You can read the Annual State of the Company in the blog post or by clicking on the image and downloading the PDF. In addition, there are two URLs mentioned in the article (but are not clickable). See the bullets below:
I was mindlessly scrolling through Facebook the other day when I came upon one of those “what if” questions an old high school buddy posted: “If you could go back in time and give your younger self advice, what would you say?”
Personally, I’m not a fan of these “what if” posts. What’s the point? Facebook is for showing others how sunsets look from your backyard, not for turning the clock back 10 years to address things you have no ability to change.
And then destiny stepped in… “Ding!” It’s an email from Mel White.
Harold –
You have a unique perspective regarding your visits with Distributors because of your 10 year gap in the industry.What would you say are the biggest differences between your meetings 10 years ago and your meetings now?
I am very curious.
When destiny speaks, Harold listens. Time to look back 10 years and identify “What’s Different.”
Harold Who?
Most of the folks I’m meeting don’t know me. Maybe they’ve heard my name, but most are unaware of me or my experience in the industry. This is a constant reminder of the old axiom, “What have you done for me lately?”
I have minimal street cred with many Classic’s Distribution Partners so I am often starting off new. It’s up to me to build those relationships and earn their trust, confidence, and business.
I Swear… You’re the Only One!
It’s 2020. Dedicated Distribution is a thing of the past. Back in the old days when I visited a city, it was to meet with our sole distributor who represented that territory.
Times have changed, and I understand why but it requires a mental adjustment for me.
Today I plan my visits to see multiple Classic Distributors that either sell our products or that might sell our products in that territory. Some are primarily custom houses. Others portable modular. And then there are agencies who tap into Classic for special projects.
The Person Who Said, “You Only Get One Chance to Make a First Impression” Wasn’t a Regional Sales Manager.
When I visited Distributors ten years ago, I’d share our latest headlines: “What’s new? Check out our new widget! Cool, right?” Show and telling our newest products and services was of prime importance to keep our extended sales force informed and up to date.
And while I still do that, there is greater emphasis placed on discussing all of the things Classic provides rather than simply the newest toys in our box. Faster and constant turnover of Distributor employees is one of the primary reasons. “Where’s Jim?” “Jim? Get with the program. Jim left 3 months ago. But meet Billy. Billy’s the new Jim.”
It’s like I’m starting all over with every visit. So I get LOTS of chances to make a first impression for better or for worse.
I Love the Pix my New iPhone Takes. Wait a Minute… Are You Telling Me It Can Make a Phone Call Too?
Vintage iPhone
That tiny little computer I carry around in my back pocket does SO much more than make phone calls. It’s a robust and multi-faceted tool. Same with Classic. Many Distributors think of us as the company that only provides whatever it is they last purchased from us.
Ten years ago, most of our Distributors knew exactly what we offered. Today, some Distributors know us as the company that rents highly customized booths. Others think of us as an extension of their own shop floor during the busy season capable of building exhibits straight from their designers’ renderings. And yes, some of our Distributors think of Classic as the company to turn to for high quality, affordable portable/modular exhibits, charging stations, or iPad stands.
Regardless of which niche you put us in, we do more than that.
AE? AM? AP? Sure, I’ll Meet with You!
I used to meet almost exclusively with Account Executives when visiting a Distributor. Geez… how old am I?! Today decisions about which vendor to use are made by lots of folks in addition to Account Executives, like Account Managers, Purchasing Agents, Designers, and sometimes a guy named Joe with no title.
Our internal contacts at Distributors have not only increased but have also gotten a bit confusing. Sometimes the internal contact changes based on the client (which makes sense). Other times it changes because it’s a custom project or a rental or a portable modular order. All that makes my job both more challenging and interesting.
The Smithsonian Called… They Want Your Showroom
Most Distributors used to have a showroom. Ha! Today there is more space for previewing a Client’s new booth than there is for a showroom. One of the obvious reasons is that most Distributors are selling to clients from all over the country and not just from ”the neighborhood.”
As I talk to Classic Distributors, they tell me a showroom isn’t as important anymore. And with square foot pricing always on the rise, space has to be allocated appropriately. When visiting Distributors. I regularly ask, “How many of your Clients are located within an hour of where we’re standing?” The answers are quite telling — less local, more national.
