Preparing for the DEMA Trade Show in Las Vegas: Behind the Scenes with Ultralight Camera Solutions

The 2024 DEMA Show in Las Vegas was a pivotal event for Ultralight Camera Solutions. It marked our return to DEMA after being away for eight years and our debut under our new name and ownership. With rebranding complete in 2023, we were ready to showcase our products, connect with dealers, and reintroduce ourselves to the diving and photography industries.

Here’s a streamlined look at our preparation process and key takeaways to help small businesses plan for their own trade show experiences.

Planning and Logistics

Preparation for DEMA began a year in advance with the help of our business mentor, Jennifer Shaheen, owner of Technology Therapy Group. From reserving a prime corner booth in the Image Resource Center to the booth design and layout, set and tear down, travel arrangements, DEMA show requirements, utilities needed, and more, every detail counts and should be mapped out in advance.

• Booth Layout: The aim was to create an inviting and functional space to display our many quality products in an organized way, and knowing how it all would fit in the space was the most important. Using painter’s tape, we recreated the 10’ x 10’ booth in a garage to test the placement of tables, displays, cabinets, and lighting. This helped avoid surprises during setup.
• Setup and Tear-Down Practice: One crucial item that can be overlooked is how long it takes to set up and tear down a booth and furnishings. Running through these steps helped with time management and saved time at the show, ensuring the booth came together as envisioned.
• Custom Display Features: Setting up everything in advance is important, and we have found out why. When we set up the 32” TV we thought would work well, we discovered it was too small when viewing from a distance, so it was replaced with a 43” TV. Next, the larger TV worked well, but then the TV stand wouldn’t extend high enough, so a modification had to be made to make it all work. We changed what we had from previous tradeshows for display lighting using special LED bulbs, Cardellini clamps, and other Ultralight products. This added functionality and visual appeal.
• Backdrop and Table Coverings: We wanted something more eye-catching than what had been used in previous shows, so we had a new backdrop made using an image of one of our Brand Ambassadors, Julian Gunther, shark diving. For the table coverings and skirts, we used some skirts we had with a colorful whale design and had them sewn to the old backdrop material that we now use for our tablecloths. Making them a custom fit and having them sewn together was a perfect solution.

Product Showcases

We featured a variety of our kits and gear, including:

• Underwater Camera Kits: For small cameras to full-frame setups.
• Smartphone Camera Kits: Compatible with housings from Divevolk, Sealife, and Kraken.
• Video and Action Camera Kits: Compatible with many action cameras such as GoPro, Insta360 Ace Pro, and Sealife Reefmaster.
• Large Camera Sled Kits: These kits are perfect for cameras with large dome ports.
• Tripod Kits: Ranging from small, versatile setups to larger pan-and-tilt options.
• Cinema Gear: Showcasing solutions for filmmakers, a growing audience at DEMA.
• New Products and Concepts: Innovations and prototypes to gather valuable feedback.

Custom display boards showcased products and their applications, while an eye-catching rotating turntable with a large sled and camera rig managed to capture everyone's interest.

Packing, Travel and Accommodations:

• Packing to Transport: Efficiently packing everything, keeping in mind what is needed first is essential.
• Travel Coordination: Ensuring everything arrives safely and how this will be done is essential. We planned to drive to Las Vegas instead of shipping the supplies and comparing costs helped. In the end, we rented a small moving van from U-Haul.
• Accommodations: Las Vegas is usually busy during DEMA, and with a Formula One race happening at the same time, it is even worse. Securing lodging close to the convention center is best done early.

Marketing and Outreach

To maximize visibility and engagement, we focused on:

• Social Media Updates: We shared updates, sneak peeks, and behind-the-scenes content on our social platforms, which were Facebook, Instagram, and Linked In.
• Dealer Invitations: Personally reaching out to current and prospective partners.
• Sponsored Presentations: Partnering with Brand Ambassador Mike Bartick to host two popular sessions in the Image Resource Center.

Lessons Learned

• Preparation Pays Off: Testing layouts, setups, and even QR codes ahead of time, ensured professionalism and made the workflow much less stressful.
• Read the Fine Print: DEMA requirements, from booth utilities to insurance certificates required close attention and early planning.
• Continuous Improvement: Feedback from attendees helped refine our approach for future shows.

Final Thoughts

Our return to DEMA was a success, reestablishing our presence and introducing the rebranded Ultralight Camera Solutions. While costs and logistics were significant, the connections made and visibility gained were well worth it. DEMA 2025 will be in Orlando, FL in November 11-14 and we look forward to having you visit us.

If you’re planning for a trade show and have questions, feel free to Contact Us—we’re happy to share what we’ve learned!