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A Picture is Worth a Thousand Words: Word on the Street — May 2nd thru May 6th

May 6th, 2011 Mel White COMMENTS
A Picture is Worth a Thousand Words

Word on the Street by Kevin Carty

A Picture is Worth a Thousand Words

This week, I was on the road visiting new and potential distributors for Classic and ClassicMODUL. Meeting with these folks reminded me of the power of photos in our business. Frankly, I take photos for granted since we take multiple shots of every display we build. I assume other manufacturers do the same thing. It makes sense. Photos document the order and serve as a convenient point of reference if there are questions once the exhibit arrives or several years later when the client wants to modify the design or reorder parts.

Photos are such a day-to-day occurrence for us that I’m always a little surprised by a distributor’s reaction during a presentation. During the meeting, we invariably head to Classic’s website, or if they have Exhibit Design Search, to their website. We review the product lines and/or changes and at some point, we click on the photos button either on the home page or on a Design Detail page. That’s when the magic happens.

Potential distributors are always stunned that there are photos of kits; in fact, that there are multiple photos of actual orders. Then, once we dive a little deeper, they are delighted “slash” shocked that there are literally thousands of photos dating back to September 2006 . . . and that they can search, filter, and sort these photos. The next shock comes when they realize that these photos are not hidden behind a password protected site and that the photos can be emailed from their address using the “Email Image” tool.

Some of you may know the history of Past Five Days (P5D), our photo database, but for those who don’t I’ll share it.

P5D History

Past Five Days Photos

Past Five Days Photos

On 09/23/06, we started an experiment when we launched Past Five Days (P5D). We decided to publish photos of exhibits, components, and accessories on Classic Exhibits. Mostly, we used the photos taken in our QC Setup Area, but occasionally we used photos from the Rental Setup area. We couldn’t publish every exhibit, which would be unrealistic, but we did want to show representative designs in as close to real time as possible. At the time, it seemed risky for two reasons.

  1. We would be showing exhibits, not as perfect renderings or as show photos, polished to perfection just minutes before the trade show opens, but as exhibits often without the final graphics and the client’s product accessories and collateral.
  2. We would be sharing new designs and innovations with anyone who happened to click on Past Five Days. Including our competitors. However, we quickly realized that the benefit of sharing far out weighed the risk of espionage.

Five years later, P5D seems obvious. Distributors and clients get to see photos in addition to renderings, even if those photos are of displays still in production. Renderings are the lifeblood of the exhibit design process. They allow us to illustrate concepts relatively quickly, in both the purchase and design phase.  But renderings are renderings. Photos are photos. We need to see both in order to make intelligent decisions about which display to purchase and which exhibit manufacturer to purchase from.

Many of you visit P5D at least once a week to review new projects. For those who don’t, we encourage you to take a peek once in a while. You’ll be surprised at the variety of orders flowing through our shop. Yes, there are the standards, such as Sacagawea, Magellan, and Perfect 10 kits, but you’ll also see islands, custom workstations and counters, unique Aero Hanging Sign orders, and recently, Eco-systems Sustainable projects. Plus, if you enjoy graphic design, you’ll see how others present their message . . . both successfully and occasionally, not so successfully.

Hope you all have a restful weekend.

Be well.

–Kevin Carty

http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Who is Optima Graphics (and Why are We so Darn Shy)?

May 5th, 2011 Mel White COMMENTS
Gary Camarato, Optima Graphics

Gary Camarato, Guest Post

We Work Hard at Not Getting in the Way

Who is Optima Graphics? It’s simple, we are the wholesale graphics supplier to the trade show industry that helps you retain customers and grow your business. It sounds so mundane, but we listen to you, stay out-of-your-way, break the rules, provide you more time to sell, bring experience to your project and much more. Our behind-the-scenes business philosophy keeps your brand upfront with trade show consumers and keeps our brand out-of-sight. Think of Optima as an extension of your business, your own private factory. You sell exhibits, and we make sure you get those repeat sales from your client. Call us shy? I don’t know, some may refer to this approach as smart.  After all, you’re better at what you do, leaving us to focus on one thing — custom graphics.

