Trade Show TalesBlog

Posts Tagged ‘exhibits’

Why We’ll Never Be the Cheapest

December 14th, 2011 4 COMMENTS

The Cheapest

Back Off Scrooge!

Back Off Scrooge!

Anyone who sells a product or provides a service will invariably get asked at some point, “Why aren’t your prices lower?” That’s a tough question because the answer isn’t always what the questioner wants to hear. Frankly, everyone thinks everyone else charges too much. It’s the nature of buying and selling.

At Classic Exhibits, we get asked that question from time to time. Typically, it’s by a distributor who’s competing against an online display website like www.sittinginmybathrobe.com or www.losingmoneywitheveryorder.com. Their prices are cheaper, sometimes significantly cheaper on basic products like pop ups, banner stands, etc.

We could apologize . . . but we won’t. We’re not selling products of similar quality and design or offering the same “take it or leave it” service.  So, why are our prices our prices?

1. Better Products. Better Designs. Whether it’s a hybrid display, a table top, or a pop up, our products are meant to survive a typical trade show schedule for years. In addition, they blend practical performance with upscale design and innovative accessories. We don’t copy. We create.

2. Customized Set-up Instructions. Except for a basic Quadro or Intro, every customer receives detailed, customized set-up instructions for their display, including individually numbered components. These instructions are available 24/7 as PDF downloads from the Classic website should they ever be lost or misplaced.

3. Customized Packaging. The thought of wrapping a display in bubble wrap and jamming it into a box gives us the heebie jeebies. Nearly every product is packaged in customized packaging which includes die-cut foam packaging for Sacagawea, Perfect 10, and Magellan. Even our crates are full lined with fabric and jigged for most components.

4. Complimentary Design. It’s a service you expect in order to be competitive.

5. Flexible Production. We build displays. We don’t just pull boxes from shelves. Building displays requires that you build to your client’s requirements, even if it starts with a basic kit. Our experienced production team averages eight years of service at Classic Exhibits.

6. Project Management. That’s an important concept. Our PM’s complete detailed CAD drawings, create graphic dim sheets, and manage the order from inception until it ships. They are responsible for approving the final product and working with you in a timely and professional manner. They are not clerks. They are project managers. None have fewer than four years of experience as a trade show PM. One has 20 years and another 10 years of experience.

7. Marketing. We’re not attempting to create a national brand by advertising in airline magazines or on random websites. We advertise a bit in some industry publications and support industry organizations like EDPA, TSEA, and participate in EXHIBITOR. Most of our marketing budget goes toward creating tools for distributors like Exhibit Design Search. And we offer this at a discount ($300) for an online tool that has cost Classic over $450,000 to develop and maintain. Why? We want to build your brand in your market. EDS is an effective tool for our distributors and for Classic, and it’s hope that it engenders loyalty and increased sales for everyone.

8. Made in the USA. This may or may not matter to you or your customers, but nearly all of our products are made and/or assembled in the United States.

9.  Reliable Partners. We are loyal to our partners, like Optima Graphics and Eco-Systems Sustainable. You expect consistency and quality from Classic Exhibits, and we expect the same from our vendor partners. That’s not always possible when you are always chasing the lowest prices just for the sake of the lowest prices.  It’s always possible to get something cheaper. And we are always researching better options, but not at the cost of quality or reliability.

10. We’re not Assholes. If we screw up, we fix it. We don’t ignore you, blame you, or gouge you. We fix it. If you make a mistake, we work with you. When it comes to prices, we refuse to play the “bait and switch” game. Our prices are clear with “includes” and “excludes” noted.  There’s no attempt to show the “full meal deal” but list a “dollar meal” price. Why play that game unless you know it’s the only way you can attract attention? Let face it. We all know a few companies who love to dangle the deal, only to jerk it back once you read the mouse print.

