EXHIBITOR Magazine recently announced the companies that qualified for the Sixth Annual Find It – Top 40, which honors the industry’s top exhibit producers. And for the sixth consecutive year, Classic Exhibits was an honoree.
Applications were subjected to an exhaustive evaluation process including more than 50 individual criteria weighted to reflect how EXHIBITOR readers and Editorial Advisory Board members value them when vetting and selecting potential partners. The evaluation process also includes a survey of current clients and a review of entrants’ past projects, selling points, and innovations, conducted by corporate exhibit managers.
Of the 39 other honorees, twenty-eight were Classic Distributor Partners. Needless to say, we are delighted to be in such good company. A special thanks to the entire Classic Exhibits Family. This is an award earned by everyone at Classic and your remarkable efforts to design and build the trade show industry’s best exhibits.
In addition. Classic Exhibits won a Portable Modular Award for Best Use of Graphics on our 2022 EXHIBITORLIVE booth. Kudos to Glenna Martin for the graphic design and Kim DiStefano for the new Classic logo. The was Glenna’s second time winning this prestigious award.
Classic Exhibits is proud to announce that respected industry veteran Gina Porcaro has joined the company. Gina will serve as the Regional Sales Manager responsible for Michigan, Ohio, Pennsylvania, New York, New England, and Eastern Canada.
Gina
started in the print industry in 1995 where she worked as a production artist
for an offset and large format printer in Grand Rapids, MI. In 2000, she moved
into a recruiting/sales position for marketing, advertising, and creative. In
2003, she transitioned into sales at a trade show company, an industry she knew
very little about, but quickly realized the creative, fast-paced, and varied
pace of the exhibit industry was an ideal fit for her personality and skills. In
2008, Gina joined Optima, now Taylor, as a salesperson where she had a
successful career for almost 15 years.
“I am
excited to bring my sales and industry experience to Classic Exhibits as a
Regional Sales Manager. Classic and I have had a mutually beneficial
partnership for years. Based on my experience with Classic and their
Distributors, I can say without any hesitation that they are the exhibit industry’s
leading private-label manufacturer. I look forward to working with Classic
distributors in a different role with the goal of growing our partnership and
business together!”
According to Kevin Carty, Executive VP at Classic Exhibits, “We are delighted to have Gina as part of the Classic Exhibits Family! Although, to be honest, she has always been a part of the extended family because of our long-term partnership with Taylor/Optima. Knowing Gina personally and professionally now for nearly 20 years, I am excited for our Classic Distributor Partners who will be working with a person of such high character and professionalism. She joins Jen LaBruzza, Tom Beard, and Harold Mintz in their respective regions. Our Distributor Partner Family is in the BEST hands anyone could ask for.”
Classic Exhibits Inc. – Based in Portland, Oregon, Classic Exhibits Inc. designs and builds exhibit and event structures for Exhibit Houses and Distributors throughout North America. As a private-label manufacturer, Classic fills a unique role within the exhibit industry. The company works with client-facing exhibit companies to assist them with portable, modular, and custom projects, both purchase and rental, as an “invisible” partner.
Sasquatch is no seven-foot dummy. He (she) has a brain to match that brawn. Bigfoot understands marketing, knows PR like a Madison Avenue insider, and can out Kardashian the Kardashians without taking a step outside the Pacific Northwest. Here’s what our ancestral brother from another mother can teach us about trade show marketing.
1. It’s Possible to be BIG and Still Not be Seen.
Bigfoot Action Figure — Smart Marketing!
All too often, exhibitors are told that an island exhibit will get them more leads, more traffic, and more attention. But a poorly executed island with bland graphics and a confusing floor plan is much worse than a well-designed inline.
2. Mystery has Its Allure.
Bigfoot knows the benefits of the tease. Revealing teaser information before the show about a new product or service creates anticipation from customers and the press. Apple is the master of this technique. So is Bigfoot. Being coy with a well-crafted marketing campaign before the show has its benefits.
3. Tap into Your Followers.
You won’t see Sasquatch sending press releases or typing a Twitter message. His followers do all the work. They have websites, Facebook pages, and a television show that keeps our big hairy friend in the news. Occasionally, a rogue “fan” will damage the Bigfoot brand name with a silly stunt, but that’s an acceptable risk with any loosely organized group. Even then, the real followers rally around the brand and repair any damage.
