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Archive for January, 2023

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One Thousand Seven Hundred and Forty-one Miles w/ Harold Mintz

January 16th, 2023 Harold Mintz COMMENTS
Harold Mintz on the Road for Classic Exhibits
Travels with Harold

The trip odometer read – 1741 miles. That’s one serious road trip. Just a few weeks ago, I traversed the Southeastern United States for two weeks to visit Classic Exhibits Distributor Partners in South Carolina, Georgia, and Florida. Driving that many miles over 13 days gave me plenty of time to experience life on the road.

Yes. Go!

Most road warriors understand that business travel impacts others as much as themselves. Sitting at the top of this list is how your absence can affect your family life. The longer the trip, the more impact.

Me: “Dear, I’m starting to plan a business trip for early December. Looks like I might be gone for a few weeks. You OK with that?”

My Wife: “Yes. Go!”

Well, that seemed a bit too easy. Make a note to bring Susan back pecans from Georgia. Susan loves pecans.

Notes from My Trip

Driving in GA, South Carolina, and Florida

Sales Volume – Almost everyone’s sales were up in 2022. And not just up. Most distributors on this trip told me that 2022 was their best year ever (financially).

Showrooms – Are they making a comeback? No, not from what I’ve observed. But one thing is obvious… those who have showrooms stand out and get noticed! Of the 17 offices I visited, only 4 (four) had showrooms. These four offices had impressive showrooms showing a wide assortment of products including double decks, backlit graphics, LED signage, interactive digital offerings, etc. And the showrooms weren’t just there “for show.” They also served as client meeting/conference rooms. Clients were surrounded by product and design offerings without being actively “sold” on them.

Petrol – I live in Los Angeles. As almost everyone knows, gas prices in California are stupid. At the height of the stupidity, we were paying over $7.00 per gallon. As embarrassing as this may sound, I do a happy dance in CA when gas is only “$4.95/gallon.”

On this road trip, I stopped to fill the rental car somewhere outside of Atlanta and gas was $2.39/gallon. Less than a gallon of milk. I texted my wife a picture of the prices, and her response was “Forget the pecans… bring home gas!”

Gray Hair – A question I try to ask all Distributors during a visit is, “What is currently giving you gray hair? Short term or long term… what do you need to work on or fix to make your business run more smoothly?”

Trade Show Exhibit Showrooms

When You Ask Questions, You Get Answers

Of the 20 or so times I asked this question, here are some of the most common answers I received:

  • Managing Staff (HR, employees new to the industry, and training)
  • Vendor Quality (no, not Classic, but discretion prevents me from speaking poorly about competitors)
  • Client Response Times are running like molasses in January
  • Still need more hands on-deck (specifically in the shop)
  • To Portable or Not to Portable… THAT is the question. It almost takes as long to sell a 10 ft. display as it does an island. Some are weighing dropping the attention paid to smaller booths.
  • Turn Times are Still a Challenge (they’re better than they’ve been but not “back to normal” just yet)

Customer Mix – New vs Existing – Another question I tend to ask is “What percent of your business comes from Existing Customers vs New Customers?” While I tend to get a variety of answers, the vast majority tell me that 75% of business comes from current/former clients while 25% comes from new contacts or referrals. (Looking for ways to tip the scales toward NEW Clients? Send me an email and I’ll tell you – Harold@classicexhibits.com)

Just Like a Doorknob – I stayed in a different hotel just about every night. I’d check in, drop my bag off into my room then go out for my evening meal. When I would get back to the hotel, I head to the elevator and press my floor’s button. The elevator rumbles up to the 3rd floor and the doors open. I now have a decision to make – is my room to the left or the right?

Doesn’t matter… Whichever direction I choose is wrong! ALWAYS WRONG! It’s comical. I have the sense of direction of a doorknob.

Classic Exhibits Road Warrior Harold Mintz

In Closing…

Two weeks is a long road trip: Two weeks of bad coffee, loud hotel neighbors, and being away from home and family.

Our industry is filled with seasoned Road Warriors. I learned from the best — Alex, Dave, Reid, Jen, Tom, Hendrik, Lynn, Gina, Kevin, and Mel. So many folks who drive our industry forward. If you are a Road Warrior, regardless of your role, I feel for you and appreciate what you do.