Yes, it’s true. We aren’t the cheapest, but we’re also not the most expensive compared to our competitors. We sit in the comfortable middle, providing high quality products, exceptional service, and remarkable design at a reasonable trade show price. It’s who we are. We’ll never compete with www.displaysinadoublewide.com, but it’s not our market or our customer. Nor, for the most part, is it yours.

Let us know your thoughts. We’d love to hear from you.

–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.

When Trade Shows Don’t Make Sense

October 11th, 2011 7 COMMENTS

TradeshowI’m about to become a heretic. Get those $6 bottles of convention hall Aquafina and Dasani ready. It’s the closest thing we have to holy water.

Since the mid-90s when I fell into the trade show biz, I’ve been conditioned to believe that every organization benefits from a well-planned trade show marketing program. It doesn’t matter whether it’s a Fortune 500 Goliath operating on seven continents or a three person non-profit in Elizabethtown, KY. Trade show marketing, when executed properly, is an efficient tool for finding new customers, spreading a message, introducing new products, and solidifying a campaign. And even as virtual trade shows have gotten more chatter, those of us “in the know” know that Face-to-Face Marketing trumps Face-to-Space (as we call virtual trade shows) every time.

To be honest, I need to take off the blinders. Trade shows do not make sense for every business. It may not fit their business model or growth plans. Or, they may not have the internal capacity or skill to plan and execute a strategy. For these folks, participating as an exhibitor would be a waste of time, money, and resources. That doesn’t mean that they shouldn’t attend trade shows. For some companies, attending rather than participating makes far more sense.

So, let’s take a moment to explore this idea and determine when trade shows, as an exhibitor, does not make sense.

1. Capacity: If you are one of those fortunate organizations that has more business than you can handle, then priming the pump at a trade show would only exacerbate the problem. You need solutions on how to handle existing business, and there are any number of shows for that.

2. Growth Restrictions: Some companies, and some non-profits, simply do not want to grow or are unable to expand for financial or personnel reasons. They don’t foresee their organization getting any larger (or any smaller). Many private practice physicians fall into this category.

3. Skills: Trade show marketing takes time and talent as well as money. Buying a display is not a plan any more than buying a car is a drivers license. Too many companies participate in trade shows without a plan and then wonder why the show wasn’t more successful. Frankly, there are very few unsuccessful shows, but there are lots of unsuccessful exhibitors. If you don’t have the time or the talent to be an exhibitor, then walk the show as an attendee or hire an exhibit house to coach you.

4. Cost:  Trade shows can be expensive, if you know what you are doing. They can be insanely expensive if you don’t. Done right (are you beginning to see a theme?), you’ll more than recoup your investment every time. Done wrong . . . at best, you’ll waste money . . . at worse, you’ll damage your organization’s reputation. If you can’t afford to look presentable, then don’t participate. It’s like showing up at a wedding in cutoff jeans, flip-flops, and a muscle shirt. It’s inappropriate and you’ll look like a duffus.

Duffus Family Crest

5. People: Who you send to represent your organization matters. Some exhibit personnel are lazy or confused. They’re there because the show is in Orlando and Mickey Mouse beckons. When attendees can track them down, they yawn, pick their nails, and scratch. Others have social skills that would make a third-world dictator proud. Still others know just enough to be dangerous. What they share could sink the company because of their lack of knowledge or their discontent with management, co-workers, or the selection in the company vending machines.

6. Management: If senior management doesn’t “get it” and only “tolerates it,” then don’t waste your time. Trade shows demand the attention and the support of senior management. While they may not be able to attend smaller shows, they should always be at the major industry shows — in the booth and greeting clients. A management team that never works the booth doesn’t understand the value of face-to-face marketing.

7. Bad Fit:  Some businesses, non-profits, or government agencies are simply a bad fit for any trade show: local gas stations, state prisons, para-military hate groups, illegal drug dealers, pimps, etc. I’m sure there are lots more, but it hurts my head to think about it.

It’s important to remember that trade shows come in many shapes and sizes. There are the biggies, like the Consumer Electronics Show (CES), medium ones like the National Electrical Contractors Association, and local ones like Home and Garden and Chamber of Commerce shows.

