Trade Show TalesBlog

YOUR Invisible, Inc.: Word on the Street — April 13th thru April 17th

April 17th, 2015 Mel White 1 COMMENT
Kevin Carty, VP Classic Exhibits

Kevin Carty, VP Classic Exhibits

We recently welcomed several new, very talented employees to the Classic Family. And as is our custom, Mel and I sit down with these employees to check-in and see how things are going after about a week of training and immersion.

During this time, we take the opportunity to talk about “Who Classic is” both internally as well as externally to our customers/partners. In that discussion, we use the term “Invisible Inc” quite often. It’s a phrase that was spawned from our participation in EDPA ACCESS Meetings.

The concept is not new to us, just the name. It’s a tidy, descriptive term that encapsulates our mission, and one that became even more important during the recession as we saw competitors changing their business practices. It’s at the core of our business model. But, like any mission statement or corporate culture, you have to live it and talk about it if you want it to be second nature to every employee. It can’t simply be printed on a poster and hung on a wall.

What does it mean to us? More importantly, what does it mean for you, our trusted and valued partners?

WP_002413You only need to take a 10 minute stroll through our Production Shop, as I did this morning. As I walked the floor, I saw large, very custom, wood-constructed exhibits in various phases of the production process. I saw countless 10 x 10 and 10 x 20 hybrid exhibits being prepped in the Set-up Area. Most of which will be previewed with graphics before being sent to your customers. I saw cart after cart of pre-cut, pre-milled and pre-bent aluminum extrusion waiting to be packaged and sent to exhibit houses that will use the extrusion in their own in-house design-build projects. And, I saw 52 On The Move portable stools with end-user graphics applied to the seats ready to be packed into cases and shipped to a large upcoming consumer event.

So what is unique about that?  You see, most of what I just described will eventually be leaving this building with YOUR brand on the crates . . . or YOUR packing labels on the cases . . . or YOUR branding on the set-up instructions . . . or be used in YOUR final exhibit build that you are working on in your own shop.

Don’t get me wrong. Classic Exhibits is very proud of its Brand. Please know that. But we are even prouder of the opportunities we are given each and every day to boost YOUR BRAND with our products and the hard work of our remarkably talented people.

For years now, you have heard us preach about “Shared Success…Your Success is Our Success.” Through all that, we often joke about how, outside the exhibit industry, we are largest “most unknown” Exhibit Manufacturer in the North America.  🙂  It’s a  title we wear proudly.

YOUR Invisible Inc. means that if you are a Custom Builder in your market, you can also be a Pop-up Manufacturer and Hybrid/Modular provider. Or, if you are a Portable/Modular Distributor, you can also be a Custom Exhibit provider.

To all that continue to embrace our odd approach, thanks as always. I hope you have a great and restful weekend with your families.

Be well!

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

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Your Trade Show Booth Staff Needs HELP!

April 10th, 2015 Mel White 6 COMMENTS

sloppyemployees

This shouldn’t surprise you. You know your staff needs help. They don’t know the products. They look like hell after Day 1. And, worst of all, they don’t have a clue why they’re there. Yet, you tolerate it show after show. Why? There shouldn’t be any reason why your staff isn’t spectacular. It’s time to put on your adult pants and do it right.

Who Should Be There

That’s easy. Bring employees who know the products or services, who have charismatic people skills, who are personally invested in results, and who participate in pre-show planning or post-show implementation. Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment.

You’ll often hear that 80% of trade show leads are wasted. Personally, I don’t trust that statistic, but I do know that bringing the right employees to the show solves that problem. They 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.

What Do They Know

What they know is important. What they do with that knowledge is critical. You want the Information Dream Team in your booth. Whatever the question, there’s someone there who has an answer, can get an answer, and lives to share that information.

Just knowing stuff isn’t enough. Each staffer must capture every sweet, savory nugget of information the attendee shares. Everyone thinks they’ll remember that game-changing conversation from Day 1. By Day 3, they couldn’t tell you their own spouse’s middle name even if you gave them the first three letters.

