American Library Association Annual Conference & Exposition

ALA Annual Conference Exposition Frequently Asked Questions

A Primer for First Timers and Old Timers who think they know it all.

Are you a first-time exhibitor or an exhibit manager newly assigned to plan your company’s participation in the ALA Annual Conference? If your answer is “yes”, than this information is for you!

If you are an experienced exhibit manager, and an ALA Annual Conference veteran, you may still want to review the following information to ensure you are getting the most out of your exhibit experience at the ALA Annual Conference.

If you have any information or need further information, please contact Hall-Erickson at 630/434-7779, ala@heiexpo.com.

Table of Contents

Who to Call for Help

1. What is “The Stacks”?
2. What is included in my exhibit space rental?
3. What other exhibit and promotion costs will I have?
4. What are the show colors?
5. How many attendees are expected at this show?
6. How can I attract attendees to my booth?
7. I’m a new exhibitor, what special promotional programs are in place for me?
8. How do I promote the appearance of authors in my booth?
9. What are typical exhibiting goals for this show?
10. How should I design and organize my exhibit?
11. Are there any display rules I need to be aware of?
12. Who should staff my booth?
13. How can I train them?
14. How do I get badges for my exhibit staff?
15. Are there special hotel and airline rates for exhibitors?
16. How can I invite guests to visit my booth?
17. When can I set up my exhibit? When must it be completed?
18. Do I need to use Union personnel to install my exhibit fixtures at McCormick Place?
19. How much literature should I bring?
20. Where should I ship my exhibit materials: in advance to the warehouse, or direct to the convention center?
21. Can I deliver my exhibit materials to the McCormick Place myself?
22. What is a bill of lading?
23. What is drayage and cwt? Are there ways to save money?
24. Is there security provided for my booth?
25. Should I insure my exhibit materials?
26. If I have a problem during installation, the exposition, or dismantle, who do I see?
27. What is the show schedule?
28. Does the show offer a lead follow-up system for exhibitors?
29. When can I begin dismantling my booth? When must I be completed?
30. Is my exhibit material safe once I turn in my bill of lading?
31. How should I evaluate my exposition participation?
32. Can I reserve my 2010 exhibit space before leaving this year’s show?
33. Can I reserve my housing for future conferences before leaving this year’s show?

Glossary

In Conclusion

Who to Call for Help

We know that direct, early contact with Exhibition Management can be the key to your success as an Exhibit Manager. Never hesitate to ask a question or call to verify information. Each question answered in advance is one less problem to be solved on-site. We look forward to working with you on a successful show!

Click here to view the table of contents for the manual.

Advertising in ActionAd Booklet, Conference Program, Exhibit Directory & Buyers Guide, and Cognotes	ALA Corporate Membership
Rich Widick, Kevin Fields or Dawn Murray 877/252-5180; 630/434-7779 ala@heiexpo.com	Joan Claffey 800/545-2433, ext. 2428; 312/280-2433 jclaffey@ala.org Click here to link to more information on ALA Corporate Membership.
Exhibit Rules and Regulations	Donations and Sponsorships
Paul Graller 877/252-5182; 630/434-7779 ala@heiexpo.com	Deidre Irwin Ross 800/545-2433, ext. 3219; 312/280-3219 dross@ala.org
Exhibit Space Assignment	Exhibit Space Invoicing and Payment
Kevin Fields, Rich Widick or Dawn Murray 877/252-5180; 630/434-7779 ala@heiexpo.com	Molly Sasajima 800/545-2433, ext. 3228; 312/280-3228 msasajima@ala.org
Exhibitor Badges	Exhibits Round Table (ERT)
Experient Hena Anwaya 847/996-5414 alaexh@experient-inc.com	Deidre Irwin Ross 800/545-2433, ext. 3219; 312/280-3219 dross@ala.org Kathy Young (Chair) 248/699-8364 kathy.young@cengage.com Learn more about the Exhibits Round Table and how you can be involved! Click here to link to their website.
Meeting Space	Program Listings
Michelle Visel 800/545-2433, ext. 3225; 312/280-3225 mvisel@ala.org	Karee Williams 800/545-2433, ext. 3221; 312/280-3221 kwilliams@ala.org
Housing	Other Exhibit Questions
Experient Hena Anwaya 847/996-5414 alaexh@experient-inc.com	Doris Brown / Paul Graller 877/252-5182; 630/434-7779 ala@heiexpo.com

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1. What is “The Stacks”?

