For years, we’ve joked that Distributors often describe Classic Exhibits based on their last order. We build “custom exhibits” or “portable displays” or “charging solutions.” Or we’re a “rental provider” … Which makes Jim Shelman very, very happy.
It’s not unusual to hear, “I didn’t know you did fill in the blank.” Which can be as simple as iPad Stands or as comprehensive as Sustainable Exhibits.
Core Products + Essential Services
To address this, we created a downloadable Products and Services Summary Sheet. Does it include EVERYTHING? No, but it’s close enough for fill in the blank.
If you’re wondering why there’s not an unbranded version, the answer is simple. This document is for you (Classic Distributors), not end-users. Franky, we don’t care if they know what we do. We only care that you know what we do. And now you do.
Please take a moment to download it. Let us know if you have an questions.
For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As the largest private-label exhibit manufacturer in North America, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
It was a summer day like any other… until it wasn’t. So many questions… “I’ve never done this before. How am I supposed to spit?”
Temperatures all week were flirting with 100 degrees. It has been toasty. But when came Friday, the day of Classic Exhibits Annual CompanyPotluck, the barbecue gods heard our pleas… the temp dipped to a beautiful 84 degrees with light breezes to cool one’s brow.
With Chef Boy R Kevin behind the grills pushing out burgers, dogs and veggie patties, the company stuffed itself on traditional picnic fare. With the noshing complete, it was time to unfurl the Official Seed Spittin’ Tarmac and begin launching watermelon seeds.
The slight breeze was fickle,
sometimes coming in on your face and other times gently cooling your back. Choosing
when to spit was just as important as
choosing the perfect seed.
The rules are clear and simple:
Each Spitter gets 2 (two) spits.
There is a toe line. DO NOT CROSS.
To be registered as an official spit the seed must come to rest atop the tarmac. If it is off the tarmac, that’s a DQ (disqualified spit).
Let there be spit. As the
initial spitters began to launch their seeds, it was clear that records would soon
be falling. While the breeze was minimal it was just enough to lift an average
spit to a good spit status while a fairly good spit could be elevated to Olympic
Spit Repute.
I shall keep you waiting no more. Here
are the results:
CLASSIC EXHIBITS 2023 CHAMPIONS
Women’s 2023 Champs
1st Place/Gold Medal Gail C 16’-7 1/8”
2nd Place/Silver Medal Edie A 15’-7”
3rd Place/Bronze Medal Gergana H 13’-11”
Men’s 2023 Champs
1st Place/Gold Medal James S 50’-0”
2nd Place/Silver Medal Kevin C 39’-3”
3rd Place/Bronze Medal Ted C 29’-11 ¾”
Yes… you read that correctly. James’
spit of 50’ was unbelievable. It was outrageous. It didn’t just have distance
– of which it had plenty. But it also had accuracy keeping his seed on the 60”
wide tarmac a massive 50’ away from the toe line.
In the 40 years I’ve been hosting
Watermelon Seed Spittin’ Contests, I’ve never, ever seen a seed launched that
far and that accurately. It was a spit for the ages. Those in attendance will
be telling grandchildren about the spit
heard round the world.
You made the Symphony the gold standard for portable modular displays with tool-less assembly, (8) frame shapes and (17) upscale accessories, like iPad Clamshells, Monitor Mounts, Literature Holders, and Lockable Counters.
Now, as Emeril LaGasse would say, “It’s time to kick it up a notch!” Introducing Symphony Backlit Portable Displays with three elegant 10 ft. and 20 ft. designs: SYK-1050, SYK-1051, and SYK-2039. All include SEG fabric graphics, LED lattice lights, fabric reflector, and portable roto-molded cases with wheels. Need a workstation counter or floating graphic? The complete Symphony Accessory line attaches to the backlit versions too (same as non-backlit).
For details, visit Exhibit Design Search on the Classic Exhibits website.
Trade show booth staffing should be easy. Tell the sales team to go to the show. Then invite someone from marketing or perhaps a go-getter from customer service. Ignore accounting, engineering, operations, and senior management. Easy peasy. And yet…
Consider this. Trade shows are expensive, chaotic, overwhelming, and confusing. They’re also an excellent venue for introducing products and services, meeting new clients, and generating business. Getting it right requires setting goals, creating a strategy, completing a list of tasks, and bringing the right team. The team matters.
Unfortunately, most trade show booth staffers don’t have a clue why they’re spending 5-6 hours a day for three days in their company’s exhibition booth. Fortunately, it isn’t hard to create an All-Star Booth Staff. It simply takes planning, communication, and discipline.
Key Considerations for Trade Show Staffing
Trade shows are a battlefield with winners and losers. On that battlefield, strategy and implementation outperforms brute strength every time. What are the goals? Is everyone clear about them? At a minimum, there should be a strategy and planning “booth camp” meeting before the show. Then, there should be alignment meetings every day before the show opens. Some companies even have meetings after the show hall closes to review leads, answer questions, and prepare for the next day.
