Trade Show TalesBlog

Word on the Street — August 3rd thru August 7th

August 7th, 2009 Mel White COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

The Evolution of Design Search

Most of you have had some experience with Classic Exhibits’ Design Search. Design Search has proven to be one of the most powerful tools on the web to explore displays, exhibit photos, and trade show tips.

The idea, originally, was simple. Create a tool where a distributor or end user could search a database of exhibit designs by size, price, and keyword. But like all good ideas, it quickly morphed into much, much more.

We realized that this would be a valuable tool on the Classic site, but very quickly recognized that it could also be a valuable tool on any Distributor’s website. We could brand it so it matched their website graphics and retained their navigation — All for only $300!!

Over the past two and a half years, over 90 Distributors have added Design Search, automatically giving them access to 21 product galleries, a searchable database of both renderings and photos, rental options as well as distributor specific communication tools like Design Request, Send Me More Information, and the ability to email specific designs directly from Design Search to clients.

Again . . . all for $300!

Over the past few months, we have added new features that make Design Search even better!

Design Search Galleries

Design Search Galleries

We added Product Galleries for several Optima Graphics products and Eco-systems Sustainable Exhibits designs. These additions give Design Search even more product depth! We also added a Top 12 Slideshow button to the Home Page which shows the Top 12 most popular designs within Design Search.

Have a client with either a “Quick Ship” or “Tight Budget”? You can easily click to either Quick Ship displays or Quarterly Specials and find just what you need.

As you can probably tell, we are very proud of Design Search. If you do not have Design Search on your website, you may want to consider it. Once it’s in place, we handle all the maintenance by updating it with new designs, adding new features, and constantly tweaking the design details, graphic dims, and setup instructions. We do this all behind the scenes so you don’t have to.

Concerned with SEO and Web Optimization for your website? Design Search is highly optimized with the latest technology and focused on keywords to help your listing on Google. 

Check it out and let us know what you think. If you are interested in adding Design Search to you website, feel free to contact Mel White at mel@classicexhibits.com for more information.

Have a great 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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What You Should Know about Exhibit Budgeting

August 7th, 2009 Mel White COMMENTS
  • How to differentiate between normal marketing expenses and exhibit marketing expenses
  • The exhibit is the largest initial expense, but your ongoing exhibit marketing will easily surpass that initial cost 
  • Create a budget and maintain an accurate Return on Investment (ROI) on your exhibit marketing
  • Include the Exhibit Costs, Onsite Expenses, and Show Services when developing your budget

An Accurate Exhibit Budget

Companies should define a workable exhibit marketing budget, one that includes all related costs. However, the line between marketing expenses and exhibit marketing expenses can be somewhat fuzzy. You will want to create a well-defined budget that separates them.  

The exhibit is typically the largest initial expense. However, over time, the cost of using the exhibit will easily surpass the initial cost of the exhibit, often significantly. When constructing a budget, evaluate your ability to maintain the expense year after year. Weigh the repercussions of scaling back. In some industries, scaling back can be more damaging than never exhibiting in the first place.  

Creating an Exhibit Budget

Creating a budget allows you to figure an accurate ROI. You should account for pre- and post-show marketing, travel costs, lodging, and entertainment. You’ll need to factor in freight, drayage, show labor, carpeting, and electricity expenses. These can be significant expenses. Most I&D companies will estimate the labor time from a faxed set-up drawing. Most freight companies can estimate the shipping charges based on dimensions and weight provided by the exhibit seller. You should also factor in minor repairs due to freight damage or repeated set-up. Generally, common sense will determine if the exhibit packing is sufficiently for repetitive use, the vibration of the road, and the pounding of the forklift during freight handling.  

Don’t forget to factor in the usable life of your exhibit and assign a cost to each show. On average, an exhibit is effective for three years. Any longer and the exhibit may be dated or worn. Any earlier and the marketing value is not realized. Read the rest of this entry »

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Word on the Street — July 27th thru July 31st

July 31st, 2009 Mel White 1 COMMENT
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Relax! Is It Really Feasible These Days?

Sort of a weird topic, right?

If you are like me, you work long hours, travel more than you should, and constantly have work on your mind. All the while, trying to balance your home life and the current world we live in. It can be hard!

Coming off a week in Chicago at TS2, I was slammed the first three days catching up on calls, emails, and orders — as well as doing as much show follow-up as possible. What made it even more critical was that I was leaving Thursday morning for a short vacation so I had to get everything done by Wednesday afternoon . . . theoretically!

So with that behind me, now it ‘s time to relax right? Easier said than done. How does one go from 100 to 0?

