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Do You Believe in Magic? Attending EXHIBITORLIVE 2019 in Las Vegas

March 7th, 2019 Mel White COMMENTS
Erica Dougherty and EXHIBITORLIVE 2019

How many of you out there have been in your industry for longer than 5 years? 10 years? 20? Look, I’m a Millennial (but really, truly an Xennial) and part of what defines us is the sort of “bounce” from industry to industry, job to job — essentially, career building with fast jumps from one thing to the next. I’ve officially been with Exhibits Northwest in Seattle for three years, and in the Trade Show industry for… you guessed it… three years! And last week, I went to my first EXHIBITORLIVE in Las Vegas. Are you ready to hear what this “newbie” thought?

It’s a bit trite, but honestly, MAGICAL is the best word to describe it. Literal magic and figurative magic! So, for all of you seasoned pros out there, do me a favor:  remember your first real dive into your industry’s deep roots (Trade Show or otherwise) and join me as I tell you about mine.

The Magic of Sneakers

2.5 years ago, my very first 20×20 island client exhibited in Vegas, and I was on the show floor supervising the install. I knew I needed comfortable shoes, so I did some research and decided Tieks would be cute AND comfy, based on tons of excellent reviews. Here’s what some of you may not know about me:  a large part of my identity is SHOES. I’ve worked in the high-end shoe world, and I’m a bit of an admitted shoe snob. And at the time, I did not really own a pair of sneakers that didn’t look like I had them for 10+ years (because they were literally that old and I wore them to do house projects involving paint). Nor did I want to buy or wear sneakers in a professional public place!

Well, after walking 20 miles in 2 days in the Mandalay Bay Convention Center, wearing little flats and walking on concrete floors, my entire body felt like I was 85 years old with bad hips. Oh, man. Lesson learned! I still love my Teiks, but my eyes were opened — I needed supportive sneakers. So, while I still want to look cute (sneakers are not my favorite shoe genre), I have learned the MAGIC of sneakers on the trade show floor! This time, I walked and walked all over EXHIBITORLIVE between Mandalay Bay Convention Center and Luxor, and I wasn’t waddling through the airport upon my departure. WIN! When your feet are happy, you can focus on making connections, saying yes to that walk back across the show floor or to drinks with a vendor. But I’m still on the hunt for shoes that are fab and feel like pillows… hmmm.

The Magic of “Behind the Curtain”

“Pay no attention to the man behind the curtain!” ~ The Wizard

Erica Dougherty and EXHIBITORLIVE 2019

Events are full of behind the curtain magic. Trade Shows are no different. Walk behind a booth or look in the closet, and you’ll find electrical outlets and cords, laptop bags, extra swag and maybe even a person sneaking in a phone call or work! But what’s really cool is seeing what makes the display work: What’s behind the graphic? What’s behind that pipe and drape? What’s under the flooring? Admittedly, Exhibits Northwest does not (yet!) specialize in large format video tech — think, Giant LED Media Wall.

We refer or outsource these needs for our clients, so I’ve always been a little hands-off about taking ownership of a Media Wall as part of an exhibit strategy. But, being able to see behind the curtain (literally), to get a better understanding of how it works and how to explain to and prepare my clients for the cost (dollah dollah bills, y’all!) really helped me put some puzzle-pieces together. I slipped behind a curtain to use a hidden restroom, and low-and-behold, there was the back of a media wall! Such a great example of the specialized install skill and technology that makes them work.

Seeing a Media Wall is impressive, but the cost, time and technical skill involved in making it happen is taken for granted by the audience. There were also other cool tech innovations (moving image and RGB lightboxes, digital shadow boxes, and cookies with your printed selfie on them), but what struck me the most was really being able to see a giant Media Wall’s backside secrets!

The Magic of Team Bonding

Erica Dougherty and EXHIBITORLIVE 2019

As I said, I’ve been with Exhibits Northwest for three years, but for reasons I can only attribute to time flying by, I never really spent quality time with our team in Portland, namely, our Senior Account Executive, Laura Magdalen. Laura, thank you for being as eager as I was to get to know each other better! We experienced some MAGIC as we found out we have lots in common and can learn from each other.

