InterGlobal Exhibits



Top 5 Reasons Why Your Custom Store Fixtures aren’t Driving Sales-2

One of the main differences between ecommerce shopping and shopping in-person is the ability to create a physical interaction between the customer and the product. But what if your custom store fixtures aren’t driving the conversions you had hoped for?

Even though setting up a store fixture may appear to be straightforward, there are certain tips and tricks you’ll want to follow. Below are five reasons why your store fixtures and displays aren’t working and what to do instead.

1. No Focal Point
When it comes to design, less is usually more. You want customers to focus on the end goal (i.e., buying your product), but having a busy design can distract them from this. Instead, it’s best to create a simple design that is well-organized and has a beginning and end.

To do this, establish a focal point for your display. This could be a main product supported by accessories or a seasonal item from your catalog. Make sure the focal point is noticeable from several feet away so that it captures people’s attention.

2. Lack of Interactivity
Immersive retail is creating more opportunities for brands to stand out and form meaningful connections with their audience. Luckily, your custom store fixtures can help out with this. Offer an element of surprise and encourage people to experience your products through their five senses. For example, if you sell food, let customers taste your products. Any bit of interactivity will help people remember your brand.

3. One-dimensional Design
If your store fixture designs are one-dimensional, it’s time to shake things up. Consider making your visuals more appealing by hanging products from different heights, varying the colors and textures, offering samples and more. The more personality you can give to your displays, the more attractive and engaging they will be to shoppers.

4. Lack of Purpose
Even if your unique retail store fixtures are visually pleasing, they must serve a purpose. Be sure that your store displays feature products that are for sale, easy to find in your store and contain updated pricing. You can also incorporate video displays or backlit displays to provide customers with more information.

5. Not Regularly Updated
All types of store fixtures should be regularly updated. Seeing the same fixtures can deter shoppers from stopping into your store. On the contrary, having newly updated fixtures that feature trending products is an excellent way to keep people checking in and visiting your store.

So when should you update your store fixtures and displays? Every couple of weeks is a good starting point. Of course, if you’re getting in new merchandise, you’ll want to feature these items as they come in. Contact IGE to learn more about creating displays that will help buyers feel confident and compelled to buy.

How Brands are Standing Out Through Immersive Retail Experiences

For years, we’ve heard about the decline of the physical retail customer experience. And while retailers have certainly had to adjust their selling strategies, there remains a strong desire for tangible, immersive experiences. In fact, millennials say that 52 percent of their spending goes to experience-related purchases.

To meet the needs of consumers, more brands are seeking value in immersive retail experiences. By offering customers fun, unique moments in time, brands can bring more value to their products and services. Below we share some of the best ways to deliver a competitive advantage to your brand using immersive technology.

Interactive Displays

The goal of the immersive retail experience is for customers to interact with the products you are selling. Interactive displays do an excellent job of creating these opportunities, as customers can discover a product’s features, view the available inventory and seek product recommendations.

For example, some retail stores are using interactive mirrors in the fitting rooms to give customers a chance to browse through the inventory and speak with a sales representative. Trade shows are also utilizing these displays to draw more people to their booth, create lasting impressions and capture critical information.

Virtual Reality
Virtual reality allows brands to create unique retail experiences like nothing else. This technology is used to tell stories, demonstrate products, play branded games and introduce new products. As an example, IKEA launched an augmented reality app that lets users test products in real time.

Trade shows and other in-person events also create endless opportunities to use VR technology. By providing VR headsets, attendees can be transported to a completely different environment where they get to explore the products and services firsthand. What a wonderful way to create emotional connections with viewers!

Physical Retail and Internet of Things
The Internet of Things (IoT) is the bridge between the physical world and the virtual world. It can be used in many ways, including to stock shelves, create radio-frequency identification tags, count foot traffic and more. Data is continuously analyzed and communicated through the networks.

On the back end, IoT-enabled technologies can monitor goods and items through the supply chain, allowing brands to observe the location, temperature, stock and quality of their goods. As 5G becomes more mainstream, IoT will play a role in creating the ultimate retail customer experience.

Cashierless Shopping
One of the biggest complaints about shopping in person is standing in line. Whether it’s a slow cashier, a long line of customers or large orders, the checkout process can be daunting. But not for long. With the introduction of cashierless shopping, a combination of cameras, shelf sensors and software are used to expedite in-store shopping. Already, Amazon is using this technology in their Amazon Go stores.

The retail shopping experience continues to be an important part of the consumer journey. Even with the rise of ecommerce, consumers still value having meaningful, tangible experiences with brands. To learn more about bringing your brand to life, contact IGE today. We are leaders in the design and fabrication of interactive trade show displays.

5 Tips for Creating a Unique Brand Experience

The term “brand experience” encompasses pretty much all of the ways that consumers experience your brand. Brands that are able to develop meaningful experiences while connecting with customers on a personal level tend to be most successful. With the right tweaks, your brand can enjoy the same success!

In this article, we’ll offer five tips on how to create a brand experience for your own customers. Let’s dig in!

1. Determine Your Purpose

Who are you? While this may seem like a basic question, how you respond tells a lot about the type of brand you are and how you make people feel. As an example, Yeti doesn’t just sell expensive coolers. Its purpose is to support an outdoor, rugged lifestyle that includes the best equipment possible.

Defining who you are sets the tone for the types of experiences you want to create. This will help you find your niche and stand out from the crowd. Do you want customers to feel confident and self-assured? Youthful and fun? Serious and goal-oriented?

2. Tell a Story
What’s your brand’s story? How did you get started? How are you making a difference for people?

Storytelling is an awesome way to share these details without boring your audience. You can share emotions with your customers and form deeper connections with them as a result. Better yet, you can use storytelling both online and at networking events to create immersive brand experiences.

3. Keep Consistent
Inconsistency can do more damage to your brand than you realize. Any inconsistencies send the message that you’re not sure who you are. Even though it could be an honest mistake, these simple blunders can damage the trust you have built with your customers.

When designing brand experiences, make sure you practice consistency. Here are some tips for doing so:

• Develop brand guidelines
• Use logo and design elements consistently
• Discuss your offline events in your online material
• Maintain a consistent tone and personality across all channels
• Participate in the channels that align with your brand identity
• Reach out to relevant influencers

4. Find Opportunities for Engagement
Make sure your brand offers plenty of opportunities for engagement. Visuals are the most obvious, but don’t forget that customers can also experience your brand through sound, texture, taste and smell.

For instance, send your customers samples of your products. Create pop-up shops to promote your products and services. Attend trade shows and networking events to share your industry expertise. Launch live streams when unveiling new products and features. The possibilities are endless!

5. Prioritize Experiences over Sales
Strong sales are an indication of a good brand. But you need more than a few good sales to sustain your brand. What happens before, during and after the purchase influences whether the customer will return or not.

Make sure the experience always comes before the sale. Even if you don’t make a sale right away, you could end up capturing a loyal customer who returns every month. On the other hand, focusing only on the sale could leave you fishing for new customers all the time. Remember, retaining customers is cheaper and easier than finding new ones!

Your brand experience strategy is a key part of your livelihood. People who have good experiences are more likely to be repeat customers and promote your products and services to others. To learn more about taking your brand experience to the next level at a trade show, networking event or expo, contact IGE today.

How to Improve Your Trade Show Marketing Strategy During COVID-19

marketing on a Mac computer

COVID-19 is preventing many businesses from attending trade shows in the near future, but there is hope that the fall shows will be on schedule. Either way, businesses are finding new ways to interact with customers and keep their brand fresh. You can check out some ideas in an earlier blog post

Despite the fact that large events are being canceled or postponed, you don’t want to ignore your trade show marketing strategy right now. At any time, things can pick back up, and you want to be ready. In fact, now is a great time to refresh your strategy and ensure it’s the best it can be. 

Below are the steps to follow when re-evaluating your trade show marketing strategy. Make sure you’re putting your time, money and resources into the right places! 

Assess Your Trade Show Goals 

Choose goals that are easy to track and measure. This way, you can evaluate the performance of each show you attend and make sure you are meeting your goals. Here are some examples of common trade show goals: 

  • Increase sales 
  • Generate qualified leads 
  • Learn about emerging trends in your industry 
  • Build stronger relationships with customers
  • Network with others 
  • Boost press coverage 
  • Unveil new products 
  • Improve brand awareness 

Review the Events You Attend 

There are over 10,000 events held in the U.S. each year, so you have plenty to choose from. Make sure you are attending trade shows that are helping you reach your goals and getting your products in front of the right people. Here are some questions to ask yourself: 

  • Does this event introduce me to a healthy selection of prospects? 
  • Is the show in a good geographic location? 
  • Does the show have a positive track record? 
  • Will the event help me reach my goals? 

Restructure Your Budget 

Trade shows are expensive. But there are ways to save without cutting corners. Typically, exhibit space eats up 25%-35% of your budget. To save on these costs, sign up early to qualify for early registration incentives and to pick the best spot. In fact, do everything as early as possible so that you can get multiple estimates, nab better deals and avoid rush charges. You may even be able to shift your budget around so that you have more to work with in another area. 

Train New Booth Staff 

Maybe your current trade show booth team is getting tired of attending events. While you want knowledgeable people at your booth, they also need to be energetic and friendly. Now is a good time to train new staff to take over the booth. You can recommend online training, videos and manuals they can study remotely. 

Research a New Trade Show Company

If you haven’t been happy with your current trade show company, there’s no reason to continue with them out of convenience. Now is an excellent time to research new companies and see what they can offer you. For instance, IGE offers turnkey solutions that include the design, fabrication, storage and transportation of your display. Schedule a consultation with us! 


Without a doubt, COVID-19 is making things difficult for businesses. But things will eventually get better. In the meantime, use this time to focus on your trade show marketing strategy and how you can make it stronger. By the time the stay-at-home orders are lifted and business returns to normal, you’ll be ten steps ahead of others! Contact IGE to discuss your next trade show booth project. 

Networking From Home in the Age of Coronavirus

man networking on computer

Trade shows offer an incredible number of benefits for today’s businesses. While online marketing and networking are convenient, there is no substitute for good old fashioned face-to-face interaction. When done right, trade shows create lasting impressions between your brand and others. However, things have quickly changed. We are now facing the coronavirus pandemic, resulting in the postponement or cancellation of hundreds of trade shows and networking events around the world.

While the trade show industry will pick back up eventually, you might be wondering what you can do now to keep your brand fresh and on top of people’s minds. This is a great attitude to have, as you don’t want to take months off from your offline marketing. In fact, with fewer trade shows you may be attending this year, you can reallocate your budget to other marketing channels. 

Below are some of the best ways to network online during the coronavirus pandemic

Make the Effort 

The hardest part about networking right now is that all the natural opportunities to meet and strike up a conversation are gone. So, if your primary source of networking was trade shows, you’ll need to be more intentional about your efforts. Fortunately, you have plenty of other ways to connect with people in your industry and stay on top of new trends. 

Here are some ideas: 

  • Join a LinkedIn or Facebook group 
  • Be more active on social media 
  • Optimize your social profiles 
  • Launch a live Q&A session 
  • Create short videos  

Re-establish Old Connections 

An easy way to network from your couch is by re-establishing old connections. These could be people you met at a trade show last year, as well as former colleagues, past neighbors and old classmates. Find them on social media and rebuild this connection – it’s a lot easier than starting from scratch. Plus, everyone is impacted by the coronavirus, so it will give you some common ground to connect on. 

Join an Online Forum

Even if you don’t like participating in online forums and discussions, this is an unusual time for our world. Find an online forum that aligns with your interests and join in on the discussion. You can expand your network, stay on top of industry trends and position yourself as an authority. With the right approach, it’s possible to stand out and build new relationships that will be beneficial in the long run. 

Spark Discussions through Your Content 

Now is a great time to create fresh content for your brand. Content is the best tool you have for communicating with your audience, so let them know which trade shows you still plan on attending and what you are doing in the meantime to keep your business thriving. 

Also, create content that sparks discussions. Share it to your social media channels and encourage a healthy conversation. This will keep people engaged in your business, even if they can’t see you face to face. 

One day, we’ll have the virus under control and business will resume as normal. Until then, we need to be a bit more creative with how we interact with others. If you have extra time on your hands, now is a good time to reassess your trade show goals and ensure your exhibit meets them. Contact IGE and let’s discuss your project! 

Color Trends to Consider for Your Custom Trade Show Display

bold colors

The color scheme you select for your trade show exhibit is important because it affects your visitors’ perceptions of your brand. If you’re working with an exhibit designer, they can help determine the most appropriate color scheme for your display based on your corporate colors, your tone and your trade show goals. 

Keep in mind that there are many ways to incorporate color into your trade show booth. Aside from the signage, you can also work color into the flooring, lighting, seating, tables and branded swag. Below you’ll find some popular color trends to consider for your custom trade show exhibit

Pastels for the Win 

Pastels like coral and turquoise are a great pick for spring and summer trade shows because they’re light, airy and calming. We most commonly see pastels for fashion and beauty brands, but they can be used for various applications. For example, dusty pinks and faded blues can give your products a vintage look and feel while keeping them grounded and genuine. 

Berry Hues are Bold and Bright 

Shades of berry are growing more popular because they make a memorable first impression. Imagine offering tired guests comfortable cranberry couches to sit on or bright mulberry ottomans to relax their feet. These colors are friendly and inviting, but they manage to offer a sophisticated aesthetic.

Get Back to the Basics with Earthy Tones 

You can make a great impression by keeping things simple with natural, earthy tones. This is especially a good choice if your brand is focused on sustainability. Because earthy colors include browns, greens and blues, there are a number of directions you can go. For example, you can create a peaceful, calming exhibit with shades of light green or opt for neutral brown hues instead. 

Neon Colors for Accents 

Accent colors are just as powerful as your main colors. In fact, some people choose to have a clean white background while pairing it with a bright accent color like lime green or neon pink. Applying neon accent colors creates a focal point for visitors, drawing them to your exhibit while staying true to your brand palette. 

It’s all about Balance 

Working with color can be tricky, but it’s all about balance. Don’t forget that you have other ways to bring personality into your display, such as with various textures, tactile qualities and lighting. All of these elements work together to capture your audience’s attention, guide them through your exhibit and give them an element of surprise. 

To discuss a premium color palette for your custom trade show display, contact IGE today. 

7 Best Trade Show Booth Ideas for 2020

designing a trade show

Many businesses are limiting their hours or temporarily shutting their doors due to the coronavirus outbreak. This is certainly an uneasy time for business owners, but you can put this time to good use. The trade shows and expos you had planned on attending have probably been postponed, so this gives you an opportunity to bolster your exhibit. 

Below are seven of the best trade show booth ideas for 2020.

1. Use recycled materials. 

Sustainable businesses have stronger reputations because these efforts show they care about the greater good. Show your commitment to sustainability by incorporating more recycled and recyclable materials into your trade show exhibit – LED lighting, eco-friendly flooring, sustainably sourced signs and more. 

2. Incorporate virtual reality.

Virtual reality allows you to immerse people in your products and services like never before. People love trying new technologies, and bringing them face-to-face with your products will build memorable experiences and stronger connections. To your advantage, VR headsets are accessible and affordable. 

3. Evoke emotion.

Consider what emotions you want to bring out in your trade show visitors. You can elicit an emotional response by using the right imagery and colors. Dark, closed-off booths look mysterious while bright, open spaces are friendly and inviting. 

4. Go vintage.

Adding vintage elements to your trade show display is a great way to stand apart from the crowd. People love vintage things because they’re tasteful, elegant and reminiscent of easier times. Opt for things like black-and-white photographs, natural elements like wood and antique lighting. 

5. Give relief to tired visitors.

Attendees walk a lot at expos, so why not give them a chance to sit down and relax at your booth? People who have been on their feet all day will appreciate this offer, forming positive associations with your brand. For you, this provides a great opportunity to talk about your business. 

6. Create a hanging ceiling.

Booth space is expensive, so it’s important to utilize all the space you have. Consider beefing up your ceiling using hanging graphics, fabric and lighting. Attendees will see your ceiling from afar, prompting them to pay you a visit. 

7. Design a round booth.

Tired of the same traditional square booths? Try a circular exhibit instead! These displays feature hanging signage, rounded arches, circular islands and round tables. With its unique appearance, people are more likely to stop by and visit your brand. Plus, the circular features make it easy to communicate with groups of people. 

Even though the world is slowing down right now, things will pick up again. Use this time to fine tune your trade show marketing strategy and enhance your exhibit with modern elements. To discuss your design ideas for an upcoming trade show event, contact IGE today.

How to Stay Connected to Your Customers During the COVID-19 Outbreak

man working in customer service

Your customers may be in quarantine right now, and your trade shows likely canceled or postponed, but that doesn’t mean you can’t continue to provide great service. There are a number of ways that business owners can stay in contact with their audience during this challenging time. In fact, your customers will probably love to hear from you now more than ever! 

Below are some effective ways on how to keep customers engaged during the coronavirus outbreak

Let customers know what changes you’re making.

Start by letting your customers know what changes are taking place within your business, such as if your trade show marketing events are being canceled or postponed. Update them on your business hours, extra precautions your employees are taking and if you are self-quarantining staff at home. People feel more connected to brands when they share what’s going on behind the scenes. It reminds them that your brand is human, too. 

Increase your social media presence. 

Now is the time to utilize social media. People are probably checking their news feeds more frequently now that they’re working from home. Because there is so much information about coronavirus, find some positive topics you can share instead. It will take your customers’ minds off the pandemic, even if for just a moment. 

Additionally, don’t be afraid to talk to your customers more right now. People are looking to stay connected, and depending on your audience base, you might have a lot of customers who live alone. Ask questions, take polls, start conversations, share uplifting videos and more. 

Offer online deals and discounts. 

To keep your sales numbers up, strongly consider offering some online deals. Remind customers that they can still shop on your website (providing they can). Give them a coupon off their total purchase or feature a discounted product each day. If your business provides services, encourage customers to purchase gift cards or gift certificates instead. To make them attractive, throw in a discount like $50 worth of gift cards for just $35. 

Serve your customers through digital channels. 

You may offer phone and email support to your customers, but now is the time to utilize other channels. Social media is the best place to start because customers can talk to you wherever they are. To do this, you can use Facebook Messenger, WhatsApp or another instant messaging platform. For face-to-face interaction, try Skype or FaceTime


This is a scary time for our world right now, and we realize that businesses are uniquely affected. Not only do you have to worry about the health and well-being of your employees and customers, but you must also find ways to keep your business afloat. Hopefully our tips will spark some ideas on how to stay connected until the next trade show. 

IGE continues to provide trade show services to our valued customers. To discuss your options for building a new exhibit and coming back stronger, contact us today. 

Accounting for Transportation and Storage of Your Exhibit

transportation and logistics

Building a trade show exhibit is stressful enough, most people don’t think to account for storing their booth and supplies after the event. However, it’s often these added costs that set businesses back in their budget. This is why we encourage our clients to consider these expenses on the front end of the process. 

As we work with you to build a custom trade show display or modular exhibit, we’ll discuss your options for transportation and safe storage. Fortunately, everything you need is under one roof, which is one more reason why so many businesses trust us for their trade show exhibiting needs. 

IGE Makes Sure You Don’t Worry about Logistics 

Once your display is built, you must consider how you will transport it to and from the trade show and where it will be stored in the meantime. All of this costs money, so you don’t want to make last-minute decisions. Accounting for your transportation and storage needs early on ensures you make the most cost-effective decisions. 

Here is how IGE ensures your exhibit is taken care of throughout its lifespan: 

  • Transportation. No matter where your trade show destination is, we’ll make sure your display and materials get there on time and in one piece. Our dedicated team personally packages everything to keep it safe and intact. 
  • Storage. When your event is over, IGE provides storage solutions for short- and long-term needs. Our headquarters are located in Denver, Colorado, offering 50,000 square feet of warehouse space. We also have additional fulfillment and storage facilities in the U.S. and around the world. 
  • Logistics. IGE also handles all of the details in terms of carrier scheduling, insurance, tracking delivery and customs clearance. We want you to focus on your trade show and nothing more. Let us take care of the rest!
  • Specialized handling. If you have custom shipping and handling services, such as perishable or time-sensitive materials, IGE will make sure everything is accounted for. We can arrange for sensitive equipment transportation that caters to your custom needs. 

Custom Solutions to Match Your Business 

Our company understands that every business has different requirements when it comes to their display needs, schedule and logistics. That is why we offer personalized solutions that are tailored to your exact needs. We want your trade show display to be beautiful and functional, but we also give attention to the overall exhibiting experience. To learn more about our trade show services, contact IGE today. 

Getting Early-Bird Discounts for Your Next Trade Show

planning a trade show budget

If you’re looking to save money on your trade show costs, the solution is simple: start early. Many people are unaware of how time affects the trade show exhibiting process. But, it’s everything. If you don’t leave yourself enough time, you’ll end up rushing through the design and fabrication of your exhibit and miss deadlines. This isn’t just inconvenient – it costs you money. 

By getting your project done early, you can earn discounts that significantly reduce your spending. Below we share a few examples of how an early-bird attitude can work in your favor. 

Cheaper Registration Fees 

Once you pick the shows you want to attend, sign up for them right away. Most trade shows and industry events offer discounts for early registration. As it gets closer to the date of the show and more people sign up, the discounts go away. Pay attention to “early bird deals” for your favorite trade shows because only some offer them. 

Better Exhibit Spaces 

Another benefit to planning early is that you get your first pick of exhibit space. The best spaces are snapped up quickly – and the worst ones are left for last. By registering early, you can get the booth location you want. Don’t just pay attention to the size and layout, but also make sure that the trade show booth is in an accessible location where lots of traffic will pass by.

Hotel and Travel Discounts 

The logistics of trade shows cost a pretty penny, especially if you have a large group going. To save money on hotels, airfare, food costs, etc., it pays to plan early. 

Check with the show contact or website to see if there are preferred service providers. Preferred providers have partnered with the venue to offer special discounts to exhibitors who book their hotel and airfare early. For example, a nearby hotel may offer discounted rooms until the space runs out. You can also get tickets to anticipated events and sports games that can be used for clients, industry leaders and others. 

Lower Prices for Event Services

It’s also possible that you can get some event services at a reduced rate if you book early. Ask the show contact about using vendors for cleaning services, electrical services and/or material handling and dismantling services. If there are no discounts available or the prices are steep, you’ll have time to find an alternative solution. 

Improved Exhibit Design 

It takes time to design and build an exhibit, and you don’t want to rush it. This is how crucial details are missed. By starting early, you’ll have the time to work closely with your trade show booth design team for customized graphics, forward-thinking booth technology, custom lighting and sound equipment and sturdy panels. If it’s too close to the event, you may not be able to get the graphics and customizations you want, and you may be charged rush fees. 

If you’re planning on exhibiting this year, start planning for your trade show now. You’ll stretch your budget further and get higher quality results that help you stand out from the crowd. To discuss your plans for a new trade show display, contact IGE for a consultation

Can You Make Your Own Trade Show Display?

person designing a trade show exhibit

The industry average for trade show displays is about $100-$150 per square foot. Therefore, a 20×20 display would cost between $40,000-$60,000. That’s a lot of money! The costs are split between the trade show space, booth design, graphics, shipping, promotions, show services (i.e., electricity, drayage) and traveling expenses. Even though trade shows can deliver incredible ROI, the high price tag deters some businesses from exhibiting. 

If you’re on a budget, you might be wondering if you can make your own trade show display. The short answer – yes. But, you’ll probably find that a better option is a custom trade show rental or modular exhibit. These trade show booths are affordable alternatives to custom displays, and they pull off a professional look that you may not get with a DIY trade show display.

Below are the considerations for building your own trade show booth and the reasons for considering a modular or rental exhibit. 

Considerations for a DIY Exhibit

A great product doesn’t always mean great sales. Trade shows are highly competitive, and all of the exhibitors are trying to capture attention from attendees. Having a weak display will set you up for failure, which is why you need a strong design that attracts the right people

The benefits of building your own display are: 

  • Less expensive and easier to control costs 
  • Technology is available to create graphics and banners 
  • Complete control over the construction phase 

The drawbacks to creating your own booth are: 

  • May not look professional
  • May not take advantage of the latest technology 
  • Takes time away from your business 
  • No access to expert advice from graphic designers, fabricators, etc. 

Modular and Rental Displays: Affordable Alternatives 

Once you weigh the pros and cons to building your own exhibit, you may find that the headache that goes into making your own booth isn’t worth it. You don’t want to spend time and money creating a display that won’t bring you visitors. Here is some more info on modular and rental displays and how they can save you money while achieving your marketing and sales goals.

  • Modular trade show exhibits are made from separate, modular components that fit together to create a single exhibit. They are easy to transport and can be upsized and downsized based on your layout. Modular displays are available in different sizes, and because they’re reconfigurable, you can modify them for each show you attend. 
  • Custom exhibit rentals are rented on as-needed or short-term basis. You don’t have to worry about storing the display or purchasing it outright. But, you still have flexibility in designing an exhibit that is true to your brand. Clients love that they can experiment with different setups, technologies and more without having to commit. Keep what you love and get rid of the rest. 

If you’d like to learn more about modular displays and custom trade show booth rentals, contact IGE today. We’ll be happy to go over your goals, your budget and the trade shows you’re looking to attend. We have solutions for all businesses and all budgets, so don’t hesitate to give us a call! 

First-Time Trade Show Exhibitor Tips

trade show event

Attending your first trade show is an exciting experience because you get to meet new people, engage with industry experts and show off your brand’s coveted products and services. What more could you ask for?

But, before you jump into things, know that trade shows are more than a place to talk up your business. Because they are an investment, you’ll want to generate as much ROI as possible for the event. Trade shows produce great results when done right, so you’ll need to know what’s working. 

Below are some helpful tips for first-time trade show exhibitors

Decide on your trade show goals 

Your trade show exhibit and attendance should support your main sales and marketing goals. Do you want to increase qualified leads? Boost brand awareness? Strengthen customer relationships? By determining your goals, you have something concrete to work towards. 

Build a trade show display that meets your goals 

Once you have established your goals, you can work with a trade show display company to design your booth. Your exhibit should help you meet your goals. 

For example, if you want to strengthen customer relationships, you’ll want to include a comfortable area for you and visitors to chat. If it’s a new product you want to unveil, you’ll need banners to call attention to your booth and a space for product demos. 

If you are trying to meet more than one goal, talk to your trade show exhibit company about your ideas. They will know how to design a large exhibit that fulfills multiple stages of the customer journey.

Hand out promotional products to boost traffic 

One of the best ways to drive traffic to your exhibit is by giving away stuff for free. Promotional products are usually most popular because they are easy to hand out and can reach a wide audience. However, don’t overlook other promotions such as interactive activities, entertainment and giveaways. In return for their participation, you can reward visitors with higher quality branded swag. 

Capture the right lead data 

We encourage all clients to have a reliable lead capture method when attending trade shows. The easiest and most organized way to do this is with a lead capture app. You can capture visitor information and sync it with your database. This reduces errors and allows your sales team to start working on lead nurturing soon after the show. Some lead capture apps even let you score leads so that you can focus on the right people.

Incorporate technology into your booth 

Technology can be used for a trade show event in many different ways. For example, you can let people test your product using virtual headsets or educate them on your services using an interactive kiosk. Technology does not have to be expensive or difficult to implement, but do make sure you’re using it for the right reasons. Otherwise, it might feel disconnected from your brand. 

Your first trade show will be one to remember! Contact IGE to discuss your goals for an upcoming trade show. We’re confident that we can meet your needs and achieve your goals with the budget you have to work with. 

5 Tips for Having a Great Trade Show Display on a Budget


When you walk through a trade show event, you’ll see rows and rows of trade show displays and booth staff vying for your attention. If you want to stand out, it almost seems like you have to build the biggest, loudest trade show exhibit on the block. But, what happens if you have a small budget to work with? 

The truth is that the biggest, loudest exhibit doesn’t always capture the right attention. Instead, it’s best to reserve a great space, build a customer-focused display and have highly trained staff to invite visitors in. Here are five tips for having a great trade booth on a budget

1. Choose your trade shows wisely 

Not every trade show event is right for your business or your budget. That’s why it’s important to do your research and carefully select the shows that make sense for your business. Start by looking at the most popular shows in your industry, the people who attend and the associated costs. After narrowing down your options, think about how each trade show will help you reach your goal, whether it’s capturing qualified leads or unveiling a new product.

2. Split a booth with another exhibitor

You don’t have to go at it alone. To save money without compromising foot traffic, consider splitting a booth with another exhibitor. Ideally, the other exhibitor should be complementary to your business so that you get similar foot traffic. However, you can also split the space with a non-competitor in a different industry, such as a local business. Just be sure to separate your space so that you do not confuse visitors. 

3. Design beautiful signage 

Banners are an excellent way to make your brand visible from afar. You can use banners to display your logo, brand name and tagline. Also consider including specific information to make it easier for people to find you like your booth number. Aside from banners, there are other cost-effective visual tactics you can incorporate. For example, a digital display shares a lot of information without requiring a salesperson. 

4. Create informative marketing materials

Rather than just handing out business cards and brochures, provide visitors with informative marketing materials. As an example, if you sell wedding flowers, you can give users handouts that contain information on caring for flowers, the best flowers for each season, the meaning behind flowers and so on. This information is helpful and useful to your audience, plus easy to carry around. 

5. Be mindful about your branded swag 

People love getting trade show giveaways, but be thoughtful about your branded swag. You don’t want to waste money on cheap trinkets just for the purpose of handing something out. This is a waste of money. Instead, it’s better to spend a little more upfront and give your prospects promotional products with real value. This will have more of an impact on attendees. 

Trade shows are an effective way to expand your reach and introduce your brand to new audiences. If you’re working on a tight budget, you do have options. Contact IGE to discuss our approach to custom trade show design – we work with all types of budgets! 

Should You Rent Furniture for Your Trade Show Exhibit?

two chairs for a trade show

Are you thinking about renting furniture for your trade show exhibit? You have two options. You can buy the furniture outright or rent it on an as-needed basis. Some clients prefer to have a few chairs and tables that they stack when not in use. Others prefer having a new look for every trade show. There is no right or wrong answer – it all comes down to what you like and what your budget allows. 

Below are the pros and cons to renting trade show furniture like ottomans, conference tables and chairs. Use this information to make an informed choice for your own trade shows! 

Renting Furniture for Your Exhibit 

If you choose to create trade show seating with benches, loungers and ottomans, there are many trade show furniture rental companies that can help you out. To remain competitive, these companies tend to have a wide selection of high-quality furnishings at great prices. You can rent the items by the day or week. Here are some benefits to consider: 

  • Trendy collections. Furniture rental companies maintain their reputation by providing quality items that follow the latest trends. Accomplish any trade show booth configuration you want using the latest materials, fabrics, textures and more! 
  • Ease of use. Most event furnishing companies have warehouses near the major cities. Rather than having to set up, take down and store the furniture, everything is handled for you. 
  • Storage. After the trade show, you simply leave the sofas, chairs and tables. The furniture company will pick them up at a designated time. Best of all, you don’t have to pay for storage or have chairs and tables taking up precious space at your office. 
  • Shipping. Shipping is included in your rental price. You don’t have to worry about accounting for these costs, or having to deal with late-arriving products. As long as you choose a reliable furniture rental company, everything will be delivered on time and for an all-inclusive price. 
  • Damage. When you own the furniture, it’s your job to keep it in good condition. Unfortunately, these items get tossed around, dented, scuffed, etc. Rather than having damaged furniture in your trade show booth, rental furniture is always shiny and new! 

Considerations for Rental Furniture 

Even though renting furniture for your exhibit is a great choice with many benefits, there are some things to consider. For instance, renting furniture is not cheap. You’ll have to determine if it’s worth it to rent furniture a handful of times a year. It’s often more cost-effective to own the goods and store them at your workplace. 

Also, some people prefer to own their furniture so that they know what they have. It’s frustrating when the wrong thing is delivered – or not delivered at all. Furthermore, many of these same people try to deal with as few vendors as possible so that they have more control over their trade show experience. 

As you can see, there are pros and cons to renting furniture for your trade show display. You can even do a mix of both – buy the furniture you know you’ll need and rent the rest. With IGE’s help, we can build a custom trade show exhibit that is eye-catching, practical and accommodating to whatever furnishings you need. 

How to Generate Qualified Trade Show Leads

people networking at an event

Face-to-face marketing events are great opportunities to meet prospects, engage with industry professionals and expand your reach, but they’re also quite costly. In fact, trade shows consume a large percentage of offline marketing budgets. With this in mind, it’s important to get the biggest return from your investment. 

The key to getting the most ROI from your trade show events is to generate qualified leads. Below are some tips on how to generate leads at trade shows to help grow your business. 

Pick the Right Trade Shows 

One of the most important aspects of exhibiting at a trade show is choosing the right shows to participate in. Once you have a few events in mind, pick the best option by doing your research. Here are some things to look for. 

  • Demographics. What type of people attend the trade show? Do they fit your target audience? 
  • History. Research the history of the trade show. Established trade shows tend to have more PR and a bigger attendance. However, newer trade shows are sometimes less expensive and less competitive to get into.
  • Publicity. How well is the trade show publicized? Obviously, the more publicity an event receives, the more likely it is to attract vendors, exhibitors and attendees. 
  • Attendance. Is the show increasing in attendees and exhibitors year over year? If attendance is declining, you may not want to invest in the show. 

Establish Goals and Objectives 

Another aspect to consider is how well your goals and objectives align with the trade show. For example, if your goal is to generate leads and increase sales, the trade show you attend should have attendees that fit your target audience. Other common trade show goals include boosting brand awareness and launching a new product or service. Also, your trade show goals and objectives should support your larger business goals. 

Select Your Booth Location and Design 

Your booth design and location also impact the quality of leads you bring in. It takes time to build a trade show display, so start working early with a booth design company. IGE specializes in the design and fabrication of trade show exhibits, corporate events and retail installations. We can cover every aspect of trade show exhibition – design and fabrication, installation and dismantling, storage and more. 

As for location, don’t wait on this, especially if you’re attending a popular show. Early birds get the best spaces – and sometimes discounted rates as well. Choose a spot that is visible and gets lots of traffic so that people will naturally come your way. 

Market Your Event Before, During and After 

You should let your audience know in advance that you’re attending the trade show. This way, they have time to make arrangements to visit you. Trade show attendees must choose their events wisely, too! To entice visitors to your booth, give away branded swag, schedule product demonstrations and more. 

During the show, consider live streaming your product launches to get people involved. You can also update your social media profiles with information on the event. Lastly, connect with prospects and customers after the trade show. Thank them for visiting you, remind them of your offerings and give them multiple ways to contact you. 

Following these tips will help you get more qualified leads from your event. Don’t forget to have a reliable method to collect lead information, such as a lead capture app. Once you collect this info, your sales team can upload it to your CRM and you can nurture leads through the funnel. To build a lead-driven booth exhibit for your business, contact IGE today. 

Step Up Your Trade Show Game with these Tips

man talking to colleagues

Trade shows provide an incredible amount of value to your company as long as you have an effective trade show display, knowledgeable booth staff and opportunities for visitors to engage with your products and services. Take a quick look at the ideas below and see how easy it is to step up your trade show game. Trade shows are growing increasingly competitive, but there are ways to stand out and drive more traffic to your booth. 

Start long before the trade show 

Attracting the right people to your booth starts way before you set up your trade show display. Use social media to let people know that you’ll be exhibiting at a particular event and where to find you. To encourage people to take action, tease them with some of the amazing things you’ll have at your booth, such as new products and branded merchandise. You can even offer the first x-number of visitors a free item. 

Create a comfortable environment 

If you have a large booth, use it to your advantage. Set up comfortable seating so that people are encouraged to visit. For added convenience, incorporate charging ports where visitors can charge their devices. Seating is limited at trade shows, and phones often run low on battery, so people will be thankful you thought ahead. Don’t forget to introduce people to your brand with an intro video or pamphlets.

Offer things that everyone needs 

Thinking of your customers’ needs before they do shows that you are thoughtful. People are more likely to do business with a caring company like this, so consider some of the ways you can anticipate your visitors’ needs. For example, you can offer bottled water or fresh fruit to prevent hunger and keep energy levels up. Gum or mints are also a great idea since people spend a lot of time talking and can experience dry mouth. 

Make your display noticeable

Make sure your trade show booth demands attention. You can opt for a taller booth that stretches above your neighbors – though do check with the venue’s height limitations first. Another idea is an overhead display that can be hung over your booth. This way, people will see your name or message from far away. LED lights, vivid messaging, music, branded swag, virtual reality and product demonstrations are other ways to capture your audience’s attention. 

Choose interactive activities 

Want people to stay at your display longer? Implement interactive activities that encourage people to spend time at your exhibit. If you have hands-on products, let attendees try them out. If your services are not tangible, try other interactive activities like trade show games, contests with prizes and virtual or augmented reality. Not only do these activities draw attention to your booth, but also they create memorable experiences that keep your brand front and center. 

Are you planning on building a new exhibit for an upcoming trade show, but you’re not sure where to start? Contact IGE to discuss your project. We’ll help design and build a trade show display that you will be proud of! 

Houston TX: Attending and Exhibiting at Trade Shows

Houston Texas

Houston is the most populous city in Texas, welcoming millions of visitors each year. If you are thinking about having a custom trade show display built, you might be wondering what types of benefits to expect in Houston. Will trade shows in Houston introduce you to the right audience? Will there be safe, affordable places for your employees to stay? Can you schedule meetups with people in your industry? 

The short answers – yes, yes and yes. Houston is a vibrant city that offers some of the country’s best convention centers, entertainment choices and transportation options. Let’s cover the reasons why Houston is a great place to host an event and the biggest trade shows to consider attending. 

Why Houston is a Top Pick for Trade Shows 

What does Houston have to offer people in the trade show business? Quite a few things actually! 

Accessible transportation 

First, there are two main airports located in Houston – George Bush Intercontinental Airport and William P. Hobby Airport. George Bush Intercontinental Airport, or Houston Airport, provides nonstop service to more than 170 destinations, including Mexico, Canada, Central and South America, Europe, Africa and Asia. 

In addition, William P. Hobby Airport provides nonstop service to over 60 destinations throughout the U.S. Though the airport is known for offering mostly domestic flights, it expanded its services in 2015 to include some international flights. The benefit to this airport is that it’s located just 7 miles from downtown Houston. 

As you’ll read below, the Convention District is where the magic happens. Between hotels, restaurants, expo space and nightlife, there is plenty to do and see in this area. Houston’s MetroRail light-rail system connects the Convention District to several parts of the city. Tickets are inexpensive ($1.25 for one-way with cash or credit) and the hours are convenient. 

Eclectic Convention District 

The Convention District is exclusive to Houston. This 60-city block is a highly attractive place for hosting meetings and other business-related events. Unlike traditional meeting spaces that feature convention centers and hotels, the Convention District is more like a vibrant neighborhood that caters to business people. 

Here are a few things to know about the notable Convention District.

  • George R. Brown Convention Center. This convention building offers 1.8 million square feet of meeting, exhibition and registration space. It ranks among the 10 largest convention centers in the U.S. and can accommodate 99% of all shows. 
  • Highly rated hotels. Two of the most well-known hotels in the Convention District are the Marriott Marquis Houston and the Hilton Americas-Houston. The Hilton Americas-Houston has 1,200 rooms and 90,000 square feet of meeting space. The Marriott Marquis Houston has 1,000 rooms and over 100,000 square feet of meeting space.
  • Discovery Green. Do you want your employees to have a place to relax and reflect? Discovery Green is a 12-acre urban park that sits next to the convention center. It includes two restaurants, a children’s play area, a lake, two dog runs, an amphitheatre and an event lawn. 
  • Sports and meeting venues. There are three sports and meeting venues located near the convention center – BBVA Compass Stadium, Minute Maid Park and the Toyota Center. They are great places to host expos, meetings, gala dinners and other special events. 

Opportunities for Team Building and Client Dinners

Do you plan on taking clients out for dinner? Bringing your employees closer? Meeting with industry experts? Without a doubt, there are plenty of opportunities to do so in Houston. The best part is, everything we recommend is located in or around the Convention District. 

  • GreenStreet. GreenStreet is an urban commercial development that offers nearly 560,000 square feet of space. There are a number of retail stores, office spaces, restaurants and parking. Be sure to check out the events taking place, as GreenStreet regularly offers live music, dueling pianos and more. 
  • Bayou Place. Another highlight to downtown Houston is Bayou Place, the largest entertainment complex in Texas. It brings 130,000 square feet of fun, including multiple theaters, bars and restaurants. It’s a great place to meet clients for dinner and enjoy team building activities. 
  • Houston Theater District. This part of town features 17 blocks of theater entertainment, including performances by the Houston Ballet, Houston Grand Opera, Alley Theatre and Houston Symphony. Again, these are great opportunities for team building or taking clients out on the town. 

Top Trade Shows and Expos in Houston, TX

After reading the above, it’s apparent why so many people choose to attend Houston-based events, meetings and trade shows. Below are some of the biggest events that come to the Bayou City each year. 

The Ultimate Women’s Expo

The Ultimate Women’s Expo is typically held at the George R. Brown Convention Center. It focuses on product categories for women, such as beauty products, haircare, shopping, food and entertainment. Attendees get to enjoy a relaxing day with spa treatments, retail therapy and massages. 

There are a number of speakers who attend the Ultimate Women’s Expo to educate women on new technologies and services. Even celebrities make their appearances. The event is typically held in April of each year and is offered in other cities as well, including Chicago, New York and New Jersey. 

Texas Home and Garden 

The Texas Home and Garden show is a must for businesses that are in the home and garden industry. Because the event is typically held at the NRG center, there is plenty of room for spacious exhibit booth designs. This is great, considering many of the people you talk to will want one-on-one consults. 

