Trade Show TalesBlog

Author Archive

« Older Entries
Newer Entries »

2011 “State of the Company” Letter from Kevin Carty

January 11th, 2012 Mel White COMMENTS

Kevin Carty, VP of Sales

Happy New Year! Hope you had a great Holiday Season.

Classic Exhibits Inc. and its divisions continued to rebound in 2011, after showing solid increases in 2010. Across the board, volume grew from 22 to 33 percent, depending on the division. Most refreshing, we saw no single trends, meaning our sales came from kits and custom, rentals and extrusions, and trade shows and retail. Nearly every week we were surprised by interesting projects that challenged and stimulated us.

New Systems Released

SEGUE Sunrise Trade Show Display

SEGUE Sunrise Portable Hybrid

Most new kits were based on MODUL TSP extrusions, which use silicone edge graphics. SEGUE Sunrise is a good example. Released in early January 2011, the Sunrise was one of those product releases you dream about. While it wasn’t the first SEG backwall on the market, it was the first to get it right from assembly to packaging. The Sunrise assembles without tools on both the single and double-sided versions and packs in die-cut foam packaging. Much like the Sacagawea and the Perfect 10, the Sunrise addresses a specific price point while not sacrificing design or value.

We introduced several iPad solutions as well. These have done well. If you haven’t seen them, I would encourage you to add them to your arsenal:  the MOD-211 iPad Counter Insert and the MOD-1276 Kiosk.

Design Monday Anniversary

In February 2011, we celebrated the 6th Anniversary of Design Monday. Kudos to Mel White, Mike Swartout, and the Classic Design Department for creating a marketing broadcast that transformed Classic and made a difference to our distributors. Other manufacturers shared their designs, but Classic made it a weekly feature. You can imagine the discipline it takes to create three new designs each week, but it’s that discipline that sets Classic apart. It forces us to never be complacent about innovation.

Exhibit Design Search/Website Changes

ClassicMODUL Aluminum Extrusions for Trade Shows

NEW ClassicMODUL Website

If you were watching closely, you saw lots of tweaks to Exhibit Design Search. We upgraded the UI, reorganized the galleries, finessed the Design Descriptions, and added 30 second audio clips. All that in addition to daily photos in P5D, new kits, articles, FAQ’s, and bi-monthly specials.

The ClassicMODUL website changed dramatically, www.classicmodul.com. If you haven’t been there recently, we encourage you to take a tour. The extrusion galleries are much easier to navigate. We’ve added a legend showing which depots have which extrusions, and (my favorite), the MODUL 6.0 Index can be viewed via Page Flip software. It’s pretty cool. As a reminder, we encourage you to contact ClassicMODUL when you need aluminum extrusion for designs you are constructing yourself.

Distributor Events

Historically, we have always been eager to participate in Distributor Events, such as open houses and training. There was a lull in those events during the recession, but 2011 saw a resurgence. We partnered with several Distributor Open Houses and Marketing Events. We applaud those distributors who took the time and effort to organize in-house activities. A special shout out to Atlantic Exhibits for their two ExhibiTrends events. Excellent turnout and they both ran like clockwork.

Alternate Markets

Like many display shops, retail and museum jobs have always been part of the mix. But this year we really pushed that envelope. Projects included studio set work for several television networks, a flagship store for Comcast Xfinity, retail fixtures for an athletic apparel company, and my favorite, building a museum onsite at a music festival celebrating the 20th anniversary of the band Pearl Jam.

These projects and many others were learning experiences that opened doors for Classic and our distributor network. We expect the trend to continue in 2012. In fact we started off the New Year with an in store display celebrating the Rose Bowl Victory for the Oregon Ducks. This display was designed to hang in a storefront of the flagship NikeTown store in Portland. Pretty cool.

VK-5077 Trade Show Island

VK-5077 Island Exhibit

Islands are Back and Better than Ever

Islands are back and not just those with meager budgets. Well thought out, design-centric islands with realistic budgets are growing and a clear indicator of the “paced” economic recovery.

Internally at Classic, Exhibits NW and ClassicMODUL

Mel and I have always bragged about the great family atmosphere at Classic. In 2011, as we grew, we added employees to that family. And our employees did their job preparing for Classic’s employment needs in the future. At least five newborns were born.

Exhibits NW added folks to the Classic Rental Division. They have been wonderful additions who fit the culture and work ethic. I know I speak for Jim Shelman when I say how happy and thankful we are for the talents they bring to the company.