Last but not least. Classic’s Distributors make this job easy to enjoy. You never cease to surprise and amaze me. Like when you:

  • Ask a question about my family or past health issues
  • Get excited to learn something about Classic that you didn’t know a few minutes before
  • Share intimate tidbits about your own personal lives
  • Finally, when I connect with a new salesperson who like a sponge sucks up everything I say. Thank you!

The exhibit industry really is a family. I appreciate the opened doors and the time you spent with me last month. Already looking forward to the next trip. But more on that later.

— Harold Mintz, Regional Sales Manager, harold@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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The Three Rules of Trade Show Marketing

January 16th, 2023 Mel White 3 COMMENTS
The Three Rules of Trade Show Marketing
The Three Rules of Trade Show Marketing

Trade Show Marketing isn’t complicated. It can be reduced to three simple rules. Everything else is a business decision. Here’s the difference: Buying a 10 ft. portable vs. 20 ft. custom island — that’s a business decision. Staying at the Hilton vs. the Quality Inn — that’s a business decision. Getting a professional presenter for the booth — that’s a marketing decision.

Confused? Here’s ALL YOU NEED TO KNOW about trade show marketing to be successful.

Rule #1. Problem and Solution.

Your message must state a problem and a solution, either explicitly or implicitly. Attendees are there to find solutions. They may not know they have a problem until you provide the solution. When Chrysler introduced the minivan back in the 80’s, their marketing focused on showing families that their vehicle was either too big or too small. In an attempt to be clever or creative, we forget we’re selling something. Selling is all about identifying needs and pains… and then providing the right solution.

Trade Show Marketing Rules

Rule #2. Get Noticed.

It’s called a “show” for a reason. You spent money to be seen at the show. BE SEEN! Does that mean dressing in a clown suit and standing in a booth made of balloons? No, unless that’s your culture (or you are selling balloons). Most companies approach trade show exhibits and graphics like they’re buying a mid-priced sedan: “I’d like a Honda Accord in silver.” Take a chance. You want to be different. That doesn’t mean it shouldn’t be practical and contain everything you need to showcase your product or service. Even Melba Toast doesn’t have to be Melba Toast at a trade show.

Does your product lend itself to a professional presenter? That’s one way to get noticed.

Pre-show marketing. There’s no better way of getting seen than by developing a pre-show campaign that drives attendees to your booth. In today’s Internet-driven, social media-focused market, getting someone’s attention before the show is as important, if not more important, than being seen at the show.

Rule #3. The Right People.

If you bring ten people to the show, at least six are the wrong ones. Why?

  • They don’t know the products and services
  • They don’t have charismatic people skills
  • They are not personally invested in the show results
  • They did not participte in the pre- or post-show planning.

Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment.

Displays

You’ll often hear that 80% of trade show leads are wasted. I don’t know if that’s true, but I do know that bringing the right employees to the show solves that problem. The right employees won’t let a lead sit on someone’s desk or be forgotten on a jump drive. They’re relentless about post-show follow-up because they understand how much time, effort, and money went into planning and participating in the trade show.

Want to be a trades how star? Focus on these three rules. Everything else, while important to your bottom line, your ego, or your HR Department, is just a business decision.



–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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Posted in Mel White, Trade Show Marketing | 3 Comments »

What Smells? Top 11 Trade Show Odors

January 16th, 2023 Mel White 1 COMMENT
What Smells at Trade Shows

The Top 11 Trade Show Odors

Like me, you probably attend multiple shows every year and each one has its own unique trade show odors. The larger the show, the more the sensory overload. It can be overwhelming, but for most of us, the excitement and opportunities makes it all worthwhile.

It’s tempting to focus on the sights and sounds, but trade shows are about other senses as well, such as taste, touch, and smell. We don’t often think about the familiar “smells” of trade shows, but there are many, which we all recognize as  pleasant or unpleasant. Indulge me for a minute as I explore the olfactory sensations common to most trade shows and events. In other words, what stinks and what doesn’t.

1-5 Smells

trade show odors
What Smells? Pleasant and Unpleasant Trade Show Odors

B.O. You knew this would be on the list. Go ahead, call me a brainwashed, overly-sanitize consumer of the antiperspirant consortium. I accept that label. But I don’t think I’m alone in being repelled by the acidic pungency of B.O. I can deal with mild, slightly sour B.O. but the clingy stench that leaps from the B.O.’er to your clothing in milli-seconds is totally unacceptable.

