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Shooting from the Hip — 11.10 (Flying Displays)

August 6th, 2010 Mel White COMMENTS
Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

This week has been a technology roller coaster. All that really means is that our server is/was having problems. Email was not working obviously, which leaves a traveling sales guy with a smartphone that only works as a phone. It seems almost pointless doesn’t it?

August being upon us means that we should all start seeing more orders, and I think we will. I received a voice mail (since email was down) from Mike Sandler of Atlantic Exhibits-Baltimore earlier this week. Mike is not known for embellishing, so I take this as gospel truth. Here is the quote, “Reid – P10s and Magellans are literally flying out of the showroom right now.” I have never seen an exhibit fly, but if Mike says so then I believe him.

I hate to say this, but I believe the baseball season is all but over in Michigan. Just too many injuries to too many Detroit Tigers players. I am going to be a good sport about this and say that I hope the SOX win the division. I still think the Tigers are the only bright spot in Detroit.

Don’t forget to register for Mel’s webinar on Classic Exhibit Design Search (Tuesday and Wednesday). This will be a very productive hour. Trust me on this.

May the Sales God smile upon you until we talk again.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

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Sacagawea vs. Magellan vs. Perfect 10 vs. Visionary Designs

July 22nd, 2010 Mel White 3 COMMENTS

Comparing Four Hybrid Display Systems from Classic Exhibits

Are you comfortable describing the differences between the Sacagawea, Magellan, Perfect 10, and Visionary Designs Hybrid Systems with your customers? If not, here’s an excellent summary of each product line.

It’s actually fairly straight-forward (and it makes a lot of sense). Please understand (which translates to me CMA) that these distinctions are broad-based, and there are always exceptions.

In order, from the lowest to the highest starting prices . . . .

Sacagawea VK-1222

Sacagawea Portable Hybrid Displays

Starting Prices:  $3100 (10×10) | $6225 (10×20)

Sacagawea is the entry level portable hybrid line for Classic Exhibits. Introduced about a year ago, it is our most successful product launch ever. The reasons are obvious:  three attractive design series, compact and versatile displays, and terrific price points.

  • Sizes: Table Tops, 10 x 10, 10 x 20, Pedestals, and Workstations.
  • Kits: 65 standard kits.
  • Straight Extrusions:  Mostly straight extrusions with MODUL S40 uprights and Z45 horizontals.
  • Graphics:  Primarily one large tension fabric graphic @ 7.5 ft x 6.75 ft with a smaller tension fabric graphic and/or direct print graphics. Velcro tension fabric.
  • Assembly:  MOSTLY attached knobs with some hex key connections. Individual numbered parts with setup instructions.
  • Colors:  (9) Sintra/Plex Wing colors. (1) Standard extrusion color:  Silver (clear satin anodized).
  • Packaging:  LT-550 Portable roto-molded case(s) with die-cut foam inserts.

Bottom Line:  Least expensive, mostly straight extrusions, primarily knob assembly, medium-large graphics. Ideal for anyone considering a pop up display.

Magellan MOR VK-1077

Magellan Portable Hybrid Displays

Starting Prices:  $4500 (10×10) | $8745 (10×20)

Magellan Hybrid designs vary from straight-forward to complex. Anyone who loves curves, loves Magellan because the kits are all about curved metal and large tension fabric graphics. The most popular have been the Miracle and MOR, which not surprisingly are also the most affordable.

  • Sizes: 10 x 10, 10 x 20, Pedestals, and Workstations.
  • Kits: 62 standard kits.
  • Curved and Straight Extrusions:  Curved and straight extrusions using MODUL Z45 and S40 for horizontals and verticals.
  • Graphics:  One, two, or multiple large tension fabric graphics. Example: 7.4 ft x 7.8 ft and 2 ft x 7.8 ft (Magellan Miracle) with possible direct print graphics. Velcro tension fabric.
  • Assembly:  MOSTLY attached knobs with some hex key connections. Individual numbered parts with setup instructions.
  • Colors:  (9) Sintra/Plex wing colors. (1) Standard extrusion color:  Silver (clear satin anodized).
  • Packaging:  LT-550 Portable roto-molded case(s) with die-cut foam inserts.

Bottom Line:  Inexpensive, mostly curved extrusions, primarily knob assembly, large graphics. Ideal for anyone upgrading from a basic display system such as banner stands, pop ups, or curved pillowcase graphics.

Perfect 10 VK-1507

Perfect 10 Portable Hybrid Displays

Starting Prices:  $5200 (10×10) | $12,840 (10×20)

There is nothing on the market remotely close to the Perfect 10 and Perfect 20. It defines sexy for a portable hybrid display. It assembles without tools and comes in a mind-boggling assortment of color and shape options, all included in the standard price. The P10 is protected by multiple design and utility patents.

  • Sizes: Table Tops, 10 x 10, 10 x 20, Banner Stands, Pedestals, and Workstations.
  • Kits: 38 standard kits.
  • Curved Extrusions:  Mostly curved extrusions using MODUL S40 for verticals and custom Z33 horizontals.
  • Graphics:  One or two large tension fabric graphics. Example: 8 ft x 5.8 ft and 8 ft x 2 ft (VK-1507) with possible direct print graphics. Velcro tension fabric.
  • Assembly:  ALL attached knob assembly and hinged components. Individual numbered parts with setup instructions.
  • Colors:  (9) Sintra/Plex wing colors. (7) Powder-coat extrusion colors.
  • Packaging:  LT-550 Portable roto-molded case(s) with die-cut foam inserts.