We expanded the Customer Service Department, adding two new FT positions to Set-up Instructions. We have consistently gotten high praise for our personalized set-up instructions, and Jeff and Pavel made them even better. Great job guys!

The Classic Production Department has grown as well, as business grew through out the year. They have all proven to be very talented additions who we hope will remain in the Classic Family for many years to come.

Thanks to the Staff

MOD-211 iPad Counter Insert for Trade Shows

MOD-211 iPad Counter Insert

I wanted to say a special thank you to the Classic Exhibits, Exhibits NW, and ClassicMODUL staff. As always you make Classic . . . well, Classic. I appreciate all that you do to keep our customers and their customers happy. This past year, like many before, we celebrated many double-digit anniversaries at Classic. It always chokes me up when we celebrate anniversaries once a month. Usually there are several folks who are celebrating 8, 9, 10, or even 12 years at the company. Thank you for your dedication and your hard work.

On a personal note many of have asked about my travel schedule. I have stopped traveling for the most part with the exception of industry events like EXHIBITOR, EDPA, and The Randy Smith Memorial Golf Classic. Except for a rare trip here and there, I have chosen to stick closer to home. And to be honest I am really enjoying it on a personal and professional level. I like being in the office every day and having more time to run the business with Mel and our management team. And I love being able to come home to my beautiful wife and two five year olds each day.

Having said that, I know this leaves a void in visits to you. For that I apologize. We expect to add to our outside team this year, sooner rather than later, to complement the great work that Mel and Reid have been doing. I look forward to updating you on this in the coming months. And certainly look forward to seeing you all in Las Vegas at EXHIBITOR 2012.

Speaking of additions, I want to welcome to the Classic Family a new Designer. Katina Rigall starts on January 16. She is a talented and much needed addition to the Classic Exhibits Design Department. I know I speak for Mike when I say, “We can’t wait for your arrival Katina.” 🙂

I hope you have a very successful 2012 and that we continue to be a part of it. Thanks for all your support and business over the past year. We really, really appreciate it.

Thanks,

–Kevin Carty

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

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

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.

Tags: , , , , , , , , , , , ,
Posted in Classic Exhibit Systems, Kevin Carty | No Comments »

Pedestals and Workstations and Counters! Oh My!

January 5th, 2012 Mel White COMMENTS

The Debacle

MOD-1176 Trade Show Pedestal

MOD-1176 Pedestal

Do you remember last year’s trade show debacle? The booth staff complained about the lack of storage. The marketing manager wondered where and how to demo your company’s product. Especially embarrassing was the aimless wandering of potential clients.

This year is different. You included, at the suggestion of your exhibit designer, pedestals, workstations and a reception area. These are the unsung workhorses of any exhibit, easy to overlook during planning, but always missed during a show. And, like nearly every teenage romantic comedy, what seems practical and unexciting at first transforms into a something smart and endearing at the end.

Pedestals

Let’s make this easy. Picture the pedestal as the cup holder of your exhibit. There’s a reason modern cars have multiple cup holders. They’re necessary and convenient, not just for the driver, but for every other person in the vehicle. Even modest pedestals increase your storage capabilities by cubic feet. Never again will Barbara or Bill complain that there is no place for her purse or his European carryall (aka man purse). Plus, the front of the pedestal will serve as valuable graphic real estate for your brand.

Pedestals in an inline booth, such as a 10×10 or a 10×20, do triple duty. First, they offer locking storage. Secondly, the right pedestal delivers additional branding space. Lastly, whether in a 10×10 or a longer inline, a pedestal provides a focal point for your booth staff and client to meet, chat, and then explore opportunities.

Pedestals can be basic, like the LTE-1001 with a shelf and open storage, or more elaborate such as a MOD-1176 with multiple counter tops and locking storage. The key is to find the design that matches your exhibit marketing goals and budget.

Workstations/Kiosks

MOD-1227 Trade Show Workstation

MOD-1227 Workstation

Workstations have become indispensable to any display. For many of us, we wonder how we conducted business on the show floor before there were monitors, tablets, or the Internet. It’s where your booth staff ultimately rocks your bottom line. The workstation allows you to showcase your product, whether you’re dealing in widgets or software. This is where your staff, client, and product meet and the demonstration begins.

Consider your workstation carefully. Will the workstation be a conversation center highlighting your product?  Or, does it need to be constructed so your staff can conduct a semi-private conversation with your potential client?  Graphics, A.V., and lighting can enhance your workstations.

