Trade Show TalesBlog

Posts Tagged ‘Classic Exhibits’

Is Your Exhibit an Oreo, a Fig Newton, or a Nilla Wafer?

September 12th, 2016 COMMENTS

Trade Show Displays as Cookies

Sugar and More Sugar

As someone who grew up in the 60s and 70s, I consumed a lot of sugar. I mean A LOT. Kool-Aid, Popsicles, Shasta pop, ice cream, breakfast cereal, and every Hostess snack from Twinkies to Ding Dongs (perhaps the best product name ever!). Sugar and salt balanced endless dinners of casseroles and salads with mayonnaise. It was a great childhood.

The sugar feeding frenzy wouldn’t have been complete without packaged cookies. My mother called the shots when it came to cookies, which meant she bought store or off-brand cookies most of the time. But occasionally, she would splurge for the name brand. And, like every kid, I loved Oreos best.

Trade Show ExhibitsMy parents would gladly eat sugar wafers or ginger snaps. Not us kids. We fought for Oreos. Would settle for Fig Newtons. And cried and pouted if given a Nilla Wafer (unless drenched in banana pudding).

This experience gave me a solid foundation for judging things. As an adult I can rate just about everything on a cookie scale. For brevity, I’ll limit myself to Oreos, Fig Newtons, and Nilla Wafers, but be assured that the “science” behind my methodology includes Frosted Animal Cookies, Pepperidge Farms (as a collective group), Girl Scout Thin Mints, and Chips Ahoy. And, while I love peanut butter cookies, no prepackaged cookies can ever compare to homemade ones. That’s just a fact.

Now, when it comes to trade show exhibits, specifically 10 and 20 ft. inline displays, categorizing them has never been an issue. There are pop-ups, hybrids, modular laminate, custom, and basic tube and pillowcase graphic displays. But those labels are just labels, and not practical, oh-so satisfying cookie evaluations.

Nilla Wafers.

Trade Show Exhibits as Nilla WafersIf you notice these inlines, it’s usually for all wrong reasons — fuzzy graphics, broken hardware, or a general “vanilla” appearance. In addition, they’re bland in design and accessories. No monitor, shelves, pedestals, storage. No tablet stand, computer, or lightbox. It’s a tradeshow display in the same way a Nilla Vanilla is a cookie. Basic, unassuming, aesthetically similar to every other opening price point display. It got you there, but no one’s going to assume you’re a Fortune 1000 company.

Fig Newtons.

You either love Fig Newtons or you don’t. There’s no in-between. The equivalent inline has the same characteristics. Attendees are drawn to it because it takes design risks. There may be curves, headers, accessories, and a creative counter with storage. The graphics are layered with a mix of fabric and direct prints. Fig Newton displays often come in a variety of “visual flavors,” each with slightly different creative variation. You’ll never mistake a Fig Newton display for a Nilla Wafer one. And while you may not always like everything about it, attendees notice it on the show floor. Which is what exhibitors want.

Oreos.

Trade Show Exhibits as OreosOreos are the cookie equivalent of royalty. The traditional Oreo is the king; there are also Oreo queens, dukes, counts, princesses, and barons. They rule in a 20th century sort of way. No real power, just a commanding presence that demands respect. You’ve seen these 10 and 20 ft. inlines on the show floor. The booth is beautiful. The graphics are spectacular. The design, the aesthetics, and the function are seamless.

You approach it, mesmerized by its allure. You find yourself lingering. Need water. It’s there. A freshly baked treat? They have a tray of brownies. The product video is captivating. The lead retrieval questions never seem threatening or intrusive. You understand what they do, and yet, you still want to know more. It’s not that the exhibit is expensive. It’s that the design is flawless, and the booth staff is attentive, knowledgeable, and professional. It’s that perfect display “cookie” which always satisfies and can be tailored to your trade show tastes.

You have a choice in inline displays just as you do with cookies. But unlike cookies, when it comes to a trade show display, you are not choosing what you want but what others want. How do you want to attract attendees? How do you want to be perceived? And lest you think it’s all about price, it’s not. Well-designed inline displays come in all price points. And well-trained booth staffers are priceless.

If that seems intimidating or overwhelming, then never fear. Find an exhibit house with an established history of success and grab securely on their coattails. They understand trade show displays. And possibly cookies.

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

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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.

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Our 4th FABulous Year! | Event Marketer FAB 50

September 10th, 2016 2 COMMENTS

Event Marketer Fab 50 2016 Exhibit Fabricator

It’s September! And activity is CLEARLY on the upswing based on your design and quote requests last week. Talk about a green flag start to the fall season. Thanks as always for trusting us with your projects. It’s very much appreciated!

