An Alternate Approach
Recently, a Classic Distributor asked me about the capabilities of company X, a trade show display supplier in our industry. We talked about X, which led to a conversation about A, D, and G. I realized after our call that the industry has shifted. The categories or labels we’ve always used to define exhibit suppliers/builders are no longer accurate.
Historically, we’ve talked about portable/modular, modular systems, or custom builders/suppliers, but those designations seem insufficient. For example, while Classic Exhibits has pre-configured and customized kits, we also build pure custom, corporate environments, and retail displays. Not to mention rental exhibit options. And we’re not alone.
So allow me to propose an alternative. It’s not intended to be definitive. Just one attempt to move the conversation along. What have I missed? [The stars do not reflect quality. That’s a whole different story. Rather an indication of capability and selection.]
Importers
Details: Imports pre-configured portable displays. Little to no ability to customize displays, packaging, or instructions. Limited selection. Sells direct and through distributors.
- Graphics: ★ to ★★
- Hardware: ★ to ★★
- Creative Design: ★
- Problem Solving: ★★
- Production Flexibility: ★
- Rental Offerings: None
Assemblers
Details: Works mostly with pre-cut metal and pre-installed locks on preconfigured kits. Basic machine shop tools. No CNC equipment. Minor kit customization if no engineering, bending, or CAD work is required. Some creative or problem-solving talent. Sells direct, mostly within region, or through a limited number of online distributors.
- Graphics: ★ to ★★
- Hardware: ★ to ★★
- Creative Design: ★★
- Problem Solving: ★★
- Production Flexibility: ★★
- Rental Offerings: None to ★
Systemizers
Details: Works within the framework of a display system. The system may be innovative, but the solution-based architecture has limitations. Because it lacks open-ended capability, the hardware, not the design dictates the solution. Has the same capabilities as assemblers (see above) with more external suppliers. Often resistant to solutions that require non-system solutions. Modest creative or problem-solving talent. Primarily sells through distributors, although direct sales are an option.
- Graphics: ★★
- Hardware: ★★ to ★★★
- Creative Design: ★★
- Problem Solving: ★★★
- Production Flexibility: ★★ to ★★★
- Rental Offerings: ★★ to ★★★
Customizers
Details: Historically, wood fabrication talent. Ability to work with engineered metal. Excellent creative and problem-solving talent depending on the size of the operation, including technology services. May or may not have CNC equipment. Outstanding build capability on isolated jobs, but the facility and cost-structure are not designed for repeatable and/or customizable inlines and islands. Very good packaging and CAD capabilities on specific jobs. Show and storage services may dictate build designs. Sells direct. May work with Importers, Assemblers, Systemizers, and Manufacturers/Builders on projects that don’t fit their capabilities or cost structure.
- Graphics: ★★★★
- Hardware: ★★★ to ★★★★
- Creative Design: ★★★★★
- Problem Solving: ★★★★
- Production Flexibility: ★★★
- Rental Offerings: ★★★
Renters
Details: An increasingly growing category. Renters evolved from a another category such as Customizers. While they may build custom displays and/or sell kits from Assemblers, Systemizers, or Manufacturers/builders, they concentrate on rental and custom rental solutions for their clients. Strong creative skills within self-imposed and pre-defined limitations. Those limitations force them to be nimble and cost-effective in order to be competitive. Typically a limited number of solutions, which can be modify depending on the customer and the circumstances. Storage and show services vary widely.
- Graphics: ★★★
- Hardware: ★★ to ★★★
- Creative Design: ★★★
- Problem Solving: ★★★
- Production Flexibility: ★★ to ★★★
- Rental Offerings: ★★★ to ★★★★
Manufacturers/Builders
Details: Solid wood fabrication and engineered metal capabilities, including CNC equipment. Very good creative and problem-solving talent from tabletops to islands. Able to produce standard kits, customized kits, or fully custom displays within a predefined build schedule. Excellent packaging, CAD, and setup capabilities on well-defined systems and most customization projects. Not as concerned with show services or storage. Primarily works through distributors. May sell direct within region, depending on the business model.
- Graphics: ★★ to ★★★★
- Hardware: ★★★★
- Creative Design: ★★★★
- Problem Solving: ★★★★
- Production Flexibility: ★★★★ to ★★★★★
- Rental Offerings: ★★ to ★★★★
About Classic Exhibits
Classic Exhibits has been designing and building trade show exhibit solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards. With over 250 Distributor Partners throughout North America, there’s a Classic representative near you.
Contact us today whether you need a durable 10 x 10 display built to last, a rental display guaranteed to attract trade show attendees, or a custom 30 x 40 exhibit with all the bells and whistles. We’re not just different. We’re better.