Trade Show TalesBlog

Posts Tagged ‘EMS’

Classic Exhibits and the Experiential Marketing Summit

April 7th, 2025 COMMENTS
Experiential Marketing Summit

Experiential Marketing Summit (EMS) is one of my favorite events.

The content is AMAZING! Brands that come to EMS are not just representative of the best of the best but also come ready to engage with others.

At the same time, everything is intimate in size and very accessible.

So why doesn’t Classic Exhibits have a booth at EMS? That’s a very fair question. 😊

We Did Exhibit at EMS

Classic participated as an EMS exhibitor in the past, and it was great. But it also created uncomfortable conversations… while still providing good leads.

Why uncomfortable conversations? As you know, Classic does not sell direct. Countless times, we would engage Brand “X” in a productive dialogue in our booth… and then we would ask where their marketing office was located so we could connect them with one of our Distribution Partners. Now insert the previously mentioned “uncomfortable pause.” It was then followed by a deflated, “so we cannot work directly with you and your team?”

After explaining more, they understood and were willing to connect with a Classic Distributor Partner, but the energy and enthusiasm of the end-user wasn’t as palpable. I would say “bummer” often described the end-user’s mood.

We Encouraged Others to Exhibit

Starting last year, we opted NOT to exhibit at the show, but rather heavily encourage our Exhibit House Distributor Partners to consider exhibiting. Many of which have taken our advice and will exhibit at EMS.

That “direct” connection with the audience at the Experiential Marketing Summit made so much more sense frankly… and has reaped great rewards.

So even if you are not exhibiting, I encourage you to consider sending 1 or 2 of your company’s representatives to this event. Like I said before, the content is AMAZING, and the engagement with top brands is invaluable.

Let us know how we can assist you with any EMS-related project opportunities.  

Thanks and good luck to everyone attending in the Experiential Marketing Summit!

— Kevin Carty (kevin@classicexhibits.com)

Who We Are

For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, 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. 

Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.

Experiential Marketing Summit 2022 Recap (EMSlive)

May 7th, 2022 COMMENTS
EMSLive Experiential Marketing Summit
Experiential Marketing Summit in Las Vegas

What a great week in Las Vegas at EMSlive 2022. I walked into this event not knowing what to expect, but several friends who had attended before told me, “Just go, interact, network, and converse and you will quickly see why this event is a part of our yearly plans.” They were correct.

EMSlive is a blend of EXHIBITORLIVE based on the end-user attendees and EDPA ACCESS with its showcase floor. And yet totally different.

Brands and Agencies

The attendees fell into TWO primary camps:

Brands looking for new technology and best practices for their Live Event Marketing plans for the coming year. As well as find potential new suppliers for different aspects of their Live Events Campaigns.

Agencies looking to network with Brand Managers and find new partners in the supplier side to include in their offerings to Brands. Read the complete post.

For Classic Exhibits specifically, we participated for two reasons:  guilt and opportunity. We have been named to the Event Marketer FAB 50 Exhibit Builders for 5 of the past 7 years, but we hadn’t participated in their event. We owed it to them to be there.

However, guilt was not the only reason. I knew we would be the “oddball” as a Private-Label Manufacturer that DOES NOT sell direct. But over the past 8-10 years, “Agency” Distributor Partners have become an increasingly larger percentage of our customer base. Specifically, on the build side for their Client Activations, Retail POP-UP’s, Corporate Events, User Events and Outdoor Event needs.

Really Engaged Attendees

I really enjoyed speaking with the Brand Managers, who were always totally engaged! Perhaps it was because of the intimate nature of the event, but when folks were able to roam the floor, they would walk up and wait to start a conversation with me, even when I was speaking to someone else.

The catch always came about three minutes into the conversation when inevitably the Brand Manager would say, “OH… so you can sell direct to me!” To which I would reply, “No, but I do have a great Distributor Partner in your area that would be a perfect fit. They would be your main contact, and I would just be guiding the build side from behind the scenes.”

About eight of you already know what I am talking about because we’ve already scheduled calls. More are coming as I continue to process through the show leads.

The Agencies were great as well! It was inspiring to hear what they do and how they make client events interactive, fun, professional, and educational.

The Buzz in Vegas

Many have asked me, “How was the buzz in Vegas?” “WOW!” is all I can really say. There were events at all the major trade show facilities AND the NFL Draft was right in the heart of the Strip. Vegas was on fire in the best way. Whether at the hotel, in a cab, or at a restaurant, Vegas was over the top welcoming. It felt great!

In closing, to the entire team that helped put EMS2022 together, thanks for making this first-timer feel welcome and letting me know that “This is how we do it!” You put on a Class A event. I’m looking forward to next year. already.

–Kevin Carty

Classic Exhibits has been designing and building solutions since 1993. We’ve been honored as an Exhibitor Magazine Find-It Top 40 Exhibit Producer and an Event Marketer Fab 50 Exhibit Builder multiple times. Along with numerous Portable Modular Awards. 

With over 200 Distributor Partners throughout North America, there’s a Classic representative close by. Contact us today whether you need a durable hand sanitizer stand built to last, a rental display guaranteed to attract trade show attendees, or a custom safety divider with all the bells and whistles. We’re not just different. We’re better.