If you are attending EXHIBITOR LIVE and want a FREE exhibit hall pass, go to this page and enter Classic’s code 4044 . There’s no limit on the number of free passes so share (and share) away.
To reserve your seat for the Women in Exhibition Breakfast on March 31, contact Katina Rigall Zipay .
Now & Then with Harold Mintz
A lot has changed in the exhibit industry over the past ten years. And Harold Mintz, a Classic Regional Sales Manager, has a unique perspective on those changes.
As many know, Harold took a trade show hiatus for ten years. What was common “back in the day” isn’t quite as common today, such as dedicated territories, show rooms, and modular wall systems.
Read Harold’s thoughts about “What’s Different” in 2020 in the Trade Show Tales blog.
Eco-Systems Sustainable by Classic Exhibits
We’ve all seen the phrase, “New Look, Same Great Taste!” whenever companies refresh their packaging. Effective January 1, Eco-Systems Sustainable has joined the Classic Exhibits Family. Same ECO products, designs, and people, just with new Classic packaging.
All the ECO kits are in Exhibit Design Search, and you now have access to the full Classic Design Team. See the press release in EXHIBITOR along with quotes from Kevin Carty and Colleen Crawford.
Shared Knowledge University
There’s no substitute for hands-on training and one-on-one interaction with your industry colleagues. Just ask the over 600 Classic Distributors who have attended Shared Knowledge University in Portland.
This year, the two-day training will be on June 15-16 (Monday and Tuesday). SKU includes morning sessions with Classic and our Strategic Partners and afternoon sessions at the Classic facility where you work with products like Gravitee, SuperNova, InCharg Charging Solutions, and Symphony. Plus amazing meals and entertainment.
In case you didn’t see Kevin’s 2019/2020 State of the Company letter, here’s a link to download a PDF version. Topics included the 2019 sales roller coaster, custom projects, new additions to the sales team, and changes to Classic’s Customer Service Department, including the addition of Eco-System Sustainable into the Classic Family.
And while 2019 was exciting, we expect 2020 to be even more eventful as we continue to expand our rental offerings, launch the Symphony Portable line, and work on even more interesting projects ( although building the Millennium Falcon may be hard to top ).
Shared Knowledge University Video
“I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character.” ― Martin Luther King Jr.
Stroll through any airport, mall, event, or trade show and you’ll see hundreds of colorful LED lightboxes in every shape and size. Over the past few years, most have switched to Backlit Tension Fabric SEG Graphics. The reasons are obvious. Not only is fabric more durable than direct print graphics, but it’s also cheaper to ship and easier to maintain. And depending on the print process, the colors are vibrant and the details nearly photographic.
It’s easy to assume that all LED lightboxes and manufacturers are similar, and the only real difference is price. Price matters of course, but there are other factors to consider.
9 Factors to Consider When Purchasing an LED Lightbox
#1. Hardness and Durability: All LED Lightboxes start with an SEG aluminum frame. Every manufacturer engineers their frames using aluminum of varying hardness and durability. Less expensive lightboxes use softer aluminum because it’s cheaper. But cheaper aluminum scratches easily and tarnishes quickly. In addition, the wall thickness is often so thin that structural rigidity is compromised. For lightboxes mounted to a wall or assembled or disassembled at multiple trade shows, you will want aluminum with a 6063 specification. 6063 has better structural integrity and scratch resistant. If the supplier can’t answer that question, then you should be wary.
#2. Availability: Does the manufacturer have the extrusion, LED lights, hardware, and accessories in stock? And are there extrusion options depending on the situation, such as one-sided vs two-sided, freestanding vs. wall mount. What if you need multiple quantities or quick ship options? Can individual parts be purchased if they are lost or damaged? You don’t want a manufacturer who dabbles in lightboxes.
#3. Customization: Let’s say you need a width or height larger than the kits listed. Is it possible? If so, how complicated or expensive does it get? How about angles or shapes such as a hexagon? It’s easy to do squares and rectangles (for most manufacturers), but odd shapes and sizes are often a head-scratcher for those who only want to fulfill kits.