The Stacks \’sta ks\ noun:

• A place of discovery.
• An integral part of the library.
• The ALA Exhibits… an integral part of the Annual Conference that holds all that is new… new technology, new publications and new services.

Again in 2009, ALA will be making a concentrated effort to raise awareness of the exposition within the library community and among members that attend the Annual Conference. To that end, ALA has “branded” the exposition as “The Stacks.” You will find the new logo throughout promotional and marketing materials for both attendees and exhibitors.

We encourage all exhibitors to use “The Stacks” logo, and the custom logo of this year’s conference. We encourage all exhibitors to use this logo in their promotional pieces for the Annual Conference.

Click here to download the Annual Conference logo.

Click here to download “The Stacks” logo.

Please note that the ALA logo, “The Stacks” logo, and the custom logo of this year’s Conference are the property of the American Library Association and may not be used unless it is the intent of the exhibitor to use the logo for the sole purpose to promote the Conference in good taste. All use of the logo requires written approval of Show Management.

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2. What is included in my exhibit space rental?

Exhibit space rental includes a drape background 8’ high along the back wall with side rails 33” high and one (1) identification sign 7” x 44” showing your company name and booth number. Other services include:

• Credentials for your full-time exhibit personnel.
• Complimentary listing in the Exhibit Directory & Buyers Guide.
• Inclusion in the On-Site Exhibits Locator and the ALA web page.
• Access to the registration data base for pre-show and post-show mailings.
• Access to online VIP Invitations for you to invite your customers and prospects to visit the exhibits for free.
• Use of the Press Center for the distribution of Press Releases and Kits.
• Removal, storage, and return of empty boxes, cartons, crates, and skids.
• Carpeting of all aisles in the exhibit hall.
• Twenty-four hour general hall security.
• For the Small Press area, your exhibit space rental includes carpet and one draped table.

Please note that material handling (shipping/drayage) is not included with your booth. See questions 21 & 22 for more information on shipping and material handling. All other items can be ordered through the Official Contractors. If you have any questions regarding your participation in the ALA 2009 Exhibits, please contact Exhibition Management at 630/434-7779, e-mail: ala@heiexpo.com.

What other items may I need to purchase?

Item	Description	Advance Order Prices* (estimate only)
Booth Vacuuming	Vacuuming one time each day. Please refer to the GES labor order forms.	$132 for 10×10 for four days
Carpeting	All exhibit booth floors must be covered. Exhibitors may bring their own floor covering, or rent carpet from GES. Please refer to the carpeting order forms.	$135.20 for a 10’ x 10’ standard carpet.
Electricity	Show Management does not provide electricity. Please refer to the electrical service order forms in the Focus One Exhibitor and Utility Ordering Guide.	$89.00 for a 120 V/500 watt outlet
Lead Retrieval	It is recommended that all exhibitors rent a Lead Retrieval unit to collect and store sales leads.	Various options available. Visit www.experient-inc.com for more details.
Material Handling	If you ship a booth to the warehouse or directly to the McCormick Place, you will be responsible for the Material Handling fees associated with the movement of your freight within the hall. The final cost is based on the weight of your freight. Please refer to the GES material handling order forms.	$76.95 (Advance Crated rate) and up per hundred pounds cwt.
Pipe & Drape	Burgundy and peach pipe and drape is provided to all exhibitors with at least one back wall. The back drape is 8’ high and the siderail is 3’ high. Specialty pavilions will have burgundy backwall and siderail drape. The small press area will have light grey backwall and burgundy table skirts.	Included with your space, if not an island booth.

* All rates at advance pricing amount. Rates may be more for additional services (e.g., 24 hour power), and will be higher for show site orders, or orders placed after the advance pricing deadline date.

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3. What other exhibit and promotion costs will I have?

On average, your space rental represents about 40% of your total investment in a trade show. Other costs include personnel, advertising & promotion, entertainment, booth construction, shipping and exhibit support services.

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4. Show Colors

• Backwall Drape: Light Burgundy / Peach
• Siderail Drape: Burgundy
• Aisle Carpet: Pepper

Specialty Pavilions

• Backwall Drape: Burgundy
• Siderail Drape: Burgundy
• Aisle Carpet: Burgundy

Small Press Area

• Backwall Drape: Grey
• Table Skirts: Burgundy
• Booth Carpet: Burgundy

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5. How many Attendees are expected at this Show?

For a history of past Annual Conference attendance, visit the ALA Exhibitors Page.

