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Polishing Perfection: Word on the Street — June 24th thru June 28th

June 30th, 2013 Mel White COMMENTS
Who are We Trying to Impress?: Word on the Street -- June 24th thru June 28th

Word on the Street by Kevin Carty

This has been on my mind for some time so I am going to share a little more “Seth-Wisdom” with you. Seth Godin that is. Only because he nails this conundrum.

First, the issue. We design, manufacture and sell tradeshow exhibits. We depend on you to find new clients or to work with your existing clients to develop their tradeshow program. But there is, at times, a fly in the ointment or a pink elephant in the room. It’s YOU!

Whether it’s in design, build, or even in the final review, we sometimes find ourselves tweaking and revising the salesperson’s wishes rather than what the customer wants. Especially in design. I am amazed at how many times a designer has participated in a design meeting(s) with the end-user, then comes up with a great design for the client only to have it incessantly revised based upon what the salesperson wants — not what the client wants. And, of course, we make the changes, but 100 percent of the time once the design lands on the client’s desk, we end up changing it back to the original design.

This is not a complaint . . .  but it kinda is. No one questions your wisdom or your knowledge of exhibit marketing gleaned from years and years of working with exhibitors. It’s invaluable. It’s indispensable. Your guidance ensures that your client makes smart decisions about trade show marketing.

Ours is a specialized business, a knowledge that comes primarily from working with hundreds of clients.  However, and far too often, the account executive makes decisions based on their preferences, not their client’s preferences. You hear statements like, “I’m doing this for the client’s best interests.” Which is fine . . . kinda . . . but not when there’s a laundry list of “best interests” that the client never hears about and then discovers at the preview or the show site.

What really impacts the project is when we are in the final staging of an exhibit and then have to make last minute production changes based on what the account executive wanted only to find out later that the client was not expecting the changes. But I digress.

This came from my daily Seth email.

Polishing Perfect

Perfect doesn’t mean flawless. Perfect means it does exactly what I need it to do. A vacation can be perfect even if the nuts on the plane weren’t warmed before serving.

Any project that’s held up in revisions and meetings and general fear-based polishing is the victim of a crime. It’s a crime because you’re stealing that perfect work from a customer who will benefit from it. You’re holding back the good stuff from the people who need it, afraid of what the people who don’t will say.

Stop polishing and ship instead. Polished perfect isn’t better than perfect, it’s merely shinier. And late.

Now I am not saying that we don’t strive to be perfect. We most certainly do! But in the end, our goal is perfection per the end-user’s expectations. Not my expectations. Not the account executives.

If you take exception to my comments, please share your thoughts.

Hope you have big plans this coming week for the 4th of July holiday. Have a great time with your family and friends.

Kevin (not yet perfect) Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Magellan Portable Hybrid Displays

June 28th, 2013 Mel White COMMENTS

Whenever we conduct an Exhibit Design Search (EDS) webinar, we reserve 5 -10 minutes to review the Classic Hybrid product lines. We have five hybrid lines . . . well kinda. In reality, we have six or seven or even eight if you toss in the rentals, table tops, several Euro LT designs, and even Eco-systems Sustainable (which is a separate company but represented in EDS). It can be confusing.

The Classic distributors who attend Shared Knowledge University (SKU), our comprehensive training program, hear the history and the explanation of our hybrid lines. They always tell us that what was confusing, now makes sense. So, over the next few weeks, I’ll do my best to encapsulate the SKU review into a series of blogs about the Classic Hybrid lines. We’ll begin with Magellan.

What Makes a Magellan a Magellan?

Magellan Miracle Hybrid

Magellan Hybrid Displays was Classic’s third hybrid line, launched (if I remember correctly) in late 2008 or early 2009. I  remember very, very clearly why we created the Magellan line, and in particular, the Magellan Miracle. Several months into The Great Recession, sales of our existing hybrid lines, Visionary Designs and Perfect 10, had stalled. We were hearing from distributors that price, while always a factor, was now paramount. We knew we needed to react quickly, but we didn’t want to create a basic aluminum box with a graphic. It had to have “presence,” but be less expensive than a Perfect 10.

Many of you have heard me say the price of a hybrid is not complicated. There are three major elements:  the metal (size and shape of the profile, straight, or curved), the graphics (size and quantity), and the accessories and components. You can add a four element if you collectively include design, assembly, and packaging, which also contributes to the price. To reduce the cost of a hybrid, you use less expensive profiles, have fewer bends, smaller or fewer graphics, and limited accessories.