4. Spend Your Marketing Money Wisely.
Technically, Bigfoot doesn’t spend any money, at least that we know. But that doesn’t prevent him from getting maximum exposure. He’s got a TV show (Finding Bigfoot) and a website (www.bfro.net). Your trade show marketing doesn’t have to be expensive. Planning is crucial. You can maximize your marketing by working with those who have a shared interest. For example, team up with other exhibitors on a prize that would be too expensive for one company, but not for five or six. Then create a theme or event that gives everyone more foot-traffic and exposure.
5. Training.
After all these years why hasn’t a Sasquatch been captured? Training. There are no unprepared Bigfoots. They know how to respond to nearly every situation, whether it’s a sudden encounter with Boy Scouts or a deer hunter. Exhibitors who “arrive” at their booth without adequate training and who do not know how to respond to most show floor situations will fail. Unfortunately, it’s the most controllable part of any trade show marketing program . . . and most exhibitors simply “wing it.”
Not All PR is Good
6. Leave Your Mark.
What’s the point of participating in a trade show if you don’t leave your mark? Bigfoot routinely leaves the big three: foot prints, hair, and scat. It shows he’s been there and people take notice. No one is advising you to leave the “big three” at your next show, but making a lasting impression is critical to your company’s success. Is your message clear? Does it show how your company can solve a potential client’s problem? How do you engage the attendees in the booth? And, finally, are you following up on all leads after the show?
7. Smells that Linger.
Bigfoot sightings often include a description of an unpleasant acrid or skunky odor. That’s not good, but no one expects our tall friend to bathe with Irish Spring. You, on the other hand, should do the following:
Clean that suit, sport coat, or jacket once in awhile. Just because it doesn’t look dirty doesn’t mean it doesn’t reek of B.O., Subway $5 foot-longs, and Vegas casinos.
Coffee Breath. No one’s telling you not to have a latte, cappuccino, or Dunkin’ in the morning. Drink away. But for goodness sake, don’t assume that your breath will smell like rose petals after five cups. Free Tip: Breath mints are every exhibitor’s best friend. Take several. Rinse and repeat.
Perfume and Cologne. We aren’t living in 17th Century France where the aristocracy used fragrances to mask bad hygiene and a fear of bathing. If you insist on smelling like Jennifer (A or L), Antonio, Beyonce, Britney, or Paris, a little goes a long, long way.
8. Family.
How often do you hear of Bigfoot sightings where the dad, mom, and kids are strolling through the woods or frolicking in a stream? Never. Being Bigfoot is serious work and families can be a distraction. No one is telling you not to bring your family to the industry trade show. After all, it’s in Las Vegas or Orlando or San Francisco. If you are serious about maximizing your trade show investment, you already know that trade shows are not a vacation. Not only are you on your feet at the show all day, but there’s also meetings before and after the show with suppliers, clients, and coworkers. There’s the pressure of responding to emails and calls while away from the office. And nearly every show has non-stop educational and social events.
9. The Brand is Important.
You already know this, but occasionally, marketing managers think they can treat branding at a trade show the same as branding in a magazine ad. 3D marketing has a unique set of challenges which only advice or experience can teach you. Rely on your local trade show professional to guide you. You’ll save money, time, and headaches. There’s a reason the Lock Ness Monster is no longer in the news. Poor branding. That’s not a mistake Sasquatch ever plans to make.
Learn from the big guy and you too can maximize your trade show marketing potential.
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.
The trip odometer read – 1741 miles. That’s one serious road trip. Just a few weeks ago, I traversed the Southeastern United States for two weeks to visit Classic Exhibits Distributor Partners in South Carolina, Georgia, and Florida. Driving that many miles over 13 days gave me plenty of time to experience life on the road.
Yes. Go!
Most road warriors understand that business travel impacts others as much as themselves. Sitting at the top of this list is how your absence can affect your family life. The longer the trip, the more impact.
Me: “Dear, I’m starting to plan a business trip for early December. Looks like I might be gone for a few weeks. You OK with that?”
My Wife: “Yes. Go!”
Well, that seemed a bit too easy. Make a note to bring Susan back pecans from Georgia. Susan loves pecans.