It’s worth noting here that I am regularly being asked for freebies, loaners, and BIG discounts on showroom units. Showrooms still exist. And some are stunningly beautiful. They’re just becoming an endangered species. #savetheshowrooms #givetoyourlocalshowroomfoundation
Extrusions are Like Opinions. Everyone’s Got One But Few are As Good as Mine
Ten years ago, Distributors were ramping up their rental inventory with pallets of metal extrusion. Octanorm. AGAM. beMatrix. Aluvision. All had a place on select shelves. Today I still see examples of all four with beMatix leading the way.
For obvious reasons, Distributors ask their sales teams to promote the system sitting on their shelves. But more and more Distributors wish they could turn the clock back on their extrusion investments. Their reasoning is quite simple. It’s tough to compete against other exhibit houses when everyone is usingthe same building blocks. We’re seeing design saturation on the show floor with many booths looking the same just with different graphics. And clients are noticing.
When I share info about Gravitee, Classic’s tool-less extrusion system, Distributors take notice. Tool-less means no tiny connectors to lose and best of all – much faster set up!When you combine the money saved on I&D with the refreshing look of unique designs, many Distributors are wishing they could turn the clock back 10 years.
Some Things Never Change
Why is Cilantro Still a Thing?
The last one has nothing to do with trade shows or exhibitions. But seriously, “Why is cilantro still a thing?” I would have hoped that this disgusting herb would have gone the way of dedicated distribution. But alas, it still thrives. Blecch.
Harold Mintz is a Regional Sales Manager at Classic Exhibits. You can contact Harold at harold@classicexhibits.com.
In 2019, we received a utility patent for the Gravitee One-Step Modular Wall System. Today, we receive our federal trademark registration for the Gravitee logo. For anyone who’s ever sweated over a logo with all the opinions and iterations that accompany it, you know this is a big deal. Obviously, we’re very happy.
Thanks USPTO! I bet they don’t hear that very often.
Since 1993, Classic Exhibits has been North America’s leading builder of quality trade show exhibits for professional exhibitors. Browse through 1500 contemporary displays or request a custom design personalized to your trade show marketing goals.
Find success on the trade show floor with an exhibit that reflects your marketing message… at a price that will make your CFO giddy. For more information, see http://www.classicexhibits.com.
Each year, Event Marketer Magazine selects the 50 Best Custom Exhibit Builders in North America. Otherwise known as the Fab 50. It’s a tough list to make and a huge honor to be selected. Earlier in the year, we were selected as a Find It Top 40 Exhibit Producer by EXHIBITOR Magazine.
We are delighted to make the Fab 50 2019 List. It’s the fifth time Classic Exhibits has been selected. To be honest, we’re always a bit surprised when we make the Fab 50. Not because we don’t believe we deserve it, but because our business model makes us an outlier or anomaly compared to the other winners.
If you know anything about our history, we started as a portable or systems manufacturer over 25 years ago. We still design and build portable displays, but about 60% of our annual sales volume is now custom or custom-modular construction which includes both purchase and rental orders. And unlike to the other winners, we are not your typical custom house. We rarely work directly with exhibitors and while we do offer storage and turnkey services, they are arranged via our distributor partners.
North America’s Largest White Label Builder
Confused? We often describe Classic Exhibits as “North America’s Largest White Label Exhibit Builder.” In short, we are a designer and builder for custom houses, portable/modular distributors, and design agencies. We are largely invisible not only to exhibitors but often to others in the trade show industry since we don’t sell direct. Generally, we brand crates, setup instructions, even private label websites with the distributor’s logo.
Here’s a weird statistic 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 delighted 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.
Our thanks to the folks at SocialPoint for creating an infographic based on a survey about Trade Show Giveaways.
Few trade show tasks are as fun and frustrating as selecting the appropriate giveaway. Gone are the days when the options were limited to pens, mugs, stress balls, and calculators. There are thousands of promotional products from thousands of vendors. So how do you choose?
As with any marketing decision, you need a strategy and the giveaway should advance it. The infographic below presents strategies, features, choices, and perceptions on the best trade show giveaways. Finally, as a gentle reminder, don’t wait. Not only will you save money, but you’ll ensure any mistakes are corrected before the show.