Z 45 Aluminum Extrusion

The Magellan line is (almost exclusively) built with the Z 45 profile. Why the Z 45? It’s relatively inexpensive, extremely versatile, and very attractive. In addition, our metal bending expertise allows us to bend it in both directions (what we call the hard and soft edges). That means the Z 45 can be used as both a horizontal and a vertical, and bent to create a variety of interesting shapes.

Miracle

The Miracle was the first Magellan. Like the Perfect 10, it has two large fabric graphics, each 96 in. tall. And, like the Perfect 10, the verticals are curved. However, the Miracle has less extreme curves, fewer accessories, and a limited set of options. The Miracle, as with all Magellan Displays, is a “Knob-assisted Assembly” system, meaning that about 85% of the assembly uses attached knobs. Where a knob would be visible or impractical, a hex key tool is required. These changes allowed us to price it about $1300 less than a comparable Perfect 10.

Fortunately, the Miracle was an instant success. One distributor was so sold on the concept (and hungry for sales) that she based her entire quarterly marketing campaign on the Miracle. It saved her quarter and jumped started her year. The positive feedback encouraged us to create other Magellan designs, some with similar price points such as the MOR and the Magic. But we didn’t stop there. The versatility of the Z 45 meant we could design more intricate, more upscale, and more expensive designs such as the VK-1043 and VK-2056.

So, when should your client consider a Magellan Hybrid? There are two directions:

1. Limited Budget/Attractive Design

  • 10 ft. and 20 ft. Inlines
  • A budget that won’t stretch for a Visionary Design or a Perfect 10
  • Your client requests a portable system that they can assemble at the show
  • They want something more than a basic curve, box, or pop-up
  • They want large vibrant fabric graphics
  • They need a workstation for a monitor
  • Die-cut reusable foam packaging and numbered components
  • Examples:   Miracle, MOR, Magic

2. Larger Budget/Distinctive Design

  • 10 ft and 20 ft. Inlines
  • Larger, more flexible budget
  • Loves curves. Wants the booth structure to be unique
  • Likes the idea of portability, whether they need it portable or not
  • Needs counters, workstations, headers, multiple large fabric graphics
  • Die-cut reusable foam packaging and numbered components
  • Examples:  VK-1083, VK-1085, VK-2049, and VK-2045

Next time, we’ll review Perfect 10 Portable Hybrid Displays. That’s an interesting tale of what happens when you discover a major, untapped segment of the market that EVERYONE has ignored.

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

**********************************************

Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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Meet Katrina Broten, Our Design Intern: Word on the Street — June 17th thru June 21st

June 23rd, 2013 Mel White 1 COMMENT
Katrina Broten, Our Summer Designer Intern: Word on the Street — June 17th thru June 21st

Word on the Street by Kevin Carty

The Classic Family is very happy to welcome Katrina Broten to our Design Department as a Summer Design Intern. Many of you might remember Katrina from earlier postings. She and I met through the EDPA Mentorship Program with Bemidji State University last fall. During her final year, she collaborated with Mike and Katina from the Classic Exhibits Design Department as she worked on her senior projects. She also made a visit to the Classic facility for several days and attended EXHIBITOR2013 where she met many of you at the Classic Exhibits Distributor Appreciation Suite.

We look forward to spending the summer with her and hope that we can assist her career as an exhibit designer.

Here is a brief introduction she wrote.

Katrina Broten (not to be confused with Katina)

I’m on the right. 😉

Hi. I’m Katrina, a graduate from “Burrmidji” State University (a university in northern Minnesota known for bitter cold weather and lots of snow) with a B.A. in Design Technology with an emphasis in Exhibit Design. My mentor, Kevin Carty and the team at Classic Exhibits, has granted me the privilege of starting my career here as an intern. I’ll be learning the ropes and gaining real world skills of the exhibit industry.

In an ironic/destiny sense, it’s funny how this amazing opportunity presented itself. First of all, I have always had a love for Portland Oregon. My aunt lives here, and I have visited many times. Portland is a beautiful city where I have a strong connection. Knowing this will help explain where the irony of my story.

I was introduced to Kevin through the mentor/mentee program that, as a student, I applied for while attending my final year at Bemidji State University. Well to tell you the truth, I kind of spaced out the deadline for this application, what with homework, projects, and multiple jobs. Eeeek!  BUT, using my quick-witted communication skills, I managed to get squeezed into the system and was lucky a few pairings were left. Shortly thereafter, I was sent an email informing me that Kevin Carty was my mentor.

Katrina Broten

Since I started the program late, I thought, “Oh great! I’m going to get stuck with the opposite of what I’m looking for. This is going to be a mess. Will he even have any advice to share with me or want to share with me? Why did I do this? I’m going to be punished for being late! Cripes, I’m screwed!” I emailed Kevin with the hope that I would not be wasting my or his time. About a week went by and I figured I was right . . . but then to my surprised he emailed me back.

