Trade Show TalesBlog

A Groovy First Year Retrospective

July 9th, 2013 Mel White COMMENTS
First Year Retrospective

Lessons Learned by Jen LaBruzza

Lesson #56 – Problems Can be Opportunities in (a really bad) Disguise

Some might say “astounding.” Others may choose “astonishing.” I choose “G-R-O-O-V-Y”!

The past year has been, well, groovy. I’m imagining a few LOL moments from those who have spent time with me. This month marks my one-year anniversary with Classic Exhibits as the Western Regional Manager.

As a former teacher, I would be remiss if I didn’t pause for a little self-reflection on my first year. To those who have allowed me into your businesses and into your lives — “Thank You!” I am grateful for every conversation and every meeting. I realize that it’s not always easy meeting with a newbie.

Which brings me to the sometimes challenging part of my job:  problem solving and wheel greasing. You may recall Reid Sherwood’s timely blog post last year, What You Should Expect From a Manufacturer’s Rep. It was published just as I was heading out on my first trip and hearing a lot of, “Now what is your role with Classic Exhibits?” It was a great insight into the expectations for Regional Managers at Classic Exhibits and ClassicMODUL.

Did you lose my manuscripts?

It also brought to light a part of our job that we sometimes dread — Problem Solver. Having worn many hats over the years in this industry, this is still the one hat that drives me the most crazy. It eats up everyone’s margin on that “oh so easy” job. But without something breaking, without trouble that shakes up the normal course of things, there is no opportunity to introduce new and better solutions.

Ernest and Ezra

In the 1920’s, when Ernest Hemingway was working hard to perfect his craft, he lost a suitcase containing all his manuscripts. The devastated Hemingway couldn’t conceive of redoing his work. He could only think of the months he’d devoted to his arduous writing . . . all for nothing, he was now convinced.  But when he lamented his loss to his friend and poet, Ezra Pound, Pound called it a stroke of luck. Pound assured Hemingway that when he rewrote the stories, he would forget the weak parts and only the best material would reappear. Instead of framing the event in disappointment, Pound cast it in the light of opportunity. Hemingway did rewrite those stories, and the rest, as they say, is history.

Last year, there have been problems, ranging from “I need an extra length of cord cover for our customer’s extrusion” to the generic “This job has problems and I need you to fix them.” Recently, one of the latter took me to the show site.

The “opportunity” involved Classic stepping up to the plate and correcting some mistakes. They weren’t huge, but measuring mistakes depends on who has the ruler. The distributor requested that we send someone to the show site to assist their client. All was well until the final phase, when things were being plugged in and tested. The last SEG graphic was not going to work, not because of size but because the client was unhappy with the standard rear projection fabric. Did I mention this was on a Sunday?

I was able to call in the cavalry, a.k.a. Dave Brown from Optima Graphics who suggested an alternative fabric. He rallied his troops and got the new graphic printed and on a flight. Did I mention that the show opened on Monday at 9:30 am? For me, it meant waking up at 4:15 am to arrive at the airport at 4:30 to ensure that the graphic was installed by 7:30. This was clearly an opportunity waiting to happen and thanks to Optima, the new rear projection fabric worked perfectly.

A sure sign of a successful person or a company is how they tackle problems. Are they creative and innovative? Do they turn stumbling blocks into stepping stones. It’s often those hidden opportunities that can cement your relationship with your client and serve to make it stronger because you have weathered it together. As the saying goes, “Problems happen. It’s how you handle them that is important.”

Now go out there and focus on turning challenges into opportunities rather than into disappointments and problems. And most importantly, let me know how I can help.

Jen LaBruzza, Western Regional Manager
Classic Exhibits/ClassicMODUL
jen@classicexhibits.com

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). 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.

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What Do You Do With Your Time?: Word on the Street — July 1st thru July 5th

July 7th, 2013 Mel White COMMENTS
What Do You Do With Your Time?: Word on the Street -- July 1st thru July 5th

Word on the Street by Kevin Carty

Happy 4th of July

This past week was and probably will go down as the slowest sales week of the year. Having the holiday land on a Thursday can do that. Add to that it’s in July, and you get a whole lot of nothing.