#4. Print Quality: Asking the right questions is essential. 1. Dye-sublimation printing is the best. This ensures the colors are infused into fabric, not just printed on the surface. Many suppliers brag about “fabric printing” but it’s not always dye-sublimation, which requires two steps — printing to a paper material and then heat fusing the image to fabric. 2. Ask about the age of the printer. The dye-sublimation printer shouldn’t be more than two years old. Anything older than that means the print resolution is just OK, not photographic. 3. Just like clothing, the fabric quality can vary, which may not matter if the graphic is a throwaway and the resolution doesn’t matter.
#5. Sewing and Sizing: Experienced manufacturers have this down to a science. They’ve done the calculations thousands of times with varying fabrics, and they know how to print, cut, and sew the fabric so it fits perfectly. Not too loose. Not too tight. Nothing is more frustrating than receiving a fabric graphic that doesn’t fit.
#6. LED Lights: This could be a college course. Just understand the various color temperatures, lens, UL and ETL certification, module construction, etc. requires some research and patience. Like fabric, there are multiple ways to make LED lights cheaper, if cheaper is the only criteria. Skipping UL/ETL certification is shortcut. Using exposed connections or alligator clips is another. Sadly, it’s nearly impossible to know what you are getting before you get the LED lightbox. However, in this case, the old adage rarely fails, “If it’s too good to be true, then it probably isn’t.”
#7. Accessories: Most LED lightboxes are a one-trick pony. The are lightboxes. That’s it. But what if you want to add shelves, an iPad, a literature holder, wings or headers? What if you want to connect it to other lightboxes or create a full inline or island display. That requires and exhibit builder who has engineered the extrusion to be multi-functional, stocks lightbox accessories, and has the in-house talent to customize.
#8. Packaging: It’s easy to assume that your display will ship in high-quality cases and packaging. Sadly, that’s rarely true. Most manufacturers use disposable one-way shipping materials. Your lightbox arrives undamaged. Now you have to ship it to the next show or to another location, but there’s nothing to protect it or keep it organized. Insist on reusable shipping materials, which precludes cardboard, shrink wrap, and thin foam. All three will be destroyed after one use. See examples. While you may have to pay a little more, it’s an investment that keeps giving show after show, assembly after assembly.
#9. Assembly: It’s easy to overlook how the lightbox will be assembled but that would be a HUGE MISTAKE. Some require tools and a bag of loose parts. Others have push-button connectors. Others are “mostly” tool-less, but the hardware is cumbersome and/or unnecessarily complicated. Ask to see the instructions or an assembly video. Even if you aren’t planning to assemble it, could you put it together based on the instructions in a reasonable amount of time? Remember, time is money, especially on the show floor. No one wants surprises at a trade show, and a well-designed lightbox won’t make you sweat, literally or figuratively. Do the research and trust your gut.
It’s important to remember that the pretty image you see on a website is just a rendering. What you receive is not. Ask the right questions and purchase your lightbox from a vendor you trust. Remember, you “may” be able to return the hardware, but the graphics, it’s yours whether you like it or not. Finally, keep in mind that you are buying a design, a marketing structure that represents your brand. It’s more than just an aluminum frame with graphics.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.
It’s an exciting time to be in the exhibition industry. At
no other time in the past 20 years has the pace of change been so dramatic. While
some exhibit houses are embracing it, others are sticking their proverbial head
in the sand.
Take rental displays for example. Just a few years ago, rental displays were the stepchildren of trade show design. Neglected and underappreciated by both exhibit houses and general service contractors. Exhibitors who chose a rental display either weren’t serious about trade show marketing or simply didn’t understand the poor image those displays projected on the show floor.
How that has changed! Rentals have gone upscale and
depending on the provider can be customized to meet almost any exhibitor’s
marketing goals. They are basically indistinguishable from the purchase display
across the aisle or your competitor’s new exhibit. So why the change and why
should you consider a rental OR better yet a purchase/rental?
The Top 3 – Plus a Bonus Tip. 😉
Reason #1 – Design Flexibility
The marketing goals for most companies are constantly
evolving with multiple campaigns and a host of products and services, each with
a distinct brand and messaging. What worked in Q1 may not be effective for Q3
or scrapped all together.
Rental displays make it easy to change graphics, add structural
elements, or simply go from an inline to an island (or vice versa). That
flexibility can be very dynamic for your brand and marketing goals and more
cost effective in the long-term.
