Trade Show TalesBlog

Archive for the ‘Classic Exhibit Systems’ Category

Before the Show Opens. After the Show Closes.

August 10th, 2018 2 COMMENTS

Yes… Even More Trade Show Planning

There’s no shortage of articles about pre- and post-show trade show tips. Follow those tips and you’ll not only have more qualified leads, but you’ll turn them into sales by roughly a bazillion percent. Check the research at CEIR and let me know if I’m wrong about that statistic.  

Even if you maximize your pre- and post-show planning, it’s possible to miss potential sales because your planning didn’t include right before the show opens and right after the show closes. Every day. On the morning of the show, especially on Day #1, we are nervous, tense, and uncertain about what the show will bring. So we clean, vacuum, organize literature, drink coffee and eat giveaway candy. That’s not to say those aren’t important. They are. But there are other trade show tasks that need to be accomplished before that first wave of attendees descends on your booth. As a solid Type-A exhibitor, you’ve already had multiple meetings with your team before the show. That’s what makes you wonderful and a pain in the ass. It’s now one hour before the show opens, not just on Day 1 but also on Day 2 and Day 3. It’s time to:

Trade Show Planning and TrainingBefore the Show Opens

  • Review the show goals for the team once again. 
  • Remind everyone how “we” plan to meet and exceed those goals
  • Discuss roles. Do those roles need to change from Day 1 to Day 2 to Day 3? 
  • Equipment. How does it work, who has the login information, who is the “Oh Shit” expert, and what’s the backup plan?
  • Who is expected in the booth today? Are they a customer? A prospect? What’s the plan?
  • Did anything happen during dinners, meetings, conference gatherings that the team needs to know? 
  • Does the “message” need to change based on conversations with attendees or announcements from competitors? 
  • What’s the break schedule?

Good job! You scheduled a team meeting each day with a specific agenda to review. Your team knows what to expect, has answers, and is prepared for another successful day on the show floor. 

Four to five hours later, the show closes for the day. You and your team are exhausted. They are ready to relax, have a drink, and leave the show hall. BUT… you’re not done yet. It’s time to review what happened that day. Resist the urge to do it in a bar, restaurant, or in the hotel lobby. Do it now. In the booth:

North American Trade ShowsAfter the Show Closes

  • Review the leads and determine next steps and priorities
  • Add notes to the leads (while they are still fresh)
  • Discuss any missteps and changes for the next day
  • Share critical news from attendees, clients, competitors, and suppliers
  • Cover plans for dinners, meetings with clients, and conference events
  • Lock-up and store any valuables
  • Is anyone leaving to return home? How does that effect staffing and roles for the next day?
  • (On the next to last day) What’s the plan for disassembling and shipping the exhibit after the show? Does any rented equipment need to be returned to the show contractor? 

Now, that wasn’t so hard. It just took a little planning, patience, caffeine, and the promise of food and alcohol.

What did we miss? Please let us know in the comments. Thanks.

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Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.

Gravitee One-Step Modular System vs. The Holes

August 3rd, 2018 COMMENTS

THE GRAVITEE ONE-STEP™ MODULAR SYSTEM

We are often asked, “How is the Gravitee One-Step™ Modular System different from those other modular wall systems? Specifically, the wall systems with holes.

While there are many differences, including easier SEG fabric graphic installation, unlimited angle connections, and rental and purchase options, the key advantage is how the Gravitee System assembles. Unlike most existing modular wall systems, Gravitee doesn’t rely on loose bullet connectors to attach panels, either vertically or horizontally. Instead, Gravitee connectors are built into the panels. No need to wear an apron to hold bullet connectors while assembling the system. And no lost parts and pieces to replace after the show. The Gravitee Systems assembles fast meaning lower labor costs, whether the exhibit is an inline or island. Fewer parts and pieces also translates into lower material handle charges.

See why the unlimited design flexibility of Gravitee makes it the best choice for your next trade show exhibit. Purchase and Rental options are available, including mixing and matching the two for maximum flexibility.

For more information, visit the Gravitee webpage.

