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Trade Show Budgets

2018 Technology Planning Tips

2018 Technology Planning Tips

Technology is one of our favorite topics at nParallel. We’ve been growing this area of our business for years now, and we’ve hired a new technology leader whose experience and passion for the industry is going to help us continue to revolutionize our digital integrations.

Technology isn’t a shoot-from-the-hip type of plan. It requires methodology and a team that can think right and left brained. Given all the emerging technology and digital work we do – from projection mapping to touch screens to technology integration work to apps and more – we have a few tips to share to help you continue to bring tech to the forefront and give it a seat at the trade show experience table.

Create a tech strategy 

It’s important to ask yourself when planning your trade show experience: what are we trying to achieve for our organization by attending XYZ trade show and how can we differentiate on the show floor with our customers? This question often can lead to developing an experiential strategy that is focused all around technology. Thoughtfully designed and implemented technology can visually pull trade show attendees from across the room to your exhibit. A tech strategy can help define how to bring your target customer to your exhibit, determine and develop what will cause them to stay engaged at your booth, and will help make your experience memorable for them.

Lean on your trade show partner, a lot

At nParallel, we believe that we are responsible for much of our client’s success on the show floor. We believe in defining the exhibit, designing the experience, and delivering – above and beyond – for our clients. And this includes technology. We are our client’s partner and designer to ensure that the technology is exactly what they need and when they need it. Our clients trust us to come up with the ideas and implement them on their behalf. So, lean on your trade show partner for everything related to technology. That’s what we’re here for! To make you look good – and technology-wise, differentiated and a cut-above.

Budget for technology

It’s important to add a technology line to your trade show budget. When creating your annual budget and plan, talk to your trade show partner - they should be able to give you a rough percentage or number based upon your exhibit’s goals to allocate into the budget. We help our clients with annual trade show planning and help them earmark an amount that allows them to stand out on the trade show floor and create an experience that truly engages their customers.

Let us know how we can help – we’d love to tell you all our ideas about how you can stand out on the trade show floor.

Timelines and Budgets


Timelines and Budgets

We have partnered with countless successful companies and executed upon thousands of trade shows. Our line of business allows us to witness trends in the industry and two trends we’re seeing is the increasing costs of trade shows all while the associated timelines are growing shorter. With these two realities working against companies, it is crucial for organizations to plan and prepare ahead of time by building a timeline and budget appropriately, and we’re here to help.

Importance of a timeline

As Benjamin Franklin once said, “if you fail to plan, you are planning to fail,” and this couldn’t be truer for companies working hard to participate in a trade show event that could launch them into further success within their industry. Unfortunately, companies without a sufficient and known timeline are often rushed and forced to make decisions. Instead of having the time to ask the “why” behind the what, companies are obligated to make decisions more quickly than they’d like – which can be costly to their organization.

Mapping out a timeline for each trade show event will ensure to optimize the company budget. nParallel has found that timelines, in general, are getting shorter. The time to design, engineer, fabricate, and execute is expedited as a result, and companies often find themselves rushing into more expensive decisions.

Creating a timeline

At nParallel, we like to partner with our clients to create a schedule and timeline well in advance of an event. Unforeseen glitches can happen, and so we are firm believers in timelines that offer leeway in the schedule to allow sufficient margin. So, when creating a calendar, make a generous one. We suggest beginning the timeline a year before the event and starting the process with S.M.A.R.T. goals. Companies should discuss their goals and objectives on the front end so they can understand their priorities and be prepared to make decisions in-line with them when the time comes.

Creating a budget

When setting a budget, there are many things to consider. Trade show costs can vary from year to year, especially if there is a show relocation. Right along with the timeline, budgets should be created a year in advance to research and prepare for all the different financial plays a trade show demands.

The biggest area that we see companies forget to add to their budget is drayage. Let us quickly give you a synopsis of this so you can be sure this is in your budget for next year.


Drayage is the transportation of the exhibit. The detailed work it takes to move hundreds of thousands of pounds of freight and material to an event is vast. The proper understanding of what exactly drayage encompasses will help companies get ahead in eliminating unnecessary overhead and reduce trade show costs.


A big part of the drayage cost is in labor. Every step of the process takes workforce. From directing the material-handling process from one place to another to checking shipments as they arrive - there are always people making the process happen. Labor costs associated with drayage are determined based on where shipments are delivered. Surveys have discovered that labor costs are lower when companies ship directly to the show site versus to the advance warehouse.


It goes without saying, but the heavier materials are, the higher the cost will be to handle them. The type of packaging used is also key, as some are cheaper than others because they’re easier to handle and lighter. The kind of transportation carrier used is another reason prices tend to increase. A specialized carrier is going to cost more than a standard carrier.

With 2018 quickly approaching, please don’t hesitate to reach out to us if you’d like to talk through timelines and budgets. The process can be daunting, but our team is always ready to have timeline and budget conversations.