When trying to determine the number of attendees interested in your product, use the buyer profile information provided in the Exhibitor Prospectus indicating the audience profile, buying power and planned expenditures. This will allow you to calculate an estimated number of prospects for your company and help you in determining the amount of exhibit space required, number of booth staff, quantity of literature, etc.

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6. How can I attract ATTENDEES to my booth?

You’ve reserved your booth space, you’ve shipped your materials. Now all you have to do is show up. Right? Not quite. The ALA is conducting an extensive attendance promotion program to bring qualified personnel to the exposition, but it will be your responsibility to get them to your booth. This can only be accomplished through an effective program of pre-show promotion to your target audience.

Good pre-show promotions typically include an integrated program of direct mail, advertising, telemarketing, and public relations. The following promotion tools are available exclusively to exhibitors:

• “Visit the Exhibits” Invitations
• Meeting Logo and “The Stacks” logo
• Listing on the ALA Web Site and On-Site Product Locator, and in the printed Exhibitions Guide
• Advance Registration List
• Into the Stacks ActionAd Coupon Booklet Advertising
• Annual Conference Final Program and Exhibit Directory & Buyers Guide Advertising
• Cognotes Advertising

Remember, your exhibit marketing program must begin long before the first attendee enters the exposition. The Center for Exhibition Industry Research (CEIR) reports that 76% of trade show attendees leave home already having decided which booths they want to visit. Make sure you are on their “must visit” list-start planning today!

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7. I’m a new exhibitor, what special promotional programs are in place for me?

ALA is making a concerted effort to give more visibility for first time exhibitors. Each first time exhibitor will receive a sign for their booth that says “First Time Exhibitor.” Additionally, signage will be placed by the show entrance promoting the companies who are first time exhibitors.

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8. How do I promote the appearance of Authors in my booth?

ALA offers many ways to promote the appearance of authors in your booth. Scheduled appearances by authors, illustrators and celebrities can be scheduled anytime during the exhibit hours. Click here for more information.

You may want to post a sign at your exhibit announcing the appearance schedules of your guests. Publishers are encouraged to make celebrities’ books available for autographs and distribution. For exhibitors who want to avoid scheduling guest appearances at the same time as major programs of the American Library Association, check the “Conference Preview” in the April Issue of American Libraries.

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9. What are typical exhibiting goals for this show?

Exhibiting goals should complement your corporate marketing objectives. Since exhibiting is probably one of several marketing communication vehicles your company uses, the goals you set should help to accomplish your overall marketing plan.

Like most shows, one of the purposes of the Annual Conference Exhibits is to stimulate sales within the library marketplace for your company. However, the ALA Exposition is considered more of a “contact” Show than an “order writing” Show, meaning that exhibitors use their participation to identify new prospective customers for future follow-up, while also maintaining direct contact with their current customers.

It is unlikely that you will “close” a great deal of business on the Show floor. Rather, it will be necessary for you to collect good information on the prospects you meet at the Show, and to have an effective system of sales lead follow-up in place.

Besides increasing sales and writing orders, other exhibiting goals can include:

• To provide customer service and handle complaints from current clients;
• To enhance your corporate image and maintain industry identity;
• To acquire new sales representatives and distributors; or
• To perform market research on a new product or program.

Each one of these goals is an important aspect of your exhibit plan, and all are important to your organization. Before heading to the Show, be sure to determine the specific end results you want to achieve and then use the SMART formula to set measurable goals for your exhibit team:

Specific

Measurable

Attainable

Realistic

Time Framed

The key to successful exhibiting is knowing where you want to go and having a game plan to get there. Be specific!

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10. How should I design and organize my exhibit?

The whole issue of how exhibits communicate with an attendee is a complex one. It involves many design elements including color, words, light, sound, marketing messages, and incentives all in three dimensions and real time. It is a face-to-face experience that has impact far beyond the scope of print advertising or direct mail, and can create an image of your company with a prospective customer that is memorable for months, even years. No matter how large or small, the basic messages your exhibit must communicate clearly and quickly are (1) who you are, (2) what you do, and (3) how you can help. When planning your exhibit design, ask yourself the following questions:

• What type of business are we in?
• What is our corporate image? Do we want to change it?
• What is our product position in this marketplace?
• What are the key benefits in our product message?
• What do we know about our target markets at this Show?
• What is the single focused message we want our exhibit to communicate?

Once you have answered these questions and determined your message, there are a number of sources available to help you in designing and organizing your exhibit. We suggest you contact EXHIBITOR Magazine at 507/289-6556, www.exhibitornet.com or the Trade Show Exhibitors Association at 312/842.tsea (8732), email: tsea@tsea.org, www.tsea.org for a list of display builders. GES Exposition Services can also assist in this process. Contact them at 800/475-2098, www.ges.com.

