Several months ago, we added (3) BannerBug USA banner stands to Exhibit Design Search. They’re now on sale to Classic Distributor Partners at 10% less through June.
BannerBug stands are manufactured in the USAand covered by an Unconditional Lifetime Warranty on the hardware. If the product fails, regardless of the reason, BannerBug USA will repair or replace it for free, for life.
Order your BannerBug stands directly from the manufacturer (not Classic). Let them know you’re a Classic Distributor to receive this exclusive discount.
(3) BannerBug products are in the EDS Lightboxes and Banner Stands gallery:
For more information, including wholesale prices, contact David Holladay, (205) 793-9600, david@bannerbugusa.com.
Who We Are
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Exhibit Design Search has always included suppliers other than Classic, like CORT, Taylor, Brumark, and others. Distributors tell us they love this feature since it makes EDS a one-stop-shop for trade show products, and, the prices are competitive since you order directly from the suppliers (not Classic).
We are excited to add BannerBug USA to EDS – a company owned by David and Morgan Holladay in Birmingham, AL.
Many of you are familiar with BannerBug, but for those who are not, BannerBug stands are 100% manufactured in the USA and are covered by an Unconditional Lifetime Warranty on the hardware. If it fails, regardless of the reason, BannerBug USA will repair or replace it for free, for life.
If you’ve ever attended a trade show, you have an opinion about trade shows, trade show marketing, or exhibit design. I won’t try to dispel every myth, but here are 10 Common Myths about Trade Shows.
1. Trade Show Marketing is Marketing.
Yes and no. If you are a skilled marketer, you will grasp the nuances of trade show marketing, but it will take time. Most marketing managers gravitate to their strengths by focusing on the structure, the graphics, or the show promotion and planning. Intellectually, they know these are interconnected, but they may not know how to maximize their results. Work with professionals, whether it’s a graphic designer, an exhibit consultant, or a certified trade show manager. Trade show exhibit marketing is a craft learned the hard way through trial and error. It’s easy to burn through a lot of money before you figure out what works and what doesn’t. Don’t stumble through a year or two of mistakes when exhibit experts can save you time, money, and embarrassment.
2. Trade Show Labor is Hostile, Incompetent, and Expensive.
10 Common Trade Show Myths
Again, yes and no. No one will dispute that trade show I&D can be expensive, particularly in certain well-known venues. However, most I&D contractors are very competent. They can solve almost any last minute trade show display crisis. You may disagree with the show hall rules regarding labor regulations, but the actual laborers in your booth didn’t write them. If you disagree with the rules, don’t take it out on the person assembling your display. Contact your I&D labor provider or show management.
This is a sad but true fact regarding show labor at most trade shows. If three people are assigned to your booth, one person will be a star, one person will be average, and one person will be a zombie. Hire nine people and you are guaranteed to have three stars and three zombies. Sometimes you get lucky, and the ratio works in your favor. Sometimes not.
You have the power to control your labor costs, beginning with exhibit design. Consider assembly and packaging during the design phase. Are the components labeled, can it be packed without relying on a 20 page manual, and are the packaging materials reusable?
3. Anyone Can Staff a Booth.
Too often, companies send the wrong folks to work the trade show booth. Even worse, they don’t train them. Not everyone has the temperament, the knowledge, or the discipline for a trade show. Here’s my rule: Find those employees with previous retail sales experience who love assisting customers with product or service solutions. It doesn’t matter if they are in Sales, Marketing, Engineering, or Production. What matters is their attitude and their knowledge.
Want to know who not to send? “Joe.” Every company has a “Joe.” He drinks too much, he gambles too much, and he wanders around too much. About a half a dozen times a day, you’ll wonder what happened to Joe. Five minutes ago he was sucking down his third espresso, leaning on the counter, and ogling anything with two X chromosomes. Suddenly he’s gone . . . AGAIN!
