Trade Show TalesBlog

Posts Tagged ‘Classic Exhibits’

« Older Entries
Newer Entries »

5 Classic Tips x 5 Days = 25 Highlights | Day #3

November 9th, 2016 Mel White COMMENTS

tipsday3

Finding the Right Tool is a Blessing.

What tools do your fellow distributors use on the Classic Exhibits website? Here are the Top 5. Some may surprise you.

Tip #11 — EDS Search

I know. Duh? With EDS, you can search for kits (VK-1234), features (shelves), and products (Aero). Just as helpful is Advanced Search, a link below the Search box. Advanced Search allows you to further narrow your search by a price range, product line, and feature (i.e., monitors). You can also sort by lowest to highest prices, newest designs, and even alphabetically.

Tip #12 — My Gallery

There is no EDS tool more powerful than My Gallery. Often imitated, never duplicated. Tips #12 – #15 could be just on My Gallery. My Gallery lets you build a listing that includes not only kits, but also photos and articles. Imagine being a client who gets a My Gallery link with kit renderings, kit photos, and articles on successful trade show marketing. That’s a very powerful consultative message.

I urge you to use the URL tool in My Gallery. It’s the easiest way to share ideas from your personal email address and branded EDS site.

Tip #13 — Search for Setup Instructions

Search for Setup Instructions = INSTANT SMILE. There’s no happier tool on the Classic Exhibits website. For ten years, we’ve loaded all setup instructions into a database. At the same time, we’ve told your customers where to find their instructions using stickers on their setup instructions booklets, cases, and crates.

No need to panic on Sunday morning in Las Vegas or Orlando. Simply enter the URL into your phone, tablet, or laptop and type in the five-digit order number. Voila! The PDF of the instructions. We are baffled why every manufacturer doesn’t do this.

Tip #14 — Peek-a-Booth Webcams

“Are you kidding me? That’s brilliant!” That’s the typical response when we describe Peek-a-Booth to new Classic Distributors. But you don’t have to be a newbie to appreciate Peek-a-Booth. We have five webcams mounted in our shop:  (3) in the purchase setup and (2) in the rental setup. These are pan and zoom webcams. Perfect for previewing your order before it ships.

Save your client the time and effort of having to ship their display to your facility for a preview. Let Peek-a-Booth be the preview. Ask a PM for the username and password. Then guard it with your life!

Tip #15 — Exhibit Specials and Lightning Deals

eds-lightning-deal-largeWhat’s the difference between Exhibit Specials and Lightning Deal? Exhibit Specials are multiple kits at promotional prices for two months. The key — “two months.” The Lightning Deal is an aggressively priced kit on sale for two weeks. Just one kit. Again, the key — “two weeks.” We don’t email you when we make the updates. They just happen. We figure you get enough emails from us already. Both the Specials and the Deal are in EDS.

Done. Feel free to grunt like Tim “The Toolman” Taylor on Home Improvement. You deserve it.

Tomorrow, five “Underutilized Gems” you’ll love like your middle child. Tips #16-20.

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

[subscribe2]

Tags: , , , , , ,
Posted in Exhibit Design Search, Mel White, Trade Show Exhibit Tips, Trade Show Marketing | No Comments »

5 Classic Tips x 5 Days = 25 Delights | Day #2

November 8th, 2016 Mel White COMMENTS

tipsday2

Welcome Back!

Today, we stroll through the colorful history of our product names. We’ll even touch on the funky Classic Exhibits logo. Don’t scoff. It’s more interesting than you think.

Insight #6 — SEGUE

Six years ago, all SEG-type displays were in Visionary Designs. We got tired of searching for them in VD whenever you requested an SEG design so we created SEGUE. Obviously, the SEG in SEGUE stands for silicone edge graphics, but did you know that segue, like in a movie, means the transition from one scene to another? Or in our case, from one product line to another. Seamlessly.

Insight #7 — Sacagawea

I know it’s hard to pronounce, and I’m sorry. When we developed Sacagawea during the Great Recession, we wanted to continue an “explorer” naming system, like Magellan. It seemed clever at the time. Unfortunately, we soon realized that most explorers have “issues” (think Balboa, Pizarro, Cortes, etc.).