How to Make Your Itsy-Bitsy Company Look Like a Really BIG Company

July 26th, 2018 COMMENTS

TIm Patterson -- TradeshowGuy

Right Sizing Your Company

Let’s say you are a small company. Whatever that means. But you want to appear bigger because bigger is better, right? How do potential customers perceive you when they see your website? What clues do you leave that tell your story and let customers know you are big enough to handle their business, yet still small enough to build a good working relationship?

Why would you want to appear big? Not everyone does. Many entrepreneurs position their company as a boutique business that specializes in working with a very specific type of client.

Perhaps the question isn’t that you should look bigger, but to ensure the right companies find you. Not so long ago, prospective clients would judge you based on size of your brick-and-mortar store and zip code. Then they’d gauge your ability to handle their needs. Sometimes a small neighborhood hardware store with personal service will serve a customer better than a big box store.

Looking Bigger and Attracting Crowds

Perception is everything, especially in the beginning. I’m guessing that 98% of your potential client’s first interaction will be online, even if they’ve gotten a referral. They type in a search term in their browser, look through the first 5 or 6 results, click one, and begin eyeing your website. All assuming you appeared in those search results. Or if they have your company’s name, they’ll search directly for you.

When I first started my website many years ago, I chose not to go the pay-per-click route. Instead, I wanted to share my tradeshow knowledge and the knowledge of others online. Yes, it takes more time, but the results won’t disappear if I don’t feed the PPC meter.

Crowds at a Trade Show

Blogging

One way to appear bigger – to show that you have a larger reach than bigger companies – is to blog. And to do it consistently. Hundreds of people come to my blog, TradeshowGuy Blog, through random searches. The most popular might surprise you. For instance, one of the most-viewed this year is a post on how a SWOT Analysis applies to tradeshows. Yes, strengths, weaknesses, opportunities, and threats. A good 50% are folks outside the USA. Interesting.

The next most popular post is Skills a Tradeshow Manager Needs. Following that is one on how to replace paper at tradeshows using digital technology (a guest post from 2015). Followed by How to Build a Tradeshow-specific Landing Page. Notice anything unique. All are geared to teach specific skills.

With over 700 posts in the past 9+ years, the search engines have archived them all, so random tradeshow-related searches will find them.

Many years ago, I made a commitment to post regularly on a variety of industry topics. The goal was consistency. Write one or two a week and see if it leads to more opportunities. And, it did.

Vlogging/Podcasts

TradeshowGuy Mnnday Morning CoffeeEach week, I publish the TradeshowGuy Monday Morning Coffee vlog/podcast. While individual podcasts aren’t in the Top Ten, the category is in the Top Five most-viewed. Which means that a specific podcast might not get a lot of views, but people are searching to see what’s been posted recently. Together that tells me three things:  the podcast is gaining traction, the time investment is worth it, and each interview builds relationships with interviewees, who are mostly in the tradeshow industry.

Someone once asked me, “Does blogging, podcasting, publishing a weekly newsletter, posting videos on YouTube channel and spending time on social media actually result in more business?”

In 2016, 66% of our business at TradeshowGuy Exhibits came from people who found me online. In 2017, it was less than ten percent. In 2018, frankly it’s a bit fuzzier. But, when I communicate with potential clients, through cold calling, email, or simply reaching out to folks I know the feedback is always positive when they receive a link to specific post, video, or podcast.  Just experiencing the extent of the posts (video, audio, photographic, lists, etc.) provides me with instant credibility. They realize I’m offering expertise and solutions, not just a product.

YouTube Videos

I’ve had a YouTube channel for almost a decade. In the beginning, I had no idea what I was doing other than creating a few how-to videos and tradeshow advice. I didn’t post regularly, and the views were limited. In a sense, that’s still the case, although I create a video version of my podcast and post it as another way to share content.

I believe that creating good content makes the TradeshowGuy Exhibits look bigger, and putting it online makes it easier and more likely for potential customers to find me.  

Trade Show Exhibits

Exhibit Design Search

Frankly, so does Exhibit Design Search (EDS), which is a branded search tool that looks like it’s part of our websites. EDS is the work of our main design and fabrication partner, Classic Exhibits, and we use it all the time. When we send ideas from EDS to potential clients the reaction is often “Wow! I had no idea you could do all of that!” Aligning yourself with a company that offers great tools expands your virtual heft.

