As an exhibit manager, you are expected to know everything about everything - including graphic production - when it comes to managing your trade show program.  Graphics used to be my least favorite topic simply because I didn't know a PMS from a CMYK.  While I still defer to experts when it gets too deep, just knowing the basics gives me comfort.  Hopefully it will do the same for you.

Know Your Suppliers
Make sure your graphic designers are capable.  Review samples of their work from concept to end product.  Evaluate quality and compare to your need.  Is the work relevant to the scope of your project in terms of graphic size, materials, and level of difficulty?

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Is there a negative message within your graphics? Are they clean and crisp, maybe backlighted (a certain eye-catcher). Or did you run down to Kinko’s with your disk and get them printed the morning of the show? Finishing touches grab the attention of the show attendees. Having a professional appearance whether you are in a large exhibit or a 10’ x 10’ says everything about your company. Think about the mall carts at your local mall – do you walk up to the one with the paper, handwritten signs that fly in a breeze? Or do you pass them for the mall carts that look professional? Don’t you feel more likely to spend money in a complete retail environment – rather than a swap meet atmosphere?

Now take that thought to your tradeshow. Rather than Velcro hung fiberboard on your pop-up, step up and get graphic photomurals. If you have large printed graphics in your booth space – ask about making them back-lighted. One more thought – too many graphics with too much verbiage. No one is going to walk through a show and read masses of verbiage about your product – large pictures with 4-7 bullet points, that is the answer. Clean, crisp, great pictures, few words – those are graphics that will attract new clients – and isn’t that your trade show goal?