When it comes to your trade show staff, you get what you tolerate. When you expect more, your team will rise to the challenge. Set clear expectations, communicate your goals, plan your strategy, and manage the environment, the days, and your post-show communication. It’s not easy, but your team (and your boss) will sing your praises when it’s “Go Time!”
8 Key Responsibilities for Any Trade Show Booth Staff
Generate Leads
Collect Data
Build Relationships
Promote Your Brand
Increase Sales
Improve Customer Service
Create a Positive Reputation
Learn about Customers, Competitors, and the Industry
Trade Show Booth Staffing Rules
Staffing is only as complicated as you make it. Let your trade show objectives guide you when making decisions on who to bring and how to achieve those objectives.
Rule #1: Knowledge
Not every booth staffer needs to know everything. Collectively, however, the team needs to know everything and know who’s the expert about every subject. The expert should be able to answer questions about that topic, as well as explain the features and benefits of your products or services.
Rule #2: Goals
Set clear goals for your booth staff. What do you hope to achieve by participating in the trade show? Then provide your staff with training on your products or services. This should include a thorough overview of your offerings, as well as any recent updates or changes.
Rule #3: It’s Not Over Until It’s Over
Provide your staff with feedback throughout the training process. This will help them to identify areas where they need improvement and make sure that they are on track to achieve their goals. Pre- and post-show staff meetings keep the team focused on the goals and address any concerns.
Rule #4: Explore
It’s not just about what’s happening in the booth. Give them time to explore the show floor, check out competitors, discover new suppliers, and meet with attendees at social events.
Rule #5: Have Fun!
Attending a trade show should be fun, and trade show booth staff training should be a positive experience for everyone involved. Make sure to create a relaxed atmosphere where your staff can learn and grow.
What to Look for in Trade Show Staff
Who should be there? That’s easy. Bring employees who know the products or services, who have charismatic people skills, who are personally invested in results, and who participate in pre-show planning or post-show implementation. Two out of four doesn’t cut it. A trade show isn’t a vacation. It’s a strategic investment. Your sales team may check all those boxes, but don’t be afraid to look for superstars in other departments who want to be at the show, understand the products and services, and will WOW! attendees.
In any pack, there are always the stragglers, the injured, and the just plain stupid. You can ignore them and allow them to be food for your competitors, or you can deal with the problem. The staffer who arrives late sweating tequila and lime, reeking of three cups of espresso, better have a good reason, like entertaining your key client until 4 am. Same with Susie Smartphone or Standing-on-the-Sidelines Sam. This isn’t a soccer tournament for 8-year-olds where everyone gets participation ribbons. It’s a competition where sales, money, and jobs are on the line. Everyone has to pull their share. At tough love companies, the Susies and the Sams get sent home via Greyhound with loose change for vending machine sandwiches.
Trade Show Event Staffing: How to Prep Your Team for Success
What they know is important. What they do with that knowledge is critical. You want the information dream team in your booth. Whatever the question, there’s someone there who has an answer, can get an answer, and lives to share that information.
Just knowing stuff isn’t enough. Each staffer must capture every sweet, savory nugget of information the attendee shares. Everyone thinks they’ll remember that game-changing conversation from Day 1. By Day 3, they couldn’t tell you their own spouse’s middle name even if you gave them the first three letters.
Trade shows are exhausting physically and mentally. There is zero chance you’ll remember the details even if you have an eidetic memory. Honestly, the lead retrieval system doesn’t matter. What matters is having a system your group understands and follows. You can’t be a namby-pamby about this. There should be consequences for not adhering to the information capture process.
Trade Show Staffing Strategy & Consulting with Classic Exhibits!
Booth staff training is an important competitive advantage. Yet, most companies ignore it or simply go through the motions. It’s not automatic. The same energy that went into designing the exhibit, creating the graphics, completing the forms, and arranging the travel and lodging should go into training. It doesn’t happen on its own and well-prepared exhibitors will always own the show floor over their lazy competitors.
Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producers and an Event Marketer Fab 50 Exhibit Builders multiple times. Along with numerous Portable Modular Awards. With over 200 Distributor Partners throughout North America, there’s a Classic representative close by to assist with any project. Contact us today whether you need an inline rental display, a double-deck island exhibit, or a contemporary kiosk rental. At Classic, we’re not just different. We’re better.
A Trade Show Exhibitor walks into a bar and says to the bartender, “I’ve never been in a bar before, but a friend suggested I try the 20 x 20 Booth Space.”
“That’s a very popular drink,” says the bartender, “especially with my regular customers. The 20 x 20 Booth Space costs $34,000. If you are interested, I have some questions.”
“That seems very expensive,” the Exhibitor replies, “but I’m new to this so why not. What questions do you have?”
“First of all, do you want the Top Shelf liquor or the Bottom Shelf liquor for your 20 x 20 Booth Space?”
