Trade Show TalesBlog

Be a Student of the People Around You

July 19th, 2012 Mel White COMMENTS

Lessons Learn by Jen LaBruzza

Lesson #1 — Listen

I’m the new kid at Classic Exhibits, which means I’ve been welcomed and gawked at, and then placed in situations where I feel instantly stupid. That’s what happens when you’re the new kid. No one’s been mean, except for Mel, but I’ve know him for over ten years so I expect it. Fortunately, as former teacher by profession, I am student at heart, whether I’m working with rambunctious 3rd graders or a cranky 42 year old.

Here’s what we all know but tend to forget as we age. One of the biggest components of being a student is listening. If I’m not listening, I’m not learning. On the flip side of that, if I don’t feel like I’m being heard, I’m not listening either.

So what does this have to do with trade shows? If we aren’t listening to our clients, we are probably on the 3rd maybe even the 4th design revision with no end in sight. We’ve made assumptions, or we half heard or half asked. When we listen to our clients, we extract those important details like the ever elusive budget. Let’s be honest. Everyone’s favorite topic is themselves. When we give people a chance to talk and we actually listen, then design, quality, and expectations have a better chance of being met. When the client feels heard, they listen to us and trust us. Let me repeat that . . . when the client feels heard, they listen to us and trust us. That trust serves as the foundation for further conversations and a solid, smart, and successful solution.

As Your Student

So, for me, as I embark on this journey at Classic Exhibits with you, I want to be your student. I will listen and we will learn from each other — Whether it’s a “Can you do this?” or a “Hey, I don’t like it when you do this!” I’m excited that I get to work with Classic Exhibits and learn from you, the distributors that I’ve heard so many positives things about.

If we haven’t had the opportunity to talk yet, I’m working on it. Listening takes time you know. In the meantime, you can always send an email to jen@classicexhibits.com. I’m looking forward to getting some face time with you in the fall as I head out on the road like Reid. Also, don’t forget that fall term for SKU (Shared Knowledge University) is September 24-25.  Send us an email if you would like to join us.

Class dismissed!

Jen LaBruzza, Western Regional Manager
jen@classicexhibits.com

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Classic’s Town Call Meeting

July 18th, 2012 Mel White COMMENTS

Please Join Us and Voice Your Opinion

Join us on Thursday, July 26 at 10 am PST / 1 pm EST for an old fashion Town Hall Meeting. Kevin, Mel, Jim, and Reid will report on changes at Classic, industry trends, and product updates. You’ll hear what’s new and what to expect this fall.

Whatever questions you have, we’ll be there to answer them. This is your chance to voice your concerns or find answers to life’s most pressing issues. Well kinda. Click on the image below to register:

–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.

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What’s Your Brand?: Word on the Street — July 9th thru July 13th

July 16th, 2012 Mel White COMMENTS
What's your Brand?: Word on the Street -- July 9th thru July 13th

Word on the Street by Kevin Carty

Feeling Inspired

I’m back from the inaugural E2MA Association / The Red Diamond Congress in Chicago. And, despite my initial misgivings, I am inspired.

Let me back up a little and explain. On Monday, I was in Chicago for the EDPA Board Meeting (Exhibit Designers and Producers Association). Like all EDPA Board meetings, it was productive — planning, industry discussion, and talks related to the growth and betterment of EDPA and the industry as whole. For anyone considering attending ACCESS 2012 in Palm Springs, it’s primed to be a stellar networking and educational event.

Tuesday through Thursday, I attended the 2012 Red Diamond Congress, an event associated with the former TSEA. It’s now an event organized and hosted by the newly formed E2MA (Exhibit and Event Marketers Association), an association with members from the former TSEA and EACA.

In quick summary, kudos to Jim Wurm and his team for putting on a thought-provoking three days of discussion related to the future of the new E2MA. My compliments to the educational seminars taught or hosted by Marlys Arnold, Justin Hersh, Tony Earping and Gary Slack (The Keynote) to name a few.

What I appreciated the most was the sense that Jim and his group used this time to truly gain a historical perspective from the two old associations and work to set forth a clear direction for the new E2MA. It’s not often that someone takes such a bold and transparent approach. It’s clear from what I saw that it will be inclusive, with a strong exhibitor and education focus, in addition to participation by show organizers, labor, general contractors, and suppliers.

You may be wondering, “Is that truly possible?” I’m optimistic. I left with a real sense that the association (and yet to be named board) will be digesting everything that was said during those three days and using it to chart a positive future for E2MA and our industry.

As with any meeting or show, I not only learn from the speakers, but also from industry colleagues. This week was no different. I would like to share an exchange I had that really stuck with me.