We also got to hang with our newest Portland addition, Bobby Brown. Having meals and walking the show floor together, with our Manager, Michael McCord was beneficial beyond magic. We took our fast 2 days together and made the best of it, bonding over stories about spiders and food we hate. Everyone making fun of me for thinking there were two pyramids in Vegas (yeah yeah, true story, I got confused, ok!?) and laughing together as we watched Laura “schlep” her suitcase around. Bonding as a team is so crucial, and I am thankful for the magic of laughter and comradery.

And… Actual, MAGIC!

Our friends at Classic Exhibits had a performing Magician in their booth! He blew my mind several times, making me question the existence of mind-reading! Classic Exhibits is certainly “Knot Your Typical Exhibit Builder,” and they had a magician to prove it. His act was clever and thoroughly connected to the theme and message, creating a fun experience that also helped break the ice to make connections with the Classic Exhibits team. Ask me how that magician knew what I wrote on a pad of paper that he wrapped closed in a rubber band? I have no idea. But ask me how Classic Exhibits builds custom booths that impress my clients… well, that is less of a magic act and slight-of-hand, but more like the magic of teamwork.

I was told during my interview three years ago that once you get into the “Trade Show Business” you can’t leave. And I’ve heard it multiple times since then too — “Erica, you’re stuck with us now!”

OK, sounds good to me. Thank you for the welcome.

Erica Dougherty, Exhibits Northwest, erica@exhibitsnw.com

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Women In Exhibitions ~ 2nd Annual Breakfast Event

February 6th, 2019 Mel White COMMENTS
Women in Exhibition Breakfast Meeting at EXHIBITORLIVE 2019

Las Vegas, NV, February 2019 – The 2nd Annual Women In Exhibitions Breakfast will be held at EXHIBITORLIVE in the Connection Zone, February 26, 2019 from 8-10 am. This once a year opportunity brings women in the Exhibition and Event industry together to discuss challenges and success strategies, network with peers, and make new contacts.

Cost of admission includes a buffet breakfast and a special presentation from international speaker and best-selling author Sandy Jones-Kaminski. As a mentor and coach with 20+ years of marketing and business development experience, Sandy helps professionals, entrepreneurs, and business owners grow their own careers through proactive personal branding, online and offline networking activities. Sandy’s presentation will illuminate strategies for making the most of the Women In Exhibitions mentorship program and more.

Here’s What Last Year’s Attendees are Saying about the Event:

“It was empowering to be sitting in a room full of women who were actively pursuing their careers in the exhibit industry. There’s nothing quite like being with a group of career-oriented women who want to see each other succeed. I am already excited to attend this event next year.” — Jessica Diers, Diers Exhibit

“The breakfast was the highlight of my experience at the show, and I am so glad the Design Factory could be a part of it. I feel the event was a wonderful opportunity for so many women to meet, mingle, and share ideas. I hope to participate in the future.” — Chris Harvey, The Design Factory, Las Vegas

“From the initial meeting of Women in Exhibitions in Tucson in 2002, I have had the opportunity to attend many WIE meetings. The breakfast event at EXHIBITORLIVE 2018 was amazing. There were many bright, enthusiastic, experienced women sharing information and ideas. Having a guest speaker was a bonus, especially since it was interesting. I was able to connect with several women, which will be of benefit to my business. Bottom line is that it was the best meeting we have ever had for WIE.” — Jocelyn Welles, Exhibit Expressions

Register Now:

Early bird tickets are on sale now for $30, and there’s an option to sponsor a student ticket for the same price. Space is limited, purchasing tickets in advance is STRONGLY recommended. Ticket prices go up on the day of the event.

Many thanks to our Sponsors for making the 2nd Annual Women In Exhibitions Breakfast possible:

  • Diamond Sponsors: EXHIBITOR Media Group, Classic Exhibits Inc.
  • Platinum Sponsors: Optima Graphics, Exhibit Concepts
  • Gold Sponsors: Access TCA, Live Marketing, Highmark Tech, Pinnacle Exhibits, ProExhibits, Skyline-Holt, AFR Furniture Rental, Brumark, and Condit
  • Silver Sponsors: Exhibit Expressions and Steelhead Productions  

If you would like more information about this event, please call Katina Rigall Zipay at 503.652.2100 x 215 or email katina@classicexhibits.com.

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Posted in Classic Exhibit Systems, EXHIBITORLIVE, Katina Rigall, Women in Exhibitions | No Comments »

Visit Us During Strategic Partner Hours at EXHIBITORLIVE

February 4th, 2019 Mel White COMMENTS

Strategic Partner Connections

One of the best decisions EXHIBITOR ever made was creating Strategic Partner Hours from 10-11:30 am on Tuesday and Wednesday. We enjoy meeting with our Distributor Partners and Vendors during those times because it offers uninterrupted sessions to discuss your business and how Classic Exhibits can assist in your success.

