Trade Show TalesBlog

10 Things Classic Exhibits Probably Shouldn’t Tell You — #2

October 7th, 2009 Mel White COMMENTS

where-is-the-liver-locatedFor the next two weeks, we’ll share 10 Things We Probably Shouldn’t — one each day. Actually one, plus another one.  Enjoy!

#2. When you call and ask us a question . . . and then there’s a pause, it’s probably because we’re checking Exhibit Design Search for the answer. We love chatting with you (we really do!), but about half the questions you ask us are available in Exhibit Design Search online.

Plus 1. Combined, Reid Sherwood and Kevin Carty have one good liver. See them destroy what’s left next week at the 15th Annual Randy Smith Memorial Golf Classic, October 12, 2009 at Berkeley Hills in Duluth, GA.

Scroll down to see entry #1.

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10 Things Classic Exhibits Probably Shouldn’t Tell You — #1

October 6th, 2009 Mel White COMMENTS

snuggieFor the next two weeks, we’ll share 10 Things We Probably Shouldn’t — one each day. Actually one, plus another one.  Enjoy!

#1. When your shipping carrier arrives at noon, but your order isn’t scheduled to ship until 4 pm and won’t be ready until then, we always tell the driver it’s your fault. Sorry, but it usually is.

Plus 1. During slow production months (November and May in particular), Classic Manufacturing transforms into  a “Snuggie” factory. What can we say . . . cash flow baby!

p.s. Now available in many fashionable patterns such as Leopard and Zebra!

See the Snuggie video parody (some offensive language).

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Words of Wisdom from My Grandmother

October 6th, 2009 Mel White COMMENTS
Words of Wisdom from My Grandmother

Words of Wisdom from My Grandmother

When I was eight years old, I sent a very belated thank you to my grandmother for a birthday gift. A few days later, she called. I apologized for taking so long to send the letter, but my grandmother, in typical grandmother fashion, said, “What’s important is that you took the time to think of me.” Now, if you knew my grandmother, you’d know that this lovely Hallmark moment was 80% sincere and 20% guilt. But that’s OK. Her comment has guided me ever since in my relationships with family, friends, and business associates. 

We’re No Different

We’re no different than my grandmother. We want our friends, family, and acquaintances to think of us. We want them to ask about our lives, to send congratulations, and to remember important dates like our birthday and anniversary. No one is perfect, and no one expects you to be, but they do expect you to make a sincere effort.

In business, “Taking the Time” is a mindset. We all know it’s easier and less expensive to keep an existing customer than to acquire a new one. That fact has been drilled into our brain repeatedly. Yet, we devote most of our energy to chasing new customers or simply reacting to existing ones. What we rarely do is contact our existing customers. Put yourself in your customer’s shoes. When was the last time you called a customer for advice about a product or service? How often do you send out surveys asking for feedback? Do you ever phone a customer just to ask how they are doing without launching into a sales pitch?

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Word on the Street — September 25th thru October 2nd

October 2nd, 2009 Mel White COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Content is KING!

This week I was on the road visiting with several new Classic Exhibits and ClassicMODUL customers as well as with some existing customers and friends.

The standout day was easily Wednesday. That was the day I attended an Open House hosted by a Classic Distributor for their existing customers and potential clients.

I have attended quite a few Open Houses over the past 15 years, many hosted or organized by folks who are reading this blog. Honestly, there were a few where I left thinking, “That was so close, but it was missing something, and I can’t seem to put my finger on it.”

The missing ingredient — Content! And not just any content, but really meaty, relevant content.

Marcom and Marketing Managers, like all of us, are very busy. So, if you ask them to participate in a half-day Open House, you better deliver!

Well, the Wednesday Open House not only delivered, but it exceeded everyone’s expectations. It was easily the  best Open House I have ever attended . . . second only to the same event the same distributor held last year.

After seeing it twice, the format seems so simple to me now:

  1. Briefly tell your crowd who you are and what you can do for them (or already do for them)
  2. Invite guest speakers who are topical and relevant regardless of the industry. Great content is great content whether you are selling software, recruiting executives, or marketing frozen vegetables. This event had two great speakers:  Guy Kawasaki and Megan Casey.
  3. Follow up! Ask the attendees what resonated and what did not. And don’t waste time doing so. I received a thank you email and brief survey within 48 hours of the event.

As you can tell, the event had quite an impact on me. Some of the information seemed so simple, yet I realized that neither myself, nor many others I know in business, take the time to plan our events before we open our doors to our customers. I know that will change for me after this past Wednesday’s event.

Lastly, I would really encourage you to do some research on Guy Kawasaki and his 10,20,30 Rule. It offers a set  of guidelines for anyone who does a lot of PowerPoint presentations.

And for those of you that are unfamiliar with Megan Casey, she is the Editor-in-Chief of Squidoo, a very popular online publishing platform and community.

Have a safe and restful weekend.

Be Well!

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

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When 50% “Show” and 50% “Trade” is 100% “In Doubt”

September 29th, 2009 Mel White 1 COMMENT
trade-show_portland

The Future of Trade Shows

After ten plus years in the exhibit industry, I tend to make assumptions about trade shows. To me, they are convention halls, pipe and drape, carpeting, hanging banners, and trade show displays. They are drayage, union labor, and confusing electrical forms. You expect the typical exhibit hall to be 50 percent “show” and 50 percent “trade” once the doors open.  

Admittedly, my perception is a bit skewed. I work for a portable, modular, and custom-hybrid exhibit manufacturer, and tend to see every show as a healthy dose of our designs with a smattering of custom exhibits and a sprinkling of banner stands. Those are trade shows, all set within a large exposition hall. That said . . .  I’m not naïve. I know a typical arts and crafts fair, Chamber of Commerce show, or local health fair doesn’t have all the pomp and circumstance of a traditional trade show. However, even those shows have professional table top displays, pop ups, and banner stands. I have always believed (and preached) that if you want your show to be successful, you should follow the advice of industry experts.

No Carpeting, No Pipe and Drape, No Drayage

Two weeks ago, I discovered otherwise. I learned, through personal experience, that you can hold a successful show without carpeting, without hanging banners, and largely without professional displays. People will come if the event speaks to their hobby or their lifestyle. And, in many situations, a more casual approach may give the event more credibility – especially in the beginning.

vegfes1About three months ago, I volunteered to assist with a local vegan/vegetarian festival, called the Portland VegFest 2009. This isn’t a new event. In fact, this year marks the 5th year, but this was the first year the VegFest was to be held in the Oregon Convention Center. The previous events were held in a local high school cafeteria. As the newbie on the planning committee, I quickly learned that the committee was well-organized, professional, and knowledgeable, but that the event had little money for the normal bells and whistles of a trade show. There would be no carpeting or hanging banners. Signage would be minimal, and even the printing of the black and white program was held to 1500 copies.

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