Now that is the sales side of me speaking, but the productivity side of me loves weeks like this past week. You can get so much done on your “To Do” list. I am not talking about the normal day-to-day stuff. I am talking about that list you have in your head or on a notepad somewhere buried in your desk. You know the list of things you swear you will get to when you have the time. You know the one.

For me, it included a lot of database projects, organizing (at least starting to organize) my office, and cleaning out some files. And starting a pricing analysis project on Wednesday, the beginning of a much larger pricing project for late summer.

I know many people take vacation this time of year. I will the latter part of next week. But I am curious. To those in the office this time of year, what do you do with your time?  What are the “long term” projects you tackle in June and July?

Based on our crystal ball, you better tackle them soon. We’re seeing an earlier start to the fall season based on design activity. So enjoy the down time while it lasts. Which the sales side of me hopes ends this week.  🙂

Hope you had a terrific Independence Day Holiday.

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

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SIGNIFICANT CHANGES to Brumark’s Flooring Galleries in EDS — WOW!

July 2nd, 2013 Mel White COMMENTS

Brumark Flooring Galleries

Brumark has made significant changes and additions to the Flooring — Carpet and Padding and Flooring – Other Options galleries of Exhibit Design Search!

In addition to enhanced product descriptions and updated images, they’ve added a variety of flooring products to meet just about any application and budget requirement. Here’s Brumark’s description of the changes:

New Exhibit Carpet – The very popular 10′ Advantage Carpet line has been expanded. In addition to 10′ wide Advantage Carpet in 16 oz., 30 oz. and 50 oz. weights and a variety of stylish colors, we’ve added the new NexGen 10′. This quality 10′ wide carpet comes in nine vibrant, fade-resistant colors and is offered at a significant value. NexGen 10′ is available in 16 oz. and 28 oz. weights.

Additional Styles of FlexFloor Rollable Vinyl Flooring – FlexFloor is extremely convenient and easy to use — it rolls out and then back up for fast, simple installation. We added the Stone Works Collection, which provides the look of natural stone, as well two Designer collections. The Designer I collection is designed for single-use only, providing an economical option for clients who need a one-time flooring solution. The Designer II collection has four styles, including white, that can be used multiple times.

Printable Flooring – We’re also excited to add a printed flooring option that gives your clients a convenient and attention-grabbing way to extend their branding or theme to the floor. With FlexFloor Clear Choice, the image is custom-printed on the back side of the clear, rollable vinyl flooring for maximum image life. And of course FlexFloor Clear Choice has all the benefits of the FlexFloor line, including fast roll-out installation.

Elevate Raised Flooring

Raised Flooring – We added four raised flooring options that give your clients a way to create a distinctive look and easily manage their utilities. The Elevate Raised Flooring System consists of strong polycarbonate tiles and is designed to be easy to set up, level and dismantle. Clients can easily use carpet, FlexFloor or other options on the surface.

The cutting-edge A&P Flooring System is designed to easily adapt to your clients’ changing exhibit needs. The super-strong anodized aluminum frame installs to almost any size with no tools needed, and then custom infill panels just set into place. This allows users to create almost any size floor and then easily customize it. A&P holds up to 3.5 tons per square meter – including vehicles – and can be used indoors or out.

The Altitude R&R Raised Flooring System is unique in that it has an interchangeable top surface and a durable subfloor that can be reused many times. This gives clients a very convenient and cost-effective way to update the look of their flooring without having to invest in an entirely new floor.

And the TraxFlex Hardwood Flooring System provides a simple and cost-effective way to use real hardwood flooring for exhibits and events. This innovative raised floor quickly and easily installs on spring-mounted tracks — no tools required. It’s extremely durable and reusable. And because the spring-mounted tracks allow for the natural expansion and contraction of the hardwood, TraxFlex can be used indoors or in covered outdoor areas.

