session 62015 the @show experience: understanding the ......global experience specialists (ges) 1...
TRANSCRIPT
![Page 1: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/1.jpg)
SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM
C T S M R E Q U I R E D S E S S I O N
SESSION 62015
eTrak Online Session | JUNE 18, 2015 | 2PM ET, 1PM CT, Noon MT, 11AM PT
The @show Experience:Understanding the Essentials of Exhibit
DesignERROL AHEARN
All Materials Copyrighted by EXHIBITOR Magazine / Errol Ahearn© 2015 Rochester, MN
PRODUCED BY EXHIBITOR MEDIA GROUP
![Page 2: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/2.jpg)
1
62015
The @ Show ExperienceUnderstandingthe Essentials of Exhibit Design
ErrolAhearnVP, Global Design
Global Experience Specialists (GES)
1
ELC #1 The Big IdeaThis coursewill examine the origin and the essentials of exhibit designideas. How does a company’s corporate culture, position in themarketplace and brand help to design the exhibit?
ELC #2 Function & DesignThese twowords will be forever linked when you discuss exhibit design.Learnwhy.
ELC #3 The Lead DesignerThere is one personwho is ultimately responsible for an exhibit’s design.This is a very specialized discipline and empowering the designer in charge(and his team) is a critical measure.We will examine someof theattributes to look forwhen evaluatinga design talent.
Essential Learning Components
2
![Page 3: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/3.jpg)
2
ELC #4 What should a new exhibit cost?There are industry averages to design and fabricate a customexhibit. ThisSeminarwill review the current cost per Square foot for three ranges ofexhibit design development. Learn howmuch your budgetwill buy.
ELC #5 BTW! (Beginning to Worry!)Somenew exhibitmanagers are surprised to learn the true cost ofowningand deployinga customexhibit. Learnwhat these costs are andwhy you can’t avoid them.
ELC #6 Human factorsExhibits are build for people…important people…our customers. Butmost exhibits seem to built for corporate egos. Find outwhy this isusually always thewrong thing to do.
Essential Learning Components
3
ELC #7 Lighting 101Find outwhy lighting can be single biggest factor in your exhibit.We’llalso examine and discuss common techniques and terms in lighting.
ELC #8 Designed for easy I+DToday’s customexhibitsare lighter,more durable and easier to set upand dismantle.We’ll look at trends and future ideas on this topic.
ELC #9 Built to last?What’s the average life cycle of a corporate exhibit property?We’lllook at the numbers.
Essential Learning Components
4
![Page 4: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/4.jpg)
3
ELC #1 The Big Idea
Where do good exhibit ideas come from?
A. Only from custom exhibit houses
B. Your boss
C. Cocktail napkin sketches
D. You, exhibit or marketing manager
5
ELC #1 The Big Idea
UNDERSTANDWhy?The budgetMarketing needsDemonstrationFunctional needsMissionVisionIdentity
COMMUNICATE
Communicate
Empower
Delegate
ImmerseHow you do this will drive the solution.
+
6
![Page 5: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/5.jpg)
4
ELC #1 The Big Idea
Starting the process• Define core team• Define goals, visions and past problems• Compile objectives• Create timelines and agendas• Gather “must have” graphic resources• Fill out design and marketing criteria• GOAL: Design by objectives
7
Balance
• Brand Identity• Tactical Needs• Human Interaction
8
![Page 6: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/6.jpg)
5
ELC #1 Brand Identity
“An emotional connection that you getwhen you experience the brand.”
Wiki Definition
9
ELC #1 Tactical Needs• Usually a list• Found in an RFP• Must be complete
10
• How do you conceive:• Written scenario• Mind Mapping
![Page 7: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/7.jpg)
6
ELC #1 Human Interaction
11
ELC #2 Function & Design
Five things to bring to your Big Idea meeting
1. Function& Design2. Budget3. Design and marketing criteria form4. The demo5. Physical Elements
12
![Page 8: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/8.jpg)
7
ELC #2 Function & Design
• These two words are forever linked• In new exhibit development, one does not
exist without the other
function \ (fen (k) shen \ n [Latin] :Designed for a particularwork intended.
design \ (di zin) \ vb [Fr.] :to devise for a specific function
13
14
![Page 9: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/9.jpg)
8
15
ELC #2 Budget
1. Howmuch exhibit will your budget buy?2. ELC #4 will detail3. Don’t hold cards too closely4. Must share this information5. Designing a Ford Focus or a Ferrari?
