Trade Show TalesBlog

Posts Tagged ‘exhibits’

The Life Cycle of a Portable Hybrid Display

August 16th, 2016 2 COMMENTS

quality2

I need to gripe… so I can move on.

Quality Cycles

As you know, all products have cycles. No surprise there. However, one cycle that’s rare discussed is the quality cycle.

In general, first generation (new) products are introduced with mid-level quality. Meaning, while the materials may be of a higher quality, there are always bugs, features, etc. that lessen the “perceived” value. Those are remedied quickly, and the quality improves. Think first generation smartphones, cars, or footwear.

If the product is successful, then others rapidly enter the market. Some add features at the same quality level, but others look for ways to cut costs and the selling price. That may include improving production, increasing volume (and lowing their margins), or the tried-and-true method of making a cheaper version with less optimal or alternative materials. These products may look the same, but rarely perform as well as the higher-quality versions.

What Do We Do?

As customers, we experiment with the look-a-like cheaper versions, ex. shoes, lawnmowers, jewelry, or BBQ grills. We discover that price is usually a good indicator of quality. That doesn’t mean we won’t buy a less expensive suit or dress, for example, but we understand that it won’t perform at same level as the more expensive one.

You know this, intuitively. In our business, exhibitors are often confused by a product that appears to be the same but is less expensive. Pop Ups and Banner Stands fit this pattern. You know that and are able to describe the differences to your customers based on your experiences with those products.

Can you do the same with Portable Hybrid Displays? That’s much harder.

1202_render_1bEarlier this week, I saw a 10 ft. hybrid backwall for $1,759. It included plex wings, a fabric graphic, lights, and a case. Great price on a kit that looks similar to a Sacagawea Portable Hybrid at around $4000.

I often see the bargain imported hybrids on the trade show floor, so I thought I’d share what I see as the major differences. These are not obvious, especially if your only point of reference is an online rendering.

1. Much lower quality aluminum (softer) with thinner walls, less internal ribbing, and minimal anodizing. Meaning it will dent, scratch, distort, and discolor after two or three shows. Do you recall when pop ups displays always featured “aircraft grade” aluminum? It matters.

2. Hinky hardware connections (yes, I said hinky!). I can’t tell you how many I’ve seen leaning like the Tower of Pisa. Most of the time, the connections are not repairable on the budget hybrids.

3. First or second generation dye-sublimation printing on low thread-count fabric. The images are muted, and the fabric is more prone to ripping and distorting. It’s clearly not HD quality. It’s like buying a shirt at H&M. You don’t expect it to last.

4. Minimal packaging. Basic foam and tape for one-time use. This increases the chances of damage and lost pieces — significantly.

5. 100% tool assembly and caricature-like instructions. Makes me appreciate IKEA instructions.
Plus limited upgrades and accessories.

6. Low quality roto-molded cases. The plastic walls crack, buckles break, or handles snap after several shipments. You know you’re in trouble when the case is held together with duct tape.

7. Lastly, the warranty is laughable. Not happy? Want to return it? Now you are just making my sides hurt.
lawnmower

Let’s Not Kid Ourselves

There is a market for these basic hybrids. And there should be. But as exhibit professionals, we shouldn’t present them as comparable to higher-quality portable hybrids, especially to our corporate clients who want a durable, attractive, and easy-to-assemble display.

Allow me to put this in perspective with a personal example. Quite a few years ago, I purchased a $169 lawnmower. It lasted four years and did an OK job, except for the wheels always falling off. Then I bought a Toro for $325. It has lasted 10 years and does an AMAZING job, and I expect it will last another 5 years. My all-to-friendly neighbor agrees.

Your customer will always buy based on their budget. And you are going to sell them what they can afford. No complaints here. However, as the “tactful professional” is important for them to understand what they are getting (and not getting) on any display purchase.

I’m better now. And I’ll move on. Comments? Please share.

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

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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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10 BIG Trade Shows in North America | October 2016

August 3rd, 2016 COMMENTS

Blog10Big

October 2016 is a busy month for trade shows in North America. Maybe they are on your radar. Maybe not. But it’s always nice when you don’t have to go hunting for information. So sit back and enjoy 10 BIG Trade Shows happening in October.

EMS World Expo – Oct. 3 – 7, New Orleans, LA

http://www.emsworldexpo.com

North America’s largest EMS conference and trade show, EMS World Expo, hosted in partnership with NAEMT, will bring over 5,100 EMS professionals together in New Orleans for an industry-leading event. Delivering state-of-the-art technology, products and services from 350+ exhibitors who are transforming EMS operations. Exclusively co-located with the World Trauma Symposium.

HR Technology Conference & Exposition – Oct. 4 – 7, McCormick Place, Chicago

http://www.hrtechconference.com

World-famous “buyers’ show” for HR Technology. HR Tech has been proclaimed the HR Show to attend by HR practitioners, independent analysts, journalists, bloggers, and even the former COO of SHRM. Many vendors even choose to announce their latest products for the first time at HR Tech. There is no better place to touch, compare and contrast the latest solutions from leading vendors in every category, as well as start-ups.

dairyWorld Dairy Expo – Oct. 4 – 8, Madison, WI

http://worlddairyexpo.com

Celebrating their 50th Expo this year, the World Dairy Expo serves as a forum for dairy producers, companies, organizations, and other dairy enthusiasts to come together to compete, and to exchange ideas, knowledge, technology, and commerce.