Peppermint. Mints are the 6th food group at trade shows. They are everywhere from standard star mints to licorice mints and from packaged promotional mints to over-the-counter mints. Thank goodness for mints. I am especially thankful for Altoids, the nuclear bomb of mints. One Altoids has the power to create a nearly impenetrable minty force field (with one exception – see #10).

Hangover. This smell varies from person to person. On a scale of 1-10, with one being OK and ten being gross, here are three examples:

#1 – Musky. This person got home late, had a few too many drinks, and may have been in a smoky bar.

#5 – Vodka sweats. Not only is alcohol still in their bloodstream, but they are perspiring booze. Whether you like it or not, you’re sharing every fancy martini they had last night . . . but with a hint of salt.

#10 – Vomit (mingled with the above). Enough said.

Propane Fumes. Most forklifts and hi-lifts at convention halls use propane as fuel. The smell isn’t necessarily offensive, particularly if it’s only momentary. It’s the combination of the smell and the heat from the exhaust at a summer show which can be overwhelming. I know they make electric forklifts. With all due respect to Hank Hill and the Strickland Propane Co, I prefer electricity.

Windex. This smell varies depending on the brand and the cleanser, but the unmistakable aroma of cleaning solvents permeates every show hall when the doors officially open. If you’re a germaphobe, it’s the equivalent of crack cocaine.

6-11 Smells

chocolate-chip-cookie_revised

Fresh Baked Cookies. Fresh-baked chocolate chip cookies have become a trade show staple for many exhibitors. It’s a smart idea, but you have to be willing to feed not only prospective customers but also every other exhibitor within a 500 ft. radius Just writing about it makes me want to drive to the mall and purchase a half-dozen cookies at Mrs. Fields. Yum! (ditto — popcorn)

Men’s Cologne/Women’s Perfume. Before anyone corrects me, I know there is some hoity-toity difference between cologne and perfume, but I’m lumping them together anyway. Personally I don’t mind the scent of cologne/perfume, but I emphasize “scent.” It should be subtle. Recall my earlier observation about B.O. This applies to perfume and cologne as well. If your cologne causes someone to visibly wince in pain, then you may want to scale it back a gallon or two.

Feet. Your feet. Not others. Most of us are desk jockeys. We’re not accustomed to walking the show floor or standing for hours. We’re weak. I’m not saying your feet stink, but your may want to add a little Industrial Strength Odor Eaters to your shoes before and after the show. And don’t even think about wearing those socks more than once. Show some mercy.

Carpet and Visqueen Vapors. Visqueen is the plastic covering used to protect carpet from general abuse and tire marks during installation. Both carpet and visqueen give off vapors. New carpet in particular can be vapor intensive. Some folks love that smell. Then again, some folks love the smell of gasoline. I don’t get it frankly.

trade show odors

Bad Breath. Yikes. Combine alcohol, coffee, late nights, and a travel toothbrush and you have the perfect petri dish for bad breath. Mints help to mask the odor, but even mints can’t subdue halitosis that’s become a living, breathing alien organism. With family, you can hand them dental floss, a toothbrush, and Listerine, but with colleagues and strangers you pretty much have to gut it out. I once had a colleague hand a customer three Certs and then smile. Seriously. I’m not that brazen.

Desperation. Nothing smells worse than the exhibitor who leaves all the planning for the plane ride. No pre-show marketing. No review of the graphics. Incomplete forms faxed two days before the show. No scheduled meetings with clients. Four days later, the show is about to end, and there aren’t enough leads to fill a shot glass. If they are honest, they’ll regroup and do better job next time. If not, they’ll do what every lazy, worthless, sad-sack exhibitor does . . . blame it on the show and the ineffectiveness of trade show marketing. Now that stinks!

No doubt, I’ve missed some obvious trade show smells. I encourage you to share your smells . . . that didn’t come out quite right. Let’s give it one more try . . . I invited you to share your observations and stories about smells. What odors do you associate with trade shows. The Good. The Bad. The Really Ugly.

Let the comments begin . . . .

–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 and engineered aluminum extrusions (ClassicMODUL). 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.

