Redefining the Custom Exhibit | Pat Friedlander
June 8th, 2016
COMMENTS
Guest Post by Pat Friedlander
When I was new to this industry, I heard the word “Octanorm” bandied about as if it were the last ditch attempt for stingy exhibitors There was no design consideration — just how many panels and how many uprights.
However, on my first trip to EuroShop some 20 years ago, I was stunned when I walked into Hall 9 and saw the Octanorm corporate exhibit. EuroShop opened my eyes. U.S. was unique in advocating box-frame exhibits, exhibits that were crated and stored in warehouses around the country. It was apparent to me that US exhibits were different. They looked stodgy and boxy by comparison.
Systems and the Rest of the World
Between Dusseldorf and Chicago, I became a convert to systems. They looked cool, they allowed for fresh designs, and they were flexible — not hallmarks of box frame construction. Soon after, I invited my friend Kerstin Mulfinger from Burkhardt Leitner to speak at HCEA’s annual meeting about systems.
As various systems proliferated, bits and pieces started to appear on U.S. show floors. Yet the differentiation persisted that there were custom exhibits (i.e., box frame) and there were portable modular systems — with “systems” viewed as a commodity.
What is a Custom Exhibit?
Custom Exhibits, as the industry generally uses it, is a relic. Today the distinction is anachronistic. Using the term “portable modular” ignores the fact that modularity is not limited to any one type of construction — portable, custom, hybrid, etc. Modularity is related to configuration, not to building materials.
At an EDPA ACCESS 2015 session, I said, “It’s time to de-commodify systems and redefine what we mean when we say a custom exhibit.” It turned out I wasn’t alone. “Modular components and systems are no longer a commodity item,” said Jay Burkette, vice president, Expo Displays, “but represent building blocks, increasingly used by traditional exhibit houses as an effective way of helping design, manage, and maintain their client’s exhibit properties.”
According to Debbie Parrott, president, Highmark TechSystems, “Some designers are predisposed to think that modular systems should only enter their design tool kits when they are working with an especially cost-conscious client. For those designers, low-cost and creativity are mutually exclusive and systems limit their creativity. This short-sighted view shows a lack of understanding of the realities of our industry and the needs of program clients.”
“Large clients are program clients who benefit from exhibit designs that offer versatility, reconfigurability, fast installation and dismantle – exactly what modular systems address. This perspective also shows a naiveté about the design trends in the global exhibit marketplace where modular systems are used for exhibits that are stunningly creative, brand-distinctive, highly functional, and cost and time efficient. Designers in our industry need to be knowledgeable on this front, and the challenge for those who are modular system proponents is to educate and show designers both the inspiring possibilities and the compelling business case.”
How Do YOU Define “Custom Exhibit”?
Seems to me that we need to arrive at a new definition of “custom exhibit.” If the definition is not about construction methods and materials, perhaps it’s about marketing. What are the goals and objectives of the exhibit program? How does the exhibit fulfill and meet those goals? And about the exhibit: Is it rental? Is it purchased? Should we differentiate? We plan to continue this discussion at EDPA ACCESS 2016, but in the meantime, I would love to hear your thoughts on this.
Pat Friedlander
pat@word-up.com
773-230-9989
Bio:
Pat Friedlander is a marketer, trainer, and writer in the exhibit industry. She has spent many days and nights on the trade show floor, and has lots of advice about shoes. She has received the HCEA Distinguished Service Award and the EDPA Hazel Hays Award. She lives in Chicago and often answers to Grandma Pat.
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The 100-Day “Love It” Guarantee | A Classic Exhibits Exclusive
June 6th, 2016
COMMENTS
You’ll Love It — Guaranteed
Don’t like your steak. Send it back. Need a larger shirt. Exchange it. Not the right color. Return it.
There’s not much you can’t return or exchange these days… except a trade show display. Not anymore. Classic Exhibits announces the only 100-Day “Love It” Guarantee in the exhibit industry. Within the first 100 days after receiving your Sacagawea, Perfect 10/20, Quadro, or Quadro FGS Display, you can return it for a refund if you’re not completely satisfied (minus graphics and shipping).
How can Classic Exhibits make this exclusive offer? It’s not like we’re not rolling the dice. We design, engineer, and build the VERY BEST hybrid and pop-up displays. Just ask a Classic Exhibits Distributor.
What’s makes them better?
- Engineering — Every system, kit, and part is engineered to excel show after show. No excuses.
- Design — Our award-winning designers sweat the details. Your display is their next performance.
- Build — We’re proud to be the industry standard for exceptional packaging and quality.
Choose the Sacagawea Portable, Perfect 10/20 Hybrid, Quadro S Pop Up, or Quadro Floating Graphic System. The only display systems with a 100-Day Return Guarantee.
Love at first sight… that lasts and lasts. Now that’s a happy ending.
