Mar
7
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3/7/2012 10:22 AM
SURTEX exhibitors face a number of decisions, even dilemmas, as they prepare and design their booths. The answers depend on the kind of licensing company you are, whether you’re a one-artist operation or an agency representing multiple artists, what kind of art you have to offer, and what your ambitions and strategy are.
Display by Artist vs. Display by Theme
Generally licensees prefer presentations of artwork organized by category, like Holiday, Coastal, Lodge, and as licensing professionals we're supposed to make designers' lives easy. Naturally, artists love to have their art presented as a body of work, and this approach does offer a nice branding opportunity. We like both ideas and have books and iPads organized by both artist and theme; for our booth walls, we usually present by theme.
Unique Personality vs. Breadth of Art
Some SURTEX booths are amazing displays of individuality and charm. For the right licensee these booths are irresistible. The downside is that the booth may be pigeon-holed as having one "look," and could be passed by even if the exhibitor has other styles to offer. For a single artist, go for personality; others may consider a more universal approach.
Bold & Artistic vs. Communicating Information
An arresting display usually means taking up a lot of booth wall space for a single image. Which is cool. But the more space one image takes, the less imagery you can show and the less you can visually "say" about your company. We struggle getting the balance right. (Please send your solution to me at… just kidding.)
Visibility vs. Privacy
Getting a booth up front near the entry is great for exposure and for company ego. People walk by more often (though I've heard people swear it's good to be near the bathrooms for the same reason). Front & center can be more distracting, however, if you are trying to have productive working meetings with clients. SURTEX is on a scale that the vast majority of licensing professionals will walk the entire show, and many clients appreciate being out of the high traffic areas. We seem to like being near the front, maybe a row or two in. Not that you can do much about your booth position at this point, but something to think about for the future.
John Chester
www.wildapple.com
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