Trade Show TalesBlog

The Dirtiest Word in the RFP Process: Word on the Street — April 30th thru May 4th

May 6th, 2012 Mel White 6 COMMENTS

Word on the Street by Kevin Carty

Earmuffs Kids . . .

“BUDGET!” There I said it! The dirty word that none of us like to discuss when starting a new design. But it doesn’t have to be that way.

Let me be so cavalier as to suggest that we rip the band-aid off when we first start the design process. Don’t get me wrong. Make sure you introduce yourself and show the client around your place or let them give you a tour of theirs . . . whichever applies. But then cut to the chase.

Now I know what you’re saying, “But Kevin, you don’t live in our world. You are not the one in front of the end-users everyday. You are not the one who always gets the 1/2 honest answer or the unrealistic requests.” I agree. I am not. But I am on many of the initial calls as your manufacturer representative for the project. So I get it! Especially the frustration of the answer to the dreaded question that goes something like this, “Well, we are not really sure. We know we want an open, airy, and fresh look that can house all our product presentations, four staff members, and space for a live presenter. Most importantly, we want to not look like anyone else and to really standout.”

Ouch! Ahhhh!

This is usually when I make a comment that makes the room go silent. Something like, “Well, we can make exactly what you want between $50k-$125k. It just depends on how much you want to standout and exactly how ‘fresh’ of a look you are looking for.” This usually gets a response of . . . “Oh, that seems like a big spread in dollars for the same footprint.”

Point being, you can go out and buy a 4-door sedan tomorrow and do the same thing. You can spend $19,999 or you can spend $59,999 for what appears on the outside to be a car that is the exact same dimension. But once you lift the hood and/or open the doors, you will see the differences. Both cars may suit your base purposes just fine, but one certainly comes with more options and accessories. And one will make your more noticeable.

In these situations, what our PM’s, designers, or anyone else at Classic working with the client does is take you and your client to Exhibit Design Search — preferably yours if you have a branded version or ours if you do not. Then we ask the client to “drive the models,” and check the boxes that fit them — size of exhibit, type of exhibit, and price range. In doing so, you are essentially getting the client to self select and reveal their budget range.

Now to be fair, you are often working with clients who are new to trade shows displays. They don’t have a point of reference. To them, they see a pop up display and assume it costs $199 with graphics. The sticker shock can be jarring, and they may not see the distinction between two banner stands and a portable counter and a custom hybrid. Why does one cost $10,000 more than another?

Now, I don’t pretend to think this always works or that it fits all scenarios, but at the end of the day, it gives us the best chance at being successful. We have to know their realistic budget — are they a Kia or a Mercedes customer. Is the car a means of transportation or is it a refection of their personality? Do they want it to last two years or ten years? Does it make more sense to lease or rent?

Design and detailing can solve a lot of the other issues once we know that.

Be well!

–Kevin Carty

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

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In the “Old Days” . . . .

May 3rd, 2012 Mel White 4 COMMENTS
Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

It was Better Back When (Except When It Wasn’t)

The trade show market seems to be back, maybe not with a vengeance, but certainly with a nice steady fire. (Yes I know all the fire comments are coming — but hey, I asked for it.) Classic Distributors haven’t complained recently about business, but they have all said, “It’s good, but still not like the old days.”

The “Old Days” are a little of what I would like to talk about here. Please feel free to add to my jaded perception.

In the “Old Days” . . . We had the Luxury of TIME

When I took my first order ever in this industry (circa 1987) from Mary Ann Kenkle at what was then Omni-Craft in South Bend Indiana, she ordered a very simple 6 ft. tabletop with a backlit, silk-screened header. We required six weeks production and needed to have a hard PMT of their artwork. PMT is photomechanical transfer. It typically came in the mail. Today, we have exhibits that look custom, are often available in “8 Days or Less,” and expect that Optima will ship us the fabric graphic in 48 hours.

In the “Old Days” . . . We had CUSTOMER LOYALTY

RFP’s were sent to three companies, and the incumbent was truly a partner. I had a conversation with a good friend and distributor a few weeks back about the fact that there are lots of opportunities out there, but not all are worth chasing. As we continued the conversation, he told me about a RFP that he received that included his company and 13 others. If they are looking at 14 companies, then the buyer really has no idea what the final goal is. Customer LOYALTY is a partnership.

Good Times?

In the “Old Days” . . . We had EXHIBIT DESIGNERS and GRAPHIC DESIGNERS

If you have a computer with Microsoft Paint, then you are a graphic designer, or if you have Google SketchUp, then you are an exhibit designer. I have often heard Mike Swartout, the Design Director at Classic Exhibits, say, “Ya know, that really isn’t a bad design, but they forgot to allow for one critical element…..GRAVITY.”

