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Portable and Modular Trade Show Displays — Lesson #1

June 14th, 2010 Mel White COMMENTS

Are you confused about trade show displays? Well, I am, and I’ve worked in the trade show business for over 10 years. Browse through the web and you’ll discover hundreds of websites showing similar products with prices ranging from bargain basement to “Are you friggin’ kidding me?” It shouldn’t be this complicated. And, honestly, it’s not.

Exhibit marketing is just marketing, and purchasing a trade show display basically comes down to three simple factors: budget, marketing goals, and design. In other words, how much money do you have, what are you trying to accomplish, and what design style appeals to you? Let’s demystify the process, starting with the terms “portable” and “modular.”

Lesson #1 — Portable and Modular Trade Show Displays

No two terms are more abused in trade show world than “portable” and “modular.” Add “custom” to the mix it gets even murkier. Frankly, you should be suspicious of any company that routinely describes their products as “custom portable modular displays.” Choose two:  portable modular, custom modular, custom portable. Or just one: portable, modular, or custom. Beyond that, it’s all marketing malarkey.

What Does Portable Mean

Banner Stand

The Aunt Nancy Display

So what does portable mean? Here’s the easy answer:  you can ship it via FedEx or UPS. Seems straight-forward, right? Not really.

Banner stands are portable. Some are small enough than your Aunt Nancy, at 4′ 10″, 94 lbs, and 87 years, can carry it into a show hall. Others, like pop up displays, are a little more weighty but still pack in portable, roto-molded cases and can be wheeled around. Easy enough. Beyond that, most 10 ft. displays are portable only in the sense that they ship in portable cases. I’ve seen a 10 ft. inline display, with all the bells and whistles, take as many as six cases, each weighing 85 lbs.

How is that portable? It’s not and you’ll shouldn’t fool yourself into thinking it’s portable. Now, to be honest, that 10 ft display was drop-dead gorgeous and included literature holders, backlighting, counters, storage, shelving, and computer workstations. It was perfect. But, it wasn’t portable and the client would have been better off shipping it in a roto-molded tub or wood crate. That way, everything is together and there’s little chance of one case getting lost.

Portable Modular Trade Show Display

Portable Modular Trade Show Display

When it comes to choosing a “portable,” you have to make choices. To use a camping metaphor, there’s a reason why a two-person dome tent is not the same as an RV. It’s called features and benefits. And to take the camping metaphor a little further, there’s a reason why a two-person tent costs $45 at Super Discount City and $350 at Quality Mountain Outfitter Plus. The $250 tent is much, much better.

Everyone has a comfort level and everyone has a budget. Choose the one that makes the most sense for your exhibit marketing goals, but don’t whine when the $45 tent springs a leak during the first gully-washer. At the same time, don’t buy a deluxe camper if you are only camping at the Valley of Dreams RV Park one weekend a year. You’d be better off renting, but that’s another article.

Finally, everyone wants a portable display that sets up in 30 seconds and looks like a McMansion. Guess what? There’s a much better chance you’ll stumble into Sasquatch on your next camping trip than you’ll find a 30 second portable McMansion.

What Does Modular Mean

Portable Modular Trade Show Display

Custom Modular Trade Show Display

Then there’s the term “modular.” We all want things to be modular. That way, when we change our mind, we can transform what we have into something else. In its most basic form, modular means “parts and pieces.” Now, I know that may sound a negative, but it’s not meant to be. After all, something can’t be modular unless one part can be reconfigured into something else.

Ask yourself how much modularity you really want? If all you really want is a 20 ft. inline display that configures down to a 10 ft. display . . . that’s easy. There are lots of choices from basic to boffo. However, if your goal is to transform a 20 x 30 island into a  20 x 20 island, a 10 x 20 inline, a 10 x 10 inline, and a table top display, then it gets considerably more complicated.

There are multiple ways to achieve that goal. The end result, however, may resemble a hippo-elephant-donkey-cat. And, if you’ve ever spent any time breaking down an exhibit at the end of a show, you know that the best laid plans of organizing all those parts and pieces for the next “smaller” show is often sacrificed in order to make your 7:15 p.m. flight.

Let’s consider modular from a different perspective — portable modular or custom modular. We already know what portable means. It can ship UPS or FedEx. A portable modular display typically has more features than just a portable exhibit, such as workstations, counters, monitors, shelves, backlighting, etc. In other words, it’s more than just one big graphic.

A custom modular gets a little trickier depending if the emphasis is on “custom” or “modular.” Modular exhibit builders are taking portable modular components and putting them on steroids. The parts may be bigger, fancier, and generally pack in small wood crates or roto-molded tubs. Each component tends to be lightweight to save on shipping but there may be lots of components. Custom builders are taking large custom components and either breaking them into smaller components or rearranging them to work in multiple pre-configured displays. Generally there are more shipping crates, but the assembly time may be reduced. It will cost more to ship it, but you may save time on installation and dismantle.

