Trade Show TalesBlog

Trade Show Ethics 201: Word on the Street — March 4th thru March 8th

March 10th, 2013 Mel White 3 COMMENTS
Tradeshow Ethics: Word on the Street -- March 4th thru March 8th

Word on the Street by Kevin Carty

As I write this, we are 10 days from the opening of our industry’s premiere event — EXHIBITOR2013. It’s no secret, if you know me on any level, that I LOVE the EXHIBITOR Show. The folks at EXHIBITOR Media Group do an unparalleled job of organizing and promoting it every year. And I, as well as everyone at Classic Exhibits, take tremendous pride in participating.

But every year I get frustrated by two problems that inevitably happen at EXHIBITOR, as well as other trade shows. While I won’t say these problems are epidemic, I will say they are very real problems that should be addressed. I am not blaming EXHIBITOR Media Group. To the contrary, it is incumbent on exhibitors to curb these problems.

Suitcasing and Outboarding

If you’re unfamiliar with these terms, let me explain. Suitcasing is the “selling from the trade show aisles without having an exhibit.” Outboarding is “taking meeting space at a hotel near the convention venue and using it for hospitality/demos/meetings/competing events.”

Now before you say, “People in glass houses Kevin” . . . Yes, Classic does sponsor a hospitality suite every year from 3:30-6:30 pm on Tuesday. As do other companies. But there is the big difference. Classic and other companies hold our events during a time when there are no “EXHIBITOR sponsored” events, like the Opening Reception. The idea being, we are respectful not to interfere with the events that the EXHIBITOR Media Group has invested money, time, and effort into on behalf of the exhibitors and attendees. Plus, we are a paid exhibitor. That’s an important distinction.

But others, sadly, do not show the same regard for the show’s management — year after year. Instead, they blatantly ride the coattails of EXHIBITOR2013 to draw people to their own private event. And they do so under the guise of creating a Partner Event that somehow is supposedly beneficial to exhibitors, attendees, and show management. I would respectfully disagree. Unless you’re in Iowa, if it smells like “you know what,” it’s rarely fertilizer.

Who’s to Blame?

Some of the blame falls on show management. They could nip this in the bud by creating an event or gala event on Tuesday evening that recognizes the “Best of the Best” over the past year. Or that integrates the Sizzle Awards. The now defunct TS2 did something similar, and it was always a highlight of the show.

But some of the blame rests on our shoulders, the exhibitors and attendees. If we did not sponsor and attend such events, they wouldn’t succeed. And, they wouldn’t benefit from all the hard work and money the EXHIBITOR Media Group has invested in drawing the attendees and exhibitors to Las Vegas. Yet, when I see the list of sponsors, I am honestly dismayed.

Suitcasing on the other hand can be curbed by exhibitors. Nothing frustrates me more than to be working our booth and have some one pitch their product or service, someone who is not an exhibitor. The condensed EXHIBITOR hours make every minute valuable and when someone distracts me from speaking with distributors, partners, or potential customers, I resent it. They are effectively stealing my time, time that we paid dearly for.

By comparison, Classic invests somewhere in the ballpark of $125k to participate in EXHIBITOR. That includes booth space, the display, I&D, airfare/hotel/meals for staff, marketing, entertaining, etc. Yet, this same individual who is pitching me their product may have invested as little as $100 to get a badge to attend the show for one day.

Might I suggest that, as a group, we make a concerted effort this year to send a message to these Suitcasing individuals.  First, do not allow them into your exhibit space. Second, get their name and company and report them to show management.  Third, do not buy their products or services. If they really want to or have a product or service worth selling, then they should take a space in the show.

Ethically Challenged

Having said all that, I recently came upon an article in LinkedIn that really floored me. This article was published by Inc. Magazine. You too will be surprised by the encouragement of the author to participate in the unethical practices of Suitcasing and Outboarding. And should any of you be subscribers to Inc., think twice about giving them your advertising or subscription dollars.

These links take you to the article and a response to the article. Be sure to read the response and the comments which are more entertaining than the original article:

  1. http://www.inc.com/don-rainey/how-to-commandeer-a-trade-show-four-tips.html
  2. http://www.twohatmarketing.com/ramblog/2013/02/why-is-inc-magazine-promoting-unethical-behavior.html

I look forward to seeing you in Vegas, and hope EXHIBITOR2013 is a great success for all!

Be well.

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

[subscribe2]

Tags: , , , , ,
Posted in Kevin Carty, Word on the Street | 3 Comments »

Be Our Sweetie. Win an iPad Kiosk from Classic Exhibits.

March 7th, 2013 Mel White COMMENTS

Win a MOD-1314

Win a MOD-1314 iPad Kiosk for Easter

The Easter Bunny told us to create an iPad Kiosk contest. So we did . . . Frankly, no one at Classic had the guts to tell the Easter Bunny, “No.”

We’ll make this easy. Go to the Classic Exhibits Facebook page, do the obligatory “Like” (which tells us you’re sweet on us). Then on the Easter Bunny Contest post, share what is your favorite Easter candy and why. You are not allowed to choose Peeps. Peeps are gross. Any other candy is fine.

On Monday, April 1, the day after Easter, we’ll choose a winner from all the entries. No, this is not an April Fool’s Joke. The calendar just worked out that way.

All the entries will go into a hollow chocolate bunny, and we’ll select a winner for the MOD-1314. If your entry is particularly creative, you “may” get an extra entry. Don’t like those rules? Complain to the Easter Bunny.

For the Classic Facebook Page, CLICK HERE.  And be our sweetie!

–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.

