Trade Show TalesBlog

Posts Tagged ‘Classic Exhibits’

Redefining the Custom Exhibit | Pat Friedlander

June 8th, 2016 COMMENTS

Custom Exhibits Redefined

Guest Post by Pat Friedlander

When I was new to this industry, I heard the word “Octanorm” bandied about as if it were the last ditch attempt for stingy exhibitors There was no design consideration — just how many panels and how many uprights.

However, on my first trip to EuroShop some 20 years ago, I was stunned when I walked into Hall 9 and saw the Octanorm corporate exhibit. EuroShop opened my eyes. U.S. was unique in advocating box-frame exhibits, exhibits that were crated and stored in warehouses around the country. It was apparent to me that US exhibits were different. They looked stodgy and boxy by comparison.

Systems and the Rest of the World

Between Dusseldorf and Chicago, I became a convert to systems. They looked cool, they allowed for fresh designs, and they were flexible — not hallmarks of box frame construction. Soon after, I invited my friend Kerstin Mulfinger from Burkhardt Leitner to speak at HCEA’s annual meeting about systems.

As various systems proliferated, bits and pieces started to appear on U.S. show floors. Yet the differentiation persisted that there were custom exhibits (i.e., box frame) and there were portable modular systems —  with “systems” viewed as a commodity.

What is a Custom Exhibit?

Custom Exhibits, as the industry generally uses it, is a relic. Today the distinction is anachronistic. Using the term “portable modular” ignores the fact that modularity is not limited to any one type of construction — portable, custom, hybrid, etc. Modularity is related to configuration, not to building materials.

VK-5148gAt an EDPA ACCESS 2015 session, I said, “It’s time to de-commodify systems and redefine what we mean when we say a custom exhibit.” It turned out I wasn’t alone. “Modular components and systems are no longer a commodity item,” said Jay Burkette, vice president, Expo Displays, “but represent building blocks, increasingly used by traditional exhibit houses as an effective way of helping design, manage, and maintain their client’s exhibit properties.”

According to Debbie Parrott, president, Highmark TechSystems, “Some designers are predisposed to think that modular systems should only enter their design tool kits when they are working with an especially cost-conscious client. For those designers, low-cost and creativity are mutually exclusive and systems limit their creativity. This short-sighted view shows a lack of understanding of the realities of our industry and the needs of program clients.”

“Large clients are program clients who benefit from exhibit designs that offer versatility, reconfigurability, fast installation and dismantle – exactly what modular systems address. This perspective also shows a naiveté about the design trends in the global exhibit marketplace where modular systems are used for exhibits that are stunningly creative, brand-distinctive, highly functional, and cost and time efficient. Designers in our industry need to be knowledgeable on this front, and the challenge for those who are modular system proponents is to educate and show designers both the inspiring possibilities and the compelling business case.”

How Do YOU Define “Custom Exhibit”?

Seems to me that we need to arrive at a new definition of “custom exhibit.” If the definition is not about construction methods and materials, perhaps it’s about marketing. What are the goals and objectives of the exhibit program? How does the exhibit fulfill and meet those goals? And about the exhibit:  Is it rental? Is it purchased? Should we differentiate? We plan to continue this discussion at EDPA ACCESS 2016, but in the meantime, I would love to hear your thoughts on this.

Pat Friedlander
pat@word-up.com
773-230-9989

Bio:

Pat Friedlander is a marketer, trainer, and writer in the exhibit industry. She has spent many days and nights on the trade show floor, and has lots of advice about shoes. She has received the HCEA Distinguished Service Award and the EDPA Hazel Hays Award. She lives in Chicago and often answers to Grandma Pat.

[subscribe2]

The 100-Day “Love It” Guarantee | A Classic Exhibits Exclusive

June 6th, 2016 COMMENTS

100 Day Trade Show Display Guarantee from Classic Exhibits

You’ll Love It — Guaranteed

Don’t like your steak. Send it back. Need a larger shirt. Exchange it. Not the right color. Return it.