Stop by during those hours, or even better, schedule a meeting with the Classic Exhibits Management Team. That will ensure you’ll have our undivided attention. See you in Vegas Baby!!

EXHIBITORLIVE Strategic Partner Connection Hours on February 26-27 in Las Vegas

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Display History — Portable Pop-Up Display

February 2nd, 2019 Mel White COMMENTS
A Brief History of Pop Up Displays

My first job in the trade show industry was with a portable pop-up display manufacturer in the mid-1990s. By then, there were half a dozen major manufacturers. To put this in perspective, the original pop-up display was introduced in 1975 by Ted Zeigler, who founded Nomadic Display.

The Pop-up Display War

At the time, there was a fierce sales battle based on the features and benefits of pop-up displays. It was war, and the side you took was fought with a take-no-prisoners approach. And lest we forget, those were the days when your salesperson would arrive at your office and demo the pop up with a certain theatrical flair.

This may seem a bit silly now. However, at the time, pop-up displays, nearly all designed and built in the United States, were an amazing invention. They made life for trade show exhibitors in 10 x 10 and 10 x 20 spaces much easier (and they were fun to open and assemble).

They shipped in portable cases, greatly reducing drayage, and could be assembled quickly and with minimal instructions. Plus, you could choose between fabric panels with Velcro graphics or spend more and have mural graphics. Prices ranged from $3600 for a basic 10 ft. with fabric panels to nearly $10,000 with graphics, shelves, lights, and a case-to-counter conversion. It seemed like a bargain compared to traditional custom wood exhibits. And it was.

Quadro Pop Up Displays Made in the USA
Pop-up Displays with Mural Panels

So, what were the differences between the various systems that seemed so important at the time?

Aluminum vs. Fiberglass

Most pop up displays were made with aluminum. Some with round tubes. Others with square tubes. And even in the round tube community there was bickering about the quality of the aluminum (aircraft grade vs. non-aircraft grade) and the diameter of the tube. One manufacturer took a different approach and make their frame with fiberglass rods.

Self-Locking vs Connectors

There was no middle ground on the connector feature. The self-locking frame zealots included the original and most well-known brand. Anyone who demo’d it made sure to emphasize the “magic” when opening it. And frankly, if you hadn’t seen it before, it was pretty darn impressive. All other frames had connectors which gave the frames rigidity. The number of connectors varied — some having as few as six to others having as many as 15. Then there was the battle of which connector was easier and more durable, which was valid if often overstated.

Channel Bars

As if the frame differences weren’t enough, then there were the channel bars, which are the vertical bars that hold the fabric and graphic panels. This was a financial goldmine for intellectual patent attorneys as manufacturers engineered changes to address or negate their competitor’s perceived advantages. In short, the differences fell into three camps: individual channel bars, attached channel bars (using fabric or elastic), and folding or sliding channel bars.

In addition, salespeople would sing the praises of whether the channel bar was steel, aluminum, or plastic and whether the panel connection was magnet-to-magnet or magnet-to-metal. If you believed them, it really, really mattered and making the wrong (or right) decision could alter the course of your life.

Roto-molded Portable Cases

This came down to three distinctions:

  1. Does the 10 ft. pop up pack in two smaller (and lighter) cases or one larger case.
  2. Does the internal packing have all the bells and whistles to keep at the parts tidy or more basic packaging to save cost.
  3. Do the case(s) allow for a case-to-counter conversion option and how easy was the conversion to assemble.
Floating Graphic Pop Up Display
Floating Graphic Pop-up Displays

In 2022

Let’s jump ahead to 2022. Are there the same differences among pop ups on the market? Yes. But they don’t seem to matter to most exhibitors. It’s really about features, price, and whether the exhibitor wants to make a short-term or long-term investment in their pop-up display. Even that depends on how often they use it every year.

Fortunately, exhibitors no longer have to settle for a basic 10 ft. curve. There are now pop up frames with tension fabric graphics, backlighting, and even SEG, along with LED lights and robust shelving options. And as you can imagine, price points vary widely depending on features and quality.

