The Evolving Material Handling Model at Tradeshows

By Dave Brull, Vice President, Global Accounts at Kubik

The material handling, aka “drayage”, model for tradeshows is one of the biggest sore spots with exhibiting in North America. The old joke is; it costs more to move your freight from the dock to your booth than shipping it to the convention center in the first place.

One of the main reasons people visit the exhibit floor is to see what’s new and exciting. If companies are not able to bring their latest and greatest, then why visit the show floor at all? If people don’t visit the show floor, why exhibit or invest in sponsorship? I think you see where I’m going with this. It’s a vicious circle.

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