Shipping and handling your exhibit materials can be the most costly and confusing of all your major trade show expenses. Here’s the 411 on saving time, money and stress.
Freight:
- Goods or cargo carried by commercial transport
- Common class of transportation
- Express class of transportation
Freight is how exhibit materials get from your business to the show. Ship as far in advance as possible to avoid express rates. The show exhibitor handbook you receive from the show producer will include a section on freight and material handling, with shipping addresses, dates and times freight can be received, along with the contact information of the official show carrier. By using the show carrier, your material may get to the show floor with less stress, and fees are often discounted for the event.
Drayage:
- A charge for transportation and handling
Drayage may be your most expensive trade show expense. Drayage fees are charged by the company running the dock at the show venue and cover moving the goods from the loading dock to your booth, removing and storing your empty cases during the show, returning the cases after the show, then loading to transport for the next destination.
This charge is usually based on century weight, CWT, a shipping term based on 100 lb. loads. The industry average CWT, or cost per 100 lbs. is $75. If your materials weigh 35 lbs., your drayage would run $75; a 150 lb. exhibit would be $150.
A Plan for Shipping:
Factor shipping costs into your exhibit plan. When overlooked and left to the last minute, shipping can be a costly nightmare. Shipping is based on weight, size and packaging; compare apples to apples with a least three companies and get the quotes in writing.
Deadlines, Deadlines, Deadlines:
Include deadlines for collateral materials in your exhibit plan. Give yourself plenty of time to develop and ship literature. Have you priced 65 lbs. pop-up case shipping overnight? Trust me, it’s a shock. A good rule of thumb is three weeks out.
Ship Less:
Just because the expected attendance at a show is 3,000, doesn’t mean you need 3,000. Statistics show only 10-15% will be interested in your product or service. Less materials means less shipping (and drayage). If you do run out of literature, use the opportunity to create a follow-up appointment.
Don’t Ship at all:
You can rent anything anywhere. Exhibit rental has advanced to the point that you could walk any major show and not be able to tell the rentals from the customized. It’s quite the norm in major trade show cities such as Chicago, Las Vegas, and Orlando. You may even be able to negotiate the local delivery charge.
Dot your I’s and t’s:
Go over your invoices with a fine-tooth comb. A typo can send your charges through the roof. Know the total weight of your shipment, and check invoices at every checkpoint for continuity. Question surcharges not listed in the quote and resolve these issues before you leave the show floor.
From Biz2Biz NWA / September 2009 issue
By Ken Abernathy, Big Hats Consulting/ Fayetteville: Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas. Ken has more than 25 years experience in the tradeshow and event industry. Have a question? Email: ken@bighatsconsulting.com.
