‘ve Learned from My Employers)

Trade Show Blog

Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

What I’ve Learned from My Employers

It’s official. It’s June. Looking back, business should have tapered off in May. Instead, orders were steady throughout the month, and we’re grateful as we gradually wind down into the normal summer doldrums. We’ll enjoy it for a few days (or maybe even a week) but then we’ll be antsy for the insanity to return.

Earlier this week, Mel and I had a meaningful conversation about both life and business. We talked about the influences in our lives and the wisdom we’ve received over the years from colleagues, customers, and bosses. I’ve had the pleasure of working in the tradeshow industry for almost 25 years. It has been very good to me. One of the main reasons has been the quality of the people I have worked for.

I started with Ron Armstrong at Armstrong Displays just a couple of years out of college. He is younger than me, and literally, the only paying job he has ever had has been in this industry. He started sweeping floors for his mom and step-dad when he was 12 and bought the company from them when he was 19. The road was rocky for a few years, but I have to give Ron all the credit in the world. He knew it was going to get better. There is nothing a positive attitude and some hard work can’t fix. I was there for 13 years, and there was never a cross word. It was a pleasure.

Lessons Learned In 2000, Jim Hoffmann offered me a job traveling for Optima Graphics. I enjoyed what I did for Armstrong Displays, but I LOVED what I did for Optima. Over the years, Jim became like a father to me, and we had a lot of great times. Jim is probably the most beloved guy in our industry. If you work for Jim, he’s going to tell you to “Always remember that THEY are the customer.” Yes, there are times when that can be painful, but you talk about it and get through it. My own dad had the same philosophy. He’d say, “Always and I mean ALWAYS take the high road.” Any of you who know Jim know that is the only way he does business.

In 2008, I went to work for Classic Exhibits. I had been friends with Kevin Carty for several years before working with/for him and had known Mel White as a very bright marketing guy. They continue to impress me with their solid business minds and just being fine, rock-solid people. I am NOT bucking for a raise or anything. This is just what they do:

  • Align themselves with great partners
  • Give Classic employees responsibility and independence
  • Help customers become more successful
  • Take calculated risks with innovative products
  • Communicate and market / Communicate and market / Repeat . . .
  • Always look to improve
  • Respect Classic and ClassicMODUL distributors

All in all, this life has been very good to me. Thanks to ALL of you who have helped make it better.

Talk to you next week  . . .

–Reid Sherwood

Filter by Category

Filter by Year

Recent Posts

Symphony Portable Modular PERFECTION!

Symphony is often described as a portable display, which is mostly true. It assembles without tools and ships in roto-molded cases, both features of portable systems. But the Symphony Portable Modular System is much more.

Six Reasons to Blog in 202X

With the proliferation of video, blogging may seem quaint, even old fashion. And yet, we continue to post blogs 4-6 times per month. So, I asked Kris Asleson, the chief strategist at Flyrise (our SEO partner), why blogging is still important.

What is a Trade Show? A Guide for New Exhibitors.

What is a trade show? Trade Show, as a term, is often used interchangeably with other similar words like conventions, exhibitions, conferences, trade fairs, symposiums, and expos. And while they are similar, trade shows, and in particular professional trade shows, have a specific definition. 

The Complete Guide to Trade Show Services (Offsite & Onsite)

Onsite trade show services include all services available at the show site. Contractors typically provide these services for show management. Turnkey services are particularly valuable for first-time exhibitors, companies with limited internal resources, or those participating in numerous shows where efficiency and consistency are paramount.

What You Should Know about Trade Show Exhibit Budgeting

Companies should define a workable exhibit marketing budget, one that includes all related costs. However, the line between marketing expenses and exhibit marketing expenses can be somewhat fuzzy. You will want to create a well-defined budget that separates them.

The Top 10 Design Mistakes of Trade Show Graphics

You decided on your new trade show display . . . but you’re not done yet. Now, it’s time to design the graphics. You want AMAZING!. Below are 10 tips to consider when designing your next trade show graphics.

If Puppies Ran Trade Shows and Events

The following are 11 reasons why our lives would be better if puppies ran trade shows and events. To the ferret, goldfish, and lizard owners, you’re on your own.

If Kittens Ran Trade Shows and Events

If kittens ran trade shows and events, experience would be respected, every booth would have toys, two hours naps would be mandatory, and everyone would be cute and adorable. And we would all trust our instincts.

Baseball Terms for the Trade Show Industry

Baseball season is upon us once again. That means it’s time to refresh yourself with our BASEBALL TERMS – CLASSIC STYLE! Whichever team you root for please keep in mind these three non-bendable rules:

“I’ll Know It When I See It” — Every Designer’s Nightmare

For Exhibit and Graphic Designers, delivering a design that meets all the client’s needs — functionally, aesthetically, and fiscally — is the ultimate goal. But . . . that doesn’t mean the process is always flawless. Here are a few “Design Red Flags” from a Designer’s perspective which can delay the process (and increase your design fees).

Trade Show Staffing: Assembling the Perfect Team

Who should be there? That’s easy. Bring employees who know the products or services, who have charismatic people skills, who are personally invested in results, and who participate in pre-show planning or post-show implementation.

What You Should Know as a New Exhibit Buyer

For the sake of simplicity, let’s assume that exhibit marketing is a new experience. Exhibit marketing is certainly not rocket science. You don’t need a marketing degree to be successful at exhibit marketing. However, it helps to get advice so you make the right decisions.