PromoDek Flooring

Modular Flooring – The PromoDek Modular Display Flooring System is another ultra-convenient way you clients can get multiple flooring options from their investment. It features standard components that easily click together to create a platform in almost any size or shape. The surface can be updated in minutes with new materials or printed graphics, and the floor is easy to resize, reposition and reconfigure. Plus, PromoDek is strong enough to hold cars! In addition to trade shows, this is also a great option for product demonstration, sales meetings and more.

Chilewich Tiles – We’re also pleased to add Chilewich Tiles with BioFelt™ to Exhibit Design Search. This is another very convenient option. The comfortable, 18″ x 18″ woven vinyl tiles provide a modern, upscale look. They can be installed with adhesives, but the new BioFelt backing also allows you to install the tiles with Velcro®. This makes it very easy to install, reposition, remove and reuse the tiles. Not to mention, they are an eco-friendly flooring choice made from 82% recycled content. Chilewich Tiles are available in Bamboo, Basketweave, Frost, Rib Weave and Lounge styles, in a variety of modern colors.

With all these new flooring options, there’s something for everyone. We encourage you to take some time to check out the expanded flooring galleries and contact us if you have any questions or would like more information.

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Polishing Perfection: Word on the Street — June 24th thru June 28th

June 30th, 2013 Mel White COMMENTS
Who are We Trying to Impress?: Word on the Street -- June 24th thru June 28th

Word on the Street by Kevin Carty

This has been on my mind for some time so I am going to share a little more “Seth-Wisdom” with you. Seth Godin that is. Only because he nails this conundrum.

First, the issue. We design, manufacture and sell tradeshow exhibits. We depend on you to find new clients or to work with your existing clients to develop their tradeshow program. But there is, at times, a fly in the ointment or a pink elephant in the room. It’s YOU!

Whether it’s in design, build, or even in the final review, we sometimes find ourselves tweaking and revising the salesperson’s wishes rather than what the customer wants. Especially in design. I am amazed at how many times a designer has participated in a design meeting(s) with the end-user, then comes up with a great design for the client only to have it incessantly revised based upon what the salesperson wants — not what the client wants. And, of course, we make the changes, but 100 percent of the time once the design lands on the client’s desk, we end up changing it back to the original design.

This is not a complaint . . .  but it kinda is. No one questions your wisdom or your knowledge of exhibit marketing gleaned from years and years of working with exhibitors. It’s invaluable. It’s indispensable. Your guidance ensures that your client makes smart decisions about trade show marketing.

Ours is a specialized business, a knowledge that comes primarily from working with hundreds of clients.  However, and far too often, the account executive makes decisions based on their preferences, not their client’s preferences. You hear statements like, “I’m doing this for the client’s best interests.” Which is fine . . . kinda . . . but not when there’s a laundry list of “best interests” that the client never hears about and then discovers at the preview or the show site.

What really impacts the project is when we are in the final staging of an exhibit and then have to make last minute production changes based on what the account executive wanted only to find out later that the client was not expecting the changes. But I digress.

This came from my daily Seth email.

Polishing Perfect

Perfect doesn’t mean flawless. Perfect means it does exactly what I need it to do. A vacation can be perfect even if the nuts on the plane weren’t warmed before serving.

Any project that’s held up in revisions and meetings and general fear-based polishing is the victim of a crime. It’s a crime because you’re stealing that perfect work from a customer who will benefit from it. You’re holding back the good stuff from the people who need it, afraid of what the people who don’t will say.

Stop polishing and ship instead. Polished perfect isn’t better than perfect, it’s merely shinier. And late.

Now I am not saying that we don’t strive to be perfect. We most certainly do! But in the end, our goal is perfection per the end-user’s expectations. Not my expectations. Not the account executives.

If you take exception to my comments, please share your thoughts.

Hope you have big plans this coming week for the 4th of July holiday. Have a great time with your family and friends.