4. Trade Shows are One Big Party.
For some companies, that is true. They wine and dine customers to excess, party until daylight, and don’t attend any show sponsored events.
Inevitably, those are the same companies that grumble about their trade show ROI. They spent “X” but can only measure “Y” sales from the show. When you ask them about their pre-show promotions, their lead qualification, their client meetings at the show, and their follow up with prospective customers, you get a big “DHuh?” They didn’t plan their trade show marketing program, and now it shows.
5. Trade Shows are a Waste of Time.
If you love sitting in a cubicle all day creating spreadsheets, then trade shows make not make sense to you. You fly to desirable locations like Las Vegas, San Francisco, Orlando, New York, New Orleans, or Chicago. You have to meet people, listen to their needs, talk about your company, stand on your feet, and generally be helpful, pleasant, and knowledgeable. Even worse, you may have to join clients for breakfast, socialize with them after show hours, mingle with potential suppliers, and attend educational seminars about your industry. That’s really tough
You either embrace the opportunity to build sales and learn something new, or you grumble about the airport, the food, the hotel, and the hassle of time away from the office. It’s all about your attitude.
6. Trade Show Displays are Expensive (Part 1).
Very true, but so is almost any investment in capital equipment or advertising. Let’s explore this from another perspective. Let’s say your company purchased an $18,000 inline display (10 x 20). Then, let’s assume your company participates in four trade shows a year and you expect the booth to last five years. Now, take the average cost per show including show space, literature, airfare, hotels, meals, entertainment, transportation, and labor. If you are frugal, you’ll spend:
$25,000 per show
Multiply that by 20 shows (4 shows x 5 years) = $500,000
Then divide the booth cost $18,000 by the $500,000 in expenses
= 4.3% which is the display cost to total expenses
Let’s take it to the next step. Your company takes trade show marketing seriously (and you should). You conduct pre-show promotions, you send the right folks to the show, and you aggressively follow up on all leads. You expect the show to generate sales (or you wouldn’t be participating). On average, you demand $150,000 in new sales from each show. $150,000 x 20 shows = $3,000,000 in sales.
Based on those numbers:
$500,000/$3,000,000 = 16% trade show cost to sales
$18,000/$3,000,000 = 0.6% display cost to sales
I don’t know about you, but those numbers look pretty good to me. And unlike magazine, television, or direct mail advertising, they’re measurable if you put the right metrics in place.
7. Trade Show Displays are Expensive (Part 2).
Probably 60 percent of all trade show displays never go to large, industry shows in Las Vegas, Orlando, or Chicago. The owners take them to Chamber of Commerce mixers, local business shows, corporate events, regional industry shows, and hiring and recruitment fairs.
At these shows, you won’t see island exhibits, but you will see pop ups, table tops, banner stands, and lightweight hybrids. These displays range in price from under $200 for a basic banner stand with graphics to $8000 for an upscale portable hybrid. Considering the cost of most advertising, buying a trade show display is a bargain that you’ll use for years and years.
8. All Shows are the Same.
Really? If your experience has been that “all shows are the same,” you may be approaching every show EXACTLY the SAME. Not every show has the same audience. There may be similarities, but the attendees vary even in shows focusing on the same industry.
If you are serious about trade show marketing, then contact show management and request attendee and exhibitor data. Have them describe the goals, mission, and audience of the show. Then go to the next step and ask for exhibitors who have been loyal to that trade show for many years. Assuming they are not competitors, contact the Marketing Manager or Trade Show Coordinator. Ask them why they attend, how they tailor their message to the audience, and how that message differs from other shows. And then do what professional marketers do . . . create a message, design appropriate graphics, and plan a pre-show, show, and post-show campaign.
9. Trade Show Leads are a Waste of Time.
Leads can be a waste of time if: a) You collect business cards in a fishbowl for a cool product giveaway like an iPad, b) You don’t qualify the attendees who visit your booth (or jot down their needs), and c) You don’t contact them until a month or two after the show.