What You Really Need to Do is . . .

Sure, we hear a lot of practical advice about why or how we need to conduct our business:

What’s wrong with you?, Do you realize what a terrible SEO your website has? How do I purchase from this VisProducts site? Why can’t I buy from you? Pricing in inches? This is madness . . . we have heard it all at Optima.

Madness — What are You Talking About?

I hear this all the time, mainly because I figure if you talk enough you’re bound to say something. Oh, wait, Optima madness… indeed.

Maybe it’s not madness, shyness, shymadness — Maybe, just maybe, it’s a manifestation of counterculture business practices that over time just ended up working for all of us.  A little luck perhaps, hardly the traditional approach. Yes, counterculture — No, we’re not talking about making our fortune from the buying and selling of canned corn at a Phish concert. We’re talking about going our own way while staying out-of-the way of our customers. A customer-centric culture spawned in the afterglow of the product-centric 80’s.  Kind of like that little dog that pulls the sleigh in the original animated Dr. Seuss Grinch cartoon. Yeah, like that dog. Stay out-of-the way and in the end it all works out.

Fearless Selling

Fearless Selling

Show Some Backbone! Buy the Shirt!!!

Go out there and sell that trade show display. Do it without fear of loosing your customer because as the saying goes, sell that display fearlessly: Fearless Selling. It’s the aggressive version of peace-of-mind. You can do it, sell it, put graphics on it, and walk away with that peace-of-mind that your graphics supplier isn’t going to pirate your client. Well, at least it’s the case if you choose Optima. We stay-out-of-your-way. There it is again. I keep typing that.

Here’s the thing — by staying off the beaten path, your customers buy from you, a one-stop source for their display. Consulting, designing, hardware, software, graphics, lighting, show management. You get the point. We help make the graphics portion a lot easier on you.

We Know Our Stuff

We’ve been doing this stuff for a long time . . .custom graphics of all kinds for over 20 years! All our graphics are handcrafted by a crack team of artisans. I know that sounds crazy, but we can prove it. Visit us and see for yourself — if you can find us.

Seriously, we know our stuff — Fantastic products such as dye sublimation, direct-to-substrate UV/Solvent printing, Lambda laser photographic, vinyl and more. Turnaround and shipping discounts that make our bottom line the real value. In fact, our turnaround is per your request. Our customers invented that idea! How do we do it? Three shifts a day, five days a week, our artisans, listen to you, stay out of-your-way and provide you more time to sell. Ever feel you’re spending too much time babysitting an order with your vendor? With Optima you won’t. Our staff understands the value of your time.

True Value

There’s a little more — Stuff like our No-Hassle Lifetime Warranty on all portable hardware items, custom graphics for absolutely any structure, a dizzying array of fabric and substrates to choose from, and our best value to you:  Optima Customer Service. Our Customer Service team is the best in the industry. Maybe any industry. I have no reservations about this claim, not one.

Contact Optima Graphics for more information at 800-844-8877 or visit www.optimagfx.com.

Let’s work together to grow your business. Call us on your project and start spending more time selling exhibits and less time babysitting your graphics. If we get really big some day, we might even start giving away those Selling Fearless t-shirts — but you’ll have to know someone to get one.

–Gary Camarato, Creative Director
gcamarato@optimagfx.com

Optima Graphics operates exclusively on a “Wholesale to The Trade” basis. We only sell to trade show manufacturers. This is our only business. Our goal is to make you look good to your customer without them knowing we exist.

Optima Corporate Headquarters

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Hiring a Project Manager — The 10 Essentials: Word on the Street — April 25th thru April 29th

May 1st, 2011 Mel White 1 COMMENT
Managing the Hiring of a Project Manager

Word on the Street by Kevin Carty

Hiring a Project Manager  — The 10 Essentials

Distributors often ask me what Classic Exhibits considers the ideal qualities of an exhibit project manager. Here are 10 qualities we consider essential, in no particular order.