“What’s the difference?” asks the Exhibitor.
“Alcohol does the heavy-lifting or work in a drink, and the Booth Space requires several liquors. It’s not optional, but you do have choices on the quality. Top Shelf liquor has the most experience, having aged from 10-20 years. The quality is exceptional and the taste predictable. My best customers always ask for their favorite brand by name. The Bottom Shelf liquor can be cheaper, but it’s also raw, unfiltered, and unpredictable. I’ve received Bottom Shelf liquor aged less than a day, which is a little scary.”
“OK, I’ll have the Top Shelf then,” says the Exhibitor. “I don’t want surprises.”
“That will be an additional $8,000,” the bartender replies.
“What? The Booth Space drink doesn’t include the liquor?” asks the Exhibitor.
“Oh no, it’s extra. You’ll also need to decide on the mixers — like grenadine, club soda, vermouth — along with the fruit juice and slices, the straw, and an umbrella. Those prices are a la carte and will need to be purchased from the bar. You’re not allowed bring any of those in here.”
“How much are those?”
“Prices range from $1000 to over $10,000. Here’s something you’ll find amusing. Sometimes, I don’t know the prices when I’m mixing the drink, so I charge you after you’ve already finished it.”
“Anything else?” says the Exhibitor.
“You’ll be happy to know that we don’t charge for the glass.
That’s included, but we do charge for the weight of the glass, bringing you the
glass, taking it away, and then bringing it back to you.”
“Well, that shouldn’t be too expensive, right?”
“Actually” says the bartender sheepishly, “It’s not cheap, and the price can vary from week-to-week and depends on the size of the glass. Cocktail glasses are less expensive than highball glasses. Margarita glasses are the most expensive.”
“So, what are we talking about pricewise and why does the
glass fee cost so much?”
“For the 20 x 20 Booth Space drink, I would estimate $12,000 to $15,000. Maybe more. Honestly, the glass fee isn’t really about the glass or my bringing it to you. It covers the building rent, the furnishings, my salary and benefits, the carpet, the other employees you don’t see, and even our annual Holiday Party. It’s really a slush fund for everything else.”
“I had no idea a drink could be so expensive,” the Exhibitor
replies. “It seems like a complicated way to run a bar. I’d still like a drink,
however. Are there any cheaper options?
“Of course! You might be interested in the Show Rental Special. It comes in multiple sizes and flavors, and you don’t pay for all the extras we discussed before.”
“That’s great!” exclaims the Exhibitor. “Tell me more.”
“OK, do you see those tables over there? Earlier today, we had a large crowd that drank for hours. They were a rough bunch and did considerable damage. However, they left a lot of unfinished drinks. You can have any of those drinks for a reduced price but don’t mix them together. We don’t know how to charge for anything other than standard drinks.”
“Is that really an option? Who would want that?”
“Oh, you would be surprised. People come to bars for lots of reasons. Many come because they don’t know where else to go so they order whatever is the cheapest. They’re looking for the fastest, easiest, and simplest choice, even if it means drinking a Show Rental Special that someone ordered a few days ago. Honestly, we don’t even bother to clean the glasses anymore. Fortunately, we make lots of money on those customers so we’re not complaining.”
“My head is spinning,” says the Exhibitor. “Please tell me there’s a drink for someone like me who wants to come to a bar, drink from a clean glass, and pay one or two of the charges you’ve previously mentioned.”
“There is,” said the bartender. “We have customers who order the Portable/Modular. Generally, it’s a straightforward drink, although there are creative options for those with more sophisticated tastes. The other drinkers in the bar may turn up their nose when you order a Portable/Modular, but I run a no judgement bar so those customers are always welcome. I’ve learned they often order the more expensive drinks when they come back, if I treat them right.”
“I’ll have one of those,” the Exhibitor replied. “Is there
one that doesn’t require a glass and comes in its own container?”
“Yes, but now you’re killing me financially. Next, you’ll be
saying you’ll want to bring it into the bar from the outside. How’s that going
to work?”
“Hey, I appreciate all the helpful advice. I don’t fully
understand the business model, but you seem to be doing well. Does anyone ever
complain? And who do they complain to?”
“That’s the beauty of this business model,” says the
bartender. “They bitch and moan all the time, and I smile, pretend to care, and
go about my business. Fortunately, they rarely speak to the right people
because those people are somewhat invisible. They’re in charge of all this, but
they don’t ask too many questions or seek advice.”
“One last question. Does anyone ever come in the bar, chat with your customers, and never order a drink?”
“Yes, my customers are good about telling me when that happens, and I escort him or her out of the bar. They usually come back, and I must be more persuasive, if you know what I mean. Sadly, there’s always someone who wants to hang out in a bar, pester my customers about their life, and not buy anything.”
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Classic Exhibits Inc. designs and manufactures portable, modular, hybrid, and custom exhibit solutions, including Symphony Portable Displays. 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.