There’s not much you can’t return or exchange these days… except a trade show display. Not anymore. Classic Exhibits announces the only 100-Day “Love It” Guarantee in the exhibit industry. Within the first 100 days after receiving your Sacagawea, Perfect 10/20, Quadro, or Quadro FGS Display, you can return it for a refund if you’re not completely satisfied (minus graphics and shipping).

How can Classic Exhibits make this exclusive offer? It’s not like we’re not rolling the dice. We design, engineer, and build the VERY BEST hybrid and pop-up displays. Just ask a Classic Exhibits Distributor.

What’s makes them better?

  • Engineering — Every system, kit, and part is engineered to excel show after show. No excuses.
  • Design — Our award-winning designers sweat the details. Your display is their next performance.
  • Build — We’re proud to be the industry standard for exceptional packaging and quality.

Choose the Sacagawea Portable, Perfect 10/20 Hybrid, Quadro S Pop Up, or Quadro Floating Graphic System. The only display systems with a 100-Day Return Guarantee.

Love at first sight… that lasts and lasts. Now that’s a happy ending.

100 Day Trade Show Display Guarantee from Classic Exhibits

–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.

[subscribe2]

Avoiding Exhibit Buyer Remorse | 10 “Must Ask” Questions

June 2nd, 2016 COMMENTS

Trade Show Exhibit Buying Remorse

It’s common to express remorse after a big-ticket purchase. Typically when the purchase is infrequent, such as a home, car, or expensive equipment. We know our knowledge is incomplete, even when we’ve conducted research. So we roll the dice… and then cross our fingers.

Buying a trade show exhibit is that type of purchase, especially a corporate inline or island exhibit. It may be your first time buying a display. Heck, it may be the first time for your company. There’s a lot to learn. So, how do you avoid second guessing your decision? Honestly, a lot depends on your exhibit house. It’s important to choose one that understands your marketing goals, your budget, and your available resources. Most exhibit houses make their living by keeping customers long-term. They want to work with you on your exhibit design, your trade show strategy, and your ROI goals. It’s a cliché, but your success at a trade show is their success.

10 Questions to Ask

1. What services do you provide? This can vary from designing the ideal display to providing you with storage, I&D services, exhibit training, and graphic design. You’ll need to decide what services you need based on your budget and your trade show marketing goals.

2. How much do those services cost? Unlike auto repair, there’s no “book” which serves as a guide for time and materials. Prices vary depending on the region, the size of the exhibit house, and the services they value or don’t value.

Buyer's Remorse3. Can you provide me with 3-5 references? No brainer, right? Yet, so often we are reluctant to ask for customer references. Ask for customers who have purchased a similar size/price exhibit to the one you’re considering.

4. Will the exhibit include reusable packaging?  Unlike the headphones you bought last week packed in tamper-resistant plastic, an exhibit has to unpack and pack again and again. Smart packaging will save time, money, and frustration. Ask to see examples.

5. Does the exhibit include detailed setup instructions with numbered components? And, can the instructions be modified if we have suggestions after the first or second show? Detailed, logical instructions will save you thousands of dollars each year. Sometimes at a single show. Ask for examples.

6. What if my exhibit is damaged or if we need to replace lost parts? It’s going to happen no matter how careful you are. A true test of an exhibit builder is how they respond when you need a replacement part or a laminate repaired. Do they treat you the same as when you purchased your exhibit?

7. What is the warranty? This question shouldn’t be followed by a verbal dance. It’s an easy question. It should be an easy answer.

8. How much time/labor will be required to set up the exhibit the first time? The third time? This will vary particularly on a custom exhibit. Less so for a portable/modular display. You’re looking for a range. Then you need to compare the range to your experience on the show floor. Admittedly this will depend on your experience, your labor crew, and a 1000 other factors.