Seth Godin

During one of the morning sessions on Tuesday, I was sitting with Chris Griffin from Tradeshow Supply, someone I’ve know for many years. He’s a colleague, a distributor, and a friend. The Keynote Speaker, Gary Slack, was discussing the “Brand” for the new association. In that conversation, Gary referred to Seth Godin. I do not know a lot about Seth, except his name and his reputation, but Chris follows his daily blog and reads his books. According to Chris, Seth’s take on “Brand” is . . . loosely, “Your brand is not your logo or your tagline. It IS a set of expectations.” Take a moment and think about that.

I hesitate to say this, so please understand that this comes from a truly modest place, but the definition above really speaks to what we have striven for at Classic Exhibits regarding our “Brand.” Our Brand is not our logo or our tagline; it’s the service and the products you have come to expect from us.

Now, we are not Nordstrom or Apple. Their “Brands” speak to that very definition. And while their logos are instantly recognizable, it’s their product and services that really speak to what they represent to customers.

Make sure to subscribe to Seth’s blog. It’s daily and not time intensive. You won’t regret it: http://sethgodin.typepad.com/seths_blog/

The week left me with lots to think about and share in upcoming blogs. This week’s post would be four times as long if I shared everything.

Hope you all had a great week and an even better one to come.

Be well!

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

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OK, So We Don’t Always Follow the Rules

July 10th, 2012 Mel White 1 COMMENT

Perhaps we should be more corporate, more dignified. But that’s not our style. Heck, we’re the folks with the ongoing Urban Exhibitionary ads in EXHIBITOR Online. A few of those ads have struck an exposed nerve, like Showgasm and Bundling. Ouch!

Here’s our tongue in cheek “Help Wanted” ad in Exhibit City News for ClassicMODUL. This is for everyone who has worked with a temperamental co-worker, supplier, or customer.

Our thanks to the good folks at Exhibit City News for allowing us to break the rules and have a little fun. Thanks Kathy and Jeff!

–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.

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My Predictions for Late Summer and Fall: Word on the Street — July 2nd thru July 6th

July 8th, 2012 Mel White COMMENTS
My Predictions for the Late Summer and Fall: Word on the Street -- May 28th thru June 1st

Word on the Street by Kevin Carty

Gaze into My Crystal Ball

For the past four weeks, while we have been very busy with lots of traditional trade show work, we have also been working a lot on alternative markets we service through some of traditional and non-traditional distribution channels.

And while that is great! I have been looking at the activity over the past four weeks to get an idea of what the next busy season will bring from a trade show-only perspective.

Some Things I have Noticed

Islands seem to be the topic of the day. Larger properties are on the plates of our in-house and contract design teams. In particular, people are looking to even incorporate more ClassicMODUL double decks.

Now, I know that this time of year probably invites more “spec” projects than any other time of year, meaning projects that may not be as “real” as others. But truly, the projects we are working on are more “real” than in the past at this time of year. The number one qualifier of that statement is budgets. They are proper and inline with what an island display costs.

On the inline side of things, “custom” really seems to be the key characteristic.  Visionary Design Hybrids that are far from the typical Sacagawea, SEGUE, Perfect 10 or Magellan. Again, with budgets that are inline with the customer’s vision for their display.

To say this is refreshing for this time of year is an understatement. Traditionally, this time of year, as I mentioned before, we get a lot of “spec” work that may not be totally realistic from a budgetary standpoint. J You know what I am talking about –the 40’ x 50’ island full of tension fabric SEG, ClassicMODUL extrusions, totally customized, and enough A/V to make Disney/Pixar jealous . . . with a $50k budget.

"We met online but haven't met in-person yet. Is there a future for our relationship?"

Five Predictions:

  1. Islands Exhibits will be abundant!
  2. Custom Hybrid Inlines will be the topic of the inline world.
  3. Rentals are not going anywhere. They are still growing at a double-digit pace and a viable option for many clients at fall shows.
  4. Cost-effective Hybrid Inlines have become the replacement for the traditional upscale pop-up and other historic 10 x 10 options. With Sacagawea and SEGUE Sunrise starting in the $4k price range, why would you ever want a pop-up? And this from a company that sells two pop-up lines.
  5. Alternative markets are on the rise. Retail, museum and semi-permanent displays are not only a great fit for what we all do, but they are a viable year-round market with fewer cycles. We may not get the quantity orders, but the prototypes and the custom orders have high margins. Also, what you learn in these markets is often very applicable to the trade show market. See Past Five Days for several recent examples.

How about you? What are the leading indicators in your market? Are there any specific trends you are seeing from your customer base? Please share with other distributors via the comments section.

This is the time of year when I believe we have the greatest opportunity to carve out new trends and develop new products together that will ultimately help our clients trade show and event marketing experience.

Have a great week ahead! I’ll be in Chicago for the Red Diamond Congress.

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

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