Trade shows are exhausting physically and mentally. There is zero chance you’ll remember the details even if you have an eidetic memory. Honestly, the lead retrieval system doesn’t matter. What matters is having a system your group understands and follows. You can’t be a namby-pamby about this. There should be consequences for not adhering to the information capture process.

teamBoot Camp Mentality

Trade shows are a battlefield with winners and losers. On that battlefield, strategy and implementation trumps raw brute strength every time. What are the goals? Is everyone clear about them? At a minimum, there should be a strategy and planning “booth camp” meeting before the show. Then, there should be an alignment meetings every day before the show opens. Some companies even have meetings after the show hall closes to review leads, answer questions, and prepare for the next day.

More than anything, you have to be flexible. What you thought would be the “go-to” product or service at the show may take a backseat based on attendee feedback. Then there’s going to be a wild card. Often, it’s an evolutionary or transformational new product or service introduced by a competitor. At that point, you have to decide if your show strategy changes.

Tough Love

In any pack, there are always the stragglers, the injured, and the just plain stupid. You can ignore them and allow them to be food for your competitors, or you can deal with the problem. The staffer who arrives late sweating tequila and lime, reeking of three cups of espresso, better have a good reason, like entertaining your key client until 4 am. Same with Susie Smartphone or Standing-on-the-Sidelines Sam. This isn’t a soccer tournament for 8-year-olds where everyone gets participation ribbons. It’s a competition where sales, money, and jobs are on the line. Everyone has to pull their share. At tough love companies, the Susies and the Sams get sent home via Greyhound with loose change for vending machine sandwiches.

When it comes to trade show staffs, you get what you tolerate. When you expect more, your team will rise to the challenge. Set clear expectations, communicate your goals, plan your strategy, and manage the environment, the days, and your post-show communication. It’s not easy, but your team (and your boss) will sing your praises when it’s “Go Time!”

–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. 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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Trade Show Marketing | The Bare Minimum

April 9th, 2015 Mel White COMMENTS

4 Basic Trade Show Tips

EXHIBITORImages

1. What are some basic tips you would suggest for a business going to their first trade show?

Even if you majored in marketing, you probably learned diddly squat about trade show marketing. Which is sad since trial and error is very, very expensive at a trade show or event. My advice is to work with a professional, or at the very least, consult with colleagues who have gone through the process several times. Trade show success isn’t hard — if you know what you are doing and have done it repeatedly. In the end, it comes down to experience, planning, and flawless execution.

2. What advice would you have for a business that spends a lot of time at trade shows?

Plan. Too often, companies treat trade shows like a last minute vacation. Successful trade show marketing requires pre-show planning and promotion, staff training, and post-show follow-up — at a minimum. Attendees no longer just arrive. They decide who to visit based on research and company needs before they arrive at the show hall. Gone are the days when attendees would meander through the show hall. They identify who they want to see and spend time at those companies. It’s rare that attendees “discover” a new vendor at a show (which is why pre-show marketing is critical).

stk313065rkn3. How can a business with a small budget design an eye-catching display at a trade show?

First, decide on your goals for the show, which can change from show to show. What is your key message? What problem are you solving? What do you need? A large monitor? An iPad? Literature trays? Product shelves? There’s nothing wrong with starting small if your graphic is appealing and the message clear. Finally, ensure the graphic is designed by someone who understands trade show graphics. Trade show graphics are very different from a magazine ad or a website, and most graphic designs are unfamiliar with trade shows. Most importantly, work with an exhibit design professional, i.e., someone with a history of successful clients not just a history of exhibit sales.

Over the long run, the real cost of a trade show is not the display, which is fixed, but everything else — travel, meals, pre-show marketing, booth space, drayage, and salaries. Those costs can be managed with careful planning.

4. How is a trade show different from doing business in a brick-and-mortar location in terms of the way  employees interact with potential customers?

