Tom Beard is Retiring. Say It Isn’t So!

Tom’s Farewell Letter

As many of you have heard, I’m retiring and calling it a career. It’s been a fantastic 27-year run working in the trade show and events industry for some great companies including Eco-Systems Sustainable and Classic Exhibits. I’m leaving with many great memories and with more friendships than I can count. Our industry has some of the hardest working, creative, and caring people I’ve encountered in my 45-year working career, and I feel blessed to have stumbled into this crazy industry! The past 18 months have been difficult for all of us, but it has brought to light the true collaboration and culture of Classic and Classic Distributor Partners. It was pretty amazing to witness!

Having traveled extensively over the years, I’ve seen the United States through the lens of airports, hotels, convention centers, and businesses, and it’s time to hit the road and see what the country looks like outside of these areas. You never know… I might stop by and regale you with stories about a giant ball of twine or other amazing sights in the US.

Your friendship and support over the years made my decision to retire very difficult, but I will stay involved with the Midwest EDPA Chapter and hopefully attend future EXHIBITORLIVE shows so I look forward to connecting down the road. I’ll say good-bye for now and leave you in the capable hands of Jen, Harold, and Mel.

— Tom Beard

Shared Knowledge University — Shared Knowledge Univ.

Lunch with Distributors — Lunch at Bob’s

Reflections on Trade Shows and Events

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?

A Trade Show Exhibitor Walks into a Bar

A Trade Show Exhibitor walks into a bar and says to the bartender, “I’ve never been in a bar before, but a friend suggested I try the 20 x 20 Booth Space.” “That’s a very popular drink,” says the bartender, “especially with my regular customers.

Where’s Waldo at the Trade Show!

Where’s Waldo at the Trade Show? @Pink Unicorn Comics? Nope. @Petting Zoo? Nope. @Zombie Killing Workshop? Perhaps.

Buying a Trade Show Exhibit? 10 “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. .

An Honest Conversation about Trade Show 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.

Who is Our Biggest Trade Show Competitor?

Recently, I’ve been on the road, visiting Classic Distributors in the Midwest and South. We chat about industry trends, new products, and challenges in their market. Occasionally, they will ask me about competitors. That’s a topic, to be honest, that makes me uncomfortable.

3 Essential Trade Show Marketing Questions

These are questions every designer should ask their client before designing the ideal trade show display. If the client walks in just thinking about the nuts and bolts of the project, they may miss an informed conversation on why they are exhibiting in the first place and that can fundamentally affect the design of a booth. The Why can greatly impact the How in Exhibit Design.

What You Should Know about Exhibit Marketing

Exhibit marketing is all about marketing your products or services to buyers at expositions, conferences, and trade shows. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.

Managing Your Trade Show Budget

Trade shows are expensive, and some costs are often puzzling to exhibition newbies, but there are multiple ways to manage those expenses with a little planning and some assistance from an experienced trade show professional. Don’t be afraid to tap into that expertise.

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