9. Who is my primary contact(s)? Who do I contact when I have questions about exhibit design, graphic design, shipping, I&D, storage, etc. Who is my emergency contact if there’s an issue at the show? What matters is not the person(s) but the answer. What’s the tone and do they have a plan?

10. How would you describe your best customers? What do they do right? There’s no such thing as the “self-made” successful trade show marketer. We all learn from others. Taking the long-road can be expensive and in some cases, a career killer. Look for shortcuts and the best advice comes from trade show warriors. Trade show are like landing on Neptune and encountering aliens. You don’t want to be the first one. You want to learn from those who didn’t get zapped or eaten.

What most exhibitors know about buying an exhibit could fit in a Ziploc baggie. They know just enough to get themselves in trouble. So be smart. Ask questions. Lots of questions. Pretend you are four years old again and ask the endless series of “Why’s” and “What’s” and “When’s” that drove every adult insane. You won’t regret it.

–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.

[subscribe2]

Meet Kim DiStefano, Classic Exhibits Designer

May 20th, 2016 1 COMMENT

Kim4

We’ve been talking with Kim DiStefano, an exhibit designer, for awhile. Kim lives a few miles from our shop in Milwaukie, OR. Enticing her to join us has taken some persuasion. Not that she didn’t like us, but as a contract designer with a family, she was uncertain if she wanted to work in an office. Well, eventually Kevin convinced her, wore her down, or she changed her mind. Probably a little of all three.

We are delighted to have Kim join us in the Design Department. She’s been on board for about a month. Now we get to do the formal unveiling. Kim was kind enough to write a bio summarizing her background and interests. She can be reached at kim@classicexhibits.com.

BTW — She’s quickly becoming our resident design expert in Gravitee.

Kim DiStefano’s Bio

I was raised in New Jersey, studied design at Rutgers University, and graduated with a BA in Art. The art school, Mason Gross, is part of the Rutgers college network, and I was lucky to study a wide variety of arts, as well as minor in Economics and Biology. My career started in graphic design with a background in advertising and illustration. When I moved to South Carolina four years after graduating, I was in search of a new design direction and gained more experience in all things Apple and Adobe. But I was still looking for something new.

Soon after, I moved to southern California in the late nineties, which had always been a dream of mine. In CA, I got married, and in my frenzied job search, I discovered the world of trade show design at Skyline Orange County. I began working in an environment surrounded by talented designers who facilitated my transition into the world of structural design. My graphic design background married well with exhibit design, and I became very good at helping clients showcase who they were graphically and structurally. I was hooked, and never looked back at graphic design again!

Kim6

After several years working for Skyline OC, I chose to work from home when my first son was born.

After my second son was born, we decided Portland, OR would be a better place to raise our family. We sold our home, moved to Portland with no jobs and a dream of a new life. In no time, we were both employed, and I found my way back to Skyline again by working for the Skyline Displays of Oregon.

When the economy slowed down along with the trade show business, I switched to freelance design for trade show distributors around the country. My reputation for beautiful work, friendly demeanor, and timely turnaround kept me busy. I now have experience designing graphics for small companies that need help representing themselves, as well as for large corporations that want someone to take the reins and show them how their exhibit space can work best and how clean and exciting graphics can pull it all together.

My years of experience taught me to listen to the client — even if they are just talking in colors and feelings — and to create an exhibit space that fulfills their needs and that they love. I show them what works best, within their budget, and how they can stand out from their competitors.

When Classic Exhibits approached me, I was unsure if I wanted to give up my freelance work. But as I got to know them and saw all the exciting opportunities they had available, I decided to join their creative team. I am ready to spread my wings in the custom design field and work with Classic’s talented designers to collaborate and grow even more. I am excited to be part of the Classic family and to see what amazing things we will create together.

When I’m not at my desk designing, I enjoy riding my road bike, mountain biking, hiking, or making art projects with my two boys and husband.

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

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.

[subscribe2]

 

Just Earn It. | Summer Gift Card Promotion.

May 20th, 2016 COMMENTS

Just_Earn_It