Island Rental Exhibit
Reason #2 – Upfront Cost
Rental displays are not only less expensive upfront, but
they also allow you to stretch your budget even further. Take the exhibitor who
settled for a ho-hum inline in the past. With a rental, they could add attractive
meeting space, LED lighting, large monitors, shelving, and extensive storage –
all at the same price of a purchase.
More bang for the buck means you can elevate your trade show
presence with attendees. Or, if you choose not to make significant changes to
the display, the savings can be spent on client entertainment/meals, pre-show
marketing, or booth staffing. Or directly to your marketing bottom line.
Reason #3 – Associated Expenses
When you purchase a new exhibit, there are always associated
expenses, some you may not anticipate. Storage for example. Larger exhibits are
packed in crates. Those crates either must be stored at your exhibit house for
a monthly fee or in your own facility. Either way, it’s an ongoing cost. Plus,
when components are lost or damaged, those must be replaced.
Before each show, someone has to reassemble the booth to
ensure all the parts and pieces are there, and if there are changes, then there
are design fees, new components or graphics, and the labor to get it prepped
and perfect.
With a rental, nearly all of that disappears. No storage. No
prep charges. No labor. You may have new charges if you change the graphics or the
design, but in general, those are more controllable and predictable.
Inline Trade Show Rental Exhibit
Bonus Tip – Rental and Purchase
Rental vs Purchase doesn’t have to be an either/or decision.
More and more sophisticated exhibitors are choosing both. They purchase those
design elements they know they’ll use again and again regardless of the show or
configuration. For example, a central 12 ft. tower with locking storage. If you
need that every single time, then it makes sense to buy it and rebrand it when
necessary. However, if you sometimes need multiple monitor workstations but
other times you would rather have more meeting space, then it doesn’t make
sense to purchase monitor stands. Rent them instead.
It’s often the peripheral items like counters, pedestals,
charging stations, monitor stands, lightboxes, etc. which change frequently.
Rent them. That way you can play with what works best and make informed
decisions based on your experience and success.
Still a Bit Confused?
Your next step is to work with an experienced exhibit professional like Brave Exhibits or other Classic Exhibits Distributors. Their sole mission is maximizing your trade show success. Show after show. Brave Exhibits has learned how to avoid the costly mistakes that inexperienced exhibitors make. And believe me, it’s easy to waste money before you know what works and what doesn’t. They’ll ensure that doesn’t happen whether you decide on a Purchase or Rental or Purchase/Rental.
You can read the Annual State of the Company in the blog post or by clicking on the image and downloading the PDF. In addition, there are two URLs mentioned in the article (but are not clickable). See the bullets below:
I was mindlessly scrolling through Facebook the other day when I came upon one of those “what if” questions an old high school buddy posted: “If you could go back in time and give your younger self advice, what would you say?”
Personally, I’m not a fan of these “what if” posts. What’s the point? Facebook is for showing others how sunsets look from your backyard, not for turning the clock back 10 years to address things you have no ability to change.
And then destiny stepped in… “Ding!” It’s an email from Mel White.
Harold –
You have a unique perspective regarding your visits with Distributors because of your 10 year gap in the industry.What would you say are the biggest differences between your meetings 10 years ago and your meetings now?
I am very curious.
When destiny speaks, Harold listens. Time to look back 10 years and identify “What’s Different.”
Harold Who?
Most of the folks I’m meeting don’t know me. Maybe they’ve heard my name, but most are unaware of me or my experience in the industry. This is a constant reminder of the old axiom, “What have you done for me lately?”
I have minimal street cred with many Classic’s Distribution Partners so I am often starting off new. It’s up to me to build those relationships and earn their trust, confidence, and business.
I Swear… You’re the Only One!
It’s 2020. Dedicated Distribution is a thing of the past. Back in the old days when I visited a city, it was to meet with our sole distributor who represented that territory.
Times have changed, and I understand why but it requires a mental adjustment for me.
Today I plan my visits to see multiple Classic Distributors that either sell our products or that might sell our products in that territory. Some are primarily custom houses. Others portable modular. And then there are agencies who tap into Classic for special projects.