More than anything else you do at a trade show, your lead quality is a byproduct of your pre-show planning, booth staff training, and timely post-show follow-up. There is a direct correlation. A trade show is a salesperson’s nirvana, namely a captive audience that spent money to see you.
Now, you may get lucky and acquire a game-changing customer while sipping coffee, clipping your fingernails, and chatting with co-workers. But that’s rare. Finding good customers takes time, enthusiasm, knowledge, and patience. You have to be at your best because they can (and will) walk down the aisle and find another solution.
10. Virtual Trade Shows will Replace Real Trade Shows.
There is a place for virtual trade shows just as there is a place for dating websites. But at some point, you have to meet in person. And unless you’re looking for a mail order spouse, you’re not going to get any action unless you shake hands, look one another in the eye, and share your story face-to-face.
Want to learn more about trade shows, trade show marketing, and displays? Click here for more than 80 expert articles.
“When all you own is a hammer, every problem starts looking like a nail.” Abraham Maslow
Let's Build a Rocket Ship!
It Should be Humiliating . . . For Everyone
What I’m about to discuss will make some of you really mad and some of you really, really happy. I’m not sure whether to point the finger at the trade show industry, manufacturers, distributors, or exhibitors.
Over the years, I’ve written about trade show marketing from multiple angles. I don’t pretend to be an expert. Unlike you, I’m not on the front lines working with clients, nor am I attending a dozen trade shows every year. On the other hand, I have the luxury of seeing your projects and hearing about your orders from you, our designers, and our project managers.
What I’ve learned is that trade show marketing is tough. There are some easy answers, like clear, attractive graphics that address a problem and training your staff how to work a show, but most answers are not so simple. They require in-depth conversations with clients about what they want to achieve, who is their customer base, what is their budget, and what are their overall marketing goals. To get there requires forming a partnership where each side shares information and learns from one another. That takes time and trust.
PJ’s and Dabblers
That said . . . from time to time I run into what I’ll call “Pajama Jockeys” (or PJ’s) in our business. Now, let me qualify this before I get myself into too much trouble. I have no issue with Pajama Jockeys. Their business model works for them. It’s uncomplicated, straight-forward, and often cost-effective for their customers since their low overhead allows them to sell on tighter margins. The same can be said for “Dabblers.” Dabblers are small sign shops that list trade show exhibits in their bag of tricks.
I’ve found that Pajama Jockeys and Dabblers know enough to sell banner stands and basic pop up displays. Occasionally they’ll add Outdoor Displays to their mix. PJ’s are most often home-based businesses with one, perhaps two employees. They have a website, but not a showroom. Nothing gets shipped to them . . . ever! They know their products, and in general, they have satisfied customers. It’s a model that works. Products are sold, customers get what they order, and someone has a job and a business.
That should be enough, right? But it’s not. I’m always surprised when I discover the following: a) They’ve never been to EXHIBITOR (or TS2 when it existed), b) They never attend trade shows, c) They are perplexed by terms like “modular,” “hybrids,” “silicone edge graphics,” and “cam lock construction,” and d) All their products come from one or two suppliers that pull boxes from shelves and print graphics. Their suppliers don’t build anything. And in many cases, don’t attend industry trade shows either because they don’t believe they’re worthwhile.
It’s Either a Profession or It’s Not
Now we’ve all been in this business long enough to know that most clients come to us with little to no knowledge about trade show marketing. Many are going to a show for the first time, or they are replacing someone who used to handle trade shows for the company. Nine times out of ten, the new person may understand marketing, but trade shows are a mystery. These people need guidance. So where do they turn — the web. The web is a glorious thing . . . if you do your research and explore all your options. Too often, we click whatever is on Page One, look at a site or two, and then start the buying process. That’s scary. We all know the path of least resistance is tempting. This site has hundreds of choices, most good, some really expensive. This other site has 25, all at prices that my boss will love.
"Booyah! That's four sales in the last hour."
