Some Thoughts… After Visiting Classic Exhibits Distributors

Trade Show Blog

MelBlog

Southwest Ohio and Chicago

ValleyExpoIn January, I had the pleasure of visiting Classic and Eco-systems distributors in Southwest Ohio and Chicago. Reid Sherwood was my tag team partner in Ohio (Thanks Reid). In Chicago, I met up with Jen LaBruzza, our Regional Sales Manager. On our last two days, we were joined by Colleen Crawford from Eco-Systems Sustainable. By that point, we were a pretty formidable superhero team.

It’s been a few years since I had to pack a suitcase for two weeks. I’ll be on the road again later this month. Then you’ll see me at EXHIBITOR. Oddly enough, my wife has been very encouraging. Let’s just say my suitcase was partially packed before I’d even checked my departure date and time.

So, what did I hear from these distributors? Industry trends, of course, which Jen covered in her excellent video post last week (I was the dude holding the camera). Allow me to share my perspective, while not stepping on Jen’s toes.

blogheaderRentals

Rentals

Honestly, I was a little surprised by this topic. But, then again, my perception is tainted by Classic Rental Solutions, which has been crazy busy for several years. Most distributors have embraced rentals, using internal stock and external vendors such as CRS. However, not everyone sees rentals as a viable alternative to purchase. Don’t misunderstand me. I get it. If your only experience with rentals is portables or General Show Contractor kits, then rentals are a lesser option.

If I had to guess, I would say that 20-25% of larger inline and island booths at major shows are rentals — extrusion, modular wall, or custom. And it makes sense. A trade show exhibit is a marketing vehicle, and just like a car, we often want to try it before we buy it. And in many cases, we don’t want to buy it at all. Leasing makes more sense. I read recently that nearly 40% of all vehicles are now leased.

With that in mind, I would encourage you to discover if your client prefers to purchase or to rent. Give them the pros and cons of both options, then they can make the best decision for their budget and their marketing goals.

Bull vs Bear Market

This topic was all over the board. Some distributors had more business than they could handle. Others were busy, but not overwhelmed. Others were chasing orders. However, there were no “boo hoo’s” about business in general. For many of us, the Great Recession is still visible in the rear view mirror (objects in the mirror are closer than they appear).

What I heard was a variation of two themes — “My clients are getting what they need. Not necessary what they want.” OR “My clients are finally getting what they want. Not just what they need.”

If I had to guess, and this is truly a guess, it has everything to do with a client’s commitment to trade show marketing. IMHO — When you know what you want to be successful, you get what you want. When you don’t, then you get what you need. Yes, that’s oversimplification. Clearly, every business is different. But you are either passionate about trade show marketing… or you are not.

chargingstation9-16The Other

Pat yourself on the back. You are a lot smarter than you used to be. Which means, you no longer focus all your efforts on trade shows. Some distributors are heavily into events. Others are designing corporate environments. Still others make as much on graphics, if not more, than selling or serving exhibits. More and more are storing crates. Or handling show services for their clients. You are selling lightboxes in retail or corporate environments, and pitching charging stations for lobbies and events. The list goes on and on.

It’s refreshing. Because as your business evolves, so does ours. We now do more retail, corporate, and event work than ever before. And we love it. Better yet, it rarely follows the same seasonality as the trade show business. June and July are busier. There’s a boost of business in September and October. We all win. Well, except for November which continues to suck.

GraviteeBanner

Modular Wall Systems

This came up in every conversation with distributors. Of course, it didn’t hurt that I had a case full of Gravitee Modular Wall panels and connectors. 😉 Modular walls are becoming the backbone of rental displays and many modular designs. We’re not naive. There are several systems in the market with a head start. Gravitee will have to earn your business largely through creative purchase designs and Classic Rental Solutions orders.

That said… Every distributor felt that Gravitee was the smartest, easiest, and best engineered modular wall system on the market. Now, that may sound like boasting and hyperbole, but I heard it again and again and again during the visits. No tools. OK. No loose parts. Really OK. No holes. Really, really OK.

We’ll win you over in time. We know that. We encourage you to see us at EXHIBITORLIVE.  We will be featuring Gravitee. And if you are especially nice, you just might get a special treat. But, I’ll save that surprise news once we’re a little closer to the show.

Kick ass my friends. Business is good!

–Mel White
mel@classicexhibits.com
https://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite
https://www.facebook.com/Classic-Exhibits-Inc-113601405319757

[subscribe2]

Filter by Category

Filter by Year

Recent Posts

“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).

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.

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.

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.

10 Tips for Designing Large Format Graphics for Trade Shows

Most designers rarely design a layout larger than a corporate booklet or perhaps a 20″ x 30″ poster. Designing for large format, like trade show graphics, is actually quite simple once you know the basic steps. All it takes is a leap of faith… and trust in my advice.

Trade Shows and the Desire to Change

Are trade shows are relevant? Is there a future for industry trade shows? Are companies willing to spend their valuable marketing dollars building a temporary structure just to attract new customers or meet with existing ones?

Buying a Trade Show Exhibit? Ten “Must Ask” Questions

It’s common to express remorse after a big ticket purchase. Typically when the purchase is infrequent, such as a home, car, or expensive equipment. Buying a trade show exhibit is that type of purchase, especially an inline or island exhibit for a large trade show. .

Trade Show Rental — Mullets, Trapper Keepers, Pagers, and Rentals

Recently, what I thought would be a simple, straight-forward conversation left me scratching my head. I was meeting with exhibit industry colleagues, and the topic turned to rentals. Admittedly, rentals shouldn’t be puzzling. Rentals have exploded at a rate 3 to 4 times faster than exhibit purchases. What surprised me was the perception and the language used to define the exhibit rental landscape.

What’s Your Trade Show Kryptonite?

We shouldn’t but we do. We hope hope hope that the next attendee who walks in our booth is Superman. Not Superman Superman, but the sales equivalent of Superman. Faster to sign a contract than a speeding bullet. More powerful than the VP of Purchasing.

How To Make Your Trade Show Backdrop Stand Out!

Many exhibitors assume a backdrop is a simple two-dimensional graphic along the backwall of an exhibit. But it can be so much more. A backdrop in a 10 x 10 or 10 x 20 booth space doesn’t have to be basic. Modern inline displays come in various shapes, heights, and configurations.

Is Your Trade Show Display an Oreo or a Fig Newton?

As an adult I can rate just about everything on a cookie scale. For brevity, I’ll limit this article to Oreos, Fig Newtons, and Nilla Wafers, but be assured that the “science” behind my methodology includes Frosted Animal Cookies, Pepperidge Farms (as a collective group), Girl Scout Thin Mints, and Chips Ahoy.

Does Your Trade Show Exhibit Have To Be Clever?

That’s not to say your trade show exhibit shouldn’t be attractive. It should, but I would encourage you to focus on more practical matters the next time you design or rebrand your display. What do you need in the booth space to conduct business? Make it less about showmanship and more about conversations and information.

What Cats Can Teach Us About Trade Shows

We are a nation devoted to pets, whether they’re on the farm or in a purse. They learn from us, but we learn from them as well. The other day while watching Animal Planet with a cat in my lap, one on the sofa, and another puking upstairs ( it sounded like the world’s worst ventriloquist), I realized that we could learn a thing or two about trade show marketing from our feline companions.

Gravitee One Step — The World’s Easiest Modular Wall System

Gravitee — The World’s Easiest Modular Wall System. Unlike traditional modular wall systems, Gravitee has no loose connectors. The frames are constructed with durable engineered aluminum extrusion and the system uses time-tested patented technology.