We also have a handful of other URLs that are used for various purposes. For example, TradeshowSuccessBook.com is a landing page that offers a free digital download of my first book in exchange for subscribing to my newsletter. TradeshowSuperheroes.com is a book-specific page solely for promoting and sharing information on my second book. TradeshowExhibitBuyersKit.com is a landing page to promote a package of tools for potential exhibit buyers. And TradeshowGuyWebinars.com is a collection of helpful webinars.

Two Things

So, what’s important to me? When I consult with clients and prospects, I want them to know two things:

  1. When you work with TradeshowGuy, you’re always working directly with me or someone with the same expertise. We’re small but with big resources.
  2. Our success is tied to your success. If we make a company’s tradeshow manager look good — by doing a great job, by providing an excellent service, and by designing and fabricating an exhibit that gets noticed on the show floor –we’ve done our job. If we make you look good, we feel good. It’s as simple as that. And if looking big makes us a better, more approachable partner, then that’s a great byproduct.

Tim Patterson (Guest Post)

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After 25+ years as a radio on-air personality, Tim Patterson became the TradeshowGuy. He blogs regularly at TradeshowGuyBlog.com and is the host of the weekly vlog/podcast TradeshowGuy Monday Morning Coffee. After spending 9 nears as VP of Sales and Marketing at Interpretive Exhibits, Tim is currently owner of TradeshowGuy Exhibits in Salem, Oregon.  His company works with exhibitors to improve their tradeshow marketing presence and bring in more qualified leads. Find him on Twitter at @TradeshowGuy and on LinkedIn @ https://www.linkedin.com/in/timothypatterson/

40 Things You Do @ Trade Shows (You Would Never Do Anywhere Else)

July 24th, 2018 17 COMMENTS

40 Things at a Trade Show

We are all members of specialized sub-groups, each with its own rules and etiquette. Think quilters, railroad model builders, woodworkers, or even college sports fans. Trade shows are no different whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.

With the assistance of my colleagues, I’ve compiled a list of 40 Things You Do @ Trade Shows You Would Never Do Anywhere Else. It was actually much longer, but this is a PG-rated blog.

Drinking doesn’t count. We know you drink. You just don’t always start at lunch. And for the sake of discretion (and possible litigation), we’ve ignored trade shows in CO, WA, OR, and now CA. Don’t pretend you don’t know why. 

Feel free to contribute via the comments section. And enjoy!

40 Things You Would Never Do Anywhere Else

  1. With zero guilt, throw trash in the aisle and expect others to clean it up
  2. Spend $8.50 for a 12 oz. bottle of Aquafina
  3. Bribe someone to look the other direction. Brag about it later
  4. Have Accounting panic because you just max-out your credit card on one transaction (drayage perhaps?)
  5. Wear matching polyester clothing 
  6. Steal anything that appears to have a value of less than $10 (candy, hats, pens, mugs…)
  7. Share “steamy” industry gossip with competitors
  8. Chat with 500 strangers in 72 hours
  9. Gush about the double-padded carpet in booth #1108
  10. Buy a gaudy new belt in the casino shop for $165 (after forgetting to pack one) 

Vacuuming at a Trade Show

  1. Party until 3 am with Steve in Accounting, Larry in HR, Melissa in Engineering, and Rebecca in Quality Control
  2. Bum breath mints from strangers
  3. Arrive at work at 11 am. Leave at 3:30 pm
  4. Get agitated when someone walks across the corner of your booth space
  5. Take a Lyft to Lowe’s or Best Buy at 9 am/pm
  6. Pretend you don’t smell that awful face-melting smell
  7. Debate the existential meaning of portable, modular, and custom
  8. Act interested in (insert topic)
  9. Complain about how much it costs to vacuum 400 sq. ft. of carpet. Vow to do something about it
  10. Allow strangers to take your stuff without a receipt for three days and not know where it is, how it’s getting stored, and that you have zero ability to get it back early. Or if it will be returned undamaged