Notes from My Trip
Sales Volume – Almost everyone’s sales were up in 2022. And not just up. Most distributors on this trip told me that 2022 was their best year ever (financially).
Showrooms – Are they making a comeback? No, not from what I’ve observed. But one thing is obvious… those who have showrooms stand out and get noticed! Of the 17 offices I visited, only 4 (four) had showrooms. These four offices had impressive showrooms showing a wide assortment of products including double decks, backlit graphics, LED signage, interactive digital offerings, etc. And the showrooms weren’t just there “for show.” They also served as client meeting/conference rooms. Clients were surrounded by product and design offerings without being actively “sold” on them.
Petrol – I live in Los Angeles. As almost everyone knows, gas prices in California are stupid. At the height of the stupidity, we were paying over $7.00 per gallon. As embarrassing as this may sound, I do a happy dance in CA when gas is only “$4.95/gallon.”
On this road trip, I stopped to fill the rental car somewhere outside of Atlanta and gas was $2.39/gallon. Less than a gallon of milk. I texted my wife a picture of the prices, and her response was “Forget the pecans… bring home gas!”
Gray Hair – A question I try to ask all Distributors during a visit is, “What is currently giving you gray hair? Short term or long term… what do you need to work on or fix to make your business run more smoothly?”
When You Ask Questions, You Get Answers
Of the 20 or so times I asked this question, here are some of the most common answers I received:
Managing Staff (HR, employees new to the industry, and training)
Vendor Quality (no, not Classic, but discretion prevents me from speaking poorly about competitors)
Client Response Times are running like molasses in January
Still need more hands on-deck (specifically in the shop)
To Portable or Not to Portable… THAT is the question. It almost takes as long to sell a 10 ft. display as it does an island. Some are weighing dropping the attention paid to smaller booths.
Turn Times are Still a Challenge (they’re better than they’ve been but not “back to normal” just yet)
Customer Mix – New vs Existing – Another question I tend to ask is “What percent of your business comes from Existing Customers vs New Customers?” While I tend to get a variety of answers, the vast majority tell me that 75% of business comes from current/former clients while 25% comes from new contacts or referrals. (Looking for ways to tip the scales toward NEW Clients? Send me an email and I’ll tell you – Harold@classicexhibits.com)
Just Like a Doorknob – I stayed in a different hotel just about every night. I’d check in, drop my bag off into my room then go out for my evening meal. When I would get back to the hotel, I head to the elevator and press my floor’s button. The elevator rumbles up to the 3rd floor and the doors open. I now have a decision to make – is my room to the left or the right?
Doesn’t matter… Whichever direction I choose is wrong! ALWAYS WRONG! It’s comical. I have the sense of direction of a doorknob.
In Closing…
Two weeks is a long road trip: Two weeks of bad coffee, loud hotel neighbors, and being away from home and family.
Our industry is filled with seasoned Road Warriors. I learned from the best — Alex, Dave, Reid, Jen, Tom, Hendrik, Lynn, Gina, Kevin, and Mel. So many folks who drive our industry forward. If you are a Road Warrior, regardless of your role, I feel for you and appreciate what you do.
Last but not least. Classic’s Distributors make this job easy to enjoy. You never cease to surprise and amaze me. Like when you:
Ask a question about my family or past health issues
Get excited to learn something about Classic that you didn’t know a few minutes before
Share intimate tidbits about your own personal lives
Finally, when I connect with a new salesperson who like a sponge sucks up everything I say. Thank you!
The exhibit industry really is a family. I appreciate the opened doors and the time you spent with me last month. Already looking forward to the next trip. But more on that later.
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
Like me, you probably attend multiple shows every year and each one has its own unique trade show odors. The larger the show, the more the sensory overload. It can be overwhelming, but for most of us, the excitement and opportunities makes it all worthwhile.
It’s tempting to focus on the sights and sounds, but trade shows are about other senses as well, such as taste, touch, and smell. We don’t often think about the familiar “smells” of trade shows, but there are many, which we all recognize as pleasant or unpleasant. Indulge me for a minute as I explore the olfactory sensations common to most trade shows and events. In other words, what stinks and what doesn’t.
