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Embracing Trade Show Business

A Strong and Varied Client Base

By Kim Crowley

Trade shows supply large format print providers with booth and event graphics revenue from virtually every industry.

Booths are often customized to include printed carpeting and furniture upholstery, pop up displays, tension fabric systems, and dramatic fixtures suspended from the ceiling. Graphics providers produce exciting, creative displays to entice audiences. Exhibits also provide sign shop owners with the opportunity to profit from a host of complementary banner stands, exhibit systems, tabletop kits, lighting, literature stands, tables, freight cases, and other accessories.

Impact is Key
Trade shows can be overwhelming in size and quantity of visual messages. It is important for exhibitors’ booths to convey a message with impact to attract attendees. Simplicity and strength of message,

innovative design, and dramatic graphics are all key. A graphics provider needs to take responsibility to ensure this success.

“Five seconds, that’s how much time you have to attract and captivate your audience. Trade shows can be a visual overload,” notes Michael Benti, president, Dynamic Display. “Use no more than seven words and three graphics. Your graphics are the visual identity for your business. They should be powerful, evoke immediate interest, articulate your unique strengths and advantages, and be true to your brand,” he adds.

Trade Show Dynamo
Dynamic Display, of Ronkonkoma, NY, is a full-service exhibit and display company specializing in trade show displays, banners, signs, accessories, and large format exhibit graphics. Beginning in 1968 as Topps Reprographics, a drafting supply and blueprint shop, the company currently celebrates 16 years of producing trade show graphics. Today, trade show projects make up 70 percent of their printed output.

Benti explains that business evolved as industrial manufacturers, contractors, and engineering firms began exiting his region over the last 40 years. “Demands for our business changed dramatically, so our role had to change as well if we were to survive and thrive.”

Advancements and investments in digital print technology ushered in a new era at Dynamic Display. “The ability to provide our clients with state-of-the-art printing solutions helped us become well known, locally, as the go-to large format, full-color print shop. We created our first trade show exhibit for a corporate client and the end result was so well received that we found our niche in exhibits. We became Dynamic Display and began focusing our attention on the trade show industry and ways to help our clients successfully communicate visually in retail, public spaces, and in out-of-home media environments.”

Dynamic Display’s annual revenue equates to $750,000. The business operates out of a 4,000 square foot space consisting of a showroom, print/design room, fabrication area, warehouse, shipping center, and office.

“We run Dynamic Display with five very diverse and, pardon the pun, dynamic individuals. Each with separate skill sets well suited for their role,” says Benti. “Working lean has its advantages since we all wind up touching each project at one phase or another. There’s no duplicity of roles, but because of our size and situation we must cooperate and work diligently to keep projects on schedule and on budget. I think we have some of the most talented team members in our region.”

Tools of the Trade
Dynamic Display uses two Hewlett-Packard (HP) Designjet Z6100 thermal inkjet printers and a SOLJET PRO II SC-540 EX with ECO-SOL MAX eco-solvent ink from Roland DGA Corporation. The shop’s media products range from 3M Graphics Market Center, Avery Dennison Corporation, LexJet Corporation, Ocˇ North America, and Quality Media and Laminating Solutions, Inc. In addition, Dynamic Display uses a GBC mounting and laminating machine to finish and protect output.

The company offers a selection of banner stands, exhibit systems, and accessories from Nimlok Display and Exhibit Solutions Worldwide, Orbus, Inc., and Testrite Visual Products, Inc.

Benti says that the company is particularly pleased with Orbus products. “The product is readily available and carries a one year warranty. Their customer service is excellent and they provide us with templates and specifications that we need to output client graphics,” notes Benti.

Dynamic Self Promotion
Benti and the Dynamic Display team look for opportunities to strengthen and grow their business. One of their newest ventures is Dynamic Wraps, the vehicle wrap division of Dynamic Display.

The company used its design and trade show expertise to promote Dynamic Wraps. “We wanted to unveil our newly expanded vehicle wrap division, Dynamic Wraps, to local businesses,” says Benti.

Dynamic Display’s designers produced graphics for a trade show booth at the Hauppauge Industrial Association (HIA) Show, the largest B2B show on Long Island, NY which was held at the Suffolk County College Sports Complex on March 26, 2008.

A ten- by ten-foot Orbus Coyote Curved Pop-Up booth with a backlit bubble was used for the project. The graphics were printed on Ocˇ Pop-Up Film using an HP Designjet Z6100 printer. “The Coyote ten-foot Curved Pop-up is one of the most popular ten-foot displays on the market. It is easy to set up in just 15 minutes, and the backlit bubble panel adds punch to the graphic,” explains Benti.

It was a challenge to create impact and draw attention to the HIA booth. “We needed to show attendees how compelling vehicle graphics can be, but we couldn’t bring a car onto the show floor—event management regulations prohibited it,” notes Benti.

Strong graphics and keen marketing brought the attention the booth needed. “We enlarged an image of a wrapped vehicle and made it as big as we could to fit the entire display. We parked two of our own company wrapped vehicles at the entrances to the show,” says Benti.

Making the best of a tough situation paid off. The show was a huge success for Dynamic Display’s vehicle wrap division and the business as a whole. “The concept worked to perfection as it generated a constant flow of booth visitors who inquired about the vehicle wrap process, costs, and time requirements,” says Benti.

Benti adds, “The idea to leverage our show promotion outside the exhibit hall enabled us to create just the right amount of buzz and desire for show exhibitors to seek us out on the show floor. That’s really important when you are one of hundreds of exhibitors. It was unlike anything we had done before and well worth the effort.”

Supplying More than Prints
Some of Dynamic Display’s work takes them off the trade show floor, while still allowing them to benefit from display accessory sales. When Hershey’s Chocolate launched their new product line, Cacao Reserve, at a private, invitation-only event at the Museum of Modern Art in New York, NY, Dynamic Display was called on just three days prior to the event to provide graphics, display stands, installation, and set up.

Benti says the client was thrilled with the final product—an affordable, time sensitive, and special event solution. “They were equally impressed with the versatility the banners stands offered; used in tandem or individually. Not to mention they are lightweight, fast, and easy to set up,” he says.

Embracing Trade Show Business
In any economy, needs and marketing budgets change. It is important to keep a close eye on trends. The team at Dynamic Display continues to do just that. Investing in state-of-the-art technology and focusing on new revenue streams, Dynamic Display is a successful trade show graphic supplier and more.

Jan2009, Digital Output

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