Trade Show TalesBlog

Posts Tagged ‘Classic Exhibits’

How to Make Your Itsy-Bitsy Company Look Like a Really BIG Company

July 26th, 2018 COMMENTS

TIm Patterson -- TradeshowGuy

Right Sizing Your Company

Let’s say you are a small company. Whatever that means. But you want to appear bigger because bigger is better, right? How do potential customers perceive you when they see your website? What clues do you leave that tell your story and let customers know you are big enough to handle their business, yet still small enough to build a good working relationship?

Why would you want to appear big? Not everyone does. Many entrepreneurs position their company as a boutique business that specializes in working with a very specific type of client.

Perhaps the question isn’t that you should look bigger, but to ensure the right companies find you. Not so long ago, prospective clients would judge you based on size of your brick-and-mortar store and zip code. Then they’d gauge your ability to handle their needs. Sometimes a small neighborhood hardware store with personal service will serve a customer better than a big box store.

Looking Bigger and Attracting Crowds

Perception is everything, especially in the beginning. I’m guessing that 98% of your potential client’s first interaction will be online, even if they’ve gotten a referral. They type in a search term in their browser, look through the first 5 or 6 results, click one, and begin eyeing your website. All assuming you appeared in those search results. Or if they have your company’s name, they’ll search directly for you.

When I first started my website many years ago, I chose not to go the pay-per-click route. Instead, I wanted to share my tradeshow knowledge and the knowledge of others online. Yes, it takes more time, but the results won’t disappear if I don’t feed the PPC meter.

Crowds at a Trade Show

Blogging

One way to appear bigger – to show that you have a larger reach than bigger companies – is to blog. And to do it consistently. Hundreds of people come to my blog, TradeshowGuy Blog, through random searches. The most popular might surprise you. For instance, one of the most-viewed this year is a post on how a SWOT Analysis applies to tradeshows. Yes, strengths, weaknesses, opportunities, and threats. A good 50% are folks outside the USA. Interesting.

The next most popular post is Skills a Tradeshow Manager Needs. Following that is one on how to replace paper at tradeshows using digital technology (a guest post from 2015). Followed by How to Build a Tradeshow-specific Landing Page. Notice anything unique. All are geared to teach specific skills.

With over 700 posts in the past 9+ years, the search engines have archived them all, so random tradeshow-related searches will find them.

Many years ago, I made a commitment to post regularly on a variety of industry topics. The goal was consistency. Write one or two a week and see if it leads to more opportunities. And, it did.

Vlogging/Podcasts

TradeshowGuy Mnnday Morning CoffeeEach week, I publish the TradeshowGuy Monday Morning Coffee vlog/podcast. While individual podcasts aren’t in the Top Ten, the category is in the Top Five most-viewed. Which means that a specific podcast might not get a lot of views, but people are searching to see what’s been posted recently. Together that tells me three things:  the podcast is gaining traction, the time investment is worth it, and each interview builds relationships with interviewees, who are mostly in the tradeshow industry.

Someone once asked me, “Does blogging, podcasting, publishing a weekly newsletter, posting videos on YouTube channel and spending time on social media actually result in more business?”

In 2016, 66% of our business at TradeshowGuy Exhibits came from people who found me online. In 2017, it was less than ten percent. In 2018, frankly it’s a bit fuzzier. But, when I communicate with potential clients, through cold calling, email, or simply reaching out to folks I know the feedback is always positive when they receive a link to specific post, video, or podcast.  Just experiencing the extent of the posts (video, audio, photographic, lists, etc.) provides me with instant credibility. They realize I’m offering expertise and solutions, not just a product.

YouTube Videos

I’ve had a YouTube channel for almost a decade. In the beginning, I had no idea what I was doing other than creating a few how-to videos and tradeshow advice. I didn’t post regularly, and the views were limited. In a sense, that’s still the case, although I create a video version of my podcast and post it as another way to share content.

I believe that creating good content makes the TradeshowGuy Exhibits look bigger, and putting it online makes it easier and more likely for potential customers to find me.  