In addition to this week being busy, it’s also been FABULOUS! Why you ask? Because for the fourth straight year, Classic Exhibits Inc. was honored as an Event Marketer FAB 50. The FAB 50 names the Top 50 Exhibit Fabricators in North America. This is a judged listing, not a popularity contest, complete with a comprehensive application and background check.

We are proud and humbled by this honor, considering the other 49 honorees. All amazing companies in our industry. And 30 are also Classic Exhibits Distributors/Partners. Wow!

So a huge KUDOS to those named to the 2016 Fab 50. Very well deserved to one and all.

Event Marketer Fab 50 Exhibit Fabricators

We’re the highlight one with the arrow. 😉

Like you, we take our responsibilities very seriously and even personally. This is a testament to our employees — the Designers, Project Managers, Detailers, Accounting, Purchasing, and our talented Production team. This recognition speaks to their commitment to Shared Success which serves as the foundation of our company. Thank you.

Finally, a BIG THANKS to Event Marketer and to the judges. We’re not a traditional custom house, although we build custom exhibits. In some ways, it would be easy to overlook us. And yet… you haven’t. You recognized the qualities that make us different from every other exhibit builder. For that, we are very, very grateful.

Finally, for all the parents reading this, school is back in session. For those with young kids (K thru 12) can I get an AMEN?! I don’t know about you, but I love my kiddos dearly, but I am so happy to be back on a normal schedule. Summer is supposed to be a time for rest and relaxation. Not in my house. It’s all about chasing kids. 🙂

Looking forward to seeing and talking to you during the busy fall season.

Have a great weekend with you and yours.

–Kevin
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Classic Exhibits | Our New Home Page

August 28th, 2016 2 COMMENTS

Classic Exhibits Home Page

Launching a new website/webpage should be anti-climactic. It’s 2016. Around the world, thousands of new websites are created every day. And yet… When we launched our new home page last week, I was giddy. That’s a rare sight. Just ask Jen or Reid.

The new home page is beautiful, practical, and efficient. Our previous home page was focused on products and resources. The new site adds secondary layers showing our story, capabilities, and values. Anyone who visits Classic, whether for a tour, product preview, or Shared Knowledge University, realizes that the Classic Story is so much deeper than just our 1400 products. It’s special in a way that is hard to translate without being here. Which doesn’t mean it can’t be done on a website. But we knew it would be challenging.

Our Approach

We adopted the current website design of “banding” — i.e., horizontal layers stacked in a vertical scroll. There are seven bands, excluding the header and footer.

  1. Company Video w/ a Short and Long Version (click on the speaker)
  2. The Shared Success Formula (Values Statement)
  3. Key Menu Blocks
  4. Classic Rental Solutions
  5. Recent Work — Past Five Days (Scroll)
  6. Products Updates and News
  7. CE Website Links

Classic Exhibits Home Page

This layered approach attempts to show website visitors “What We Do” and “Who We Are.”  As a Classic Distributor, you may not delve into the “Who We Are” sections more than once or twice. However, our website traffic has increased significantly over the years. Search engines see us as a content-rich destination for anyone interested in trade show marketing, industry news, and designs. It’s those visitors who will see, hear, and feel the big picture message on the home page.

Additional Changes

Printable, Downloadable Trade Show Literature
In addition, we’ve added a literature image link. Clicking on it will take you to a webpage where product sheets can be reviewed and downloaded. Second, we’ve reorganized the drop-down menu items so they’re easier to navigate.

More changes are coming, particularly in Exhibit Design Search (both Classic and the branded versions). You’ll see those in the next month or two.

As always, a huge thanks to Tony and Glenna, who did the real work, and to everyone at Classic who reviewed the beta site and offered their advice and suggestions. Shared Success… it’s how we continue to thrive.

We’d love to hear from you about the home page modifications. Your suggestions are always welcome and encouraged.

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

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

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.

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The Life Cycle of a Portable Hybrid Display

August 16th, 2016 2 COMMENTS

quality2

I need to gripe… so I can move on.

Quality Cycles

As you know, all products have cycles. No surprise there. However, one cycle that’s rare discussed is the quality cycle.

In general, first generation (new) products are introduced with mid-level quality. Meaning, while the materials may be of a higher quality, there are always bugs, features, etc. that lessen the “perceived” value. Those are remedied quickly, and the quality improves. Think first generation smartphones, cars, or footwear.

If the product is successful, then others rapidly enter the market. Some add features at the same quality level, but others look for ways to cut costs and the selling price. That may include improving production, increasing volume (and lowing their margins), or the tried-and-true method of making a cheaper version with less optimal or alternative materials. These products may look the same, but rarely perform as well as the higher-quality versions.

What Do We Do?