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11. Are there any display rules I need to be aware of?

Yes. The American Library has adopted Exhibit Guidelines & Regulations that are endorsed by each of the major exposition industry associations (IEA, EDPA, IAEM, and ESCA). Please note that the display rules used by ALA have been revised by the Exhibits Round Table Executive Board at the 2001 Spring Board Meeting. These display rules are outlined in detail in your Exhibitor Services Manual and must be adhered to on-site, or your display may have to go through costly alterations before the Show opens. The display rules are not meant to limit your ability to showcase your product, but rather to ensure each exhibitor an equal opportunity, within reason, to present their product or service in the most effective manner to the audience. The exhibitor’s responsibility can be summed up quite simply as “Be a Good Neighbor.”

Your agreement to abide by these display rules is a part of the space contract, and they will be strictly enforced by our Floor Managers at Show time.

Additionally, exhibitors should be aware of the following new rules in place for all future ALA Exhibits:

• Exhibitors are prohibited from showing or advertising products or services which in the opinion of ALA are primarily aimed at other exhibitors.
• Exhibitors are prohibited from distributing at the convention center advertising or promotional materials for entities other than the registered exhibitor unless special permission is obtained from ALA (e.g., for combined booth space or small exhibitors.)
• Exhibitors are prohibited from any form of advertising or solicitation at the convention center outside of the exhibit booth space and from door drops or advertising signage at ALA-contracted conference hotels, without the advance written permission of ALA.

If you have any questions, please contact someone in advance. Show Management is happy to review photos or floor plans in advance of the show during your planning process and before you start to construct your display. It is better to do this review before move-in, as changes on-site can be costly.

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12. Who should staff my booth?

Anyone who has ever had the misfortune of sending the wrong people to staff an exhibit knows the awful truth: your booth staff can make or break an exposition. Selecting the right people can make your trade show effort a big success, but how do you pick the right team? There are six factors to consider when selecting the right team to work your exhibit: Personality, Attitude Toward Shows, Previous Performance, Product Knowledge, Sales Territory, and Trade Show Experience. Exhibit selling is a high intensity, people-to-people activity, and successful candidates must like people. Effective booth staffers are knowledgeable, enthusiastic, and easy to talk to. Evaluate your booth staff on these factors and build your “dream team” well in advance of the Show.

How should they be scheduled?

When preparing your exhibit staff schedule, remember that a hard working salesperson can be effective for about four hours a day. Even with a periodic refreshment break, the physical and mental strain of exhibit selling can take its toll. During the ALA Annual Conference and Exposition, try to work with two teams. Make sure they arrive at least 15 minutes early and stay 15 minutes late each day, and ask them to schedule appointments with current customers during slow hours or when they are not on booth duty. Meetings with current customers will be more effective during slower times, while the busy times can be saved for aggressive prospecting.

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13. How can I train them?

If you want to increase the effectiveness of your exhibit program but have very limited financial resources, spend your money on training! This is arguably the most important aspect of any exhibit. Booth staffers must understand that trade shows are not sales calls. Selling at an exposition is different and the biggest factor is time. Your staffers must understand the four skills required in exposition selling-(1) Welcoming the visitor, (2) Qualifying the visitor, (3) Presenting your needs fulfillment solution and (4) Closing and commitment-and use them effectively in a matter of minutes. Making the commitment to train your staff is a monumental step towards increasing your return on investment. We suggest you contact EXHIBITOR Magazine at 507/289-6556, www.exhibitornet.com or the Trade Show Exhibitor’s Association at 312/842.tsea (8732), email: tsea@tsea.org, www.tsea.org for a list of professional exhibit trainers.

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14. How do I get badges for my exhibit staff?

To register Exhibit Booth Staff click here.

Exhibitor badges provide your personnel with:

• Access to the exhibit hall during the installation and dismantling periods.
• Early entry to the exhibit hall on exposition days.

Badges are non-transferable. For questions regarding your exhibitor badge registration, please call:

Experient
Hena Anwaya
847/996-5414
alaexh@experient-inc.com

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15. Are there special Hotel and airline rates for exhibitors?

Yes! Experient is ALA's travel management company for both hotel and airline reservations. As an ALA exhibitor, you are eligible for special airline and hotel rates.

Online Exhibitor registration and housing is open. Exhibitor contacts should have received their USERID and password information. A USERID and password are required to access the exhibitor registration and housing website. If you did not receive this information, please contact Hena Anwaya at alaexh@experient-inc.com.