Sometimes the design can be so complex with curves, layers, great backlit images, and with every bell and whistle that you would find on a Rolls Royce. Other times, a simple Sacagawea 10 ft. exhibit with a nicely done fabric graphic and easy assembly is just the ticket. The difference is in the thought that went into creating the solution. Not how many buttons can you click on your computer and make a pretty picture.

I am sure there are many more, but these are the things that I hear about most often. Please feel free to add on whether they are sarcastic or serious. We welcome all comments (as long as they are safe for grandma’s ears).

Till the next time,

Reid Sherwood
reid@classicmodul.com

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SKU…What a Pisser: Word on the Street — April 23rd thru April 27th

April 29th, 2012 Mel White COMMENTS
Classic Exhibits SKU--Shared Knowledge University

Word on the Street by Kevin Carty

What a Pisser

If you attended Shared Knowledge University, you know what I am talking about. 🙂

This past week, we held Shared Knowledge University (SKU) training at Classic Exhibits. Based on the early feedback, I think it was a successful event. We had 24 enthusiastic distributors from as far east as Albany, New York, as far south as New Orleans, and as close as Las Vegas and Orange County.

The two day training was conducted at the Classic Exhibits facility and a nearby Courtyard by Marriott. We started each morning with the classroom portion at the Marriott. Then after lunch, we headed over to Classic for hands-on product training where the attendees toured the shop, learned about the rental program, and then spent about three hours each day disassembling products as well as learning about how, why, and when each product was brought to market.

Don't Ask!

Don't Ask!

For a training session to be successful, everything has to come together just right. Here are two elements from SKU that seemed to shine.

Engaged Attendees. Our compliments to the attendees. All 24 came ready to learn. As the trainers, we can’t express how much we appreciate that. Thanks for asking good questions, participating in every session, and for giving us your full attention for two days — even after a late night in the Boiler Room on Monday. You made it easy. Mostly, we appreciate how you embraced the “shared knowledge” theme by sharing your experiences during the sessions and the social events. Your coaching added so much, particularly for the those distributors new to Classic and/or the industry. Thank you!

Content is KING. Whether it is a Distributor Open House or a manufacturer’s training program, content is the glue. For that content, we have many to thank. Mel, first and foremost, pulled together the Master Plan and served as the Master of Ceremonies in the classroom. I know I speak for Mel when I say how proud we are of our staff and their participation in the training. In particular, Mike Swartout (Design Director), Wade West (PM), Charlie Shivel (PM) and Jeff Garrett (Setup PM). We were impressed by their sessions, the content they shared, and their presentations. Last, but certainly not least, our thanks to Dave Brown from Optima Graphics and Eric Albery from Eco-Systems Sustainable Exhibits. They not only agreed to fly to Portland for the training, but also conducted engaging and educational sessions as well.

I thought I’d share a few post-SKU comments from the attendees:

“The flow of the training was just-right, with a sensible progression from overview, to key people, processes, and products. And as much as I thought I had figured-out EDS from my own exploration, the EDS training took me that last bit of the way to understanding its great value as a sales tool.”

“The visit to Classic Exhibits proved very informative and I thought being able to see how your facility operates as well as being able to see the actual properties in person helped us get a better understanding of how the process works. Another added bonus was being able to have some hands on experience with tearing down some of the pop ups so we could have a better understanding when those questions come in from our clients we will be able to answer to them.”

“I talked to many of the attendees towards the end of Day 2 and all of them had great things to say about the presentations, the products, the knowledge, and the organized agenda. You guys did an amazing job putting this together!”

We will be holding another SKU event in mid-September. If you are interested in attending the next SKU training, please let Reid Sherwood or me know. Attendance will be limited to 25.

Two last things for the attendees: DO NOT FORGET THE OREGON PLEDGE! And . . . if the most memorable part of your time in Portland was the porcelain art at Bridgeport, then we succeeded as hosts.

Be well and have a great weekend.

–Kevin Carty

p.s. As a reminder, through May 31 your customer will receive a free copy of the book Build a Better Trade Show Image by Marlys Arnold on any hybrid display purchase. For a sneak peek, here’s a 45 page sample of the ebook. Also, take a minute to checkout the current specials in Exhibit Design Search in the Exhibit Specials gallery — 10 ft., 20 ft., and island designs.