As customers, we experiment with the look-a-like cheaper versions, ex. shoes, lawnmowers, jewelry, or BBQ grills. We discover that price is usually a good indicator of quality. That doesn’t mean we won’t buy a less expensive suit or dress, for example, but we understand that it won’t perform at same level as the more expensive one.

You know this, intuitively. In our business, exhibitors are often confused by a product that appears to be the same but is less expensive. Pop Ups and Banner Stands fit this pattern. You know that and are able to describe the differences to your customers based on your experiences with those products.

Can you do the same with Portable Hybrid Displays? That’s much harder.

1202_render_1bEarlier this week, I saw a 10 ft. hybrid backwall for $1,759. It included plex wings, a fabric graphic, lights, and a case. Great price on a kit that looks similar to a Sacagawea Portable Hybrid at around $4000.

I often see the bargain imported hybrids on the trade show floor, so I thought I’d share what I see as the major differences. These are not obvious, especially if your only point of reference is an online rendering.

1. Much lower quality aluminum (softer) with thinner walls, less internal ribbing, and minimal anodizing. Meaning it will dent, scratch, distort, and discolor after two or three shows. Do you recall when pop ups displays always featured “aircraft grade” aluminum? It matters.

2. Hinky hardware connections (yes, I said hinky!). I can’t tell you how many I’ve seen leaning like the Tower of Pisa. Most of the time, the connections are not repairable on the budget hybrids.

3. First or second generation dye-sublimation printing on low thread-count fabric. The images are muted, and the fabric is more prone to ripping and distorting. It’s clearly not HD quality. It’s like buying a shirt at H&M. You don’t expect it to last.

4. Minimal packaging. Basic foam and tape for one-time use. This increases the chances of damage and lost pieces — significantly.

5. 100% tool assembly and caricature-like instructions. Makes me appreciate IKEA instructions.
Plus limited upgrades and accessories.

6. Low quality roto-molded cases. The plastic walls crack, buckles break, or handles snap after several shipments. You know you’re in trouble when the case is held together with duct tape.

7. Lastly, the warranty is laughable. Not happy? Want to return it? Now you are just making my sides hurt.
lawnmower

Let’s Not Kid Ourselves

There is a market for these basic hybrids. And there should be. But as exhibit professionals, we shouldn’t present them as comparable to higher-quality portable hybrids, especially to our corporate clients who want a durable, attractive, and easy-to-assemble display.

Allow me to put this in perspective with a personal example. Quite a few years ago, I purchased a $169 lawnmower. It lasted four years and did an OK job, except for the wheels always falling off. Then I bought a Toro for $325. It has lasted 10 years and does an AMAZING job, and I expect it will last another 5 years. My all-to-friendly neighbor agrees.

Your customer will always buy based on their budget. And you are going to sell them what they can afford. No complaints here. However, as the “tactful professional” is important for them to understand what they are getting (and not getting) on any display purchase.

I’m better now. And I’ll move on. Comments? Please share.

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

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

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.

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Trade Show Tips to the Beat of the 2010s

August 15th, 2016 1 COMMENT

2010

The Keys to a Successful Trade Show:  The Follow-Up

Advicertainment by M. Christine Delea

The two biggest mistakes regarding trade shows? People not planning ahead of time, and people not following up once they get home. Some people claim trade shows aren’t worth the cost — but if you don’t continue the relationships you start at shows, you haven’t fulfilled the potential of the show. No wonder some people get so stressed out.

Your Lips are Moving

lipsSo open your email, pull out your phone, and say hello to those people you met a few days ago. No hard sell, just a friendly greeting. Get your lips moving and connect with potential customers — remind them who you are. Send an actual handwritten note to loyal customers. I’m not the only one who will tell you that leaving a blank space is a huge mistake. Nothing fancy is necessary. Just get ahead of the wave, and you will stand out.

The fact that business tools are changing is one of the few rules of business that doesn’t change. Use every aspect of technology at your disposal to show off how incredible you were at the trade show and to reconnect with people who attended as well as those who did not (those who had to stay home can get some cheap thrills vicariously, as well as learn from your great photos and notes).  As usual, all of your business correspondence should have as its underlying principle: I would do anything for you.

lenka2

Act as if there is a countdown clock for the ideas and inspiration you learned at the trade show, and share those as soon as possible with colleagues who weren’t there. Tell them everything at once if need be. Shared ideas can spur more innovations, and you need to look ahead to the next trade show.

And speaking of those colleagues, be sure you thank and congratulate all those who made the trade show so successful. It’s not tacky to let folks know that you really like them. Everyone likes to be appreciated.

Make your trade shows pay off. Follow up and follow through once you get home. You can be the Queen or the King of trade shows if you keep up with others after the show is over. Your customers will appreciate you remembering them.

Posts in the Series:

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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.

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