Trade Show Exhibits

Exhibit Design Search

Frankly, so does Exhibit Design Search (EDS), which is a branded search tool that looks like it’s part of our websites. EDS is the work of our main design and fabrication partner, Classic Exhibits, and we use it all the time. When we send ideas from EDS to potential clients the reaction is often “Wow! I had no idea you could do all of that!” Aligning yourself with a company that offers great tools expands your virtual heft.

We also have a handful of other URLs that are used for various purposes. For example, TradeshowSuccessBook.com is a landing page that offers a free digital download of my first book in exchange for subscribing to my newsletter. TradeshowSuperheroes.com is a book-specific page solely for promoting and sharing information on my second book. TradeshowExhibitBuyersKit.com is a landing page to promote a package of tools for potential exhibit buyers. And TradeshowGuyWebinars.com is a collection of helpful webinars.

Two Things

So, what’s important to me? When I consult with clients and prospects, I want them to know two things:

  1. When you work with TradeshowGuy, you’re always working directly with me or someone with the same expertise. We’re small but with big resources.
  2. Our success is tied to your success. If we make a company’s tradeshow manager look good — by doing a great job, by providing an excellent service, and by designing and fabricating an exhibit that gets noticed on the show floor –we’ve done our job. If we make you look good, we feel good. It’s as simple as that. And if looking big makes us a better, more approachable partner, then that’s a great byproduct.

Tim Patterson (Guest Post)

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After 25+ years as a radio on-air personality, Tim Patterson became the TradeshowGuy. He blogs regularly at TradeshowGuyBlog.com and is the host of the weekly vlog/podcast TradeshowGuy Monday Morning Coffee. After spending 9 nears as VP of Sales and Marketing at Interpretive Exhibits, Tim is currently owner of TradeshowGuy Exhibits in Salem, Oregon.  His company works with exhibitors to improve their tradeshow marketing presence and bring in more qualified leads. Find him on Twitter at @TradeshowGuy and on LinkedIn @ https://www.linkedin.com/in/timothypatterson/

Two Full Buckets of Exhibit Design Search Upgrades

July 20th, 2018 COMMENTS

Exhibit Design Search Updates

Recently, we made multiple upgrades to Exhibit Design Search, which probably isn’t a big surprise. 😉 The upgrades fall into two buckets:

EDS Bucket #1: 

We reorganized the EDS Home Page.

1) Modern Islands & Inlines now has 12 galleries.

It includes ALL inlines and islands, except for the tension fabric pop-ups from Optima (like the X1 and NEXT!). We kept all the Optima (OP) products together (see gallery header #4). 

2)  The ecoSmart line from Eco-Systems Sustainable Displays expanded to three galleries: 

3)  The Price and Display Type drop-down menus include more price ranges and products. 

4)  There’s a new P5D Button (no longer buried in Photos)

5)  EVEN MORE Rental Designs from Classic Rental Solutions

EDS Bucket #2:

Exhibit Design Search UpdatesAdditions to our Strategic Partner Galleries.

1)  Display Supply and Lighting (DS) made extensive changes to their Lighting gallery, including: 

  • Zig Zag LED Tape
  • RGB Modular Strips
  • LEDSTRAND Lights: Magnetic LumiRail System (Rail, Magnetic Light Modules, LUMIRAIL Kit, LUMI Power Supply)
  • LED Stick Lights (High Output and Super High output – Flat, Round and Angled options)
  • “U” Series LED Slim Line Fixture
  • LED Flex Panel Quick Kits
  • LED Pendant Lights
  • LED Ceiling Mount Fixtures
  • LED Wall Sconce Fixtures

 2)  Brumark (BR) added new products and revised existing ones, such as:

  • Image White Flex Floor
  • Chilewich Tiles with BioFelt in Basketweave, Lounge, and Rib Weave
  • NextGen Carpeting

3)  The CORT (CT) Furniture Rental Galleries are REVISED with a larger assortment and the latest designs. Definitely worth reviewing the changes. 

That’s it. Well…. for this week.

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

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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.