Every year, there are thousands of trade shows. Choosing the right one(s) can be challenging without the guidance of someone who’s been there and who knows the “ins and outs” of trade shows. That’s where a trade show consultant comes in handy. They can advise you of the right shows, the best exhibit design, and how to market yourself. In the world of trade shows, the expression “penny wise and pound foolish” is the mantra of many exhibitors. Don’t make that mistake. If you choose to be an exhibitor, seek the advice of professionals and plan, plan, plan.

–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.

The Greenbuild International Conference and Expo

August 5th, 2011 1 COMMENT
Greenbuild International Show

Greenbuild 2010

Using GREEN to Grow Businesses

The Greenbuild International Conference & Expo is right around the corner, taking place in Toronto, ON from October 4-7. For those who have never been, the show is spectacular, filled with some of the most innovative sustainable products that you will ever see.

The Greenbuild Expo exemplifies the idea of utilizing GREEN to grow businesses. The show provides an unrivaled opportunity to learn about the latest innovations, explore new products and exchange ideas with other professionals. The 3-day event also includes numerous educational seminars and workshops, and is the four-time winner of Tradeshow Week’s Fastest 50 growing trade shows in the U.S.  Last year, in Chicago, IL, the event drew nearly 40,000 attendees and over 1,000 exhibiting companies.

Greenbuild’s attendee base is large, diverse, and geographically distributed. In 2010, the show welcomed attendees from 114 countries, many of which were high-level decision makers.  This year, as the show moves to Toronto, the international intrigue only expects to rise.

Eco-Systems Sustainable Exhibits prepares for this event months in advance, expecting a spike in sales and RFP’s. Although Eco-Systems is not “officially” affiliated with Greenbuild, many exhibitors are drawn to our line of sustainable displays. Last year, Eco-Systems built over 35 exhibits that were displayed at the show. Some of the materials used in the construction of these exhibits include:

  • Recycled Aluminum Extrusion
  • Graphics made from 100% Recycled Soda Bottles
  • LED Energy Efficient Lights
  • Biodegradable Infill and Graphic Panels
  • Bamboo Shelves and Cabinetry
  • And much more . . .

See examples of our Sustainable Exhibits Here:

Textured Coatings of America Inc. purchased a 20′ x 20′ Eco-Systems exhibit for the Greenbuild Show last year. President and CEO Jay Haines had this to say:

“I think it’s one of the greenest booths here, and we’re extremely happy to showcase it at the Greenbuild Show.”

For more information about the Greenbuild International Conference and Expo, please visit the website:  http://www.greenbuildexpo.org/Home.aspx.

Greenbuild International 2010

Greenbuild International 2010

To contact Eco-Systems Sustainable Exhibits regarding exhibit options for Greenbuild or any other show, please contact Eric Albery:

Eric Albery
VP of Marketing & Business Development
eric@ecosystemsdisplays.com
Direct: 616.726.6269
Main: 866.463.2611 x 303

(Source: http://www.greenbuildexpo.org/Home.aspx)

Why I Attend Trade Shows — Love on Aisle #600

May 21st, 2011 8 COMMENTS
Love on Aisle #600 -- Trade Shows and Events

Love on Aisle #600 -- Trade Shows and Events

Shame. Shame, Shame. Get your mind out of the gutter. This is neither a steamy romance nor an even steamier fantasy. This is about the love of trade shows and why you, me, or anyone else attends them.

Over the years, I’ve read more articles than I’d care to admit about why trade shows are important, why exhibit marketing is effective, and why we MUST attend them. They make sense, in the same way that taking vitamins makes sense. On some level you know it can’t hurt and it’s good for you, even if you can’t always measure the results. I could give you the typical sales and marketing reasons to attend, but I won’t. Instead, I’ll share nine reasons why I attend trade shows. It may not be as informative, but it will be a lot more interesting.