Generally, those who attend are interested in updating their homes with the latest products. They come to get ideas, expert advice, money saving tips and more. Attendees are also eager to schedule appointments and have all their needs taken care of under roof. It’s a great way to get your services in front of the right people. The event runs twice a year in Houston in February and June. 

Imprinted Sportswear Show 

The ISS is the most famous trade show in its industry. It features over 400 exhibitors that specialize in blank apparel, embroidery, screen and digital print and more. The benefit to attending this event is that the attendees have buying power. Set up an expertly designed retail display and watch the people flood in. 

This past June, the ISS was held at the George R. Brown Convention Center. In 2020, the ISS will be hosting their shows in Long Beach, Atlantic City, Baton Rouge, Orlando and Ft. Worth. Houston looks forward to having the conference return in the future. In the past, 100% of tickets were sold out and 75% of attendees purchased something. 

Do you plan on attending a trade show in Houston, TX? To start your custom exhibit display project, contact the experts at IGE. We are a great partner to have on your side, as we’ll make sure that your display stands out and creates new opportunities for your business. 

7 Amazing Benefits of Face-to-Face Marketing

two men talking during networking event

We’re living in a digital age, but interacting with customers should still be a part of your marketing strategy. One of the best ways to connect with your audience is by exhibiting at trade shows. You’ll have the perfect backdrop and an audience that is eager to hear about your products and services. By putting a face to your name, people will feel more invested in your company and be more likely to buy from you. 

Never underestimate the power of face-to-face marketing that can take place at your custom exhibit display. Here are seven benefits you don’t want to ignore. 

  1. Build Relationships 

No matter how digital things become, brands are still about people and relationships. The best way to build solid relationships is through in-person conversation. You can learn a lot about your customers this way, such as their frustrations and the things they love about your products. 

  1. Understand Your Customers

By speaking directly with customers, you can discover what matters most to them. Knowing your customers’ priorities helps you develop better products and services that meet their needs. Plus, when customers feel heard and understood, they form deeper bonds with the company. 

  1. Discover Pain Points 

It’s important to know your customers’ pain points, as your products are meant to solve these challenges. Asking your customers directly is an effective way to know what their frustrations are. This also gives you the opportunity to explain how your products and services solve these challenges. To do so, educate customers using virtual reality

  1. Develop Trust 

Trust is critical for customer loyalty, but it’s hard to build this through online means only. Not only is it difficult to establish trust over the internet, but also you must compete with noise from your competitors. At your custom trade show exhibit, you have your audience’s full attention. Engaging in face-to-face interactions allows you to build confidence in prospects.

  1. Practice Active Listening 

At a trade show, you can give your full attention to customers. This gives them a sense of ownership, which is good for building loyalty. When customers feel like an important part of your company, they are more likely to return. And as we know, returning customers are awesome because they are cheaper and spend more

  1. Be Accessible 

Consumers like to do business with brands they trust. Being accessible is important because it allows you to put your prospects’ fears at ease. You can answer their questions, clear up confusion and help them develop realistic expectations. These conversations make customers feel comfortable handing over their hard-earned cash. 

  1. Communicate Effectively

It’s easy to misread a message or response online, especially if sarcasm or jokes are included. Talking in-person is far more effective and leads to better results. The conversation feels natural and genuine, and both you and your customers can see each other’s facial expressions and body language. 

Trade shows provide the perfect opportunity to have in-person conversations. You’ll have a highly targeted audience to speak with and an interactive retail display to support your discussions. To start an exhibit project that facilitates in-person marketing, contact IGE today. 

3 Common Trade Show Booth Configurations

designing a trade show booth

Creating an engaging exhibit booth design requires time and effort, and the initial steps can be intimidating. This is why it’s important to work with an exhibit design company that you have a great rapport with. Together, you can share ideas and execute them for the best results. 

At IGE, one of the first decisions we make is what configuration to go with. Each design has distinct benefits and price considerations, so it’s a good idea to know what you’re getting with each one. Below are the three most common custom trade show displays to consider for your next event

  1. Inline Booths 

Inline booths, or linear booths, have three structural sides. The fourth side is exposed. As the name implies, inline booths are arranged in a straight line with other exhibits on both sides. Starting with 10x10s, inline retail displays are manageable and cost-effective. The only thing to pay attention to is height, as some trade show venues have height restrictions.

Here are the benefits to choosing an inline booth: 

  • Plenty of space for graphics, shelving, storage, display units, etc. 
  • Typically, an economical option 
  • Lots of traffic that can come from either side 
  1. Peninsula Booths 

A second option is a peninsula booth, which has three exposed sides and one backdrop. Peninsula booths are a bit more expensive, so be prepared to shell out the extra money. They typically start at 20×20 and go up from there. As with inline booths, you’ll want to pay attention to any height restrictions from the venue. However, they are more generous for peninsula exhibits. 

The advantages to selecting a peninsula exhibit stand design are: 

  • Larger footprint
  • Increased visibility 
  • More options for creative displays and signage 
  1. Island Booths 

Island booths are the most expensive configuration, as they start at 20×20 and go up from there. These larger displays have four exposed sides, allowing you to draw in traffic from all directions. Height restrictions are most lenient for island booths so you can command the stage with the larger footprint and taller structures. 

If your budget allows for an island booth, here is what you can expect: 

  • High visibility 
  • Maximized trade show traffic 
  • Flexible footprint and height restrictions 

Find the Right Trade Show Configuration with IGE 

Within each configuration, there are many things you can do to bring your brand to life. When you work with IGE, we’ll help you choose an exhibition booth design based on your trade show needs, goals and budget. For example, do you plan on hosting demonstrations? Do you need storage space? Are you launching a new product? Once we have chosen the right trade show booth layout for your exhibit, we can start working on the details. 

To begin your exhibit project with IGE, contact us today. 

Experiential Exhibits: Stand Apart from the Crowd


As trade shows grow bigger and more competitive, it becomes harder to stand apart from the crowd. You can pour money into your trade show booth design to make it bigger and better, or you can stay true to your brand and focus on creating branded experiences. The best way to build these interactive experiences is with experiential marketing. 

Experiential marketing is all about delivering experiences to your target audience. Instead of delivering information in a printed brochure, you create an experience for the customer. This experience is likely to stay with them, improving brand recall and recognition. 

Let’s learn more about how to create branded experiences with an experiential custom booth design and what you have to gain from this strategy. 

How to Create an Experiential Exhibit

An experiential exhibit gives you plenty of opportunities to capture your audience’s attention and get them excited about the products and services you have to offer. 

Here are some tips for building an experiential trade show booth

  • Interactive demos. Do you have a product you want to showcase? Perform a live product demonstration that lets visitors try it for themselves. When people can touch and see a product, they form connections that go beyond just hearing about it. 
  • Product samples. Product samples can be placed directly into the hands of your visitors so they can experience your products on their own time. This works especially well with food and drink, as people can form an opinion when they taste something. 
  • Mascots. A mascot brings your brand onto the trade show floor. Combine this with a hashtag campaign for the best results. For example, people who find your mascot on the trade show floor can snap a photo with him and upload it to social media with the hashtag. 
  • Social media. Social media supports experiential marketing. For example, you can launch a hashtag campaign like the one mentioned above or do a giveaway. When people participate in your campaign, they will be entered into a drawing for a prize. 

Benefits of an Experiential Trade Show Booth Design 

There are three key benefits to having an experiential exhibit: 

  • More traffic to your booth. Experiential booths tend to bring in more traffic because they are engaging and informational. With this additional traffic, you increase brand awareness and lead opportunities.
  • Engaging booth. Once you have captured your audience’s attention, you can engage them with virtual reality, product demonstrations and more. These interactive experiences will encourage visitors to stay and learn about your products. 
  • Press and social media coverage. With exciting things going on inside your booth, you’re more likely to gain attention from the press as well as social media coverage. You might even have the chance to go viral! 

An experiential trade show product display is a great option for brands that want to get noticed on the event floor. To discuss building an experiential trade show booth for your business, contact IGE today. 

Trade Show Spotlight: Consumer Electronics Show

virtual reality smart technology

The Consumer Electronics Show (CES) is the country’s largest consumer electronics convention. It’s held each year in January, with next year’s dates taking place on January 7-10, 2020 in Las Vegas, Nevada. This trade-only event is open to people 18 years and older who work in the consumer technology industry. Attendees must show their business credentials in advance. 

Even though CES is not open to the public, people eagerly await news and updates from the event. After all, CES is home to brand new innovations and emerging technologies that relate to virtual reality, cryptocurrency, mobile devices, smart homes, self-driving cars and new gaming consoles. Who can resist topics like these? 

IGE Builds Custom Exhibits for CES 

CES is one of the biggest trade show events on the planet, so it’s no surprise that IGE does a lot of work for this event. One of the latest exhibits we built for CES was for our client Whirlpool. We managed the strategic planning, executed the creative strategy and launched the final product. 

Whirlpool’s custom exhibit display showcased its newest merchandise, including 300 innovative appliances. Our designers were careful to incorporate the brand’s promise of warmth and hospitality throughout the display. We achieved this with soft lighting, lifestyle images and custom cabinetry. Over 28,000 visitors paid a visit to Whirlpool’s display over the course of a few days.

Want to Exhibit at CES? Start Early  

CES is the place where pioneering thinkers and business leaders come together to share ideas and develop groundbreaking technologies. Each year, the event showcases more than 4,500 exhibiting companies and welcomes more than 170,000 attendees from all over the world. 

The event is also owned and produced by the Consumer Technology Association (CTA), so it draws in some of the biggest names in the consumer electronics industry. If your company has anything to do with this field, CES is a place you want to be. Of course, it goes without saying that CES is incredibly demanding and competitive, so you can’t skimp by on a mediocre trade show booth

The first step is to decide on a goal for your exhibit:

  • Launch a product
  • Get media coverage 
  • Generate leads 
  • Elevate your brand 
  • Conduct meetings 

Once you define your goal, you can pick an exhibit space within CES. For example, Eureka Park is a startup arena that is great for brands launching new products and ideas. From there, you can apply for an exhibit space and begin working on a custom convention booth design that meets your needs and goals. 

If you hope to exhibit at CES one day, it’s never too early to get started. Contact IGE to discuss your trade show project for CES. 

Tips and Tricks for Quarter 4 Trade Shows

analyzing Q4 numbers

Quarter 4 feels like a magical time for businesses. Almost every company has the opportunity to bring in extra revenue because of the holidays. Even if your business doesn’t have traditional holiday gifts, you can still boost sales by offering winter-related promotions and sales. 

Another thing that is wrapping up for the year is attending trade shows. Many businesses have finished up their trade shows for the year, while others have one or two left. If you fall into the latter category, surely you want to make the most of your last events. Fortunately, you don’t need to rely on over-the-top gimmicks to stand out. Simply amplify what you do best.

Below are some tips and tricks to help you make the most of quarter 4 trade shows. 

Review Booth Etiquette 

Trade show attendance increases at this time of year, so you can expect to have your brand in front of more people than normal. First impressions are everything, so be sure that your booth staff knows the proper etiquette. This includes being alert and smiling at people who walk by. No one should be on their phones or distracted.

Finalize Dinners and Sponsorships

Connecting with people outside the booth floor is a great way to build stronger relationships. Think about some of the people (e.g., industry professionals, local business owners, competitors) who you want to meet with. Now is the time to invite them to happy hour or dinner. Depending on your fourth quarter budget, you might be able to create a more personalized experience that includes tickets to a sports event or theater play. 

Spruce Up Your Custom Trade Show Display 

Even though now is not the time for a rehaul, you can always freshen up your display before your next trade show. It’s likely that it has taken a beating over the past year or two and is in need of new signage, a fresh coat of paint or customized brochures. You may even want to incorporate holiday elements, such as garland, a light show or holiday music. 

Update Your Swag Bags 

Plan on handing out swag bags or other promotional merchandise? The best products are useful, thoughtful and relevant. Think about holiday-inspired swag that aligns with your business. This could include beanie caps, hot chocolate mugs, ice scrapers and hand warmers. 

Quarter 4 is bound to leave you with more traffic, more sales and more customers. Remember, some people will be visiting you for the first time, so make every interaction positive and memorable. And, to get a jumpstart on a custom trade show booth for next year, contact IGE today. 

Content You Can Live Stream from Your Trade Show Exhibit

person taking video on smartphone

There are many ways to stand out at a trade show event, and live streaming is one of them. The best part is, you’re not just interacting with people at the show. You’re also engaging with people at home or in the office.

If you’re looking for new ways to connect with your audience, we highly recommend live streaming from your booth. At IGE, we have experience with this technology and can help you build a custom exhibition booth that accommodates it.

Below you’ll learn the reasons why you should add a live feed to your exhibit and how to make this happen. 

Benefits of Trade Show Live Streaming

When you exhibit at an expo, many of your clients and prospects will be present. However, there are still many great people who are unable to attend the event due to budget constraints, scheduling conflicts and attendance caps. Rather than having these people forget about you, live streaming makes your brand accessible.

Thanks to live feeds, you can bring your trade show presence to someone’s living room or office desk. They can be part of the action, whether it’s watching you unveil a new product or showcasing your latest offers. People will appreciate this and develop stronger brand ties. 

Types of Content You Can Live Stream 

So, what type of content is best for live streaming? Plenty! You can practically stream anything, but here are some of the most popular options: 

  • Stationary footage. Set up a camera and let it capture footage from your time at the event. This is a great way to let your audience know what’s happening on the trade show floor.
  • Specific events. If you want to capture something specific, create a semi-portable setup where you can move the camera freely around your booth. This allows you to capture product demos, interviews and contest drawings. 
  • Reporting. For reporting purposes, assign one of your team members to be the narrator. Have them record video of your exhibit booth design and other key parts of the event. 

Getting Started with Live Streaming 

To live stream from your trade show booth, you need an in-booth A/V team, a streaming provider and a viewing platform. Your A/V team can be someone from your own company who is responsible for setting up and monitoring the equipment. However, for the best results, you might want to hire a professional.

As for the streaming provider, this is the internet, which is available from the venue. Lastly, the viewing platform is the website where your audience will view your content. Most exhibitors use social media as their platform. 

If you want to live stream from your trade show exhibit, it’s easier than you think! This is a cost-effective way to get more attention to your display. To learn more about taking advantage of this technology, contact IGE today. 

5 Tips for Making Sure Your Trade Show Display is Secure

large crowd at trade show

Trade show exhibition halls are busy places with a lot going on. At any given show, there’s likely to be hundreds of exhibitors and thousands of attendees. With so many people and trade show booth designs gathered into one place, it’s crucial that you give attention to the safety and security of your exhibit

At IGE, we always consider the environment when building exhibits. We realize that our clients’ custom trade show displays must be durable enough to withstand shipping, setup and take down and foot traffic from hundreds of thousands of people. But, there are things you can do to take your exhibit’s care to the next level.

Below are five tips for making sure your exhibit stays safe. 

  1. Have the resources to safeguard your booth.

Most event organizers hire security guards to make sure that attendees have the proper credentials and that everyone in the event space is supposed to be there. However, these trade show security services are not responsible for the exhibit show displays. It’s up to you to protect your booth, products and electronics. Theft can still happen, especially when it comes to expensive items like digital displays and A/V equipment.

  1. Keep items locked up when away from the booth.

If you’re not at your booth, you can’t control what happens. This is why it’s important to keep personal possessions, electronics and trade show swag under lock and key. Only bring what you need to the event. The rest of your possessions can stay in the safe at your hotel room. For those items that come with you (purse, briefcase, giveaways, phones), keep them hidden or locked away. 

  1. Mount equipment securely.

One of the best ways to ensure your electronic equipment doesn’t get stolen is by mounting it correctly. When this is the case, it takes longer for a person to take the item, which deters them from doing it. If people are going to steal something, they look for easy opportunities. So, make sure that all digital devices are securely locked into their display stands.

  1. Stay organized. 

When you organize your trade show booth, you’ll know where everything is. Plus, when you’re alert and have clear places for each item, you’re less likely to be a victim of theft. Again, people look for easy opportunities. Keep your booth free of clutter, never leave your retail display unattended and list valuable items that are checked for at the end of each day. 

  1. Label boxes carefully. 

When you label boxes and containers, be thoughtful about what you write. If you label a box with “tablets,” this is more likely to draw attention from curious people. Instead, think of other, less revealing ways to label your containers such as with “pamphlets” or “brochures.” This way, you can keep organized without advertising items of value. 

These are just some of the ways to keep your exhibit safe and secure. Most people who exhibit at and attend trade shows are there for the right reasons, but it’s still important not to create opportunities for things to happen. 

Best Holiday Trade Shows to Attend in 2019

holiday trade shows

Are you looking for a holiday trade show to attend this season? This time of year offers many wonderful opportunities to browse new products and services that will be making their debut next year. If you can’t make it to one of these shows this year, it’s certainly not too late to plan for 2020. It takes time to book hotel rooms and transportation, as well as build a custom trade show display. Now is the time to start planning what shows you want to attend

In the meantime, here are some of the best holiday trade shows to attend in 2019. 

Home and Holiday Show

November 8-10th, 2019, Rock Springs, WY 

The Home and Holiday Show is a 3-day event that’s held from Nov. 8th to Nov. 10th. Located in the Sweetwater Events Complex in Rock Springs, the event is free to the public. Between 100 and 500 exhibitors have come for the last 9 years, and booths fill up fast. The event draws in thousands who are looking for unique gift ideas for the holiday season. From jewelry to baked goods to arts and crafts, the event has a little bit of everything. Even Santa makes an appearance! 

Holiday Market – Charleston

November 8-10th, 2019, Charleston, SC

Held at the North Charleston Coliseum in Charleston, SC, this event features over 520 custom booths and over 14,000 visitors. The expo intends to be a one-stop shop for all holiday gifts – arts and crafts, fashion jewelry, clothing, gourmet foods, decorations and more. You can even sample food and wines as well as meet Santa! Tickets are inexpensive ($8/adult, $1/child, under 6 free) and parking is free. 

International Halloween Show

December 4-6th, 2019, New York, NY

Even though we just celebrated Halloween, those in the industry know that it’s time to start planning for Halloween 2020. The International Halloween Show is the second largest commercial holiday in the U.S. with plenty of sales to be made. Thousands of retailers attend this event, showing off the latest trends in costumes, makeup and spooky products. 

Holiday JF&A Jewelry, Fashion and Accessories Show

December 5-8th 2019, Schaumburg, IL 

TransWorld’s Jewelry, Fashion and Accessories Shows are the largest cash & carry shows in the country. They are held five times a year in various locations, with the latest show being held in Schaumburg, IL. Aside from jewelry, attendees can also find beauty products, housewares, fashion accessories and more. Registration is free and people come ready to spend, especially with the holiday season in full swing.

People are eager to shop this time of year! If you are looking to exhibit at one of these events next year, contact IGE for more information on building a custom trade show booth

Trade Show City Spotlight: New York City, NY —

New York City Trade Shows: A Guide

Javits Center

If you’re looking to position your brand in front of a wider audience, attending New York City trade shows is a must! New York is one of the most popular cities in the U.S. – and it’s no surprise why! The largest city in the U.S. by population has a plethora of venues, hotels and restaurants. With so much to do and see, many events come to New York each year. 

Many of our clients choose to exhibit in NYC because of its great selection of events and potential exposure. The easy proximity to landmarks like the Statue of Liberty, Empire State Building, Rockefeller Center and Central Park don’t hurt either. Whether you’re looking to enhance your current trade show strategy or build new relationships, New York City has it all!

Millions of Potential Clients

In 2017, 62.8 million people visited New York City. It was a record-breaking number for the eighth year in a row! This is in addition to the 8.4 million residents inhabiting the area. Therefore there are millions of people to market to at any given point in time. The 100+ trade shows held in NYC get plenty of exposure and have large attendances to draw from.

Convenient Transportation 

As the largest city in the U.S., New York has no shortage of transportation options. To begin, there are three airports to fly into: John F. Kennedy International, LaGuardia and Newark Liberty International. This makes it easy to choose an airport that meets your criteria, such as price or location. On the whole, JFK is the preferred airport, although it isn’t closest to the city. However, in terms of public transport, it’s a clear winner, as it is connected to Manhattan by the AirTrain. It connects to 3 subway lines and is very affordable to ride. 

Because the city is so dense, the majority of residents forego owning vehicles and instead opt for public transit. Favored modes include 3 different subway systems, various trains, or the extensive bus lines. The low ownership of personal automobiles and the city’s long history of constant transit improvement means it is all relatively simple to use. That said, if you are visiting for an event, you likely won’t need to study up on these options. Many hotels offer complimentary shuttle buses to and from the various convention centers. You can also engage in the storied tradition of hailing a cab, or request a taxi, Uber or Lyft when you need.

Great Venues 

Thanks to the abundance of venues, events small and large can be easily held in New York. Some of the most popular include: 

  • Jacob K. Javits Convention Center. Known as the Javits Center, this venue is the largest convention center and is located on Eleventh Avenue. It features modern architecture, 76,000 square feet of exhibition space and views of the scenic Hudson River.
  • Metropolitan Pavilion. This beautiful location offers four special event spaces and full production services. A pavillion, gallery, suite and ‘level’ all include sound and lighting, HD projection, LED display technologies and ultra-fast internet. The spaces can even be combined by an interior staircase or elevator.
  • Pier Sixty. Pier Sixty is a joint venture with The Lighthouse and Current. Each offer waterfront views, valet parking, easy accessibility, shuttle bus service and more. Pier Sixty is a smaller venue, holding up to 2,000 guests. 
  • The Altman Building. The Altman Building is a private event venue that features two floors and over 14,000 square feet of space. The venue is stunning, offering hardwood floors, brick ceilings and large windows, all features that will support your custom exhibit display


New York City trade shows tend to attract large crowds because of the environment. People know that when they attend an event in the Empire State, they also get to enjoy the NYC nightlife. There are infinite hotels, restaurants and culture to enjoy. What is better than to work by day and play by night? You can easily turn a work event into a personal getaway or corporate retreat! 

This bustling environment also sets the stage for business relationships to be formed and strengthened. You can take a client out to the Gotham Comedy Club, where big names like Jerry Seinfeld and Dave Chappelle have starred. Meet a potential vendor at Yankee Stadium, or treat staff to an NBC Studio Tour. 

Between museums, restaurants, comedy clubs, cruise tours, wineries, breweries and the attractions that New York is known for (Central Park, Bronx Zoo, New York Aquarium…), there are many opportunities to optimize your trade show adventure. 

Biggest Trade Shows in NYC

  • Comic-ConComic-Con is one of the most popular trade shows in NYC. Held in the Javits Center, the event attracts more than 185,000 fans, 3,000 press members and 850 visiting companies. Anyone interested in video games, anime, graphic novels, movies, TV series, etc. must attend. 
  • NY NOW – NY NOW is the largest wholesale trade show in America and features the latest trends in home, lifestyle and handmade gift products. Held at the Javits Center twice a year, the event introduces 20,000+ attendees to 2,300+ brands. 
  • NRF Retail’s Big Show – The world’s largest retail conference and expo is comprised of all retail formats and channels of distribution. Another Javits Center event, NRF attracts 38,000 attendees, 16,000 retailers and 800 exhibitors from 99 countries. 
  • Architectural Digest Design Show (ADDS) – ADDS is held over four days at Pier 94, uniting over 40,000 design aficionados with 400 brands to drool over a curated presentation of all things aesthetic.
  • North American International Toy Fair – The International Toy Fair features 150,000 toys every year in February. Also hosted at the Javits Center, over 1,000 vendors invite 13,000 attendees to play like kids for the day!
  • New York Times Travel Show – This show unites 35,000 travel connoisseurs for three exciting days. 750 exhibitors representing 175 different countries congregate at the Javits Center every January. 
  • Vision Expo East – A celebration of all things eye-related, this popular event features 700+ exhibitors at the Javits Center every March. In addition to 15,000 attendees, over 3,500 industry professionals visit the showroom floor.

If you plan to head east for a New York City trade show, contact IGE today.  We’ll design a booth that knocks your next NYC trade show out of the park – Central Park that is! 

Trade Show Information from IGE Group —

Guidelines to Determining a Trade Show Budget

trade show activity

Exhibiting is a pretty intensive endeavor. Just determining a trade show budget is a monumental task, let alone executing all the moving parts. According to CEIR, the industry standard is that a company’s overall trade show budget is 3x the cost to reserve a booth space. 

For clients who are not very experienced in participating in a trade show event, it is easy to miss certain specifics that should be considered. Every show is different, so associated costs will always vary. However, Exhibitor has done a good job of researching the breakdown of costs over time, which provides a good working guideline. Regardless of what those costs actually are, there remains a definite list of anticipated expenses. We’ve put a list of these together with general explanations and hope it helps when developing a budget for your next event.

Definitive Costs

Registration Fees 2 to 5%

This is the cost to attend the event. Any employee planning to visit the showroom floor or booth staff will require a registration pass. There are generally a variety of options, such as association members versus non-members, or 1-day passes versus the entire show. The cost of entry also usually fluctuates depending on when it is purchased; those who buy early are likely to get a better price.

Exhibiting Space – 30 to 35%

This is the price of the space your booth occupies during an event. Nowadays the average cost is about a third of an exhibitor’s total event budget and is the largest expense in your budget. Where space is located on the showroom floor and its size determines its cost. Events often offer early registration, which can save on the rate per square foot. The industry average for booth space is $21/square foot. Therefore a standard 10’x10’ booth space would cost $2,100.

Exhibit Design (Build/Rental/Refurbishment) – 10 to 20%*

Expect this cost to vary depending on the type of structure you intend to use and its size. A custom exhibit will be more expensive, but they will also only be a 1-time purchase (give or take general upkeep and updates over the years). Custom rentals will be less than a permanent booth, but a little more than a generic rental. Other factors to consider when deciding between buying or renting are how often it will be used and the expense of subsequent storage. A rental won’t require it, while a purchase will.

The industry average to purchase a custom trade show display is $100-$150 per square foot for larger displays. This means a 20×20 display would cost between $40,000 and $60,000.*  Rentals are about 35% of the hardware purchase cost.

*This is the display cost per show, not the total investment. When you purchase a booth, you obviously plan to use it multiple times to get the most out of your expenditure. To determine the display cost per show, you’ll need to estimate how many shows you will go to each year and for how many years. The average lifetime of a display is five years; for graphics, the average lifetime is one year.

Show Services – 15%

In the simplest nutshell, Show Services encompass anything your booth requires aside from the actual structure itself. Rates fluctuate depending on the labor costs in the event state and what sort of pricing the company you work with can get. If a services company is listed for the event, take the time to try to find their labor rates in advance to avoid surprises. Services include:

  • drayage (transport of exhibit materials from the dock or warehouse to the space, unloading, packing everything up after the show and returning it to the dock for shipping)
  • I&D (installation and dismantle)
  • advance storage
  • material handling
  • props and/or equipment rentals (such as A/V, plants or furniture)
  • anything electrical
  • internet service
  • cleaning

Shipping/Transportation– 10%

This is the cost to transport your exhibit materials from its origin to the event location warehouse. The price will be affected by the distance between the two, the size of the truck and/or the rate you or your contracted partner can secure.

Graphic Design/Production (Promotions/Marketing) – 5 to 10%

This expense is for the time it takes to design and develop promotional items, informational literature and any other supporting materials, such as social media or digital marketing imagery.

Personnel Travel/Expenses – 14 to 20%

Sending employees to manage the booth, network and represent the business is a pretty pricey venture. Between the expense of gas and oil to travel, lodging and food allowance, this cost is likely to be one of the most significant. Keep this in mind when deciding what shows to attend.

Post-Event Booth Storage (if needed) – 4 to 6%

If you own an exhibit, don’t forget to account for its housing when not being used. When you partner with IGE, we have storage facilities you can use. We’ll let you know up-front what the fees will be so you can include it in your planning.

Miscellaneous Costs – 2 to 7%

This should be allotted for unforeseen expenses, overages and other hidden costs (see below).

Hidden Costs

Even after the most careful planning, unexpected costs can happen. Some examples include:

  • When exhibiting in an unfamiliar venue there may be unexpected costs for labor. A partner like IGE has long-standing relationships with major convention centers across the country, which can save time and money, as well as the stress of trying to manage participation from a distance.
  • Be aware that if your event is on the weekend or if there are associated wait times during pick up or drop off, there may be additional shipping costs involved. Planning ahead or using a third party to manage the logistics and can also offer off-seasonal warehouse storage is another cost savings solution.

As already mentioned, determining the budget is only a piece of planning to exhibit at a trade show. Vispro offers a robust Trade Show Checklist you might also find useful.  And, of course, enlisting a partner like IGE can help along the way. Contact us to discover if we are a good fit when planning your next trade show experience!

Trade Show Information from IGE Group —

Why Buying a Custom Exhibit is Worth the Investment

Buying a Custom Exhibit

With all the hype surrounding portable, modular and rental exhibits, some wonder if it’s still worth it to build a custom exhibit. Purchasing a trade show display is a great option if you plan to exhibit at multiple trade shows. Because buying custom exhibit is more expensive than renting, it really depends on your budget, what you can afford, and how often it will be used.

Below are some reasons why buying a custom trade show exhibit may be better for your business than renting. 

Strong Brand Presence 

No other display option will be as detailed and true to your brand as a custom-built exhibit. These structures are built exactly to your needs and will impress an audience. You can select the color, look and feel of your booth and ensure your branding stays consistent. It usually takes several months to complete this project, during which time you will work closely with the design team to bring your vision to life. 

Cost Savings Over Time 

Custom trade show displays can save money over time. We typically recommend them to clients who exhibit at three or more trade shows a year. Rather than paying for a rental each time, you spend the money once and enjoy a successful brand presence at each event. Plus, there are ways to keep costs down on the front end, such as by choosing lightweight materials. However, you will want to build refurbishment costs into your budget. 

Highly Targeted Leads 

With a custom-built display, you’re able to work with the design team to create an exhibit that speaks specifically to your audience. From the messaging, to the lighting, to the interactive technology, each detail will cater to your particular crowd. This is why purchased trade show booths typically attract more traffic and leads, skyrocketing trade show ROI. 

No Limitations 

Investing in a custom exhibit allows for maximum flexibility and unfettered creativity. You don’t have to forgo any of the elements you want because they aren’t available or won’t fit with the design. The sky is the limit because they’re built from scratch. From innovative materials to artificial intelligence, the possibilities are endless.

Want Something Custom without the Loftier Price Tag? Opt for Custom Display Rentals

If you love the idea of having an exhibit built to your needs but don’t have the capital to purchase one, look into a custom rental exhibit. These displays offer the best of both worlds – a reasonable price tag with options for customization.  IGE builds trade show display rentals using materials from our rental inventory. You have the ability to adjust the design to fit your needs and appeal to your audience. To discuss your upcoming project, contact IGE today. 

Trade Show Information from IGE Group —

3 Simple 2020 Trade Show Trends To Look For

2020 Trade Show Trends

As we head into the final chapter of a decade, it’s fun to look back at how things have changed over the last ten years. Today, features such as augmented reality, artificial intelligence and interactive screens are accessible to brands big and small. This technology has allowed trade show exhibits to evolve and offer new ways for clients to interact and form brand relationships. Be sure to implement these 3 simple 2020 trade show booth trends to make the most of your exhibit experience next year. 

1.Live Demonstrations 

Trade show attendees are faced with so many multi-sensory experiences that can lead to diminished attention spans. While scientists disagree on how long a human’s attention span lasts, we can say for certain that it’s growing shorter by the day. Remember why people attend trade shows in the first place. They want to see, touch and experience new products, get to know the people behind the brands, and create more meaningful connections than what happens online. 

Live demonstrations provide necessary information in a clear and memorable way. Decide how often you plan to run the demonstrations and where they will be held. Make sure your audience is comfortable. Also, be have knowledgeable, well-trained staff leading the demos. They must be able to answer tough questions. 

2. Nostalgia 

From the TV show spin-off Fuller House, to throwback games like Plinko, everyone is hopping on the nostalgia train. Although technology continues to propel us forward, nothing captures our attention (and our hearts) quite like nostalgia. 

There are actually scientific reasons why people love nostalgia. First, it elicits positive emotions and keeps us happy. Instead of feeling like we’ve lost things, old memories remind us of what we’ve gained. Nostalgia also brings people closer together, instills hope, and supplies meaning to our lives. Knowing how important nostalgia is, find ways to work it into your exhibit design. Maybe re-introduce vintage products, feature childhood games or give away tickets to a whimsical place, like an amusement park or water park. 

3. Charging Stations 

With so much sensory overload happening on the trade show floor, attendees appreciate a mental break. So why not be the brand to give it to them? 

Charging stations have become a must-have for booths and stands at trade show events. Most attendees have their phones with them and are using them the entire time to snap photos, add contact info, schedule appointments, etc. Their batteries are sure to run low! By offering a place to recharge, you invite people in to linger and relax. This means you will have their attention and can introduce them to your products and services through kiosks and LCD screens. People will also appreciate that you’ve provided them with a service they need. 


If you want to stand out at your upcoming trade show events, technology isn’t the only way to do it. You can create engaging, memorable experiences just by embracing simple things like live demonstrations, nostalgia and a relaxing space. Contact us to learn more about implementing these trends into your next custom trade show display

Trade Show Information from IGE Group —

Trade Show Timeline: What Happens in 12 Months?

A lot goes into planning a trade show event. From preparing your staff to making the travel arrangements, it can feel like your to-do list goes on forever. To avoid feeling overwhelmed, it’s helpful to sit down and create a trade show planning timeline with the tasks you need to complete. This will keep you on track with your goals and ensure a smooth and successful event.

12 Months – Select the Best Shows

How many conferences you attend is up to you, your budget and the goals you hope to reach. Some businesses pour everything into one or two big shows, while others attend several smaller shows. Give yourself enough time to look at all the events you might want to attend. Narrow down your options based on the following:

  • Does the show align with your company objectives?
  • What reputation does the show have?
  • Will your organization fit in with the other exhibitors?
  • Do the logistics make sense for your business?
  • Can you afford to attend the event? Consider all costs, including booth space rental, travel, staff expenses, etc.

9 Months – Define Your Goals and Plan for the Exhibit

Start by defining the goals you hope to achieve. Do you want to boost brand awareness? Connect with leads? Network with colleagues? Gain competitive insight? Each event should have a unique purpose. Also, determine how you will measure this success. What will your benchmarks be?

When you know your reason for attending the conference, you can build a custom exhibit that helps you stay on track with your goals. Begin with the basics. What size and layout do you want? What features are a must? Do you want to incorporate virtual reality or innovative product displays? Working with an exhibit design firm ensures that you get the best possible trade show booth while addressing your specific needs.

6 Months – Generate Buzz

Now is the time to get people excited for the event. Hopefully there is already buzz surrounding the trade show and you can feed off of this. Not all conferences get a lot of PR… if this is the case, you have six long months to spread the word!

Use social media to your advantage. Share fun facts or post updates. Write about past experiences from the event (if you’ve attended before). Upload videos or do a countdown until your new product launching. Blogs, press releases, emails and even text messages can be used to share the news. Of course, nothing beats fun promotions and giveaways. People love free stuff, and it feels good to reward loyal customers.

3 Months – Finalize the Details

By this point, you should have most of the details in place. Now it’s time for the finishing touches. Do you have meetings to plan? Dinners to schedule? Staff to train? If your custom exhibit has technology integrated, make sure that your staff knows how to operate it. Also, touch base with your installation and dismantle service to finalize shipping accommodations.

It’s hard to believe that it takes a full year to plan for a trade show! By breaking things down into smaller steps, you can focus on the right tasks at the right time. Ace Models created this super-helpful info-graphic for a quick visual of a general trade show timeline:

Courtesy of Ace Models

Trade Show Information from IGE Group —

Hidden Trade Show Costs to Watch For

hidden costs iceberg

Is your trade show ROI lower than it should be? Even with a successful trade show, your numbers can still turn out poorly. If you had a lot of traffic and passed off high quality leads to your sales team, but did not see the ROI you had hoped for, it’s probably hidden expenses that are cutting into your budgetHidden trade show costs can be more expensive than trade show professionals realize. It’s important to account for these expenses, though some will always slip through. However, the more you can plan ahead, the more ROI you can generate from your marketing strategy. Here are the most common hidden trade show booth costs that affect businesses and how to keep them to a minimum.


Be mindful of what, when and how you ship your custom trade show booths. Make sure all shipments are planned ahead so that you don’t end up paying late fees and surcharges. Box count and total weight also affect shipping costs, so purchase what you can once you reach your destination. For example, if you plan to print off brochures, you can do this at a local Kinkos/FedEx. 

Fuel Surcharges 

Fuel surcharges are additional shipping costs that cover the fuel used by postal trucks. These fees aren’t exactly in your control, but you still need to plan for them. Ask if your method of shipment includes a fuel surcharge, and if it does, if it’s fixed or not. Often, fuel charges fluctuate based on the time of year, political climate and other factors.

Late Fees

Shipping fees aren’t the only thing that’s affected by late planning. You can also incur a lot of extra costs by missing important deadlines. Be sure to start planning far in advance so that you can have everything approved in a timely manner. Purchasing electric, internet, booth space, etc. after the deadline usually includes late or rush fees that will cut into your budget. By planning early, you may be able to take advantage of early bird rates. 


If your trade show display booth is cumbersome and requires outside help to set up, expect to be charged for labor. Labor costs depend on how long it takes to set up the display and are usually discussed when arranging for shipping. To save on these costs, choose a pop-up display or rental that uses lightweight materials. This way, your own team can set up the display, saving money on labor and shipping. 

Wait Times 

If your driver has to wait to unload your trade show shipment, they get paid for this time. It makes sense, as some drivers have to sit for hours before they can unload the shipment. To avoid these costs, schedule your deliveries efficiently. If you can’t predict when you’ll be there to accept the materials, send your custom trade show display to an advance warehouse. 

IGE Offers Shipping and Logistics Services 

As you can see, most hidden trade show costs have to do with shipping and logistics. Clients often pay attention to their budget during the design and fabrication phase of their trade show display, but they forget to factor in shipping. IGE offers customized solutions to ensure your trade show materials are delivered on time, on budget and in the right condition. Contact us today to learn more about our cost-effective logistics and storage options. 

Trade Show Tips and Tricks from IGE Group —

Why VR is a Great Way to Educate Your Audience

educate your audience using VR

Businesses are constantly looking for new ways to educate consumers on their products and services. Virtual reality (VR) is becoming a popular way to inform people on how a product works or how a service is employed. It’s especially beneficial at an exhibition booth because people are looking to be engaged in new and meaningful ways. Rather than having a staff member show someone how a product operates, the person can experience it for themselves. 

If you are considering adding VR to your marketing mix, here are some of the best ways to educate your audience using the technology


Who doesn’t love a good game? Virtual games are fun and entertaining, which can help people remember your brand and why you are different. Consider some of the games you can provide to attendees while educating them about your products and services.  For example, the game may require the player to follow a journey, perform mini tasks, operate machinery, etc. Gamification is also a powerful lead generation tool because people having fun are more likely to be open your business. 

Easier Communication 

As convenient as online communication is, it does not take the place of face-to-face interactions. You’ve probably misread an email or had your expectations for a project misunderstood. It’s frustrating when you feel like the service you’re paying for doesn’t quite “get” you, but that’s where VR can help close the gap. Using VR technology, you can improve communication by bringing customers into your space. Give people an immersive experience of what it’s like to sit in a meeting or work on the manufacturing lines. It might convert a new customer.

Interactive, 3-D Designs 

If you sell products that are difficult to showcase in your trade show exhibit design, VR works wonders at getting your point across. Let users experience your products for themselves while looking at a 3-D model. This allows them to see how the product will look in their space, and what changes need to be made for it to fit within their context. 

Virtual Travel 

Another way that VR technology can be used in your trade show booth design is by taking customers through your business. For example, hotels can take viewers on a tour of their guest rooms, suites, meeting rooms, restaurants and more. This gives customers greater confidence in their purchase decision and also creates realistic expectations, improving customer satisfaction. 

Virtual reality is becoming more accessible and mainstream thanks to economic VR headsets and emerging technologies. If you are looking for creative ways to educate your audience at your next trade show appearance, a virtual reality trade show booth is the perfect solution. You can entertain and engage a large audience and create memorable experiences that won’t go forgotten. 


Trade Show Information from IGE Group —

Why You Should Take Advantage of Trade Show Services

packing for trade show

As an exhibitor, it can be difficult to take care of everything on your own. That’s why many trade show companies offer show services in addition to building custom displays. With these trade show management services, you can ensure that all of the decisions made will support your overall marketing objectives. IGE offers various trade show services that can be included with your custom trade show booth. All of our services are tailored to the individual, so let us know how we can best serve you.

Below we share the trade show services we offer and the benefits of utilizing them. 

What are Trade Show Services? 

Exhibiting at a trade show is a process that starts long before the event. The purpose of these services is to get you ready for the event and ensure that it runs smoothly. No matter what type of event you are attending – U.S. or international – our services will allow you to deliver a turnkey exhibit

Here are some of the services offered to our clients: 

  • Shipping

    IGE makes sure that all components are delivered on time and in one piece. We have relationships with shipping carriers that keeps our prices low. We also have logistical services for your event programs, such as exhibit property management and storage. 

  • Installation and dismantle

    Let our team assist with the setup and take-down of your display. You can use this time for other things, such as meeting with industry professionals. Also, you can rest easy knowing that everything is set up properly for a smooth event, including electric and internet. 

  • Furniture

    If you want to add furniture to your trade show display, such as tables, chairs or armchairs, you can rent these items for a small fee. Furniture can make your space warm and inviting, so let us save you time and money by ordering it on your behalf.

