Spring is an amazing time of year, filled with hope and promise. As we watch the world awaken from its winter slumber in full-colored splendor, our thoughts often go beyond budding trees and flowers to how we can gift this natural beauty to generations to come. Being good stewards of our planet affects everyone, including trade show and event marketers. What can you do to improve your focus on sustainability?
First, consider the environmental impact of using rentals as opposed to a full custom build. One way to make our environment a better place is to reuse materials wherever practical, a concept that fully lends itself to incorporating rental properties into your exhibit design. The display that showcases your brand today can be easily converted for use with an entirely different product, service or industry next week. As such, it might make sense from both a financial and environmental perspective to rent rather than own some or all of your properties.
Other considerations which may impact your design are the use of low-voltage lighting like LED solutions that draw less power but still enhance your visibility on the floor, digital messaging in lieu of static graphics to facilitate greater flexibility in targeted communication without the need to reprint signage every show and properties that can be constructed from recycled and/or recyclable materials.
Smart deployment of your properties can also have a significant impact on our environment, especially in terms of reducing fuel consumption and your carbon footprint. Wherever possible, opt for warehousing arrangements that are flexible and enable you to make the best use of geographic proximity when it comes to transportation to the show site. Also consider the use of lighter-weight materials like fabric and metal extrusion for framing, which will not only reduce your fuel needs but your drayage expense as well.
Global shows can be more complex, but you don’t have to give up an environmental focus on the international stage. Even if you’re exhibiting in parts of the world where build and burn can be the norm due to regional climate constraints, look to local trends that make use of what that market has to offer. Local consumption can reduce carbon emissions while at the same time making use of resources that can be both unique and impactful in the build process.
The decisions we make today can have a lasting impact on our environment. We can all be better stewards of this planet we call home.
Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™.