It pays to ask questions even on the less expensive models, especially if the price seems too good to be true. We live in a find-and-click world, but a display purchase should always include a conversation or email/text exchange with a knowledgeable professional to make sure the display will fulfill your trade show marketing goals. Things break. Will the display last multiple years? Are replacement parts available? Where do you go when you need new mural panels?

Let us know if we can assist you with your next display purchase, whether it’s portable, modular, or custom. See the links for more information about the FGS and Quadro Pop Up Displays. Happy Exhibiting!

–Mel White
mel@classicexhibits.com
http://www.linkedin.com/in/melmwhite

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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.

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An Interview with Tom Beard, National Sales Manager of Eco-Systems Sustainable Exhibits

January 12th, 2019 Mel White COMMENTS

So much has changed over the past 10 years regarding recycling and sustainability. Most medium to large companies have corporate sustainability policies. And we are all much more aware of how our actions affect the planet.

Eco-Systems Sustainable Exhibits has been a leader in responsible trade show exhibiting since 1997. From the very beginning, they focused on combining green materials with affordable upscale design. They believe that a booth doesn’t have to look “crunchy” to be green. It simply has to be sustainable.

Recently, we sat down with Tom Beard, the National Sales Manager of Eco-Systems Sustainable Exhibits, and asked him eight questions about the company and 2019 trade show marketing trends.

Q1. You’ve been on the road a lot in 2018 visiting Eco-Systems distributors. What have you learned/discovered?

I’ve discovered that distributors love our designs. It’s the one thing I hear the most when visiting our partners, followed by how much they enjoy working with our team.

I have spent a fair amount of time this past year being a myth buster. There was a belief that purchasing an eco-friendly booth was more expensive and only for exhibitors needing a sustainable exhibit. Both are not true.

Q2. What are your plans for 2019?

My plan for 2019 is to visit the Eco-Systems distributors that I didn’t meet in 2018 and make follow-up visits with those I was able to see. I’m an old school guy that loves meeting people face-to-face and learning about their business and talking about how the Eco-Systems team can be a valuable resource to them.

Feedback from our distributors is very important to us and helps us to become a better partner. I will also continue to dispel any myths about purchasing a sustainable exhibit.

Q3. Have you seen any specific design trends the past year based on your distributor requests?

We continue to get a lot of requests for Islands that can be reconfigured to 10 x 10 and 10 x 20 inlines using the same components. We have seen more solid wall structures incorporated with SEG graphic light boxes and quite a few requests for custom designs outside of the kit options we have on our website.

Q4. The term “FSC Certified Wood Crate” is listed on most Eco-Systems kits. What does that mean and why is it important?

FSC is The Forest Stewardship Council which certifies that the wood we use is harvested sustainably and comes from responsibly managed forests. It’s important because the FSC certification helps protect fragile eco-systems, prevents illegal logging, and provides re-planting plans to ensure we have plenty of resources in the future.

Q5. What do you wish the typical Eco-Systems Distributor understood about Eco-Systems?

That our singular goal is to provide our distributors with a design that meets their client’s expectations visually and financially regardless of the materials we use to build the exhibit. Plus, we’re more than just a portable modular manufacturer. We have amazing custom capabilities as well.

Q6. My client hasn’t asked for an eco-friendly exhibit. Why should I show them Eco-Systems designs?

It’s all about the designs we offer and how we support our distributors. Then there’s the added benefit of using eco-friendly materials that are of equal quality to standard materials and aren’t more expensive. The best of all worlds!!

Q7. What’s the history of Eco-Systems Sustainable Exhibits?

Eco-Systems was founded in 2007 and is based in Grand Rapids, MI. We immediately began using ClassicMODUL extrusions in our systems, and until 2010, we did all our manufacturing in Grand Rapids. In 2010, we were acquired by an investor and became a sister company to Classic Exhibits and moved our production to Portland OR but kept our corporate office in Grand Rapids.

Q8. Assuming you’ll be at EXHIBITORLIVE 2019, what are the three questions you want attendees or Distributors to ask you about Eco-Systems?

  1. What makes your designs different?
  2. Are the eco-friendly materials you use of equal quality and price to standard materials?
  3. What makes Eco-Systems unique?

Visit Eco-Systems Sustainable Exhibits at www.ecosystemsdisplays.com. You can contact Tom Beard, National Sales Manager, at tom@ecosystemsdisplays.com or 616-726-6563. Or visit them at EXHIBITORLIVE in Booth #1941.

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