  • Onsite supervision

    If you don’t have a lot of employees, or you want your staff to focus on your marketing goals, you can hire someone to supervise your site. Some of the things onsite supervisors do are tidy up the exhibit, stock the giveaways, test all audio/visual equipment and more. 

Benefits of Using Trade Show Services 

Exhibiting is much more successful when you spread out the work with a professional trade show company. Rather than being concerned with tedious details, you can focus on your marketing goals and strategies. This improves conversions and gives your sales team qualified leads to work with. Additionally, you can ensure that your booth staff puts their best foot forward, as they’ll have the time and energy to speak with all prospects. 

To learn more about how IGE’s trade show services can improve your exhibit strategy, contact IGE today

Trade Show Tips and Tricks from IGE Group —

Getting the Most from a Small Trade Show Display

Small Trade Show Display

Most exhibitors start with a 10×10 trade show booth because this provides an average space to work with and is affordable. However, as you start filling out the space, you’ll find that a 10×10 area isn’t very big. To ensure your small trade show display competes with the rest, you must make the most of every inch. Below are a few small trade show booth ideas and pointers on how to make a big impression. 

Keep Your Space Clean and Uncluttered 

When working with a 10×10 space, aim for the “less is more” look. You don’t want visitors to feel overwhelmed or distracted when they visit your booth, so focus on graphics with no more than 6-10 words, high quality images, clean typography and good lighting. You want visitors to walk by your booth and know what your brand does.

Use Technology to Share Your Products 

When you’re limited on space, you have to be more creative with how you use it. Instead of filling your exhibit with products and accessories, use it to interact with your visitors. Touchscreens, kiosks and virtual reality headsets can all be used to introduce your products and services. If visitors want to learn more, they can take the next steps to convert. 

Rely on Visuals to Share Your Message 

Choose your visuals wisely. Again, you don’t want to make your display too cluttered, but you do want to capture your audience’s attention in a few short seconds. Pick bold colors, simple typography and various types of signage to share your message. For example, banner stands can help your brand stand out from afar without taking up much floor space. Digital signage is bright and can be displayed on a monitor or tablet. 

Use the Small Space to Increase Comfort 

People are always more likely to stay and enjoy themselves if the exhibit is comfortable. With a smaller booth space, comfort is on your side. Invest in soft padding for the carpet, comfortable chairs, a charging station and accent lighting. The space will feel warm and inviting, which will offset the smaller size. Show that you are a company that knows what it’s doing and cares about its customers. 

Book Early to Get a Good Spot 

Trade show events fill up fast, and if you wait too long, you could get a poor location. Because you already know that your trade show display is small, be sure to book your space early. Position yourself near high-traffic areas, including the bathrooms and snack areas where lots of people are expected to pass. Facing the end of a row is also a great pick, as people walking by will see your brand. 

As your brand attends more trade shows and you’re ready to move up a size, you can direct your attention to custom displays, modular displays, portable displays and more. There are plenty of options to choose from that will fit your budget, and IGE has them all! Contact us today to learn more about designing a trade show display for your business. 

Trade Show Information from IGE Group —

7 Questions to Ask a Potential Exhibit Builder

exhibit builder partners

Are you in the market for a new trade show exhibit builder? There are hundreds across the country, and not all are created equal. Before you make the ultimate investment, be sure that you choose a trade show builder that is easy and enjoyable to work with. You should be happy with the process as much as the end result.

As you consider your options for an exhibit firm, here are seven trade show questions to ask each. This will help you narrow down your options and choose the best exhibit company. 

  1. How many years of experience do you have? 

This is a big one. The more experience a company has, the better. A long history shows that the company has been building custom trade show booths for many years and has enough clients to sustain business Also, experience leads to confidence in determining what materials to use, how to ship the display and more. 

  1. What services do you offer?

Some of today’s trade show companies offer turnkey solutions, but not all have the capacity to do so. The more services a company offers, the better it is for you. You can get everything under roof and one name – the design, fabrication, storage and logistics. 

  1. Who will build our display? 

Some exhibit companies outsource their fabrication to third parties. This is not ideal because these processes are out of their control. Exhibit companies like IGE have a full fabrication facility with state-of-the-art equipment and CNC machinery. Everything is made under one roof from start to finish, saving clients time and hassle. 

  1. What types of materials do you use? 

Always ask about the materials used in the displays. Lightweight materials like aluminum, tension fabric and plastic are popular because they are economical and easy to transport. Look for trade show partners that have access to these materials as well as shelving, mounts and counters.

  1. Do you have more than one warehousing facility? 

To save money and hassle on shipping and storage, you’ll want to pick an exhibit company that has multiple fulfillment and storage facilities. As an example, IGE has a warehouse with over 50,000 square feet of space as well as additional storage facilities around the U.S. and the world. 

  1. What do your other clients have to say? 

What types of clients does the exhibit firm work with? It’s a bonus if some are related to your industry, as the firm probably has great ideas to pass on. You can find reviews and testimonials on the company’s website, as well as on Google and social media sites. 

  1. Can I see your project portfolio? 

A reputable exhibit design firm will have a collection of their work. For example, IGE posts a lot of our work on our website where prospective clients can view it. We are proud of the cutting-edge materials, outstanding visuals and creative structures that our team comes up with. 


Weigh your options when it comes to choosing an exhibit builder. This extra time will pay off. And, if you’re not sure if you’re ready to invest in a custom trade show booth design, talk to the exhibit company about renting an exhibit or purchasing a cost-effective exhibit. 


Trade Show Tips and Tricks from IGE Group —

5 Tips for Selling at Trade Shows

Selling at RAPID Trade Show

Exhibiting is done for many reasons, but selling at trade shows is one of the most important. Sure, it’s great to generate better brand visibility and network with industry professionals, but nothing is quite as fulfilling as hearing someone say, “I’d like to purchase this product or sign up for this service.” Selling is always the ultimate bottom line. If you have a product or service that you can sell at your events, it’s important to practice smart trade show selling strategies. You’ll feel more fulfilled at these events, and you’ll be able to show your boss that trade shows have a positive impact on your bottom line. 

5 Tips for Selling More Products and Services During Trade Shows

  1. Pick the Right Shows to Attend 

The products and services you sell will be judged by the people around you. So, if you attend a trade show where the other exhibitors have top notch products, it’s going to be difficult to keep up. Pay attention to the trade shows you attend as part of your offline marketing strategy. Make sure the competition is on par with yours so that you can sell your products effectively. When your products and services are in line with your competitors, it also means that you are selling to the right audience. 

  1. Price Your Products Accordingly 

Attendees often look for good deals when attending trade shows. They know that brands want to sell their products and are more willing to make a deal. So, be prepared to lower your prices and offer incentives to get the ball rolling. Draw attention to your trade show exhibit design by using digital signage, educational kiosks or augmented reality. Let people experience your products and services firsthand so that they are more willing to convert.

  1. Train Your Booth Staff

Be strategic about the people you send to your trade shows. Choose energetic salespeople who are polite, but effective. People tend to talk themselves out of buying something, so it’s your staff’s job to stop this from happening. Good salespeople are able to address buyer concerns and keep customers in the funnel. 

  1. Prioritize Customer Loyalty

Brands are often quick to give incentives and discounts to new customers, but they don’t do the same for returning customers. However, the money is in the return customer. If someone does buy your product or service on the spot, give them an incentive to sweeten the pot. This could be a loyalty card, a future coupon code or a discount for a referral. 

  1. Build Relationships First, Sell Second 

Always take the time to build relationships first. Again, it pays to have experienced salespeople at your custom trade show booth who can strike up a conversation and learn about your visitors. Use technology to your advantage to share your brand experience, such as virtual reality, digital kiosks and interactive games. As visitors learn more about your brand, they will be more likely to work with you. People like working with brands they trust, so if you want to be an effective seller, you must be authentic and likable. 

IGE is prepared to give your brand a competitive edge. By applying the above tips on how to sell at trade shows and creating a custom trade booth, you can attract, energize and influence the right people. 

Trade Show City Spotlight: Louisville, KY —

Louisville Trade Shows: A Guide

Louisville Trade shows by Decatur Magazine

Are you thinking about exhibiting at Louisville trade shows in Kentucky? This is a great city to exhibit in, as it’s home to some of the biggest trade show events, several large convention centers, and tons of attractions to use for networking purposes. If you need help creating a knockout booth for a show in Louisville, we can propel your brand further! We are an award-winning exhibit firm that designs and fabricates custom trade show booths for expositions around the country and world, including Louisville trade shows.  Some of our favorite events are held in Louisville, including the Mid-America Truck Show and the ICUEE (Construction Equipment) Show

Benefits of Exhibiting at a Louisville Trade Show 

Louisville is the largest city in Kentucky and the 27th most populous city in the U.S. It’s also known for being home of the Kentucky Derby, Louisville Slugger baseball bats, the University of Louisville and the Louisville Cardinals athletic teams. The city is brimming with culture, food, art, and some of the friendliest people you’ll ever meet. This is why it continues to be a top spot for trade shows. It’s also not far from large cities like Chicago, Indianapolis and Nashville.  Here are some reasons why our own clients enjoy exhibiting in Louisville.

Kentucky Exposition Center (KEC)

The Kentucky Exposition Center is a premier conference center and happens to be one of the largest expos in the country. It features over 1.3 million square feet of space, with 54 meeting rooms, 2 arenas and 300 acres of outdoor exhibit and demonstration space. Because everything is so flexible and accommodating, hosting events big and small is a no-brainer. 

Not only is the exposition center strategically organized, but it is also centrally located next to the airport. Imagine how much time and money can be saved by not having to travel to and from the airport! The convention center is also located within minutes from downtown Louisville and is accessible from multiple interstates. 

Shows held at the KEC include The Mid-America Truck Show, the ICUEE Expo and the GIE+Expo. These are all trade shows that IGE has built exhibits for. 

Kentucky International Convention Center (KICC)

The Kentucky International Convention Center underwent a major renovation and expansion last year for $207 million. It now boasts over 200,000 square feet of exhibit space, including 52 meeting rooms, a 175-seat theater and a 40,000 square foot ballroom. The convention center accommodates events of all sizes. As a bonus, the KICC is located in the center of downtown Louisville, near hotels, restaurants, distilleries, museums, gift shops and other attractions. Many of these locations are within walking distance – no need to hail a taxi or ride public transportation. Some of the biggest events held at the KICC are the Creation Garden Food Show, the Louisville Supercon and even America’s Got Talent auditions. 

Ramada Plaza Louisville Hotel and Conference Center 

Another option for exhibitors is the Ramada Plaza Louisville Hotel and Conference Center. Though not as big as the KEC or KICC, the Ramada Plaza Louisville features 45,000 square feet of meeting space and 11 meeting rooms. The conference center was also renovated this year, so you can expect a more upscale image from years past. Of course, the benefit to attending an event at a hotel is that guests can stay directly in the building. The Ramada Plaza Louisville has 110 guest rooms with single and double beds. This is a major perk for businesses and attendees who want to participate in trade shows at an economical rate. 

Vibrant Trade Show Economy 

Louisville may not get the same hype as cities like Las Vegas and Chicago, but it certainly doesn’t lag when it comes to trade shows, expos and other events. Louisville attracts over 16 million visitors each year, generating $3.5 million for the city

Events that had the biggest impact in 2018 include:

  • Kentucky Derby & Oaks ($354,931,061)
  • Breeders’ Cup World Championship ($70,078,602)
  • Mid-America Trucking Show ($25,610,761) 
  • Green Industry Equipment + Expo ($18,763,107)

2018 finished well, despite the fact that the Kentucky International Convention Center was closed for 7 months for renovations. It will be interesting to see what 2019 ends with now that the KICC is up and running, along with the Ramada Plaza Louisville that has been remodeled and re-branded. 

Entertainment and Attractions 

Want to go out for lunch with a client? Planning a team building exercise with your trade show booth staff? Or maybe you just want to relax after a long few days of exhibiting. Either way, Louisville has plenty to offer in terms of entertainment. 

Spend the afternoon at Louisville Slugger Field, which is one of the nicest minor league parks in the country. Tickets are affordable, making this is a great place for business outings. You can also visit popular attractions like Churchill Downs, Fourth Street Live and the Louisville Slugger Museum. On the first Friday of every month, the city offers free trolley rides that will take you around town. 

Working with IGE for a Louisville Trade Show 

If you want to exhibit at a Louisville trade show, IGE can design and fabricate an outstanding exhibit for your brand. We follow a 6-step process that includes everything you need to design, build and launch your exhibit. Not only are we leaders in technology and innovation, but we are also masters of clean compositions, creative structures, cutting-edge materials and interactive applications that bring our clients’ exhibits to life. With numerous fulfillment and storage facilities, we’re able to accommodate our clients as they exhibit at different shows in various cities. Contact IGE today to set up a consultation and learn about our turnkey solutions. We’ll be there every step of the way and ensure nothing short of excellence at your next event. 

Trade Show City Spotlight: Chicago, IL —

Attending Chicago Trade Shows: A Guide

ferry ride in chicago

The purpose of exhibiting at trade shows is to get your brand in front of more people and generate high quality leads. This is why location matters. It’s not a coincidence that some of the nation’s biggest cities – Los Angeles, New York, Chicago – are also some of the most popular locations for trade shows. Millions of people live in these cities, and millions more visit each year. Imagine the reach your brand can achieve just by attending a trade show in the right location! 

As an award-winning exhibit design company that specializes in the design and fabrication of trade show exhibits around the world, IGE isn’t biased to any one particular city. However, we do encourage our clients to opt for some locations over others based on their opportunities. One of the most popular cities for trade show activity is Chicago, a place some like to call “the heart of the Midwest.” 

Why Chicago is a Top City for Trade Shows 

Each year, Exhibitor Magazine announces the top U.S. trade show and event cities. Chicago is always on this list. In fact, on Exhibitor Magazine’s 2018 list, Chicago was ranked #3, following Las Vegas and Orlando. What makes Chicago one of the best cities for trade shows and corporate events? In short, both business and entertainment needs are easily met. Let’s explore some of the reasons why our own clients tend to favor Chicago-based trade shows. 

McCormick Place 

McCormick Place does not disappoint. With over 2.6 million square feet of exhibit space, it’s the largest and most flexible convention center in North America. The building accommodates 3 million visitors each year thanks to large events like the Chicago Auto Show and International Home and Housewares show. 

Not only does McCormick Place have millions of square feet to work with, but also the layout is thoughtfully designed. There are 170 meeting rooms, 600,000 square feet of meeting room space, 6 ballrooms and assembly seating for 18,000 people. Ample parking is also available thanks to the garage that holds 5,800 parking spaces. In a city where parking can be difficult to find and expensive, this parking garage is a huge asset. 

IGE is proud to say that we have designed and fabricated many exhibits for trade shows held at McCormick Place, including the AACC Clinical Lab Expo, the American Beauty Show, the National Restaurant Association Show and the International Manufacturing Technology Show, among others. 

Public Transportation 

When visiting Chicago, there is no shortage of public transportation. Chicago is a big city with millions of business professionals traveling each day, so there can’t be a lack of transportation. By exhibiting at a trade show in Chicago, you can be certain that you and your team will have efficient transportation, and so will clients who come to visit you. 

Taxis are widely available, and most hotels will hail one for you as you leave. Uber and Lyft drivers are also plentiful and are often more convenient and less expensive than traveling by taxi. We recommend downloading a ride sharing app before coming to Chicago. You’ll need it! 

You can also use Chicago’s CTA train system, which is called the “L” by locals. The L is cheap to ride, but it can be intimidating to non-natives due to all the colors and terms like, “Towards the Loop.” Even so, it is a great option if you feel comfortable using it. Buses are also available for an inexpensive fee. 

Bottom line: You can get around Chicago easily, thanks to all of the transportation. 

Exploration and Entertainment 

Exhibiting at a trade show all day is tiring, so it’s no wonder why people enjoy going out to relax. Fortunately, the Windy City doesn’t disappoint in the entertainment sector. Here are some ideas of things you can do after the show: 

  • Chicago Bears football games 
  • White Sox or Cubs baseball games 
  • Blackhawks hockey games 
  • Broadway theater and plays 
  • Restaurants, bars and nightclubs 
  • Museums (e.g, Field Museum, Museum of Science & Industry)
  • Shedd Aquarium
  • Navy Pier 
  • Beaches off Lake Michigan 
  • Lincoln Park Zoo 

This is just the tip of iceberg! There is so much to enjoy in Chicago, you’ll have endless opportunities for networking and team building. 

Centrally Located 

Another perk to choosing a Chicago trade show is that it’s centrally located in the middle of the country. No matter where your business is located, Chicago is an accessible location that attracts people from all over the country and the world.

If you have to fly into Chicago, there are two airports to choose from: Chicago O’Hare and Chicago Midway. O’Hare is located 18 miles from the center of downtown, and Midway is about 11 miles southwest of downtown. Both have plenty of transportation options from the airport to hotels, but be prepared for lots of traffic! Midway is the smaller airport, and it’s located closer to the city, though O’Hare is the nation’s busiest airport in terms of total flights. 

Not only is location important for your staff, but for attendees as well. Millions of people live in Chicago, and millions more visit each year. Its central location makes it attractive for trade show attendees, which means you can position your brand in front of hundreds of thousands of leads. People come to Chicago for the entertainment, food and sightseeing – attending noteworthy trade shows is just another perk. 

Exhibiting at a Chicago Trade Show 

If you are considering bringing your brand to Chicago, you won’t be disappointed in the experience. This is a wonderful opportunity to expand your brand’s reach and bring in more qualified leads. Some of the biggest trade shows are held in Chicago each year, including the International Home and Housewares Show, America’s Beauty Show, The Makeup Show, Expo Chicago, the Chicago Baby Show, the National Bridal Market and so much more!

IGE specializes in the design and fabrication of trade show exhibits around the country, including Chicago. We are happy to work with you to build a memorable exhibit environment that captivates your audience’s attention and encourages them to stay and learn about your products and services. Whether you have a trade show picked out, or you need recommendations, IGE is happy to help! We can suggest some of our favorite shows and which ones will help your brand achieve its marketing goals. Together, we can build an outstanding exhibit that embraces the latest trends and technologies. Contact us to discuss what we can do for you!

Trade Show Tips and Tricks from IGE Group —

Trade Show Lighting Hacks that Improve Your Exhibit

trade show booth lighting

The best custom trade show booths include a thoughtful balance of sound, audio and lighting. Together, they create the perfect ambiance that can propel your brand to the next level. As a bonus, digital audio-visual equipment is affordable and convenient. When you work with an experienced exhibit design firm, you can implement the latest innovations into your trade show booth designToday, we are going to focus on trade show booth lighting and the different ways it can be used to guide visitors through your exhibit. Let’s dig in!  

Consider the Right Color Tone 

Lighting comes in many forms, but sometimes, it boils down to the color you use. We recommend following the kelvin scale, which is the primary unit of temperature measurement in the physical sciences. LED, fluorescent and halogen bulbs all have different effects that can change an environment’s mood. Warm colors project warmth, making exhibits feel friendly and inviting. Cool colors are clean and white, and for this reason, portray true color. 

Invest in LED Lighting 

LED lighting is more expensive than other types of lighting, but you’ll get your return back compared to a fluorescent light bar or light strip. Unless you only plan to use the lighting one time, it’s best to spend the money and invest in quality lighting. LED lighting offers a long product life, saving you replacement costs and hassle. 

Incorporate Back-lighting 

One of the most popular trends in trade show exhibit design is back-lighting. Exhibitors love this design trend because it’s easy, inexpensive and draws attention to graphics, logos and more. For example, you can choose a durable aluminum frame, push-fit graphics and LED edge lighting to share your brand message. 

You can also use back-lit lighting for your fixtures. As an example, you can add LED lights around the counters where visitors have the opportunity to interact with your brand. This subtle illumination will guide people into your exhibit and make them feel welcome. 

Use Color-changing Lights Sparingly 

Color-changing lights are pleasing to the eye, but use them sparingly in your exhibition stand design. Flashing colors can make your exhibit too colorful and distract visitors from your core message. If you love the idea of bringing more color in through lighting, stick to color-changing lights in one area, such as a reception counter or seating area. This will drive traffic to the right places without interfering with your brand image. 

Enhance the Customer Experience 

Remember, lighting should be used to provide visitors with a positive, meaningful brand experience. Use lighting to complement this experience rather than placing it at every interaction. When used effectively, lighting will capture a person’s interest and guide them on an immersive journey through your exhibit. 

The possibilities for trade show lighting are endless. To learn more about your options for digital audio-visual equipment and integrations, contact IGE today. We have solutions for every size company and every budget. 

Trade Show Information from IGE Group —

5 Ways to Know if Modular Displays are Right for You

Skyspecs Modular Exhibit

Thinking about investing in a modular display? Modular trade show displays are becoming more popular thanks to their lightweight, versatile structures. Rather than pouring all of your eggs into one basket, modular exhibits allow you to change the size, add new components and repurpose graphics to reach your trade show goals. Below are five ways to know if modular displays are right for your trade show marketing strategy. 

  1. Modular displays are cost-effective and great for brands with tight budgets. 

Let’s face it. Exhibiting at a trade show is expensive. A large portion of your costs goes towards the trade show booth design. If you can save a few dollars without compromising your exhibit, then why not? Modular displays give you more bang for your buck. They are more affordable from the get-go because they use lightweight, economical materials. Plus, they are durable because they are expected to be used multiple times in various settings. This means fewer damages that you have to incur. 

  1. If you like to change your exhibit, modular exhibits are fully customizable.

Not all brands have the same exhibit at every show. If you tend to change your display based on the booth size you can afford and the various goals you’re looking to reach, a modular display is a great alternative.  These structures are made from various components that can be easily added, removed or adjusted, including shelving, tabletops, frames and lighting. The “skins” overlay the display’s frame to communicate your message. 

  1. If you exhibit at a lot of trade shows, you can reconfigure modular displays. 

If you frequently jump back and forth from 20 x 20 to 10 x 10 booth sizes, a modular exhibit will be a saving grace. You can configure whatever shapes and sizes you want while reusing the components. Trade show companies can also assist with your graphics so that they don’t go to waste. With reformatting and resolution changes, IGE can re-purpose most graphics. 

  1. Modular exhibits are portable and durable – perfect for travel.

Modular displays are built for transport. Made from materials like fiberglass, aluminum, nylon and polyester, the frames are durable. These materials hold up well to wear and tear, so you definitely get your money’s worth. Second, the fabrics are lightweight and easy to maneuver, so a single individual can carry them and set them up within minutes. 

  1. Tight or awkward spaces aren’t a problem with modular trade show exhibits. 

If you need to save money, getting a smaller exhibition booth in an awkward spot can be a great solution. The best part is, you won’t have to suffer foot traffic with a modular display. These structures make efficient use out of space thanks to sleek walls, strategically-placed panels, adjustable lighting and shelving, fabric graphics and so much more. This way, you can use every inch of your space effectively. 

It’s easy to understand why so many brands are choosing modular exhibits. They are flexible, versatile and cost-effective. To learn more about adding a modular trade show booth display to your trade show marketing strategy, contact IGE today

Trade Show Information from IGE Group —

Choosing the Best Trade Shows to Attend

choosing trade shows

Exhibiting at a trade show is an investment. The best way to get a good ROI is by choosing the best trade shows to attend. When you position your products and services in front of the right audience, you are more likely to walk away with high quality leads and increased sales. Luckily, there are some easy ways to narrow down your options and select the trade shows that will meet your goals and objectives.  To determine the best events for your business and booth, follow our tips below.

Define Your Goals 

Start with the goals you hope to reach by exhibiting at the trade show. Do you plan on raising awareness about your company? Increasing leads and sales? Strengthening relationships with customers? Understanding your goals will help you choose an event with the right attendees and environment. 

Do Your Research 

The next step is to find trade shows that align with your goals. You can start researching upcoming trade shows in your area or industry, or use a tool like The Trade Show Calendar to search for events you may be interested in. Some of the most popular cities for trade shows include Las Vegas, Chicago and New York, but you can find them all over. While traveling is always more expensive, most businesses have to do this at some point to reach a wider audience. 

Narrow Down Your Options 

Once you have a list of trade shows that you feel are worth attending, ask yourself how they will help you accomplish your objectives. Find out everything you can about each show, such as its demographics, statistics, vendors, etc. This information can usually be found on the trade show’s website. Based on the data, narrow down your options and ensure that you are choosing an event where your audience will be. Consider how long the trade show has been around, how well publicized it is, and if it has a positive reputation. 

Determine Your Budget 

What budget are you working with? Some trade shows are more expensive than others, so you want to make sure that you can afford an exhibition booth space. If you can’t, there’s no reason to force the numbers. By staying local, you can reduce travel expenses. In addition, choosing a modular or rental display can save on booth staff, shipping and storage. 

Know Your Audience 

Probably most important on our list is knowing the audience that will be at the event. How do they like to interact with your brand? What are their preferred communication channels? Use your buyer personas for guidance. Based on the demographics of the area and the types of attendees the event typically hosts, you can estimate how many attendees actually fit your customer profiles. 

The longer you exhibit and the more networking you do, the more confident you will be in choosing the right trade shows to attend. If you’re considering renting or designing a custom booth for an upcoming show, schedule a consultation with IGE today

Trade Show Exhibit Industry Accolades —

IGE Trade Show Exhibit Awards Through the Years


Over the years, we have been fortunate to win several trade show exhibit awards. We are proud to deliver incredible visuals, creative structures and immersive experiences for our clients. Using high-quality materials, eye-catching color palettes and interactive applications, our goal is to make brands come to life and deliver meaningful experiences to their customers.  While it’s always a great feeling to be recognized for our work, the real credit goes to our amazing clients. Thanks to their dedication and creative input, we achieve some pretty great designs!

Since our establishment in 1996, IGE has earned over 20 awards. Some of these finished projects can be seen here. Check them out – maybe your custom trade show booth will be next on our list! 

In the Beginning

  • 2001: Best Foreign Exhibit for our client Schering-Plough. 
  • 2003: 1st Place Exhibit and 1st Place Award for our client Extreme Networks. These awards came from Expo Comm Mexico, a trade show that covers telecommunications, broadband, wireless 3G/4G, network infrastructure and more. 
  • 2005: 1st Place Exhibit again at Expo Comm Mexico, but for a different client, UT Starcom. In addition, for this same client, we also won Best Booth Design at Telefonia IP and 1st Place Exhibit at Enercosur. 

UT Starcom Award Exhibit

Big Stuff

Toyota Award Winning Exhibit

  • 2010: Named Gold Winner by Event Design Magazine for Crest Oral-B and Schering-Plough. Furthermore, our recognition came from creating modular and custom environments as well as trade show environments under 50′ x 50′. 

Mobily Winning Exhibit

  • 2011: MOD Design Award Best Custom Exhibit award for our client Mobily.

  • 2013: First listed in the FAB 50 as one of the 50 Best Exhibit Fabricators in the U.S.
  • 2014. Silver Award in the Gold Key Awards (Large Display/Exhibit category) for our Crest Oral-B effort at the BMA Awards show. 

Crest Oral b Winning Exhibit

  • 2015: Best of Englewood Award for Business Services – a huge honor for our growing company.
  • 2017:  Listed again in the FAB 50 as one of the 50 Best Exhibit Fabricators in the U.S. We also won the Best in Show at the CEDIA Expo for our work with Dish


  • 2019. First Place RVX Display Award in the Large Display category for the exhibit we created for Newmar.

Each year is filled with new opportunities for us, and we look forward to working with new and existing clients. We can’t wait to see what this year brings! To start your custom trade show booth design with IGE, schedule a free consultation today

Trade Show City Spotlight: Las Vegas —

Las Vegas Trade Show Exhibits: A Guide

las vegas trade show booth

For over 20 consecutive years, Las Vegas has been named the country’s No. 1 trade show destination according to the Trade Show News Network (TSNN). Each year, roughly 20,000 meetings and conventions are held in Las Vegas, drawing in millions of people from around the world. Some of the largest events include CES (Sands Expo), CinemaCon (Caesars Palace), ConExpo (Las Vegas Convention Center) and the HR Tech Expo (Sands Expo Center).

Top Reasons to Bring Your Brand to Las Vegas

If your business is considering exhibiting at a Las Vegas trade show, this is a great move that can position your products and services in front of millions of people. Here are some reasons why Las Vegas continues to be a top spot for business conferences and trade show events.

  • Excellent accommodations. There is no shortage of flights, hotels and accommodations when traveling to Las Vegas. The city has hundreds of meeting rooms, training rooms, outdoor exhibit space and parking. Plus, the close proximity of Las Vegas amenities reduces the need for transportation.
  • Numerous convention spaces. Las Vegas has a huge number of event venues – more than most cities. Some of the most popular venues include the Las Vegas Convention Center, the Sands Expo Convention Center and the Mandalay Bay Convention Center. In fact, these are among the largest venues in the country!
  • Better attendance. Where events are held makes a huge difference on the turnout. Las Vegas shows have better-than-average attendance rates, and people spend more time interacting with exhibition stands in Las Vegas compared to other locations.
  • Accessible location. The McCarran International Airport is just two miles from Las Vegas Boulevard and three-and-a-half miles from the Las Vegas Convention Center. People don’t mind traveling to Vegas for these very reasons – it’s easy, accessible and surrounded by numerous business and leisure activities.
  • Favorable weather. Sure, Las Vegas gets hot, but you don’t have to worry about snowstorms, tornadoes, hurricanes, hailstorms, etc. ruining the event. Las Vegas has over 320 sunny days a year and dry conditions, so you can expect few disruptions to your travels.

Custom Exhibit Booths in Las Vegas

At IGE, we are never surprised when a client requests a custom trade show booth for Las Vegas. It’s a highly effective way to position products and services in front of a large audience. When the trade show wraps up for the day, there are plenty of networking opportunities that can take your connections further. Meet with suppliers and vendors over dinner or play games at the casinos with your top clients.

The only struggle with Las Vegas is the competition. The appeal of this 24/7 city brings a lot of exhibitors to Vegas each year. Many conventions are large and have hundreds to thousands of custom exhibit booths in Las Vegas. Renting your booth space early is a must if you want a decent spot. And trust us, you will.

Top Tips for Exhibiting at a Las Vegas Trade Show Event

A great booth space isn’t enough to get you noticed. You need a brilliant trade show display that captures people’s attention and invites them to stay and learn about your brand. Below we share some of our best tips for clients exhibiting at a Las Vegas trade show. Luckily, you’re in the right place because we can help with all of them!

1. Go with an attention-grabbing trade show booth in Las Vegas

Las Vegas is known for its free entertainment, such as the Bellagio fountains and the volcano at the Mirage Hotel. To put it simply, Las Vegas is the place to go big or go home. Plus, you already know that there is going to be a lot of competition, so it’s OK to raise the bars for your exhibition design in Las Vegas.

IGE will help you choose the best exhibit design elements to make your display pop, such as bold colors, digital signage and layers of lighting. We can work off your existing display or create a new one for the upcoming event. We can even tie in Las Vegas elements if they work for your brand. For example, people come to Vegas to play in the casinos, so offer booth attendants a game where they can spin the wheel for a prize!

2. Send people away with branded merchandise

People love getting free stuff, so don’t come to a Las Vegas show empty handed. Use branded swag for prizes, giveaways and contests. You can build gift baskets or reserve higher-end merchandise for top winners or new customers who sign up. For people who come to your booth, hand out promotional items with your brand name and logo on them. This will help people remember your brand long after the show.

3. Turn your booth into a rest stop

Giving away free stuff is a great way to drive traffic to your booth. After all, people in Las Vegas get excited when they see lines because they know something extraordinary is there. But, you can also get creative by turning your booth into a place where people can come and take a relaxing break. Here are a few ways to achieve this.

  • Serve bottled water and snacks with your name printed on the packages. Trade show attendees get tired from walking and appreciate a beverage and snack table.
  • Pop fresh popcorn at your exhibit. People can smell popcorn from a mile away! Put the popcorn in a branded box or container for exposure during the show. If you don’t want the mess of popcorn, opt for cotton candy instead.
  • Create a comfortable lounge area with chairs and entertainment, such as interactive kiosks. Don’t forget the charging stations so that visitors can recharge their phones and tablets.

Build Your Custom Trade Show Booth for Las Vegas with IGE

IGE creates brand experiences that take your environment and audience into mind. Exhibiting in Las Vegas is different from other areas, and it’s incredibly important that your display stands out from the competition. By working with our team, you can expect a stunning exhibit design in Las Vegas that encompasses exquisite architecture, stimulating visuals and engaging interactive elements. Let’s work together to create a custom trade show exhibit that is ready to attract and energize a Las Vegas audience.

Trade Show Tips and Tricks from IGE Group —

Choosing Between a Custom or Rental Exhibit

Custom or Rental Exhibit

If you think back to the trade shows you’ve recently attended, consider what brands stood out. Chances are that they were the brands with the most interactive and entertaining exhibits. There is no question that trade show booth displays are responsible for capturing attention. However, because you probably don’t have an unlimited budget to work with, you have to choose your exhibit’s features carefully. This may lead you to one of the biggest decisions: picking between a custom or rental exhibit. 

There are benefits to both rental displays and custom displays. Let’s review the advantages of each and how to pick the best solution for your brand.

Custom Exhibits and Their Benefits

A custom trade show display makes a powerful statement. It’s built specifically for your brand, giving you full control over each phase of the design and creation process. A custom exhibit demonstrated commitment to maintaining your brand image because all signage, colors, graphics, etc. will reflect your brand to a tee.

Although custom built booths are an investment, they pay off if you exhibit regularly. You can use the same display for each of your shows and continue making a big impact on your audience. Small updates can be made for each individual trade show, but the overall exhibit will remain the same.

The primary consideration for building a custom booth is that they are expensive and you need to provide storage for them. This could be in your workplace or at a separate warehouse. You will also be responsible for shipping the contents to and from your shows, as well as building it.

Rental Exhibits and Their Benefits

More businesses are opting for rental exhibits because of their flexibility and affordability. Using modular structures, a design team can put together an exhibit that is almost as good as a custom one. It will match your brand’s graphics, logos and colors, so no one can tell that it’s rented. Rentals are flexible and allow you to include interactive elements, virtual technology and more. You can even change the layout to accommodate your different booth spaces. 

When you’re done exhibiting at the event, a rental exhibit is delivered back to the trade show company. This way, you don’t have to worry about storage and logistics. This is one of the reasons why rental booths are highly recommended for last minute shows and for businesses that only exhibit on occasion.

Rentals are far less expensive than a custom exhibit, but they will get pricey if you exhibit at shows often. In this case, it’s better to build a custom display that can be used throughout the year. Continue fine tuning the exhibit to match your audience without having to rebuild it each time, as you would with a rental.

Still not sure what’s right for your brand? Contact IGE and we’ll discuss your options for affordable, effective trade show exhibits, including custom displays, rental displays and modular displays.

Trade Show Exhibit Industry Accolades —

Tradefest Highlights IGE as a Best-in-Class Booth Design Company

Best-in-Class Booth Design

In Tradefest’s recent blog article, Interglobal Exhibits is noted as best-in-class booth design company in their list of the top Exhibition Stand Builders and Booth Design Companies in the world.  IGE is always eager to impress with unique designs and stellar customer service. Some of the most demanding marketing managers in the world trust us to develop rich, memorable brand experiences.

Tradefest co-founder Joe Cochrane says: Our blog is all about giving value to the global community of exhibitors. We like everything that brings innovation to the trade show industry. We created this list because we wanted to highlight the trade show design companies that are taking booth design to the next level, needless to say, this is why IGE Exhibits quickly came on our radar as a company we needed to include.”

In a nutshell, Tradefest is a worldwide directory of trade shows, conferences, expos and conventions with a community element. Attendees and exhibitors share feedback on their experience of industry events. The platform empowers marketing and communication teams to successfully plan and execute their event marketing strategy. This allows them to browse thousands of events and reviews from verified professionals to identify the best trade shows and conferences in their industry. The resource is 100% free to use and signing up gets a user access to a personalized feed of recommended events based on industry.


Find new opportunities among the best industry trade shows and business events worldwide.


Read verified reviews and gain insights from thousands of attendees and exhibitors in your industry.


Gain insights from people like you. Build a smart event marketing strategy. Go where the action is.

Trade Show Tips and Tricks from IGE Group —

How to Make an Impression with Your Trade Show Messaging

Trade Show Messaging

Many exhibitors spend a lot of time on the visual elements of their trade show signage, but they don’t give much thought to the messaging. The best trade show graphics combine visual aesthetics and great brand messaging that speak to a highly targeted audience. Your brand messaging refers to the message you send as well as the fonts and typefaces you use.

Below we share the best ways that you can put your trade show graphics to good use and capture the right audience.

Apply the Right Tone of Voice

Your brand’s voice should remain consistent, but your tone can change. Because you are exhibiting at a trade show event with lots of attendees, it’s best to choose a tone that is warm, friendly and inviting. Still, consider your audience and the type of messaging they expect from you. Does your audience expect you to be funny and playful? Or do they expect you to be serious and fact-based?

Speak to a Targeted Audience

Your job is to attract the right people to your trade show exhibit design, so you must use messaging that speaks to them. To write prospect-centric messaging, review your buyer personas. What do your buyers want? What problems are they trying to solve? Why are your products and services the solution? The more specific your messaging is, the more it will stand out to the right people.

Separate Yourself from the Competition

Businesses and organizations attend trade shows because they give them a unique opportunity to meet with customers face to face. Make the most of this time by creating messaging that is unique from your competition. How can you be bolder? More engaging? You don’t want to confuse your audience, but you do want to set yourself apart from your competitors.

Choose Clean, Simple Fonts

Select simple, easy to read lettering that can be seen from near or far. Visitors shouldn’t have to struggle to read your trade show booth messaging, which can happen if you choose the wrong fonts or use too many fonts. A few font tips for your trade show signage are:

  • Use 1-3 fonts for maximum readability
  • Choose colors that coordinate with your typeface
  • Use lines, circles or boxes to draw attention to text
  • Leave white space between letters for easier readability
  • Use standard fonts – unique ones can be difficult to read

Pay Attention to Color

Your color scheme should align with your brand colors and personality while also enhancing your messaging. When choosing a color scheme, keep in mind that the colors used will influence people’s emotions. We recommend reading this article on color psychology. Strive for color harmony by matching the colors of your subtler elements with those on your prominent components.

When creating signage for your custom trade show booth, be sure that you pay attention to the messaging. This is what speaks to your audience and starts a customer-brand relationship on the trade show floor. For more ideas on how to speak to your target audience through your trade show exhibit, contact IGE today

Trade Show Tips and Tricks from IGE Group —

Assessing Your Trade Show Booth Costs

assess trade show booth costs

Hidden trade show booth costs can add up quickly. To know what trade show marketing is costing you, it’s helpful to track your expenses. This ensures that you don’t miss anything, whether it’s a paid ad on social media or the cost of including electricity in your exhibit.

Today, we are going to discuss the four main trade show categories that eat into your budget:

  • The Exhibit
  • Marketing Materials
  • Services and Labor
  • Booth Staff

Let’s break down each category so that you can better understand what your expenses are.

Exhibit Costs

Your exhibit costs include creating the structure, fixtures, maintenance and packing materials. Also included in this price is the cost to rent the exhibit, is that is the route you take. The typical booth space is 10×10, but you may want to increase your size for certain trade shows. Remember that flooring, furnishings and lighting usually cost extra, too.

Promotional and Marketing Materials

Social media and email marketing are the most cost-effective ways to let people know of your event. You may want to invest in paid ads so that you can target a specific audience. Paid ads are an option on social media, third-party websites and Google Display Network. 

Printed marketing materials are still popular, though many brands are cutting back because they are expensive and not always useful. Still, it’s smart to have some paper copies on hand for those who want them. Brochures, catalogs and business cards all fall under this category.

Finally, you can’t attend a trade show without promotional products! Choose branded swag that is relevant to your business and useful for your audience. When people see others walking around with your products, they’ll be interested in visiting your booth, too.

Services and Labor

Services and labor refers to storage, shipping and repairs. Consider where your exhibit will be stored when it’s not in use and how much average shipping costs are for each event. If you’re using a rental exhibit, shipping may be included in the price.

If you own the exhibit, you’re responsible for maintenance and repairs. We recommend bringing along a repair kit to your events so that you can do most things on your own. This will save money and prevent further damage during the shipping process.

Booth Staff

It costs money to get your booth staff to and from the event, so be sure to calculate these costs into your total budget. Consider investing in travel packages that include transportation and hotel costs. You can often save money this way, and then allocate a daily budget for meals.

Trade shows are a big investment, but most brands see a positive ROI from them. The key is to know what you are putting into your event and trim costs where possible. In the end, a single trade show event opens you up to increased brand awareness, new lead contacts and the opportunity to keep up with the latest innovations.

Trade Show Tips and Tricks from IGE Group —

Trade Show Exhibit Information Guests Actually Want

Things People Actually Care to See in Your Exhibit

Building a custom trade show booth lets you deliver targeted information to a highly engaged audience. Knowing that you need to present your audience with one-of-a-kind content, it can be difficult to pick and choose what information you share. Balance is important, as too much information will bore or confuse your audience, while too little will leave them underwhelmed. Below we share the trade show information guests actually want from your exhibit.

Why Your Brand Does What It Does

When people approach your booth, greet them and tell them who you are. You might have a great logo or a cool slogan, but none of this matters without substance. Look deeper and think about what makes your brand unique. Are your products safe for the environment? Do you donate some of your sales to charity? How have your products and services improved the lives of others?

Specific Info About Your Products and Services

Include well-written, scannable text that tells visitors about your products and services. Use bullet points, stats, infographics and company FAQs to share key information. Support the text with visuals for better engagement, and consider alternative delivery methods. For example, instead of listing off information on paper, feature the content on interactive kiosks where people swipe through each page.