Click here to download the Hotel Map & Rates. Note: the deadline for Exhibitor Housing requests is April 30, 2009.

General hotel reservation requests will be accepted until June 30, 2009 5pm CST subject to availability. A list of selected hotels and their rates is available above. Rates are quoted for the room, not per person, and all rooms are assigned on a first-come, first-served basis. Special rates are available only when you book directly with the ALA travel desk. All rooms are subject to applicable hotel tax. Make sure to give accurate dates of arrival and departure for everyone occupying the requested room. Please note that the ALA travel desk does not assume responsibility for pairing guests for double occupancy or in multiple housing units. After April 30, 2009 the ALA travel desk will continue to make reservations on a space available basis only (i.e., book early to get the hotel of your choice).

Exhibitor Travel/Transportation

For information on special air fare discounts please contact the following:

Experient at 800/621-1083
847/996-5846 (Outside the U.S. & Canada)
Email: airtravel@experient-inc.com
8:00 a.m. to 5:00 p.m. CST, Monday through Friday

Click here to visit the ALA Travel Information page.

This page includes information on:

• Airline Reservations and Discount Information
• Train and Bus Travel to Chicago, IL
• Rental Cars
• Public Transit / Taxis / Free ALA Shuttles

Shuttle Bus Service-Sponsored by Gale Cengage Learning.

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16. How can I invite qualified buyers to my booth?

Now your best customers can order a FREE Exhibits Badge online. Exhibits Only Invitation Badges are available to each exhibiting firm for use by your best customers. All your customer has to do is click and register! The badge will be mailed directly to them. Included in their badge will be a reminder to have them visit your company when they get to the show. Check the Exhibits Only Invitations page of this manual for more details.

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17. When can I set up my exhibit? When must it be completed?

The installation period for this year’s Show will begin at 8:00am on Thursday, July 9. Exhibitors who ship their exhibit material to the advance receiving warehouse will find their materials already delivered to their booth space when they arrive on-site. Those shipping direct to the McCormick Place should arrange to have their shipment delivered as early as possible on Thursday, to provide them with as much installation time as possible.

Exhibitors should be reminded to send floor plans with electrical and internet/telephone drawn in if you want your ordered utility work done before you arrive or along with GES as the carpet is put down. GES will be installing carpet before the arrival of exhibitors to allow exhibitors as much time as possible for installation. Please keep this in mind when ordering your utilities and planning your installation.

The Exhibit Hall and Exhibitor Servicenter^SM will be open for installation from each day 8:00am-4:30pm during the installation period. (Note: No exhibitor personnel will be readmitted to the exhibit floor after 4:30pm during the installation period). The installation of all exhibit fixtures and materials must be completed by 4:30pm on Friday, July 10, and all shipping crates, packing cases and cardboard boxes must be labeled for removal to storage in order to allow for the laying of aisle carpet and a final cleaning of the exhibit floor. Exhibitors are cautioned to make travel arrangements allowing sufficient time to complete their exhibit installation prior to 4:30pm. The exhibit hall will then open to exhibit personnel at 8:00am on Saturday, July 11 to allow for final booth cleaning or pre-show meetings before the 9:00am Show opening.

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18. Do I need to use Union personnel to install my exhibit fixtures at the McCormick Place?

In most cases, yes. There are six major unions which have jurisdiction over trade shows. The attached guidelines will help you in preparing your exhibit to confirm to union jurisdictions. Adherence to these guidelines can save you a substantial amount of money.

Note: Exhibitors may perform the following functions as long as they are a full-time employee of the exhibiting company:

• Hand carry small items and pop-up displays. No hand trucks or carts are permitted.
• Install and dismantle displays within a 300 sq. ft. or less booth space if one person can accomplish the task in ½ hour or less without the use of tools.
• Install graphics and small signs, and logos and graphics that are attached with pre-cut Velcro strips.
• Make technical, electrical connections and interwire equipment for computers providing the cables do not exceed 10' in length.
• Perform simple electrical requirements, such as installing light bulbs.

GES Exposition Services will have qualified labor available for those exhibitors who need labor services. Exhibitors who want to use the services of a company other than the Official Service Contractor for the installation and dismantle of their display must submit the “Non-Official Contractor Notice” to Show Management by June 10, and ensure their Non-Official Contractor submits the proper General Liability Certificate of Insurance.

How Can We Minimize Our Labor Expense?

