Early Setup

Major trade shows typically allow for two days to set up your exhibit. Usually the first day is set aside for larger booths that take more time but the pipe and drape, electrical and carpet for the smaller booths is very often in place even before the setup begins. The larger your exhibit is the more you’ll benefit from starting early but smaller exhibitors can benefit from the following ideas.

1. The larger your booth space is the more money you’re spending with the association and, therefore, the more leverage you have. If your exhibit is overly large you can ask about setting up three days before the show opens. Not every show will allow this but it doesn’t hurt to ask. This is especially helpful if the setup days are over the weekend. If you can start your set on Friday instead of Saturday you’ve just saved yourself 8 hours of overtime pay for your union crew.

2. Be careful though. If you do get permission to setup early make sure all your ducks are lined up accordingly.

   1. Ensure your exhibit is on the floor before your crew arrives. If you’ve sent it to the advanced warehouse you’ll have to have the general contractor deliver it to the show earlier than normal. If you’re delivering direct to show check to be sure you’ll be able to have your truck unloaded early. I recommend the advance warehouse. It will cost you a little more to send it to advance storage but there are several benefits.

   2. Warehouse freight is almost always brought over and set on the floor before setup begins so you’re freight will be there when you arrive.

   3. You’re driver won’t have to wait in the marshaling yard for hours and hours until he’s called up. This may save money on wait charges depending on who you use.

   4. You won’t have your highly paid union labor standing around in your empty concrete floor space being paid to look pretty. I order my labor to start at 10 am. This gives me two hours to deal with any issues without paying my labor for nothing.

   5. Ensure your electrical and other utilities are in place and correct. You’ll have to find out who the head guy is and make sure they’re going to have it set early.

   6. Inform your labor company you’re setting up at a special time and that they have people to cover it.

   7. Don’t forget to set your travel and hotel plans accordingly. Personally, I always travel to a show as early as I can the day before I’m going to start my setup. This allows time for delays and gives me time to either get my bearings in a new city or relax before my week starts. I also ALWAYS go to the convention center and check out my booth space. I’ll check my utility placement and see if my crates have arrived from the warehouse. I can’t always address issues that day but I will know what issues I have and be able to address them first thing the next morning. But that’s me.

   8. The biggest benefit of setting up as early as you can is, of course, more time. Some people plan their trip close choosing to arrive late and leave early. This means less time away from home but it also doesn’t allow much time for issues; and issues ALWAYS arise. By getting to the show early you allow time for the unforeseen issues like lost freight, slow labor, incorrectly set utilities and a host of other problems. If there is one thing you can count on at trade shows, things go wrong.

   9. If nothing goes wrong and you find yourself with extra time here are some ideas to fill it.

      1. Rest. You’re going to have a long week and the more rest you have the better you will weather it

      2. Have a nice dinner. This will help make up for all the fast food you’re about to eat at the show.

      3. See the city. I love scoping out a new town

      4. Take a slow walk around the show floor and see what other companies are there and where your competitors are located. There’s a lot you can learn about your competitor at a show. (Another blog for another day)

      5. When you think you’re all done with your setup and ready for your show, walk away from your booth for ten minutes. When you return, do a slow walk around the booth and think about how the booth works, what your staff needs to work the booth, anything that doesn’t look right or is out of place, damage to the booth, missing parts etc. Check that your lockable storage is locked and that anything of value is out of sight if not locked. Check any crates left on the floor that they have empty stickers on them. I call this my idiot check because it helps me find things I missed because I’m a tired idiot.

   10. On the flip side of doing things early is sending your crates back late. This is frowned upon by the general contractor typically and sometimes other exhibitors but if you can work it right, you’ll get your crates back faster on the dismantle saving time and money. As you’re setting your booth and crates become empty, the general contractor asks you to put an empty sticker on your empty crates so they can get them off the aisle. But the earlier your crates leave the floor the longer it will take for them to be returned to you after the show. They will be buried behind everyone else’s crates.  The longer you keep your crates on the floor the faster they will be returned. Another benefit is keeping your crates together so they come back all at the same time. If you can’t put your exhibit parts directly into their crates you’ll waste time moving pieces twice and probably have more damage. Once again, be care with this. If the contractor thinks you’re holding out on sending back your crates, you may get “special treatment” including waiting longer for your crates and extra damage.

The name of the game is being ready when the show opens. The more time you have to setup and prepare the better your show will go.