So, what have we learned?

  1. Portable isn’t always portable
  2. Don’t buy a pup tent if you plan to camp for more than two or three days
  3. Get what you can afford, but don’t get less than you need
  4. Modular means “parts and pieces” but that’s not a bad thing
  5. There’s no such thing as a 30 second portable McMansion
  6. Exhibit marketing is just marketing (but then again, everyone thinks they’re a “marketing genius”)
  7. Finally, and this wasn’t in the portable/modular explanation but it goes without saying, “Ask questions, trust your instincts, and work with someone who knows what the heck they’re doing. We can’t know everything for goodness sake!”

–Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com
Classic Exhibits Network (LinkedIn)

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Word on the Street — June 7th thru June 11th

June 11th, 2010 Mel White 1 COMMENT

Why we participate in the TS2 Show

Word on the Street by Kevin Carty

What’s the Best Business Advice You’ve Ever Received?

I am going to dovetail my blog with my friend Reid’s blog from earlier this week. Reid wrote about the best advice he’s received from his bosses over the years.

My first job was as a bottle boy at a local grocery store in Oregon at the age of 14. The Damascas Thriftway was not a bustling store. More like the only grocery store within 10 square miles of this small town. Well, I had a boss there by the name of Mike Woolsey. He hired me. Truth is, I think he had the hots for my mom and that’s why I got the job.

But I digress. So, as the bottle boy, you are the lowest man on the totem pole. Really, no one is lower than you. However, Mike taught me through his actions and words that your importance inside an organization is not dictated by your title. According to Mike, “Everyone has a role and that role has importance.” If the bottle boy doesn’t do his job properly, then things get cluttered which in turn causes problems for the freight/stock guys. They can’t be efficient if there are bottles in their way.  If that happens, then when the store opens at 7:00 a.m., the shelves are not stocked properly and customers can’t find what they want.

The Nordstrom Business Advice

The Nordstrom Way

At 15, I applied for a job with a company that truly shaped my professional life. Meaning, it really gave me my foundation. I was hired as a stock boy for Nordstrom. Whether you start in sales or in stock, you go through a training process. And the training is focused on one thing and one thing only:  Customer Service. The emphasis is all on one simple motto: “The customer is always right.” There are numerous stories about this in a book called The Nordstrom Way. It’s a great read for any new employee (or employer), regardless of the industry!

Over the next five years, I advanced through the ranks of Nordstom, including moving to NY/NJ to help with the opening of the first two stores in NJ. All the while, the one thing that stuck with me was that motto. I’m not trying to stereotype at all, but the reaction to that type of service to East Coast shoppers vs. West Coast shoppers was staggeringly different. Maybe it was because Nordy’s was based in the West that their customers were used to it. But on the East Coast, you got some very strange looks when you welcomed someone into the department with “Hello, can I answer any questions for you?” 🙂

I eventually left Nordstrom to pursue Production Studies in college and work as an intern for a small video production company in Manhattan. Let’s just say that it was the black hole of advice. I learn more about how NOT to run a company than anything else. Yet, it was a good growth experience for me when I look back.

Business Advice

Business Advice -- Condensed Version

After moving home from NY, I actually went to work for another Thriftway at a different location. Basically, it was “a job” until I figured out what I wanted to do with my life. At Thriftway, my boss was Stan Lim, and Stan, while mild mannered, was very specific about how he wanted things to look when he arrived in the mornings. And since my job was overnight stock/freight, I was the one being held to his standards. I learned a lot from him. He was very customer-centric and wanted his store shelves to be full and organized by 7:00 a.m. when the doors opened.

Have you ever heard the retail term “facing”? If not, it means that every label on every can of Campbell’s soup must be rotated so that it is facing out. And not just the first can . . . all of them. His theory was that “Why wouldn’t you do them all that way. That way, when someone comes by and grabs a can of Chicken Noodle, leaving a void, the next customer can clearly see the label.” He would often say, “Make it easy for the customer . . . they’ll buy more.” Very true statement!

After awhile, a friend offered me a job at his father’s company. The company, Classic Exhibits, made trade show displays. At the time, I had no idea what a trade show display was. My boss and the owner of the company was Lowell Nickens, who many of you know. Lowell provided me with a wealth of advice as well. Two things most notably!

First was the idea of “If you do enough of tomorrow’s work today, when tomorrow goes to hell in a handbasket, you will be better prepared handle it.” This is a philosophy that still exists at Classic, especially on the Production floor. It is the driving force behind our quicker than average turn times and our ability to make the “impossible”. . . . possible!