Product Demonstrations

Show people what your products and services are like. If you have a physical product, you can easily demonstrate it on the trade show floor. Depending on your products, you might also give visitors the chance to test them out. Services can be harder to demonstrate, but you have options. Consider using virtual reality headsets to show visitors what it would be like to use your service.

Testimonials and Reviews

Consumers trust what other people have to say more than the brand itself, so don’t be afraid to share testimonials and reviews from your customers. This social proof shows that other people are using and enjoying your products and services. Some of the ways to feature customer feedback are by using video clips, rotating digital reviews and digital signage.

Real-time Social Media Updates

More brands are incorporating social media to drive engagement and close the gap between people who are at the event and people who are not. Social media can also collect and provide information, as well as drive traffic to your booth. The best way to capture real-time social media posts is by using digital signage. To keep your conversation organized, create a hashtag that people use when posting about your brand.

Promotional Giveaways

Lastly, don’t forget to send visitors off with something to remember your brand by. A promotional item that is useful will keep your brand front and center. Not only will people remember you, but also they will have positive associations with your business. If the item can be used out and about, such as a jacket or backpack, imagine how much exposure your brand can get from a single item!

These are six things that people actually care to see when visiting your trade show exhibit. As long as you include these six things, you should have a happy, engaged crowd. To start working on a custom trade show booth for your next event, contact IGE today.

Extra Large Modular Exhibit by IGE Group —

Newmar Extra Large Modular Exhibit: RVX 2019, Salt Lake City

Extra Large Modular Exhibit

IGE was contracted by Newmar to create an extra large modular exhibit for the 2019 RV Experience event. Newmar is one of the most widely recognized luxury RV manufacturers in the nation. This company revolutionized the RV industry, offering elegant, luxurious motor homes, RVs and class-A motor coaches fit for a king. Customers can choose from luxury models manufactured by the brand or build their own. In addition, finishing touches like polished porcelain tile, LED lighting or double-pane windows are among the custom options.

A Life of Adventure. An Exhibit to Match.

The impressive exhibit highlighted the Newmar brand commitment to innovation and superior craftsmanship. Equally important, it also illustrated the luxury RV lifestyle – one of travel and adventure, but without having to forgo life’s amenities. Therefore the vehicles on display showcased four distinct settings: Adventure, Entertainment, Nightlife and Culinary.

To accommodate four full-size RVs, the Newmar trade show exhibit needed to be big. A 20’ x 30’ custom modern pergola was the center point of the display. Constructed of powder-coated aluminum and genuine wood, the unique partial enclosure transformed the space into a high-end retreat. To further reinforce the privacy of the environment, IGE built 12-foot high walls around the perimeter. Additionally, we included custom wood corners and large lifestyle graphics to align with the luxury brand image. Furthermore, our team utilized two-tone flooring that created a striking balance between outdoor and indoor RV living.

Award Winning.

This large custom exhibit won First Place RVX Display Award for Large Display. And large it was!  The dimensions measured 143′ x 105′, totaling 15,000 square feet, laid with custom flooring in a patterned slate. The pergola included a 20′ x 30′ custom canopy and 73′ of custom high-quality interior graphics. In addition to creating the exhibit design, IGE handled the fabrication, graphic design and production, as well as the installation and dismantling of the exhibit.

2019 Newmar Trade Show Exhibit

Trade Show Tips and Tricks from IGE Group —

What Makes an Effective Trade Show Booth?

effective trade show booth

One of the most important aspects of being a successful exhibitor is having an effective trade show booth design. A compelling booth draws attention from attendees, reflects your company’s goals, and shares information. Whether you are having a new display built or updated with the latest trends, here are some of the elements that will make your booth most successful. 

Large, Open Spaces

Having a large, open space invites people into your booth so they may look around and browse your products and services. With more space comes a more relaxing tone, and visitors don’t have to compete for time or space. Also, an open space is less intimidating because it allows people to walk in and out without feeling trapped. Be sure to complement this space with a clutter-free design, interactive activities, open pedestals and bright lighting.

Clutter-free Design

Simplicity is best when designing a custom trade show exhibit. You only have seconds to grab a person’s attention, and you’re competing with hundreds of other exhibits at the same time. Adding too much to your display can confuse visitors and send them in the other direction. Focus on a simple color palette, minimalist furniture and accents, clean lighting and a single call to action.

Clear, Concise Graphics

You only have seconds to grab a person’s attention, and the way to do this is with clear, concise graphics. The possibilities for trade show graphics are endless, as they are available in custom shapes, sizes, colors, placement, etc. For example, a long-range trade show graphic is visible from 100 feet away. A short-range graphic communicates your brand’s message up close. When creating graphics for your custom trade show booth, be sure to choose a font and color that aligns with your brand, proper lighting and tailored messaging. 

Experiential Marketing

Experiential marketing refers to a type of marketing where a product or service is marketed through experiences. These experiences form deep connections between customers and brands, increasing brand loyalty. Luckily, a trade show floor is the perfect place for experiential marketing. Consider the many ways that visitors can interact with your products and services in meaningful ways, such as through virtual reality, augmented reality, product demonstrations, storytelling and more.

To meet your trade show objectives, you need an effective trade show booth design that contains the above four elements. To have a custom display created for your brand, contact IGE for a free quote today.

Trade Show Tips and Tricks from IGE Group —

3 Interactive Trade Show Games to Build Brand Awareness

Interactive Trade Show Games

Incorporating trade show games to build brand awareness is a great way to increase traffic to your booth and acquire more leads. Your games should be fun and entertaining for attendees, but they also need to work in your favor by making an impression and increasing trade show ROI. Below we share three of our favorite interactive trade show games that are guaranteed to bring visibility to your brand.

“Find Our Brand” Game – Great for Social Media

Find Our Brand is an interactive game that supports your social media efforts. Hire people to walk around the trade show floor in branded swag. To save money, you can also have your own staff do this. When participants find these individuals, they must take a picture with the person and post it to social media. To keep the posts organized, create a hashtag that guests can use when uploading their photos. Prizes can be handed out during the show. Alert winners via direct message if they’re a winner.

Photo Booths Build Brand Awareness

Photo booths are great because people love them and they can serve a lot of attendees with little effort on your part. Rent a photo booth for your event and include fun props and accessories for guests to wear. Bonus points if the props and accessories are related to your brand!

Each photo should be printed with your company name and contact information. People often misplace business cards, but they won’t misplace a fun picture! Also, you can request that people fill out a contact form before having their photo taken. Though you may lose interest from a few people, the leads you do get will be higher quality.

Spin the Prize Wheel – Take Your Brand Offline

Most exhibitors come with promotional products to hand out to visitors because these items create positive connections and boost brand recall. Take things to another level by attaching an experience to the product. This can be done with an easy and inexpensive Spin the Prize Wheel game. Display your wheel in an accessible location and have a dedicated employee manage it. When visitors approach your booth, they can spin the wheel and collect a free promotional item, coupon, or other prize. This is also a great icebreaker that can lead to more meaningful conversations.

These are just a few of the games that make it possible for you to interact with your visitors while meeting your trade show goals. To incorporate one of these games, or any other game, into your custom display booth, contact IGE today.

'Best-In-Show' Event Exhibit by IGE Group —

JennAir Luxury Trade Show Experience: ADDS 2018, NYC

Luxury Trade Show Experience

The Architectural Digest Design Show

We could not have been more excited to create the JennAir luxury trade show experience for the launch of their new campaign, ‘Bound By Nothing.’ Unveiled at the 2018 Architectural Digest Design Show, the exhibit reflected an edgy yet sophisticated personality not usually associated with home appliances. ADDS draws approximately 40,000 design aficionados to interact with incredible displays from more than 400 brands. Therefore it made perfect sense that the luxury brand also used this event to announce a brand refresh. So in addition to the new campaign, this custom exhibit also served to convey a new brand identity to the public.

Innovative Luxury

JennAir is a manufacturer of luxury kitchen appliances, first recognized for its invention of the downdraft cook-top range. Nestled under the Whirlpool Corporation, they have since created industrial-style ranges, stylish built-in refrigerators, and whisper-quiet dishwashers. Crafted of distressed steel and bronze, products dressed in leather and other fine fabrics filled the space. JennAir essentially produces aspirational appliances for an art-focused audience keen to escape the traditional kitchen. Says the brand, “We married fashion and urban experiences to bring softness into a typically cold place.”

One of a Kind

The caliber of creativity in conveying the brand message and quality of merchandise required an equally gorgeous, functional exhibit. All details of the environment, from the custom leather alcoves to the pierce-cut taglines, remained consistent with the brand slogan: ‘Bound By Nothing’. Inspired by the sleek finishes and luxe materials, IGE worked for months to design an unforgettable brand experience for the event.

Contained within a massive black box absent of any logo, the exhibit cultivated mystery among the ADDS audience. Guests were allowed in just a few at a time to control traffic flow, enabling visitors to explore the experience without being mobbed. Strategically placed peepholes around the exterior incited additional curiosity. The entrance corridor featured floor-to-ceiling LED wall tiles playing the brand hero video. Once in the body of the booth, an 8-foot spinning custom cook-top cube greeted attendees. Finally, an 11-foot tall custom range ‘throne’ created from thousands of molded stove knobs highlighted the design. Those who traversed the exhibit expressed delight in our efforts, which also resulted in being awarded ‘Best in Show.’


  • Size: 20′ x 40′ (800 square feet)
  • 174 LED tiles
  • 3000+ ‘throne’ knobs
  • 56 products

Trade Show Tips and Tricks from IGE Group —

Simple Trade Show Booths: How to Master “Less is More”

Simple Trade Show Booths

Simple trade show booths are more popular than ever because they offer a fresh, inviting environment that doesn’t overwhelm visitors. These simple designs are an effective way to stand apart from the crowd while also sticking to a modest budget. Whether you are building a custom exhibit, or you are looking to simplify your current display, a “less is more” booth design is a great option. Below are some simple trade show booth ideas to help you achieve the “less is more” look.

De-clutter Your Graphics

Busy billboards along the highway can be distracting and difficult to read. You might not know who the advertiser is, let alone what message they are trying to share with you. Don’t let your signage confuse your audience. Be clear about your proposition by choosing a simple color palette, clean typography and plenty of whitespace.

Follow the Rule of Thirds

The Rule of Thirds is a simple principle that creates balance in photography, though it can be used in other situations as well. To keep your exhibit effortless, be selective about the furnishings you choose. Divide your exhibit into three sections, such as an information center, product demonstration area and sales area. Make each section welcoming to visitors, such as by placing chairs and charging stations in the information center. This will relax your visitors and make them more open to learning about your brand.

Opt for Simple Lighting

Lighting is an important part of your display. It can be used to guide visitors through your exhibit, enhance your products and call attention to certain parts of your display. But, be careful not to overdo the lighting, otherwise it can confuse visitors. We recommend contrasting your lights, such as by placing bright lights over the products you want to stand out. Light colors make spaces appear larger, which is helpful if you have a small exhibit space or you are placed in a corner. Also, don’t be afraid to use colored lights that align with your brand’s colors. This is a great way to accentuate your brand’s image without adding busy elements.

Incorporate Hanging Structures

Utilize your booth space – including the space above the floor. Suspended graphics keep the floor clean while drawing attention to your exhibit. When you pair the right lighting along with ceiling graphics, attendees can spot your display from across the venue. Be sure to follow the same practices that you would for regular signage, such as by choosing neutral colors and simple fonts and leaving plenty of white space.

Add Interactive Elements

The best way to increase interactivity is by offering something fun for people to do when they arrive at your booth. Virtual reality headsets don’t take up much space but allow visitors to experience your products and services in a personalized manner. Or, offer a game that a crowd can play, such as trivia, prize wheels or gaming consoles.

Does your trade show exhibit need a refresh? Contact IGE to learn more about modernizing your exhibit with a “less is more” look.

Custom Modular Exhibit by IGE Group —

Gogo Custom Modular Exhibit: NBAA 2017, Las Vegas

versatile exhibit

InterGlobal Exhibits has been partnering with Gogo Air to design and produce the structures for their trade show experiences for over a decade, when they were once known as AirCell. The custom modular exhibit they required for this particular event needed to be a bit more unique than in the past. As the NBAA show has grown, it is more important than ever to make sure our clients stand out among the other exhibitors.

One of the Largest Trade Shows in America

The NBAA Business Aviation Convention & Exhibition (NBAA-BACE) is the year’s most significant media event for the business aviation industry. It is also one of the largest trade shows in the United States. The event hosts over 25,000 industry professionals, including business leaders, government officials, manufacturers, corporate aviation department personnel and all manner of people involved in most aspects of business aviation. As the leading in-flight internet and entertainment provider, the Gogo Air audience includes all of these, as well as passengers.

Soaring to Success

To capture the attention of attendees, a large overhead sign resembling the lines of an airplane hung above the exhibit. Throughout the structure, the curves and lines reflected the same aerodynamic style. The Gogo Air signature red color used throughout the exhibit served as a warm beacon across the convention center. The client wanted to ‘own’ their color, which they did with resounding success.

A large, 10-foot reception counter situated at the front of the booth included the airplane-inspired lines and curves.  The interior was next-level. Rather than having a traditional walk-through setup, the front of the booth resembled an upscale airport lounge. Guests could relax in the soft seating or enjoy a beverage from the drink station. At the rear, executive meeting rooms offered privacy behind frosted glass. This exhibit design balanced splendor and function, making it one to remember.


Trade Show Information from IGE Group —

Incorporate Games Into Your Trade Show Exhibit

Trade Show Exhibit Games

Why Use Trade Show Exhibit Games?

As an exhibitor, there are several important reasons why you should extend your traffic and reach with a trade show game:

  • Generate new leads for future sales
  • Build your mailing list with prospects with product bulletins and newsletters
  • Take orders at the show, if this is common in your industry
  • Get press coverage
  • Introduce a new product to a broad spectrum of attendees
  • Put the spotlight on your company to promote awareness

Use Trade Show Games To Meet Your Goals

Increased traffic can create the audience you need as long as you keep three things in mind.

  • First, the attractions should be appropriate to your business and not be overly distracting. You don’t want people to go home with great memories of the game but not remember whose booth it was. What you select should be in line with your business. Attractions like cash cubes are great for consumer products but may serve no real purpose if you are selling farm equipment or machine tools.
  • Second, once you get people in your trade show booth, you should have a plan in place to interact with potential customers. While attendees are waiting to play or finished playing, your booth staff has an opportunity to interact with them and determine their need for your product. Always use the game to build relationships and connect with prospective customers.
  • Third, your booth should have interesting graphics, displays, and tablet presentations to spark interest in what your company is about. The game is a tool, not your entire display. If most patrons play the game and walk away without looking around, you might have a problem. Either your booth needs some attention or you let the game take up too much floor space. You need to consider how your game will impact the traffic flow in your booth.

For many companies, the best games are ones that have an educational component to them. You can award tokens to play your game after visitors have watched a short product video or after they have qualified by answering a short question or two about your product.

Work With a Trade Show Exhibit Company

If you’re uncertain about the best type of games to incorporate into your display, your trade show exhibit and services company can help. They can evaluate your trade show booth and suggest updates and attractions that will help you achieve your marketing goals. Your company can assure that your layout is conducive to productive traffic flow.

Trade Show Tips and Tricks from IGE Group —

The Advantages of Trade Show Live Streaming

live streaming trade show events

If the primary goal of your trade show is to connect with more customers, live streaming your trade shows is definitely something to consider. Some of your customers will visit your booth in person, but some won’t be able to. For those in the latter group, live video streaming can bring the event to them.

If you’re looking to reach a wider audience while showing off your brand’s personality, live streaming will help you get more from your trade show events. Below are some tips for live streaming from your event booth.

Decide What You Want to Stream

You can stream almost anything, but make sure that it offers value to your viewers. Start with things that your audience may be missing out on, such as a tour of your exhibit or a close up shot of your products. As you see what types of content your audience engages with, you can focus on adding more of it to your live feeds.

Here are some examples of what you can stream.

  • Live footage of your event
  • Product demonstrations
  • Booth staff introductions
  • Customer interviews
  • Tips on using your product or service
  • Tour of your booth
  • Breaking news
  • Q&A session

Know What Equipment You Need

One of the reasons why live streaming your booth is so popular is because you only need basic technology to do a professional job. There is no need to invest thousands of dollars into film or video equipment. All you need is a camera that can capture 1080p high-definition video, a decent microphone, a laptop computer and a good internet connection. As long as you have these ingredients, you can live stream anything from your booth.

Publicize Your Event

Let customers know that you’ll be live streaming your event. Those who are disappointed that they won’t be able to make the event will tune in to watch your live feeds. As the date gets closer, put reminders in your email newsletters, social media posts and blog posts. To increase interest in your live feeds, add an incentive, such as the chance to win prizes.

Plan Out Your Content

The purpose of having content is to capture your audience’s attention. To hook your customers in, don’t serve all of your content at once. Break it up into smaller pieces and give viewers a reason to visit you again. For example, you might encourage viewers to come back at 6 pm to see who wins the drawing or to participate in a Q&A.

Live streaming is an easy and effective way to gain more customer engagement from your trade shows. It’s not always possible for people to attend large events, so live streaming gives these people an alternative way to interact with your brand. And, be ready for anything, as you never what can happen when you go live!

Trade Show Exhibit Information from IGE Group —

Three Ways to Create an Effective Trade Show Exhibit

Effective Trade Show Exhibit

Choose a Display that Makes a Statement

A great way to create an effective trade show exhibit is to choose a display that is not only visually captivating, but one that also makes a statement about what your company represents and who your company is. Your exhibit should be customized to promote your business’ mission, vision, and products. Incorporate the company’s unique qualities into the design of the booth and the marketing approach. Trade show exhibits should answer guests’ basic questions about the company just by looking at and engaging with the display. If the guest has to work too hard to figure out what a company is about, they will lose interest.

Choose a Display that is Visually Appealing

Vision is the primary sense people use to gather information. Therefore the visual aspect of your exhibit should be a huge focus. If people like what they see, they will want to know more. You don’t have to go over the top with crazy graphics, colors or accessories, but you want to ensure your exhibit isn’t too informational or plain either. People will generalize how they feel about your display to how they feel about your company; so it is important to create trade show exhibits that are eye-catching and interesting. Choosing the right graphics, colors and other visual accessories can make the difference between getting noticed and being overlooked. The use of motion and technology in your exhibit can really grab a potential client’s visual attention as well.

Have Meaningful Interaction with Guests

A great opportunity to make an impact on your guests with your trade show exhibits is to strive for meaningful and purposeful interactions with your attendees. Think about how your staff is treating your guests as they walk by. Are they smiling and learning guests’ names? Are they striking up conversations and making a personal connection with guests? Something as simple as a staff member learning an attendees’ name, or commenting on sports apparel a guest is wearing, can draw the person in and open up their receptivity to your product and your company.

Also, think about the impact you are making with your handouts and giveaways. Are you simply giving out generic brochures or flyers that are looked at once and then thrown away? Think about items that can actually be useful to a potential client and incorporate your marketing into those things. For example, give attendees a travel mug they will want to keep and use, increasing your company’s mark on their life, beyond a single interaction.

Large Custom Modular Exhibit by IGE Group —

Dish Large Custom Modular Exhibit: CEDIA 2017, San Diego

Large Custom Modular Exhibit

Though not the first year IGE created large custom modular exhibit for Dish at CEDIA, this was a definite favorite! Our team determined the creative strategy, created the 3-D design, produced the graphics and provided fabrication.

The Show and the Client

CEDIA (Custom Electronic Design and Installation Association) represents 3,700 member companies worldwide and serves more than 30,000 industry professionals that manufacture, design, and integrate goods and services for the connected home. As a result, the 2017 event included 20,000 pros who congregated to learn the latest in custom home theater and home automation.

Founded in 1981, Dish pioneered direct-broadcast satellite television and today provides pay-TV service to more than 12 million subscribers. Committed to delivering innovative technology, they also lead the industry in state-of-the-art equipment.

Seeing Red

The Dish exhibit is always one of the main stars of CEDIA.  Recognized for having some of the most powerful technology in home television, the brand has earned numerous awards at the Expo over the years.  Therefore the pressure is always on to create an experience that exceeds the previous. To capture the attention of attendees, a 60′ Dish logo in its signature scarlet hue hung above the large custom modular exhibit. To embellish their cherry red color, it was used throughout the exhibit via LED rods in various sizes.  Therefore the environment that emitted a warm, futuristic glow visible across the convention floor.

Upon entering the exhibit, guests emerged into an open, airy showroom with multiple large screen televisions. Semi-private meeting spaces dotted the interior, offering attendees the opportunity to connect with staff and learn more about the provider’s technology and cable packages. The tech-savvy design also featured a Voice Integration Room and black tinted acrylic accents. The resulting Dish presence at CEDIA 2017 felt progressive and sophisticated.


  • Size: 50′ x 50′ (2,500 square feet)
  • 60 LED Lines
  • 60′ Fabric Header
  • 4 Meeting Rooms

Trade Show Information from IGE Group —

2019 Trade Show Trends to Have on Your Radar

jennair video wall entrance

Each year, trade shows bring hundreds of vendors together under one roof. As we approach the end of another year, you may be wondering what trends you should have on your radar. 2019 may be the year that you redesign your custom trade show booth, upgrade your technology or choose new conferences to attend. It’s important to prepare and know what to look forward to!

As you plan for the future, keep these trade show trends in mind.

Multi-Sensory Experiences

Trade shows provide a great opportunity to view products up close, but there is more to excite the senses than just sights and sounds. In the coming year, watch for more brands to provide immersive, multi-sensory experiences for their audiences. Custom trade show booths will work hard to appeal to all five senses using unique lighting, touch-panel interfaces, interactive displays and more.

Customer-centric Designs

First impressions are everything, but marketers know that having a flashy or loud design is no longer the way to attract attention. The design must appeal to the customer’s needs and emotions. To remain competitive in 2019, you will need to understand your audience’s pain points and define your goals.

Every element in your design should support your goals and be centered around the customer. Technology will continue to steal the show, but the traditional details will still matter. Any new exhibits should contain high quality graphics, unique signage, flashy colors, texturized displays and more.

Virtual Reality

In 2019, expect to see more trade show booths incorporating VR technology. Virtual reality allows consumers to interact with products and services they’re interested in purchasing. It’s an effective way to separate brands from each other and create memorable experiences. And, VR technology is becoming easier and more affordable to employ, allowing more businesses to take advantage of it. On a budget? Check out Google VR Cardboard.

Comfortable Seating Areas

For decades, marketers have used trade show events to impress their audiences, but some have forgotten the importance of comfort. Standing on your feet for long hours is exhausting and attendees get tired from walking the venue all day. While it’s important to be professional, embracing comfort can give your brand a more personal touch. Next year, plan on seeing more custom exhibits inviting people in with comfy lounge areas, phone charging stations, etc.

Trade shows will continue to be a vital asset to your business in 2019. By incorporating more technology, multi-sensory experiences and custom-centric designs, you’ll remain competitive at your networking events.

Trade Show Tips and Tricks from IGE Group —

Trade Show Exhibit Flooring Options

Newmar Exhibit Flooring

Lots of attention goes toward signage, background and interactive elements, but it’s also important to consider trade show exhibit flooring options. Every detail makes an impact on your overall presence. The right flooring can give your exhibit a professional, coordinated appearance that represents your brand’s personality. To help you choose the right flooring for your custom display, here are some popular trade show booth flooring options to explore.

Interlocking Squares

Interlocking squares offer unsurpassed comfort and durability. Typically made from eco-friendly foam and rubber materials, they are perfect when standing on your feet all day. With their jigsaw shape, each square fits together like a puzzle – an easy one, thankfully! Interlocking squares are also made in dozens of colors and prints.

Vinyl Flooring

Rollable vinyl flooring is flexible, durable and easy to work with. It is unrolled and taped to the floor, then can be rolled back up for simple transport. Vinyl is a comfortable flooring, and it’s available in multiple lengths, widths and thicknesses. Many exhibitors select trade show vinyl flooring when they want the look of wood or stone without the price and upkeep. 

Raised Flooring

Raised flooring made from a composite, vinyl or natural wood material is typical. The pieces snap together or are placed into a metal frame, making installation fairly easy. The wood can be dyed the color of your choice, giving your booth a highly personalized and sophisticated look. It is on the expensive end, so you must be willing to spend more.


Carpet is arguably the most economical trade show flooring option on the market. With both stick-on tiles and rollable carpet, there are endless options to consider for your booth. Carpet flooring offers extensive color options, as well as various patterns and textures. Exhibitors also appreciate that carpet delivers supreme comfort and durability.

Custom-printed Flooring

Custom-printed flooring costs more than the options listed above, but it’s a great choice for injecting more personality into your booth. Fortunately, custom-printed flooring is more affordable thanks to new printing technologies. Many big brands take advantage of custom flooring, but we also recommend it for startups that are trying to get their name out there. When combined with custom banners, it’s easy to stand out at trade show events. 

Artificial Turf

One last option to consider is artificial turf. It’s simple to set up and take down, and it delivers a unique look and feel. Artificial turf flooring is ideal for exhibits that sell products and services related to sports, lawn care and landscaping. If you don’t like green, other colors are available as well. As an added benefit, most artificial turf can be recycled or re-purposed.

We hope that the above flooring options have opened your eyes to the different choices available for your exhibit. For more design ideas that will bring your exhibit to life, contact IGE today.

Custom Farming Trade Show Exhibit by IGE Group —

Trimble Farming Trade Show Exhibit: Commodity Classic 2017

Farming Trade Show Exhibit

In 2017 IGE wanted to help make Trimble’s farming trade show exhibit really stand out on the show floor. We handled the installation and dismantling of the booth, the production, design and fabrication, as well as the custom elements of the exhibit.

The Show and The Client

Founded in 1976, Trimble Inc. is a developer of GNSS receivers (Global Navigation Satellite System), laser rangefinders, unmanned aerial vehicles (UAVs), inertial navigation systems and software processing tools. In addition, the company sells products and services to land survey, construction, agriculture, transportation and government industries.

Commodity Classic is where America’s farmers meet with success. It is the once-a-year, can’t-miss event for America’s soybean, corn, wheat and agriculture farmers.

Lighting The Way

To make sure Trimble’s farming trade show exhibit attracted attention, we used lighting to bring the booth to life. First, six custom light-box kiosks were positioned around the perimeter to attract attendees. In the center of the booth, LED strips highlighted brand messaging and information. Finally, bright puck lights created a glow in the graphics that breathed energy into the exhibit.

Interactivity and education were the primary objectives of this custom booth. Therefore, from the moment one set foot in the space, guests experienced what Trimble had to offer. The fun began with a fully interactive demo kiosk where visitors could take the steering wheel and try out the software. Moving on, visitors walked around the informational center structure, learning and reading all about the process. Ten custom spinning infographics led attendees through the Trimble story. Meanwhile, on the interior of the primary structure, attendees could meet with an employee for a one-on-one demonstration of the exclusive Trimble product. Every part of the exhibit was interactive and people responded well.


  • Size:  30′ x 30′ (900 square feet)
  • 6 dedicated light boxes
  • Pantone 2945C
Trimble Trade Show Exhibit 3

Trimble's Trade Show Exhibit

Houston TX: Attending and Exhibiting at Trade Shows

Houston is the most populous city in Texas, welcoming millions of visitors each year. Many of these visitors come to the city to attend meetings and trade show events. If you are thinking about having a custom trade show display built, you might be wondering what types of benefits to expect in Houston. Will Houston introduce you to the right audience? Will there be safe, affordable places for your employees to stay? Can you schedule meetups with people in your industry? 

The short answers are yes, yes and yes. Houston is a vibrant city that offers some of the country’s best convention centers, entertainment choices and transportation options. Let’s cover the reasons why Houston is a great place to host an event and the trade shows worth attending. 

Why Houston is a Top Pick for Trade Shows 

So, what does Houston have to offer people in the trade show business? Quite a few things, actually! 

Accessible transportation 

First, there are two main airports in Houston – George Bush Intercontinental Airport and William P. Hobby Airport. George Bush Intercontinental Airport, or “Houston Airport,” provides nonstop service to more than 170 destinations, including Mexico, Canada, Central and South America, Europe, Africa and Asia. 

In addition, William P. Hobby Airport provides nonstop service to over 60 destinations throughout the U.S. Though the airport is known for offering mostly domestic flights, it expanded its services in 2015 to include some international flights. The benefit to this airport is that it’s located just 7 miles from downtown Houston. 

As you’ll read below, the Convention District is where the magic happens. Between hotels, restaurants, expo space and nightlife, there is plenty to do and see in this area. Accordingly, Houston’s MetroRail light-rail system connects the Convention District to several parts of the city. Tickets are inexpensive – just $1.25 for one-way with cash or credit

Eclectic Convention District 

Second, the Convention District is exclusive to Houston. This 60-city block is a highly attractive place for hosting meetings and other business-related events. Unlike traditional meeting spaces that feature convention centers and hotels, the Convention District is more like a vibrant neighborhood that caters to business people. 

For example, you can find the following amenities in the Convention District.

  • George R. Brown Convention Center. This convention building offers 1.8 million square feet of meeting, exhibition and registration space. It ranks among the 10 largest convention centers in the U.S. and can accommodate 99% of all shows. 
  • Highly rated hotels. Two of the most well-known hotels in the Convention District are the Marriott Marquis Houston and the Hilton Americas-Houston. The Hilton Americas-Houston has 1,200 rooms and 90,000 square feet of meeting space. Likewise, the Marriott Marquis Houston has 1,000 rooms and over 100,000 square feet of meeting space.
  • Discovery Green. Do you want your employees to have a place to relax and reflect? Discovery Green is a 12-acre urban park that sits next to the convention center. It includes two restaurants, a children’s play area, a lake, two dog runs, an amphitheatre and an event lawn. 
  • Sports and meeting venues. Three sports and meeting venues are located near the convention center – BBVA Compass Stadium, Minute Maid Park and the Toyota Center. All three locations are great places to host expos, meetings, gala dinners and other special events. 

Opportunities for Team Building and Client Dinners

Do you plan on taking clients out for dinner? Bringing your employees closer? Meeting with industry experts? Without a doubt, there are plenty of opportunities for team building in Houston. The best part is, everything we recommend is located in or around the Convention District. 

  • GreenStreet. GreenStreet is an urban commercial development that offers nearly 560,000 square feet of space. There are a number of retail stores, office spaces, restaurants and parking. Be sure to check out the events taking place, as GreenStreet regularly offers live music, dueling pianos and more. 
  • Bayou Place. Another highlight to downtown Houston is Bayou Place, the largest entertainment complex in Texas. It brings 130,000 square feet of fun, including multiple theaters, bars and restaurants. Indeed, it’s a great place to meet clients for dinner and enjoy team building activities. 
  • Houston Theater District. This part of town features 17 blocks of theater entertainment, including performances by the Houston Ballet, Houston Grand Opera, Alley Theatre and Houston Symphony. Again, these are great opportunities for team building or taking clients out on the town. 

Top Trade Shows and Expos in Houston, TX

After reading the above, it’s apparent why so many people choose to attend Houston-based events, meetings and trade shows. Below are some of the biggest events that come to the Bayou City each year. 

The Ultimate Women’s Expo

The Ultimate Women’s Expo is typically held at the George R. Brown Convention Center. It focuses on product categories for women, such as beauty products, haircare, shopping, food and entertainment. Attendees get to enjoy a relaxing day with spa treatments, retail therapy and massages. 

There are a number of speakers who attend the Ultimate Women’s Expo to educate women on new technologies and services. Even celebrities make their appearances. The event is typically held in April of each year and is offered in other cities as well, including Chicago, New York and New Jersey. 

Texas Home and Garden 

The Texas Home and Garden show is a must for businesses that are in the home and garden industry. Because the event is typically held at the NRG center, there is plenty of room for spacious exhibit booth designs. This allows you to talk one-on-one with consults and get your products and services in front of the right people. 

Generally, those who attend are interested in updating their homes with the latest products. They come to get ideas, expert advice, money saving tips and more. Furthermore, attendees are eager to schedule appointments and have all their needs taken care of under roof. The event runs twice a year in Houston in February and June. 

Imprinted Sportswear Show 

Last but not least, the ISS is the most famous trade show in its industry. It features over 400 exhibitors that specialize in blank apparel, embroidery, screen and digital print and more. The benefit to this event is that the attendees have the buying power. Previously, 100% of tickets were sold out and 75% of attendees bought something

Because the ISS is such a popular show, it’s held in multiple locations. In June 2019, the ISS was held at the George R. Brown Convention Center. In 2020, the ISS will be hosting their shows in Long Beach, Atlantic City, Baton Rouge, Orlando and Ft. Worth. Houston looks forward to having the conference return in the future.. 

Do you plan on attending a trade show in Houston, TX? To start your custom exhibit display project, contact the experts at IGE. We are a great partner to have on your side because we’ll make sure that your display stands out and creates new opportunities for your business. 

Trade Show Tips and Tricks from IGE Group —

How to Showcase a New Product at a Trade Show

New Product Showcase

One of the most common reasons exhibitors attend trade shows is to showcase new products and services. Product launchings are always exciting, but it’s difficult to get items in front of the right audience. Luckily, trade shows accomplish both goals. They give companies the opportunity to introduce a new product to a highly specific and large group.

If you plan on attending a trade show to unveil a new item, follow our tips to prepare a new product showcase.

Select the Right Event

Trade shows have unique audiences. It’s up to you to find an event where potential customers will be attending. For some industries, the options are limited. Others have hundreds of events where potential clients are likely to attend. If this is the case, you’ll need to narrow down your options based on the show’s reputation, size, audience and type. Some conferences are consumer-focused and others are industry-focused.

Have a Custom Exhibit Designed

A new product deserves a new booth. With the right design, you can attract your audience’s attention and highlight the features of your product. To accommodate your booth, do you need electrical power? Specialized shelving? Virtual or augmented reality? Large touchscreens? Also, a product-conscious design leaves room for booth staff to demonstrate the product.

Build Anticipation

Trade shows don’t start on the day of the event. They start weeks – months – ahead of time. Utilize social media, email, press releases, blog posts and your website’s homepage to let people know about the event you will be attending. Do a countdown to build anticipation, and share small details about your product. Use a social media monitoring tool like Hootsuite to listen to feedback from customers. This will help you prepare for the big day.

Promote the Big Launch

When the main event arrives, you should have your ducks in a row: your new product, great staff and a custom exhibit. The next step is to drive up foot traffic at your trade show booth. The best way to do this is by running contests. People love the possibility of winning something.

Here’s an example. Ask guests to spin the wheel and answer the question they land on. The questions may be product-related, and each participant walks away with a small prize or promotional item. This is a great way to share information about your product while driving excitement. Free samples, product raffles or limited time only promotions are also effective tools for driving sales.

Follow Up after the Event

With the resources that go into a trade show event, it’s imperative that you take the last step to connect with potential leads. Continue to promote your product launch by sharing online videos, updating your landing page, sending out an email blast or doing a live stream. Now that people know about your product and what it can offer, you can spread the news and get your product into more hands.

Do you have a new or updated product to showcase? Let IGE Group help out with your next trade show booth. With dozens of options, including portable systems and rentals, you can have a captivating booth built with the most amazing visuals, interactive displays and architecture.

Trade Show Exhibit Information from IGE Group —

Six Booth Elements that Affect Your Exhibit Budget

Exhibit Elements

Your exhibit budget is more complex than you may realize. Not only must you consider the costs of designing and building the exhibit but also delivery, set up, and storage fees.

Below we share six elements that affect your trade show booth budget and how to keep costs down. By working with an experienced exhibit design firm like IGE Group, you can track your expenses and stick to a budget without compromising quality.

1. Brand Experience

Too often, clients start with a laundry list of things they want such as touchscreens and conference rooms. But, if these features don’t enhance the visitor journey, you’ll end up wasting precious resources. Define the brand experience you plan to provide and spend money on the features that will help you reach these goals.

2. Material Shape and Size

Typically, exhibit materials come in standard shapes and sizes. If you want something custom, you’ll need to pay more. To save on material costs, work mostly with standard sized materials, as this means less cutting and less waste. Also, consider the shape of your design. For example, curves are attractive, but they result in added expenses because of the cutting and delicate care.

3. Finishes

It’s easy to get caught up in the flashy materials, but this can cause your trade show budget to skyrocket. Delicate finishes require special handling. They may also need to be replaced more often because they can be easily scratched or dented. When choosing finishes for your design, weigh all of your options. Compare the prices, durability and special care instructions.

4. Technology

No exhibit is complete without technology. That said, the technology you choose should align with your goals. If you don’t need plasma TVs or LED lighting, save your money. Also, make sure your booth staff knows how to operate the technology. You would hate to pay for these upgrades and have them go unused.

5. Structure

Custom exhibits tend to cost most because they are fully customized and yours too keep. Other options include modular and portable systems. These options are made from lightweight materials and can be easily assembled and disassembled. Another option is to rent a custom exhibit. Rentals are cheaper to build, and you can save on storage costs!

6. Logistics

The last element to consider is logistics – shipping, labor charges, storage, etc. Our clients often focus on the design and build costs but don’t consider fees for transportation, labor and storage. The more trade shows you attend, the more these fees will add up. Always ask questions, such as how much the exhibit weighs, container sizes needed, labor for setting up the exhibit, etc. so you can keep track of logistical expenses.

Are you in need of a trade show booth but are operating on a strict budget? IGE Group can help! Our options are affordable and include portable systems, modular designs, rental exhibits and custom-made solutions. Call us today and let’s talk!

Trade Show Tips and Tricks from IGE Group —

5 Fun Trade Show Booth Attraction Ideas

trade show booth attraction

Trade show booth attraction strategies are imperative if you want more visitors coming to your exhibit. Increased traffic means more opportunities to talk with leads and convert them into customers. Even if some of the traffic isn’t interested in converting, they will meet your brand and be introduced to what you do.

Getting noticed at a busy trade show event isn’t exactly easy, especially if your booth is smaller and not centrally placed. Fortunately, attracting more visitors to notice you can be done on a budget. Below we share our best trade show booth attraction ideas to bring more people to your exhibit.

1. Money Blowing Machine

Who doesn’t love free money? I know I do. Stepping inside a money blowing machine is fun and exciting, so having one at your exhibit will definitely get you noticed. People love watching others be silly, even if they aren’t interested in getting in the booth. You don’t have to use real money, either. Vouchers for prizes work well, too. Be sure to keep the time spent in the booth short (usually 20-30 seconds) so that everyone has a chance to participate.

2. Customized Prize Wheel

Another great way to attract visitors to your exhibit is by having a prize wheel. People come up, spin the wheel and collect a prize. It only takes a few seconds to spin the wheel, so everyone can participate. Inexpensive prize wheels can be recycled for all of your shows with fresh, unique and relevant prizes. Use your prize wheel to draw people in, get rid of extra inventory and add a special touch to promotional items.  

3. Promotional Products that Fill an Immediate Need

Love giving away promotional items at your trade show events? Give away something that is immediately useful, such as a water bottle or canvas bag. People appreciate when brands anticipate their needs, so visitors will be more open to visiting your booth and hearing your message. And if you want to do something really unique, serve snacks and water privately labeled with your brand name and logo.

4. Photo Booth with Props

A photo op is a great way to draw people in. We live in a selfie era where people love to document their lives and the things they do. Use a backdrop with your brand name and logo and supply visitors with photo props to make the pictures fun. A retractable banner or point of purchase display as a backdrop can be utilized. Not only are photo ops great icebreakers, but the pictures also generate content that can be shared on your social profiles.

5. Virtual Reality/Augmented Reality

Take visitors on an experience of a lifetime with virtual reality or augmented reality. You’ll stand out from the crowd and build trust with your audience. Compared to the options above, VR is an investment, but it’s worth it. To keep costs down, try Google Cardboard glasses. The headset can be branded for your company and folded for easy transport. They run between $5-$10, not including the phone.

Brands are getting more creative in their trade show booth attraction efforts, which means you have to, too. To get noticed by the right audience, try one of these ideas and adjust them to fit your audience.

Custom Trade Show Experience: AeroIndia 2017 —

Lockheed Martin Custom Trade Show Experience: Aero India 2017

Custom Trade Show Experience

IGE created a custom trade show experience for Lockheed Martin and their presence at the Aero India Exhibition in 2017. Though we’ve built many exhibits for the company over the years, this project was special because it included two distinct environments. Our team assisted with the strategic planning, fabrication, installation, dismantling and management of the project.  By working in collaboration with Lockheed in Dallas, both the chalet and exhibit were finished on-time and within budget.

Custom Trade Show Display

The Show and The Client

Aero India is one of the world’s fastest growing aviation exhibitions and the largest in Asia. The biennial event hosted more than 60,000 business visitors and 1,00,000 general attendees in 2017. India is an emerging hub for the global aerospace industry and draws attention with its investment opportunities and substantial value proposition.

Lockheed Martin is one of the largest companies in the aerospace, defense, security, and technologies industry. It operates in four business segments: Aeronautics, Missiles and Fire Control, Rotary and Mission Systems, and Space Systems. They also invest in healthcare systems, including renewable and intelligent energy, as well as compact nuclear fusion. The business operates in both the private and government sectors with a focus on advancing the boundaries of science.

lockheed martin chalet

The Chalet

To prepare for the premier event, Lockheed Martin contracted IGE to design and build a chalet in addition to a traditional showroom floor exhibit.  Our on-site teams from Denver and Dubai arrived in Bengaluru at the Yelahanka Air Force base to execute the exclusive two-story structure. The ground floor of the building featured a terrace on which attendees could mingle and enjoy the sun. Front access guided visitors beneath a massive canopy graphic of an F-16 Fighter Falcon. Genuine hardwood floors led to an upstairs lounge dressed in silver, white and Lockheed Martin blue.  Large messaging and logo displays with back-lit LED lighting adorned the walls. The final environment looked spectacular and really stood out at the show as a prestigious spot.

