Trade Show TalesBlog

Five Months into a Great Year: Word on the Street — May 31st thru June 3rd

June 5th, 2011 Mel White COMMENTS
Five Months into a Great Year!

Word on the Street by Kevin Carty

Five Months into a Great Year!

So how have the first  months been for you and your company?

At the Classic Exhibits family of companies, I am delighted to report that 2011 has been different . . . and good . . . and surprising. And not just in terms of sales, but also in terms of product development and overall economic recovery.

In Q1, we posted our second largest quarter in the company’s history. A BIG thanks to our dedicated distributors for your sales efforts. You made it possible.

We had several real standout projects in the first five months that deserve a mention.

  • Comcast/Xfinity demonstrated our ability to design, build, and install a large retail interior project. For photos and a project history, see last week’s WOTS blog.
  • Boston Scientific was a great example of showing an old dog new tricks. 🙂 You would have been amazed to see the final project. We took an Intro Fabric Panel System and dressed it up with accessories normally seen on Visionary Designs Hybrid Systems.
  • Display Supply and Lighting’s EXHIBITOR 2011 exhibit. It’s probably my favorite display of the year to be honest. It really highlighted the use of TSP Profiles from ClassicMODUL, SEG fabric from Optima Graphics, and custom programmed LED lighting from Display Supply and Lighting. Take a look at the video we posted on our website. It is worth seeing (even if you’ve seen it before).
The Easy Button

Staple's Easy Button

And many, many more. In addition to the customized kits, there was a steady stream of standard and non-standard hybrids, an intriguing mix of modified counters and workstations, and then a rather bizarre mix of Aero Overhead and Freestanding projects. And, Aero Table Tops came back with a vengeance (you gotta love those high tech and medical companies).

I would be remiss if I did not acknowledge the amazing growth of Eco-systems Sustainable as well. Kudos to their whole team of course, but I would especially like to acknowledge the great design and marketing  by Michael McCord and Eric Albery. They really have helped to set Eco-systems apart from any of their competitors. Take a look at just one terrific example:  a very custom 10 x 10 for Google.

Exhibits Northwest Portland and Seattle have both seen a tremendous growth in 2011 as well. They started strong with CES in January by working with local companies and Classic distributors on new builds and rentals. But even beyond January, they have embraced new channels within their existing markets. The Comcast order by Tyler Poage and the Malarky order by Laura Magdalen are great examples.

Last but not least, ClassicMODUL. They started the year with the addition of a new Southeast Extrusion Depot (in Birmingham, AL).  Tom Jones, our CM guru, has really pushed hard to increase business in the retail and architectural markets. Not that ClassicMODUL is new to those markets by any means, but corporately we have been pushing to increase aluminum extrusion volume outside trade shows in 2011. Well done Tom!

As we head into June and July, traditionally slower sales months, all of the Classic companies plan to focus on the development of new products, services, and market opportunities. Often, it is the “unique” opportunities you bring us that guide us to develop those new products, service, and markets. So please don’t hesitate to bring new or unique ideas our way.

Thanks again for your support. On behalf of the entire Classic team, I hope you have a safe, enjoyable, and rewarding summer.

Be well!

–Kevin Carty

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

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The Professor of Social Media for Trade Shows and Events

June 1st, 2011 Mel White 2 COMMENTS

Meet the Professor

Do you know just enough about Social Media to sound knowledgeable, but not knowledgeable enough to be a wiz bang expert? I’ve discovered that it’s very easy to get started, but getting to the next level can be more challenging unless you have a mentor. I do. His name is Tim Patterson at Interpretive Exhibits. Tim manages and contributes to the, www.tradeshowguy.com blog which tends to focus on social media issues, tips, tricks, and trends for the event and trade show industry.

For example, here are some recent postings on Trade Show Guy (Where Social Media and Event Marketing Collide):

That’s just going back three months (March 2011)! As a fellow blogger, I am consistently impressed by the depth, the variety, and the sheer volume of information about social media and trade show marketing.

In addition to his posts, Tim offers several eBooks, including Social Media Marketing Bundle and 101 Rules of Trade Show Marketing, and a library of podcasts with trade show, event, and technology experts.

Need a Speaker or Trainer for Social Media Marketing for Tradeshows, Events or Conferences?

Tim Patterson, Social Media 102

Tim Patterson

Tim is available. He just recently spoke at the Event Marketing Summit in Chicago and was a featured speaker at the Exhibit Designers and Producers Association (EDPA) in December. In Tim’s own words,

“I truly enjoy getting up in front of your group to talk, teach and discuss a lot of things related to tradeshow marketing: social media, staff training, event marketing, booth design, and other elements of tradeshow marketing. I’m available as a speaker in a breakout session at a conference, or as a panelist, or as a seminar leader/speaker/trainer for private engagements.”

