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What Cats Can Teach Us About Trade Shows

August 7th, 2012 Mel White 2 COMMENTS
trade shows and kittens

Schooled by “The Master”

There’s a bumper sticker from the Humane Society which says, “Who Saved Who?” We are a nation devoted to pets, whether they’re on the farm or in a purse. They learn from us, but we learn from them as well. The other day while watching Animal Planet with a cat in my lap, one on the sofa next to me, and another puking upstairs (it sounded like the world’s worst ventriloquist), I realized that we could learn a thing or two about trade show marketing from our feline companions.

What Cats Can Teach Us About Trade Shows

  1. Cleanliness Matters. There’s nothing more distracting than a dirty or cluttered booth, whether it’s Day 1 or Day 3. You can always spot the exhibitors who are serious about their trade show marketing. They’re in their space two hours before the show wiping down counters, vacuuming, and organizing. And yes, the booth staff needs to be presentable as well. Not lick yourself clean, but clean.
  2. Recognize Your Meal Ticket. Cats know who feeds and pampers them. They devote their attention to that person to the exclusion of anyone who wants their affection but doesn’t reward them. They tolerate those who occasionally give them a kibble, but they’ll spend hours with the person who makes their life better.
  3. Attitude Matters. You knew this had to be on the list. There are “Scaredy Cats” and cats with a “Tude,”  but there’s a fine line between “tude” and “attitude.” Trade show attendees are looking for solutions for their business or organization. To win their business you must be confident and knowledgeable without being cocky or a know-it-all. Smart exhibitors know the difference between being gracious and welcoming (like a cat) versus being obsequious and fawning (like a dog). Don’t be a dog. It’s embarrassing.
  4. Purring Helps. There’s a reason we love a purring cat. Happiness is contagious. Ever walk by a booth and everyone is smiling and laughing. You want to be with them. When we’re around positive and happy people, our stress melts away.
  5. Conserve Your Energy. Trade shows can be exhausting for us desk jockeys. We no longer have the stamina to stand for hours on a show floor. And then there are the meetings before the show and the meetings and entertaining after the show. The days can be long and grueling. Pace yourself. Take cat naps when you can and drink plenty of healthy fluids. And stretch . . . it’s not always pretty, but it feels good.
  6. Eat Well. If there was ever a time to turn up your nose at cheap fast food, it’s at a trade show. Just because it’s right in front of you, you don’t have to eat it. Wait for the good stuff and then indulge.
  7. Get Along with Others. Trade shows can be stressful. There may be occasional spats with coworkers and a little fur will fly, but the key is to forgive and forget. Don’t let that slap-fest over a patch of sunshine turn into a grudge. There will be lots of opportunities to shine. Family is family, even if there are multiple fathers.
  8. Stalk Your Prey. Let’s not kid ourselves. Trade shows are equally cooperative AND competitive. In a dog eat dog world, let the dogs eat one another. You want to be the one stalking your prey without their knowledge and then pouncing. And, depending on your temperament, don’t be shy about playing with your prey before putting it out of its misery.
  9. Hide Your Poo. Things happen at trade shows, but you don’t have to let the rest of the world know. Be sure to cover it up as quickly as possible. We don’t want to see (or smell) it.
  10. Play the Kitten Card. There’s nothing more irresistible than kittens: cute, cuddly, spastic balls of fur. They attract more attention than the snake lady at the county fair. Deep down, every exhibitor wants a “kitten” in their booth, something that attracts crowds. The goal is to find a “kitten” that relates to your product and service. Is it easy? No. But serious exhibitors, those who are relentless about trade show marketing, are always looking for ways to combine flash with substance so appropriate attendees flock to their booth. When it comes to generating qualified leads, they want to be the electric can opener at dinner time.
  11. Land on All Four Feet. Cats manage to land on all four feet. No matter how much we plan and prepare, there will always be circumstances that we can’t anticipate at trade shows — freight, labor, damage, weather, etc. Things happen. But if you keep your cool and tap into the resources around you, you’ll not only survive but thrive. [Thanks to Lisa Shackelford for this tip]

For you dog lovers, here’s your chance to start a new list:  What Dogs Can Teach Us About Trade Shows. I’ll offer #1 and #2 — “Don’t Bite the Hand that Feeds You” and “Loyalty Matters.”