The Exhibit

From February 14th to the 18th all roads in Bengaluru lead to the Indian Air Force base in Yelahanka, which hosts Aero India. Lockheed Martin required a challenging design and execution for their new exhibit at the show. By situating the displays and counters in an open-ended square, the booth allowed separation from the other exhibitors. Yet the actual space was open and inviting. Outfitted with blue LED lights, each display and logo glowed with a futuristic, technological feel. Also included was an enclosed structure with two private meeting rooms and flight simulator. The effort and expense of both spaces proved invaluable to the company’s stature and eventual sales.


  • 11m x 18m (198 square meters)
  • 1 simulator
  • 4 aircraft models
  • 2 meeting rooms

Trade Show Tips and Tricks from IGE Group —

Creative Ways to Attract a Crowd to Your Exhibit

Creative Ways to Attract a Crowd to Your Exhibit

Looking to bring more people to your booth? A great way to attract crowds to your exhibit is to add an element of show business. While you may not be able to host a performance by the Black Eyed Peas like Intel did at the CES, or bring in the Foo Fighters like Motorola, there are still interesting performances you can include in your exhibit. Below are some creative trade show booth ideas that attract visitors and keep your brand front and center for all the right reasons.

Hire a Showstopper

Showstoppers get all the attention, which is why they are worth adding to your exhibit. If you have the connections, hire someone famous to be at your booth. It doesn’t have to be a big-name celebrity, but rather someone well-known in your industry. Or hire a professional balloon twister, magician, face painter, tattoo artist, etc. These showstoppers deliver plenty of entertainment in a small space. You can even train your employees to take on these roles, saving money and ensuring consistent customer service.

Add Lights and Action

Adding lights and action to your trade show booth can get you noticed from a distance. As people see laser lights and light shows from afar, they will be interested in seeing what your exhibit has to offer. Plus, lighting is generally inexpensive and low maintenance for the attention it can generate. Ideas include:

  • Laser light displays
  • Track lighting
  • Rope lighting
  • Color changing LEDs
  • Wall washer spotlights

Offer Internet Access

Internet access may be important if you plan pique curiosity with holographics, water screen projections or large backdrop screens. Wifi access  is also a great way to welcome people to your booth. Offer charging stations and comfy chairs where attendees can take a break and charge their devices. Provide information on your products and services in a subtle way, such as with brochures, kiosks, or a video presentation. 

Provide Interactive Activities

When people engage in interactive activities, it allows them to form stronger brand connections. Add a few interactive elements that visitors will enjoy, such as virtual reality games, kiosks, interactive tours, spin-the-wheel prizes, virtual reality goggles and more. These activities will also keep people in your exhibit for a longer period of time, giving you more flexibility to share your brand experience and take time away from competitors. 

Hand Out Exciting Prizes

Promotional items and giveaways are a great way to bring your brand into your customers’ homes, but you can reserve a few larger prizes for some lucky winners. People love to win things, so you shouldn’t have any trouble getting people to participate. A dinner out or a weekend getaway treats a few customers to something special while allowing the magic with your brand to continue.

Exhibitors continue to do bigger and better things to impress their audiences, so it’s important that you find ways to stand out too. Hopefully our ideas have given you some inspiration on how to attract larger crowds to your exhibit! 

Trade Show Tips and Tricks from IGE Group —

3 Common Trade Show Objectives and How to Reach Them

kiss booth interior

When you invest time and money into a trade show exhibit, it’s crucial that you and your staff understand, and eventually reach, your trade show objectives. Otherwise, you will end up going through the motions without a clear strategy to follow or measurable trade show goals and objectives to track. Usually, people will say that they exhibit at trade shows to show off their products or expand their network. However, trade shows can be used for more specific objectives, such as launching a new product.

Let’s learn more about these three common trade show objectives, the considerations for each, and how to best achieve your goals.

New Product or Service Launch

Do you have a new product or service that you’re launching? The best way to get it in front of a large, targeted audience is by exhibiting at a trade show. Your trade show booth should complement the new product or service and highlight its most important features. Be sure that your staff is well trained and can answer questions from potential customers.

To increase engagement, have your product available for people to try. Perform product demonstrations and consider offering free trials or samples, if possible. If your product or service isn’t quite as hands on, you’ll have to think outside the box. For example, virtual reality (VR) or augmented reality (AR) use interactive elements to show audiences what your product or service would be like.

Lead/Prospect Generation

Many businesses exhibit at trade shows to grow their list of leads. Trade shows are a great place to do this because you can connect with a highly targeted group of people. Even though some of your best prospects are right in front of you, there is still a lot of competition at trade shows. You must know how you will draw attendees to your booth.

Signage and eye-catching graphics remain important, but you need more than this to capture widespread attention. Consider how you can implement interactive technology, such as VR, AR, kiosks, video games and storytelling. People also love free stuff, so have incentives for those who stop by, such as branded swag, sample products or the chance to win a gift basket or gift card.

Finally, have a method for capturing leads. The fish bowl tactic is growing less popular because fewer people walk around with business cards, or they don’t want to fill out their contact info a hundred times. Consider a lead capture app that can transfer contact information directly into your CRM.

Brand Awareness

Another popular reason for attending trade shows is to build brand awareness. You can easily position your brand in front of thousands of people who have a need for your products and services. This is especially helpful for new companies that are just starting out and building their customer base.

To make a good impression, ensure that your brand image is consistent throughout your exhibit. This can be accomplished by working with the right trade show booth company that understands your brand and vision. Determine how you will create a meaningful brand experience for attendees and how you want them to feel when they leave. Promotional products are helpful because they help visitors recall your brand and their positive experience with it.

Before investing time and money into your next exhibit, be sure that you clearly define your objectives and how you plan to reach them. This gives your booth staff clear goals to work toward, such as sharing your brand story, handing out branded merchandise and capturing lead information. To start building your custom exhibit, contact IGE today.

Trade Show Exhibit Information from IGE Group —

Does Trade Show Booth Size Matter?

small gogo event both

A common question we hear from clients is ‘Does trade show booth size matter’? Many wonder whether they should build a small or large trade show exhibit. Those who are on a budget typically opt for a smaller exhibit. Not only can it cost less, but smaller spaces are also cheaper to rent out at events. Even if you have the budget for a larger exhibit, is it worth it? Not always.

The final decision is up to you and what’s best for your business, but we’ll share our experience and expertise when it comes to the size of your trade show booth.

10 x 10 vs. 30 x 30. Is There Really a Difference?

As long as you are effectively and efficiently using the booth space, there is no difference between a small 10×10 booth and a large 30×30 booth, aside from the obvious – size. Otherwise, you can successfully promote your products and services, introduce your brand and entertain your audience. 

Some may argue that a larger display will attract more attention, but this isn’t necessarily the case. If you go big but don’t have enough content to fill out the booth, it can make your business look lazy and unprepared. Before investing in more space, be confident that you have the content to make it look great.

A small booth almost always has the potential to shine, but you do have to be creative. These booths tend to get less exposure than large island configurations. Fortunately, there are endless ways to attract attention. The only time a small booth can be a disservice is if you try to cram too much information in, leaving people feeling overwhelmed.

Tips for Making the Most of Your Space

At the end of the day, choose the exhibit that meets your needs and allows you to accomplish your goals. Here are a few tips to make the most of your space, whether it be small or large.

Small space tips:

  • Stay organized. There is limited room for people to stand around, so keep your area clean and organized. Otherwise, it may appear messy and prevent people from stopping by.
  • Use eye-catching displays. To ensure that your booth gets just as much attention as larger ones, invest in eye-catching graphics. The font should be large and bold, and the signage should include your company name, logo and call to action.
  • Enlist your A-team. Bring your best employees along – those that are friendly, energetic and great at starting conversations.
  • Promotional giveaways. People love to get free stuff, so be ready to hand out free items such as water bottles, t-shirts, shopping bags and even labeled snacks and water.
  • Incorporate technology. If your budget is limited, it can be better to invest in technology than space. Educate and entertain your audience using virtual reality goggles, interactive games, touch screens and more.

Large space tips:

  • Hire enough staff. You have more space to cover with a larger booth, so you need more employees. Each person should stand at a specific spot to ensure that all angles are covered.
  • Capture leads using an app. It’s harder to keep track of leads in a larger space. Use a lead capture app to gather visitor information. If you can, jot down a few notes about each person so you can personalize a future follow up.
  • Have a dress code. With more people walking around your booth, you don’t want your staff to be confused for a visitor. Have your booth staff wear bright, matching colors.
  • Consider the traffic flow. With more territory to cover, a flow is important. Have an inviting entrance and guide visitors from one part of the exhibit to the next.

As you can see, there are benefits to both small and large trade show exhibits. If you need help choosing the best size for your next conference, contact IGE. We’re happy to help our clients find the best fit!

Large Modular Exhibit Design and Build by IGE Group —

Dish-Sling Large Modular Exhibit: CES 2017, Las Vegas

large modular exhibit rendering

The large modular exhibit designed and built for Dish and Sling Television was our first opportunity to create a dual brand experience. Having produced numerous booths in the past for Dish, we were confident we could rise to the creative challenge of including Sling TV.

The Client and The Show

The Consumer Electronics Show (CES) turned 50 in 2017. The annual event kicks off a new year, where thousands congregate to celebrate and explore all things related to everyday electronics. With more than 4,000 professionals gathering to launch new products and almost 200,000 guests pining for them, CES is one of the most popular trade shows in the world. The conference utilizes 11 official venues that span more than 2.9 million net square feet of exhibit space. Product categories include television, wearable technology, wireless audio, drones, virtual reality and many more.

Founded in 1981, Dish pioneered direct-broadcast satellite television and today provides pay-TV service to more than 12 million subscribers. They also lead the industry in state-of-the-art equipment and technology, and provide the highest quality programming with the most choices. In 2015 the company launched Sling TV, a wireless service offering a selection of major cable channels that can be streamed through smart TVs, digital media players and apps.

Creating a Brand Experience

Using similar design elements and materials, IGE created a cohesive dual-branded exhibit while maintaining individual brand identity. The hanging mesh fabric with 8-foot-tall logos on either side of the space was visible across the showroom floor. Strategic LED lighting showcased various areas and products throughout the booth. A combination of a 16′ fabric and custom acrylic panels created a towering canopy of subtle privacy. This allowed separation for the two brands but kept the floor plan open. The large modular exhibit wowed attendees with its hi-tech design and included 20 television screens. The result achieved high visibility, which helped the brands to stand out at such a giant show. IGE is proud to be part of their success story.


  • Size: 50′ x 60′ (2,500 square feet)
  • 70′ mesh fabric
  • 20 TV screens
  • 16 LED acrylic shelves


Trade Show Tips and Tricks from IGE Group —

Simple Ways to Refresh Your Current Trade Show Exhibit

modular booth

You can spend all the money in the world on a trade show booth, but even the most dependable models are bound to grow outdated. Your marketing goals, branding, color schemes and visuals change all of the time, and it’s important that you know how to refresh your current trade show exhibit. Otherwise, it may feel disconnected from your brand when you exhibit at trade show events.

Below we share a few time-saving and budget-friendly trade show booth tips for refreshing your current booth.

Switch Out Graphics

Updating your trade show graphics is one of the fastest and most impactful ways to change the look of your booth. Some clients change their graphics for each show so that they can target a specific audience and maximize their message. There are many options for graphics, including backdrop banners, banner stands, laminated prints and table top displays.

Improve Lighting

New lighting can transform your exhibit for a relatively inexpensive cost. The nice thing about lighting is that it’s functional as well as visually appealing. You can use lighting to highlight parts of your booth and to emphasize your messaging. Plus, with color programming capabilities, you can keep the color of your lighting consistent with your color scheme. Lighting options include light boxes, LED accents, motion lighting and distinctive product lighting.

Update Flooring

Another aspect of your trade show exhibit to update is the flooring. The color and style of your flooring can give your booth a dramatically different look and feel, just as it can do in the home. To brighten things up, switch from carpet to laminate. If you want a cozier entrance, opt for carpet tiles. You may even want to consider data-collecting flooring technology that captures data as people move through your exhibit.

Reconfigure Layout

Most trade show exhibits are flexible and allow for different layouts to be made. Rather than starting from scratch, you can change the appearance of your exhibit by re-configuring its layout. Before doing this, learn more about the show you are attending and where your booth space is located. You can then choose a floor plan that accommodates your space and visitors. 

Incorporate Technology

As technology improves, it becomes more accessible and easier to implement. The good news is that you don’t need to build a new exhibit to take advantage of the latest technology. Offer more ways for visitors to get involved by adding touch screens, LED displays, lead capture software and kiosks. If you need more space for this technology, consider an add on modular display that creates more space and possibilities.

Does your exhibit need a refresh? Contact IGE to learn more about the easy, budget-savvy ways to improve the look, feel and experience of your trade show booth.

Trade Show Tips and Tricks from IGE Group —

Six Trade Show Etiquette Tips to Live By

trade show lounge area

Trade show etiquette matters. It’s not just attendees paying attention to your behavior at trade shows – your competition is, too. Your booth staff should act like they are on display at all times – because they are! As people approach your exhibit, your staff should be warm and welcoming. Whether it’s the first day or the third day of the event – attendees should be treated with respect and empathy as they share their pain points.

To ensure that your booth staff is ready to rock your exhibit, here are some trade show booth etiquette tips to follow.

  1. Practice “Approachable” Body Language

Body language is a nonverbal form of communication. Crossing the arms, yawning or looking disinterested sends the message that you’re unapproachable. Because it’s easy to misread body language, it’s a good idea to go over the basics of positive body language with your booth staff. A professional, friendly demeanor looks like this:

  • Stand up straight in front of the booth
  • Greet people as they walk by
  • Smile and make direct eye contact
  • Keep hands out of pockets
  • Avoid crossing arms or legs
  • Avoid leaning up against furniture
  1. No Food or Drinks in the Booth

Avoid eating and drinking in your booth. It’s tempting – we know. The days are long, so booth staff should have access to food and drinks. But, they should not consume them in the booth. Wrappers, empty water bottles and even the smell of food can look unprofessional. That said, if you have branded water bottles, your staff can use them to keep hydrated.

Speaking of food, employees should let customers eat first. When it’s time to eat, booth staff should wait until the customers have lined up. Also make sure that your employees are diligent about their schedules and give each other appropriate breaks.

  1. Dress Appropriately

Some companies expect their booth staff to wear corporate or business casual attire, while others have specific branded apparel. Uniforms and professional clothing distinguish booth staff from the rest of the crowd. A branded red polo, for example, helps your employees stand out so that attendees know who to connect with. 

  1. Put Customers First

Sales personnel should talk to the attendees and not each other. It’s important that they are alert and remain visible to passersbys. Plus, people can get a bad impression of your company if they see your staff talking and laughing with each other and ignoring the guests. You’re paying the money to be at the trade show, so prove that you want to be there.

  1. Be a Good Listener

You’re excited about your products and services – this is great! But, it’s important to be a good listener, too. Your staff can learn a lot from prospects, such as their pain points, what they like and dislike about your products  and more. Even though your staff should be trained on what to say, they need to listen, too.

  1. Make Good Choices Outside the Event

Set guidelines that define work hours, free time and alcohol consumption. Remind employees that they will still be around industry professionals and prospective customers, so it’s important to be considerate. Also establish clear boundaries on what acceptable and non-acceptable company expenses are.  

Before any trade show, spend some time talking to your booth staff about proper etiquette. This is your time to shine and you wouldn’t want the wrong body language or the bite of a cheeseburger to ruin things.

Custom Tech Exhibit by IGE Group —

SteelSeries Trade Show Tech Exhibit: PAX East 2016, Boston

Trade Show Tech Exhibit for steelseries

IGE was tasked to create a custom trade show tech exhibit for the SteelSeries presence at the 2016 PAX East event in Boston. Though we had done tech-focused booths in the past, this was our first in the gaming culture. To say we were excited would be an understatement!

The Show and The Client

SteelSeries is a leading manufacturer of gaming peripherals such as headsets, keyboards and mice.  Founded in 2001, the company supports a number of electronic sports teams and individuals through sponsorships and community support.

Originally called the Penny Arcade Expo, PAX East is one in a series of annual gaming-focused festivals around the country. Events feature industry-insider speeches, game-culture inspired concerts and tabletop gaming tournaments. Exhibitor booths include independent and major game developers and publishers. Each conference averages upward of 100,000 attendees.

Ultimate Gaming Experience

The SteelSeries trade show tech exhibit was the definition of interactive. The goal was to provide consumers and attendees with the ultimate gaming experience. IGE designed an industrial-themed booth featuring materials specifically chosen to reflect the SteelSeries brand. These included perforated steel, diamond plate flooring, acrylics, and matte and glossy finishes. Scarlet LED lighting illuminated the show floor, resembling that of the video game world. This exhibit also included an extraordinary amount of electronics, such as computers, monitors, a 16’ x 9’ LED video wall and a complete 5 x 5 gaming station. Finally, all the equipment was contained within cabinetry and a customized ventilation system was built to prevent overheating. The crimson glow of the LED lights beckoned guests from across the exhibition hall. IGE worked on strategic planning, created the consumer event experience, and installed the digital displays for the exhibit.


  • Size: 20′ x 30′ (600 square feet)
  • 220″ monitor
  • 97 steel plates
  • 307 games

Trade Show Tech Exhibit Trade Show Tech Exhibit with computers

Trade Show Tips and Tricks from IGE Group —

5 Trade Show Exhibit Technology Trends to Consider

2017 dish cedia tech exhibit

People love technology. It has livened up the trade show industry, allowing consumers to experience products and services in new ways. While there is no replacement for good old fashioned human connections, technology is a wonderful addition to your trade show marketing strategy. Your design company can suggest a few great features for your booth, but it doesn’t hurt to educate yourself on your options.

Here are five technology trends to consider for your trade show exhibit.

1. Digital Signage

Digital signage is an effective way to make your display stand out. People are attracted to bright lights and high-quality visuals, so choose your content wisely. This is your chance to share your message, demonstrate your product’s capabilities and engage your audience. Digital displays go beyond traditional signage. Let visitors interact with your brand by using touch screens. Integrate your social media channels to secure lead information. Feature testimonials from satisfied customers.

2. Digital Assistants

Artificial intelligence can be found in many places, including the very popular digital assistants. People love using Siri, Alexa and Google to check the weather, listen to music and answer questions. Surprisingly, personal assistants have a purpose in the trade show industry. Use them to show customers a quick product demonstration, to pull up analytics or to recommend local establishments.

3. Phone Chargers

Want to drive more traffic to your booth? Offer outlets where visitors can charge their mobile devices along with comfortable seating and bottled water. Outlets are hard to find on the trade show floor, so it will give people a reason to visit you. Then, as visitors sit and recharge, provide them with information on your business in the form of brochures, newsletters and business cards.

4. Virtual Reality

Virtual reality creates immersive, memorable experiences, especially if your product or service is difficult to show in person. Plus, it’s just plain fun! There are many ways to incorporate virtual reality into your trade show design. Here are a few examples:

  • Share a story
  • Create a product demo
  • Play a game or scavenger hunt
  • Offer a 360-degree experience
  • Hangout with real employees
  • Show behind-the-scenes footage
  • Offer a tour of your physical store
  • Describe the production/manufacturing process

5. Geofencing Technology

Geofencing allows you to target individuals when their devices enter your location. You must first establish virtual boundaries around a specified location, such as by drawing a circle on Google Maps. End-users must also enable geofencing capabilities on their mobile devices. You can learn more about this here. If you choose to use geofencing technology, send a discount code or promotion to be used in your store or online for continued engagement.

Technology is a great way to bring people to your booth while creating memorable experiences. To learn more about incorporating technology into your custom trade show exhibit, contact IGE today.

Trade Show Tips and Tricks from IGE Group —

Effective Ways to Improve Trade Show Follow Up

busy trade show booth with attendees

Following up with customers is one of the most underestimated ways to improve sales. Once you go through the trouble to gather contact information from your leads, it only makes sense to take the next steps to connect with them. Unfortunately, this step is often overlooked because sales reps don’t have enough lead information or worry that they will be bothering the customer. Some sales reps simply forget and get busy doing other things.

Before your trade show employees hand over leads to the sales team, be sure that you have a reliable process for capturing contact information and qualifying leads. This way, your sales team will have the right information to contact leads at the best times.

Here are effective ways to improve trade show follow up.

Qualify Leads

Not all leads are the same. Identify your hot leads and prioritize them so that your sales team knows which ones to contact first. This can be done by using a range of further engagement opportunities such as lead demos and whitepapers.

Customize Your Follow Up

A generic message is a wasted business opportunity. Not only are automated messages more likely to be ignored, but also they can give people a negative impression of your business. Use the lead’s personal information to customize their message and deliver it in the right moment. 

Respond Promptly

Don’t wait to contact your leads. Have a campaign for following up and be ready to launch it when the trade show is over. It could be something as simple as an email with the contact’s name and a link to download your ebook.

Include a Specific CTA

Be specific about what you want people to do. If you send an email and want contacts to watch your demo video, include a call to action that says, “Watch Our Demo Video.” Other specific calls to action are, “Learn More,” “Schedule a Personal Appointment” or “Get Our Latest Whitepaper.”

Share Your Contact Information

Let the contact know where they can reach a real human from your company. People sometimes avoid calling 1-800 numbers because they don’t want to be bounced around. Any correspondences that are sent out should include the point of contact from your company, along with their direct number and email.

Share Specific Information

Another way to personalize your messages is by pointing out specific examples from the trade show. Maybe you had a meaningful conversation with a lead and you want to refer back to that. This is a great way to show that you are listening and remember the person’s pain points.

Be Ready to Follow Up Again

No business wants to be pushy, but some people need a few emails before they respond. If you don’t hear back from the lead, follow up again with another email or phone call. The person may not be ready to convert at this time, but you can always ask to hold onto their information and contact them at a later date.

Trade shows are an investment. See more ROI from your events by having a strong follow up trade show strategy in place. If you need assistance planning your next exhibit, contact IGE for a free estimate

Custom Modular Trade Show Booth by IGE Group —

Gogo Custom Modular Trade Show Booth: ABACE 2016, Shanghai

Modular Trade Show Booth

The modular trade show booth IGE created for Gogo was significant, as they planned to unveil new branding. IGE has worked with the company since 2004, when the company was new and operating under the name Aircell. So we were excited to again be part of their aesthetic evolution. IGE handled the installation and dismantle, the design and fabrication, the production of the graphics, and all the show services.

The Show and the Client

Headquartered in Chicago, Illinois, Gogo is the leading in-flight internet and entertainment provider. Gogo partners with 16 major airlines to provide in-flight WiFi that benefits both the aircraft and the passengers.

The Asian Business Aviation Conference and Exhibition (ABACE) brings together thousands of business aviation professionals from Asia and beyond. Educational sessions focus on issues of importance to companies operating business aircraft in the region. In addition to networking with the thousands who attend, participants also enjoy first looks at hundreds of exhibits showcasing the newest industry-related products and services.

A New Brand Identity

Gogo required an exhibit for the ABACE event in Shanghai to display the new brand identity, which features a bolder, brighter red. Our goal was to make sure that GoGo’s new hue really made an impression, so a well-branded design was necessary to unveil their revitalized identity. The modular booth was striking, further enhanced by the contrast of three dimensional white brand logos. This created an impressive and simple facade. The architecture was minimal and calm, but full of presence and personality. Attendees visiting the exhibit found the environment warm but professional. The space included an enclosed structure where Gogo team members could meet clients in private. The interior and exterior messaging included simple but effective icons that kept the exhibit clean and sophisticated.


  • Size: 6m x 6m (36 square meters)
  • 1 seamless monitor
  • Pantone 185C
  • 21 lights

Trade Show Information from IGE Group —

Using Your Corporate Trade Show Booths to Gain Subscribers

guest at trade booth display

Subscribers Offer Many Benefits To Your Organization

Exhibits are one of the best ways to gain subscribers. Extending your email list for newsletters and company updates can offer an impressive range of benefits. Every time you connect electronically with a potential client, your business has the opportunity to extend brand recognition and loyalty. Additionally, every subscriber you connect with has access to a virtually endless network, both online and personally. Building a bigger subscriber list increases the chances that company information will be shared verbally or through social media.

Make Building Your Subscriber List A Top Priority

What is the first tip for building your subscriber list at trade show events? Make it a priority. When creating a strategy before each event, ensure that your staffs’ goal is to boost subscribers, so they can prioritize it.

Of course, recognizing subscriber-building as a goal is not the only thing you will need to achieve it. You should also put together action items to successfully stretch your subscription list with each event. Utilizing technology can make a major impact in your endeavors. Brainstorm with your team to find a viable app that can quickly enter contact information for visiting guests.

Additionally, work with your staff to make subscription information part of their pitch when meeting with individual guests at your trade show booths. Yes, you will want to make sure they have informed a representative about your merchandise. However, every conversation they have should not only include details about your company/services/products but also how they can stay in the know on what your organization has to offer.

Use Demonstration/Presentation Time To Your Advantage

Are you planning on holding product demonstrations and/or trade show booths presentations during the function? You will officially have access to a collective audience. Use this to your advantage; hand out a questionnaire after you present to gain insight on how you can improve your exhibit as well as give them a place to enter in their contact information for future emails.

The most important tip for building your subscription list is to make it as easy as possible for guests at your trade show booths to signup. Setup tablets, laptops, and PC’s throughout the exhibit so visitors can enter in their contact information directly, as well as give permission to be part of your mailing network.

No matter how you achieve subscribers, never forget the post-even golden rule: Follow up! Connect with all of your subscribers soon after the event to further strengthen your relationship. This will better the odds that you will sustain their attention for the long-term.

Trade Show Exhibit Information from IGE Group —

Dazzling Trade Show Display Design Concepts

beautiful trade show display

A Solid Foundation

Trade show displays design is what will attract guests to your exhibit. Booths are commonly built on a foundation of variable pieces, including banner stands, kiosks, towers and accessories. All need to support multimedia, interactive technology, merchandising and other specific needs. Each element is engineered for an ideal balance between weight and durability, and they’re designed for fast and easy installation. This means a small team can handle set-up and tear-down.

Don’t Talk Over Yourself

A big temptation that many trade show booths suffer from is including too much text in their display. It seems logical to include as much information as possible, but in practice, it’s too overwhelming. It’s unpleasant and makes people want to leave. When it comes to marketing, people respond better to images than to words. Start with a large, eye-catching graphic, and add as few words as possible. Include one short central message and no more than three benefits. Simplicity is elegance in visual design.

Less Is More

The idea of clean, simple design also serves well when it comes to merchandising and displaying demo products in your booth. Prioritize what goes into your trade show display booth. Start with the things that attract people most strongly: Things that are innovative, unusual, shiny, or moving. Plan spaces for those things first. If your products are not, themselves, visually impressive, you can draw attention to them with lighting or by using unexpected colors or textures to showcase them.

There is a fine balance to strike here: If your booth seems too empty, people will walk right by, but if it crosses the line between attraction and over-stimulation, they won’t be staying long. After you’ve planned for your “showcase” items, you can experiment with the quantity and arrangement of additional merchandise or demo products. If you have important items that may not be very exciting, such as replacement parts or refills, you don’t necessarily need to display those. Give your visitors an uncluttered experience, and they’re more likely to notice the things you most want to show them.

Trade Show Exhibit Information from IGE Group —

Logistics Management by IGE Can Ensure Your Trade Show Success

trade show logistics

Ensure event success by enlisting IGE to manage your trade show logistics. One of the great things about working with IGE is that we provide everything needed for a successful trade show event. Many businesses know the importance of planning for an exhibit, but they often don’t think about the storage and logistics. Where will you store your exhibit when it’s not in use? How can you be sure that your exhibit will be delivered on time?

IGE is an all-inclusive trade show partner that has everything covered. Let’s learn more about our logistics and storage services, what they include and tips for simplifying the process.

IGE Has Logistics & Storage Covered

The IGE team provides all mission-critical logistical services needed to make your trade shows a success. We will transport your exhibit in safe, secure packaging and provide storage for short or long term needs. Our Denver headquarters have warehouse facility space with additional fulfillment and storage facilities around the world.

To specify, here is what we can do for you:

  • Ship your display
  • Repack your booth
  • Track your shipments
  • Label all cases and crates
  • Evaluate possible damage
  • Take inventory of all components
  • Clean, prep and pack your display
  • Provide short or long term storage

Logistics Tips to Keep Your Trade Shows Running Smoothly

IGE coordinates hundreds of projects each year. Here are a few tips for making this stage of the process a bit easier for everyone.

  • Have all documents ready. If you’re participating in an international show, have all documents ready. This tells border patrol what is inside the crates and avoids unnecessary delays.
  • Label everything. Label all cases and crates – 1 of 3, 2 of 3, etc. This way, the boxes will arrive together. It’s also a good idea to label your materials with the name of the trade show, the name of your company and your booth number.
  • Document weights and dimensions. Keep a separate spreadsheet of all the weights and dimensions of the products you’re shipping. This keeps things organized for future shipments.
  • Plan ahead. Always give yourself plenty of time to ship out your materials. Last minute shipments will have you panicked and also cost a hefty fee. Plus, if you have questions about what you can and can’t ship (i.e., perishables), you’ll have time to ask.
  • Get the tracking info. Ask for the tracking number so that you can keep an eye on the shipment. There are many factors that can delay a shipment, so you want to be on top of things.

Count on IGE for all of your trade show needs. We build custom displays – conventional, portable and rental – and handle all of the logistics and storage. 

Custom Modular Booth by IGE Group —

Trimble Custom Modular Booth: InterGeo 2015, Germany

Custom Modular Booth

IGE was tasked by Trimble to create a custom modular booth for the InterGeo event in Germany. IGE was a part of this project from start to finish. Specifically, our team worked on the planning, the design and fabrication, the printing of large fabrics, and the eventual exhibit production.

The Show and The Client

Headquartered in California, Trimble Navigation makes GPS receivers, laser range finders, unmanned aerial vehicles, inertial navigation systems and a variety of software processing tools. Trimble Geospatial solutions facilitate a high quality, productive workflow and data exchange to drive efficiency, productivity, safety and value in organisms of all sizes. The company works with industries such as land survey, construction, agriculture, transportation, telecommunications, and more. Over 150 countries use Trimble solutions, and their employees are located in more than 40 different territories.

InterGeo is a leading conference and trade fair for geodesy, geo-information and land management. Over 17,000 visitors from 92 countries descended on the host city of Stuttgart. With 535 exhibitors present at the venue, topics include innovations, an overview of industry trends and networking.

Open Space Environment

The exhibit took advantage of open space, creating a simplistic and sleek design. Specific branding and images covered the suspended ceiling panels in the booth. IGE also created a low-energy lighting solution for Trimble’s custom trade show exhibit space, which could be seen from across the show floor. The soft blues, whites and greens helped create an inviting atmosphere for guests. The booth was clean and simple, with multiple lounge areas that allowed visitors a chance to sit and relax.


  • Size: 13m x 11m (143 square meters)
  • seating for more than 40 visitors
  • 3 canopies
  • 8 different types of materials

trimble Custom Modular Booth

Trade Show Exhibit Information from IGE Group —

Rental vs Custom Exhibit: What’s Best for Your Brand

Rental vs Custom Exhibit

When you decide to attend a trade show, you have many exhibit types to choose from. It’s vital that you understand the benefits of rental vs custom xxhibits. Custom exhibits are built to your exact specifications, while rentals are great for tight budgets and timelines. One isn’t necessarily better than the other. Instead, it comes down to your trade show goals, your budget and what you hope to accomplish.

Let’s go over the Benefits of Exhibit Rental vs. Custom Build Exhibits and how to decide what’s best for your brand.

Custom Exhibits: When They’re Best 

Custom trade show exhibits are powerful and the best way to stand apart from the crowd. You have full control over a custom exhibit, which can be designed any way that you want. While your exhibit is being built, you will work closely with a team of project designers that will bring your vision to life. Even if you’re not sure what you want your exhibit to look like, the designers can come up with something that’s attention-grabbing, functional and true to your brand.

Custom exhibits do take longer to build, so you’ll need a few months for the project to be completed. If you’re on a tight timeline, you may want to choose a different option because you don’t want to rush through a project of this size. Also, because custom exhibits are a big investment, you’ll want to get the most use out of them. Custom displays give you the best return if you use them for at least three shows.

Rental Exhibits: When They’re Best

Rental exhibits can look just as eye-grabbing as a custom booth. Using modular structures, project designers can create a booth that meets your brand’s unique style. Your options may be more limited because the display is not entirely custom, but you shouldn’t feel restricted. Modular displays have come a long way in recent years and leave plenty of room for customization. 

We recommend rental exhibits for clients who only need to use the booth for a trade show or two. In this case, it might not make sense to invest in a custom exhibit, and a rental is a great alternative. Plus, you can save money by not having to worry about logistics and storage. It’s also worth renting a display if you’re on a short timeline. Sometimes, trade show opportunities come up quick and you don’t have time to build an exhibit from scratch. A rental exhibit saves time and money.

Is There a Right Option?

In the end, there is no right or wrong decision to make for your brand. You have to assess the Benefits of Rental vs. Custom Exhibits for your company. The important thing is to work with an experienced trade show exhibit company that is comfortable working with all types of trade show displays. IGE has a wide range of trade show options, including portable exhibits, modular exhibits and custom exhibit rentals. Contact us today to see what makes sense for your next trade show event. 

Trade Show Exhibit Information from IGE Group —

8 Ways To Make Yours the Best-In-Show Booth

award winning trade show booth

If you’re ready to command attention at the next live convention and ensure yours is a best trade show booth in show, consider these 8 tips:

Go Bold With Your Booth!

First and foremost, always make sure you exhibits and designs are engaging, captivating and compelling. Work with a leading design team to give you a cutting edge look that instantly builds buzz.

Plan Your Location

When it comes to living marketing events, location truly is everything. The prime showroom spaces often go quickly; always contact the venue in advance for a floor plan, so you can strategize the best place for your display during the function.

Prep the Team

When it comes to manning and designing trade show booths, it’s not enough to just have product and service knowledge. It’s critical that your employees are welcoming and approachable throughout the event. Smiles, eye contact and pleasant attitudes all around! If you want to really stand out from the competition, have one exhibit “host” ready to meet, greet and direct visitors to the appropriate person.

Host a Contest

Create a contest that requires participants to fill out a contact information sheet in order to win. They will get the chance to bring home a prize and you instantly have a new list of leads to enter into your database.

Brainstorm an Event-specific Promotion

Do you want to make the guests at your trade show booths feel extra special? Design a promotion that can only be redeemed during the function itself.

Create a Social Media Marketing Plan

Sure, you’ve posted all about your upcoming trade show exhibits on social media (or at least you should have), but how do you plan to use social media marketing during the live event? If you haven’t created a company profile on a social site, now is the time! Have your team take photos with the crowd, announce your contests, create status updates and then post, post, post throughout the day! Encourage your followers to tag themselves to widen the range of your brand exposure and tap into other online social networks as well.

Prove You’re an Industry Leader

You and your biggest competitors may be in the same line of business, but there’s no doubt that your business is unique. Take the time to create white papers or give a speech on a current industry trend to demonstrate why you are the one to watch in your vertical.

Have a Giveaway

If you’re not a huge fan of handing out free trinkets, not a problem! You can opt to instead give out trial sizes of your products. A giveaway is the perfect way to extend the reach of your brand while getting your merchandise into the hands of your specific consumer demographic.

Large Automotive Trade Show Exhibit by IGE Group —

Honda Automotive Trade Show Exhibit: NMSDC 2015, San Diego

Automotive Trade Show Exhibit

Honda chose IGE to design and create their automotive trade show exhibit for the 2015 NMSDC Conference. Our team designed the concept, completed the fabrication and production of the booth, as well as managed the project. We also handled the installation and dismantling of the exhibit after the show ended.

The Show and The Client

Headquartered in California, Honda is a Japanese company that manufactures automobiles, motorcycles and power equipment. One of the largest automobile producers in the world, they are also the largest motorcycle and internal combustion engine manufacturer.

The NMSDC Conference and Business Opportunity Fair is the nation’s premier forum on minority supplier development. For four days, more than 6,000 corporate CEOs, procurement executives and supplier diversity professionals from the top multinational companies and international organizations convene in San Diego. There are more than 700 exhibitors, 20 workshops and a black-tie Awards Banquet.

Open Space Concept

Honda requested a smaller exhibit with a leading-edge atmosphere that would reflect the brand spirit. They also wanted to incorporate their promise of supplying high-quality products at a reasonable price. IGE has designed exhibits for Honda in the past, but with much larger dimensions. Honda challenged our team to create a new level of experience inside a more modest space, but would still encompass the complete Honda offer. Features included high-end finishes, back-lit displays and free-standing themed walls with recessed showcases for Honda products. IGE managed to create a very open environment despite the limited space. The booth’s simple design allowed the vehicles to shine, attracting visitors and reflecting the brand’s personality.


  • Size: 20′ x 40′  (800 sq. ft.)
  • 2 vehicles
  • 4 different Honda brands
  • 327 combined horsepower

honda Automotive Trade Show Exhibit

Trade Show Exhibit Information from IGE Group —

How to Motivate Your Trade Show Booth Staff

Motivated Trade Show Booth Staff

Your trade show exhibit attracts attention, but it’s the employees that get people to stay. It’s important to hire the right staff to manage your trade show booth and find ways to keep them motivated. After all, standing in front of an exhibit and talking to people takes a lot of physical and mental effort!

Below we share the best ways to keep your trade show booth staff motivated and engaged for your events. As a result, you can stimulate your marketing efforts, generate more leads and increase ROI.

Let’s get started!

Choose Experienced Employees

Not everyone loves attending trade show exhibits, but don’t make the mistake of throwing someone inexperienced in there. This is your opportunity to leave a long-lasting impression on visitors, so choose employees that will represent your brand in a positive light. The employees you select should be knowledgeable and experienced in your products, services and promotions.

Pick People Who Want to Attend

If you’re lucky, you’ll have seasoned team members who are willing to attend. People who are naturally friendly and personable – and also excited about attending a trade show – are your best candidates. Not all companies have this luxury, however, so you may be forced to choose people who are less than enthusiastic. Fortunately, an incentive might make the commitment more attractive…

Provide Incentives

For those who need a nudge, incentives and rewards can pay off. Everyone loves to be recognized for their efforts, so consider ways to reward individuals in your company. Ideas include a cash bonus, gift card, paid time off or free lunch. Even small incentives go a long way in motivating employees and making them more willing to represent your company at an event.

Set Realistic Goals

No matter how great your team is, they need direction. Be sure to send your employees off with a list of goals. Each trade show should have its own objective. Some of the most common goals include a new product launching, generating more leads, building brand awareness, retaining current customers and entering a new market. Knowing the milestones you plan to reach can also help you select the best booth attendants.

Prep Them with Information

A week or two before the event, provide your team members with relevant information for the event. The information should align with your goals and position your employees as industry experts. Review the goals you have set for the event so that everyone is on the same page. Now is also the time to go over trade show etiquette such as dress code, behaviors and making first impressions.

When the trade show is complete, have a follow up meeting to discuss successes and failures. Use this information to guide your next trade show event. Over time, you’ll build a dependable, motivated trade show team that knows the secrets to success.

Trade Show Tips and Tricks from IGE Group —

Going Green: Tips for Reducing Trade Show Event Waste

green forest display

Reducing trade show event waste can help your business go green. Perhaps you’re already making steps to be more eco-friendly. Transitioning to electronic documents and using sustainable office products are two examples. Going green is a brand move, so don’t limit efforts to your work space. Consider other ways you can be more environmentally friendly, such as by reducing trade show event waste. 

Below are a few simple ways to reduce and manage waste at your next conference.

Only Order What You Need

The first step in reducing waste is to use less of it! For example, share your message using touch screens instead of brochures or pamphlets. If you want something physical to hand out to guests, we suggest using promotional products. These items are effective at sharing your brand information and less likely to be thrown in the trash.

Choose a LEED-Certified Convention Center

Look for convention centers that have energy efficient upgrades, such as a recycling program, locally sourced meals, LED lighting and digital signage. The easiest way to do this is to search for “green meeting and conference venues” in your area or “LEED-certified venues.” For example, the Colorado Convention Center in Denver is LEED certified and has a preference for regional, organic and sustainable materials. 

Reuse Your Materials and Signage

You don’t need to start from scratch for each trade show event. For printed materials, don’t print the date or location unless necessary. This way, you can re-use the printed materials for other events. Invest in a custom exhibit that includes recycled and sustainable products and can be used for multiple events. For items you no longer need, consider donating them to a charity or recycling program.

Hand Out Sustainable Promo Items

We typically recommend handing out promotional items or sample products at your events. This brings traffic to your site and gives attendees small tokens to remember you by. After a long day of talking to vendors, reminders from the businesses helps attendees remember who they liked best. Hand out eco-friendly trade show items, such as organic cotton tees, recycled notebooks and reusable grocery bags to show your commitment to the environment.

More businesses are taking steps to be green and you should too. Reducing waste at your trade show events is an effective way to show customers that you care about the environment.

Large Retail Trade Show Product Showcase by IGE Group —

Whirlpool Trade Show Product Showcase: CES 2015, Las Vegas

Trade Show Product Showcase

The modular trade show product showcase we created for Whirlpool allows for annual adjustments and updates to feature new product launches. Having worked with the company numerous times in the past, we were familiar with their brands, presentation preferences and objectives. IGE also managed the strategic planning, creative strategy, large format printing and production of the exhibit.