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Posted in Fun, Mel White, Trade Show Exhibit Tips | 1 Comment »

Classic Exhibits | 2023 State of the Company Letter

January 15th, 2023 Kevin Carty COMMENTS
State of the Company Letter from Classic Exhibits

Happy New Years Classic Distributor Partners

I trust and hope that you had a great holiday season. We did… and we are excited for 2023!

Classic's 30th Anniversary

2023 represents Classic’s 30th year as an exhibit designer and manufacturer. Somehow, we made it to 30 despite multiple recessions, a tech crash, 9/11, and COVID. I’m probably forgetting some other catastrophes along the way but who can keep count. We’ll be celebrating a bit later in the year, including at EXHIBITORLIVE in April, and we hope you will join our festivities.

But first, some thoughts on the past year or two.

2022 in Review

2022 was the exhibit industry’s rebound year. In basketball terms, an effective rebound starts with “boxing-out” your opponent.  We spent much of the year “boxing-out” a host of challenges.

Challenges ranging from supply chain woes that were ever present in the first two quarters of 2022 to exhibitors bound and determined to participate in as many shows as possible. The result was controlled chaos. For all.

By early July, the pricing and supply chain woes were manageable. Are we back to pre-pandemic scenarios? NO… and we likely never will be. BUT the “new” norm has settled in for the most part with more predictable costs, quotes, and turn times.

The one challenge that still exists is finding and hiring qualified employees. While it’s getting better, the jar lid did not loosen until late Q3. Thankfully, that’s improving week by week (for reasons no one fully understands).  

Portable Modular Exhibits

SALES:  Grumbling aside, 2022 was a record year for Classic Exhibits. But it wasn’t easy. The project mix was staggering. We built FAR MORE large custom wood exhibits than in any previous year. All while seeing a healthy increase in kit inlines and islands. Why? Exhibitors were eager to return to trade shows and events. And they wanted to make as BIG of a splash as possible. Especially after the failure of virtual shows. Mind you, we were grateful for every order.

Some Classic Specifics

Classic Shop Photo

We added nearly 30 new employees last year. And by “new” I mean new to Classic and new to our industry. We are grateful to have them in the family and excited to see their progress in their positions. And there are more coming as we expand our production capability.  

A few months ago, we returned to shorter, more predictable lead times. The kits in EDS are now listed as ranges. Those ranges are there for very practical reasons. It allows us to provide you with a shipping date based on your PO and our current production schedule. This has been a welcome change to many distributors, and we appreciate your comments.

What’s Coming in 2023? A Lot!

Q1 will be much like all of 2022. Lots of orders! However, the trade show calendar should return to its pre-pandemic cadence by Q2 with the normal ebbs and flows industry veterans expect. This should be a welcome sign, allowing everyone to catch their breath and refine internal processes. Plus, an exciting new product launch, but you’ll have to wait for more news about that.

After the uptick in large custom builds in 2022, I expect fewer over-the-top projects this year. And not for negative reasons. Simply put, what was built in 2022 will be used in 2023. Instead, our Q1 plate filling with Symphony and Sacagawea kits, lightboxes upon lightboxes, and LOTS of 20 x 20 to 30 x 40 modified islands using Gravitee Modular Panels. We are also already seeing orders for additions/modifications to the large custom booths we built last year.

Portable and Modular Trade Show Displays

Classic Exhibits will be introducing a new cloud-based ERP/CRM system in Q1. We are currently still in the testing stages and will be moving into the broader training phases through January with an expected launch in February. Once live, this will give our Distributor Partners something they have long been asking for, namely the ability to combine Rental and Purchase builds on one order with one PM. Along with that, the data metrics and analytic tools we have built into this new system will allow us to parse and share more immediate data with our internal production, customer service, and sales teams.

Classic will be purchasing new cameras for Peek-A-Booth, our online staging area cameras. The new cameras and software will come online sometime before Q2 2023. This will give you and your clients an even better, more immediate, peek into your Classic projects as they are being assembled.

Classic Rental Solutions
Rental Island Exhibit

Classic Rental Solutions continues to thrive and grow. Not just in sales, but in the depth of their product offerings and services. 2022 was a banner year for CRS. 2023 is already off to a stellar start with a projected record Q1. This may also be a sign of how/where client spending is headed as customers weigh the possibility of a recession and its effects on their industry.