Let the comments begin . . . .

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

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

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.

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Posted in Mel White, Trade Show Exhibit Tips | 2 Comments »

My Predictions for Late Summer and Fall: Word on the Street — July 2nd thru July 6th

July 8th, 2012 Mel White COMMENTS
My Predictions for the Late Summer and Fall: Word on the Street -- May 28th thru June 1st

Word on the Street by Kevin Carty

Gaze into My Crystal Ball

For the past four weeks, while we have been very busy with lots of traditional trade show work, we have also been working a lot on alternative markets we service through some of traditional and non-traditional distribution channels.

And while that is great! I have been looking at the activity over the past four weeks to get an idea of what the next busy season will bring from a trade show-only perspective.

Some Things I have Noticed

Islands seem to be the topic of the day. Larger properties are on the plates of our in-house and contract design teams. In particular, people are looking to even incorporate more ClassicMODUL double decks.

Now, I know that this time of year probably invites more “spec” projects than any other time of year, meaning projects that may not be as “real” as others. But truly, the projects we are working on are more “real” than in the past at this time of year. The number one qualifier of that statement is budgets. They are proper and inline with what an island display costs.

On the inline side of things, “custom” really seems to be the key characteristic.  Visionary Design Hybrids that are far from the typical Sacagawea, SEGUE, Perfect 10 or Magellan. Again, with budgets that are inline with the customer’s vision for their display.

To say this is refreshing for this time of year is an understatement. Traditionally, this time of year, as I mentioned before, we get a lot of “spec” work that may not be totally realistic from a budgetary standpoint. J You know what I am talking about –the 40’ x 50’ island full of tension fabric SEG, ClassicMODUL extrusions, totally customized, and enough A/V to make Disney/Pixar jealous . . . with a $50k budget.

"We met online but haven't met in-person yet. Is there a future for our relationship?"

Five Predictions:

  1. Islands Exhibits will be abundant!
  2. Custom Hybrid Inlines will be the topic of the inline world.
  3. Rentals are not going anywhere. They are still growing at a double-digit pace and a viable option for many clients at fall shows.
  4. Cost-effective Hybrid Inlines have become the replacement for the traditional upscale pop-up and other historic 10 x 10 options. With Sacagawea and SEGUE Sunrise starting in the $4k price range, why would you ever want a pop-up? And this from a company that sells two pop-up lines.
  5. Alternative markets are on the rise. Retail, museum and semi-permanent displays are not only a great fit for what we all do, but they are a viable year-round market with fewer cycles. We may not get the quantity orders, but the prototypes and the custom orders have high margins. Also, what you learn in these markets is often very applicable to the trade show market. See Past Five Days for several recent examples.

How about you? What are the leading indicators in your market? Are there any specific trends you are seeing from your customer base? Please share with other distributors via the comments section.

This is the time of year when I believe we have the greatest opportunity to carve out new trends and develop new products together that will ultimately help our clients trade show and event marketing experience.

Have a great week ahead! I’ll be in Chicago for the Red Diamond Congress.

–Kevin Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a

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Tony Bennett Joins Classic Exhibits to Launch the Web Development Department

June 26th, 2012 Mel White COMMENTS

Web Development Department

Tony Bennett

Tony Bennett, an experienced web developer, joins the Classic Exhibits Inc. to launch the Web Development Department. The Web Development Department was formed to assist Classic Distributors with the creation, revision, and maintenance of their websites.

As a designer, Tony has created custom and open source based content management systems dependent on project needs. He has assisted clients with search engine optimization strategies to drive more web traffic to their sites, performed necessary hardware and software maintenance on local web servers, and worked to develop web solutions which best fit the customer’s needs.

Over the past six years, Tony has been instrumental in the creation of Exhibit Design Search, the industry’s largest and most sophisticated exhibit search tool. In addition, he’s worked on over a hundred exhibit-focused websites to create their branded Exhibit Design Search, design new sites, or modify their existing websites. Tony has developed sites for clients in a variety of other industries including dental, boating, fine arts, tattoo, real-estate, automotive, religious non-profit, and health and fitness.