If you are interested in stepping up your game in social media or trade show marketing, I encourage you to visit www.tradeshowguy.com and signup for Tim’s newsletter and/or be a fellow Tweeter.

At the very least, put his website in your Favorites and visit it at least a once a week. Tim’s an information machine . . . miss a week and you miss a lot.

–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.

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Comcast Retail Interior Project: Word on the Street — May 23rd thru May 27th

May 29th, 2011 Mel White COMMENTS
It's Comcastic!

Word on the Street by Kevin Carty

It’s Comcastic!

If you glanced at Past 5 Days on the Classic site recently, you noticed some pretty cool pictures of an interior project we completed this spring for Comcast Xfinity.

P5D (5/26/11)
P5D (5/27/11)

Tyler Poage from Exhibits Northwest brought the project to us last summer. The scope was to create a new flagship store in Portland showcasing Comcast’s Xfinity services in a series of vignettes. In addition, the design included workspaces for employees where they could work with customers to setup new service, make changes to existing service, or even assist them with billing issues.

Classic and Exhibits Northwest were not the only folks working on the project. We designed and built the vignettes and the workstations while a local architectural firm and general contractor worked on the building space.

At the start and throughout the project, Exhibits Northwest employed Michael Silva from MSILVA Design to design the retail interior. We’ve worked with Michael before, and he never disappoints. He had a pretty clear set of client goals, one of which was to use similar materials from Comcast’s corporate headquarters.

Classic was brought in to build it as modular sections. It proved to be challenging, but not insurmountable as you can see from the pictures of the final product. The basic goals were to create vignettes that allowed ease of access for wiring and potential redesign of walls in the future.

Vignette Wall

Vignette Walls

The main structural walls were ClassicMODUL aluminum extrusion, using the same Q 914 you’ve seen in Classic island and inline hybrid kits for years. These allowed for a wall structure where we could clad each vignette in laminated Sintra panels to individualize each setting. The aluminum profiles also provided a strong enough internal structure to hang multiple monitors, cabinets, ceilings, etc., while leaving enough space internally for wiring. In addition, using ClassicMODUL permitted us to minimize the ceiling drops. The entire double-sided wall structure consists of only two drops.

Each vignette is unique. They included a kitchen, bus stop, dorm room, and home theater. You can really see where the subcontractors, the contractor, Exhibits NW and the client worked together to create attractive and realistic spaces. These settings demonstrated how Xfinity products are used for PCs or Macs, iPhones or iPads, or various sizes of LCD’s or plasma televisions.

One great design element of the main wall structure was its ability to be scaled down for smaller retail locations. The setting shows off all the vignettes available, but for smaller retail locations, Comcast could choose to build a smaller wall that shows just four vignettes.

Workstations

The workstations are a more familiar, or at least more typical of trade show design. The difference was that these needed to be constructed for employees who would be working with customers seven days a week. These were permanent builds. They had to withstand daily use and continue to look new for years.

The bases are a great example. The base cabinets are one of my favorite elements of the project. They are some of the nicest pieces I have seen come out of our shop. Nothing like the makeshift furniture found at the mass market office product store.

Home Theater Vignette

Installation

This was tricky and a learning process for us. I have to tip my hat to the general contractor. They came with a detail task list and followed it. Did it change a lot . . . yes! 🙂 . But they kept track of every change and held to the dates as best as they could.

The retail installation world is something that Classic Exhibits and ClassicMODUL have been involved in before but usually as a part or a component, not necessarily as the whole project. This was an interesting view into what contractors and architects deal with every day. We gained tremendous insight on how to manage future projects, including some that we are currently working on.

I hope you enjoy the pictures of the project and let me know what you think. I look forward to sharing photos of other interior/retail projects we are currently working on.

Have a great Memorial Day Weekend. Please take time to honor our veterans for the freedom they provide us all.

Be well!

–Kevin Carty

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

*********************************

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.

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Classic’s Green Initiatives: Word on the Street — May 16th thru May 20th

May 21st, 2011 Mel White COMMENTS

Word on the Street by Kevin Carty

Classic’s Green Initiatives (What You Should Know)

So, you may be saying, “Well it’s about time!” But not so fast.

Over the past three to four years, we have witnessed a lot of companies  jump, or should I say “belly-flop,” into the Green/Sustainable movement. In doing so, many have looked foolish by attempting to make “Green” a marketing ploy rather than a responsible business plan. I’m sure you’ve seen many of the claims. My favorite was the exhibit manufacturer that claimed their lunchroom was a green initiative since many employees ate there rather than drive to a fast food joint.