For me, I try to maintain a similar routine by waking up a little earlier, having a cup of coffee, and checking the computer. But I steer clear of work stuff as much as possible. This morning I opened the laptop at 7:00 am. I had 47 emails, mostly work related. Immediately, I shut off my email, threw the headphones on, and opted to re-watch Stage 20 from the Tour De France, Mt. Ventoux. It proved to be both relaxing and inspiring. Despite the temptation to respond to every email, I have to remind myself that my Out-of-Office is on so anyone who really wants an answer knows to call Classic or ClassicMODUL.

Ask my wife what relaxes me and she would laugh and tell you that it took several years for her to figure that out. But put some good music in my ears and a concert playing , a cycling re-run, or sometimes just looking through photos and I am at peace.

What about you? How do you break the cycle of the day to day stresses we all deal with? Please share your comments

Have a great 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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Word on the Street — July 20th thru July 24th

July 24th, 2009 Mel White 1 COMMENT
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Follow-up from TS2 in Chicago

We are back from Chicago, and I am exhausted. But then again, spending an unplanned six hours waiting around at O’Hare will do that.

The six hours at O’Hare gave me the opportunity to check Twitter and LinkedIn for reactions to TS2, and to compare them to my own thoughts and reactions.

Let me preface this by saying that I have a fairly unique perspective when it comes to TS2 with over 10 years as an exhibitor and the past three years as a member of the TS2 Exhibitor Advisory Committee.

That being said, I will start off from the exhibitor perspective. I, like others, found the show traffic very slow. Having the front and center island in a show, like we did, usually is a huge advantage, but the flow of the traffic seemed to veer right and left as they entered, so our traffic on Day 1 was not the best. Day 2 was better than Day 1, which was not the same for others on the show floor.

Looking through the leads and speaking to other exhibitors nearby, it felt like the attendees were not your typical TS2 exhibitor attendees. Meaning, it felt like the majority of them were there looking for technology, promotional products, education, and other services. Not for exhibits.

From the Exhibitor Advisory Committee Member perspective, it was more positive. Still not great, but more positive. One of my duties was to tour several aisles, thank the exhibitors for attending, and to get feedback on the show. The Advisory Committee wanted their reactions and comments and felt they would be more open with a fellow exhibitor who has the ear of show management.

I have to say, the majority of the folks I spoke to were very happy with the show. The show was slow, but they expected that. And most spoke about the good quality of the leads they were generating. There were recommendations about how to make the show better for Boston, and there was a clear acknowledgement that the traditional “Exhibit House” presence was not there.

I have been asked multiple times in the past 48 hours, “Will TS2 survive?” My response is, I hope so. Although attendance numbers were only off about 15% over the Philly show in 2008, it’s the attendee profile of this year’s show that concerns me the most as a longtime exhibitor. I, for one, think that for TS2 to survive they need the participation and involvement of the Exhibit Houses, and they need to re-engage the Portable, Modular and Hybrid Manufacturers. The show needs to get back to being the “Tradeshow for Tradeshows”. . . along with welcoming technology and event companies. 

In the end, for those of you that I did see there, it was great to see you. The Block Party on Navy Pier was excellent! Very well thought out and executed. The Pub Crawl turned into an event of its own . . . I am pretty sure you can find the re-broadcast of the now legendary Beer-Pong Champs on ESPN 8 “The Ocho” this coming fall. 🙂

In all seriousness though, if you attended TS2, please post a comment and give your honest thoughts and feedback from the event or from what I have said.

 Be Well!

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

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Word on the Street — July 13th thru July 17th

July 17th, 2009 Mel White COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Last Minute Preparations for TS2

We all go to a lot of tradeshows and events, right? After all, we are the industry professionals. We are the ones who exhibitors rely on to take care of all their needs and to make sure all their “i’s” are dotted and their “t’s” are crossed.

So why is it, that many of us scramble so much at the last minute to complete crucial details for our own industry events . . . both business details and personal details? Or maybe it’s just me. 🙂

It was about 10:30 pm last night when my wife says to me, “Excited for your trip? Do you feel like you have everything prepared?” I responded “YES!” Then she said, “Hey, when you pick up your dry cleaning tomorrow, can you drop something off for me?” . . . which triggered the proverbial “Oh  S&#T!” moment because I never actually dropped my stuff off.tsa20text20new

Then, there is the business stuff. Every show I seem to end up with an extra bag of small stuff that I need to bring on the plane with me. Have you ever tried to explain to TSA what a Stand-Off is?? Especially since it looks like some sort of pipe-bomb on the x-ray. Normal people need an extra bag for all the items they receive at the show. Not me! Apparently, I need it for my explosive devices. 🙂

In the end, it always comes together just fine. And I make comments like “I’ll make sure to remember that”. . .”lessoned learned”. . . and my personal favorite, “You would think by now I would have learned”.  But of course, being a creature of habit, I never do learn. It will surely happen again.

I hope to see you all next week in Chicago at TS2. Stop by our booth #601 and say hi. I’ll be the guy with the Lo-Jack on my ankle, compliments of the TSA.

Be Well!

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

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