IBEX The International Boatbuilders’ Exhibition & Conference – Oct. 4 – 6, Tampa, FL

http://www.ibexshow.com

Where Better Boats Begin. IBEX 2016 returns to Tampa in October with more exhibiting companies, more new products, more boats on the docks, robust technical training, and essential conversations among industry professionals.

NRPA 2016 Annual Conference – Oct. 5 – 8, St. Louis, MO

http://parks.nrpa.org/conference2016/

The NRPA Annual Conference is the premier annual meeting of the park and recreation community. The three-day event brings together more than 7,000 park and recreation professionals, citizen advocates and industry suppliers or amazing networking opportunities, hundreds of education sessions, and the industry’s largest trade show showcasing the products and services of nearly 400 exhibitors.

InfographicGreenbuild International Conference & Expo – Oct. 5 – 6, Los Angeles, CA

https://greenbuildexpo.com

Greenbuild offers a place where more than 20,000 green building and design professionals come together with sustainability leaders from around the world for three exhilarating days featuring over 500 exhibiting companies offering innovative products and tomorrow’s technologies.

NAPE Expo – Oct. 12 – 13, Colorado Convention Center, Denver, CO

http://napeexpo.com

The annual Denver expo is a networking event that brings together all the players necessary to forge, facilitate, and close deals. This event offers prospects, producers, and purchasers a unique chance to connect, reconnect, and make deals. More intimate than the annual NAPE Summit, this show is a “must attend” event for those who want to network with the people and players that have firsthand knowledge of the opportunities and prospects throughout area.

NACS Show – Oct. 18 – 21, Georgia World Congress Center, Atlanta, GA

http://www.nacsonline.com/nacsshow/Pages/default.aspx

As convenience and fuel retailing’s premier industry event, the NACS Show attracts more than 23,500 industry stakeholders from around the world. Buyers and sellers come together to conduct business and learn from one another – all in an environment rich with new ideas and partnerships. With 400,000 sq. ft. the NACS Show is the place to network and connect with convenience and fuel retailing industry peers and experts. You will discover thousands of the latest products and services that c-stores sell and use every day.

ImageIMEX America – Oct. 18 – 20, Las Vegas, NV

http://www.imexamerica.com/#

America’s worldwide exhibition for incentive travel, meetings & events, IMEX America attracts key industry players from North America and around the globe. Buyers at the trade show represent all industry segments; Agency, association, corporate and independent planners.

The exhibitors you meet at IMEX America include U.S. domestic suppliers, global tourist offices and convention bureaus, major hotel companies, conference and exhibition centers, cruise lines, airlines, spa resorts, technology providers, event management specialists, and more.

2016 NFDA International Convention & Expo – Oct. 23 – 26, Philadelphia PA

http://convention.nfda.org

The world’s largest funeral service expo, where more than 300 exhibitors bring the best funeral service products right to you! Discover the latest product and service trends. Take advantage of exclusive exhibitor offers. Network with exhibitors and fellow funeral directors from more than 40 countries.

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Shopping for a new or rental exhibit? See over 1400 contemporary islands, inlines, banner stands, and trade show accessories at www.classicexhibits.com. Click on Exhibit Design Search for the largest display selection in North America.

Gravitee One-Step Demo Video

March 9th, 2016 2 COMMENTS

Gravitee800x800-01

On Day 3 of EXHIBITORLIVE, we shot a video of Kevin highlighting the features of the new Gravitee One-Step Modular System. By then, he had perfected his Gravitee presentation… well… mostly. Admittedly, it’s no ShamWow or Ronco Rotisserie pitch but how many times can you say, “But wait! There’s more!” in real life? We cut a little in the beginning when he launched into a history lesson. We’ll share that oh-so exciting portion the next time you visit us in Portland.

See the video below and click here to download the Gravitee Price List. Please let us know if you have any questions.

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

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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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Why Are Marketers So Bad at Trade Show Marketing?

December 28th, 2015 COMMENTS

Classic

Some marketers will hint at it. Others will grumble. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a textbook. I know. After earning an MBA, I went to work for an exhibit builder. On Day 1, I was clueless.

I’d love to say that trade show marketing is marketing but that’s not entirely true. It’s odder, less compact, and more unpredictable than other forms of marketing. And, depending on the company, it can be more difficult to measure results.

3D vs. 2D

Marketing has traditionally been 2D:  print and television, brochures, websites, etc. It’s also been static and somewhat controllable. Trade show marketing or face-to-face marketing is as much about human interaction as the message or the branding. It’s about creating conversations, before, during, and after the show. Then there’s the booth design. That’s outside most marketers’ comfort zone and the dollars involved make it even scarier. It’s easy to panic when the costs begin to hit six digits for even a modest island exhibit.