As a result, we have opted not to market a green plan that is not real. Instead, we have taken real steps to become a more responsible business when it comes to recycling and being a steward of the environment.

Granted, we’ve had help. As many of you know, we acquired ownership in Eco-systems Sustainable Exhibits last June. But even before that, we had a very close partnership with Eco-systems where we provided manufacturing expertise to Eco-systems, and they, in turn, guided us toward more sustainable manufacturing processes.

Again, this has been a learning process for Classic Exhibits — one we are still learning almost daily. We still have a long way to go, but our Production and Administrative employees are clearly passionate about it. Make no mistake, we will continue to become more and more environmentally conscious. But understand one thing. It’s unlikely we’ll refer to Classic as a “Green Company” anytime soon. Because we are not. For exhibit solutions that are 100% “Eco-friendly,” we encourage you to turn to Eco-systems Sustainable Exhibits, the industry leader in sustainable displays.

Here are a few of the Green/Sustainable changes in our manufacturing process over the past few years.

recycle, reuse, reduce

Recycle, Reuse, Reduce

1. Eco-fi Fabric

Classic uses Eco-fi fabrics, which are made from recycled soda bottles, for many of our fabric needs. Whether it’s on Quadro Pop-ups, Intro Folding Fabric Systems, Euro LT Modular panels (backsides), or the wood crates that we line with fabric and completely jig for your displays.

2. Glues

Classic primarily uses 3M’s Fastbond 3000, a water-based adhesive. It’s a replacement for many of the standard glues of the past which were not only unsafe for the environment, but also did not work as well.

3. Metal Recycling

You can’t be the leader in hybrid exhibit manufacturing and MODUL aluminum extrusions without metal drops. Nearly every order creates drops whether it’s Aero Overhead Hanging Signs, Visionary Designs Hybrids, Sacagawea, or specialty work on our CNC mill. We work with a local company called Metro Metals. They pick up our drops for recycling and pay us for the metal.

4. Aluminum Extrusions

We are very fortunate to work with a local aluminum extruder that believes in using as much regrind aluminum as possible in their billets. So much so, that they are the only extruder we know that certifies the recycled content of their billets with a 27 percent post consumer minimum! Combine that with the fact that they recycle their own drops off the extrusion press (post industrial) and you get a level of recycled content that often exceeds 70 percent.

5. Sheet Goods

Like others in our business, we use a lot of sheet goods:  Sintra, Lexan, Styrene, Coroplast, Black Foam, Acrylic, Laminate, and certainly Wood.

On the plastics, we developed a program with a local company, Denton Plastics, where they pickup our drops and recycle it into reusable pellets. With a simple series of labeled drop bins, our shop staff has someplace other than the trash to throw even the smallest pieces of laminate and acrylic scraps. Which leads me to the next item . . . .

6. Regrind Cases and Black Foam

All of Classic’s roto-molded cases  are made from 100% regrind plastic. The beauty is that the plastic pellets used to make our regrind cases are supplied by Denton Plastics, the same company that recycles all of our sheet good drops (except the wood of course). So, the drops we produce are actually in some cases recycled into pellets that are then used by our local roto-molder to make our cases. Pretty cool and a fast reclamation of goods.

In addition, the die-cut foam packaging you’ve come to expect and love from Classic is made from recycled content. The next time you receive a Sacagawea or a Perfect 10 and open a roto-molded case (regrind plastic), unpack the MODUL aluminum (recycled content), and admire the packaging (recycled foam), you’re witnessing our commitment to finding green solutions.

7. Wood

Classic has many local options for recycling our wood drops as well. All of which, like the plastics, get ground down and then sold for re-use in either recycled sheet goods or other recycled wood products.

8. Cardboard and Paper

Recycling cardboard and paper has always been easy. We’ve been recycling all our paper products for years.

So rather than send out press releases about how we encourage carpooling, or how our systems are reconfigurable, or how we offer a substantial rental program, all of which make us green somehow, we’ll continue to take it one positive step at a time and learn from our suppliers, our employees, and from our partner Eco-systems Sustainable Exhibits.

Be well.

–Kevin Carty

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

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Why I Attend Trade Shows — Love on Aisle #600

May 21st, 2011 Mel White 8 COMMENTS
Love on Aisle #600 -- Trade Shows and Events

Love on Aisle #600 -- Trade Shows and Events

Shame. Shame, Shame. Get your mind out of the gutter. This is neither a steamy romance nor an even steamier fantasy. This is about the love of trade shows and why you, me, or anyone else attends them.