The Person Who Said, “You Only Get One Chance to Make a First Impression” Wasn’t a Regional Sales Manager.
When I visited Distributors ten years ago, I’d share our latest headlines: “What’s new? Check out our new widget! Cool, right?” Show and telling our newest products and services was of prime importance to keep our extended sales force informed and up to date.
And while I still do that, there is greater emphasis placed on discussing all of the things Classic provides rather than simply the newest toys in our box. Faster and constant turnover of Distributor employees is one of the primary reasons. “Where’s Jim?” “Jim? Get with the program. Jim left 3 months ago. But meet Billy. Billy’s the new Jim.”
It’s like I’m starting all over with every visit. So I get LOTS of chances to make a first impression for better or for worse.
I Love the Pix my New iPhone Takes. Wait a Minute… Are You Telling Me It Can Make a Phone Call Too?
Vintage iPhone
That tiny little computer I carry around in my back pocket does SO much more than make phone calls. It’s a robust and multi-faceted tool. Same with Classic. Many Distributors think of us as the company that only provides whatever it is they last purchased from us.
Ten years ago, most of our Distributors knew exactly what we offered. Today, some Distributors know us as the company that rents highly customized booths. Others think of us as an extension of their own shop floor during the busy season capable of building exhibits straight from their designers’ renderings. And yes, some of our Distributors think of Classic as the company to turn to for high quality, affordable portable/modular exhibits, charging stations, or iPad stands.
Regardless of which niche you put us in, we do more than that.
AE? AM? AP? Sure, I’ll Meet with You!
I used to meet almost exclusively with Account Executives when visiting a Distributor. Geez… how old am I?! Today decisions about which vendor to use are made by lots of folks in addition to Account Executives, like Account Managers, Purchasing Agents, Designers, and sometimes a guy named Joe with no title.
Our internal contacts at Distributors have not only increased but have also gotten a bit confusing. Sometimes the internal contact changes based on the client (which makes sense). Other times it changes because it’s a custom project or a rental or a portable modular order. All that makes my job both more challenging and interesting.
The Smithsonian Called… They Want Your Showroom
Most Distributors used to have a showroom. Ha! Today there is more space for previewing a Client’s new booth than there is for a showroom. One of the obvious reasons is that most Distributors are selling to clients from all over the country and not just from ”the neighborhood.”
As I talk to Classic Distributors, they tell me a showroom isn’t as important anymore. And with square foot pricing always on the rise, space has to be allocated appropriately. When visiting Distributors. I regularly ask, “How many of your Clients are located within an hour of where we’re standing?” The answers are quite telling — less local, more national.
It’s worth noting here that I am regularly being asked for freebies, loaners, and BIG discounts on showroom units. Showrooms still exist. And some are stunningly beautiful. They’re just becoming an endangered species. #savetheshowrooms #givetoyourlocalshowroomfoundation
Extrusions are Like Opinions. Everyone’s Got One But Few are As Good as Mine
Ten years ago, Distributors were ramping up their rental inventory with pallets of metal extrusion. Octanorm. AGAM. beMatrix. Aluvision. All had a place on select shelves. Today I still see examples of all four with beMatix leading the way.
For obvious reasons, Distributors ask their sales teams to promote the system sitting on their shelves. But more and more Distributors wish they could turn the clock back on their extrusion investments. Their reasoning is quite simple. It’s tough to compete against other exhibit houses when everyone is usingthe same building blocks. We’re seeing design saturation on the show floor with many booths looking the same just with different graphics. And clients are noticing.
When I share info about Gravitee, Classic’s tool-less extrusion system, Distributors take notice. Tool-less means no tiny connectors to lose and best of all – much faster set up!When you combine the money saved on I&D with the refreshing look of unique designs, many Distributors are wishing they could turn the clock back 10 years.
Some Things Never Change
Why is Cilantro Still a Thing?
The last one has nothing to do with trade shows or exhibitions. But seriously, “Why is cilantro still a thing?” I would have hoped that this disgusting herb would have gone the way of dedicated distribution. But alas, it still thrives. Blecch.
Harold Mintz is a Regional Sales Manager at Classic Exhibits. You can contact Harold at harold@classicexhibits.com.