By being as productive as possible. In order to minimize the expense of union personnel, place your labor order in advance to ensure their availability when you are ready to begin your installation. Have good drawings or photos available of how your exhibit fixture should look, know when straight time (regular work hours) begins and ends to avoid overtime surcharges, and be there to direct and supervise for the entire installation process. You may find that experienced union laborers actually expedite your exhibit installation process, saving you time and money!

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19. How much literature should I bring?

We strongly recommend that you limit the amount of literature you bring to the Show and that you only distribute it to qualified attendees with whom you have had a sales contact. Often exhibitors ship in thousands of four-color product brochures, only to leave them behind with the trash.

Instead, we recommend that you bring a limited quantity of literature for your sales discussions and that you concentrate on developing an effective lead follow-up program that allows you to quickly and efficiently fulfill any attendee requests for product or program information after the exposition. You will find that most attendees will appreciate receiving the material in their office immediately following the exposition and not having to carry your literature home with them on the airplane.

Can I Distribute My Literature in the Registration Area, Show Entrance, or in the Aisles?

No. All sales activities (literature/invitation distribution) must be contained within your rented booth space. Besides the obvious traffic congestion this practice would create, it violates a basic tenet of exposition management-”To design and manage an exhibit floor that ensures each exhibitor an equal opportunity to market their product or service.” Therefore, we cannot allow exhibitors to distribute material in any area of the McCormick Place other than their rented booth space.

There are many advertising & promotional opportunities for exhibitors to gain additional visibility. (See Question 5.)

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20. Where should I ship my exhibit materials-in advance to the warehouse, or direct to the Convention Center?

Making the right transportation decisions for your exhibit materials will not only save you time and money, but also a lot of aggravation. Exhibit transportation can be fairly complex. Review each transportation option in terms of cost, time frame, and type of shipment, and choose the one that best fits your situation.

When possible, ship in advance to the warehouse. Our drayage contractor will receive materials and provide up to 30 days storage before delivering them to the McCormick Place. Although the advance receiving rates are approximately 25% more than the direct shipping rates due to the additional handling, shipping your materials in advance is a good investment for the following reasons:

• You can verify receipt of your materials in Chicago, IL well in advance of the exposition, without worrying about lost or misdirected shipments.
• You won’t have to deal with stand-by charges from your motor freight carrier while your direct shipment waits in line to be unloaded at the McCormick Place.
• You can be assured that your materials will be in your booth space when you, or your set-up crew, arrive to begin the installation process.

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21. Can I deliver my exhibit materials to the McCormick Place myself?

Yes. All Privately Owned Vehicles (POVs) must check in at the GES Marshaling Yard. POVs will be dispatched to the appropriate offload point. You must have two (2) people in the vehicle-one to stay with product and one to remove vehicle from dock immediately. Maximum unloading time is 15 minutes. The Marshaling Yard is located at 2900 South Moe Drive, Chicago, IL 606016. Note: A $40.00 per shipment fee will be added to your invoice for use of this yard. GES does offer Cartload Service for small exhibit material shipments. Refer to the GES Marshaling Yard & Direct Deliveries Information and GES Carload Service Order Form under the GES Material Handling section for more detail.

Can I carry my exhibit materials into the McCormick Place to my booth?

Yes. Exhibitor personnel are encouraged to carry small packages and cartons from parking lots that can be easily handled by one person without the use of a hand truck or luggage cart. However, if your materials are large enough to require a hand truck or “dolly,” you must follow the shipping instructions previously outlined for private vehicles.

Note: Exhibitors are not permitted to carry items from vehicles which are unloaded at the Privately Owned Vehicle loading gates. These vehicles will be unloaded by GES.

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22. What is a bill of lading?

Also known as a material handling order form, the bill of lading is a list or inventory of goods being shipped. It serves as a document establishing the terms between a shipper (the exhibitor) and a carrier (the transportation company) listing the number of pieces, and a total weight for the shipment. It is usually prepared by the shipper on forms provided by the carrier and is needed for both inbound and outbound shipments.

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23. What is drayage and CWT? Are there ways to save money?

Drayage is the charge for moving your exhibit materials from the dock to your booth and moving your materials back again. It is calculated on a CWT basis (per hundred weight, or fraction thereof) per shipment, and varies depending on the type of shipment, the amount of handling, and the time of day. Be sure to review these costs when you prepare your show budget. You can contact GES in advance to get an estimate of these charges.

Why does it cost as much to move my crates into the Convention Center as it does to ship them to Chicago, IL?