Next was the idea of “A place for everything and everything in its place.” Which really means two things to me. One — if you put everything back where it came from, then it will always be there when you go looking for it. And two — if everything is in its “planned” place, then you are organized enough and have room for more things.  Basically it comes down to clear processes and procedures!

Lastly, on a more personal level, my grandfather used to take me fishing a lot. It was always a great time. As I got older, it did not happen as frequently, but we still made it out at least 7 or 8 times a year until he died about 12 years ago.

He was a great fisherman and always caught something every time we went out. Every time! Yet, I never once caught a single fish when I went fishing with Grandpa Lawrence. NEVER! And I have caught hundreds in my lifetime, but never with him. Eventually, it began to really bother me when I was about 17, so I stopped going for about six months. He finally asked me why and I told him that I was frustrated about never-ever catching a fish. I will never forget his response, “Then let’s go golfing or something else Kev. The fishing is not the reason why I enjoy our time together.”

Best piece of advice ever!

How about you? I would love to hear about some of the best business or personal advice you have received.

Hope you all have a great weekend!

Be well.

–Kevin Carty

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

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What are Silicone Edge Graphics (SEG)?

June 10th, 2010 Mel White COMMENTS

You may have noticed something new at trade shows and events. Traditional fabric graphics are frequently being replaced by Silicone Edge Graphics (SEG). So what is SEG and what are the benefits?

What is SEG (Silicone Edge Graphics)?

Silicone Edge Graphic (SEG)

Silicone Edge Graphic (SEG)

SEG is a high-resolution dye-sublimated fabric graphic finished with a thin silicone strip (or welt/gasket). The silicone strip is sewn directly to the edge of the graphic, and the strip is then inserted into a frame with a recessed groove. The size of the graphic must be precise so the fabric is taut when installed in the frame. The result is a large format graphic that mimics the old fashioned hard panel graphics commonly found on custom displays and interior spaces.

What is Different or Special about SEG?

  • Lightweight Fabric. Fabric is lighter and more durable than tradition direct print graphics.
  • Versatile. SEG can be used on many SEG aluminum extrusion profiles (including ClassicMODUL TSP profiles).
  • Dye-Sublimation. Dye-sublimation graphics are durable, vibrant, and lightweight.
  • Less Frame. SEG graphics are the perfect choice when more graphic and less frame is desired.
  • No Sew Line. Unlike bead or pole pocket fabric graphics, the sew line is hidden within the extrusion providing a
    more finished look to your exhibit or retail wall display.

    SEG Two-Sided Lightbox

    SEG Two-Sided Lightbox

What are the Benefits of SEG?

  • Storage and Shipping. Fabric is lighter than many other graphics. When folded neatly, fabric graphics take up much less space than traditional direct print graphics.
  • Care. Fabric graphics can be washed and steamed and are more durable and long lasting than traditional graphics.
  • Lightweight. Larger graphics weigh less, perfect for draping or creating space definition.
  • Cost. More image bang for the buck!
  • Green. There are the obvious transportation and storage benefits. Even more exciting is the growing list of fabric options created from recycled materials.
  • No Glare. Fabric is the perfect choice for media walls or any backdrop that is being photographed or filmed.
  • Versatility. SEG fabric can be applied to most displays or event structures.
  • Less Visible Frame. The silicone edge means you see more graphic and less frame.

Here’s a great video from Optima Graphics about how to take a correct measurement for a Silicone Edge Graphic:

Some examples of trade show exhibits and event displays using SEG:

For more information about SEG including detailed images and photos, download the comprehensive FAQ Fact Sheet and Common SEG Extrusion Profiles. Have questions? Please call us.

–Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com
Classic Exhibits Network (LinkedIn)

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Shooting from the Hip — 7.10 (What I’ve Learned from My Employers)

June 9th, 2010 Mel White COMMENTS

Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

What I’ve Learned from My Employers

It’s official. It’s June. Looking back, business should have tapered off in May. Instead, orders were steady throughout the month, and we’re grateful as we gradually wind down into the normal summer doldrums. We’ll enjoy it for a few days (or maybe even a week) but then we’ll be antsy for the insanity to return.

Earlier this week, Mel and I had a meaningful conversation about both life and business. We talked about the influences in our lives and the wisdom we’ve received over the years from colleagues, customers, and bosses. I’ve had the pleasure of working in the tradeshow industry for almost 25 years. It has been very good to me. One of the main reasons has been the quality of the people I have worked for.

I started with Ron Armstrong at Armstrong Displays just a couple of years out of college. He is younger than me, and literally, the only paying job he has ever had has been in this industry. He started sweeping floors for his mom and step-dad when he was 12 and bought the company from them when he was 19. The road was rocky for a few years, but I have to give Ron all the credit in the world. He knew it was going to get better. There is nothing a positive attitude and some hard work can’t fix. I was there for 13 years, and there was never a cross word. It was a pleasure.