You may find this surprising. Except for the venue, it’s not really different. It’s as simple as having knowledgeable people who have solid sales and customer service skills in your booth, including senior management when possible. Greet visitors, listen, ask open-ended questions, and document the answers. Don’t drink coffee in the booth, eat, or text, or read email. All the things you would tell someone working at a typical retail store.

In the end, it’s about getting to the booth on time, approaching people, and being friendly and honest. Dress appropriately, keep the workspace organized and tidy, and act professional. A trade show is not a vacation. It’s your job so arrive sober, polish your shoes, and iron your clothes. One last suggestion — Never ever check your smartphone in the booth. You might as well be picking your nose. It sends the same message — Go Away!

Have questions? Send me an email or call. I promise to give you more than my “bare minimum.”

-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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Cool Technology at EXHIBITORLIVE 2015

March 25th, 2015 Mel White COMMENTS
Coffee Table Charging Station with LED Lights

Coffee Table Charging Station with LED Lights

I try my darndest to walk EXHIBITOR each year. Usually, that means a quick tour an hour before the hall opens. And while I “see” the displays, I rarely get to talk to most exhibitors. So you can imagine how excited I was when Marlys Arnold from Trade Show Insights compiled a video of the Best of the Best Technology.

According to Marlys, “At this year’s EXHIBITOR Live (formerly known as the EXHIBITOR Show), there were a lot of clever innovations, especially in the world of tech. Here are a few worth paying attention to:



–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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All in the Name of Customer Service: Word on the Street — March 16th thru March 20th

March 20th, 2015 Mel White 1 COMMENT
Kevin Carty, VP Classic Exhibits

Kevin Carty, VP Classic Exhibits

I am writing this week’s blog topic at the request of a “classic” Classic Distributor from Southern California.

For Every Problem, There’s a Client Request

Have you ever stopped to appreciate what you do for your clients? I know it comes with the territory. We’re sales-driven people with customers who have high, sometimes unreasonable requests. But in the end, they are our customers, and we’ll do what we have to do to make them happy.

Recently, this SoCal Distributor contacted me about a client who purchased a very custom Classic-built 20 ft. inline a couple of years ago. When I say custom, I mean custom! Custom wood siding with several coats of staining to get JUST THE RIGHT COLOR.

The exhibit was beautiful. And it should have been since it cost the equivalent of most 20 x 30 island exhibits.

Custom CountertopBut I digress. So I get a call telling me that this client added a “serving station” which was built in a remote village in Venezuela (I kid you not), and the station was showing severe wear and tear. The client wanted to use the serving station one more time before replacing it. So the question was “How can Classic help?”

After many emails (and lots of options), the client asked us to make it “as close to show ready as possible.” To do that, we had to dissect how the Venezuelans built the piece: What materials and finishes did they use? It sounds simple, but it wasn’t. The top color and finish looked like something Orange County Choppers would design and construct.

The distributor and I met at EXHIBITORLIVE to review options. The idea of acrylic nail polish was a possible solution for the wear marks on the counter top. Sounds crazy, but it made sense. What I didn’t take into account was selecting just the right color nail polish. It meant mixing several colors together for the perfect match.

In Search of Nail Polish

As you might imagine, no one in Production was waiting in line to do this. So a week ago, I went to the store in search of nail polish.

nail polish

First, I was blown away by the variety of nail polish colors, finishes, and types. It made choosing a paint color at a hardware store simple by comparison. And as a man, who refuses to ask for help, I was not about to request assistance from the sales clerks. But as time passed, well over 30 minutes scrutinizing the different options at my fingertips (pun intended), I noticed the ever-growing audience of teeny boppers and blue hairs around the sales counter watching me shuffle 20 plus bottles to identify the perfect color mix.

In the end, a gel base coat was the winner with a shimmer top coat. SHUT UP! I know!

To add insult to injury, the sales clerk remarked, “Oooh, nice choices! For you?” and then giggled.

Well, what little pride I have left was lost in the nail polish section of the store, but in the end, the customer’s problems are our problems, and we do our best to solve them. I know you have similar stories (well, may be not “similar”), so please help a guy out and share yours.

Have a great weekend with your families.

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

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