1. Someone who enjoys assisting others.

We’ve found that a background in retail customer service is beneficial . . .  even if it was the candidate’s first job. They learn valuable skills (see Mel’s article about retail and customer service). As you may know, Mel and I both come from a retail training background where we were taught to always look for a way to make the customer feel appreciated and feel like they are “right.”

2. Creative problem solver.

Gone are the days where someone just calls and orders a kit. Most inquiries that come across your desk or ours require creativity and “outside the box” thinking. So a PM must be flexible in their thinking.

3. Mechanical mindset

A project manager must be able to view things from a “practical engineering” view. They need to be able to convert your client’s vision into a practical reality. Our project managers must have CAD skills since they are expected to create detail drawings on custom projects for our Production Department.

4. Detail-oriented (to a point).

This goes with #3. They need to be able focus on the details that will make an exhibit functionally sound. But, and this is a huge BUT,  they are expected to relieve you of the non-essential details, allowing you to focus on sales and new business generation. Most distributors don’t know, and don’t want to know, how many locks are required for a VK-1032 display. They want to know the features and the graphic dims. It’s the project manager’s job to convey exactly what you want and need to know to complete the order.

5. Understands the “big picture” and doesn’t let “I’m right and you’re wrong” obscure them from seeing the larger goals.

This is a big one. Sometimes with the “engineering” mindset on, a PM can get caught up in all the “can’t do’s” rather than what “can” be done. You really need someone that focuses on the “can do”!

6. Personable – Enjoys the interaction with distributors.

Basic people skills! If a person does not like dealing with people, then let them go or don’t hire them. Hate to sound blunt, but it’s reality.

7. Team player – someone who’s willing to raise their hand to assist others.

Team Player

Teamwork

We work with others — sometimes a lot of others, sometimes just a few. Regardless, PM’s need input from others and must be willing to lend a hand when necessary. That’s what makes a good PM. It gets back to being a creative problem solver, and one part of being a good “problem solver” is  tapping into the knowledge of others and serving as a resource for colleagues.

8. Courteous – Recognizes that social courtesy is the glue that greases the wheels in any organization.

Simply put . . . we spend much of our lives at work. Therefore who wants to be around others everyday who are not respectful, nice, and courteous of others.

9. Excellent time management skills.

Juggling is a more accurate depiction. Our PM’s can attest to that. They need to be able to handle upwards of 20 projects at any given time. All bringing different levels of detail and often multiple personalities involved at the other end of the phone. So heavy focus on organization and implementation is key.

10. They care. Yes, they wouldn’t be here if they weren’t getting paid, but they still want to do a good job, they want the company to succeed, and they want our customers to be happy.

It’s important to remember that no one is going to be as emotionally invested in the the business as you are, if you are the owner or executive, but PM’s that care do in fact have emotional connections with what they do. Regardless of the economic times. It’s easy for anyone to say they are invested when we are all worried about economic conditions. But it’s a clear differentiating factor when you find those who are as emotionally invested when the times are good. A lot of this comes back to whether or not a PM, or any employee for that matter, believes in the overall vision and focus of the company.

So, those are 10 of the things we look for. How about you? Do you agree? Are there other elements that you would include? Please respond and share your comments.

Have a great week ahead.

–Kevin Carty

http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Should a Custom House Care about Portables?

April 27th, 2011 Mel White 4 COMMENTS

Damn it Jim, I’m a Custom House!

“I’m a Custom House Damn It!”

While I’ve heard that exact phrase, I’ve heard many variations over the years. They include, “It’s my job to keep the saws turning.” Or, “We can’t be bothered with any job less than $100,000.” Or my favorite, “Why would I want to sell a $20,000 portable modular display when I could sell a $250,000 custom exhibit?”

It’s hard to argue with that logic, particularly when the economy was humming. But nearly three years into the largest recession since the Great Depression, not everyone can afford to be a snob anymore. As one Account Executive at a well-know Custom House told us about a year ago, “I woke up this morning and realized that if I wanted to feed by family that I had to become a portable modular salesperson.”

