But with the widespread use of the internet and other ways of communicating with customers, many companies have opted out of large trade shows in favour of a higher number of smaller promotional events.

Because the type of events has changed, the rapid advances in large format printing along with media and inks, so customer demands and styling have changed too. These days, customers want more versatile displays that can be used on multiple occasions at different events and locations and still have a real impact.

Mary Griffiths, UK Operations Manager, at Mark Bric Display, says: "We're finding traditional shell scheme and square straight lines are not so popular now. People are choosing more attractive shapes, curves and waves that entice passers by, with large seamless graphics and clever illumination making full use of the available height.

"Our customers want stands they can re-use on different occasions. For example, after an exhibition they'll use part of it for a reception display or for demonstrations, so systems have to be flexible and versatile."

Chris Newton, Creative Director at Enhanced Images, agrees, saying "Companies will often hire part of hotel or conference facility rather than go to a big exhibition, and their display requirements have changed accordingly. Costs such as being charged for each electrical socket on your stand is also part of the reason why people going down the portable route."

"Display solutions that they can transport themselves, in the back of a car, and which won't cost a fortune to store, are what people want now," says Stewart Wilkins, Managing Director of Splash Display. "Overall spend is reducing and customers are more likely to use something year on year where they can just update the graphics. One irony is that some exhibition companies have been re-using bits for years, but charging clients for totally new systems."

Gordon Neile, Business Development Director at Eurostand Display, has been involved in the exhibition trade for 20 years and thinks the drastic reduction in lead times is one of the most notable trends within the UK marketplace today.

He says: "It used to be the case that prospective end-user clients would make initial approaches to our dealers for their display or stand requirements up to four or maybe five months in advance of an event. They'd even take time out to travel to our dealers' premises or showrooms to view and physically assess display products being on offered. Nowadays, however, the contact is made much closer to an event - sometimes with less than a week to go."

Quality is also a big issue in today's market, because shorter lead times and the perfectly-reasonable desire to reduce costs can lead to mistakes. Now many more customers source their suppliers via the web, but this may not necessarily be a good thing. An impressive-looking website is no more than that; it's not a guarantee of quality products. And it's important to remember that direct comparison of goods viewed over the internet can be extremely difficult, if not impossible.

"It used to be the norm for our dealers to travel in order to demonstrate a product, or arrange a showroom visit. When you're in front of a customer they can see and feel the true quality of graphics and the different display mechanisms that work with them. Even Eurostand Display's lower-priced product ranges are guaranteed for a minimum of five years. This dramatically reinforces our core message to our trade-only customers that we offer only quality products," says Gordon from Eurostand Display.

Chris from Enhanced Images echoes this sentiment, saying: "Some suppliers are just printers who knock out a roll press and don't fully understand environment the products are used in. We offer a complete service including design concept, in house printing, finishing, and installation. It's important to choose a professional company that understands the potential pitfalls and can recommend the correct solution, not just the cheapest."

However, the cost savings that can be made from choosing the correct display system can be significant.

Leigh Godby, Studio Manager Maxe Display, explains: "We had one customer who was spending about £4,000 each exhibition printing paper mounted on MDF and wood, which all went into the skip afterwards. We looked at what he needed and suggested a Plex aluminium display system. He's thrilled with system, and he saved £12,000 in a single year."

According to those that Sign Update spoke with, the recession isn't all bad news and good companies will come through it.

Leigh of Maxe Display says that at the start of the downturn there was a bit of a dip but now people are finally realising that marketing will keep them out of trouble.

"All of a sudden people want more marketing materials, and with some suppliers folding there are some new customers that can be won," says Leigh.

Stewart from Splash Display adds: "From what I hear some companies in the exhibition trade are struggling, but business with us is as buoyant as ever, so we're optimistic."

What's more, says Mary from Mark Bric Displays, although some customers are being economical, December 2009 was the busiest December in the USA and Sweden for years with the UK now picking up also and people are feeling quite positive at the moment.

Chris Bradley from William Smith says: "Exhibition graphics will be influenced to an increasing extent by the availability of, in particular, non-PVC films and new Latex inks and complementary printing solutions that create a much reduced environmental impact as well as more advanced graphics pre-printing and finishing solutions.

"New non-PVC films are degradable by comparison with traditional solvent-based alternatives but with no compromise on the quality of the finished graphics. The new Latex inks, unlike traditional solvent-based inks, do not give off dangerous levels of harmful VOC emissions which are now either greatly reduced or eliminated. This benefit is further enhanced by the availability of specially configured printers which use these inks and require little or no out-gassing, leading to higher print speeds and final graphics output."

Chris also believes that other special-purpose materials such as those with enhanced flammability rating now used widely for rear-projection applications and for creating special effects and surface finishes will be major driving factors in the future of exhibition displays.