My wife suggested Sacagawea, a resourceful and invaluable guide who accompanied Lewis and Clark. Since the new line was lightweight, durable, practical, and adaptable, it made sense. Honestly, I still think it makes sense, and it’s the only product line in our industry named after a woman.

Insight #8 — Gravitee

Gravitee was born from multiple intense R&D sessions in 2015 where we mined our past product successes to create a new modular panel system. The elegant clips from Euro LT, the 180° hinge from Intro, the MODUL locking system, and our familiarity with custom wood construction. We realized that connecting the panels was as easy as letting gravity do the work. The Newton and apple tree concept came along for the ride. As for the spelling… blame marketing.

Insight #9 — Aero, Intro, Quadro, and Euro LT

No idea since the lines predate me. That said… they are most self-explanatory, except for the weird fixation with ending in “O.” FYI — There was a Euro before there was a Euro LT.

Insight #10 — Classic Exhibits Logo

cesymbolonlyI am told it was created by a design agency on the East Coast. Kevin loves the Classic logo. I’ve grown to (mostly) love it over the years as we’ve made subtle changes. If nothing else, it’s iconic.

Eleven years ago and about seven months after accepting the job at Classic, I mentioned the logo to a distributor who said they liked how the “C” crested the “E.” To be honest, I had never noticed the “C” before in the logo. Now suddenly it made sense! Before that, I just thought it resembled Marvin the Martian.

OK, maybe it wasn’t quite as interesting as I promised, but it’s not like you’ve never been disappointed in a story.

Hump day tomorrow with #11 thru #15.

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

[subscribe2]

Tags: , , , , , , , ,
Posted in Classic Exhibit Systems, Gravitee, Mel White, Trade Show Marketing | No Comments »

5 Classic Tips x 5 Days = 25 Insights | Day #1

November 7th, 2016 Mel White COMMENTS

tips

I’m a giver. What can I say? It’s who I am.

In the spirit of Thanksgiving, I thought I’d share 25 “Classic Tips and Insights” over the next week. Five per day. Some you may know. Others probably not. I promise to keep them short, sweet, and easily digestible.

Tip #1 — Photo Galleries

Exhibit Design Search has three new photo galleries:  custom, rental, and retail. Why the addition? Distributors asked us to include more customized solutions in their branded EDS websites. For Classic, these display categories are growing fast, like grass in May. Bring um’ on baby! We love these types of projects.

Tip #2 — Graphic Resolution and Drayage Calculators

Have you ever wanted a quick tool to calculate graphic resolution sizes or material handling charges? We have both. When I showed the calculators to a Classic Distributor recently, he hugged me. Now I’m not a hugger. But, I’ll take an “atta boy!” if you like them.

Tip #3 — Projects, Designs, and Rentals Email Addresses

The projects, designs, and rental email addresses are like cilantro. Some folks like it. Others say it tastes like soap. We love them because it allows us to forward your request to right person PDQ. But, we’re not picky. Call us. Send an email to a PM or Designer. OR dance across the keyboard with projects@classicexhibits.com, designs@classicexhibits.com, or rentals@classicexhibits.com.

Tip #4 — ClassicMODUL

Whenever you need MODUL extrusion in full lengths, cut pieces, or basic designs, contact Tom Jones at tjones@classicmodul.com. Tom is the Home Depot of engineered aluminum in ClassicLand. Give him a call or visit the CM website:  www.classicmodul.com. At some point, we should buy him a bright orange smock.

Tip #5 — iPad, Surface, and Other Tablets

Single, double, and quad tablet stands. We have them. Counter mounts. Ones with literature holders. Most with graphic options. All built to withstand trade show, retail, and event abuse.

Available in silver, black, and white. iPad, Surface, Galaxy, and many others.

Now that wasn’t so bad. Same time tomorrow with #6 thru #10.

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

[subscribe2]

 

 

 

Tags: , , , , , , , , , ,
Posted in Charging Stations, Classic Exhibit Systems, iPad Kiosks and Stands, Mel White, Trade Show Exhibit Tips, Trade Show Marketing | No Comments »

Short and Sweet EDS Video by Tim Patterson

October 28th, 2016 Mel White COMMENTS

Every week, I’m impressed by the creative marketing of Classic Distributors. Sometimes it’s an insightful blog post. Other times it’s a Linkedin update. Or it’s an email broadcast with a clever twist. From one marketer to another, the variety, creativity, and breathe of your marketing is astonishing and inspiring.