16
![Page 10: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/10.jpg)
9
ELC #2 Budget (example= Corporate ID)
17
ELC #2 Design and marketing criteria form
• Any exhibit is a large marketing tool• Ask questions
What is the competition doing?
What are our goals?
How will we show Corp ID?
What are the objectives? How many leads?
What will we demo?Should we show all products?
Demo 1-on-1 or in small groups?Storage room/Meeting rooms?
18
![Page 11: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/11.jpg)
10
ELC #2 The Demonstration
• The reason that most companies exhibit• A live audience of buyers• Control over presentation elements
19
ELC #2 The Demonstration
20
![Page 12: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/12.jpg)
11
21
22
![Page 13: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/13.jpg)
12
23
24
![Page 14: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/14.jpg)
13
25
ELC #2 The Physical Elements
• Venuemay affect design• Facility or showmanagement• Height restrictions• Odd configurations• Utility service entrances
26
![Page 15: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/15.jpg)
14
ELC #2 The Physical Elements
27
2.5 The Physical Elements
28
![Page 16: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/16.jpg)
15
Remember…
• Have you accounted for all functions?• Are there any special wants?• If you add stuff later it will:
• Cost time• Cause delays• Cost more $$$
29
ELC #3 Know Your Team
• Several important people to know• Designers are important parts of yournew exhibit team
• A common thread• 3.1 Lead Designer• 3.2 Team Interests• 3.3 Team Experience
30
![Page 17: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/17.jpg)
16
ELC #4 What Should it Cost?
• Every exhibit is unique• Each has different costs• EXHIBITORmagazine• New Properties Projects• Description, price, industry• Average cost per square foot (psf)• Good / Better / Best
31
ELC #4 ‘Good’ Exhibit Cost$140 psf
• Custom exhibit pricing starts here• Lower Budget? No can do custom• Consider portable or Modular• Previously owned
32
![Page 18: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/18.jpg)
17
ELC #4 ‘Good’ Cost
What can you expect?• Solid, well thought out design• Good documentation• Corporate ID, usually not all graphics• Wood and laminate, standard finishes• Line voltage• “Bell & whistles” are avoided
33
‘Good’ Cost Custom Exhibit Example
34
![Page 19: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/19.jpg)
18
ELC #4 ‘Better’ Cost $150 psf
What can you expect?• Computer animated fly thru• More progressive design• Newmaterials and applications• Low voltage lighting, cool fixtures• Rear illuminated techniques• More curvilinear, less rectilinear• Metals, fabrics, Euro style finishes
35
‘Better’ Cost Custom Exhibit Example
36
![Page 20: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/20.jpg)
19
ELC #4 ‘Best’ Cost $200+ psf
What can you expect?• Usually superstructures• Full computer animated fly thrus• Elaborate stage productions• Complex lighting design• Possible two story structures• Much, muchmore
37
‘Best’ Cost Custom Exhibit Example
38
![Page 21: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/21.jpg)
20
ELC #5 BTW! (Beginning toWorry)
• Important subject• Other costs beyond the exhibit structure• Must understand these costs• It is possible to design an exhibit that youcannot afford to deploy
39
ELC #5 BTW! (Beginning to Worry)
• It is possible tomitigate thesecosts?
