Once the decision has been made to become a trade show participant, one of the next steps is to find an exhibit supplier.

Most persons will go to the Yellow Pages or call someone who has been through this ordeal and ask for suggestions. Although these are not bad ideas, there are some important questions to be asked first.

• Why are you going to exhibit?
• Who are you trying to reach?
• What is the audience level of sophistication?
• Is this a major show?
• How much money do you have to spend?

There are several types of exhibit suppliers. Some are not in the exhibit business on a full time basis, while others work exclusively in the industry.

Many sign shops and printers have discovered that the exhibit business can bring them a little extra cash. Sometimes they are able to produce a passable product from a graphics standpoint -- but typically lack an overall design capability.

Graphic design companies often offer services to exhibitors. Many of them are quite good at designing an exhibit to meet your needs -- especially if they understand your purpose for exhibiting and who the audience will be. However, most don't have the expertise to to make structural and spatial recommendations.

Custom exhibit builders can be found in most major metro areas. These companies specialize in building exhibits of all sizes for a wide range of clients. In addition to fabrication, these folks will design your exhibit. Most offer graphic design, production, shipping, set up, dismantling, storage and refurbishing your display property. If you need cut-a-ways, see-throughs, or large moving parts in your exhibit, you probably need a custom supplier. They are truly full service and usually command a premium price.

Exhibit distributors, like custom builders, can be found in most areas. They usually represent one or more national suppliers of modular exhibits. These firms can offer many of the same services as the custom builders. Many have designers on staff, can handle your graphic needs from design to production and, in some cases, will assist in shipping, set-up, dismantling and storage of the unit for you. Although they sell ready-made products, most have the flexibility with their manufacturers to to create a custom look. In addition, some of these firms have rental and rebate-purchase programs. They can provide you with a wide range of product, including table top units. Cost can vary greatly depending on the product and services used.

Now that you see some of the options available, you have a better understanding of why the answers to the previous questions are important.

Let's look at some examples. If you are an automotive supplier who has developed a product that is a component of a larger assembly, you will likely want a working model to showcase your product. This is critical to your message, especially if you are attending a major automotive-related event. Most likely you will want the services of a custom exhibit builder. It is definitely worthwhile to spend the money to make a good first impression -- you don't get a second chance.

If you are a service firm attending an industry show -- or a local business exposition -- and are trying to reach a wide audience, you will probably find everything you need working with an exhibit distributor. They will be able to meet your exhibit, design and graphic production needs -- including some limited customization -- while working within your budget.

You may be talented enough to construct your own exhibit ( if you are, you are the exception ). Working with graphic design firms can be of assistance to you, as well as sign shops and printers. However it is important when working with one or more suppliers that someone be responsible for coordinating the right hand with the left hand.

Generally speaking, events with a sophisticated audience -- accustomed to attending shows -- will require working with custom houses and distributor firms. Although they are more expensive, they will give you a product you can be proud to call your own.

Matching your objective with your audience will determine the level of sophistication needed in your exhibit. Remember... your booth is a branch office. How do you want to be remembered?