Reason #1: I have to. I work for a trade show exhibit designer and manufacturer. Even worse, I co-manage the business so I can’t even pretend to hate trade shows, even if I did. Which I don’t. (Just in case my boss reads this, let me repeat, “I enjoy attending trade shows!”)

Reason #2: I get to see family, friends, and acquaintances. That’s a big deal to me. Until about two years ago, my brother lived in Las Vegas. Attending a trade show in Vegas was an excuse to see my brother. When TS2 was in Philadelphia, I had dinner with my old college roommate. Mostly, I get to see colleagues and industry suppliers whom I’ve known for years. Since I don’t travel quite as much as I used to, the shows are an excuse to chat about business and politics, to have a drink or two, and to gossip, learn, and enjoy.

Red vs. Blue

Reason #3: Competitors. They are there, just like you, with the latest and greatest. Even if you don’t get to see all the whiz-bang cool stuff, you get a sense of what direction they are headed. Are they moving upstream? Downstream? Are they investing in R&D? Who’s hanging out in their booth this year? Who’s not? I never understand why companies forbid their employees from chatting with competitors. Obviously, you have to be smart about what you do or do not share, but from my experience, most competitors are friendly, and the stories, observations, and lies you share are at worse harmless and at best enlightening. And to those not so friendly competitors . . . your paranoia will shorten your life by about 10 years.

Reason #4: I love walking the show floor because there are so many folks with encyclopedic knowledge about an industry. I attended my first trade show in 1994, about a month after starting as the marketing director for an exhibit manufacturer. The owner, a man who knew everyone at the show, introduced me to what seemed like hundreds of people. As we walked the show, he shared his knowledge about the industry, the history of the various companies, and the benefits and features of the products. What I learned by walking the show, both on my own and with him, compressed my learning curve by a good year. I could have never gotten the same information without attending the show.

Reason #5: Ink pens. My wife is a writer. She loves pens, all kinds of pens, but mostly fat pens. I score major points whenever I bring home 3-4 cheap trade show pens, especially if they have some kind of gimmick (and are fat).

Reason #6: Trade shows are an amazing buffet of new ideas. How can you not be impressed by the collective creativity? Whether it’s EuroShop in Germany or the local Business-to-Business show by the Chamber, I always discover new products, services, presentations, trinkets, and people. Even if I’m not looking for something specific, I usually find something worth pursuing after the show that will benefit our business or our customers. Would a virtual trade show offer the same experience? Perhaps, but I doubt it.

Reason #7: Customers. Trade shows are a lot like annual employee performance reviews. There should be no surprises, unless they’re positive. If you dread attending your annual industry trade show because of customer complaints, then your company is in serious trouble. I attend for just the opposite reason. Like Reason #2, I really enjoy meeting customers, talking about their businesses, learning about the challenges in their markets, and hearing about their lives. I know it’s a cliché, but shaking someone’s hand and looking them in the eye changes everything. Sure there may be a negative here and there, but it’s mostly all positive. Over the years, I can only count a few times, working with various companies, that I haven’t left a show feeling upbeat.

What? No Sewing Kit!

Reason #8: Hotel/Motel Toiletries. Actually, I don’t really care about the shampoo or the conditioner, but I hoard the little soaps. I am cheap, but that’s not the reason. I can’t stand the liquid soap at the gym where I am a member, and over the years I’ve probably left over a 100 bars of soap at the gym because I’m absent-minded. The mini-motel soaps are perfect. I don’t care if I leave them, and I don’t care about the brand.

Reason #9: Potential Customers. Next to chatting with existing customers, potential customers are my favorite reason to participate in trade shows. You get to see your company and your booth through their eyes. Is your product and service relevant to them? What interests them? What have they seen at the show that appeals to them? What does the future hold for them? For you? Far too many exhibitors are simply carnival barkers with more teeth and less visible tattoos. They want to close the sale, not create a relationship. That’s unfortunate because no one wants to be assaulted at a show. “Listen and Learn” is my mantra at every show.