Gravitee One-Step Tower with Closet | GK-5156 Disassembly Video

July 2nd, 2018 COMMENTS

Short Introduction

The Gravitee One-Step Tower in the video was built for Shared Knowledge University. It’s a GK-5156 which re-configures into a GK-5155 and GK-2010. We used the tower as a training tool for Classic Distributors to show them: 

  • How Gravitee connects and stacks without tools or loose parts
  • How SEG fabric and direct print graphics attach
  • How easily it disassembles (and by extension assembles)
  • The locking closet door
  • The overall stability of the tower
  • Finally, how the panels nest for shipping

The video shows three Classic Production Employees casually dismantling it. We increased the playback to 4X. Note:  The inline structure with flat and curved frames to the right of the tower is also Gravitee. 

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

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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.

Thoughts from Shared Knowledge University | June 2018

June 30th, 2018 COMMENTS

What Makes Classic Exhibits Different? 

Returning home from our Spring/Summer session of Shared Knowledge University, I was struck by a quote from the airline magazine. It was an article on food. This particular restaurateur, when asked about the time and preparation that goes into making food for his customers, was quoted as saying, “We want to engage in life, not just a transaction.” Whoa! After spending two days engaging with an exceptional group of exhibit house and strategic partners, I couldn’t have described the experience any better myself.

It brings to mind something that I am often asked about, “What makes Classic Exhibits different?” It’s my opportunity to speak about our culture of sharing and creating. Sharing our innovation and production capabilities to help your clients engage their audience on the trade show floor is a primary focus for us. It’s never about rolling up to bin A12 and pulling a complete 10×10, 10×20, or island exhibit design off the shelf and sending it off to Las Vegas or Chicago. It’s about choices. Laminate, graphics, monitors, hanging signs, charging tables. The list for design and engagement opportunities goes on. I think we are hitting our stride in that way. The options for creating and building a design are vast. Helping our partners do this consistently, timely, and at a fair price is what we strive for.

Are there transactions involved? Sure there are! But we have the ability and I dare say the responsibility about making it so much more than “Show me the money!”

I can’t thank our partners enough for taking time out of their busy worlds to join us for SKU. It’s validating to say the least to have a group nod their heads and say, “Wow! This is exactly what you said it would be.” And to all of our partners who have yet to experience a Shared Knowledge University session… the November SKU is just around the corner! No seriously! It is!

Our sincere thanks to everyone who attended and participated in Shared Knowledge University. Wishing you much success in 2018. 

Jen LaBruzza
National Sales Manager
jen@classicexhibits.com 

How Three “Gutsy” Exhibit Companies Changed Their Businesses

June 26th, 2018 COMMENTS

Gutsy Business Decisions

I am fortunate. Nearly every day, I hear stories about trade shows and the exhibition industry. We all know the ones we’ve heard before, ones that vex our industry and that no one seems willing to change, like drayage. Then there are the stories that prove that people can make gutsy decisions about their business when force of habit and fear makes it nearly impossible. I love those stories. It reminds me that “grit, planning, and vision” are within the grasp of everyone if they choose to see a problem as an opportunity.

Allow me to share three examples. All three are Classic Exhibits Distributors who knew they had to change their business model and did. I’ve heard the same stories from others over the years who knew they needed to change… but sadly chose to head down the same well-worn path.

No names. And admittedly, Classic Exhibits benefited as well as the distributor.

Bottomline Displays

About a year before The Great Recession, Bottomline Displays was purchased. The new owner had a solid business background, but no experience in the exhibit industry. At the time, Bottomline sold mostly mid-line exhibits from several recognized large manufacturers. That changed from 2008 to 2016, when the focus shifted from trade show marketing to display sales. When you are fighting to save your new business, selling anything is what matters most.

What was a necessity became a business model, even as the economy improved. The owner and his team pushed to close every sale within 20-30 minutes, which meant selling on price, not on the customer’s trade show marketing requirements. It became a habit, learned year after year without a solid foundation in trade shows or a background in corporate exhibit needs.

One day, he called me. He said, “I need to move upstream. There’s no long-term future for me or my employees selling banner stands and $1499 10 ft. displays.” Honestly, I bit my tongue. I’d heard it many times before from other distributors, only to see them revert to the sales model they knew. I encouraged him to ask his clients about their tradeshow marketing goals and spend less time on showing them examples. I suggested he rely more on consultation and design, even if the solution ends up being a standard kit.