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

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From “8 Core Beliefs of Extraordinary Bosses”

April 27th, 2012 Mel White 1 COMMENT

Extraordinary or Just Extra Ordinary?

I thought I’d share a great article in www.inc.com in case you didn’t see it. Be sure to read the comments for differing opinions. Steve Jobs from Apple — an extraordinary boss or just “a bully with a vision”?

According to Geoffrey James in Inc.com, “The best managers have a fundamentally different understanding of workplace, company, and team dynamics.” Mr. James writes, “A few years back, I interviewed some of the most successful CEOs in the world in order to discover their management secrets. I learned that the “best of the best” tend to share the following eight core beliefs.”

1. Business is an ecosystem, not a battlefield.

Average bosses see business as a conflict between companies, departments and groups. They build huge armies of “troops” to order about, demonize competitors as “enemies,” and treat customers as “territory” to be conquered.

Extraordinary bosses see business as a symbiosis where the most diverse firm is most likely to survive and thrive. They naturally create teams that adapt easily to new markets and can quickly form partnerships with other companies, customers … and even competitors.

2. A company is a community, not a machine.

Average bosses consider their company to be a machine with employees as cogs. They create rigid structures with rigid rules and then try to maintain control by “pulling levers” and “steering the ship.”

Extraordinary bosses see their company as a collection of individual hopes and dreams, all connected to a higher purpose. They inspire employees to dedicate themselves to the success of their peers and therefore to the community–and company–at large.

3. Management is service, not control.

Average bosses want employees to do exactly what they’re told. They’re hyper-aware of anything that smacks of insubordination and create environments where individual initiative is squelched by the “wait and see what the boss says” mentality.

Extraordinary bosses set a general direction and then commit themselves to obtaining the resources that their employees need to get the job done. They push decision making downward, allowing teams form their own rules and intervening only in emergencies.

4. My employees are my peers, not my children.

Average bosses see employees as inferior, immature beings who simply can’t be trusted if not overseen by a patriarchal management. Employees take their cues from this attitude, expend energy on looking busy and covering their behinds.

Extraordinary bosses treat every employee as if he or she were the most important person in the firm. Excellence is expected everywhere, from the loading dock to the boardroom. As a result, employees at all levels take charge of their own destinies.

[continue for the final “4 Core Beliefs of Extraordinary Bosses”]

–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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Shared Knowledge University (SKU): Word on the Street — April 16th thru April 20th

April 22nd, 2012 Mel White COMMENTS
Classic Exhibits SKU--Shared Knowledge University

Word on the Street by Kevin Carty

Class is in Session

For seven years, we have been committed to “Shared Success.” The concept is simple: What can we do to make our distributors better and to help them be more successful. Their success, in turn, makes us more successful. It requires listening, sharing, and implementing ideas to serve them and their customers.

For the past four years, we’ve talked about “Shared Knowledge.” Shared Knowledge is our commitment to make as much information as possible available to our distributors via our website, our design database, and our past order database. This IP has proven to be invaluable to selling Classic exhibits to your clients. For example, many of the kits on Exhibit Design Search include links to the set-up instructions, graphic dim sheets, and photos of those kits (and variations of those kits).

Shared Knowledge University (SKU)

Now we are embarking on the next phase of this program: SKU — Shared Knowledge University. SKU is a comprehensive group training program at the Classic Exhibits facility in Portland Oregon, the first one will be held Monday and Tuesday, April 23rd and 24th.

Product training is not new to us. We average about one training session every three weeks, but those trainings have been small one-on-one sessions with a distributor and/or their sales team.

Shared Knowledge UniversitySKU is much the same, but also different. There will be 24 people from 10 companies for a group training schedule. The training promises to be comprehensive and intensive over two full days. It will include all the Classic Exhibits lines, as well as ClassicMODUL Aluminum Extrusion, Classic Rentals, Eco-Systems Sustainable Exhibits (by Eric Albery) and Optima Graphics (by David Brown).

The Eco-systems and Optima sessions will focus on their products and services and highlight how their companies partner with Classic Exhibits.

To say we are “excited” for Monday and Tuesday is to minimize how we are approaching these two days. Mel and I see it as our next step in supporting Shared Success.

For those attending, we look forward to seeing you and to having some good “off hours” fun as well. We are excited to show you what Portland offers during our dinner excursions.

For the rest of you, I will report back on the training and hope you will partake in this new program. We plan to make SKU a regular event three times a year. We will announce the next session soon, most likely in September.

On another note.  Business continues to be positive. We thank you for your business and hope you are experiencing the same success.

Have a great weekend!

–Kevin Carty

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

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