This week, I received a promotional email from Plum Grove Inc., a printing and marketing company and a Classic Distributor Partner. I was impressed (and delighted). Not only was the email design attractive, but it was also compelling and timely.
Wireless Charging Station eBroadcast
Recently, we upgraded Classic’s line of InCharg™ Charging Stations by adding wireless capability, a feature found on many Apple and Samsung smartphones (as well as others). Many exhibitors now include charging stations in their trade show booths as a convenience to attendees and to their staff. Plum Grove recognized that trend… and reacted.
See the full email image below. I love the compelling introduction, the benefits and features, and the overall organization. It’s a well-crafted and visually interesting marketing email. Nicely done Plum Grove!
Allow me to explain. First a little background. When we engineered our single- and double-sided SuperNova lightbox extrusions (CEI-110 and 152), we were committed to having the strongest lightboxes in the industry — thicker walls, harder 6063/6065 T6 aluminum, and strategic internal extrusion support. In addition, the corner and spline connections were rock solid, preventing light leaks and eliminating most vertical or horizontal bracing except on the tallest or widest lightboxes.
Single- and Double-sided SEG Extrusions
Peel back the SEG fabric of our competitor’s LED lightboxes. You’ll see internal framing or bracing to prevent hour-glassing and light leakage. Even on lightboxes smaller than 10 ft. wide. Some as small as 5 ft. wide.
That “rock solid” construction meant as many as four connections at every joint, all requiring tightening or loosening hex screws. While no one complained, we knew there had to be a better option. A tool-less option. Currently, there are several tool-less lightboxes on the market. None ideal. Some compromise strength by using a single-button connection. Others have a separate bulky attachment with large knobs. And still others have complicated fasteners, which while elegant, are expensive to replace.
We would love to tell you we saw the problem and quickly engineered a better solution… but that would be a lie. It took us over a year in R&D. Idea after idea. Failure after failure. Why? We refused to compromise on strength, ease-of-assembly, and affordability.
And Then We Succeed!
Our new Tool-less SuperNova Lightboxes achieves all of those goals. While there may be more “complicated” solutions, there are none stronger or easier. We estimate the new tool-less connectors reduce assembly by 70-80%. Plus, the splines and the corner connectors can stay on the extrusion reducing the possibility of lost parts. Even the translucent knobs are innovative since they eliminate shadows and reflections.
Effective immediately, new SuperNova Lightbox orders will include the tool-less option whenever possible, whether a standalone LB or a LB in a table top, inline, or island design. We expect this to cover 90% of all LB orders. Exceptions include non-90 degree corners, boomerang base plates, and internal extrusion supports on large lightboxes (support only). Even on those, the tool-less options will be incorporated wherever possible.
Please let us know if you have any questions about SuperNova Lightboxes. This is a BIG DEAL, especially for you and your clients. It’s never been easier to assembly an LED lightbox on the trade show, event, or retail floor.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, and rental 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.
Recently, I conducted two Exhibit Design Search webinars via Go To Webinar. Below is one of those recorded sessions for anyone unable to attend the live event, or simply for any Classic Distributor who wants a better understand of how to navigate EDS quickly and efficiently.
Become an EDS Warrior!
In this one-hour Exhibit Design Search Boot Camp, you’ll learn the essential skills to attack every opportunity with ruthless precision and speed. You’ll discover how to execute an efficient #sales strategy by finding and sharing #exhibit designs, marketing tips, setup instructions, and photos.
Every mission requires a plan to succeed, and EDS Boot Camp will give you the tools and knowledge necessary to accomplish your goals. Invest an hour. You’ll use the skills you learn for years to come. BE ALL YOU CAN “EDS” BE! — Questions? Contact Mel White (mel@classicexhibits.com)
Trade shows can be brutalfor attendees and exhibitors alike. Just consider the intensive planning, travel, installation, and long hours before, during, and after the show hours. It’s a big commitment, both physically and financially, so smart trade show marketers look for creative tricks to entice attendees to visit their booth.
Of course, there’s no substitute for the basics of pre-show
marketing, exhibit design, branding, and staff training. That goes without
saying. Beyond that, many exhibitors neglect to create an environment where
attendees feel comfortable and want to spend time. Thankfully, it doesn’t have
to cost an arm and a leg to win the hearts and minds of potential clients. Feed
them. Give them a place to relax. And get them charged up!
The Five Essentials
1. Food/Candy. If you have ever attended a European trade show, you know that many exhibitors have (at the very least) cheese and crackers in the booth. Unlike in Europe, serving food can be problematic at most U.S. venues because the convention center has an exclusive contract on food and drinks. Which means being creative with the food you offer.
Most venues will look the other way if you are giving “selective” guests candy, protein or breakfast bars, or even bagged cookies. More elaborate promotions like ice cream sundaes or taco bars require show approval, but smaller items are rarely a problem if handled discretely. Trade show attendees welcome munchies after strolling the floor for hours, especially if it’s presented as a special treat unavailable to the general public.
2. Water. Like
food, most venues are very protective of drinks since the markup is so
lucrative. However, many exhibitors pack cases of water in their crates for
their use during setup and for the staff during the show, which they keep in
the storage closet or counters. You certainly don’t want someone fainting in
your booth from dehydration, so having some spare water is probably a good idea
as long as it’s not being handed to every attendee passing by your booth. Wink.
Wink.
Here’s an idea you might consider. Eco-systems Sustainable Exhibits, a designer and builder of eco-friendly trade show displays, brings branded boxed water to their events. Boxed water is more eco-friendly than plastic bottles and is more efficient to produce and ship. Plus, it’s unusual and rarely identifiable as water by the show halls. Click HERE to learn more about Boxed Water.