Tags: , , , ,
Posted in Mel White, Social Media | No Comments »

NEW iPad Solutions Brochure

March 5th, 2013 Mel White COMMENTS

In the past six months, we’ve tripled our iPad Solutions. And, there’s another half dozen in the R&D pipeline. Here’s the newest brochure where you’ll find iPad kiosks, stands, extrusion solutions, counters, and inserts — all designed specifically for retail, trade shows, and special events.

There’s a link at the bottom for the Unbranded Version. The Unbranded Version can also be downloaded from the iPad Design Detail pages in Exhibit Design Search.

If you are attending EXHIBITOR2013, be sure to see the latest models at our booth.

Download the Unbranded Version

–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.

[subscribe2]

Tags: , , , , ,
Posted in iPad Kiosks and Stands, Mel White | No Comments »

10 Totally Free Things to Do at EXHIBITOR2013

February 26th, 2013 Mel White COMMENTS

Classic Exhibits Distributors:  You didn’t stay in business this long by lighting cigars with $100 bills. Heck no! You want a deal.

EXHIBITOR2013 is just around the corner. And, if you’re like me, you’re wondering, “What can I do at the show that won’t cost me any money.” Kevin will tell you that’s how I think 365 days of the year. Not true. Sometimes I wonder how I can pay even less, thereby making a little money. 😉

Click to download the PDF “10 Totally Free Things to Do at EXHIBITOR2013.” Print it my friend. This is information you’ll want at your fingertips while you’re in Sin City. Don’t forget to take the complimentary shampoo and conditioner home with you. If you hide them in your suitcase each day, you’ll collect enough to save you at least 50 cents. It all adds up. It all adds up.

–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 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.

[subscribe2]

Tags: , , , ,
Posted in EXHIBITOR, Mel White | No Comments »

Mixed Messages about Distribution: Word on the Street — Feb. 18th thru Feb. 22nd

February 24th, 2013 Mel White 4 COMMENTS
Another Beauty by Seth Godin

Word on the Street by Kevin Carty

Direct Sales or Distributors

I promise I’m not being snarky, but I am confused by some of  “pre-show” marketing from our competitors heading into EXHIBITOR2013.

There are two common paths to exhibit sales from a manufacturer’s perspective:  direct to the end-user or through a professional network of independent distributors. We saw a third path where several manufacturers “invested” in distributors beginning about six years ago but that seems to have failed. Which shouldn’t surprise anyone.

Historically, our segment of the industry has (with a few exceptions) relied on independent distributors. Now that didn’t preclude some manufacturers from carving exclusive territories for company stores or absorbing “failing” distributors under the guise a white knight rescue, then never relinquishing the territory. By and large, however, the model has been through distribution. Period.

That said, I am a firm believer in “to each his own,” but the press releases leading up to EXHIBITOR2013 have been nothing short of confusing.

Some of the most visible companies in our segment have placed ads, published press releases, and sent direct mail to attract perspective distributors to their booths at EXHIBITOR. Nothing strange. We all do that. But this year, it’s gotten bizarre. In these marketing pieces, they also highlight their “direct sales” channel or websites. Really?! Not to be rude . . . but that takes some MASSIVELY BIG BALLS. I’m talking the size (of the former planet) Pluto balls.

Did any of you ever watch Eddie Murphy’s stand-up routine back in the late 80’s and early 90’s. It’s inappropriate to share verbatim his act, but let me paraphrase for the sake of this blog post. He used to do a bit related to how confusing women can be for men during the courting process. Often saying, “come here, come here, come here” and when we do, they say “now get away, get away, get away.”

Totally Confused

So, explain this concept to me if you are a distributor or are being courted by a manufacturer to distribute their products. They go to great lengths to entice you to their space and explain their products. But once you get there, you notice them selling to the same end-user base that you, as their potential distributor, represent.

To me it’s simple. Sell direct or sell through distribution. I am not saying that I’m opposed to change when necessary. After all, Classic Exhibits owns Exhibits Northwest, a distributor in the Pacific Northwest. However, we are always transparent about our ownership of ENW, and there are multiple Classic Distributors in both the Seattle and Portland markets that compete with ENW (and have for many years).

It’s a dangerous game when you choose to compete with your national distributor network. Yet, we see it happening more and more. I can count on one hand, with multiple fingers missing, those manufacturers that have remained true to this principle.

Now imagine branding your business as a distributor of these manufacturers, essentially helping them build a national presence as part of your “partnership” with the manufacturer. After years of them saying “Come here we want you,” they now seem to be saying, “We want you when it’s convenient. And thanks for building our brand in your market over the past 10 years. We really appreciate it! It helps our direct sales since your customers know us, and now they are able to buy from the manufacturer. SUCKER!”

I don’t know about you, but this seems counter-productive to building relationships and partnerships, either that or there was some pretty good snake oil sold over the years.

Allow me to wade a little deeper into the quicksand. I don’t entirely blame those manufacturers. Why? Several are sneaky about it, with a pickpocketing act that would make Apollo Robbins proud (see video #1 and video #2), but many don’t hide it. Some even publish two versions of their catalogs, one they mail to end-users with retail prices, and one they mail to distributors with wholesale prices. Same with websites. When distributors purchase from them, supplying them with the client’s company name and contact information, the manufacturer then markets directly to the end-user, making even more money and building a database on the cheap.

In closing, I meant what I said. This is not intended to be snarky. Just black and white and confusing to me.

If you would like to schedule time with us at EXHIBITOR to discuss this or any other topic, please use this link to request a time:  http://www.classicexhibits.com/esf.

Hope you had a restful weekend.

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

[subscribe2]

Tags: , ,
Posted in Kevin Carty, Word on the Street | 4 Comments »

« More Entries
Newer Entries »