You’ve invested months preparing for the biggest trade show of the year. Your team is ready, and your brand message is clear. But as event day approaches, challenges start piling up.
Budget cuts slash your grand exhibit plans, logistical hurdles threaten to delay setup, and the competition seems to be stealing the spotlight. Sound familiar?
Trade show success is never guaranteed, but with the right strategies and a trusted partner, obstacles can become opportunities. Here’s how to turn the top 5 challenges into wins with our solutions for trade show exhibits.
Challenge 1: Budget Constraints
Many companies juggle budget constraints, which impact their ability to create the best event exhibits.
Trade show exhibitors agree that budget limitations are a significant challenge. The 2023 Economic Outlook Survey from EXHIBITOR magazine found that more than half of event exhibitors will not get an increase to their event marketing budgets for the upcoming year.
One solution is to use modular booth designs that can be reconfigured for different shows, reducing the need for new builds each time.
That’s why we here at Highmark offer modular solutions that allow flexibility and cost-efficiency, providing a reusable and scalable solution for various booth sizes and layouts.
Highmark’s Solution: Modular Booth Designs and Reusable Components
We specialize in modular exhibit designs that provide flexibility without the high costs of custom builds for each event. Our structures include scalable booth systems that can be adapted to different booth sizes and configurations.
This approach not only saves costs on materials but also reduces transportation and setup fees. Highmark’s modular systems are designed to be reused and reconfigured, allowing exhibitors to create fresh looks for different shows while maintaining a consistent brand presence.
Challenge 2: Logistical Headaches
A survey by Exhibitor Media Group revealed that 52% of exhibitors consider logistics one of the top three challenges they face, with an emphasis on shipping, storage, and on-site labor management.
CES 2023, one of the largest tech trade shows globally, faced significant logistical challenges with shipping delays and labor shortages due to COVID-19’s lingering effects. Intel, a major exhibitor, adopted a strategy of shipping materials well in advance and partnering with local logistics companies to avoid delays. Additionally, companies used local rental options for displays and AV equipment to minimize shipping requirements.
But here at Highmark, we take this preplanning and logistical headache off your hands.
Highmark’s Solution: Streamlined Shipping, Setup, and Local Partnerships
With a deep understanding of trade show logistics, we’ve mastered comprehensive management strategies, including pre-show planning, shipping, and on-site setup. We work closely with trusted logistics partners to ensure timely delivery and smooth setup, even under tight schedules.
Our event structures also include lightweight, easy-to-assemble components that reduce labor costs and setup times.
Rest assured that everything will be in place well before the show starts. Watch how we partnered with several different brands at the world’s largest construction expo – each structure being just as unique as the next. We worked with each brand to take the heavy lifting of logistics off their hands.
Challenge 3: Standing Out in a Crowded Space
At Dreamforce 2023, Salesforce implemented immersive, interactive experiences using augmented reality (AR) to grasp attendees’ attention. This approach allowed them to stand out by providing a unique engagement that differentiated them from competitors.
According to Event Marketer, the majority of event professionals believe that creating unique experiences is a must for standing out in crowded trade show floors.
We’re no strangers to this challenge, but we’re also no strangers to overcoming it. We did exactly that when we rocked out at EMS 2024.
Highmark’s Solution: Interactive Exhibit Designs and Experiential Marketing
We produce cutting-edge exhibit designs that can incorporate interactive elements like digital touchpoints, immersive experiences, and creative lighting.
Get A Modular Event Structure For Your Next Trade Show
Now picture this: the trade show floor buzzing with energy, your booth drawing in crowds, and your team confidently sharing your brand’s story—all while you effortlessly manage your budget, logistics, and technology.
Our customized experiential solutions can also include technologies like AR/VR integrations and interactive digital walls, helping brands create memorable experiences that stand out on a crowded trade show floor.
Leverage our expertise in creating immersive booth displays for trade shows — so that your exhibit captures all the attention.
Challenge 4: Sustainability and Environmental Impact
At the Greenbuild International Conference and Expo 2023, many exhibitors focused on sustainability by incorporating eco-friendly materials and reducing waste.
For instance, Interface, a global flooring company, showcased a booth made entirely from recycled materials, including aluminum frames and biodegradable fabrics. The booth’s modular design allowed for easy reconfiguration and reuse in future events, aligning with the company’s sustainability goals. Additionally, they utilized digital screens instead of printed brochures to further reduce their carbon footprint.
While many brand clients claim sustainability is a priority for 2025 events, their operations teams find it challenging to make it a reality. The high costs of creating a sustainable brand experience often exceed budget limits, leading operations managers to implement “sustainability best practices” where feasible, rather than fully taking eco-friendly measures.
But here at Highmark, it’s built into our DNA to reduce, recycle, repurpose, and reconfigure.
Highmark’s Solution: Eco-Friendly Materials and Sustainable Exhibit Practices
We are committed to sustainability. That is why we build our event booths using eco-friendly materials to help exhibitors reduce their environmental footprint.
Matt Andrews, SVP at Highmark TechSystems, emphasizes using recycled materials and a rent-or-lease model to support sustainability in event production. Andrews says, “For us at Highmark, we use steel and aluminum, which are the most recycled materials on the planet. Our outdoor structures are like Legos; they go together and come back apart.”
Our exhibits can also feature LED lighting, energy-efficient electronics, and digital displays to minimize waste from printed materials.
Our modular designs are not only cost-effective but also environmentally friendly, as they are reusable and reduce the need for single-use components. We can also guide exhibitors on sustainable practices, such as reducing energy consumption and recycling materials, helping you align your trade show presence with corporate social responsibility (CSR) goals.
Challenge 5: Keeping Up with Technology
Cisco Live 2024 showcased how exhibitors can utilize cutting-edge technology like facial recognition for personalized greetings and tailored content delivery at booths. Exhibitors such as HP used these technologies to capture data and optimize booth experiences in real-time.
The widespread use of technologies like AI, AR, and data analytics enhances the trade show experience. Your brand doesn’t want to be left in the dust – That is where Highmark can help your brand shine.
Highmark’s Solution: Incorporating the Latest Tech Innovations
Our modular event exhibits can accommodate high-tech elements such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) into their booth designs to create cutting-edge experiences. With the capability to showcase LED screens, the possibilities are limitless.
We’ll work with you to identify the best tech solutions for your goals. We’ll ensure that each exhibit is not only visually stunning but also functionally innovative and aligned with modern expectations.
Get A Modular Event Structure For Your Next Trade Show
Now picture this: the trade show floor buzzing with energy, your booth drawing in crowds, and your team confidently sharing your brand’s story—all while you effortlessly manage your budget, logistics, and technology.
This vision can be your reality. Here at Highmark TechSystems, we turn your trade show challenges into triumphs. From flexible, cost-effective designs to innovative tech and sustainable solutions, we’ve got the event structures that cover it all — for both indoor and outdoor settings.
Contact us to build your trade show exhibit for your next event.