• Some, not all• Average exhibitbudget share
Exhibit space30%
Exhibit design20%Show services
15%
Transportation10%
Travel & Entertainment
18%
Advertising & Promotions
5%
Other2%
40
![Page 22: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/22.jpg)
21
ELC #5 Space Cost
• Cost of concrete• Rent for 6 7 days• Expensive and going up• Little to no chance to negotiate• Leverage maximum height• Air space above• Variances
41
ELC #5
Space Cost
42
![Page 23: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/23.jpg)
22
ELC #5 Show Services
Many things can be done from a designperspective to control costs
Drayage Installation
STORAGEShipping
Dismantling
Electrical
43
ELC #5 Show Services
• Drayage• Eliminate CWTs• Save $• Aluminum vs. steel example• Fabric vs. wood
• Documentation= I&D savings• Pre wire when/where possible
44
![Page 24: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/24.jpg)
23
ELC #5 Exhibit Design and Construction
• We already know the costs• Don’t forget about refurbishment• Cost of ownership is 20 25% of the newconstruction costs per year
HANDLINGRefurbishment
Storage
Insurance
45
ELC #5 Transportation
• Freight pricing is traffic based• Based on cubic displacement, not weight• Design to consolidate cubes• K.D. means “knock down”• Nesting• Nothing over 96” tall
46
![Page 25: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/25.jpg)
24
ELC #6 Human Factors
• Exhibits are built for people• Important people• Must be comfortable• If not, no opportunity
47
ELC #6 People Space• Small Zone• If not, very uncomfortable• Claustrophobia• Xenophobia
48
![Page 26: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/26.jpg)
25
ELC #6 People Space
49
ELC #6 Sense of Touch• Consider everything• Hands• Feet• Fannies
50
![Page 27: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/27.jpg)
26
ELC #5 TheMessaging Zone
• A narrow band• Slightly above eye level• Slightly below eye level• Virtually all visual information• Regardless of distance• Position info within the zone• Graphic hierarchy
51
Graphic Hierarchy
WHO (hero)
WHAT (identification)
WHY (point of demo)
52
![Page 28: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/28.jpg)
27
Graphic Hierarchy
53
Graphic Hierarchy
54
![Page 29: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/29.jpg)
28
ELC #6 TheMessaging ZoneVOLUME OF THE MESSAGEHow much information and where?
55
ELC #7 Lighting 101• Singlemost important design element• Why?
• Creates a sense of drama• Basic component to draw attention• Creates optimumviewing circumstances• It can even influencemood
56
![Page 30: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/30.jpg)
29
ELC #7 Lighting 101• Ampere or amp (not a watt)• Backlit• Cast• Edge lit• Fiber optic• Flood• Focal length• Gel• Gobo• LED
57
ELC #7 Lighting 101• High voltage• Line voltage• Low voltage• Lumen• Neon• Pierce cut• Shadowbox• Spot (Ex. LEKO: Standard theatrical spotlight)• Wash (Ex. PAR: Parabolic AluminizedReflector)• Automated “Intelligent” Lighting Fixtures
58
![Page 31: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/31.jpg)
30
Automated Lighting in Exhibits
59
Automated LightingPlan
60
![Page 32: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/32.jpg)
31
ELC #8 Designed for easy I+D
• Nice work, You have a nice exhibit.• Design isn’t finished
• You need to know consolidated cubes• Estimated crate count and weight• Add 10%• Set up drawings• Dismantling instructions• Digital photographs are very helpful
61
ELC #9 Built to last?
• How Long Should it Last?• Forever?...Quit dreaming!• Normal wear and tear• Life cycle• Change of marketing• Depreciation
Years
Dol
lars
Five Year Depreciation
62
![Page 33: SESSION 62015 The @show Experience: Understanding the ......Global Experience Specialists (GES) 1 ELC #1 The Big Idea This course will examine the origin and the essentials of exhibit](https://reader034.vdocuments.site/reader034/viewer/2022051809/600fae802c0c4509746dda09/html5/thumbnails/33.jpg)
32
Appendix• See separate Word document >
Exhibit design and marketing criteria.doc
• See separate PDF >An Essay on Mind Mapping.PDF
• Errol Ahearn bio >Next slide
63
Speaker Bio
The International Association of Exhibitions and Events (IAEE) Outstanding
Achievement in Industry Leadership Award
The International Business Award’s (IBA) Creative Executive of the Year
The Exhibit Designers & Producers Association (EDPA) Designer of the Year
Fashion Institute of Technology (FIT) Star Award for his generous support to the next
generation of exhibit designers
Errol Ahearn is VP, Global Design forGlobal Experiences Specials (GES)andmanages a networkof designerswho focus on large accounts invarious tradeshow, exhibition and event industries. He also serves as oneof the GES subjectmatter experts on the design and engagement trendsin the exhibit industry. Errol haswon several awards including:
64