“There’s probably no other web developer who has reviewed and modified more display-related websites than Tony,” says Mel White, VP of Marketing and Business Development.” He’s seen it all, from five page websites to sites with hundreds of pages. His knowledge of web development, multiple programming platforms, and the exhibit industry makes him a valuable and indispensable resource for our distributors. Effective websites are no longer a luxury, but a necessity for every portable, modular, or customer distributor. We are excited to offer this service to our distributor network. ”

According to Tony, “I’m an experienced Web Developer with a passion for the ever changing technology landscape. I’ve been doing web development full-time since 2006. I’m proficient with Photoshop, CSS, HTML, PHP, jQuery, Drupal, etc. As a web developer, I have a good eye for design. Many of you already know me, but to those who don’t, I welcome the chance to show you what Classic can do.”

Contact Tony at tony@classicexhibits.com to learn more about the services available from Classic’s Web Development Department.

— Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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

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.

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Pajama Jockeys

June 10th, 2012 Mel White 6 COMMENTS

“When all you own is a hammer, every problem starts looking like a nail.”  Abraham Maslow

Let's Build a Rocket Ship!

It Should be Humiliating . . . For Everyone

What I’m about to discuss will make some of you really mad and some of you really, really happy. I’m not sure whether to point the finger at the trade show industry, manufacturers, distributors, or exhibitors.

Over the years, I’ve written about trade show marketing from multiple angles. I don’t pretend to be an expert. Unlike you, I’m not on the front lines working with clients, nor am I attending a dozen trade shows every year. On the other hand, I have the luxury of seeing your projects and hearing about your orders from you, our designers, and our project managers.

What I’ve learned is that trade show marketing is tough. There are some easy answers, like clear, attractive graphics that address a problem and training your staff how to work a show, but most answers are not so simple. They require in-depth conversations with clients about what they want to achieve, who is their customer base, what is their budget, and what are their overall marketing goals. To get there requires forming a partnership where each side shares information and learns from one another. That takes time and trust.

PJ’s and Dabblers

That said . . . from time to time I run into what I’ll call “Pajama Jockeys” (or PJ’s) in our business. Now, let me qualify this before I get myself into too much trouble. I have no issue with Pajama Jockeys. Their business model works for them. It’s uncomplicated, straight-forward, and often cost-effective for their customers since their low overhead allows them to sell on tighter margins. The same can be said for “Dabblers.” Dabblers are small sign shops that list trade show exhibits in their bag of tricks.

I’ve found that Pajama Jockeys and Dabblers know enough to sell banner stands and basic pop up displays. Occasionally they’ll add Outdoor Displays to their mix. PJ’s are most often home-based businesses with one, perhaps two employees. They have a website, but not a showroom. Nothing gets shipped to them . . . ever! They know their products, and in general, they have satisfied customers. It’s a model that works. Products are sold, customers get what they order, and someone has a job and a business.

That should be enough, right? But it’s not. I’m always surprised when I discover the following:  a) They’ve never been to EXHIBITOR (or TS2 when it existed), b) They never attend trade shows, c) They are perplexed by terms like “modular,” “hybrids,” “silicone edge graphics,” and “cam lock construction,” and d) All their products come from one or two suppliers that pull boxes from shelves and print graphics. Their suppliers don’t build anything. And in many cases, don’t attend industry trade shows either because they don’t believe they’re worthwhile.

It’s Either a Profession or It’s Not

Now we’ve all been in this business long enough to know that most clients come to us with little to no knowledge about trade show marketing. Many are going to a show for the first time, or they are replacing someone who used to handle trade shows for the company. Nine times out of ten, the new person may understand marketing, but trade shows are a mystery. These people need guidance. So where do they turn — the web. The web is a glorious thing . . . if you do your research and explore all your options. Too often, we click whatever is on Page One, look at a site or two, and then start the buying process. That’s scary. We all know the path of least resistance is tempting. This site has hundreds of choices, most good, some really expensive. This other site has 25, all at prices that my boss will love.