Lessons Learned In 2000, Jim Hoffmann offered me a job traveling for Optima Graphics. I enjoyed what I did for Armstrong Displays, but I LOVED what I did for Optima. Over the years, Jim became like a father to me, and we had a lot of great times. Jim is probably the most beloved guy in our industry. If you work for Jim, he’s going to tell you to “Always remember that THEY are the customer.” Yes, there are times when that can be painful, but you talk about it and get through it. My own dad had the same philosophy. He’d say, “Always and I mean ALWAYS take the high road.” Any of you who know Jim know that is the only way he does business.

In 2008, I went to work for Classic Exhibits. I had been friends with Kevin Carty for several years before working with/for him and had known Mel White as a very bright marketing guy. They continue to impress me with their solid business minds and just being fine, rock-solid people. I am NOT bucking for a raise or anything. This is just what they do:

  • Align themselves with great partners
  • Give Classic employees responsibility and independence
  • Help customers become more successful
  • Take calculated risks with innovative products
  • Communicate and market / Communicate and market / Repeat . . .
  • Always look to improve
  • Respect Classic and ClassicMODUL distributors

All in all, this life has been very good to me. Thanks to ALL of you who have helped make it better.

Talk to you next week  . . .

–Reid Sherwood

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Word on the Street — May 31st thru June 4th

June 6th, 2010 Mel White 1 COMMENT

Why we participate in the TS2 Show

Word on the Street by Kevin Carty

What a Difference 60 Minutes Can Make!

Really think about that for a moment and then apply it to your life, whether it’s at work or at home. Think about how much can happen in just 60 minutes. Good or bad. Life changing or trivial.

Now before you think I’ve flipped my lid or think I’m having some uber-esoteric moment, I’m not. But something happened this week that really made me think about how fast things change.

On Tuesday, I had a normal day at work, but I was catching a red-eye flight that evening to Chicago for a 7:30 a.m. meeting at the O’Hare Hilton with several vendor partners. After the meeting, I turned around and flew right back home.

Well, as a fan of red-eyes, I have taken this particular United flight no less than 20 or 30 times. It leaves around 11 p.m. Portland time and gets into Chicago at 4:45 a.m. (CST) the next day. But this time we actually got in closer to 4:15 a.m.

According to Wikipedia, Chicago’s O’Hare Airport is the 5th busiest airport in the world (YTD). And if you travel through O’Hare frequently, you can surely attest that it has a life of its own — day or night.

But, have you ever been there at 4:15 a.m. on a Wednesday? Well, if you ever do have the fortune, or misfortune, depending on your situation, find a place to sit in one of the main concourses and just watch what happens over 60 minutes.

O'Hare International Airport

O'Hare Airport -- Chicago

Now before I go any further, I admit I was a bit loopy. My body and mind do not handle all-nighters like they used to so I may have been having a bit of a Timothy Leary experience (minus the drugs of course). All based purely on sleep deprivation.

I was really tired, and I knew nothing was open at the Hilton yet, so I just took a seat in the C-Gate area of Terminal 2 and decided to work on my laptop for an hour before heading over to the hotel to eat. It was then, while sitting there, that I recognized the absolute silence. It was eerie actually, considering how many times I have been through this city within a city, to hear it so quiet. I decided to shut my laptop and just watch for awhile.

It was really cool. The best way to describe it was like seeing time elapsed photography happen right in front of you. First, all the janitorial staff started milling around at 4:30 a.m. to finish cleaning the floors, hand rails, and bathrooms. Then the coffee shop people began arriving a few minutes before 5:00 to warm up their espresso machines for the rush that was coming. Then the security appeared around 5:10 a.m. to take their posts.

Next, by about 5:15 the gate agents wandered in and the first travelers started appearing for their 6 o’clock flights. All around me, I could hear the rapid clacking of 1983 dot matrix printers printing flight manifests.

Finally 5:30 a.m. hits. I know it’s exactly 5:30 because there’s a page on the intercom saying, “It’s 5:30 a.m.” and no less than 200 people were instantly milling around within 100 feet of me. Just like that, in 60 short minutes, the O’Hare I have know for years was in full swing.

It was amazing to witness, not only because of how quickly it happened, but also how it happened in such an organized fashion.

Anyway, it has been stuck in my brain all week. Imagine if our business — trade show sales, design, and manufacturing — had the same regularity? I’m used to cycles in our business, but predictable orders, designs, and manufacturing? I can’t image it. What about you? Would you find it comforting or would it slowly drive you insane?

Hope you all have a great weekend!

Be well.

–Kevin Carty

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

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