Transportation: The Forgotten Aspect of Planning Your Next Event


Let’s walk through a typical conversation about planning a marketing tour for Brand X’s newest product.

“So what’s the concept?”
“We’re going to create a 600-square-foot event space to showcase the latest and greatest products we offer”
“Great, what’s in it?”
“An iPad station, a photobooth, an interactive video wall, and some games.”
“Sounds amazing! Where’s it going?”
“New York, Chicago, & DC.”
“Our top markets, perfect. How are we going to set it up in those spaces?”
“Well, we can figure that out later. How’s it getting from city to city?”

Clearly, a very important component of this campaign has been overlooked. It’s not a unique problem. Thinking about designing an event is exciting. But still, the execution is requisite. Don’t get me wrong, a great brand experience is all about design, interactivity, and what a consumer takes away from an event. But what good is an experience if you don’t have the logistics in place to take it to your market? Here are 3 things to consider when it comes to logistics.

1. Truck Transport

The size of your event space has a direct affect on its ability to get from place-to-place. If you have a compact space that can be towed by a pick up truck, you won’t face many obstacles. However, larger structures require commercial vehicles and drivers, which means different routes and added labor. For this reason, all of our drivers double as activators in order to reduce staffing needs.

2. Site Footprint & Obstacles

This is often the most overlooked part of logistics. It’s easy to assume that if you have a 20′ x 8′ structure, it will easily fit into a 20′ x 8′ allotted space. However, this math doesn’t account for the space needed to set up the structure. Is there enough space for a truck or will you need to use a forklift? Do you have exterior components or a structure that unfolds?

It’s also important to know the terrain and any obstacles at the site. Are there any easements that you have to contend with? How do you stay level on a slope? Will the structure be stable on sand?

Knowing the right questions to ask in advance of delivering a project means that we are prepared for anything. Site specifics directly influence the kind of equipment we use, how we transport, and sometimes even how we design and build a project.

3. Restrictions & Requirements.

More often than not the site that you set up on is controlled by someone else. And that someone almost always has rules. Most trade show venues have height restrictions on their exhibits, which means that the upper deck you used at the show last week can’t be used this time around. If your event is open to the public, then you’ll need to have ADA access to your space in the form of a ramp or lift. Many of our clients activate on public land owned by the government who operate under strict codes for any structure. For instance, although your event space may have no problems setting up in Dallas, it may not qualify in Chicago due to the high winds.

We address all of these factors early on in the process with our clients. The answers to these questions change the way we design, develop, and deploy your project. Logistics may not be the sexiest part of creating an amazing brand experience, but without it, your great ideas and our unique structures, may never get to the consumers they were built for.