EXHIBITORLIVE 2022 and 2023 (in Louisville)

EXHIBITORLIVE is moving! THIS year’s event will be in Louisville. Personally, I love the change. Not because of Louisville per se, but because OUR industry show needed a change of scenery. Based on the size of the show, I hope the EXHIBITOR Media Group continues to look at other similar size markets for future events. Pricing is another reason. The rates for shows in Vegas have gone up significantly and will continue to rise. The opportunity to “take the show on the road,” if handled well, will provide a fresh perspective and perhaps a new and growing audience.  

Join The Exhibitor Advocate

The Exhibitor Advocate

If you have not heard about The Exhibitor Advocate, please visit their website: www.exhibitoradvocacy.com, Then join their mailing list (no cost), and consider making a donation. The Exhibitor Advocate, an organization led by Jessica Sibila and supported by an outstanding Board of Directors, is long overdue. Their goal is to advocate for exhibitor rights and provide hands-on assistance, with things like surprise billings and show floor service issues.

If we’ve learned anything over the years, meaningful change in our industry will only happen when exhibitors assert their rights. The Exhibitor Advocate is the right tool at the right time to make that happen. Please encourage your clients to join as well. It’s a win-win for both you and your client.

Shared Knowledge University is Back!

Shared Knowledge University

In November, we held our first Shared Knowledge University since 2019. And it was just what the doctor ordered. We hosted 35 Distributor and Vendor Partners in Portland for two full days of training. It was incredible.

We will be hosting two SKUs in 2023! The first will be in June. Contact Jen, Tom, or Harold if you are interested. Seats fill FAST.

Awards and Other Cool Stuff

We were happy to be recognized by the industry in 2022, starting with a Find-It Top 40 Award at EXHIBITORLIVE. We also won the People’s Choice Award for the Slate Island rental project.

Katina Rigall-Zipay, our Creative Director, won the Star Award from FIT. This award recognized her outstanding service and commitment to the FIT Graduate Degree Program in Exhibit Design.  

Lastly, there is the EDDIE Award we received at EDPA 2022 in San Antonio. This one was special. The award has historically been given to an outstanding Online or Multi-media campaign. But we were honored to win this award for our “Classic Conversations” outreach. The idea was to create a space where Classic Distributors and vendors could share ideas, struggles, and successes during and after the pandemic. Kudos to all who have participated in these ongoing conversations.

Are you interested in joining a Classic Conversations group? Let us know. We meet quarterly for an hour via Teams or Zoom. Contact Jen, Harold, or Tom for specifics. All exhibit industry roles are welcome — sales, marketing, design, production, etc. You will not be disappointed. Spending time with others in the industry is invaluable… and a lot of fun!

To all our Distributor Partner Family — THANK YOU. 2022 was hard, and the struggle to bring an industry back to life is ongoing. YOU ALL helped make the adjustment easier.

I often tell my friends and family the following, “Yes, we do some really cool stuff. And it’s stressful even in the best of circumstances. But it’s the people we get to walk this path with each and every day that make it special. They are the reason we come to work each and every day.”

Thank you again for your ongoing support of our Classic Family. Here’s to a prosperous 2023. I hope to see you soon.

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Fun and Games at Trade Shows and Events in 2023

January 9th, 2023 Mel White COMMENTS
Trade Show Games, Digital Activations, and Interactive Kiosks

Trade show booths with clever, interactive games are often the most popular destinations on the show floor. Attendees want to have fun while conducting business.

If you haven’t visited the Games & Digital Activations gallery in Exhibit Design Search, you might be surprised by the varied offerings. It includes 12 games with digital activations by Captello — like Memory Match, Invaders, and Wheel of Riches — along with interactive kiosks by Popshap.

Not sure which game is the right choice. Then click on the demo links and spend the next 2-3 hours “researching” games for future clients. Your boss will be happy you invested the time to become an expert in Whack-a-Mole.

Reminder

Contact Captello and Popshap for information about their products and how to place your order. Same process as with the other strategic partner galleries in EDS (Taylor, Brumark, DS&L, and CORT). Be sure to tell them you’re a Classic Distributor.

Captello and PopShap Games, Kiosks, and Digital Activations

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Posted in Classic Exhibits Inc., Games and Digital Activations | No Comments »

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