For the past 15 years, I’ve been walking into Custom Houses pitching the benefits of adding “systems” to their bag of tricks. And for 15 years, the message has been embraced, tolerated, or dismissed depending on the custom house leadership. No one topic reflects the overall attitude of senior management more than their acceptance or disgust of portables. It trickles down to every person in the organization.

But the recession put a dent in that dismissive attitude, at least for those folks who saw their custom business decline by 70-80%. Suddenly the arguments that made no sense two years ago are now logical, brilliant, and very customer friendly.

So let’s take a moment to list the pros and cons of adding “systems” solutions to the overall product assortment of a Custom House.

Cons:

  • Purchasing from a systems manufacturer means the business isn’t being done “in house” (the saws are not turning).
  • The price points are generally less than a custom build.
  • Portables and modular displays take time and the overall dollar return is less (i.e., it’s a distraction).
  • Our clients are too good for portables. Which translates to, “We’re too good for portables.”

Pros:

  • The margins are almost always higher for far less work.
  • All Custom customers need portables, whether it is banner stands, pop ups, hybrid displays, or hanging signs. Why would you turn that business over to someone else? Someone who is a potential long-term competitor?
  • All Portable customers are potential Custom customers. It’s like investing in the stock market. You can choose to invest exclusively in the Fortune 500 companies or you can take a risk and look for greater returns in NASDAQ.
  • Storage fees are storage fees and prep work is prep work. Do you really care if it’s for a 10 x 20 inline hybrid or for a custom inline?
  • Systems manufactures are willing to do all the heavy lifting – design, project management, and construction.
  • Blending custom with portable/modular components has never been easier. Custom houses build the elements that make sense for their shop and system manufacturers add the elements that add value. Gone are the days of the folding fabric system and pop up as the all-in-one answers. Engineered aluminum extrusions and tension fabric graphics now allow an exhibitor to get a relatively custom look but at a more affordable price.
  • Many systems manufacturers have made it easy to add their products to any website by offering a distributor-branded interface (ex. Exhibit Design Search).
  • Finally, many system manufacturers offer custom and customizable solutions at prices and margins that many custom houses can’t approach.

 

If you’re surprised that the arguments are stacked heavily in favor of adding portable, modular, and hybrid exhibits to the mix, then allow me to direct your attention to the logo at the top of the screen. It was never intended to be a fair fight.

I will offer a piece of advice based on my 15 years of experience. Even Custom Houses that “get it” are not all equally successful with these products. The ones that consistently do several million dollars, year in and year out in portable/modulars, have something in common. They recognize that not everyone can or should know everything about “systems,” but every designer, every account executive, and every project manager needs to lean on someone who does. Those houses have a “systems” team. That team fields all questions, interacts with the manufacturers, and processes all orders. They make it easy on the custom house because they understand the products, the manufacturers, and the custom house customers.

So . . . the next time an exhibit customer requests an affordable, attractive display for less than $15,000, don’t send them away. Embrace them. It’s $8,000 in your pocket and that $15,000 may eventually turn into a project with one or two more zeros.

What’s your take? Let me know.

–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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Exhibit Specials in May and June

April 27th, 2011 Mel White COMMENTS
Magellan Display Special

Magellan Specials

It’s time for a Miracle or perhaps just a little MOR. In May and June, every Magellan Miracle, MOR, and Mirror kit is on sale. Save 10 percent on these already affordable portable hybrid displays. Choose from (24) 10 x 10 and 10 x 20 inline displays.

What’s not to like about these Classic Displays:

  • Lightweight Aluminum Frame
  • Easy Knob-assisted Assembly
  • Large Format Tension Fabric Graphics
  • Reusable Die-cut Foam Packaging
  • Portable Roto-molded Cases with Wheels
  • Counter, Pedestal, and Workstation Options

Click on the Exhibit Specials button in Exhibit Design Search to see the full assortment.  The sale is effective immediately and runs through June 30, 2011. Have questions? Give us a call @ (866) 621-2100.

Magellan Miracle and MOR Trade Show Displays

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