The Show and The Client

CES is the world’s gathering place for all those who thrive on the business of consumer technologies. The 2015 event was the biggest ever, with 170,000 industry aficionados in attendance. With more than 3,600 companies exhibiting, the event covered more than 2.4 million square feet, utilizing 4 major venues in Las Vegas.

Whirlpool is an American Fortune 500 company and the largest home appliance marketer in the world. The company is also recognized for its commitment to LGBT rights and partnership with NASA.

Innovative Welcoming Warmth

We built this large trade show product showcase to comfortably display the newest merchandise, using an innovative and eye-catching design. Interactive experiences using the latest technologies served to assure attendees of the company commitment to innovation and progress. The large space featured different home environments in which a consumer might use branded products. A massive circular sign touting the company logo and mission statement hung above the environment. The exhibit was also designed to reflect the Whirlpool promise of warmth and hospitality. We achieved this through various details, from soft lighting, to lifestyle images, down to the finishes used on cabinetry and countertops.


  • Size: 50′ x 50′ -(2,500 square feet)
  • 300 appliances
  • 72 lights
  • 28,000+ visitors

Trade Show Tips and Tricks from IGE Group —

4 Exhibit Types to Impress Your Audience

Custom Trade Show Experience

When attending a trade show event, there are many decisions that need to be made. One of the first things to determine is which Impressive Exhibit Types you will be setting up. There are four main exhibit types: linear exhibits, island exhibits, peninsula exhibits and end-cap exhibits. Understanding the features and benefits of each will help you make the best decision for your upcoming event.

Let’s learn more about the four common types of trade show displays and how to choose the right one for your conference.

  1. Linear Exhibits

Linear exhibits, also called inline booths, are the most standard option. These exhibits are organized in a straight line and have exposed sides where people can enter. Usually, there are neighbors around you, so you may have restrictions on the height of your walls. Check with the venue for rules and regulations. Linear booths are great for small and midsize businesses, as well as divisions of companies. They can be built in various sizes (10×10, 10×20, 10×30) and are easy to staff, helping you stick to your budget. This is one of the reasons why they’re a top pick for first-time attendance. 

  1. Island Exhibits

Island exhibits are the largest option, typically requiring a booth size of 20 x 20 or more. Generally speaking, island exhibits are used by well-known corporate brands, but it all depends on the exposure you’re hoping to receive at your event. Island booths are free-standing and don’t share walls, giving you all four sides to work with. These exhibits are almost always busy, so you shouldn’t have any trouble demanding attention as long as you have a good marketing team.

  1. Peninsula Exhibits

Peninsula exhibits have three sides that face the aisles. They are large in size, usually 20 x 20 or more. These exhibits typically back up to a linear booth or another peninsula booth, so you may have height restrictions to follow. Peninsula exhibits share a lot of the same benefits as island exhibits because they are both large with exposed sides. However, because peninsula booths only have three sides instead of four, they are less expensive. Midsize and large businesses that want exposure without a huge financial investment usually opt for a peninsula layout.

  1. End-Cap Exhibits

End-cap exhibits are modifications of peninsula exhibits. They are usually 10 x 20 in size and back up to a linear booth rather than another end cap. There are three exposed sides but a smaller footprint, making these booths more economical than peninsula models. End-cap displays are great for all size companies because of their exposure and affordability. 

Do any of these four exhibit types interest you? Contact IGE for an estimate on building a new exhibit for your business. To save on trade show costs, ask about our rental displays – all the features without the investment! 

Trade Show Information from IGE Group —

5 Trade Show Industry Myths and Misconceptions Debunked

dreamy tradeshow exhibit

Trade show industry myths plague the circuit. With a substantial increase in digital advertising, some brands have stepped away from trade shows, claiming these events are too expensive and don’t bring in enough sales. However, these are just misconceptions. There are always ways to meet your trade show goals on a budget. Plus, the trade show industry is far from dead. In fact, it’s alive and well!

Here are five trade show industry myths that we’ll address – and debunk for good!

Myth #1. Brands are stepping away from trade shows.

There is one thing that trade shows have over digital marketing: face-to-face interaction. For this reason alone, brands do attend trade shows, which is why there are tens of thousands held each year in the United States alone. Trade shows also remain one of the most profitable B2B marketing approaches, generating more than $12.8 billion in 2016.

Myth #2. People don’t attend trade shows anymore.

Trade show event coordinators wouldn’t hold tens of thousands of events each year if people weren’t attending them! Trade shows receive a lot of foot traffic. 92% of trade show attendees go to these events because they want to look at new products. Interestingly, only 34% of attendees report being “very satisfied” with their experience. Many are looking for more value from these events and more time to meet with exhibitors.

Myth #3. Businesses can find new clients online.

Online is a great place to find new customers, but there are limitations to this approach. Shaking things up is good for business, and trade shows give you access to a wide range of prospects at once. In a single day, you have access to hundreds of potential customers interested in your products and services, and in the mindset to hear your pitch.

Myth #4. Trade shows are expensive.

Building a custom exhibit and exhibiting at an event is an investment. But, trade show prospects have the lowest cost-per-lead. According to research from CEIR, the average cost to identify a potential lead at a trade show is $96, compared to $443 using other means.

Plus, there are ways to be creative with your expenses. Portable and rental exhibits allow you to save money off a custom exhibit. And, if you do choose to build an exhibit, you can reuse the materials for multiple trade shows.

Myth #5. It’s hard to get sales from trade shows.

Keep in mind that many people attend trade shows to look at new products, not necessarily buy. Use your time at an event to focus on collecting qualified leads that will one day convert. Showcase your brand, network with industry professionals and engage with leads. Get people excited about your products and follow up with them after the event, which is when sales are more likely to happen.

Thinking about kicking things up a notch and designing a custom exhibit for your brand? Contact IGE for a quote on your next trade show booth!

Custom Trade Show Booth Rebranding by IGE Group —

Gogo Custom Trade Show Booth: NBAA 2014, Orlando

Gogo Custom Trade Show Booth Featured Image

Custom Trade Show Exhibit Design

IGE has been working on Gogo’s custom trade show booth designs since 2004, creating most of the brand’s exhibit designs and builds in the U.S. and overseas. In 2014, Gogo underwent a complete re-branding from the yellow and orange Aircell brand, to a pure red for the revamped Gogo identity. Gogo is the leading internet and entertainment provider in the industry. More than 2,500 commercial aircraft and 6,600 business aircraft offer Gogo’s on-board WiFi services. Gogo also developed 2Ku, which is a new in-flight satellite solution WiFi technology.

An Existing Exhibit

Because Gogo already had partnered for a few years before with IGE, the challenge was to change the overall look and feel of the booth and transform the entire experience into the new Gogo company with minimal investment. IGE started working on different concepts and the result was outstanding! An existing exhibit was completely converted into a brand new structure by just changing the finishes, touches and overall branding. Gogo’s custom trade show booth launched at NBAA 2014 in Orlando and Gogo is still using this exhibit today.

The 30 x 40 exhibit (1200 square foot) features 3 acrylic displays, Pantone 185C, and a 20-foot tower. IGE completed the design and fabrication, the large format printing, the production, and the installation and dismantling of the exhibit.


Custom Trade Show Booth

Trade Show Tips and Tricks from IGE Group —

Why Trade Show Giveaways Should be Part of Your Strategy

giveaway item

Trade show giveaways might be the best way to not only attract more visitors, but to have them remember your name later. Promotional products are one of the simplest ways to make people happy. Buyers enjoy getting items for free, especially if they are fun, useful and trendy.

According to the Promotional Products Association International (PPAI), the promotional product industry is worth more than $20.81 billion. Nearly seven out of 10 brands consider promotional products to be effective in achieving their marketing goals. The main reasons for handing out branded merchandise include increased brand recognition, stronger relationships with customers and more sales and referrals.

If you’ve been struggling to see ROI from your trade shows, it’s possible that handing out promotional items can make a difference. Below we share the biggest reasons why trade show booth giveaways keep your brand front and center.

Increase Booth Traffic

It can be difficult to get people to your booth, especially if you don’t have a prime location. These spots cost more and can be hard to get if you don’t sign up early. To drive traffic to your custom display exhibit, incorporate promotional items.

Rather than setting out the items, use them to your advantage early on. As you share updates on social media, entice people to visit you at the event to claim their free present. Something simple like, “Come visit us and get your free water bottle” gets the point across. Always be clear about the product you’re offering and if you have limited inventory.

Promote Brand Recognition

One of the main goals of attending a trade show event is to separate your brand from others. Fortunately, promotional products help customers remember you in a positive way. According to the PPAI, nine in 10 customers recall the branding when given a promotional item, eight in 10 recall the message and seven in 10 recall the call to action.

If your promotional item is not useful for the person you gave it to, rest assured that it will probably live on. Research shows that 81 percent of consumers keep promotional products for more than a year. If they choose not to keep the item, they often pass it along to someone else who can use it. So your product can potentially reach an entirely new audience.

Improve Brand Image

It’s hard to get noticed when there is a convention full of trade show booths! Giving visitors something to remember you by improves your brand’s image. It gets people to think more positively about you and the way you care for your customers. Be sure that you hand out items that are valuable and relevant to your audience. Handing out just anything is a missed opportunity and may even send the message that you don’t understand your customers.

Enhance the Look of Your Display

Adding giveaways is a great way to improve the visual look of your booth. Set out display shelves or stands with the branded swag and give your booth a pop. This will drive more traffic to your exhibit and generate conversation around your products and services. Some of the most popular promotional materials include apparel, water bottles, reusable bags, electronics and stickers and decals.

Promotional items should be a part of your trade show marketing strategy. Let IGE help you incorporate these products into your display exhibit for maximum impact. 

Trade Show Exhibit Information from IGE Group —

Choose The Right Team to Design Your Custom Exhibit

Empty Conference Room

When you design your custom exhibit, it is imperative to partner with a team you trust to execute your vision on budget.

Your Chosen Team Makes A Huge Impact In The Design Experience

The right design team plays a key role in the success of your exhibit visuals. Many vendors claim industry expertise, but to get the best results, you must weed through the masses to pinpoint the right firm for your needs.

When choosing a design team for your business exhibition structures, look for a few critical distinctions to ensure you make an informed final decision. Some key factors to look for include:


Experience, or lack thereof, can make or break the entire design endeavor. When vetting prospective vendors, consider overall operational tenure, as well as the experience level of individual team members. Ask about different skills, training, and certifications. The answers will help determine if they are capable of breathing life into your creative vision. Also ask about both local and regional experience and operations. Partnering with a provider who has a bigger presence in various regions means you will have access to their resources, no matter where your business exhibits.

Customized Solutions

Speaking of creative vision, it’s important to find a designer of exhibition stands that goes beyond cookie-cutter creative strategies. It’s critical to find a provider who can deliver customized creative solutions based on your specific marketing needs. Look for a vendor that wants to understand your promotional goals and isn’t trying to force-feed you an existing style template. A modern, innovative staff will offer a comprehensive portfolio of finishes, colors, cuts, shapes and sizes to choose from. Having the ability to personalize your final look will instantly help you stand out from the competition, and establish yourself as a trendsetting industry innovator.

Established Reputation

An experienced designer of exhibition stands won’t just have a comprehensive portfolio of finished products to show you; they will also have a large list of satisfied customers who can vouch for their overall expertise and professionalism. When choosing your vendor, ask for a list of references for further insight on what to expect. When connecting with references, ask about their overall experience and how closely the staff stuck to the agreed-upon budget. Inquire about any unexpected occurrences during the partnership and if the reference would work with the provider again.

Trade Show Tips and Tricks from IGE Group —

How Trade Show Exhibit Colors Affect the Event Experience

bright blue trade show exhibit

Your trade show exhibit colors play a significant role in how attendees react to your display. Are you familiar with Color Psychology?  This is the science of how colors evoke certain emotions in people, which is why marketers use them strategically to promote their products and services. Yellow conveys warmth, blue represents trust and red generates excitement. That said, the way we react to colors is largely based on our individual preferences, heritage, and upbringing. So it’s possible that the color yellow may not make you feel warm and happy at all.

Exhibitors have a tall order to fill because they need to work with colors that grab people’s attention while encouraging them to do something. These colors also need to form an emotional connection while keeping in line with the brand’s own color scheme.

If you’re having trouble choosing colors for your exhibit, you are not alone. This is a tough decision to make, and one that can have a positive or negative impact on your custom trade show exhibit. To make things easier for you, we’ve broken down what each color means and some of the best hues to use for your own exhibit. Let’s dig in!

Colors and Their Personalities

  • Red. The color red is associated with strength, power, determination and love. It attracts more attention than any other color, and can sometimes indicate danger. Red can increase respiration rate and raise blood pressure.
  • Yellow. Yellow is an overall happy color. It signifies joy, happiness and energy. Because of this, it produces a warming effect and stimulates the mind. Too much yellow can have the opposite effect.
  • Blue. Blue is a popular color with many shades, which means it has many personalities. In marketing, blue can signify trust, loyalty and productivity. It has been known to lower pulse rate and body temperature.
  • Purple. The color purple combines red and blue hues for a mysterious end result. Purple is associated with royalty, luxury and nobility. 
  • Orange. Orange combines the energy of red and the joyfulness of yellow. It’s an upbeat, tropical-like color that instills feelings of creativity, fascination and enthusiasm.
  • Green. The color green is synonymous with nature, freshness and fertility. Green is often used to symbolize trust, wisdom, safety and healing. This is an effective color for products that are safe for human health.

Applying Color to Your Exhibit

Before choosing which colors to use for your exhibit, there are three elements to consider.

  • Your demographics. How will your target market perceive the colors you choose? For example, in China, the color red is good luck. On the other hand, the color green can mean unlucky or unfaithful.
  • Your brand’s personality. Some brands are more rugged and do best with earthy tones like green and brown. Other brands are more technical and do well with shades of blue. Choose colors that align with your brand’s personality.
  • Your business goals. Think about your trade show goals and what you are hoping to accomplish. Are you building brand awareness? Launching a new product? Expanding your lead base? This will help you choose proper colors.

IGE builds custom exhibits for businesses of all sizes. Let us help you choose colors that balance freshness and individuality with your trade show goals.

Trade Show Tips and Tricks from IGE Group —

Save Time and Money with Custom Modular Displays

Kiss Cosmetics Custom Modular Display

Custom exhibits are a guaranteed way to get your brand noticed. They are bold, creative and professional, and therefore, are effective at attracting visitors. However, custom exhibits aren’t the only way to get your brand noticed. You can still get the sleek, polished look you want without putting in all the time and money that custom displays require. The alternative is modular displays.

Modular displays are versatile trade show booths that can be reconfigured for each show. To be adaptable, modular exhibits are made from lightweight materials like tension fabric and aluminum. Below are a few interesting things to know about modular displays and how they can save your brand time and money.

Easy to Transport

Modular trade show booths are designed to be put up, taken down and reconfigured. They are made from lightweight frames, shelves and panels that are easy to transport from one place to the next. This means lower shipping and storage costs, plus you don’t need professional staff to assemble the booth. Most custom modular displays can be set up by your own employees. 

Flexible Reconfiguration

It’s common to have different sized booth spaces at your trade show events. You may have a large 20×20 space at one event, and a small 10×10 at another. Rather than forcing your exhibit to fit the space, make the space work for you by switching up the visuals. For instance, if you want to create a new experience for your visitors, arrange a unique traffic flow. If you need to catch people’s attention from a longer range, use large trade show signage.

Full Customization

Gone are the days when modular exhibits were all the same. Today’s exhibits can be custom designed to fit your brand and the goals you are trying to reach. Modular trade show booths can be reconfigured in any way you like and also customized with your brand’s logo, colors, graphics, text and more. Make the space “yours” and get the same attention from visitors as a custom booth would.

Upgrade Options

One thing we love about custom modular exhibits is that they have room to grow. Let’s say that you custom build a modular trade show exhibit at the beginning of the year to use for all of your events. As the year goes on, you realize that certain things work well and others don’t. In this case, you have the option to add parts or eliminate parts. Your custom exhibit is always working for you!

Budget Friendly

Modular displays are more cost-effective compared to custom built ones. The reason for their reduced price is the lightweight materials that are used. But, there’s another way that companies save money – by not having to build exhibits for each event. Businesses are able to save money over time because they can re-use their modular displays and upgrade them at an affordable cost.

Want to learn more about modular displays and how they can work for your trade show attendance? Call IGE Group today and discover the possibilities!

Extra Large Brand Experience by IGE Group —

Dish Extra Large Brand Experience: 2014 Team Summit, Nashville

Extra Large Brand Experience

The extra large brand experience IGE designed for Dish was over 100,000 square feet and occupied multiple convention halls. Our team worked on a road show, corporate events, as well as the design, fabrication and production for Dish Network.

Customized features

Founded in 1981, Dish pioneered direct-broadcast satellite television and today provides pay-TV service to more than 12 million subscribers. The company has approximately 17,000 employees. Committed to delivering innovative technology, they also lead the industry in state-of-the-art equipment.

In 2014 the company hired IGE to design, build and implement their annual Dish Network Team Summit. IGE recreated Dish’s business units in a 104,000 square foot exhibit space in Nashville. Retailers, contractors and vendors came from all over the world to participate, interact and learn. IGE designed more than 10 custom trade show booths for this event, ranging in size from 10′ x 10′, to 100′ x 100′. Each of Dish’s custom trade show booths featured high-end and tailored elements with interactive experiences and eye-popping displays that were one of a kind. Every booth had a different structure and color scheme, helping to demonstrate the many features and services Dish offers.

IGE was again involved in the design and build of Team Summit in 2015, which was held in Phoenix, Arizona. Our partnership with Dish did not stop there; in 2017 we won Best in Show for Overall Design for their booth at CEDIA.


  • Size: 260′ x 400′ (104,000 square feet)
  • 1 4′ x 4′ seamless monitor
  • 13 exhibits
  • 200+ screens

Team Summit Extra Large Brand Experience

Dish Extra Large Brand Experience

Trade Show Tips and Tricks from IGE Group —

Don’t Just Compel – Convert With Your Corporate Trade Show Exhibits

corporate trade show booth

Follow These Tips To Optimize Booth Conversions

Knowing a few critical tips to incorporate within your trade show exhibits can make the difference between merely compelling guests and actually converting them. When working trade show exhibits, stay focused on conversion results by:

Securing A Meeting Space At The Venue

A crowded venue means access to a large group of consumers, however it can also be noisy. Many entrepreneurs find themselves straining to be heard over the background bustle. Whenever possible, secure a separate meeting space at, or close to, the exhibiting venue. Having a separate space provides an ideal setting for taking exhibit conversations to the next level. You and your meeting guests will be able to focus on their specific requirements, discuss prices, create contracts and privately close the deal.

Pitch Practice Makes Perfect

Guests at your trade show exhibits will only listen to your pitch for a few seconds before zoning out. Maximize impact during those precious few moments by honing your exhibit pitch. Work with your entire team to strategize a pitch that instantly describes what you do and why your visitors need it.

Know Who’s Who Before The Function

Knowing in advance who will attend the event can allow your team to implement a strategic approach that will best resonate with the crowd. Contact the venue in advance for a list of companies exhibiting, and/or representatives who will attend the function. Use that list to leverage your overall approach and maximize market research and results throughout the event.

Use Technology And Innovation To Stand Out

Some function attendees will arrive at trade show exhibits ready to make a purchase. Increase your chances of standing out from the competitive crowd by using technology and innovation throughout your displays. Stream videos on flat screens, use tablets for customer games and/or surveys, run product demonstrations on laptops; in short, do whatever it takes to use technology to prove you have a cutting-edge, innovation-savvy organization capable of handling their business needs.

Use Social Media To Get The Word Out

Social media offers a multitude of ways to warm up prospective leads to your brand before they attend trade show exhibits. Post updates to your blog and other social media pages to create brand buzz and get the crowd excited to see what you have to offer come game day.

Don’t Forget The Call-To-Action (CTA)

Don’t just tell visitors what you do, direct them on what you’d like them to do next. Include a call-to-action in all of your marketing materials and in your pitch. Directing them to sign up for a free trial or to visit a specific website page can keep you moving towards a close.

Trade Show Exhibit Information from IGE Group —

8 Tips to Maximize Impact at Trade Shows

beautiful trade show booth

What are the best ways you can maximize impact at trade shows? If you are getting lackluster results with your presence at live marketing events, it may be time to reevaluate your current strategy and overall execution. Booths can yield an impressive range of benefits and return on investment. However, putting together a plan on how to best leverage the showroom forum is the only way to maximize results and guarantee that your company gets noticed, no matter which businesses you find yourself sharing a floor space with.

Know How To Get Your Business Noticed In Any Size Venue

Are you ready to create a cohesive, updated plan of action? When putting together your strategy, consider these eight important trade show success tips that can help your business achieve maximum ROI and maximize impact:

Update Your Look:

Are your current portable displays looking drab and dreary? It’s time for a marketing makeover. Work with a professional design team to update your stands using bright, bold colors, as well as your current brand images and graphics for a final look that will resonate with the crowd.

Consider Location:

Oftentimes, business owners don’t garner the attention they are seeking simply because they are placed in a low traffic location. Carefully consider the showroom venue map to select the right location for your stands. It may cost a little extra for prime real estate, but the potential payoff could make it a worthy investment.

Be Approachable:

Having portable displays that look great simply isn’t enough; you must also have an exhibit that guests will feel welcome in as well. Smiling, engaging staff members are a must to guarantee that those passing by will want to take a moment to see what your organization has to offer and say.

Have A Booth Promotion:

Offering a “show only” special or promotion on your merchandise can prove a useful tool for driving traffic to your portable displays during the event.

Host A Contest:

What’s another way to get guests excited to check out your custom exhibit? Host a contest during the event. Make it clear that participants have to enter the contest during the show by leaving their contact information, so you will have the lead data on file for future use.

Feed And Hydrate Guests:

Many show attendees don’t anticipate the long day of walking and roaming that they have ahead of them. Offering food and beverages at your portable displays is an easy way to keep their energy levels up while you chat with them about what your business has to offer.

Flex Your Expertise Muscles:

Want to get attendees buzzing about your in-the-know organization? Offer something that demonstrates your industry expertise. Offer a white paper, give a keynote address, or create a list of trending industry topics to hand out to guests.

Include Social Media:

Many businesses use their social media pages for their day-to-day marketing, but overlook these promotional resources during a live function. Incorporate your social media pages throughout the event and let people know that if they check in on your social media pages, they will receive various incentives (discounts, coupons, etc.).

Trade Show Information from IGE Group —

Why the Last Day of a Trade Show Deserves Your Attention

empty trade show exhibit

The last day of a trade show – usually day three – can be brutal. You’ve been on your feet for two long days, schmoozing with hundreds of people. It’s normal to feel physically and mentally tired. And, on the last day, some attendees feel the same way. They can be less engaged, something you might see as they scurry past your booth without making eye contact.

Some people may question why a day three is even necessary. But, as we know, there has to be a beginning and an end to a trade show. Rather than dreading the last day, give it your best effort. This day is more important than you realize, and you get out of it what you put into it.

Below we share a few reasons why day three can be the best day of your show and ways to ensure it’s a hit – not a miss.

Some attendees show up on Day 3.

It’s not common, but some people do wait until the last day to attend a trade show. It’s possible that one of these individuals could lead to a sale and a lifelong customer. Think about the effort that you put into a potential lead on any given day back at the office. Don’t pass up these potential opportunities that are right in front of you.

Some attendees are open to spending more time with you.  

The last day of a trade show is a bit more relaxed. People who do walk around will often spend more time with vendors because they don’t feel as rushed. Some might even return after Day 1 or 2 to speak with you, allowing you to go into more detail about your products and services. From here, you can schedule a follow-up meeting. Remember, most sales from trade shows come after the event.

You remain a reflection of your business.

It doesn’t matter if you’ve been standing on your feet, hungry and tired, for the past 8 hours. For each person that walks by, it could be their first and only interaction with your business. If you look bored, disinterested and totally “over it,” it sends the message that this is how your company is all the time. Consumers are protective of who they give their business to, so you need to earn it.

How to Make the Most of the Last Day

Now that you realize how important the last day of a trade show is, let’s talk about some of the ways that you can get more results.

  • Keep your booth open. Closing it early closes off the chances of meeting someone new.
  • Stay well-staffed. Show attendees that they’re important. Bring along your A-team to accurately answer all questions and concerns.
  • Save giveaways. Don’t give away all of your promotional products on the first few days. Split them accordingly so that you have freebies to hand out on the last day.
  • Get on social media. Post a tweet or status update about the event and get some last minute engagement.
  • Visit competitors. Take a look at some other booths and network with others. You get built-in networking and exposure to a new audience all in one! 

Bottom line: It’s not over until it’s over! Use every day of your event to your full advantage for the best results and networking opportunities.

Custom Consumer Event Experience by IGE Group —

Procter & Gamble Consumer Event Experience: AAD 2014, Denver

Consumer Event Experience

For the second time, IGE partnered with MPG to develop an extra large consumer event experience for Procter & Gamble. This particular project focused on the beauty sector of the business, with over 15,000 Academy members and medical professionals attending. Therefore it was imperative that the P&G environment stand out with elegant confidence.

The Show and the Client

The American Academy of Dermatology (AAD) hosts an Annual and Summer meeting every year to provide members with learning and networking opportunities. In recent years, the conference also includes non-member physicians and students. The intensive 4-5 day experience helps improve and promote excellence in the skin care industry.

Multinational consumer goods corporation Procter & Gamble has been around since before the Civil War, initially selling candles and soap. In 2013 the company housed 165 brands in its product portfolio, including Crest, Gilette and Tide. They have since streamlined the business, narrowing their focus to 50-60. For over a century the company has invested in significant research and development, resulting in a world-class technical organization that creates superior consumer products. Procter & Gamble is consistently recognized as world leaders in innovation and lead in every product category in which they compete.

A Consumer Event Experience

Our mission was to design and build an exhibit that regulated a very specific traffic flow. First, visitors entered from the front of the booth and ushered into a meeting room for an interactive presentation. Following this, guests could continue toward the product display areas or the exit. From across the exhibition hall, the exhibit emitted a prestigious presence. 16′ back-lit pillars flanked the entrance, crowned by a rotational circular hanging sign with the company logo and corporate colors. The structure embraced numerous LED lighting that seemed to make it glow. In conclusion, it definitely stole the show and we are proud of the attention it attracted.

Trade Show Tips and Tricks from IGE Group —

8 Strategies for Successful Trade Show Planning

Successful Trade Show Planning

After working in the trade show industry for many years, we’ve learned some successful trade show planning strategies. Planning for a trade show is a big responsibility. If this is one of your first trade shows, it can feel especially overwhelming. Luckily, there are a few simple steps that will help you prepare for the big event. The more time you spend on the front end, the smoother the event will run.

 Here are eight easy but strategic trade show planning tips that will lead you to success.

  1. Register Early for Events

Don’t delay in registering for events. Check out the trade shows that you want to attend and make your decisions early. This way, you can take advantage of early-bird pricing and have more options for your booth space. Also, early registration gives you more time to plan your exhibit.

  1. Check Your Email Regularly

To keep you updated on the event, you’ll receive emails from the coordinators. You don’t want to miss this news, so check your inbox often. Some coordinators will even send tips and advice leading up to the event.

  1. Reach Out to Attendees

The events you choose to attend are those that are relevant to your business in some way. You may even be able to get a list of attendees in advance from the show you’re attending. Look over this list and identify key people you want to talk to. Let them know in advance that you’ll be at the conference. 

  1. Print Your Booth Number on Your Materials

Make it easy for people to find your exhibit by printing your booth number on all pre-marketing materials. Not only will attendees find you more easily but also you can increase qualified traffic this way.

  1. Let Others Know You’re Attending the Event

Use social media to your advantage. Let people know that you’re attending the event and where they can find you. Incentives work well too, so don’t be afraid to offer a free item or goodie to the first X-amount of people who visit your exhibit.

  1. Hire Enough Staff

Your booth should be properly staffed. The number of employees needed depends on the size of your exhibit and how big the event is. Also, consider that breaks will need to be taken to avoid fatigue. You don’t want too many employees on the floor, but you don’t want to be short either!

  1. Incorporate Giveaways

People love getting free stuff, so incorporate promotional products into your marketing mix. Branded merchandise drives traffic to your exhibit and sets you apart from the competition. It also strengthens brand recognition after the event is over.

  1. Design Your Exhibit

Your exhibit should be well-designed and align with your trade show goals, whether it’s generating new leads or creating more brand awareness. If you’re on a budget, there are many options to explore such as portable exhibits, pop-up exhibits and rentals.

Trade shows are an effective way to position your brand in front of a large, targeted audience. For an estimate on your trade show needs, contact IGE today.

Trade Show Tips and Tricks from IGE Group —

3 Ways to Update Your Exhibit on a Tight Budget

trade show booth exhibit

How can you update your exhibit on a tight budget? Not everyone can afford to purchase a new trade show booth when their old one wears out. Custom exhibits are major investments, and some companies have no choice but to get as much use as possible out of them. That said, consider how many miles in shipping, hours in storage and set up and take-downs the average exhibit goes through! Even if the original design is still relevant, it’s very possible that the structure could be showing signs of wear and tear.

Before we jump into three ways you can update your exhibit, let’s discuss the importance of maintenance. It goes a long way in preventing big, expensive repairs!

Maintenance Matters

After each event, inspect your trade show booth for damage. It’s possible that some corners or shelving may need to be refreshed or replaced. Other things to look for include burnt out light bulbs, loose electrical connections, soiled graphics or missing pieces. You may even want to consider insurance to cover your assets.

You should also check your shipping cases, as these are only reliable if they’re intact. Over time, it’s not uncommon for shipping cases to become worn, dented and damaged from years of being in storage and transit. For the best protection, repair or replace the shipping case at the first sign of damage.

Now that you know what to look for after each event, let’s move onto three affordable ways to liven up your trade show booth!

1. Change Your Current Graphics

You don’t have to build a new exhibit to take advantage of updated graphics. Many of our clients update their trade show display graphics to keep things looking trendy and fresh. This is far less expensive than having a new booth built, and it can accommodate a branding refresh.

One word of caution here. Updating your display graphics only works when you are happy with the rest of the structure. You know the dimensions and where the graphics will go, so everything else will stay the same.

2. Incorporate Portable Structures

Another way to give your trade show booth a face lift is by incorporating a portable display. Portable structures are more popular today than ever before because of their ease and cost effectiveness. For example, an iPad stand adds an interactive element without having to redesign the entire booth. Or, new display lighting can bring attention to a product you are showcasing.

3. Rent a Trade Show Display

If you’re on the fence between investing more into your current exhibit or building a new one, renting a display is a great alternative. It’s far less expensive to rent than buy, and you can test out the waters to make sure you like everything. Through renting, many clients learn what features are worth the money and which are not. Plus, you can save on storage fees.

Trade shows are an important part of your marketing strategy, but they are an investment. Fortunately, there are always ways to make them more affordable. IGE works with businesses of all sizes, and we’re confident that we can work within your budget. Between our portable displays, rental exhibits and graphic features, we can transform your current booth without having to start from scratch.

Trade Show Information from IGE Group —

Increase Trade Show Foot Traffic

busy trade show booth

In order to increase trade show foot traffic, it’s important to follow these guidelines. You might be surprised to learn that most convention attendees plan which vendors they’re going to visit before they ever set foot in the convention hall. They’re all about achieving their goals as quickly as possible and with maximum efficiency. If you’re not lucky enough to be on that list, chances are that they’ll just pass you by.

Spread The Word In Advance

If you want to be on those lists, tell people in advance that you’ll be at the expo. Reach out to all of your existing clients to tell them of your upcoming expo plans so they can plan to stop by your display during the show. Next, get in touch with the organizers of the expo and ask for a list of the attendees who have already registered. Most of the time you’ll be allowed access to this list if you’ve paid for a space at the convention. Try to determine which of the people on the list would be interested in your company and get in touch with them to advertise your presence at the expo. After all, convention attendees don’t visit trade show booths at random; you need to let them know that you’re there.

Attract Attention

You know that trade show booths should be bright and eye-catching, but don’t forget about your staff. They should attract attention too. Have everyone dress in bright colors or patterns so that they don’t blend into the woodwork. Some companies will have everyone dress in costumes if it’s appropriate for their brand and if everyone is on board with the idea. Just be careful not to carry it too far; an embarrassed and uncomfortable employee is the last thing you want at an expo.

There are also the old standbys, activities and giveaways. The trick here is to avoid overused tactics like raffles and key chains. Giveaway items should be things that attendees will use regularly rather than lose or throw away. By the same token, activities at trade show booths should be creative, exciting, fun, and on brand. That might sound like a tall order, but with a little ingenuity you’ll be able to come up with something great.

Don’t Just Trust Your Luck At Trade Show Booths

The main thing to remember is that you can’t be passive when it comes to drawing people in to your stand. Trade show booths don’t work themselves! Get your employees out on the floor to engage with people, use a well-placed giveaway or activity to attract attention, and consider hiring a few temporary employees to help attract passers-by. With some work and creativity, your booths will see more and more trade show traffic, leading to more and more leads.

Trade Show Tips and Tricks from IGE Group —

Trade Show Exhibit Logistics: 4 Tips to Keep in Mind

packing for trade show

As an exhibitor, it can be difficult to figure out trade show exhibit logistics. Very quickly, you can find yourself worrying more about how your materials are arriving to the event than the event itself.

When you use a turnkey exhibit company like IGE, you don’t have to worry about this part of the process. IGE provides customized logistics and storage solutions that ensure your trade show booth is delivered on time. We offer these services to our customers because we want you to focus on your trade show objectives – not worry about when your shipment will arrive!

Nevertheless, we thought it would be helpful to share some of our best trade show shipping tips. We hope that you find them helpful, too! 

1. Ship Early

Being prepared makes all the difference in having a successful trade show appearance. Always ship out your booth and materials early so that if there are delays, you don’t have to worry. There are two ways to ship your materials: direct-to-show or advance warehousing.

Advance warehousing allows you to ship your booth materials to your conference location in advance. Your items are held at the warehouse and moved to the exhibition center during your move-in time. Advance warehousing avoids last-minute shipping charges. Or, you can ship directly to the trade show, but this takes more time and could cause delays.

2. Know Your Booth Information

You are assigned a booth number and a move-in time when you sign up for a trade show. Communicate this information to your transportation provider, which is often designated in advance by the trade show. If you use advance warehousing, your pallets can be delivered to the exhibit location and then moved to your booth.

3. Schedule Outbound Shipping

Getting your materials to the trade show is important, but you also need a way to move them back to their storage location. IGE offers property management services for short and long term needs. Our headquarters are located in Denver, and we have additional fulfillment and storage facilities at our associate locations. Outbound shipping is usually scheduled during your move-out time.

4. Plan Ahead

Even though you may have shipping and delivery arranged, be sure to plan ahead for your display. Consider lighting, electrical outlets, seating, tables, trash cans, draperies and more. You can arrange for these materials in advance from the show decorator or exhibition service. This way, you’ll have everything you need to set up your booth. We also recommend having a list of essential materials that you check off before leaving. 

When you use IGE for your trade show display needs, you can also count on us for logistics and storage. By knowing that your materials will be delivered safely and on time, you can focus on your trade show objectives.

Custom Retail Consumer Exhibit by IGE Group —

Crest + Oral-B Retail Consumer Exhibit: ADA 2013, New Orleans

Retail Consumer Exhibit

Brands like Crest and Oral-B require a more specialized presence at trade shows. Specifically, a retail consumer exhibit that invites guests to explore the products in a comfortable environment.  IGE has created booths for these brands in the past, so were well aware of the desired characteristics and objectives. IGE worked on everything from the strategic planning, to the exhibit production and video creation, to final installation of the tablets and kiosks.

The Show and The Client

CrestOral-B is a leading brand of oral hygiene products that includes toothpaste, mouthwash and dental floss. Both are owned by American company Procter & Gamble. The ADA is the world’s largest and oldest national dental association and promotes good oral health to the public while representing the dental profession.

Custom Environments

IGE is a big advocate of brands ‘owning their colors.’ And Crest + Oral-B embraced this with enthusiasm. From across the convention center, Crest blue (pantone 2935C) served as a beacon to attendees.  This beautiful hue permeated the entire retail consumer exhibit, in messaging, graphics and LED lighting. The focal point of the retail custom exhibit was a 2-foot diameter spinning globe that showcased all the Crest Oral-B products. Another ‘WOW’ feature was a 20-foot turntable with moving walls that revealed 3 different Crest environments. Using light boxes, lit acrylic product displays and all-acrylic graphics, this exhibit really stood out on the show floor.


  • Size: 50′ x 50′ (2,500 square feet)
  • Pantone 2935C
  • 38 products on display
  • 15k visitors

crest customer retail consumer exhibit

Trade Show Exhibit Information from IGE Group —

Choosing an Exhibit Design Firm You Actually Want to Work With

Exhibit Design Desk

Are you considering working with an exhibit design firm for an upcoming trade show? The right company will meet your trade show objectives and expectations while being conscious of your budget. A quality team will also make sure that your brand looks professional and enticing – not predictable or amateur.

Finding an exhibit design firm to work with can be done in a few simple steps. We’ll explain the things to consider so you can get the ROI you’re counting on.

Define Your Goals and Objectives

Be clear about the trade show goals and objectives you plan to meet. If you’re launching a new product and want a custom trade show display, a company that only offers portable and modular displays will fall short. Also make sure that the company you choose will be able to meet your timeline and budget. Discuss these details from the start so that everyone knows what is expected from them. 

View Past Exhibits

Exhibit design firms are proud of the work they deliver. Many websites will feature pictures of past work, along with details about the exhibits and awards that were won. As you browse through the portfolios, look at the visual aesthetics of the booths. What is the quality of the materials? How crisp and clear is the lighting? Are the colors bold and vibrant? Each booth should be unique, visually appealing and a true fit for the brand.

Ask About Technology

Technology encourages interaction from visitors and creates memorable experiences. Whether it’s augmented reality, virtual reality, LED lighting or tablets and kiosks, your booth will perform best with technology. When choosing an exhibit design company, ask about the technology they are comfortable working with. You’ll want to have access to these features as you build custom exhibits.

Discuss Budget-Friendly Options

Custom trade show booths are an investment that not all businesses are in a position to make. If you are one of them, ask the exhibit design company if they have budget-friendly options such as portable displays, modular displays and rentals. It’s helpful to have a wide range of affordable trade show booths to choose from. Plus, a rental lets you get your feet wet with the company before committing.

Inquire About Logistics

Exhibit companies can do more than build your exhibit. They can also store, transport, set up, take down and ship back your exhibit. For example, IGE has giant warehouses with fulfillment and storage facilities that will keep your exhibit safe and protected. On the date of the trade show, we’ll ship out the exhibit safely and cost effectively. Having all services under one roof saves a lot of headache! 

Of course, it’s important to pay attention to the small things such as how well the company communicates and how knowledgeable and friendly the customer service team is. Your exhibit design firm is your partner – an extension of your company. Choose wisely. For an estimate on a custom trade show display, contact IGE today.

Trade Show Tips and Tricks from IGE Group —

The Top 5 Benefits of a Trade Show Display Rental

trade show display rental

Due to the benefits of trade show display rentals, more businesses are choosing to rent to make a statement while saving money. Renting an exhibit allows you to stand out at your trade show events without having to run through your budget. This is especially helpful for small and midsize businesses that have limited funds to work with. And, if you find out that you really enjoy a certain feature in your custom display, you won’t mind investing in it down the road. 

If you’re ready to get your brand noticed, but not sure how you can afford to build a custom exhibit, renting is a great option. Here are the top five benefits of a trade show rental.

1. Rentals are flexible.

If your business is new and you haven’t yet decided how you want your booth to look, renting one allows you to test the waters. You can experiment with different layouts, sizes and features to see what you and your audience like best. Renting a trade show display also allows you to practice setting it up and taking it down, preparing your booth staff for what to expect.

2. Rentals save space.

Purchasing a booth means that you own it. When the trade show is over, you must tear down the booth and store it someplace safe. Some businesses choose to save on storage costs and keep their display at their workplace. This may be cheaper, but it takes up precious space.

Another option is to pay for storage. It’s more expensive but more convenient, as you save on space and can have the exhibit shipped back and forth to and from the storage facility. For some businesses, a better option is to purchase a rental, which goes back to where it came from.

3. Rentals save money.

Rentals are known for saving businesses hundreds or thousands of dollars. First, as previously mentioned, you don’t have to pay for storage. Second, if you don’t know what you want, renting a custom display allows you to test out different things without wasting money. Lastly, if you don’t attend trade shows often, it may take years before you see a return on investment. Renting a display saves money on all of these factors. 

4. Rentals are versatile.

One of the amazing things about renting a custom display is that you can switch things up as frequently as you want. Unlike an owned booth that stays the same, a custom exhibit rental can have new things added, removed, changed, etc. based on your needs. You can also market your brand in new and innovative ways thanks to the customization options. 

5. Rentals allow for accessories.

When you choose a trade show rental, you can also choose which accessories you want to rent as well. This way, you get everything you need in one order to make your show a success. As you see which accessories bring you ROI, you can decide if you want to invest in them at a later date. Common accessories include digital screens, chargers, extension cords, signage, lighting and more.

Trade show rentals are a great way to bring your brand to life on the show floor without throwing away money. To learn more about renting a trade show exhibit with IGE, contact us today at 800-557-1227.