–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite
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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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Avoiding Exhibit Buyer Remorse | 10 “Must Ask” Questions
June 2nd, 2016
COMMENTS
It’s common to express remorse after a big-ticket purchase. Typically when the purchase is infrequent, such as a home, car, or expensive equipment. We know our knowledge is incomplete, even when we’ve conducted research. So we roll the dice… and then cross our fingers.
Buying a trade show exhibit is that type of purchase, especially a corporate inline or island exhibit. It may be your first time buying a display. Heck, it may be the first time for your company. There’s a lot to learn. So, how do you avoid second guessing your decision? Honestly, a lot depends on your exhibit house. It’s important to choose one that understands your marketing goals, your budget, and your available resources. Most exhibit houses make their living by keeping customers long-term. They want to work with you on your exhibit design, your trade show strategy, and your ROI goals. It’s a cliché, but your success at a trade show is their success.
10 Questions to Ask
1. What services do you provide? This can vary from designing the ideal display to providing you with storage, I&D services, exhibit training, and graphic design. You’ll need to decide what services you need based on your budget and your trade show marketing goals.
2. How much do those services cost? Unlike auto repair, there’s no “book” which serves as a guide for time and materials. Prices vary depending on the region, the size of the exhibit house, and the services they value or don’t value.
3. Can you provide me with 3-5 references? No brainer, right? Yet, so often we are reluctant to ask for customer references. Ask for customers who have purchased a similar size/price exhibit to the one you’re considering.
4. Will the exhibit include reusable packaging? Unlike the headphones you bought last week packed in tamper-resistant plastic, an exhibit has to unpack and pack again and again. Smart packaging will save time, money, and frustration. Ask to see examples.
5. Does the exhibit include detailed setup instructions with numbered components? And, can the instructions be modified if we have suggestions after the first or second show? Detailed, logical instructions will save you thousands of dollars each year. Sometimes at a single show. Ask for examples.
6. What if my exhibit is damaged or if we need to replace lost parts? It’s going to happen no matter how careful you are. A true test of an exhibit builder is how they respond when you need a replacement part or a laminate repaired. Do they treat you the same as when you purchased your exhibit?
7. What is the warranty? This question shouldn’t be followed by a verbal dance. It’s an easy question. It should be an easy answer.
8. How much time/labor will be required to set up the exhibit the first time? The third time? This will vary particularly on a custom exhibit. Less so for a portable/modular display. You’re looking for a range. Then you need to compare the range to your experience on the show floor. Admittedly this will depend on your experience, your labor crew, and a 1000 other factors.
9. Who is my primary contact(s)? Who do I contact when I have questions about exhibit design, graphic design, shipping, I&D, storage, etc. Who is my emergency contact if there’s an issue at the show? What matters is not the person(s) but the answer. What’s the tone and do they have a plan?
10. How would you describe your best customers? What do they do right? There’s no such thing as the “self-made” successful trade show marketer. We all learn from others. Taking the long-road can be expensive and in some cases, a career killer. Look for shortcuts and the best advice comes from trade show warriors. Trade show are like landing on Neptune and encountering aliens. You don’t want to be the first one. You want to learn from those who didn’t get zapped or eaten.
What most exhibitors know about buying an exhibit could fit in a Ziploc baggie. They know just enough to get themselves in trouble. So be smart. Ask questions. Lots of questions. Pretend you are four years old again and ask the endless series of “Why’s” and “What’s” and “When’s” that drove every adult insane. You won’t regret it.
–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite
**********************************************
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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A Better Way to Rent Trade Show Furniture
May 25th, 2016
COMMENTS
Two New Rental Furniture Galleries
While attending a trade show earlier this month, I conducted an informal poll with Exhibit Appointed Contractors (EAC). EAC’s are the folks who provide the labor for most trade show installs and dismantles. I asked, “What percentage of exhibitors rent furniture? Tables, chairs, casual lounge furniture?” Their answer surprised me, ranging from 75-95%. And that furniture rental has increased in recent years.
If you have ever rented furniture from the show book, you know it’s not always user-friendly. And too often, it’s a task that’s completed right before the show, adding stress and expense to your trade show experience.
We have a better solution. Exhibit Design Search, the one-stop shop for exhibits, has two new furniture rental galleries. These galleries include chairs, soft furniture, tables, bar stools, even stanchions for crowd control. You’ll see photos, dimensions, and prices that include delivery and drayage.
So easy. Simply contact your Classic Exhibits Distributor to order what you need. They’ll make all the arrangements and your furniture will arrive on time… and get picked up at the end of the show. No hassle. And should there be any problems, you’ll have access to a 24-hour support line.
Don’t see what you need? Let us know. There are more options available than in the EDS Galleries.
–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite
https://twitter.com/melmwhite
**********************************************
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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