Variable Measurements

Unlike print, television, or web ads, there are no standards or no reliable source for subscriptions, ratings, or clicks. Counting leads works, but it’s a crude measurement. More sophisticated exhibitors track pre-show promotions, leads, and sales through the entire sales channel, but they are the exception.

Competitors

SoYoungTrade shows are truly a competitive sport when it comes to marketing. It’s the one time you and your competitors are all in the same room, all vying for the attention of the same audience. You see what they’re doing… and vice versa.

Uncontrollable Variables

No one likes unpredictability when it comes to their marketing campaign and implementation. Yet, despite one’s best efforts, trade shows can be chaotic. Freight doesn’t arrive on time. Items are broken. Flights are cancelled. An exhibitor on the far side of the exhibit hall is giving away beer and sandwiches. The exhibitor nearest you has their music so loud you can’t talk to potential clients without shouting.

Unfamiliarity/Knowledge

Most medium-sized companies participate in two to five trade shows per year. Some as few as one. That makes it challenging to become an expert quickly. Plus, each show may not only have a different audience, but also different rules, layout, and resources. Too often, when the internal “expert” understands how to maximize the company’s trade show efforts, that person is assigned to other responsibilities. Then someone new has to start fresh.

Sales and Marketing

PhiladelphiaCommercialBefore, during, and after a trade show, sales and marketing must be partners at dance. You’re a team. Face-to-face marketing requires sales skills and marketing expertise perfectly choreographed. And no matter how much sales and marketing claim to play nice, there’s always a wall at most companies. It’s that wall that dooms most exhibitors from fully benefiting from their trade show program.

So how do you become an expert at trade show marketing? 

  1. Go to trade shows as often as possible as an attendee. Ask questions and listen to what works and what doesn’t. Plus, be willing to take classes at industry events about trade show marketing, even if you goal isn’t to become a trade show certified manager.
  2. Rely on your local trade show professional. If they only know how to sell you a display, but not how to succeed at trade show marketing, then find someone else.
  3. Tap into industry consultants. These folks know how to avoid the potholes and the meandering paths so often taken by trade show exhibitors. You can find them in LinkedIn, Google, or by simply asking your local vendor.
  4. Plan to succeed. Create a comprehensive plan that targets pre-show, show, and post-show marketing and put specific goals in place for each one.

–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.

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What’s Your Trade Show Kryptonite?

August 19th, 2015 4 COMMENTS

Superman

X-Ray Vision

We shouldn’t but we do. We hope that the next attendee who walks in our booth is Superman. Not Superman Superman, but the sales equivalent of Superman. Faster to sign a contract than a speeding bullet. More powerful than the VP of Purchasing. Able to leap over objections in a single bound. We yearn for Superman (or Superwoman) to enter our trade show booth space.

Yet, we place kryptonite everywhere in sight so Superman veers away (no doubt into the arms of our evil nemesis — Super Savvy SalesPerson). What did we do wrong? Well, let’s eliminate the easy mistakes, the ones so obvious that his X-ray vision saw them three aisles over.

Frenchy Fry Me: Nothing says no-loving like a staffer hunched over lo mein, a cheeseburger, or chicken nuggets with honey mustard in your booth. And, yes, I did see you wipe your hands on your pants.

Kryptonite-TSFive-Second Text: Baby-boomer, GenX, or millennial. Doesn’t matter. You can’t start a conversation if you never start a conversation. It gives new meaning to — “Hey buddy, my eyes are up here!”

The Quickie:  Good choice. A vinyl graphic hanging on the pipe and drape. Perfect if you’re pitching hairball chews at the local cat show. Otherwise, it says, “I’m living in a van down by the river.”

The Berlin Wall: The banquet table is your best friend at a hobby or arts and crafts fair. Take the same approach at a trade show and expect to catch up on your texting and Facebook posts at the show.

I Don’t: Got there late. Left early. Spent most of the time flirting with the woman on the next aisle.

Concrete Cal:  No flooring. Or padding. Or orders.

Clowns10 Clowns in a Car: How nice! The entire sales team is here. Except this isn’t a rave party, a tailgater, or a celebrity sighting. “No thanks. I’ll take the next less-crowded elevator.”

Maximus: “Just give me 5 minutes to find it. I know it’s here somewhere. I swear I just saw it. Here it is! Nope, that’s not it.”

Love Me Some Swag in the Booth: Selfie sticks, pens, water bottles, shopping bags, phone chargers, tech tools, lip gloss, exercise band, calculator, hand sanitizer. ‘Hey kids, Daddy went to a trade show.”

Mystery Date:  “I’ll give you three guesses what my company does. Want a hint? Another hint? Starts with the letter G. See the display on the corner with the hanging sign. We do what they do.”

Turn Me On:  Day 1. “Anybody know how to launch the video or turn on the tablet?” Day 2. “Did anyone charge the tablet or bring the thumb drive?” Day 3. “I don’t know. We think they’re broken.”

Don’t be the only person at the show not wearing an “S” (for sales superstar). Get rid of the exhibit krytonite and you’re guaranteed to attract a Superman (or two or three) to your booth.

Got any other kryptonite no no’s? Please share in the comments.

–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.

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