Trade Show Tips and Tricks from IGE Group —

Why Trade Shows are an Important Part of Your Marketing Mix

busy trade show booth

Trade shows are an incredibly important part of your marketing strategy. They bring back good old fashioned face-to-face interaction to build real connections with real people. After all, one of the best ways to develop meaningful relationships is by meeting people in person. Don’t doubt the investment in a robust trade show marketing strategy. Here are the main reasons why trade shows are an important part of your marketing mix.

Increase Leads

A main motivation for attending a trade show is to increase leads. Even with all of the online opportunities to connect with leads, it can be difficult to find an engaged audience. Many companies find themselves sending emails and placing phone calls but getting ignored or denied. Appearing at a trade show is a fresh opportunity that puts interested people in front of your brand. You are guaranteed to access your target audience (as long as you attend right trade show!).

Provide Education

When prospective customers approach your trade show exhibit, you have the opportunity to control your message and the information you share. Online, paid ads are typically glanced over, giving you mere milliseconds to share your message. At a trade show, you have an engaged audience to work with. You can introduce potential customers to your product or service and explain what makes you different from your competitors.

Improve Sales

Trade shows allow you to market and sell your products in the same place. When selling online, there is a funnel that customers must travel through. Unfortunately, there are many places for them to drop off. At a trade show, most stages of the funnel can be completed in the same spot. For example, you can interest a lead in your product, get them to convert and turn them into a customer. 

Develop Relationships

With so much competition on the internet, it can be hard to have the chance to build relationships with potential customers. Trade shows cut through the noise and help you network with influential people. It’s also easier to build rapports because attendees can put a name with a face. This is far more powerful than seeing a name on an email or hearing a voice at the other end of the phone.

Increase ROI

Choosing which marketing channels to pursue is always a big decision because everything costs money. Trade shows offer a huge return on investment because you are guaranteed to reach your target audience and have control over your messaging. Even after you leave the event, you can continue seeing positive ROI, as you’ll have a list of interested leads to follow up with.

Trade shows should be included in your marketing mix. Even with all that online advertising has to offer, there is no substitute for meeting people in person. To rent or build a custom exhibit for your next trade show event, contact IGE at 800-557-1227.

Trade Show Marketing Information from IGE Group —

3 Easy Ways To Improve Trade Show Marketing With Social Media

Trade Show Marketing

How Do Trade Show Marketing And Social Media Marketing Fit Together?

Trade show  marketing and social media feed into each other in a way that causes your brand and product exposure to snowball. Yes, you’ll put in some work to make the snowball and get it to the top of the hill, but once you’ve done that, it will begin to expand on its own as it gains momentum. Here are some of the simplest ways to incorporate social media marketing into your trade show plans. These social media for trade show marketing tactics may be simple, but the results can be quite impressive.

  • Hitch A Ride On A Hashtag – Hashtags are the single most important thing you can learn about social media. It’s far too complex a topic to explore here in depth, but one way you can use them immediately, to great effect, is to include the most popular hashtags that are genuinely applicable to every post. For example, if you’re posting about your booth at South-by-Southwest, include your own tags and #SXSW. Most large events have several tags, so do some homework to identify which are the most popular that apply to your post. Doing this  will help your post gain much broader exposure as people search for the more popular tag you’ve included. Free publicity!
  • Investigate Instagram – Instagram is arguably the most valuable social medium for businesses. There are several points to support that argument. Instagram allows longer posts than Twitter, so you can post in Standard English instead of cryptic jibberish. Instagram is, (obviously) visually driven, so you can use photos and graphics with click-through links on your posts. Unlike Facebook, Instagram doesn’t throttle your posts to the point that no one sees them. When an Instagram user creates a post, his connections see it. The best tool is the Instagram auto-post interface. It’s reliable and most Instagrammers use it to cross-post theirs to all of their connected accounts. That means when someone posts about your business on Instagram, it’s likely it will also end up on Twitter and Facebook at least, and possibly other media, as well.

Plan For A Post-Worthy Trade Show Display

You don’t need a giant budget, a super model, or a giant Ferris Wheel to create a post-worthy display. One cost-effective way to create a post-worthy display is to use banner stands. Place one near your booth with a great photo, graphic or quote with a hashtag on it; pick the right one and people will line up to take a picture with it. Create a series of banners and place them around the venue for a photo scavenger hunt, which is a popular pastime on Instagram. It may sound like a silly idea, but you might be surprised by how willing people are to engage in these kinds of fun, silly-sounding things.

Large Custom Trade Show Experience by IGE Group —

Dish Large Trade Show Experience: CEDIA 2013, Denver

Large Trade Show Experience

IGE aimed to create a large trade show experience for Dish that invited guests to imagine how the technology could be integrated in their own homes. Our team worked on the strategic planning, creative strategy, the 3-D logos and the digital displays.

The Show and the Client

CEDIA (Custom Electronic Design and Installation Association) represents 3,700 member companies worldwide and serves more than 30,000 industry professionals that manufacture, design, and integrate goods and services for the connected home. The 2013 event included 15,000 pros who congregated to learn the latest in custom home theater and home automation.

Founded in 1981, Dish pioneered direct-broadcast satellite television and today provides pay-TV service to more than 12 million subscribers. Committed to delivering innovative technology, they also lead the industry in state-of-the-art equipment.

The Dish Experience

IGE really wanted to bring the hi-tech home to the showroom floor through the use of different materials, lights and actual home decor. Attendees who walked through the large trade show booth experience got a sense of how the Dish brand and products work and feel in an actual home environment. Rooms included a man cave, a living room, an office, a porch, and a kitchen. Each room showcased Dish services, as well as encouraged consumer interaction. It was easy for customers to imagine using a Dish product in their own living quarters. In addition, the size of the exhibit encouraged visitors to hang out and browse longer.


  • Size: 50′ x 50′ (2,500 square feet)
  • 5 rooms
  • 32,000 visitors

Dish Large Trade Show Experience Custom Large Trade Show Experience

Trade Show Tips and Tricks from IGE Group —

Boost Trade Show Sales With Convenient Merchandising Stands

merchandising stands

Being able to boost trade show sales is always a priority. Be creative. Lean into what helps your business stand out from the rest, whether it be boasting your brand colors or sharing your product or service in a smart, engaging way on merchandise display stands.

Shelf Units

Shelf units yield a lot of display space from a small amount of floor space by going vertical. They also offer extra space for large graphics that help spread your visual branding and message. Plan carefully when you want to incorporate shelf units into your booth, especially when it comes to traffic flow. If the placement of your shelf display creates a bottleneck for people who want to get in and out, they’ll spend less time looking at the merchandise. If people walking on the aisle see a traffic jam in your booth, they’re more likely to keep walking. And if the people who are already in your booth are blocking the products from view, passers-by have no reason to come back later. Placing shelves perpendicular to the aisle ensures that at least some of your products are visible from the aisle, even when the booth gets crowded.

Display Tables

Putting your product on a display table immediately sets it apart and gives visitors a reason to wonder what it is and why it’s special. It is also a strong invitation for visitors to receive a hands-on demonstration. Your team gets an extended opportunity to interact with visitors while they try out the product. These can both increase trade show sales.

Shelf Stands

Dealing with limited booth space can be a challenge. If you cannot fit either a full-sized shelf unit or a table into your display, look for a banner stand system that offers shelf stand accessories. These compact, individual shelves are ideal spots to display small merchandise. Place it next to a huge banner that can be used to attract traffic and generate interest in the product. Remind your booth team is aware that they may need to offer some friendly encouragement to visitors to pick up and handle those items. There is a fine line between the message that ‘this is something special’ and the message that ‘this thing is too special to just pick up and check out.’ Some visitors will err on the side of caution, so make sure they know they’re welcome to handle and try those items.

Trade Show Tips and Tricks from IGE Group —

How to Design a Trade Show Booth for Lead Generation

busy dish booth

When designing a custom trade show exhibit, it’s important to clarify your goals. This way, you can build an exhibit that helps you reach your marketing objectives. For example, if you want to increase brand awareness, a flashy exhibit that demands attention will help get you noticed. Acquiring quality leads is a main motivation for attending a trade show, but how well does your exhibit match these goals? Let’s discuss the ways that you can design a trade show booth for lead generation purposes and knock things out of the park.

Identify Where Your Exhibit Fits in the Sales Funnel

A trade show booth designed for lead generation should fit somewhere in your sales funnel. This will help you optimize your ability to capture more leads.

There are four parts to a sales funnel:

  • Awareness. In this part of the sales funnel, customers are looking for general information on a product or service. To appeal to this audience, encourage visitors to visit your website or sign up for your newsletter. Promotional products work well in this stage. 
  • Interest. In this stage of the funnel, customers are aware of your product or service and want to learn more. Now is your time to show what separates you from your competitors. Make sure your booth is unique and stands apart from the crowd. Product demonstrations are also effective.
  • Decision. In the decision stage of the sales funnel, customers are ready to make a decision. What can you do to close the deal? Your trade show booth staff should be ready with special offers and discounts that can sway purchase decisions. 
  • Action. In the last stage, the customer takes action. They may sign up for a trial or purchase your product. To make this possible, your trade show booth should be capable of accepting orders and passing customers onto the right departments. 

Determine How Visitors Will Interact with Your Display

Consider some of the ways that customers can interact with your brand. Again, keep your sales funnel in mind, as prospects will be at different stages and interested in various interactions. 

To be unique, think about how you can take prospects on a journey through your exhibit. Having multiple touch points makes your brand relatable and memorable. Also, give prospects multiple ways to interact with your products and services. Virtual reality or augmented reality can help with this. Finally, make your trade show display stand out with large signage that features your brand’s logo and colors. 

As you plan for your next trade show event, consider your goals and how you plan to reach them. IGE can help you create a booth that interests attendees and turns them into valuable leads for your business.

Trade Show Exhibit Information from IGE Group —

Are Using Touch Screens in a Exhibit a Good Idea?

steel series digital screens trade show exhibit

One of the most effective ways to get people to stop by your exhibit and stay a while is with touch screens. People love touch screens. Look at any line or waiting area and you’re bound to see people on their mobile devices. There is something soothing about swiping up and down, left and right. In fact, this article from Higher Perspectives says that the way you swipe can reveal the type of personality you have!

Knowing that people enjoy using touch screens, especially when keeping themselves entertained, is all the reason you need to include them in your custom trade show exhibit. Let’s dive into the reasons why touch screens are a brilliant addition to your booth and ideas to get started.

Benefits of Using Touch Screens in Your Custom Exhibit

  • Keep visitors engaged. If someone has to wait too long to speak with you, they may end up leaving. Touch screens keep visitors engaged so that you have more time to chat with everyone without feeling pressured.
  • Increase lead generation. Let visitors sign up for your newsletter while they wait. It’s common for people to turn down these offers because they don’t want to fill out their information. But, if they’re waiting, why not?
  • Be memorable. Attendees get tired of walking around and hearing similar sales pitches. Set your booth apart by offering games and other interactive activities where visitors can play and have a great time. Your booth will stand out – and so will your brand.
  • Show a different perspective. Not all products or services are easy to demonstrate in person. Let visitors experience your product by using touch screens. This will bring your product to life and make it more fun and memorable.

How to Use Touch Screens in Your Displays

Touch screen technology is more than a way to kill time. These small screens have endless possibilities. Here are a few to spark your creativity.

  • Product demonstrations. Show a small group how your product or service works using a touch screen. This is an effective way to capture their interest compared to talking and showing pictures. Let guests participate in the demonstration.
  • Gamification. One of the latest trends is gamification. People love playing games and are naturally attracted to them. Create positive customer-brand connections by offering a fun game such as Jeopardy or Wheel of Fortune. Prizes make it more fun!
  • Self-service information. Some people prefer learning about businesses on their own. Use touch screens to provide information on your product or service, such as by featuring photo galleries, upcoming schedules and interactive documents.
  • Slideshow presentations. Slideshows are an efficient way to deliver key information, but they can also be boring and tedious. Shake things up by adding touch screen video walls to your presentation. Zoom in and out, display charts and graphs and deliver slides in a captivating way.

Back to the original question: are touch screens a good idea for your exhibit? We surely think so! We hope we have given you some great ideas to work this technology into your custom trade show exhibit.

Event Exhibit Experience by IGE Group —

Azz Custom Trade Show Exhibit: PowerGen 2012, Orlando

Azz Custom Trade Show Exhibit

The Show and The Client

AZZ approached IGE to design and build a sophisticated custom trade show exhibit for their presence at the 2012 PowerGen Conference. Over the past 60 years, AZZ has developed critical enhancements for companies, industries and the world’s infrastructure. With over 50 locations strategically located across four continents, the brand maintains a strong global presence. AZZ delivers essential products and services reliably and efficiently via state-of-the-art facilities and a worldwide network of representatives.  Though their impact remains essentially invisible to the general public, the company has no doubt contributed to the modern human experience.

POWER-GEN International is the world’s largest conference and exhibition for the power generation and public utilities sector. The 2012 event featured a record-breaking attendance of nearly 22,000 attendees and 1,400 exhibitors. Power professionals from over 90 countries gathered to learn the latest on technical, political and economic developments impacting the market. Everything from emissions control to gas turbine design were discussed by high-ranking regulators, developers, power producers and industry representatives. Furthermore, of all exhibitors polled, 94% rated their overall success and satisfaction with the show as having met or exceeded their expectations.

Exhibit Experience

It was important that the booth convey the company commitment to developing products and services that address the challenge of aging infrastructure. AZZ strives to create a world where power generation, transmission and distribution are inherently safe, sustainable and efficient. The idea was to present its multiple product offerings in a visually appealing, clean, but comprehensive way. We also wanted to portray AZZ as a preferred resource provider with exceptional services supporting key industries around the world.


  • Size: 40′ x 50′ (2,000 square feet)
  • 6 Full-size Machines
  • 15 Light Boxes
  • 2 Massive Fabric Hanging Signs

unique show exhibit azz powergen custom exhibit

Trade Show Marketing Information from IGE Group —

Trade Show Booth Merchandising Strategies: A Beginner’s Guide

Booth Merchandising Strategies

By employing some powerful trade show booth merchandising strategies and retail psychology, your company can improve its merchandise sales performance dramatically. Start by determining whether a showroom or storefront-style display is most effective to merchandise your specific products. If your products are portable and customers will buy and carry them away, use storefront-style merchandising. Showroom-type merchandising is for products that customers order on the spot and receive later. It’s a common mistake among trade show exhibitors to use showroom-style merchandising for portable products, leading to lost sales.

A Balancing Act

Showroom-style merchandising uses displays to showcase one example of each product. This style of merchandising is appealing because it makes it easier for you to keep the shelves neat. It also prevents items from being broken or stolen. Unfortunately, it is also a deterrent to buying if your product is something customers expect to buy and take with them. Customers are more likely to purchase what they can touch and examine. They are less likely to buy things that a salesman has to retrieve for them. When selling portable products, put multiples of each on display and let customers handle them. Add staff to your booth if you need help keeping an eye on things.

Set Your Display In Motion

Repeated studies on retail sales and merchandising demonstrate that including a kinetic element in a display increases sales. Motion attracts attention. So if your product moves, be sure your display includes a prominent spot, like on a display table, where visitors can see the product in motion. If safe and feasible, allow guests to touch it and check it out for themselves. For product that moves but isn’t something you want people picking up, create a physical barrier that still allows them to watch. Accentuate products that don’t move with a purely decorative kinetic element; consider placing it higher, so it is visible from farther away.

Prevent Traffic Jams

Having too many people in your booth is both a great thing, but a problem that can cost you sales if your trade show booth design isn’t adequate. When your floor plan creates a bottleneck, people get stuck blocking the merchandise booth display. Prevent this issue by laying out your exhibit in a way that creates a route for people to enter and exit without having to backtrack. Placing large shelving units perpendicular to the aisle also helps ensure that some of your merchandise will be visible, even when the booth is crowded.

Prepare For Checkout

Equip every member of your booth staff with a portable payment-processing device. This means they can be ready to check out customers as soon as they’re done shopping. Helping your guests move along faster makes room for more people to come in and look around. This also prevents customers from getting impatient with the wait and leaving before making their purchase.

Trade Show Marketing Information from IGE Group —

Increase Your Brand Awareness At Trade Shows

yellow trade show booth

Many companies fail to take advantage of the opportunity to increase brand awareness at trade shows. Exhibiting is more than building an effective sales path; it’s not an either/or proposition. There are many things you can do that will not only boost today’s bottom line with improved sales, but also build brand recognition. This creates the path that will turn your sales into a super-highway in the future. Start seizing these opportunities now and watch both your sales and your brand awareness increase toward a more profitable future.

Update Your Advance Marketing

If you’re involved with exhibiting at trade shows, advance marketing is probably nothing new to you. But you may not be aware that the most effective kinds of advance marketing have evolved. And techniques will continue changing as your customers and prospects discover new ways connect. Right now, social media is a big deal in marketing, but it’s not effective for everything you want to accomplish. Use social media to build general interest and for announcements. Don’t overlook direct invitations for customers and prospects. Craft an email invitation that gives those valuable contacts a reason to add your booth to their list of must-see vendors. And yes – serious buyers go to trade shows with a list. Make sure you’re on it!

Top-Down Booth Branding

Design your exhibit space so that it blends brand marketing and sales support seamlessly. Start at the top with your logo and name, then your brand message, followed by messages about your products and your unique selling proposition (USP) closer to eye level. Remember that when it comes to marketing and sales, people respond stronger to visual images than to words. Keep the text to a minimum and be sure the fonts and colors you use are in line with your branding package; consistency is key. Use as few words as you can to express an idea, and include lots of white space around any text.

Hitch A Ride On Social Media

One of the things social media does best in terms of marketing, is encouraging people to share your brand, message and products with others who may not have encountered them otherwise. How do you get visitors to send your message out into the world beyond the convention hall? Social media is a fickle master, but one of the best techniques is to create a visual that people will want to take selfies with. Design all of your visuals to include your name, logo, QR code or URL, and a hashtag, so that all that information goes along with the pictures people share. When visitors also tag the trade show in their posts, you attract more people who are actually at the show, along with others who aren’t there but are searching that hashtag because they’re interested in seeing who and what is at that show. Be sure your website’s landing page and interior content are prepared to hook those visitors who discover you on social media and watch your brand awareness grow!

Trade Show Tips and Tricks from IGE Group —

Benefits of Attending International Trade Shows

trade show exhibit in saudi arabia

The world is more connected than ever before. Even small businesses have customers in other countries. Ecommerce sites like Amazon and Ebay have made it even easier to sell overseas, as they help reduce shipping costs and streamline the order fulfillment process. If you have an international presence, or you want to strengthen your visibility in another country, attending an international trade show can support this goal.

Let’s learn about the benefits of promoting your business at an international conference and how to maximize your results.

Reasons to Attend an International Trade Show

Trade shows can be costly to attend, and international ones take things to a whole new level. Your company will be responsible for travel, transportation and food costs, as well as the expenses of designing a custom exhibit for your international audience. Are the benefits worth it? Maybe.

Here are some of the perks you can look forward to:

  • Visit a new place. Sometimes, the best way to understand your international audience is by visiting their hometown. Learn about the people and the culture. What holidays do they celebrate? What customs do you find interesting? Where does your product or service fit into their lifestyle? 
  • Network with a new audience. Being able to talk over the phone or computer is helpful, but nothing replaces the value in face-to-face networking. Connect with attendees and learn about their pain points and perspectives.
  • Increase brand visibility. Bring your brand front and center by attending an international conference. People who might have never heard of your company will be introduced. The next time they see your name, they’ll be more open to hearing from you.
  • Learn industry trends. You have a lot to learn by attending global events. Listen to different points of view, see what your competitors are up to, explore new equipment and techniques and more. You can even check out some of the newest research that has yet to be published.

How to Maximize Your Results at a Global Event

If you think that an international trade show is a good opportunity for your business, here are a few ways to maximize your results.

  • Do your research. Since this will be your first time in this new country, be sure to prepare accordingly. Learn the customs, the eating mannerisms, key phrases that the locals use and appropriate clothing.
  • Build your exhibit. Your international audience may be different, so you might want something fresh. To save money, a rental is also a good option. 
  • Practice your pitch. Stand in front of the mirror and practice your pitch (which should be friendly and not too promotional). Also, take note of your nonverbal communication, as this varies in other countries. For example, many Asian and Iranian cultures do not view eye contact as a sign of respect. 

IGE is one of the world’s best exhibit design firms, and we’re proud to support our clients domestically and internationally. To explore your exhibit options for an international conference, call us today! 

Trade Show Exhibit Information from IGE Group —

4 Advantages of Using a Rental Display Booth at a Trade Show

custom rental exhibit

Shift The Spotlight

Your marketing plan may require changing your trade show display often to spotlight your latest products or packages. Perhaps you need to change things up to target a specific market, or you shift modes seasonally. When your business requires repeated changes, rental display booths can offer a simple and economical solution. Add custom graphics and you’ve got a display booth that reflects the ideal image for every marketing opportunity on your calendar!

Adaptable Use

Most companies who exhibit at trade shows use more than one booth size or configuration during the year. A rental display is ideal for shifting from standard booth spaces to islands or peninsulas, on demand. Choose pieces that highlight your brand image while offering your team the utility needed to conquer the goals set for each show.


Interactive and multimedia displays can be very effective trade show marketing tools because they draw attention using motion, color and sound. They also give attendees a reason to come closer, so your team can start a conversation. A wall-sized projection screen or a set of work stations for visitors to experience your latest game will attract visitors. These or tablet-based activities offer tech displays without committing to a huge investment.  However your marketing plan makes use of technology at trade shows, rental pieces can support those plans at a reasonable cost.

Maximum Flexibility, Minimal Costs

In addition to the flexibility offered by rental display booths, consider your potential savings in storage, freight, dismantle and I&D. Quality custom graphics and some design creativity can achieve a unique look while effectively managing costs.

Modular Trade Show Exhibit by IGE Group —

Taser (Axon) Modular Trade Show Exhibit: IACP 2012, San Diego

Modular Trade Show Exhibit

In 2012, Axon contracted IGE Group to develop a 1,500 square foot modular trade show exhibit for their presence at the IACP and to present their innovative TASER 7. It was the first time partnering with the defense company, whose project required conception to completion.

The Show and the Client

IACP (International Association of Chiefs of Police) offers the opportunity to learn, network and problem solve at a one-of-a-kind event dedicated specifically to law enforcement professionals.  The conference includes 15,000 law enforcement professionals from around the world. Attendees are also introduced to the latest technological advancements presented by 750 exhibitors showcasing the latest innovations.

Founded in 1993, Axon first transformed law enforcement with their electrical weapons. Now called Axon, the brand mission is to protect life and make communities safer with innovative technologies. Today, more than 17,000 law enforcement agencies in 100+ countries around the world are part of the Axon network.

Bringing the brand to life

The goal was to provide Taser a solid, sophisticated branded environment where team members could demonstrate their latest innovations. Dressed in the company colors of navy and white, the booth incorporated a small shooting range completely enclosed with tempered glass. This allowed visitors to test the smart weapons against a target in a safe space while others watched from outside the structure. We also included an inviting lounge for greeting clients and meeting rooms for more private conversations. The result was a clean and open exhibit with a strong Taser brand presence. IGE developed the creative strategy, exhibit design, graphics, production and fabrication of the booth. We also managed all logistics, including shipping and storage.


  • Size: 30′ x 50′ (1,500 square feet)
  • Shooting Range
  • Pantone 433

taser modular exhibit

Trade Show Tips and Tricks from IGE Group —

5 Ways to Increase Trade Show Attendance to Your Booth

packing for trade show

Planning for a trade show event takes a long time – usually months or years. This is your time to shine, and you don’t want to skip a beat. The best way to increase trade show attendance to your booth is to give visitors some type of incentive. Trade shows get busy, so even well-intentioned people might forget to stop by and see your booth. Don’t let this happen – give people an incentive they can’t refuse! 

Here are five ways to encourage more people to visit your custom display.

1. Share part of the item with VIPs.

VIPs are people that you want to meet at the trade show, such as a potential customer or supplier. Send them part of an item before the event and allow them to collect the rest of it when they come to your booth. It could be half of an item (i.e., lid to a tumbler) or a special code/key to open an item at your exhibit.

2. Take visitors on a journey.

Custom exhibits can be made to accommodate any story. Rather than having a standard booth with employees handing out brochures, take visitors on a journey. You can set up multiple booths or product demonstrations that visitors have to walk through. Give them a map or passport to identify where they are in the journey. At the end, offer a promotional prize.

3. Let visitors personalize an item.

Give visitors the opportunity to take a personalized item home with them. This is more meaningful than a generic pen or water bottle, and it will connect customers to your brand on a deeper level. Ideas include caricature drawings, selfie pictures or 3D laser etched items.

4. Get creative with your promotional products.

Branded merchandise is a great way to drive traffic to your booth. People love getting free items to take home with them, and the impact they can have on your audience is significant. Take things to another level by getting more creative with your products. For example, if your company has a “secret sauce” solution, hand out bottles of hot sauce.

5. Tease a slideshow presentation.

If you like the idea of sending your VIPs something special, consider sharing a snippet of your slideshow presentation. You can email important people the slides, which should include high-end visuals and descriptions of your promotional prizes. This is a fast and economical way to drive more interest in your booth.

Do you want to bring more traffic to your trade show booth? By following our strategies above, you can take your trade show strategy to the next level. 

Trade Show Exhibit Information from IGE Group —

Tips To Help Your Booth Stand Out at a Trade Show

Stand Out at a Trade Show

Know How To Go Big On Your Trade Show Displays

Following a few proven tips can instantly help your booth stand out at a trade show. Read on to learn more!

Partner With The Right Design Team

Never opt for ‘do-it-yourself’ tactics when it comes to your trade show presence. Carefully look for a well-established design team that can help you optimize the footprint of a smaller exhibit. Working with the right crew from the start can set you up to conquer the showroom floor, regardless the competition.

Offer A Live Product Demo

Okay, you may not have as much space as your competitors to display product pictures and graphics. However, you will have ample space and opportunity to do something far more important – actually show them what your products have to offer. Devise a strategy to host product demos at every function, so guests can see for themselves the many uses and benefits that your merchandise offers. It’s the perfect way to generate showroom buzz and meaningful dialogue with potential clients.

Offer Buzzworthy Giveaways

No matter what size exhibit your business has, many visiting guests will stop in to see one thing: what type of handout you offer. Organizations underestimate the marketing power of a giveaway; don’t be one of them. Take the time to strategize something that is not only fun, but also resonates with your specific targeted demographic.

Provide Free Samples/Discounts

Beyond your chosen handouts, you may also want to consider giving out free products samples as well. Giving away small samples of items, or even coupons for discounts at a later time can help create a major upswing in traffic outside of your trade show displays.

Gear Your Team Up

Even the biggest and most elaborate exhibit is instantly rendered useless if low-energy employees are manning it. Make the most of the greatest assets – your team! Offering training (either from an outside provider or even using internal resources) on how to effectively engage and compel a live event audience; it’s the perfect way to up the energy within your exhibits and get passersby excited about what your organization has to offer.

Trade Show Marketing Information from IGE Group —

Find Trade Show Success by Using Social Media

trade show social media

One of the best ways to achieve trade show success is through social media. In fact, trade shows and social media have quite a few things in common. They both use images to draw attention from crowds and both benefit from large, engaged followings. By combining the two, you can create more successful events that yield greater results.

Let’s discover how trade show social media marketing can be used to boost awareness and increase ROI.

Create Interest

Social media makes it easy to spread the word about your attendance at an upcoming trade show. Use Facebook, Twitter, Instagram and LinkedIn to make the announcement. To get people interested, do a countdown or offer limited information each day. Followers will be more likely to return for more and share compelling information with others.

Generate Buzz

Trade shows are an expense, but you can’t ignore them. They offer value and help your brand stand out among competitors. Unfortunately, one of the biggest complaints about trade shows is that they aren’t aggressively marketed. You might pour your budget into building a custom exhibit but not get much traffic because the event wasn’t well-promoted. By using social media, you can take this into your own hands and advertise your booth. Using the targeting features, connect with highly specific audiences most likely to attend the event.

Use Hashtags

An easy way to keep track of discussions is by developing a hashtag. If you have a branded hashtag, use it. Or, create a new one specific to your trade show events. Historically, hashtags were most popular on Twitter and Instagram, but they are used on Facebook and LinkedIn, too. Also consider using the official hashtag that was created for the convention. This way, your brand will be lumped into all relevant discussions.

Update Fans in Real Time

Take advantage of opportunities to generate discussion by making real time updates during the show. For example, you can ask visitors to upload a photo of themselves at your booth with your custom hashtag. Keep followers updated with images from the event as well as interesting news. These updates make people feel like they’re there, even if they can’t be.

Follow Up with Leads

When the trade show is over and the event cleaned up, the power of social media does not stop here. Follow up with leads captured from the show. You may choose to send an email or place a phone call, but not all leads will be ready to convert. However, many will be happy to connect with you on social media. Use these channels to reach out to leads, follow their pages and share valuable content.

Chances are, you already have a social media presence. Leverage this for your next trade show and enjoy greater success.

Custom Retail Booth Environment by IGE Group —

Kiss USA Custom Retail Booth: NACDS 2012, Boston

Kiss Custom Retail Booth

In 2012, IGE designed and built a custom retail booth for beauty brand Kiss Cosmetics at NACDS in Boston. Our team designed, fabricated and produced the exhibit.

The Show and The Client

Kiss is an innovative leader in beauty care and is the largest manufacturer and distributor of professional quality nail products in the world. Kiss products are available in over 90 countries around the globe. The international company believes in empowering women to “bring the salon home.

NACDS (National Association of Chain Drug Stores) is an organization that advances the interests and objectives of the pharmacy industry. The exclusive annual conference means to foster the growth of community chains and promote their role as a provider of healthcare services and consumer products.

A Beautiful Showcase

An important aspect of the Kiss exhibit was the launch of their press-on gel nails. This innovation revolutionized the beauty industry, offering women a gel manicure in minutes, with reliably long-lasting results. IGE designed an open-concept booth that allowed Kiss to showcase this new product without neglecting existing merchandise.  Dressed in lacquered scarlet and ivory, the acrylic structure resembled freshly painted nails. The completed custom retail booth for Kiss was a warm, elegant environment reflective of the beauty brand.


  • Size: 20′ x 30′ (600 square feet)
  • 14 hanging fixtures
  • 100+ products
  • 145 sq. ft. of acrylic

Trade Show Exhibit Information from IGE Group —

The Benefits of Custom Rental Exhibits

custom rental exhibit

If your company is planning to exhibit at trade shows, you’re investing in making a statement for your business. You need your exhibit to stand out, which is a challenge in the bustling environment of a trade show hall. It’s definitely not a place where a generic display will do, especially if it looks similar to nearby displays.

This is the primary reason that companies shy away from using rental display pieces, despite the significant cost savings they offer over purchasing display. By working with a trade show house that offers a wide range of customized rentals, though, you can create an exhibit that gives the functionality you need and a look that sets you apart from the competition. Better still, you’ll save on costs like storage, logistics, and (I&D) costs more efficiently. The following are a few of the benefits included when using custom rental trade show exhibits.

Custom Look

No matter what type of exhibit your marketing plans require, your booth should have options you need to create it. Add custom graphics that broadcast your brand image, and you’ve got an exhibit that helps your team achieve its objectives.

Adjust Your Design

Some marketing plans call for varied sizes and configurations of exhibits at different trade shows throughout the year. If your exhibit requires this kind of flexibility, you’ll save considerably on purchase and storage by using custom rental display. Let your trade show house know which configuration you need next and they’ll deliver show-ready pieces. After the show, while your booth is dismantled and returned to the warehouse, you can take your team to dinner. You never need to worry about purchasing an extra piece to make a new floor plan work.

Showcase Your Latest

If your exhibit includes frequent product roll-outs, seasonal campaigns, or you cycle through promoting key drivers, you’re probably going to change your exhibit layout and lighting fairly often, in order to highlight each new push to best advantage. When you use custom rental exhibit pieces, you use what you need for each show then send it back without another thought. No storage, no maintenance, and no capital investment. You can save even more by planning your campaigns a year in advance and ordering double-sided printing when it’s available. For example, having a banner printed with a different campaign on each side is less costly than having two separate banners printed.

Plan More Economical Displays With Custom Rental Exhibits

By working with a full-service trade show house, you’ll get full support for everything from planning and design to graphics, logistics, and I&D, so you can economize without cutting the quality or impact of your trade show exhibit. Plan ahead to get the best selection of display pieces and the most opportunities to save even more money.

Trade Show Marketing Information from IGE Group —

Trade Show Exhibits and Events Promotion Using Instagram

Using Instagram to Promote Traded shows

Putting Instagram To Work In Your Trade Show Marketing Efforts

What’s So Great About Instagram?

Promotion using Instagram during trade shows has shown to be effective in gaining brand exposure. Instagram stands out from other popular social media in several ways that make it critically important to businesses. Although the platform is driven by visuals, it also allows users to draft lengthy text (unlike Twitter).

Instagram is more favorable toward organic propagation than Facebook. This means that when an Instagram user posts, his connections will very likely see that post; the distribution isn’t throttled like it is on Facebook. Possibly the most attractive feature of Instagram, from a marketing standpoint, is their simple and reliable cross-posting interface. Many Instagrammers have their accounts interlinked, so if they post about your company on Instagram, that post is automatically shared to their FacebookTwitter, and other social media.

Help Yourself To Some Free Exposure

Using hashtags is a critical matter when you’re marketing on social media. In addition to your brand and product hashtags, be sure to include the tags for the events your promoting. Most events have at least two hashtags, so be sure you do some homework to find the most popular ones. The trade show you’re attending is probably going to have a much larger social media following than your company. By including their tags, your posts, brand, and tags will gain much broader exposure. Also look for sub-tags for certain aspects of the event: For example #EventNamePanels or #EventNameLaunches.

Warm Up The Crowd

Use Instagram to create posts about the events and opportunities your company is offering at the show. Include things like panel appearances by your team; product launches or previews; special activities at your booth, or a reception; product demos or guest appearances; and show specials you’ll be offering. Make sure every post includes a clear, large image (if your image is too small it will look terrible on Instagram) and be sure to schedule your posts so they’re evenly distributed throughout each day. Dumping a pile of posts onto your account all at once annoys followers by filling up their feed, which lessens the effectiveness of each post.

Give Them A Reason To Post

Your trade show exhibit needs to include something people will want to post about. That may sound daunting and expensive, but it doesn’t need to be. You’ve probably seen posts about the 10-story Ferris wheel the USA Network installed at South-by-SouthWest this year, but you don’t need to go to that length. One exhibitor at a Utah trade show placed a single banner stand with a photograph of a huge crocodile and a hashtag on it. So many people lined up to take a picture with that croc that they clogged the entire aisle. People are surprisingly willing to do fun and silly things for a social media photo op, even – or maybe especially – at a trade show.

Photo scavenger hunts are quite popular on Instagram. You can set one up at a trade show by creating a set of custom banners, and placing the banner stands throughout the show venue. Another way to benefit from what Instagrammers already like to do is to print banners with funny, snarky, or philosophical sayings and simple graphics on them: A giant meme. Do a good job creating these and people will post it until it actually is a meme, and it will be shared endlessly, along with your logo.

Trade Show Exhibit Information from IGE Group —

Trade Show Display Designs That Do More Than Look Cool

cool trade show booth

The Perfect Trade Show Display Experience

Nail Down What You Need

We know it’s tempting to start whipping out sketches of what your future exhibit might look like. Before you do, spend some time evaluating what you want to accomplish with that custom exhibit and turn those wants and needs into specific, achievable objectives. There will also be broader objectives, which are harder to quantify, such as brand recognition, for example. Once you’ve identified your hard objectives and more generalized goals, consider what else your exhibit might be used to accomplish. Maybe your goals involve specific sales and lead generation numbers, but your generalized goal is to increase brand awareness in a specific market. If you plan your exhibit correctly, you can stimulate social media presence and sharing, which boosts your Return on Investment (ROI).

Identify The People You Need To Reach

Once you’ve identified what you need to accomplish, the next step is determining who you need in order to achieve those goals. Who is the target audience? You may discover that you have different targets for different goals. For example, those most likely to share on social media may not be the same people who are your most likely buyers. The likely buyers are the ones you should most precisely aim for, but those social media sharers can also help your efforts, so don’t miss an opportunity to dangle a shiny bit of encouragement in front of them too.

What Will Attract (Or Repel) Those People?

Combine your knowledge of your target audience with your own objectives to figure out what you can do to attract the people you need, avoid turning those prospects off, and put them in a receptive frame of mind for what you want to achieve. For example, if you’re retailing and your target market is broad, you want a trade show exhibit that invites people to interact with your products and team, and leads them along a sales funnel path. Selling service contracts or wholesale merchandise is a longer sales process, so an exhibit that feels more secluded may help keep prospects in your range of influence longer.

Now Comes The Fun Part – Trade Show Display Design!

Once you’ve made a plan and determined whom you most need to reach, it’s time to start designing a trade show display. Building an exhibit that is effective for your specific objectives starts with choosing the right floor plan. Be sure to use every cubic inch of space, from front to back, floor to ceiling. Broadcast your brand message from the highest point, and work your way down to eye-level call-outs of your Unique Selling Points (USP), product features and benefits. Ensure your exhibit offers a reason to enter, then leads them along a sales path: from awareness to interest, through to a buying decision and finally a purchase action.

Large Custom Consumer Experience by IGE Group —

Sea Ray Boats Custom Consumer Experience: Miami Boat Show 2012

Custom Consumer Experience

IGE designed and built a custom consumer experience to showcase Sea Ray Boats at the 2012 New York and Miami Boat Shows. Our team conducted a great deal of research on the design tradition of yachts and experimenting with different shapes. When we suggested the concept of including a large hanging sign in the shape of a wave, Sea Ray loved the idea, so IGE made it happen. We devised the creative strategy, as well as executed the production, vinyl application and custom consumer experience.

The Show and The Client

Sea Ray is the world’s largest producer of superior quality watercraft.  This includes a variety of high-end and bespoke pleasure boats, sport boats, sport cruisers and yachts. The brand is often honored for innovative technologies and has earned awards in more boat categories than any other manufacturer.

The Miami Boat Show is an annual event hosted by the National Marine Manufacturers Association. Over 1,700 companies that are NMMA members produce more than 80% of the marine products used by recreational boaters and anglers in the United States. The North American pleasure boat market represents fully half of the global demand for these products and services (roughly $39.5 billion annually in just the United States alone).

Simple. Asymmetrical. Open.

Every single model produced by Sea Ray was available at the booth. Therefore traffic flow could potentially be difficult to navigate. Our design tackled this issue by maintaining a simple and open concept. Boats occupied the heart of the space, denoted by towers lined with LED lights. The perimeter included semi-private meeting spaces and informational kiosks. In addition, the brand name and logo appeared repeatedly to ensure attendees remembered it. Plush white carpeting and gorgeous wood grain walkways mirrored the quality, design and craftsmanship of yacht design. The large-scale exhibit won Best Boat Display and Innovation Award.


  • 50′ x 115′ (5,750 square feet)
  • 38 boats
  • 10,350 horsepower
  • 12,000 visitors

sea ray boats exhibit overview big boat sea ray boat entrance sea ray floor logo sea ray boat kiosks sea ray exhibit meeting areas sea ray exhibit signage sea ray reception

Trade Show Tips and Tricks from IGE Group —

Advantages of Turnkey Trade Show Logistics & Storage Processes

Turnkey trade show logistics

One of the great things about working with IGE is that we provide turnkey solutions for a successful trade show event. Many businesses know the importance of planning for an exhibit, but they often don’t think about the storage and logistics. Where will you store your exhibit when it’s not in use? How can you be sure that your exhibit will be delivered on time?

IGE is an all-inclusive trade show partner that has everything covered. Let’s learn more about our trade show logistics, storage, and shipping services, what they include and tips for simplifying the process.

IGE Has Logistics & Storage Covered

The IGE team provides all mission-critical logistical services needed to make your trade shows a success. We will transport your exhibit in safe, secure packaging and provide storage for short or long term needs. Our Denver headquarters have warehouse facility space with additional fulfillment and storage facilities around the world.

To specify, here is what we can do for you:

  • Ship your display
  • Repack your booth
  • Track your shipments
  • Label all cases and crates
  • Evaluate possible damage
  • Take inventory of all components
  • Clean, prep and pack your display
  • Provide short or long term storage

Logistics Tips to Keep Your Trade Shows Running Smoothly

IGE coordinates hundreds of projects each year. Here are a few tips for making this stage of the process a bit easier for everyone.

  • Have all documents ready. If you’re participating in an international show, have all documents ready. This tells border patrol what is inside the crates and avoids unnecessary delays.
  • Label everything. Label all cases and crates – 1 of 3, 2 of 3, etc. This way, the boxes will arrive together. It’s also a good idea to label your materials with the name of the trade show, the name of your company and your booth number.
  • Document weights and dimensions. Keep a separate spreadsheet of all the weights and dimensions of the products you’re shipping. This keeps things organized for future shipments.
  • Plan ahead. Always give yourself plenty of time to ship out your materials. Last minute shipments will have you panicked and also cost a hefty fee. Plus, if you have questions about what you can and can’t ship (i.e., perishables), you’ll have time to ask.
  • Get the tracking info. Ask for the tracking number so that you can keep an eye on the shipment. There are many factors that can delay a shipment, so you want to be on top of things.

Count on IGE for all of your trade show needs. We build custom displays – conventional, portable and rental – and handle all of the logistics and storage. 

Trade Show Tips and Tricks from IGE Group —

Make the Most of Your Trade Show Attendees List

empty meeting room

How can you best leverage your trade show attendees list? The time spent at a trade show feels long, but in reality, you have just hours to do a lot of networking. With this in mind, you want to put your time to good use. An attendee list is a great way to identify people attending the event. By knowing who you want to shake hands with, you can set yourself apart from other companies and use your time wisely.