The turning point came several months later after losing an island opportunity. He asked for advice on a potential client with a $105,000 20 x 20 budget. We told him to arrange a phone meeting with a Classic Exhibits Designer, the client, and him. Then let the designer do what the designer does best. Ask questions. He sold it, and since then, has sold several more islands along with customized inlines. He still sells banner stands and $1499 inlines, but they are no longer his default sales.

$125,000+ Custom House

There are two variations. One starts with the rule, “Unless the client has $125,000 to spend on a project don’t waste your time on them.” There’s nothing subtle about this. And, nothing wrong with it. The custom exhibit house has decided to focus on projects with a sizeable trade show budget. The other variation requires Account Executives to handle smaller orders, primarily for existing clients but occasionally for those with long-term potential.

Both strategies seem reasonable, until they aren’t.

This custom house tried both approaches, not once or twice, but multiple times depending on the AE or the latest management team. Nothing worked. Customers were told to go elsewhere for smaller properties (and did, sometimes permanently). Or they received uninformed advice from an AE who didn’t know the products or the suppliers. In both cases, they were losing customers to more nimble distributors or providing questionable customer service to clients who needed more expertise.

The solution was relatively painless and straightforward. They hired an AE/PM to be the in-house expert on portable/modular/hybrid displays. It wasn’t a stepping stone to become a custom AE. They were given the same respect and responsibility. The only difference was that this AE/PM could earn a higher % on orders he/she initiated or a lower % percentage on referral orders from custom Account Executives. They were incentivized to focus on smaller display solutions.

Sales soared. Existing custom clients didn’t have to go elsewhere. They got what they needed along with the expertise they expected. AE’s had an in-house expert to assist them on products they frankly didn’t want to learn about anyway. Potential clients with smaller budgets (and potential) were introduced to the benefits of working with a custom house. Everyone got exactly what they wanted, including the suppliers who benefited from a dedicated contact who learned their products and processes.   

Here’s the funny thing. This custom house had tried this once before and it worked amazing well. Then the AE was recruited by another custom house. They didn’t replace the AE, only to have portable/modular sales plummet by $725,000. Four years later, the GM decided to try a “new approach.” She hired someone dedicated to systems sales. Not surprisingly, sales rebounded. 

Franchise Exhibits

You’ve heard about this distributor even if you don’t know them personally. Years ago, they hitched their business wagon to one manufacturer. It’s been a good ride and a safe one, despite the restrictions. But as business conditions changed, requiring a more flexible approach, the relationship between the manufacturer and distributor became more of a controlling helicopter parent than a partnership. Even worse, the child became a red-headed step-child to a host of fair-haired newborns.

For most distributors, it made sense to stay in this toxic relationship. The margins were good. The products and processes predictable. Just bite your tongue for another year and tell yourself “Why traumatize clients and employees? They depend on you. Stay the course and maybe something will change.” 

Franchise Exhibits eventually came to a different conclusion. The future wasn’t safe or predictable in the current model. To grow and to service their clients, they needed more options and greater flexibility within the trade show market. That meant trauma since everything had to change. New name. New suppliers. New products. New marketing. New processes. And in some cases, new people who weren’t onboard.

Mostly, it meant uncertainty, even with months of planning and preparation.

To minimize the impact, they did three things amazingly well. First, they talked to former Franchise distributors who had made the same decision years before. Those distributors told them how it would affect their business, negatively and positively, and how to address the change with employees and clients who may not understand why leaving a franchise model made sense. At the same time, they offered them advice on suppliers and how those suppliers differed from their current one.

Secondly, they planned. They were committed to making the decision on their terms. No knee-jerk decision. No scrambling for partnerships. They took a hard look at their business and decided what they could do, couldn’t do, and what opportunities they wanted to explore in this new model.

Finally, they set expectations and a path for success, not only within their organization but also with vendors.

Has it been successful? To be honest, it’s too soon to tell. But, the transition has been far less impactful than they expected on both their employees and customers. They’ve discovered that there’s more innovative products on the market than they were told. The biggest change… they are getting treated as a customer by suppliers who care about their success. They still flinch at times and there’s a lingering paranoia, but they will survive and thrive. Freedom tends to spark that in competent business people.

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

**********************************************

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.