1-5 Smells
What Smells? Pleasant and Unpleasant Trade Show Odors
B.O. You knew this would be on the list. Go ahead, call me a brainwashed, overly-sanitize consumer of the antiperspirant consortium. I accept that label. But I don’t think I’m alone in being repelled by the acidic pungency of B.O. I can deal with mild, slightly sour B.O. but the clingy stench that leaps from the B.O.’er to your clothing in milli-seconds is totally unacceptable.
Peppermint. Mints are the 6th food group at trade shows. They are everywhere from standard star mints to licorice mints and from packaged promotional mints to over-the-counter mints. Thank goodness for mints. I am especially thankful for Altoids, the nuclear bomb of mints. One Altoids has the power to create a nearly impenetrable minty force field (with one exception – see #10).
Hangover. This smell varies from person to person. On a scale of 1-10, with one being OK and ten being gross, here are three examples:
#1 – Musky. This person got home late, had a few too many drinks, and may have been in a smoky bar.
#5 – Vodka sweats. Not only is alcohol still in their bloodstream, but they are perspiring booze. Whether you like it or not, you’re sharing every fancy martini they had last night . . . but with a hint of salt.
#10 – Vomit (mingled with the above). Enough said.
Propane Fumes. Most forklifts and hi-lifts at convention halls use propane as fuel. The smell isn’t necessarily offensive, particularly if it’s only momentary. It’s the combination of the smell and the heat from the exhaust at a summer show which can be overwhelming. I know they make electric forklifts. With all due respect to Hank Hill and the Strickland Propane Co, I prefer electricity.
Windex. This smell varies depending on the brand and the cleanser, but the unmistakable aroma of cleaning solvents permeates every show hall when the doors officially open. If you’re a germaphobe, it’s the equivalent of crack cocaine.
6-11 Smells
Fresh Baked Cookies. Fresh-baked chocolate chip cookies have become a trade show staple for many exhibitors. It’s a smart idea, but you have to be willing to feed not only prospective customers but also every other exhibitor within a 500 ft. radius Just writing about it makes me want to drive to the mall and purchase a half-dozen cookies at Mrs. Fields. Yum! (ditto — popcorn)
Men’s Cologne/Women’s Perfume. Before anyone corrects me, I know there is some hoity-toity difference between cologne and perfume, but I’m lumping them together anyway. Personally I don’t mind the scent of cologne/perfume, but I emphasize “scent.” It should be subtle. Recall my earlier observation about B.O. This applies to perfume and cologne as well. If your cologne causes someone to visibly wince in pain, then you may want to scale it back a gallon or two.
Feet. Your feet. Not others. Most of us are desk jockeys. We’re not accustomed to walking the show floor or standing for hours. We’re weak. I’m not saying your feet stink, but your may want to add a little Industrial Strength Odor Eaters to your shoes before and after the show. And don’t even think about wearing those socks more than once. Show some mercy.
Carpet and Visqueen Vapors. Visqueen is the plastic covering used to protect carpet from general abuse and tire marks during installation. Both carpet and visqueen give off vapors. New carpet in particular can be vapor intensive. Some folks love that smell. Then again, some folks love the smell of gasoline. I don’t get it frankly.
Bad Breath. Yikes. Combine alcohol, coffee, late nights, and a travel toothbrush and you have the perfect petri dish for bad breath. Mints help to mask the odor, but even mints can’t subdue halitosis that’s become a living, breathing alien organism. With family, you can hand them dental floss, a toothbrush, and Listerine, but with colleagues and strangers you pretty much have to gut it out. I once had a colleague hand a customer three Certs and then smile. Seriously. I’m not that brazen.
Desperation. Nothing smells worse than the exhibitor who leaves all the planning for the plane ride. No pre-show marketing. No review of the graphics. Incomplete forms faxed two days before the show. No scheduled meetings with clients. Four days later, the show is about to end, and there aren’t enough leads to fill a shot glass. If they are honest, they’ll regroup and do better job next time. If not, they’ll do what every lazy, worthless, sad-sack exhibitor does . . . blame it on the show and the ineffectiveness of trade show marketing. Now that stinks!
No doubt, I’ve missed some obvious trade show smells. I encourage you to share your smells . . . that didn’t come out quite right. Let’s give it one more try . . . I invited you to share your observations and stories about smells. What odors do you associate with trade shows. The Good. The Bad. The Really Ugly.
Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). 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.