Badge Scanning at a Trade Show

  1. Let someone point a scanning device or smartphone camera in the general vicinity of your chest and crotch. Repeatedly.
  2. Be convinced a 15-minute conversation will lead to $500,000 in new business
  3. Assemble a 3D structure that costs somewhere between a used car and a McMansion… only to disassemble it three days later
  4. Spend 20% of your entire annual marketing budget over five days. Never calculate the ROI
  5. Compare the work ethic in Philadelphia, Boston, NYC, Chicago, Orlando, Anaheim, San Francisco, and Las Vegas to the work ethic in your hometown. Vow to do something about it.
  6. Hang your dress shirt in the bathroom with the shower running for 30 minutes to steam out the wrinkles  
  7. Explain, once again, to your family and friends that it’s a “business trip” and not a vacation
  8. Get visibly excited about the phrase “traffic congestion”
  9. Guard your giveaways like a momma bear (Day #1). Beg show labor to take them in bulk (Day #3)
  10. Sneak off to the bathroom just to find a quiet place to work

Finding a Quiet Spot to Work at a Trade Show

  1. Hide in a storage closet to scarf down a Starbuck’s scone, while dusting your co-workers coats, purses, and briefcases with gooey crumbs
  2. Judge people based solely on their name badge 
  3. Convince your boss that the 300 fishbowl leads are new clients clamoring for your product (and not the iPad giveaway)
  4. Pretend the President’s son is not still drunk. Allow him to talk to potential clients and competitors (I know I said I wouldn’t include drinking but this one was too good to exclude) 
  5. Spend 3 days with 100 of your best friends and not speak or see them again for 362 days
  6. Fly from the Midwest in January to Las Vegas, Orlando, or New Orleans and NEVER leave the hotel/convention center complex
  7. Reintroduce yourself to the same person three times. Act embarrassed 
  8. Toss the sales literature you carefully collected over three days so there’s more room for tschotskes. Pretend it’s for your children 
  9. Be REALLY, REALLY EXCITED to leave Las Vegas or Orlando!
  10. Finally… Wonder (after scanning the room and mumbling quietly to yourself) why the Federal Government hasn’t filed RICO charges against certain segments of the trade show industry. Vow to do something about it. 

That’s it. Please share your “Trade Show Things” below. And thanks for playing along.

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

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Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.

Two Full Buckets of Exhibit Design Search Upgrades

July 20th, 2018 COMMENTS

Exhibit Design Search Updates

Recently, we made multiple upgrades to Exhibit Design Search, which probably isn’t a big surprise. 😉 The upgrades fall into two buckets:

EDS Bucket #1: 

We reorganized the EDS Home Page.

1) Modern Islands & Inlines now has 12 galleries.

It includes ALL inlines and islands, except for the tension fabric pop-ups from Optima (like the X1 and NEXT!). We kept all the Optima (OP) products together (see gallery header #4). 

2)  The ecoSmart line from Eco-Systems Sustainable Displays expanded to three galleries: 

3)  The Price and Display Type drop-down menus include more price ranges and products. 

4)  There’s a new P5D Button (no longer buried in Photos)

5)  EVEN MORE Rental Designs from Classic Rental Solutions

EDS Bucket #2:

Exhibit Design Search UpdatesAdditions to our Strategic Partner Galleries.

1)  Display Supply and Lighting (DS) made extensive changes to their Lighting gallery, including: 

  • Zig Zag LED Tape
  • RGB Modular Strips
  • LEDSTRAND Lights: Magnetic LumiRail System (Rail, Magnetic Light Modules, LUMIRAIL Kit, LUMI Power Supply)
  • LED Stick Lights (High Output and Super High output – Flat, Round and Angled options)
  • “U” Series LED Slim Line Fixture
  • LED Flex Panel Quick Kits
  • LED Pendant Lights
  • LED Ceiling Mount Fixtures
  • LED Wall Sconce Fixtures

 2)  Brumark (BR) added new products and revised existing ones, such as:

  • Image White Flex Floor
  • Chilewich Tiles with BioFelt in Basketweave, Lounge, and Rib Weave
  • NextGen Carpeting

3)  The CORT (CT) Furniture Rental Galleries are REVISED with a larger assortment and the latest designs. Definitely worth reviewing the changes. 

That’s it. Well…. for this week.

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

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

Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.