The perfect workstation can be both a practical and an aesthetic addition to your exhibit. Workstations can be simple and straightforward such as a MOD-1177 or double-sided with literature holders and storage such as MOD-1227. As monitors have gotten larger, workstations have evolved to accommodate them. It’s not uncommon for freestanding workstations to hold up to 42” monitors, with even larger monitors on the backwall.

Reception Counters

MOD-1143 Trade Show Reception Counter

MOD-1143 Reception Counter

Even in a well-designed island booth, clients can get lost on that larger stage. That’s where a reception counter comes in handy. The reception counter serves as a guide or central location for exhibit attendees, much like a receptionist counter in an office. At a minimum, this is where attendees get acquainted with your product or service, grab a piece of candy, or simply rest their feet for a few minutes on the padded carpeting.

The card reader typically is stationed at the reception counter. There’s more counter top space than with a pedestal and typically multiple locking doors and shelves for storage. All that storage makes it the ideal location for brochures, catalogs, or giveaways such as promotional pens, flashlights, or calculators. If the staff is engaged with other clients, the “receptionist” can provide general information until someone is available.

Reception counters can also provide another graphic opportunity generally much larger in area than the pedestals and workstations. And, unlike many pedestals or workstations, reception counters can be either modular or custom. It all depends on your visual requirements. Some examples include the modular LTK-1134 with storage and a monitor insert option or the MOD-1143 with a privacy shelf, storage, and graphic insert panels.

All that careful planning means you can breathe easier this year. You’ve signed the purchase order, chosen the appropriate pedestals, workstations, and counters, and your new exhibit will be built and delivered with plenty of time. You are trade show ready and trade show smarter. Good luck!

Mike Swartout, Design Director
Classic Exhibits Inc.
http://www.linkedin.com/pub/mike-swartout/8/7b7/246

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

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.

Tags: , , , , , ,
Posted in Classic Exhibit Systems, Mike Swartout | No Comments »

10′ x 10′ x 10% Perrrfect Specials

January 3rd, 2012 Mel White COMMENTS

January and February Specials on Perfect 10

Everyone stares the first time they see a Perfect 10 Portable Hybrid Display. It’s mesmerizing how the patented “S-shape” appears to defy gravity. The magic of the Perfect 10 is all about creative design and smart engineering. The distinctive frame is engineered for perfect weight distribution and each functional accessory— such as the cubby, monitor mount, and dimensional signage—enhances the Perfect 10’s visual and functional balance.

You work hard to find the perfect balance for your trade show marketing. Look to Perfect 10 for a display that combines large graphics and functional accessories into a stunning exhibit at a sweet 10% discounted price.

You better get used to the attention . . . because they can’t not stare.

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

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.

Tags: , , , , , ,
Posted in Classic Exhibit Systems, Mel White | No Comments »

Out with the Old, In with the New: Word on the Street — Dec. 26th thru Dec. 30th

January 2nd, 2012 Mel White COMMENTS
2012

Word on the Street by Kevin Carty

I trust you enjoyed your Holiday Season and were able to recharge your batteries as we head into 2012.

As is typical, the end of the year has been BUSY, especially the past two weeks with budget dumping orders as well as projects for the first three months of the year.

My annual “State of the Company” letter is nearly completed, and I hope to have it ready for next week’s blog.

Until then, here are several of the more widely read blog posts from 2011. Enjoy (and please share).

Best wishes from the Classic Family. May your New Year be filled with joy and prosperity.

Be well!

–Kevin Carty

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

Tags: , ,
Posted in Kevin Carty, Word on the Street | No Comments »

Small Can Be Beautiful

December 29th, 2011 Mel White 2 COMMENTS

Pintos, Gremlins, and Vegas

I can already hear the chuckles and see the smirks. Anyone who knows me, knows it would be a stretch for me to be chosen as a forward or center on any basketball team. I barely qualify as a guard on most middle school teams. But this is not about my height. It was inspired by an article in The New York Times about the unloved small car trio of the Pinto, Vega, and Gremlin (Import Fighters? No, Just Punchlines).

Chevrolet Vega

Chevrolet Vega

While many of my friends owned Pintos and Gremlins, I owned a 1975 white notch-back Vega. I loved that car. By 1975, GM had fixed the most glaring problems with the Vega, including seal leaks and a tendency to rust whenever dark clouds appeared. I bought the car used (less than 12,000 miles) from a father who worried the car would die somewhere between WV and FL where his daughter was attending college. 130,000 miles later, the car finally left me stranded on the side of the road outside of Versailles, KY.