Because of the operating costs the drayage contractor must absorb involving trailers, forklifts, dollies, dock plates, and rigging equipment; the labor costs involving teamsters and crate handlers, stewards, and traffic foreman, and the workman’s compensation and insurance costs that go with this massive amount of labor; as well as the facility costs of maintaining an advance receiving warehouse along with the marshalling yard rental fees. All of these costs contribute to the drayage rate, but what is most important is minimizing the drayage charge for your shipment. Following are some money saving tips:

• Consolidate shipments of several small boxes into one large shipment to avoid several “minimum” handling charges.
• If shipping direct, request that your driver check-in at the marshaling yard early in the day to avoid any overtime unloading surcharges. The marshaling yard will be open at 6:00am.

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24. Is there security provided for my booth?

From the first day of move-in through the last day of move-out, there is 24-hour perimeter security for all exhibit floors. This level of security is intended to control the access of people to and from the exhibit halls in a safe and organized manner. It is not intended as individual security for your booth and materials. Please remember that the McCormick Place is a public building to which hundreds of individuals have access-let alone the number of individuals involved in the shipping of your materials to and from the exposition, setting up and tearing down displays. Therefore, it is critical that exhibitors work with exposition management in making every effort to safeguard their investment in the exposition. Be security conscious at all times during your stay in Chicago, IL. Do not leave items of value in your booth overnight during the installation period or exposition days without taking security precautions. Review the security guidelines in the exhibitor manual. Exhibitors may want to order individual booth security personnel.

Remember, the security of your product is your responsibility-don’t take chances!

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25. Should I insure my exhibit materials?

Yes! Exhibitors are encouraged to insure their materials from the time they leave their office until they return. You can obtain a “rider” to your existing company policy providing all-risk coverage for your materials. Please remember that the drayage contractor cannot be held responsible for the disappearance of an exhibitor’s materials after delivery to the booth, or before the materials are picked up for loading out after the exposition. ALA provides a locked storage area for exhibitors who wish to ship their sensitive merchandise to a holding area prior to the exhibitor’s arrival at the McCormick Place (Note: Merchandise only-exhibit fixtures will not be accepted). This merchandise can then be picked up by the exhibitor and delivered to the booth when appropriate.

Remember, it is the responsibility of the exhibitor to insure his property. The American Library Association, their agents, Hall-Erickson, Inc., the McCormick Place and their respective agents will not be responsible in any way against theft, fire or accident.

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26. If I have a problem during installation, the exposition, or dismantle, who do I see?

It is critical to bring any situation to the attention of Show Management as soon as possible so problems can be addressed. You can’t turn back time. The first person you should seek out is an exhibits manager, they are there to assist you by answering questions about display rules, help with labor questions, and in general, are a good source of information. They can make your move-in a smooth and productive experience. There will be an exhibits office on the show floor.

Another option is to visit with the customer service staff at the GES Servicenter^SM. The staff there has many years of hands-on experience and has lots to offer in the way of assistance.

Of course, the Show’s exposition staff will be ready and willing to assist you in any way possible. The exhibits office will be in operation from installation through dismantle.

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27. What Is the Show Schedule?

Exhibits Set-Up
Thursday, July 9	8:00am-4:30pm
Friday, July 10	8:00am-4:30pm
Exhibit Hours
Saturday, July 11	9:00am-5:00pm
Sunday, July 12	9:00am-5:00pm
Monday, July 13	9:00am-5:00pm
Tuesday, July 14	9:00am-2:00pm
Tear Down
Tuesday, July 14	2:00pm-7:00pm
Wednesday, July 15	8:00am-4:30 noon

Note: Exhibitors are cautioned when making return travel arrangements to allow sufficient time following the closing of the Show at 2:00pm. All booths must be dismantled and packed by 2:00pm, Wednesday, July 15. No exhibitor shall have the right prior to 2:00pm on Tuesday, July 14 to pack or remove any articles or exhibit. Exhibitors who dismantle early will forfeit accrued seniority toward assignment in the next two ALA exhibitions.

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28. Does the show offer a lead follow-up system for exhibitors?

The American Library Association provides exhibitors with state-of-the-art registration technology for quick, easy, and reliable collection of trade show leads. Our registration contractor, Experient, is offering exhibitors its system for the collection of vital buyer registration data.

Order by June 10 to take advantage of lower pricing. Call Experient at 800/787-0475 with any questions you may have.