I’d love to believe that the Pajama Jockey takes the time to consult with their new client. In other words, what are they trying to achieve, what have they done in the past, has it been successful, what’s the budget, etc. But, honestly, when every other customer wants a $99 banner stand or a $599 pop up, you learn not to ask too many questions. It complicates things, and it’s not financially viable or your model. It’s easier to be a clerk than an exhibit consultant in those circumstances.
The Proof is in the Pudding
Just last week, I attended a two-day show in Portland for a regional association. There were perhaps 130 exhibitors, all in 10×10 spaces. On principle, we work through distributors, but our local IT provider asked if we would work with them on a booth for this show. We agreed since they have been good to us over the years. We rented them a VK-1032 (iPhone) after meeting with them several times, reviewing their objectives, making recommendations, and then introducing them to a graphic designer with a background in trade show graphics.
I walked the show on the last day. How can I say this tactfully? I was embarrassed to be in the trade show business. Wobbly banner stands, broken pop ups, vinyl banners hanging from the pipe and drape, and something resembling shelving from Big Lots. Now this wasn’t a local arts and crafts fair or a home improvement show (which are often very creative), but a professional show. What kept crossing my mind was . . . “Did anyone consult with them and advise them of their options. Where did they buy this stuff?” Our client, on the other hand, told me, “We had 10 times the business we’ve ever had.” Why? Because their message was clear, the booth was professional looking, the accessories were appropriate, and they trained their staff.
Now, I’m fully aware that you can lead a horse to water but you can’t make it drink. Some exhibitors are going to make poor decisions based on stubbornness, budget, or stupidity. That’s their prerogative. What worries me is this: Are these new exhibitors getting bad advice or no advice because the tool box they turn to consists of a hammer and nails? They don’t know any better, and the options they are offered are both inadequate and counterproductive.
Which brings me back to my earlier point. Who’s to blame here? I want an easy answer because that would make is simple. But it’s not simple. Yes, I hold PJ’s and Dabblers responsible for clerking rather than consulting, but we’re all culpable when we focus on the transaction rather than the interaction. In our haste to close a sale, we do a disservice to our customer when we fail to behave as exhibit consultants and professionals. That said . . . I know from experience how painful and frustrating it can be to care more about your client’s success than they do. But, that doesn’t excuse us from trying each and every time even if they select a $99 banner stand and a $29 literature holder for their annual industry show.
I’d enjoy hearing your thoughts . . . just count to 10 before hitting the enter button on your keyboard. 😉
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.
The Sochi Winter Olympics is just around the corner. We love watching the competition — who wins, who loses, and the inspiring stories about athletes who participate but do not win a gold, a silver, or a bronze medal. Athletes want to win, even if they know it’s a long shot, so they plan, prepare, and train for a chance to stand on the podium. No one prepares for the Olympics just to win a participation trophy.
Trade shows are no different. For anyone new to trade show marketing, here’s an important tip no one’s ever going to share with you (except me). You can waste LOTS and LOTS of MONEY participating in trade shows if you don’t know what you’re doing. I don’t care how smart you are. You are going to make mistakes. Lots of them, but the key is to minimize them from the get-go. The trick — learn from the folks who have already made those mistakes and who have stubbed their toe(s) more times than they want to be reminded.
Here’s what they’ll tell you.
#1. What’s Your Goal. Why are you participating in a trade show? To build the brand, increase sales, meet new customers, find new markets. All are legitimate reasons to exhibit at a show. Bad reasons . . . Going on a whim, because it sounds like a good idea, or because your dog Rex tells you to go (What a bad boy!). Without a goal you have no way of measuring your success. Get a goal. Write it down and share it with your team. Then and only then should you consider trade show marketing.
#2. What’s Your Budget. If you say, I don’t know then fold up your tent and go home. The number doesn’t matter, except as a baseline for what you can and can’t do. It’s all relative. $10,000 will get you one thing . . . . $250,000 will get you something else.