With one or two exceptions, small cars in the 70’s and 80’s, whether domestic or foreign, were designed for the frugal, the poor, or the seriously brain addled. Or in my case, all three. You prayed they would last 75,000 miles. You accepted the fact that no one would ever give you a thumbs up at a stop light, and you set your sights on a girlfriend or boyfriend who respected “value” and “inner beauty.” Small cars were unloved, and the manufacturers did very little to make them loveable.

The history of portable trade show displays is not much different. Through much of the 80’s and 90’s, they were functional rather than beautiful. Pop ups were lightweight and convenient, and if you could afford mural graphics, often attractive (if at times fragile). Folding panel systems were more durable, but regardless of how many detachable graphics, lightboxes, shelves, or backlit headers were added, they were folding walls with carpet. And they were heavy. Laminate modular systems upped the ante a bit since they mimicked many custom features. These were an improvement, but the prices were no longer portable.

Times Have Changed

Perfect 10 VK-1507

Over the past 7-8 years, trade show display manufacturers have evolved, much like the auto industry. Smaller products come in far more designs, in a wide range of price points, and can be basic or upscale. No display category speaks to that more than “hybrids.” Hybrid displays are much sexy than pop ups or panel systems, without necessarily sacrificing the benefits of portability or modularity. Hybrids combine engineered aluminum extrusion and large format tension fabric graphics with just about anything else that makes sense. And because metal can be bent, hybrids move beyond squares, rectangles, and 90 degree corners. Curves elevate simple designs into alluring, attractive, and lightweight displays.

Does that mean hybrids are custom displays? Not necessarily yes, but not necessarily no. The very nature of a hybrid display makes it somewhat of a chameleon. For example, they can be simple 10 ft. kits between $4k to $8k, or ground-up island designs between $60k to $160k. It’s their upscale look and adaptability that make them popular choices. Hybrids can pack in portable roto-molded cases or ship in custom crates, all depending on the complexity, scale, and features of the exhibit.

What Makes Them Different?

So what makes similar hybrids different from manufacturer to manufacturer? Design for one. In that respect, it’s very similar to buying a car. There are certain looks that appeal to us, and others that don’t. Features are another. For example, you may need locking storage, a large monitor option, or an iPad solution. Not all manufacturers or designs will address those requirements. Finally, there’s assembly, packaging, and quality. Except for design, this is where you’ll find the biggest difference between hybrid manufacturers.

  • Assembly:  You have a choice. There’s the ‘bag of bolts” approach, where assembling a hybrid requires multiple tools, loose parts, and generic instructions. Unfortunately, there’s no rule of thumb since price doesn’t dictate ease of assembly. It depends on whether the manufacturer values easy assembly and custom instructions. Manufacturers who value easy assembly design their systems with attached knobs and connectors. This approach limits the number of loose parts, and all components are numbered (and referenced in the instructions). There’s a night and day difference between a “bag of bolts” vs. “knob and attached connectors.”
  • Packaging: Few exhibitors think about packaging when purchasing an exhibit, but they should. Quality manufacturers sweat the details. They make sure that packing is just as easy as unpacking. They remove the guesswork. They don’t rely on bubble wrap and lightweight disposable foam, but die-cut foam packaging, fabric lined crates, and permanent jigging.
  • Quality: You know it when you see it. It reveals itself in hundreds of tiny, seemingly insignificant ways. Is everything labeled? Has the exhibit arrived clean? Is the case protected? Are the instructions specific to your display? Does the exhibit look remarkable after 10, 15, 20 shows? When shopping for a new display, ask your exhibit consultant to compare the quality of one system to another. There’s a reason why one costs $4k but another one $7k?

Exhibit Design SearchIf you are shopping for a new display, we invite you to browse through Exhibit Design Search, the world’s largest database of exhibit designs. In addition to pop ups, banner stands, table tops, and hanging signs, you’ll find over 500 portable, modular, and custom hybrid displays. Each one can be customized to your unique trade show marketing goals.

And if you’re still exhibiting with the trade show equivalent of a Pinto, Gremlin, or Vega . . .  it’s time to get a new ride. Times have changed and Small is Now Beautiful.

–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.

Tags: , , , , , ,
Posted in Classic Exhibit Systems, Mel White | 2 Comments »

« Older Entries
Newer Entries »