Over the years, I’ve read more articles than I’d care to admit about why trade shows are important, why exhibit marketing is effective, and why we MUST attend them. They make sense, in the same way that taking vitamins makes sense. On some level you know it can’t hurt and it’s good for you, even if you can’t always measure the results. I could give you the typical sales and marketing reasons to attend, but I won’t. Instead, I’ll share nine reasons why I attend trade shows. It may not be as informative, but it will be a lot more interesting.

Reason #1: I have to. I work for a trade show exhibit designer and manufacturer. Even worse, I co-manage the business so I can’t even pretend to hate trade shows, even if I did. Which I don’t. (Just in case my boss reads this, let me repeat, “I enjoy attending trade shows!”)

Reason #2: I get to see family, friends, and acquaintances. That’s a big deal to me. Until about two years ago, my brother lived in Las Vegas. Attending a trade show in Vegas was an excuse to see my brother. When TS2 was in Philadelphia, I had dinner with my old college roommate. Mostly, I get to see colleagues and industry suppliers whom I’ve known for years. Since I don’t travel quite as much as I used to, the shows are an excuse to chat about business and politics, to have a drink or two, and to gossip, learn, and enjoy.

Red vs. Blue

Reason #3: Competitors. They are there, just like you, with the latest and greatest. Even if you don’t get to see all the whiz-bang cool stuff, you get a sense of what direction they are headed. Are they moving upstream? Downstream? Are they investing in R&D? Who’s hanging out in their booth this year? Who’s not? I never understand why companies forbid their employees from chatting with competitors. Obviously, you have to be smart about what you do or do not share, but from my experience, most competitors are friendly, and the stories, observations, and lies you share are at worse harmless and at best enlightening. And to those not so friendly competitors . . . your paranoia will shorten your life by about 10 years.

Reason #4: I love walking the show floor because there are so many folks with encyclopedic knowledge about an industry. I attended my first trade show in 1994, about a month after starting as the marketing director for an exhibit manufacturer. The owner, a man who knew everyone at the show, introduced me to what seemed like hundreds of people. As we walked the show, he shared his knowledge about the industry, the history of the various companies, and the benefits and features of the products. What I learned by walking the show, both on my own and with him, compressed my learning curve by a good year. I could have never gotten the same information without attending the show.

Reason #5: Ink pens. My wife is a writer. She loves pens, all kinds of pens, but mostly fat pens. I score major points whenever I bring home 3-4 cheap trade show pens, especially if they have some kind of gimmick (and are fat).

Reason #6: Trade shows are an amazing buffet of new ideas. How can you not be impressed by the collective creativity? Whether it’s EuroShop in Germany or the local Business-to-Business show by the Chamber, I always discover new products, services, presentations, trinkets, and people. Even if I’m not looking for something specific, I usually find something worth pursuing after the show that will benefit our business or our customers. Would a virtual trade show offer the same experience? Perhaps, but I doubt it.

Reason #7: Customers. Trade shows are a lot like annual employee performance reviews. There should be no surprises, unless they’re positive. If you dread attending your annual industry trade show because of customer complaints, then your company is in serious trouble. I attend for just the opposite reason. Like Reason #2, I really enjoy meeting customers, talking about their businesses, learning about the challenges in their markets, and hearing about their lives. I know it’s a cliché, but shaking someone’s hand and looking them in the eye changes everything. Sure there may be a negative here and there, but it’s mostly all positive. Over the years, I can only count a few times, working with various companies, that I haven’t left a show feeling upbeat.

What? No Sewing Kit!

Reason #8: Hotel/Motel Toiletries. Actually, I don’t really care about the shampoo or the conditioner, but I hoard the little soaps. I am cheap, but that’s not the reason. I can’t stand the liquid soap at the gym where I am a member, and over the years I’ve probably left over a 100 bars of soap at the gym because I’m absent-minded. The mini-motel soaps are perfect. I don’t care if I leave them, and I don’t care about the brand.

Reason #9: Potential Customers. Next to chatting with existing customers, potential customers are my favorite reason to participate in trade shows. You get to see your company and your booth through their eyes. Is your product and service relevant to them? What interests them? What have they seen at the show that appeals to them? What does the future hold for them? For you? Far too many exhibitors are simply carnival barkers with more teeth and less visible tattoos. They want to close the sale, not create a relationship. That’s unfortunate because no one wants to be assaulted at a show. “Listen and Learn” is my mantra at every show.

Reason #10: For purely selfish reasons, I need a #10 to complete the list. Please take a moment and share your reason for attending/participating in trade shows. Why do you love to stroll down Aisle #600?

— Mel White

Additional Blog Entries:
10 Quick Tips for Any Trade Show Novice
Trade Shows as First Dates

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