"Booyah! That's four sales in the last hour."

I’d love to believe that the Pajama Jockey takes the time to consult with their new client. In other words, what are they trying to achieve, what have they done in the past, has it been successful, what’s the budget, etc. But, honestly, when every other customer wants a $99 banner stand or a $599 pop up, you learn not to ask too many questions. It complicates things, and it’s not financially viable or your model. It’s easier to be a clerk than an exhibit consultant in those circumstances.

The Proof is in the Pudding

Just last week, I attended a two-day show in Portland for a regional association. There were perhaps 130 exhibitors, all in 10×10 spaces. On principle, we work through distributors, but our local IT provider asked if we would work with them on a booth for this show. We agreed since they have been good to us over the years. We rented them a VK-1032 (iPhone) after meeting with them several times, reviewing their objectives, making recommendations, and then introducing them to a graphic designer with a background in trade show graphics.

I walked the show on the last day. How can I say this tactfully? I was embarrassed to be in the trade show business. Wobbly banner stands, broken pop ups, vinyl banners hanging from the pipe and drape, and something resembling shelving from Big Lots. Now this wasn’t a local arts and crafts fair or a home improvement show (which are often very creative), but a professional show. What kept crossing my mind was . . . “Did anyone consult with them and advise them of their options. Where did they buy this stuff?” Our client, on the other hand, told me, “We had 10 times the business we’ve ever had.” Why? Because their message was clear, the booth was professional looking, the accessories were appropriate, and they trained their staff.

Now, I’m fully aware that you can lead a horse to water but you can’t make it drink. Some exhibitors are going to make poor decisions based on stubbornness, budget, or stupidity. That’s their prerogative. What worries me is this:  Are these new exhibitors getting bad advice or no advice because the tool box they turn to consists of a hammer and nails? They don’t know any better, and the options they are offered are both inadequate and counterproductive.

Which brings me back to my earlier point. Who’s to blame here? I want an easy answer because that would make is simple. But it’s not simple. Yes, I hold PJ’s and Dabblers responsible for clerking rather than consulting, but we’re all culpable when we focus on the transaction rather than the interaction. In our haste to close a sale, we do a disservice to our customer when we fail to behave as exhibit consultants and professionals. That said . . . I know from experience how painful and frustrating it can be to care more about your client’s success than they do. But, that doesn’t excuse us from trying each and every time even if  they select a $99 banner stand and a $29 literature holder for their annual industry show.

I’d enjoy hearing your thoughts . . . just count to 10 before hitting the enter button on your keyboard. 😉

— Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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

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.

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Posted in Mel White, Trade Show Exhibit Tips | 6 Comments »

How to Win a Gold Medal at Your Next Trade Show

May 21st, 2012 Mel White COMMENTS

Stand on the Podium

Yeah for Me!

The Sochi Winter Olympics is just around the corner. We love watching the competition — who wins, who loses, and the  inspiring stories about athletes who participate but do not win a gold, a silver, or a bronze medal. Athletes want to win, even if they know it’s a long shot, so they plan, prepare, and train for a chance to stand on the podium. No one prepares for the Olympics just to win a participation trophy.

Trade shows are no different. For anyone new to trade show marketing, here’s an important tip no one’s ever going to share with you (except me). You can waste LOTS and LOTS of MONEY participating in trade shows if you don’t know what you’re doing. I don’t care how smart you are. You are going to make mistakes. Lots of them, but the key is to minimize them from the get-go. The trick — learn from the folks who have already made those mistakes and who have stubbed their toe(s) more times than they want to be reminded.

Here’s what they’ll tell you.

#1. What’s Your Goal. Why are you participating in a trade show? To build the brand, increase sales, meet new customers, find new markets. All are legitimate reasons to exhibit at a show. Bad reasons . . . Going on a whim, because it sounds like a good idea, or because your dog Rex tells you to go (What a bad boy!). Without a goal you have no way of measuring your success. Get a goal. Write it down and share it with your team. Then and only then should you consider trade show marketing.