There are some third party software programs that will provide you with an attendee list, but we recommend going directly to the source: the event organizer. Once you have an attendee list in hand, here are a few effective ways to utilize it.

Check it Against Your CRM

Compare the attendee list against the contacts in your customer relationship management (CRM) system. This will help you identify top tier prospects and leads to reach out to before the event. You can also make strategic decisions when it comes to your booth staff. Which sales employees will be most helpful to the attendees? What other technology or gadgets can be used to share your message (i.e., kiosks, tablets, virtual reality).

Reach Out to Attendees

The next step is to reach out to attendees and let them know that you’ll be attending the event as well. The best way to do this is by sending a personalized email. Remind them of your product or service and how it can relieve their pain points. Personalized emails work best for people you already have a connection with.

Other ideas for reaching out to attendees include:

  • Drip email campaign
  • Paid advertising
  • Phone calls
  • LinkedIn
  • Direct messages on social media

No matter how you reach out, don’t forget to let the person know of your booth number so they can find you easily!

Launch Digital Ads

Running digital ads is a great option for generating awareness and sharing an enticing offer. For example, are you giving out a free pass to the event? Are you guest speaking at the event?

Run ads that are targeted at your trade show attendees list to get them excited for the event. Regardless of where you run the ads – AdWords, Facebook – be sure to follow the best practices. You want to put your budget to good use and reach the right people in the right moment.

  • Use location-based targeting
  • Target the ideal age of your attendees
  • Target specific interests
  • Include event-based keywords
  • Show the ads early to be competitive
  • Launch ads closer to the event – usually 2 to 3 weeks before

Build a Twitter List

This is easy to do and it’s a huge help! Add all of your top prospects to a Twitter list that’s locked and private. As you get closer to the event, start engaging with these people more on Twitter. Like their posts, send them a tweet or comment on their content. These small interactions build rapport with prospects.

These are just a few of the ways that you can leverage your attendee list. By coming prepared to your next trade show event, you can put your time to good use and develop stronger, meaningful relationships with top tier prospects.

Are you planning for your next event? Contact IGE and let’s build something amazing!

Trade Show Exhibit Information from IGE Group —

How To Utilize Your Trade Show Display In Multiple Settings

versatile exhibit

Form Your Trade Show Exhibit Around Your Specific Mission

One way to maximize your ability to reuse your displays is to design the trade show exhibit around the specific mission and vision of the company. The exhibit should represent the unique features of your business, and should therefore be designed with a company focus, rather than an event focus. If you design your portable booth around a particular event, you will only be able to effectively use that exhibit at that event. Instead, design your display with multiple uses in mind. Pick features that will work in a variety of settings and that are easy to reuse. This way, your trade show exhibits will go beyond those occasions. You will be able to use them at corporate events, annual meetings, conferences and other special dates.

Choose Your Handouts And Giveaways Wisely

Another way to leverage  your trade show exhibit is to have a broad vision when it comes to handouts and giveaways. Every event will have event-specific information in your display, but handouts should not be one of them. Brainstorm ideas on giveaways and handouts that will work in a variety of settings. Giveaways are a great opportunity to put your company’s information into people’s hands. Promotional materials should answer basic questions about your company’s message, vision and purpose. They should also be useful and valuable to guests and target customers; this will create buzz about your trade show exhibit. A great benefit of choosing handouts that work in multiple settings is that overstock won’t matter because you can save them for your next event.

Staff Training Is Very Important

Well-trained staff members are the key to having a display that works anywhere. If they are trained to engage with guests and to create a great customer experience, they will be able to connect with people wherever they go. Your team should be charismatic and energetic about meeting potential clients. They should also have the capacity to read an environment and react appropriately. So pick and train the right team with the same amount of care and time you put into creating your visual display. All of these elements combined will allow you to get the most bang-for-your-buck by maximizing your exhibits.

Medical Trade Show Exhibit by IGE Group —

Covidien Medical Trade Show Exhibit: AARC 2011, Tampa Bay

Medical Trade Show Exhibit

The medical trade show exhibit designed for Covidien in 2011 was one of the first focused on this industry for IGE. Our team created the design and managed the fabrication, installation, dismantling, and custom elements.

The Show and the Client

Covidien manufactured medical devices and supplies. The company name stems from the Latin words: “Co,” which stands for together and “vi” for life. Now part of the Medtronic corporation, Covidien offers a range of devices, from advanced surgical technologies to general surgical products.

The AARC (American Association of Respiratory Care) is a non-profit organization and is the only professional organization supporting Respiratory Care in the United States. It hosts an annual Congress in major US cities. It is also the largest and most comprehensive respiratory care meeting in the world. The 2011 event featured 4 days of networking and education, 170+ speakers and 3 days of industry exhibitors.

Enhanced Experience

The challenge in creating a medical trade show exhibit for Covidien was in marrying aesthetic with product and messaging. Medical offerings are not always the most inviting, and IGE wanted to design an experience that was both attractive and informative. To accomplish this, we designed a strong facade with multiple messaging and product displays. Every component was accented with LED lighting in the blue brand color. The modular exhibit featured two 16′ towers and allowed for 4 different possible configurations. Once engaged, the intent was to route attendees to the smaller multi-touch workstations or the nearby Genius Presentation Area, for more detailed information.


  • Size: 50′ x 50′ (2,500 square feet)
  • 2 16′ towers
  • 20+ machines
  • 4 different configurations

Trade Show Exhibit Information from IGE Group —

From Start to Finish: Our 6-Stage Trade Show Booth Design Process

Trade Show Design Process

As one of the world’s most innovative custom exhibit companies, our trade show booth design process sets us apart from other exhibit firms. With over 20 years of experience and multiple award-winning exhibits, we deliver exceptional quality while leveraging the latest innovations.

To ensure that all projects meet our high expectations, we follow a strict 6-stage trade show booth design process. Let’s explore these six steps so you can get a better understanding of how we would approach your own exhibit.

Stage 1: Briefing

The first stage of the process is where we get to know you, the client. We put ourselves in your shoes as you explain the following:

  • Your goals for the trade show
  • Your wants and needs
  • Specific details of the event
  • Your target audience
  • Research on your brand
  • Visuals and media to incorporate

You know your brand best. You know your audience best. By listening and understanding your goals, we can build an incredible exhibit that represents your brand.

Stage 2: Design

Next comes the design stage. Every exhibit is designed from the inside-out by our IGE design team. First, we consider the audience and a layout that would make sense for them. This is how we find inspiration for floor plans, 3D designs and interactive elements. We discuss the plans with the client so they have a full understanding of what we’re going after.

Stage 3: Detailing

When the exhibit design is approved, we proceed with the detailing. This phase of the project is similar to detailing a car. We go through every nook and cranny and ensure that it meets perfection: floor plans, electrical, lighting, materials and finishes, AV plans and more. We can also address possible concerns before they become issues.

Stage 4: Fabrication

Fabrication is handled in-house, allowing us to control the process and ensure the highest standards. We have a fabrication facility that stocks state-of-the-art equipment and CNC machinery. Because we don’t have to outsource these needs, we save our clients money and headache on graphics, signage, substrates and more.

Stage 5: Logistics

When your trade show booth is complete, we’ll handle all logistics. Regardless of where you are in the world, we have solutions to get the product to you quickly. IGE has resources for shipping, delivery, installation, dismantling and storage.

Stage 6: On-site

If you need on-site assistance, we’re prepared to deliver it! Our on-site supervisors are part of your team and can help with installation and dismantling. Having this comprehensive service allows you to step into the spotlight and set your brand apart from your competitors.

IGE practices excellence. Our strategic 6-stage design process sets our customers apart from others at some of the world’s largest trade shows.

Trade Show Information from IGE Group —

5 Reasons Trade Shows for Small Businesses are Vital

Small Business Trade Show Booth

Trade shows are vital to small businesses. By attending a trade show, you can get your brand in front of a large audience and introduce your products and services. Pay attention to the trade shows that are best for your industry. Rather than trying to attend the biggest conferences with the most PR, focus on ones where your audience will be.

Below we share five reasons why trade shows are imperative to growing your small business.

  1. Keep Up to Date on the Latest News

Trade shows are great opportunities to see what’s going on in your industry. As a small business, it’s important that you keep on top of new rules, regulations and trends. There’s not always time to do this, and you would hate for new information to slip through the cracks. Attending relevant exhibitions keeps you on track.

  1. Network with Industry Professionals

One of the most obvious benefits to attending conferences is the opportunity to network with others in your industry. Under one roof, you can expand your connections by meeting with vendors, suppliers, customers and other industry professionals. If your primary goal is to mix and mingle, use a lead capture app to track leads.

  1. Find New Customers

Small businesses typically don’t have the same budget as larger companies. Though trade shows are not cheap, you can accomplish a lot at once. This isn’t the case with some forms of advertising. Trade shows have predetermined audiences, giving you a relevant group of people to connect with. By attending the right events, you can find new customers, highlight products and services and generate buzz.

  1. Raise Brand Awareness

Trade shows for small businesses are excellent opportunities to generate brand awareness. It’s hard to get noticed through all the online noise, especially if you have limited spend. Attending a conference offers real estate to introduce your brand and display your products and services. By working with an exhibit design firm, you can have a custom exhibit built specifically to your needs.

  1. Discover the Competition

Even though not everyone admits it, trade shows let rivals ‘spy’ on each other. Part of being in business is knowing what your competitors are up to. Be sure that you are looking at the right things, however. Now is not the time to assume your product is better or worse. Pay attention to what your competitors are doing right, the response from attendants and ways to improve.

Small companies make up the majority of American business. To help spread the word about your brand and get people familiar with your products and services, add a few annual trade shows to your marketing strategy.  You’ll be glad you did! 

Trade Show Exhibit Information from IGE Group —

Trade Show Exhibit Rental Pros and Cons

Exhibit Rental Pros and Cons

Exhibit rental pros and cons are many. Generally speaking, if you’re only going to use exhibit property once or twice, it’s better to rent the materials. On the other hand, if you plan on using the same configurations for all of your trade shows, buying the materials is the better option. On average, renting exhibit materials costs about one-third to one-half the cost of purchasing an exhibit, so how much the exhibit will be used is a huge factor.

In this post, we’ll explore exhibit rental pros and consso you can determine which is right for you.

Pros to Renting an Exhibit

  • Greater flexibility. If your booth changes from show to show, renting is a great option. This way, you can rent smaller or larger booths depending on your needs.
  • More options. You can try any style and design choice you want when you’re renting exhibit property. For example, experiment with a portable booth or hybrid exhibit.
  • Ideal for startups. Because custom exhibits are an investment, not all startups and small companies have the funds for them. Renting a booth is a short-term, cost-effective solution.
  • No disposal fees. When your exhibit nears the end of its life, you’ll have to incur those pesky disposal fees. With renting, these fees go out the window.
  • Convenient. If you have tight schedules in between shows or are traveling out of the country, rental property is convenient. Plus, you can save on the costs of shipping, setting up and storage.

Cons to Renting an Exhibit

  • Fewer options. When you build a custom exhibit, the possibilities are endless. Your display is being made specifically to your needs. Rentals will have fewer custom options.
  • Wear and tear. It’s possible that some booths will show signs of use, as other people are using them. They may also be built from budget materials compared to the superior materials found in custom exhibits.
  • Higher costs. Typically, renting exhibits is not a long term solution. You’ll end up paying more in the long run than if you were to build an exhibit.
  • Less availability. Remember, you’re sharing inventory. To ensure that you get the availability you need, reserve the booth as far in advance as possible.

Is There a Winner?

As you can see, there are advantages and disadvantages to renting a trade show exhibit. It all depends on your immediate needs and overall trade show goals.

At IGE Group, we build custom exhibits, as well as offer exhibit rentals. We highly recommend our rentals if you’re not ready to invest in an exhibit or need greater flexibility. Based on the inventory we have, we’ll change color panels and add unique elements to fit your brand. When you’re ready to make the investment, our IGE designers will build you an innovative exhibit with all the bells and whistles.

Custom Modular Trade Show Booth by IGE Group —

Aircell (Gogo) Custom Trade Show Booth: NBAA 2011, Las Vegas

custom trade show booth

Owning the show floor through custom booths

The custom trade show booth for Aircell (now Gogo) had a huge impact on the show floor. When IGE was asked to design a new booth for the NBAA event, we incorporated a first class experience. Through the use of acrylics, a custom kiosk and interior design elements, the booth really came to life!

Aircell (now Gogo) owned the color orange. From the 16′ tower to the three very custom and unique kiosks, visitors got a real sense of the full brand experience. IGE used acrylic accents everywhere in Aircell’s custom trade show booth: custom acrylic rods, acrylic slats and textured acrylic panels. The use of mixed materials made for a dynamic and eye-catching impression. IGE managed the strategic planning, design, fabrication and production of the booth. We also handled the installation and dismantling.

Standing out at NBAA

NBAA (National Business Aviation Association) is the first annual meeting place for the business aviation community. The Association Represents more than 8,000 companies and more than 100 provide products and services to the business aviation community. NBAA is the world’s largest civil aviation trade show.



  • 20′ x 40′ (800 square feet)
  • 18 monitors
  • 60 acrylic rods
  • 15,000 visitors

Custom Trade Show Booth aircell Custom Trade Show Booth

Trade Show Information from IGE Group —

Best Tips to Save Money at Trade Shows Without Sacrificing a Thing

Save Money at Trade Shows

Be First In Line

Trade shows can be an expensive endeavor, so it’s important to know how best to save money at trade shows. If you’ve exhibited before, you know that most shows offer discounts for exhibitors who book early. In many cases, you’ll get a preferential choice of booth space and additional space outside the booth. At some shows, booking early and making a panel pitch increases your chances of being accepted. You may even be able to schedule time in the show’s public demo spaces by asking early on. Keep track of the deadlines for the shows you plan to attend, so you never miss an opportunity for savings. Once your space is booked, and any appearances or special events are approved, you’ll have extra time to mount a pre-show marketing campaign that will bring in all the qualified prospects your team needs for big success!

Travel Savings

When thinking about travel savings, you may be able to get discounted hotel rates through the show. Booking a block of rooms for your team all at once is another way to save money on hotel costs. Ask about the hotel’s cancellation policy, and book one more room than you expect to need. Keep track of the deadline for canceling the extra room without a penalty. One important bit of cost-saving advice: beware the temptation of non-refundable flights. Any bookings you make in advance that cannot be transferred to another person (like plane tickets) should be refundable. You’re planning a year in advance, and sometimes, life happens.

Bulk Purchasing

Often, we see companies handing out literature or giveaway items that include a date or a specific show’s identity. While those can add to the exclusive feel of the items, they can also be more costly than you might initially think, since they’re not very useful after that show or date is past. The less obvious cost of ordering that way is that you will order smaller batches, which typically come at a higher per-piece cost. If your company plans a year ahead and orders in batches as big as the budget allows, you’ll get the best price per item and you won’t need to worry about them “going stale.”

Take Advantage Of The Best Trade Show Marketing Tips

Planning ahead offers your company plenty of chances to slim down costs while making training, preparation, and logistics easier, and, ultimately, making your entire trade show marketing program more effective and profitable.

Trade Show Exhibit Industry Accolades —

IGE Makes List of ‘Top 50 Exhibit Fabricators in the U.S.’

Top 50 Exhibit Fabricators in the U.S.

Top 50 Exhibit Fabricators in the U.S.

InterGlobal Exhibits has made the list of “Top 50 Exhibit Fabricators in the U.S.” for a second time. Presented by Event Marketer, the leading online magazine focused on the event and exhibition industry, the “Top 50” designation applauded our work in making custom trade show exhibits. This affirms the direction of our organization and assures our clients we can compete with the best in the industry.

Also awarded this title in 2013, IGE was the only Colorado-based company on the “Top 50” list for 2017.

“What this inclusion on the ‘Top 50 Exhibit Fabricators’ list means for IGE is industry recognition,” says owner Gino Pellegrini. “We’ve always felt that we were among the best in the industry with regard to both design and fabrication abilities. This acknowledgment by Event Marketer supports our belief with recognition from some of the top people in this sector.”

IGE is responsible for creating custom trade show exhibits and booths that amplify and elevate a company’s brand presence. IGE delivers on-time and on-budget, regardless of project scope, taking into consideration client’s trade event goals, wants and needs. These include target audiences, brand research, look and feel parameters and even the materials, visuals, multimedia applications and more.

“Being recognized as one of the Top 50 Exhibit Fabricators in the U.S., encourages our team to continue our course. We bring brands to life with outstanding design, elaborate visuals, innovative materials, vibrant colors and interactive tactics,” concludes Pellegrini.

Trade Show Marketing Information from IGE Group —

3 Simple Tips to Maximize Visitor Engagement With Your Booth

busy trade show booth

Follow These Three Tips To Yield Maximum ROI With Every Booth Visitor

Are you ready to effectively maximize visitor engagement with every visitor to your trade show exhibit? These three simple tips can enhance the connection you make with your audience.

Pique Their Interest

Your trade show displays will often be the first impression you make with many of the event guests. Set up your stands to visually compel and pique the interest of every passerby. How? Ensure your overall setup showcases your brand and instantly informs the crowd about what types of problems or issues your business can solve. You also want your exhibits to feel accessible and inviting. Organize your products by category so visitors can immediately see what your company has to offer. These first steps will go a long way in making everyone who stops in want to stay a while and learn more about your organization.

Up Your Interactive Component

Including innovative technology that is user-friendly and interactive can entice visitors to your exhibit. If you don’t have a big budget to spend on the latest tech, not a problem! You don’t have to rely on gadgets to encourage interaction with every guest. Showcase specific products and offer samples for the crowd to get their hands on. Everyone loves a freebie! Live product demonstrations can also further engage visitors. Perhaps offer live entertainment at your booth. Providing attendees something to watch and respond to increases the odds that they will stick around to discuss your services and communicate your brand.

Make Your Industry Insight Obvious

Finally, with so many industry competitors milling about the venue, attendees can find themselves hard-pressed to make specific distinctions across various organizations. Make it as easy as possible for them to determine why you are an industry leader. Showcase your brand to illustrate your specific expertise. Using trade show displays to effectively convey what you do and why you are an industry-leading brand will encourage a guest stop in.

Prep Your Employees To Keep The Lines Of Communication Open

Your exhibits only mark the first step in maximizing guest engagement. While stands and banners will attract an audience and hopefully asking to learn more, it’s up to your staff to effectively sustain that attention. Work with your team to understand how to successfully interact with prospective customers at a live trade show marketing event. Knowing how to ask insightful, open-ended questions will allow for valuable consumer insight while keeping the conversation moving forward towards the ultimate event goal: a sales conversion.

Large Custom Exhibit by IGE Group —

Toyota Large Custom Exhibit: RMS 2010, Saudi Arabia

large custom exhibit

The Show and the Client

IGE was contracted to create a large custom exhibit for automotive giant Toyota for the Riyadh Motor Show in 2010. In its 28th year, the exhibition convened at the Riyadh International Convention and Exhibition Center in Saudi Arabia. The longest-running and most important industry event in the Middle East, the show introduced the latest luxury car models, technology and services. The 85,000 participants included an impressive roster of the leading industry players in the automotive sector, along with thousands of trade buyers and visitors.

Toyota is the largest automotive manufacturer and one of the largest companies in the world by revenue. Therefore their exhibit environment mandated plenty of open space for attendees to explore the vehicles, as well as a comfortable area to relax and engage in discussion. It was also important to offer a sense of the company credo: Building a Better Tomorrow. The brand believes their business should generate a profit while also benefiting the people, community and planet.

Major Presence

IGE had already worked with Toyota several times in the region, so it wasn’t difficult to ensure a consistent brand experience. Designing and building suitable spaces to help differentiate the brand from other auto makers was a fun and creative challenge.  We created an immersive experience with two distinct environments. Above the glossy exterior floor showcasing new products, massive 4-layered floating wings beckoned visitors. Behind the giant LED logo wall, guests entered into a plush lounge and cafe area. These spaces allowed for more private conversation, coffee and beverages, and additional exploration of the vehicle information. We also devised an exciting, innovative way to launch new models. This entailed building an opaque dome that sat over a car and was pulled upward by cables for a big reveal.

The large custom exhibit for Toyota was a full-service project. InterGlobal Exhibits services included the design, fabrication, production and logistics. We were also responsible with the installation and dismantling of the exhibit.

Trade Show Tips and Tricks from IGE Group —

Top 5 Secrets For Trade Show Event Success

successful trade show exhibit

1. Know Your Audience

Trade Show event success depends largely on knowing your audience, whether you are designing a display or starting a business. You need to determine who your target customers are, where they live, what they like, what they do in their free time and what their needs are. This information will provide the foundation for designing an effective booth. Every decision you make will be based on knowing your audience.


2. Communicate With Individuals In Your Target Market

Simply knowing information about your target market is not enough. You also need to have conversations with individuals in your target segment. They can provide valuable insight regarding how you should design your booth to best appeal to those consumers. There are many different ways to communicate with them: online, over the phone or in person. Focus groups have proven to be extremely effective in getting to know your audience and how to best appeal to them.


3. Find Something That Can Make Your Trade Show Display Unique

The next secret to trade show event success is to figure out how to make your trade show booth unique. What can you do that no one else is doing? How can you choose designs, colors, and graphics that will capture the attention of attendees and draw them into your booth? These can be difficult questions to answer, but they are absolutely essential. You can have the most charismatic, amazing staff and excellent products, but it doesn’t matter much if you can’t figure out how to get attendees to visit your booth in the first place.


4. Staff Your Exhibit With The Best Employees You Have

Many exhibitors make the mistake of focusing only on their exhibit design and promotional materials and neglecting one of the other main keys to exhibiting success, their employees. Make sure you are staffing your trade show display with your best employees, preferably those with very strong interpersonal skills. After all, if you have an amazing booth and incredible giveaways, it may not be enough without staffers that can provide visitors with excellent customer service by answering any questions they have and even following up with them after the event.


5. Determine How To Measure Success

Finally, there is no way to know whether you are experiencing success unless you clearly define it. Therefore, take some time to think about what your goals and objectives are. Be sure that the goals you write down are measurable. Also, if you want to keep your team motivated, it is important to celebrate wins together. That means it might be wise to set some short-term goals in addition to long-term goals so that you can have something to celebrate sooner than later.


Keep these tips in mind when you exhibit; they are sure to enhance your ROI.

Trade Show Tips and Tricks from IGE Group —

Increasing Sales at Retail Trade Show Events

Retail Trade Show Events

Retail trade show events are an excellent opportunity to exhibit specifically for selling, but it takes good merchandising techniques. If your company is already selling at trade shows, you’ve probably invested time and money in your exhibit design. Hopefully this includes training your sales team. You’ve taught them to up-sell and accessorize, how to get customers to imagine how much pleasure or benefit they would gain from purchasing your products. These are all powerful, proven trade show sales techniques and nothing compares to a well-trained salesperson using them. You can further your sales team’s success by using the following strategies.

Help Them Picture Themselves

Presumably, you already have a strong understanding of your buyer personas and what motivates them to purchase. If you’re a clothing brand, it might be comfort, style or cachet. If you sell window replacements, your buyers are likely motivated by comfort, safety of their families, aesthetic and energy savings. Design a series of banner stands that depict people like them who are already enjoying those benefits. Each banner in the series should feature your logo for consistency, but each should show different people enjoying themselves because they own your product. Think relaxed couples wearing your clothes on a sleigh ride, or a family sipping cocoa and enjoying a board game in their snug home fitted with your windows.

Make It Obvious

Some products require explanation, which is accomplished most effectively with pictures. What is this thing and what does it do? Why is it different from other products or brands? Depict the answers to these questions in a series of banners and your customers will take it all in with a glance. They’re more likely to be receptive to your sales team when they have a basic understanding of your product.

Let Them See The Fries

Retail trade show events offer the opportunity to help customers see how your products work together, which makes them more likely to buy when your sales team offers the fries. One effective way to do this is using selective color photography on a series of banners. Each should feature your logo in its usual colors to promote brand recognition, but make the images black-and-white, except for your products. The graphic should provide the background information (this couple is enjoying a perfect autumn hayride), while the color portions highlight the products themselves. For example: “Oh, they’re not only wearing the shirts I can see on the rack over here, but also these soft, warm hats and finger-less gloves. Where are those?” Clearly, these people are enjoying themselves more because they also have the hats and gloves. And that, ladies and gentlemen, is the power of smart banner design for retail sales.

Trade Show Exhibit Information from IGE Group —

Proven Design Concepts for Corporate Display Booths

corporate display booth

Zoned For Success

Corporate Trade Show Exhibits

Corporate display booths can present some unique challenges. For example, corporations most often represent multiple product lines at trade shows. If those lines are closely related, it can be harder to differentiate between them while maintaining a cohesive identity. Creating zones within your booth space can be an effective way to represent each line. This also helps funnel visitors toward the rep for the line they’re interested in and manage traffic flow.

Polaroid exhibited at CES with great success, using a zoned display for everything from cameras and film to sunglasses. In addition to separate display areas for each product line, the exhibit included a lounge area which invited attendees to remain in their sphere of influence a little longer. It also included a staging area for a product launch with Lady Gaga. Tied together with a pair of massive ribbon, screens broadcast Polaroid’s visual branding throughout the event.

An Unforgettable Experience

Blow the competition away by wowing visitors with an outstanding experience. This approach works especially well with tech and multimedia-based exhibits, like SteelSeries massive interactive game experience at the Boston Convention Center. The company’s goal was to introduce hard-core gamers and retailers to an astonishing seven new titles at once. The exhibit featured more than 100 gaming stations, which kept wait times short while guests waited with excitement. In a theater screen area, visitors also got an exclusive sneak preview of a hot upcoming release. Gigantic graphics surrounded the entire exhibit, which grabbed a lot of attention

Set The Mood

Lighting is a critical element of design in your corporate trade show booth. Good lighting will bring your exhibit to life, but it can either attract or overwhelm. The differences between these extremes can stem from surprisingly small adjustments in the color, intensity, or placement of the lighting. Work with a professional lighting designer to create a lightscape that is attention-grabbing without being alarming. For example, up-lighting your products or display elements can create a dramatic effect. However, if you place up-lights where they will shine on people, those people will appear ghoulish and visitors will avoid them. Lights which are too blue, or are blinking or moving in the wrong ways, can also leave visitors feeling uncomfortable and eager to leave.

Once you’ve established your merchandising strategies for your trade show exhibit’s general concept, start consulting a designer as soon as possible. This will ensure that every aspect of your display offers a harmonious and welcoming impression overall.

Extra Large Trade Show Exhibit Experience by IGE Group —

Mobily Large Trade Show Exhibit: Gitex 2010, Saudi Arabia

large trade show exhibit

The extra large trade show exhibit IGE created for Mobily required the better part of a year to produce. It was the second large-scale project we did for the Middle Eastern brand. The design, strategic planning, fabrication and projection technology was managed by InterGlobal Exhibits. We also handled the installation, dismantling and production of the project.

The Show and The Client

Mobily is a telecommunications services company that provides fixed line, mobile communications and internet services in Saudi Arabia. When they launched mobile services in 2005, it broke the existing monopoly in the region.

The 2010 event was the 30th edition of Gitex Technology Week, the biggest IT event in the Middle East. 3,500 companies from more than 65 countries exhibited to almost 135,000 attendees.


The IGE team spent 6 months designing the elaborate exhibit. We first started with the identification of Mobily’s divisions and product offers, followed by lounge areas, state-of-the-art displays and experience areas.  We then quickly moved creative, design and project management resources to the Middle East to commence 3 months of local production. The goal was to showcase the brand as a leading communication and technology company.  The big challenge was keeping the multiple business units within the exhibit while maintaining a clean, high-tech environment. The experience also needed to accommodate fully interactive promotions and activation features. Though one of our most daunting international projects, it won a MOD Design Award for Best Custom Exhibit.


  • Size: 50 x 50 meters (27,000 square feet)
  • 12 hanging signs
  • 2 levels
  • 50 screens

large exhibit meeting room Large Trade Show Exhibit with Car

Trade Show Exhibit Information from IGE Group —

Trade Show Display Branding That Creates A Lasting Impression

Trade Show Display Branding

Trade show display branding should be your highest priority. You should present your image and message in a logical way from the top down. The total impression visitors should take from your exhibit is that your products and services are under your company’s banner. If your trade show exhibit includes ceiling-suspended display space or towers, that’s where your design focus should begin. After that, the focus should be on the back wall, then on tall interior displays like shelving units. Eye-level display space should be next, followed by banner stands and other floor-based displays, like tables.


In most cases, your company logo should be displayed above everything else, like a flag. This places your over-arching visual mark in the most prominent place of notice. It also indicates that all of the other positive things your visitors will soon notice come from your company. Since these top-most display spaces usually have the largest surface areas, your logo will be visible from greater distances. One rare but important exception would be in the case of a product like Kleenex®. Most people in American know what Kleenex is, but much fewer people know the company who makes the product. This is one situation where it would be a better choice to place the brand logo above that of the company that makes the product.


The next element in this vertical arrangement should be a message. Which message depends on your objectives for your trade show presence. It may be a tagline for your brand message or bullets points that highlight your Unique Selling Proposition (USP). If your company has a lot of product lines, a brand message might be a wise choice here, with more information about your product lines closer to eye level. If your business is built on a single major product, a short, punchy USP slogan can be very effective.

Supporting Visuals

Inside your booth, there are plenty of places to place additional visual branding and messages, but you’ll need to select carefully in order to create an overall impression that visitors can absorb quickly. Most of them won’t stand there for five minutes reading everything. Guests will likely feel overwhelmed and move on if you try to overload your booth. If you’re displaying merchandise, use the back of the shelving unit to display large graphics that attract visitors to the shelves. Use banner stands next to the shelves to explain the product’s USP and benefits very briefly, and with plenty of negative space around the words: Think bullet points of a few words each, not complete sentences.

Create A Lasting Impression With Top-Down Trade Show Branding

Branding a trade show display effectively depends on placing the right elements in the right places. Each element should be used in a way that strikes visitors as harmonious with the rest of the trade show exhibit and messages.


Trade Show Exhibit Information from IGE Group —

Trade Show Labor Services: A Beginner’s Guide

Trade Show Labor Services

It’s critical to understand how trade show labor services may impact the future costs of your proposed exhibit designs. If your company is new to exhibiting at trade shows, you’re probably brainstorming ideas for your displays and beginning to make plans.  You may think you’re designing an exhibit that your team can transport and set up without professional help. But sometimes regulations may prevent them from doing simple tasks that you’d never think you needed professional help to accomplish.


Logistics includes more than what happens with your goods once they arrive at the show venue. For the purpose of this discussion, let’s focus on those final stages that happen at the venue. Nearly all large trade shows have an ‘advance warehouse’ where exhibitors send exhibit materials for short-term storage before the show. This helps ensure that everything your exhibit needs is on the site before it’s time to set up. Typically the advance warehouse is used by exhibitors with elaborate displays that require a lot of materials. However, shipping a portable display to the advance warehouse may be smarter than paying to put it on a plane.  Ensure the venue will allow you to pick up and carry your own equipment within the location; sometimes, this is not permitted. Find out what each show offers and what makes the best sense for your purposes.

Know The Rules For Each Show

There can be great variation in the rules between different venues and shows, so it’s important to check before finalizing plans to exhibit there. Last minutes changes can be costly, so you want to make sure you’re always on top of what’s coming. U.S. trade show venues have general exhibit rules and regulations that are often the same from one venue to the next. This includes height restrictions and what types of exhibits can be installed in each type of booth space. Make sure you know what your shows’ rules are for set-up and dismantle times; many shows charge a penalty for opening late or closing early.

I&D Labor And Supervision

One of the biggest variables you’ll face is the regulations regarding Installation and Dismantle (I&D). Most venues allow exhibitors to install their own equipment, as long as it is tool-free and doesn’t require using a ladder. Some venues allow exhibitors to do simple electrical connections and cabling on their own. Others require that these tasks be completed by certified workers. In some cases, the municipality or venue requires that exhibitors hire union laborers through an appointed General Services Contractor to do all of the I&D work. If you find yourself in this situation, consider hiring your own contractor to supervise the GSC’s laborers. Having an advocate directly accountable to you for the work being done correctly and on time helps you avoid delays and extra charges.

Large Custom Aviation Trade Show Exhibit by IGE Group —

Pilatus Aviation Trade Show Exhibit: NBAA 2010, Atlanta

Aviation Trade Show Exhibit

Our first aviation trade show exhibit was for Swiss aircraft manufacturer Pilatus. Though we had touched upon flight in Lockheed Martin projects in the past, this offered a focus on actual airplanes. IGE managed the creative strategy, design, and fabrication of the project. We also handled the interactive surface displays and brand activation.

The Show and The Client

Pilatus is an aerospace company that produces aircraft for international niche markets. Established in 1939, the company was created to do maintenance and repairs for the Swiss Air Force. Environmental protection is a long-standing Pilatus belief and maintaining minimum consumption is of the utmost priority. This commitment sets the brand apart from other aircraft manufacturers.

The NBAA (National Business Aviation Association) is the leading organization for companies that rely on general aviation aircraft to help make their businesses more efficient, productive and successful. The Association represents more than 8,000 companies and provides more than 100 products and services to the business aviation community. The NBAA Annual Meeting & Convention is the world’s largest civil aviation trade show.

Above and Beyond

Designing an exhibit to include a full-sized aircraft was an exciting challenge. The 60′ x 60′ booth was built around a PC-12 NG aircraft that measured 52′ x 46′ by itself.  This plane is the best-selling pressurized single-engine turbine-powered aircraft in the world. A 20-foot tall curved acrylic tower in the red brand color served as the backdrop.  In addition, the inclusion of an airport-style lounge to look over the plane was another fun feature. LED lighting highlighted various areas of the exhibit. And just in case a full-sized aircraft didn’t impress enough, the PC-12 NG also housed a KTM 950 SMR Supermoto 2010 to demonstrate cargo space. The final aviation trade show exhibit was a brand experience like no other.


  • Size: 60′ x 60′ (3,600 square feet)
  • 1 plane
  • 34 acrylic sheets
  • 1 20′ tower

Trade Show Tips and Tricks from IGE Group —

5 Things to Know Before Your First Trade Show

trade show attendees

If your company has made the decision to exhibit at a trade show, good for you! Before you start, here are some vital tips for your first trade show. This is an excellent opportunity that allows you to market your brand to a highly targeted audience. While there is competition from other exhibitors, it’s less than what you have online. By creating a high-quality booth, hiring knowledgeable staff, and featuring the right promotions, you should have no trouble making your brand stand out.

When attending your first few trade shows, it’s important to have realistic expectations. Some exhibitors think that all they have to do is show up and the people will come. However, trade shows are a lot of work and they only pay off if you’re prepared to get your hands dirty.  Below are five things to know before attending your first trade show.

Success Doesn’t Just Mean Showing Up

Just because you spend thousands of dollars on an exhibit doesn’t mean that success will roll your way. The booth only puts you in front of a targeted audience. Your display needs to first attract the right people. Once you have an audience, you can’t just smile and be cute. An important aspect of trade show is engagement and the opportunity to establish relationships, either with potential customers or business partners. You must be proactive in communicating with attendees, answering questions, introducing them to your business and so forth.

Hire Your Staff Carefully

Hiring the right people and training them properly is mandatory so they can answer questions and nurture prospects through the funnel. Trade shows actually require a lot of labor. There is the setup and take-down, dealing with vendors, and standing on your feet for three days straight. Pick employees who are up for this physical challenge. There’s also a lot of small talk and smiles, so choose people who are friendly and people oriented. If someone looks bored or has their arms crossed the whole time, visitors won’t want to approach them.

Plan Accordingly or You’ll Blow Your Budget

Trade show costs can add up quickly. The best recommendation is to start planning early. This will allow you more time to compare expenses, adjust priorities and take advantage of early bird specials. When you’re in a time crunch, you have no choice but to pay rush fees and late charges. The more shows you attend, the more you will know what’s worth spending money on and what you can skip.

Have Clear Objectives

What do you hope to gain by attending a trade show? Be clear about your goals so that you can focus on them during your event. You should also have a way to track your progress, such as via lead tracking software or an app. Common trade show objectives include:

Give Attention to all Your Exhibit Days

Some trade shows only last a day, but many last several. If you’ll be at the event for an extended time, be prepared to give the last day the same amount of attention as the first day. Usually, staff is energized and motivated on the first day of a trade show, but this quickly drops off. It’s understandable, considering people get tired of being on their feet and making small talk. However, some of the best connections are made on the last day of a trade show. People tend to be more relaxed after the initial ‘first impressions’ are made. The most important reason to avoid slacking in your exhibit presence, however, is that you and your booth represents your company. This should never be neglected.

As you attend more trade shows, you’ll get more comfortable with the routine and what needs to be done to stay on track with your goals. In the meantime, focus on proper planning and budgeting, training the right employees and dividing your resources among all days.

Trade Show Marketing Information from IGE Group —

Social Media in Trade Shows: A Beginner’s Guide

facebook booth

A Social Media Marketing Triangle

Social media at trade shows is a very effective marketing tool. If you’re not involved in social media yet, you are likely a small or mid-sized business. Maybe you’ve avoided it because it seemed confusing, cost-prohibitive and time-consuming. The good news is that large corporations  poured money into the research and development of ways to make a profit using social media and how best to use it as a marketing tool. You get the benefit of their experience… and expenditures. There’s a lot to learn from observing the tactics larger companies are using. You can also use the principles they’ve discovered to your own benefit.

Be A Dedicated Tagger

No, put down the spray paint. We’re talking about hashtags. You know, those little pound signs you see everywhere? Those are actually important. Using hashtags effectively in your social media posts can expand the reach of your message, visual branding, and products exponentially. Your brand and products should have a short and memorable hashtag, and you should use them in every post possible. Alongside your own tags, you should also include more popular, better-known tags whenever they actually relate to your post. For example, use the hashtag(s) for whatever trade show you’re posting about. Doing this gives your post a huge boost in distribution because now, anyone who searches for the trade shows tag will be exposed to your post. Hooray, you’ve just gained a lot of exposure with very little effort!

Also tag the brands, products and locations associated with the event in your posts with the actual ‘tag’ option. This acts as a sort of link exchange, as well as means the image posted will appear in the related images of whomever was tagged.

Instagram Is Your Friend

The number of social media in use today is nothing short of mind-boggling. Each has its strengths weaknesses and demographics, but overall, Instagram is the most versatile and useful social medium for marketing. First of all, Instagram gives you enough space to write a post in English: no 140-character cryptograms, here! (Sorry, Twitter.) Next, Instagram is visual-based, which is proven as the most effective means of branding in our tech age. This platform also makes it easy to share a post on another social site or within the same realm.  Organic propagation is a social media jargon term for “posts gain exposure by people sharing them.” Businesses like organic propagation because it’s added exposure they don’t have to pay for. The Instagram feature that allows users to automatically ‘push’ their posts to multiple other social media works so well that most actually use it. That’s a lot of bonus exposure for you when people post about your company or “re-blog” one of your posts!

Easy Ways To Create Post-Worthy Displays

Social media loves a good spectacle, but it really thrives on things that are fun and quirky. Snarky, witty, or philosophical sayings with simple graphics (called “memes”) are always popular. So you don’t have to spend a fortune to create a display that people are going to want to photograph and post on social media. Print a fabulous graphic and put it on a banner stand next to your booth. Be sure to include your hashtag! You can also make use of Instagram’s penchant for photo scavenger hunts by placing a series of banner stands around the venue, and having people collect and post pictures of them. Seriously. It may sound like too silly an idea to work, but people do this. All. The. Time.

Trade Show Exhibit Information from IGE Group —

How Trade Show Rentals Can Save You Money

Trade Show Display Rentals

When Are Trade Show Display Rentals A Good Value?

Just like your home, a booth display needs repairs, maintenance and updating, which costs money. And even if someone owns their home, they might rent a hall for a party rather than add a huge addition to accommodate an occasional event. The same idea applies if you own a booth display; there are times when paying to rent equipment may make more sense than buying additional pieces.

For example, if you usually have a 10′ booth, you might want to expand to 20′ or 30′ for a particular show. Maybe your company has a new product or you are celebrating a company anniversary need a larger space. You might even want to test whether having a bigger display makes a difference. If you have a busy show schedule, there could occasionally be a conflict when two events occur at the same time. Renting an additional display can help you eliminate that conflict by allowing your company to attend both events. Renting components to add to your booth can help meet your immediate needs without a substantial purchase. It can also help you evaluate if the additional investment in a bigger display is cost-effective.

As new booths styles and methods of trade show marketing come into vogue, you may wonder if you would like a new inflatable model or a display with a conference room. Before jumping into a purchase, a trade show booth rental can help you decide which display offers the function you want and need. Bringing technology to the booth may require a new layout, as well. Renting can help you decide whether or not you want to buy.

Cost Advantages Of Renting

Though trade show display rentals can be a stopgap measure, some exhibitors love other advantages of renting. When you rent from a vendor with a local presence, the vendor will transport the exhibit to the show, which can save you hundreds of dollars in shipping. The items you rent will be brought to your space and then picked up, without your team having to worry about shipping them home. You save in shipping, handling, and I&D costs, which often offset the cost of the rental.

If you see the virtue of renting components when you need them, you may still opt to ship other booth furniture to shows. You can also rent chairs, tables, computer equipment and small items, such as waste paper baskets, stools and projectors. The trade show booth rental cost may seem only slightly more than buying the items outright, but don’t forget to add shipping and storage costs.

Whether you are talking about items large or small, a quick analysis may prove that trade show display rentals are a good value for many events. Your local trade show exhibit company can help you run the numbers to decide when renting makes sense.