Cultural Differences in Approach to Trade Shows

Differences in how trade show displays are approached vary with the location: in South America, Europe and Asia it is much more common to have what is known in the industry as “build and burn” exhibits, which are exhibits which are fabricated and set up just for the life of the one show. In North America it is more common to have exhibits that are purchased, and then used many times for different shows before they are either re-purposed, or disposed of. In Europe, trade shows have much longer hours, and are more about having longer meetings and actually closing deals than in North America, therefore displays are built more to facilitate longer meetings, including more comfortable seating and hospitality such as food and beverages.

Scan launches mobile exhibition & retail solution

Scan launches mobile exhibition & retail solution

Mobile Exhibition Mobile Exhibition Mobile Exhibition

Scan Display, in partnership with Modulbox Germany, is now manufacturing the innovative Modulbox system locally. Scan will be launching the system at the upcoming Markex Jhb show, where it will be used to create the company’s stand.

Scan Display MD, Justin Hawes, says, “This modular ‘stand-in-a-box’ exhibition and retail solution won the innovation award at Europshop 2005 and was in the limelight when 10 Modulbox units toured 21 cities in Germany in the lead-up to the 2006 Soccer World Cup.”

Mobile Exhibition Mobile Exhibition Mobile Exhibition

Modulbox is perfect for roadshows, allowing companies to create a portable branded showroom that can be taken around the country to wherever their customers are. This makes it a cost-effective way to communicate with a widespread audience.

Each Modulbox can be custom-designed to a client’s specifications. They are easy to set up, making them ideal for events and exhibitions.

“Within the exhibition industry we have noticed that set-up times are becoming shorter and shorter. The Modulbox is therefore the ideal solution for exhibitors as it is in essence a portable exhibition stand which means the set up on site is very quick,” says Hawes.

By manufacturing the Modulbox locally, rather than importing the units, Scan is able to ensure that prices are kept competitive in relation to conventional exhibition stands.

Local manufacture also boosts skills development in the industry and Scan has plans to export these units in the future.

For more information, contact Gary van der Watt on +27 21 409 1200.