Kevin (not yet perfect) Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Magellan Portable Hybrid Displays

June 28th, 2013 Mel White COMMENTS

Whenever we conduct an Exhibit Design Search (EDS) webinar, we reserve 5 -10 minutes to review the Classic Hybrid product lines. We have five hybrid lines . . . well kinda. In reality, we have six or seven or even eight if you toss in the rentals, table tops, several Euro LT designs, and even Eco-systems Sustainable (which is a separate company but represented in EDS). It can be confusing.

The Classic distributors who attend Shared Knowledge University (SKU), our comprehensive training program, hear the history and the explanation of our hybrid lines. They always tell us that what was confusing, now makes sense. So, over the next few weeks, I’ll do my best to encapsulate the SKU review into a series of blogs about the Classic Hybrid lines. We’ll begin with Magellan.

What Makes a Magellan a Magellan?

Magellan Miracle Hybrid

Magellan Hybrid Displays was Classic’s third hybrid line, launched (if I remember correctly) in late 2008 or early 2009. I  remember very, very clearly why we created the Magellan line, and in particular, the Magellan Miracle. Several months into The Great Recession, sales of our existing hybrid lines, Visionary Designs and Perfect 10, had stalled. We were hearing from distributors that price, while always a factor, was now paramount. We knew we needed to react quickly, but we didn’t want to create a basic aluminum box with a graphic. It had to have “presence,” but be less expensive than a Perfect 10.

Many of you have heard me say the price of a hybrid is not complicated. There are three major elements:  the metal (size and shape of the profile, straight, or curved), the graphics (size and quantity), and the accessories and components. You can add a four element if you collectively include design, assembly, and packaging, which also contributes to the price. To reduce the cost of a hybrid, you use less expensive profiles, have fewer bends, smaller or fewer graphics, and limited accessories.

Z 45 Aluminum Extrusion

The Magellan line is (almost exclusively) built with the Z 45 profile. Why the Z 45? It’s relatively inexpensive, extremely versatile, and very attractive. In addition, our metal bending expertise allows us to bend it in both directions (what we call the hard and soft edges). That means the Z 45 can be used as both a horizontal and a vertical, and bent to create a variety of interesting shapes.

Miracle

The Miracle was the first Magellan. Like the Perfect 10, it has two large fabric graphics, each 96 in. tall. And, like the Perfect 10, the verticals are curved. However, the Miracle has less extreme curves, fewer accessories, and a limited set of options. The Miracle, as with all Magellan Displays, is a “Knob-assisted Assembly” system, meaning that about 85% of the assembly uses attached knobs. Where a knob would be visible or impractical, a hex key tool is required. These changes allowed us to price it about $1300 less than a comparable Perfect 10.

Fortunately, the Miracle was an instant success. One distributor was so sold on the concept (and hungry for sales) that she based her entire quarterly marketing campaign on the Miracle. It saved her quarter and jumped started her year. The positive feedback encouraged us to create other Magellan designs, some with similar price points such as the MOR and the Magic. But we didn’t stop there. The versatility of the Z 45 meant we could design more intricate, more upscale, and more expensive designs such as the VK-1043 and VK-2056.

So, when should your client consider a Magellan Hybrid? There are two directions:

1. Limited Budget/Attractive Design

  • 10 ft. and 20 ft. Inlines
  • A budget that won’t stretch for a Visionary Design or a Perfect 10
  • Your client requests a portable system that they can assemble at the show
  • They want something more than a basic curve, box, or pop-up
  • They want large vibrant fabric graphics
  • They need a workstation for a monitor
  • Die-cut reusable foam packaging and numbered components
  • Examples:   Miracle, MOR, Magic

2. Larger Budget/Distinctive Design

  • 10 ft and 20 ft. Inlines
  • Larger, more flexible budget
  • Loves curves. Wants the booth structure to be unique
  • Likes the idea of portability, whether they need it portable or not
  • Needs counters, workstations, headers, multiple large fabric graphics
  • Die-cut reusable foam packaging and numbered components
  • Examples:  VK-1083, VK-1085, VK-2049, and VK-2045

Next time, we’ll review Perfect 10 Portable Hybrid Displays. That’s an interesting tale of what happens when you discover a major, untapped segment of the market that EVERYONE has ignored.

–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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