Collecting the data is only the first step in an effective lead follow-up system. Exhibitors are encouraged to have a post-show program in place before they leave for the Show so that leads can be acted upon immediately following (or even during) the exposition. Be sure to fill literature and sample requests within two weeks. The University of Massachusetts Center for Marketing Communications found that over 40% of prospective buyers received the requested material only after they had made a buying decision. Almost 20% never received anything. Don’t waste this sales opportunity. With the proper follow-up plan, you can generate enough leads to keep a sales team busy with qualified prospects for months.

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29. When can I begin dismantling my booth? When must I be completed?

The show will officially close at 2:00pm on Tuesday, July 14, 2009. Dismantling of exhibits should NOT begin prior to this time. Respect your fellow exhibitor as he or she may still be conducting business.

Important Notice: ALL EXHIBITS ARE TO BE OCCUPIED AND IN OPERATION UNTIL THE OFFICIAL CLOSING HOUR OF THE SHOW. ANY COMPANY DISMANTLING AN EXHIBIT PRIOR TO 2:00 PM ON TUESDAY WILL FORFEIT ACCRUED SENIORITY TOWARD ASSIGNMENT IN THE NEXT TWO ALA EXHIBITIONS.

Booth Dismantle Schedule: All packing of booths should be completed by 12:00 noon, Wednesday, July 15. Carriers must check in by 10:00am on Wednesday, July 15.

Dismantle Schedule:
Tuesday, July 14	2:00pm-8:00pm
Wednesday, July 15	8:00am-12:00 noon

For more dismantling information, click here.

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30. Is my exhibit material safe once I turn in my outbound bill of lading?

No! Turning in your outbound bill of lading does not transfer care, custody, and control of your exhibit materials to the drayage contractor. It simply notifies them that your shipment is ready for loading out and provides any directions you may have on the use of a specific carrier. We strongly recommend that you pack all sensitive products immediately following the close of the exposition on Tuesday and remove them from the McCormick Place, or place them in the locked storage area until they are picked up for return shipment. Simply indicate on your outbound material handling order form the description and number of pieces you have checked into the locked storage area and attach the claim check. The drayage contractor will pick up your materials from there when your entire shipment is ready for loading out. Remember, the drayage contractor cannot assume responsibility for any material left unattended in your booth during the dismantling process. Stay with your materials until picked up.

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31. How Should I Evaluate My Exposition Participation?

Start with a review of your exhibiting goals (Question 9) and analyze how successful you were in reaching the specific (measurable) targets you set. Invest time with your booth staff immediately following the exposition and record their observations and recommendations. It will pay enormous dividends later. Ask the following questions:

• What could we do differently to improve our performance next time we exhibit?
• What areas need more preparation?
• How effective was our exhibit in terms of layout, location, traffic flow, and demonstrations?
• How effective was the booth staff, the schedule, the training, the pre-show meeting?
• Which products attracted the most attention? The least attention?
• What response did we get to our pre-show promotion? How can we improve future promotions?
• How many leads did we collect? How qualified were they? Who is following up and how?
• Which of our competitors also exhibited? What was their key message or theme?

The answers to these and other questions should help you determine the success of your exhibit program.

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32. Can I reserve my 2010 exhibit space before leaving this year’s show?

Yes! The 2010 Midwinter Meeting and Exhibits will be held January 15-20 at the Boston Convention Center, Boston, MA and the 2010 Annual Conference will be held June 24-30 at the Washington Convention Center in Washington, DC. Exhibitors are encouraged to complete a contract before leaving this year’s Show to ensure their position in the initial space assignment procedure. You may reserve a specific amount of exhibit space and configuration, but not a specific booth location. Since space assignments are made on a strict seniority/receipt of application basis, specific booths will not be confirmed until August following the initial space assignment procedure.

Please stop by the Exhibits Office on-site and speak with the HEI Exhibits Management Team regarding your participation in the 2010 Shows.

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33. Can I reserve my housing for future conferences before leaving this year’s show?

No. ALA opens housing on October 1 for Midwinter and the first business day after New Years Day for Annual. ALA sends out exhibitor housing forms a few weeks in advance of this date so exhibitors can get first choice for rooms. However, only exhibitors who have their contracts and deposits in at the time of the mailing can take advantage of this opportunity.

In Conclusion

We hope you have found this information helpful in preparing an exhibit program for the ALA Annual Conference. If there are important areas we did not cover, or specific questions you would like to see addressed in greater detail, let us know. Your input is vital in helping us to produce an event that is efficient, productive, and profitable.

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Thank you for your participation and support.

Hall-Erickson, Inc.
ALA Annual Conference Exposition Management
ala@heiexpo.com