#2. What’s Your Budget. If you say, I don’t know then fold up your tent and go home. The number doesn’t matter, except as a baseline for what you can and can’t do. It’s all relative. $10,000 will get you one thing . . . . $250,000 will get you something else.

Visionary Designs VK-1319

#3. Do Some Preliminary Research. It’s easy. It’s called Google. Is it going to confuse you? Hell yes. You’ll see stupid numbers like $79 for a banner stand and $1.5 million for a custom exhibit. Imagine walking into a new car lot not having seen or driven a car before. You need a point of reference, but you don’t need to be an expert. That’s impossible. You just need to get a sense of what’s on the market and how much displays cost. That’s it.

#4. Work with a Seasoned Exhibit Professional. Why? Why not! I’ve never met anyone in this business who wants a customer to buy the wrong display. You’ve got a budget, right? That will narrow the choices. During the initial meetings, an exhibit consultant will spend more time talking to you about your goals, your message, and your shows than they will about what display to buy. The display is important, but it’s simply a tool. They want you to succeed. Then you’ll come back and buy more. Yippee! It’s a win-win.

#5 What Shows. Now you may already know which show(s) you must attend. Every industry has a trade show. That’s the first step but hardly the only step. Are their other shows you should attend because you want to expand into other markets? How about local shows where all you need is a table top display or a pop up. Ask your vendors which shows they attend. Or use one of many online tools like the www.thetradeshowcalendar.com. Or, here’s a thought — ask your exhibit professional to assist you.

#6. Plan, Plan, Plan. I know. It’s boring. But, apart from identifying your trade show marketing goals, nothing is more important. You need to put in the work. You need to complete the required paperwork on time. You need to conduct pre-show marketing to get potential clients to your booth. You need to create a project list and check and double-check every last detail. You’ve heard it a million times, but this time it’s true:   Fail to plan, then plan to fail. Planning makes the difference between pouring money down a rat-hole and complaining that trade shows don’t work and becoming the next CEO of your company. Well, that may be a little exaggeration (but not much).

#7. Who’s Going to the Show. Working the booth is neither a punishment nor a vacation. It’s a job. There’s no in-between. The folks who work the booth have to understand that. They must know the products and services, possess outstanding customer service skills, and be willing to meet clients before, during, and after the show. They must know the difference between entertaining clients and a felony. They must understand the distinction between social drinking and detox. If they don’t, no matter how charming they are, leave them home.

#8 Train Them. Yes, train them. Before the show, meet with your team and review the goals, the schedule, and the products

Bazinga!

and services. Who handles which product line? Who’s the expert on specific services? Who greets clients as they enter the booth? How do you plan to handle leads? Are there meetings and presentations in the booth space? Who cleans in the morning? Who cleans in the evening? How do you handle competitors who enter your booth? There’s a lot of questions and situations that can happen during a one to three day trade show. Do not leave them to chance!

#9. Leads. Treat them like a credit card. You never know if the limit is $500 or if you found an American Express Platinum with no limit. There are really three keys to managing leads. First, qualify the lead and take lots and lots of notes. You may think you have an eidetic memory, but trust me, unless you are Sheldon Cooper on The Big Bang Theory, you don’t. All the details you capture only increase your odds exponentially of making a sale. Knowledge is power on the trade show floor. Second, review the leads with the team at the end of the day. Don’t leave the booth and head for the bar UNTIL you’ve reviewed every single lead. Those that need immediate action should be handed to the right person that day. Third, they are sales leads, not confetti. Too many companies treat them like scraps of paper which can be tossed at the end of the show. How you treat leads tells the potential customer everything about your company.

#10. Post-show Analysis.   All too often, when the show is over, the show is over until next year. Big mistake. We learn from our successes and our failures. The trade show team should conduct a “post-show” review within a week. These ideas need to be captured and recorded so the lessons learned can be implemented at the next show. Even better, meet with your trade show consultant as well. He/she can offer advice based on their experience with other clients and show you how you can improve your trade show marketing and save money.

Don’t be shy. Put in the effort and plan ahead and you will be standing on the podium wearing a little gold.

— Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com

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

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.

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

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