This email gave me some reassurance that I would actually have contact with my “mentor.” I was relieved, but still didn’t know what to expect. A few more days went by, and I was contacted again and after some small talk, Kevin invited me to Portland to visit Classic and tour the company. I was shocked! In January, we planned a time that would work and after a nervous plane ride, I arrived and had the most amazing experience meeting everyone and learning the “Classic Way.”

After the trip to Oregon, I kept in touch with Classic and Kevin. At EXHIBITOR2013, we met again and Classic invited me to their hospitality suite, their booth, and we had some amazing adventures in Las Vegas. Now I am back in Portland with the entire team whom I have come to enjoy! I look forward to this internship. I’m already immersed in Design working with Katina and Mike and understanding their world. Pretty eventful to say the least. Honestly, I couldn’t have asked for a better mentor or company.

I look forward to working with you, the Classic Distributors, over the next three months.

Katrina Broten
kbroten@classicexhibits.com

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40′ x 40′ Custom Island Exhibit by Classic Exhibits

June 21st, 2013 Mel White COMMENTS

The 40′ x 40′ Calypto Island Exhibit was built by Classic Exhibits for Exhibits Northwest Portland. The custom construction island featured a 40 ft entrance with downlighting, backlit reception counters, silicone edge graphics, and three large monitors all framed by two large “C” bookends. Behind the entrance was private meeting rooms. Built using wood cam-lock construction, primarily 4 x 8 panels.

The Account Executive was Tyler Poage. Edie Arambula was the Project Manager from Classic Exhibits, and Greg Garrett was the exhibit designer (www.greggarrettdesign.com).

Congratulations to all involved and a special “Shout Out” to Classic’s Wood Fabrication crew. Great job everyone!

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

**********************************************

Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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Let Your Fingers Do the Talking: Word on the Street — June 10th thru June 14th

June 16th, 2013 Mel White 6 COMMENTS
Let Your Fingers Do the Talking: Word on the Street -- June 10th thru June 14th

Word on the Street by Kevin Carty

It’s on your desk, in the battery charging cradle at home, or in the tray in your car. Some are black, some are white, some are shiny. They all have numerical keypads . . . keypads that rarely get used by anyone under 35.

It’s Your Phone

A phone, by definition, is an instrument that converts voice and other sound signals into a form that can be transmitted to remote locations and that receives and reconverts waves into sound signals.

In other words, it’s intended to talk to other people, something that is clearly lost on anyone between the ages of 12 and 35. That’s not to say that people older than 35 aren’t voice adverse as well, but clearly the under 35 generation has a totally different application for their phone.

So why am I talking about this? Because it frustrates me. In business and in our personal lives, too many of us have abandoned personal conversation in exchange for 140 characters, and I would contend that it is causing more problems than it is helping.

Email and texting both have a very valuable place. I use my phone to text, and I’m immersed in email all day long, but there is something that neither of them can accomplish. They cannot convey accurate “tone” like a phone call. Too many times, people tap a message only to find out than the recipient interpreted it in a totally different way than it was intended. When there’s no tone, tone is supplied by the reader.

In the workplace, this can be a problem, one that can escalate quickly. Most of the time, we send an email or a text to a customer or colleague. This makes sense. It’s convenient, easy, and fast. But when an “issue” arises, it’s much better to pick up the phone and call rather than exchange emails. That way, you hear one another and it’s far less likely to turn ugly. We’re mostly cowards on the phone. Not so much when typing.

A few years back, a family member who was in her 20’s s texted me a question. So I called her. She didn’t answer, but she did text me back saying, “What?” So, I called her back. When she answered, I said, “Why didn’t you just pick up the first time?” The answer floored me, “You’re weird! Who does that? Just text me back.”

Hello! How are you?

I am clearly disconnected. I don’t understand this phone phobia. Maybe I’ve become that old guy, out of touch at 40. I LOVE technology more than most, but it can’t replace conversation.

In our world, whether you are in Accounting, Production, Account Management, Project Management, or Graphic Design, you are in Sales, even if sales isn’t in your title. Maybe not all the time, but a portion of your job requires interacting with customers, suppliers, and colleagues. What is sales? Sales is the transfer of enthusiasm from one person to another. It’s that simple . . . and it’s much easier to convey enthusiasm verbally than in a text.

If you want to combine technology and a voice call, use FaceTime like my 6-year old son. He calls me at least three times a day. And hearing him . . . it’s so much better than a text.

Give me a call. I’d love to hear from you. We can chat about the Good Old Days, before the youngins’ ruined everything.

Kevin, The Old Guy
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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