Visionary Designs VK-1319
#3. Do Some Preliminary Research. It’s easy. It’s called Google. Is it going to confuse you? Hell yes. You’ll see stupid numbers like $79 for a banner stand and $1.5 million for a custom exhibit. Imagine walking into a new car lot not having seen or driven a car before. You need a point of reference, but you don’t need to be an expert. That’s impossible. You just need to get a sense of what’s on the market and how much displays cost. That’s it.
#4. Work with a Seasoned Exhibit Professional. Why? Why not! I’ve never met anyone in this business who wants a customer to buy the wrong display. You’ve got a budget, right? That will narrow the choices. During the initial meetings, an exhibit consultant will spend more time talking to you about your goals, your message, and your shows than they will about what display to buy. The display is important, but it’s simply a tool. They want you to succeed. Then you’ll come back and buy more. Yippee! It’s a win-win.
#5 What Shows. Now you may already know which show(s) you must attend. Every industry has a trade show. That’s the first step but hardly the only step. Are their other shows you should attend because you want to expand into other markets? How about local shows where all you need is a table top display or a pop up. Ask your vendors which shows they attend. Or use one of many online tools like the www.thetradeshowcalendar.com. Or, here’s a thought — ask your exhibit professional to assist you.
#6. Plan, Plan, Plan. I know. It’s boring. But, apart from identifying your trade show marketing goals, nothing is more important. You need to put in the work. You need to complete the required paperwork on time. You need to conduct pre-show marketing to get potential clients to your booth. You need to create a project list and check and double-check every last detail. You’ve heard it a million times, but this time it’s true: Fail to plan, then plan to fail. Planning makes the difference between pouring money down a rat-hole and complaining that trade shows don’t work and becoming the next CEO of your company. Well, that may be a little exaggeration (but not much).
#7. Who’s Going to the Show. Working the booth is neither a punishment nor a vacation. It’s a job. There’s no in-between. The folks who work the booth have to understand that. They must know the products and services, possess outstanding customer service skills, and be willing to meet clients before, during, and after the show. They must know the difference between entertaining clients and a felony. They must understand the distinction between social drinking and detox. If they don’t, no matter how charming they are, leave them home.
#8 Train Them. Yes, train them. Before the show, meet with your team and review the goals, the schedule, and the products
Bazinga!
and services. Who handles which product line? Who’s the expert on specific services? Who greets clients as they enter the booth? How do you plan to handle leads? Are there meetings and presentations in the booth space? Who cleans in the morning? Who cleans in the evening? How do you handle competitors who enter your booth? There’s a lot of questions and situations that can happen during a one to three day trade show. Do not leave them to chance!
#9. Leads. Treat them like a credit card. You never know if the limit is $500 or if you found an American Express Platinum with no limit. There are really three keys to managing leads. First, qualify the lead and take lots and lots of notes. You may think you have an eidetic memory, but trust me, unless you are Sheldon Cooper on The Big Bang Theory, you don’t. All the details you capture only increase your odds exponentially of making a sale. Knowledge is power on the trade show floor. Second, review the leads with the team at the end of the day. Don’t leave the booth and head for the bar UNTIL you’ve reviewed every single lead. Those that need immediate action should be handed to the right person that day. Third, they are sales leads, not confetti. Too many companies treat them like scraps of paper which can be tossed at the end of the show. How you treat leads tells the potential customer everything about your company.
#10. Post-show Analysis. All too often, when the show is over, the show is over until next year. Big mistake. We learn from our successes and our failures. The trade show team should conduct a “post-show” review within a week. These ideas need to be captured and recorded so the lessons learned can be implemented at the next show. Even better, meet with your trade show consultant as well. He/she can offer advice based on their experience with other clients and show you how you can improve your trade show marketing and save money.
Don’t be shy. Put in the effort and plan ahead and you will be standing on the podium wearing a little gold.
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.