Last week, Tim Patterson, a.k.a. the TradeshowGuy, created a terrific three-minute video for his clients on recent Exhibit Design Search updates. It’s concise, informative, and interesting. The trifecta in video-world. As a fellow marketer, I think you’ll enjoy.

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

[subscribe2]

Tags: , , , ,
Posted in Business Tips, Classic Exhibit Systems, Display Videos, Mel White, Trade Show Marketing | No Comments »

Ignorance and Indifference on the Trade Show Floor

October 26th, 2016 Mel White COMMENTS

seinfeldJerry: “I don’t understand, I made a reservation, do you have my reservation?”

Agent: “Yes, we do, unfortunately we ran out of cars.”

Jerry: “But the reservation keeps the car here. That’s why you have the reservation.”

Agent: “I know why we have reservations.”

Jerry: “I don’t think you do. If you did, I’d have a car. See, you know how to take the reservation, you just don’t know how to “hold” the reservation and that’s really the most important part of the reservation, the holding. Anybody can just take them.”

We all recognize this scene from Seinfeld:  The rental car desk. The banter between Jerry and Elaine. And the snide, indifferent response from the rental car agent. We’ve all experienced this poor customer service from an overbooked flight, a missed service appointment, or a bait and switch on an advertised product.

Yet, not all bad customer service is this blatant. Sometimes it is poor planning, not recognizing industry trends, or pure laziness. As a trade show exhibitor or an attendee, you’ve experienced this walking the show floor.

Invitation

As a child, you looked forward to the annual county fair — the rides, the concerts, and the food vendors were the highlight of the summer. You planned your summer around it. Trade shows were like that once – many, many years ago. Not anymore.

Exhibitors must be proactive. To be successful, they must invite existing and potential customers to their booth and explain their value. Whether you are using email, social media, advertising, or good old fashion phone calls, as an exhibitor, you should plan for 50% of your show traffic to be generated pre-show. Simply showing up and showing off no longer works.

tradeshow

Indifference

Think about all the money you spend before the show even starts — the exhibit, freight, booth space, drayage, labor, and travel costs. It’s significant. The show opens, attendees swarm the show floor, and some of those enter your booth space. And you ignore them.

By Day 3 how many pass through your booth without a greeting, a handshake, or even a friendly head nod? Your team may acknowledge them but it’s half-hearted. They’re already checking on their flight or planning for dinner. The attendee senses it. They move on to a competitor excited to see them on Day 3 at 3 pm.

Ignorance

At its core, a trade show is a face-to-face Google search. Attendees are there to find and collect information. Yet, many exhibitors bring charming rather than competent staffers. Simple questions can’t be answered by the booth staff, or the one expert is always unavailable. Even the booth fails the information test. Lots of splash but no real substance on your products and services. The successful exhibitor strikes a balance between charm and competence, flash and substance.

pasted-image-at-2016_10_26-02_33-pm

Ignore

Perhaps I’m naïve, but I don’t buy the statistics about lead follow-up. It’s not ideal, not even close, but most companies follow up on show leads. Unfortunately, they do it half-hearted. They send an email or leave a phone message… then call it good. They treat a show lead as a cold lead, not a warm one.

The trade show attendee stopped in your booth for a reason. It’s your job to pinpoint what they need and when they need it. All too often, we abandon the sales process after the first attempt: “I left a message and they never got back to me.”

Insight   

What did you learn at your last show about your competitors, your vendors, your industry, and your customers? Nothing is more valuable. Yes, the trade show should lead to more sales. There should be a measurable ROI. However, it’s the unmeasurable ROI that’s often more valuable.

We call it “face-to-face marketing,” but it’s people connecting with people, sharing information, venting, gossiping, and looking for solutions. No website can do that as effectively as two people together. Ever.

There’s no magic or voodoo to outstanding customer service on the trade show floor. It’s all about smart planning, commonsense, and hard work.

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

[subscribe2]

Tags: , , , , , ,
Posted in Mel White, Trade Show Exhibit Tips | No Comments »

« Older Entries
Newer Entries »