3. Entertainment. Face it… you yearn to be entertained at a trade show. If there’s a magician, you stop and watch. Same with virtual reality demos. Entertainment doesn’t have to be expensive, and it should never be a distraction from your messaging. But there are always ways to intertwine your message with a simple game like electronic darts or Wack-a-Mole or golf. The key is to attract the right attendees, not just anyone bored and eager to win a prize. If you don’t feel you have the time or the creativity to create and manage the entertainment, work with your exhibit house. They know lots of companies dedicated to matching your show objectives with targeted entertainment.
4. Comfortable Furniture. EVERY ATTENDEE appreciates comfortable chairs or loveseats in a booth, regardless of the booth size. Furniture encourages clients to linger so you have time to assess their needs and suggest solutions. Thankfully, modern rental furniture comes in a wide variety of styles and colors to match most exhibit designs and colors. As an exhibitor, you need to decide if you want private or semi-private meeting spaces, whether you need tables, and how you need to structure the space. Keep in mind, you are not creating a lounge for everyone to plop down, answer emails, and check their social media. It’s for business and business conversations.
BTW – Don’t let anyone tell you that booths should never have furniture because it will encourage your staff to sit and do nothing. That’s a not a furniture issue. It’s a training issue which indicates that the booth staff doesn’t understand your company’s trade show goals.
5. Power/Charging. Why fight it? Everyone has a smartphone. Some have several, plus a tablet or laptop at the show. And even with the improved battery life of most devices, we’re all power nomads searching for an electrical oasis on the show floor. Be smart. Give them what they want with charging stations. Thankfully, modern charging solutions don’t have to look like something you stole from the airport. There are contemporary bistro, coffee, and meeting tables along with standalone charging kiosks. All with branding options that complement your overall graphic theme. Many include both USB and wireless charging options. Many are available for purchase or to rent. See a wide selection HERE.
Gone are the days when you exhibitors could rely on bold graphics and an attractive exhibit to draw attendees into their booth. Trade shows are more competitive and complex than ever before. You need to understand today’s attendees – what they want and expect and how they decide which exhibitors to visit before and during the show.
Nothing is more important than quality touches with a potential client on the show floor. Creating an atmosphere that’s welcoming, inviting, and entertaining is a step in the right direction to win the heart and mind of your next big customer.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
Recently, I decided to update it, but after re-reading it, I decided not to make any changes since it still makes me smile. I know… that sounds egotistical, but the line “It smells like the Pennsylvania Convention Center and even Fabreze can’t kill the odor” makes me laugh.
Instead, we give you 20 MORE Reasons to Check the Meter on Your Display. Enjoy and please add to the list.
20 Clues Your Exhibit Has Expired
Your last legal source for halogen lights is now a frozen yogurt store. Your next option is a dark web site run by a dude with the handle “NotWearingPants.”
Your 19” flat screen monitor was made by Magnavox. Or Zenith. Or RCA.
Six months ago, you bought a display from a company that specializes in imprinted coffee mugs and key chains. Surprise! That display lasted for one show.
EXHIBITOR Magazine included your exhibit in its article recent History of Portable Displays 1995.
Your repair kit is a shoebox with zip ties, Velcro, duct tape, a box cutter, Tylenol, a hammer, lipstick, and fifty mousepads.
There’s a COMDEX label on your crate.
Your logo hasn’t been that color since the Bush administration. The FIRST one.
Jimmy, your labor guy at Moscone, remembers setting up your booth at TS2. Whenever he wants your attention, he says, “Hey, Whippersnapper!”
Two (very painful) words: Foldable Truss
You put your glasses on only to discover that your graphics are even fuzzier.
“Parts and pieces” means something different now than when the display was new.
You think SEG stands for “Some Extra Gravy.” Which makes you very happy whenever someone asks you if you want more SEG.
Your primary colors are Harvest Gold and Avocado Green.
Show organizers keep suggesting space near the restrooms because of “all the extra traffic you’ll see.”
You play “Eye of the Tiger” in the booth and your hanging sign announces you are “Risin’ Up to the Challenge of Our Rival.”
Your exhibit house stores your crates near the fire escape. They’ve stenciled a skull and crossbones on all four sides.
The manufacturer had to entice Eddie the Machinist out of retirement with three bottles of Jack Daniels to fulfill your order for replacement parts.
The storage closet smells like Becky’s perfume, and she quit 11 years ago.
Your portable display case has more stickers than the VW van of a Grateful Dead groupie.
Your colleagues are always busy whenever you ask for volunteers for a January trade show in Las Vegas or Orlando. And your company is based in Fargo.
Bonus: When You Bought Your Display…
You were addicted to TAB.
You
paid a bribe to get your kid a Teddy Ruxpin.
Your new car came equipped with ashtrays and lighters and flipping the windshield wiper switch on and off was intermittent wipers. The high-beam switch was on the floor (where it still should be!).
Your
iPod Shuffle held 120 songs!
You
had 12 magazine subscriptions.
You dropped your film off at a FOTOMAT in a Woolco parking lot.
Danielle
Steele and Stephen King had only written 50 books between the two of them.
You
had a MySpace account
Zombies were a musical group.
“Sustainable” meant making it through an 8-hour shift on the tradeshow floor after partying with Mikey and the guys until 5 am.
Mr. Coffee was all the coffee you needed.
How do you determine the expiration date of a trade show display? Please share. 😉
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