Reason #10: For purely selfish reasons, I need a #10 to complete the list. Please take a moment and share your reason for attending/participating in trade shows. Why do you love to stroll down Aisle #600?

— Mel White

Additional Blog Entries:
10 Quick Tips for Any Trade Show Novice
Trade Shows as First Dates

Hiring a Project Manager — The 10 Essentials: Word on the Street — April 25th thru April 29th

May 1st, 2011 1 COMMENT
Managing the Hiring of a Project Manager

Word on the Street by Kevin Carty

Hiring a Project Manager  — The 10 Essentials

Distributors often ask me what Classic Exhibits considers the ideal qualities of an exhibit project manager. Here are 10 qualities we consider essential, in no particular order.

1. Someone who enjoys assisting others.

We’ve found that a background in retail customer service is beneficial . . .  even if it was the candidate’s first job. They learn valuable skills (see Mel’s article about retail and customer service). As you may know, Mel and I both come from a retail training background where we were taught to always look for a way to make the customer feel appreciated and feel like they are “right.”

2. Creative problem solver.

Gone are the days where someone just calls and orders a kit. Most inquiries that come across your desk or ours require creativity and “outside the box” thinking. So a PM must be flexible in their thinking.

3. Mechanical mindset

A project manager must be able to view things from a “practical engineering” view. They need to be able to convert your client’s vision into a practical reality. Our project managers must have CAD skills since they are expected to create detail drawings on custom projects for our Production Department.

4. Detail-oriented (to a point).

This goes with #3. They need to be able focus on the details that will make an exhibit functionally sound. But, and this is a huge BUT,  they are expected to relieve you of the non-essential details, allowing you to focus on sales and new business generation. Most distributors don’t know, and don’t want to know, how many locks are required for a VK-1032 display. They want to know the features and the graphic dims. It’s the project manager’s job to convey exactly what you want and need to know to complete the order.

5. Understands the “big picture” and doesn’t let “I’m right and you’re wrong” obscure them from seeing the larger goals.

This is a big one. Sometimes with the “engineering” mindset on, a PM can get caught up in all the “can’t do’s” rather than what “can” be done. You really need someone that focuses on the “can do”!

6. Personable – Enjoys the interaction with distributors.

Basic people skills! If a person does not like dealing with people, then let them go or don’t hire them. Hate to sound blunt, but it’s reality.

7. Team player – someone who’s willing to raise their hand to assist others.

Team Player

Teamwork

We work with others — sometimes a lot of others, sometimes just a few. Regardless, PM’s need input from others and must be willing to lend a hand when necessary. That’s what makes a good PM. It gets back to being a creative problem solver, and one part of being a good “problem solver” is  tapping into the knowledge of others and serving as a resource for colleagues.

8. Courteous – Recognizes that social courtesy is the glue that greases the wheels in any organization.

Simply put . . . we spend much of our lives at work. Therefore who wants to be around others everyday who are not respectful, nice, and courteous of others.

9. Excellent time management skills.

Juggling is a more accurate depiction. Our PM’s can attest to that. They need to be able to handle upwards of 20 projects at any given time. All bringing different levels of detail and often multiple personalities involved at the other end of the phone. So heavy focus on organization and implementation is key.

10. They care. Yes, they wouldn’t be here if they weren’t getting paid, but they still want to do a good job, they want the company to succeed, and they want our customers to be happy.

It’s important to remember that no one is going to be as emotionally invested in the the business as you are, if you are the owner or executive, but PM’s that care do in fact have emotional connections with what they do. Regardless of the economic times. It’s easy for anyone to say they are invested when we are all worried about economic conditions. But it’s a clear differentiating factor when you find those who are as emotionally invested when the times are good. A lot of this comes back to whether or not a PM, or any employee for that matter, believes in the overall vision and focus of the company.

So, those are 10 of the things we look for. How about you? Do you agree? Are there other elements that you would include? Please respond and share your comments.

Have a great week ahead.

–Kevin Carty

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