Trade Show TalesBlog

Archive for December, 2019

Up Your Game Newsletter | December 2019

December 18th, 2019 COMMENTS

Holiday Hours

We would love to close during Christmas or New Year’s week, but your persistent design, quote, and order requests make that impossible. 😊 😉 😉 We’re obviously delighted and thankful for your business. It’s been a hectic November and December. 

We expect an exciting 2020 Q1 as we head into a new decade filled with exciting projects.  Our Holiday Hours are…

  • December 24, Closing at 2 pm. Closed Christmas Day.
  • December 31, Closing mid-afternoon. Closed New Year’s Day.

The Fab 50

Each year, Event Marketer Magazine selects the 50 Best Exhibit Builders. Otherwise known as The Fab 50. It’s a tough list to make, and we are delighted to be one of the honorees. It’s our fifth time! 

See the announcement here. See the full list hereCongratulations to all the other 2019 Fab 50 Exhibit Builders. 

Here’s a weird fact about the Fab 50. Classic Exhibits is the only company on the list that’s a supplier to 29 of the 49 other winners. Yep. Kinda weird but also really great. We love our Distributor Partners and are overjoyed they made the list. We are also proud to be their supplier and to be recognized by Event Marketer for our own, albeit often hidden, merits as North America’s Largest “White Label” Exhibit Builder.  

EXHIBITOR Portable Modular Awards

Once again, we scored multiple finalists in the 2020 EXHIBITOR Portable Modular Awards. Nine Classic and Eco-Systems designs this year. Does it get old being named a PMA finalist year after year? IT DOES NOT! 

Congratulations to the Classic and Eco Distributors that allowed us to submit their projects. To see all the finalists by category, click here. To vote for the annual PMA People’s Choice Award, click here. You can vote once a day per device for the next 100+ days.

Please note the banner ad at the top of the page (InCharg Charging Solutions). For the seventh straight year, Classic Exhibits is sponsoring the People’s Choice PMA page. 

EXHIBITORLIVE 2020

Yes, it is really kinda late this year. Officially March 29 thru April 2 for the conference. Just in case you are counting, Classic Exhibits has had a booth at every single EXHIBITOR.

This year we’re taking a different approach. We’ve reserved about the same sq. footage as in the past, but instead of an island, we’ll have two perimeter inlines (#220 and #242). One will feature our new Symphony System. The other will be… well, we’re still deciding but it will have a decidedly custom appearance and theme.

If you are attending EXHIBITORLIVE and want a FREE exhibit hall pass, go to this page and enter code 4044. There’s no limit on the number of free passes so share and share away. Seriously, please SHARE!

New Symphony Portable Display System 

Curious about the Symphony System launching in January? See the video.

Additional Videos

Get Help w/ Your Trade Show Marketing. Trust Me, You Need It!

December 9th, 2019 COMMENTS

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Do You Have a Plan? Probably Not.

Most trade show exhibitors don’t have a plan when it comes to exhibition marketing. They purchase a display, which they think is THE PLAN. Trust me. You need help! 

If you are reading this, you are probably a sales/marketing professional with a history of accomplishments. You got there by being persistent, creative, and organized. You rely on Act-On, Marketo, or HubSpot for automation. You use CRM software like SalesForce or Infusionsoft. You have a comprehensive email campaign strategy and track it with Constant Contact, Yesware, or MailChimp.

When you have challenging problems, you tap into consultants for lead generation, sales training, social media, and SEO. And, when it comes to advertising, you have a team dedicated to maximizing your spend and metrics. In this hyper-competitive marketplace, you need every advantage that money, strategy, and discipline can bring.

And Then You Wing It!

Do You Believe in Trade Shows? That’s not meant to be a loaded question. You either do or you don’t. There’s no middle ground because exhibitors who “waffle” when it comes to trade show marketing are mostly wasting their money.

That’s not to say that trade shows are the same as trade shows pre-Internet. They’re not. Trade shows are much more efficient than they used to be because most attendees no longer “walk” the floor. They “research” and “shop” the floor just like they would an online purchase. They’ve already decided which companies they’ll visit days, even weeks before their feet hit the aisle carpet. Getting them to your booth pre-show is more important now than luring them into your booth at the show.

stk313213rknDo You Believe in Metrics and ROI? Of course you do. Imagine conducted a sales/marketing meeting or presentation without metrics. You love numbers. You love studying and reciting them to others like parables from the Bible. You get visibly excited using a spreadsheet to compare the Toledo to the Albuquerque office.

But, when it comes to your trade show marketing, you are like a four-year old with blocks, relying on the # of leads to judge success. Sadly, you pat yourself on the back if the leads are electronic and not a roll of paper cascading off the counter. For most exhibitors, anything beyond that falls into quantitative voodoo. There’s no measuring costs per show, return on sales, or contribution margin per client.

Are You a Good Judge of People? You should be. It’s kinda required for anyone in sales and marketing. At every trade show, you are doing two things:  meeting with customers and suppliers and evaluating your trade show staff. Far too often, we are spectacular at the first and abysmal at the second. We view trade show staffing along the same lines as a wedding invitation — the more the merrier and we pray no one gets so drunk they puke in public. When we do hold staffers accountable, it’s condensed into a pre-show rally which includes 10 minute booth training. It’s a joke.

Are You an Expert in 3D Marketing? I won’t bother to feed your ego on this one. You aren’t an expert. Not even close. You may be an expert at banner ads or print advertising or closing techniques, but you probably don’t know squat about exhibit design and trade show marketing. How do I know? Experience working with exhibitors and walking shows. Now, don’t misunderstand me. You know marketing and you know sales, but you decided at some point to believe that trade show marketing is more of the same. It is and it isn’t, and you’ll blow a ton of money until you know what works and what doesn’t.

Take Some Advice from a Trade Show Professional

VK-5088aaI mean this literally. Take some advice from a trade show professional.

1. Work with your Exhibit House. Exhibit Houses and Distributors do much more than design and build exhibits. They work with exhibitors on strategy, show services, ROI tracking, booth training, etc. They see the painful mistakes that their clients make that cost them money and prevent them from succeeding at trade shows. Believe me . . . they want your trade show marketing to be wildly successful. That way you’ll add more shows to your schedule, you’ll purchase new exhibits, and you’ll tap into their services.

2. Work with Independent Consultants. Like any industry, the trade show industry has seasoned independent consultants who want to share their advice for a fee. Some are generalists. Others specialize in booth staff training or ROI measuring or social media marketing or lead generation or overall trade show marketing. They know their stuff. They are paid to know their stuff. Don’t know who they are? Ask your exhibit house or use this niffy tool called Google. That said . . . always get references and do your homework.

3. Become an Expert. You can either continue to whine or you can take classes at EXHIBITORLIVE. There are hundreds of classes each year on every imaginable topic related to trade shows and trade show marketing. The classes are a great place to meet industry professionals and share your successes and failures with colleagues. For such a big industry, it’s actually a very small community.

No one can know everything. And what’s true for marketing automation software or social media advertising is also true for trade shows. Know what you don’t know and for everything else, seek help.

Cheers!

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

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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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PRESS RELEASE: Classic and Eco-Systems Sustainable Strengthen Relationship

December 2nd, 2019 COMMENTS
Classic Press Release

Click to Download PDF Version