Bottom Line:  Competitively priced, mostly curved extrusions, all knob assembly, large graphics, more options. The Perfect 10 System epitomizes high design and offers the most standard options of any portable hybrid in the world.

Visionary Designs VK-1900 SEGUE

Visionary Designs Hybrid Exhibits

Starting Prices:  $7788 (10×10) | $14,826 (10×20)

With Visionary Designs, anything is possible – portable, modular, custom, and custom-hybrid designs. As the saying goes, “form follows function,” and the amorphous design capabilities of Visionary Designs allows you to create simple, complex, large, or small displays.

  • Sizes: Table Tops, Inlines, Islands, Counters, Pedestals, and Workstations
  • Kits: Over 300 standard kits
  • Extrusions:  Hundreds: Depends on the design and the function.
  • Graphics:  From one to multiple tension fabric and direct print graphics.  Velcro and silicone edge tension fabric.
  • Assembly:  Hex key assembly. Individual numbered parts with setup instructions.
  • Colors:  Standard Sintra/Plex colors. (1) Standard extrusion color:  Silver (clear satin anodized). Powder coat and anodizing options available for an addition cost.
  • Packaging:  Roto-molded cases, tubs, and jigged wood crates.

Bottom Line:  Extensive extrusion options, hex key assembly, small, medium, and large graphics (including SEG), unlimited designs, inlines, islands, and table tops. Visionary Designs includes the new SEGUE line of Silicone Edge Graphic displays, which maximizes graphics and minimizes visible extrusion.

Let me know if you have any questions or would like an in depth review of these systems. I would ask that you forward this link to anyone in your organization who would benefit from this comparison.

Also, please let me know if you would like to participate in the webinar Exhibit Design Search:  Tips, Tricks, and Techniques in September, along with a webinar about the basics of blogging.

–Mel White

http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com
Classic Exhibits Network (LinkedIn)

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Word on the Street — May 10th thru May 14th

May 16th, 2010 Mel White 2 COMMENTS

Word on the Street by Kevin Carty

Distributor Sales or Direct Sales? Why Distributors Matter.

This has been a hot topic all week.

Not that it’s something Classic has contemplated. Much to the contrary. But for some reason, I was asked about this several times.

“Do you sell direct?” . . . “Hey, can I order directly from you?” . . . “Why don’t you sell direct?”

I thought I’d take a moment to address our philosophy on this matter.

First let me say that this is not to slight any manufacturers that sell direct and work through distributors at the same time. Some of our friendliest competitors do that in specific markets, like their own backyards, and it works well for them. Which is fine. Others have opted to go for Company Branded Locations or Company Stores in key markets, and that works well for them. Classic, for instance, has Exhibits Northwest, which sells exclusively in Washington and Oregon. But, Exhibits Northwest is not exclusive in those markets. We have other distributors in Oregon and Washington as well.

When we first entered the market in 1993, there were many established manufacturers already. We were essentially five guys in a garage . We weren’t, but you know what I mean. As such, we did not have the “reach” of other companies, so we needed to rely on distributor relationships to spread the word about Classic Exhibits’ products.

Then in about 2005, when we decided to re-brand the company and really start marketing the our products and services, we made a conscious decision. We recognized that we were not a “National” brand, nor did we feel that was the right approach for our company. Instead, we opted to focus on branding our marketing materials for distributors in each given market. In other words, we recognized that it was THEIR brand that mattered — not ours. Our products and our marketing materials would serve to strengthen their brand.

That is the essence behind Exhibit Design Search. Provide distributors with a professional search tool at very little cost, brand it for their website, deepen their product offerings, and substantially elevate their web presence in their market. A larger presence means more opportunities to close sales and more opportunities to sell Classic products. In other words, Shared Success.

Classic Exhibits Distributors

Now, fast forward to the present. We have invested a large amount of time and energy to develop what we feel is the best Distribution Network in the Industry. And in most cases, we have created Partners, not just Distributors, and forged relationships with companies that believe in the philosophy of Shared Success. Classic started with a distribution model and has kept it that way since the company was incorporated. Our Distributors are our life’s blood.

Having said all that, to answer the questions from earlier this week, we will never sell direct. We have too many good partnerships and friendships. Why risk a solid partnership and years of sales by selling a Perfect 10 or Visionary Designs direct? That makes no sense. We’re NOT THAT STUPID.

To quote Mel White, our resident curmudgeon, “Working with distributors is a big enough pain in the ass. Why complicate our lives even more by working with end-users.”

Thanks to you all.

Be well and have a safe and restful weekend.

–Kevin Carty

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

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Shooting from the Hip — 3.10 (Feedback from Distributors)

May 14th, 2010 Mel White COMMENTS
Shooting from the Hip (trade show tips)

Shooting from the Hip

This week, I’m working from my home office and preparing for another trip on Sunday

The past few days have been interesting. Typically we begin to slow down dramatically in mid-May, but it isn’t slowing down like past years. I have had a dozen or so conversations with distributors who are saying, “Wow, we expected a crash in May, June, and July, but through the middle of May it is pretty decent.” I agree.

As you know, Classic has tried to provide attractive, cost-effective solutions over the past 18-20 months, including our Top 3 — Perfect 10, Magellan and Sacagawea. That approach has been very, very successful. But opportunities on projects larger than 20’ x 20’ have been scarce over the past 16 months, and we are pleased to see  those budgets coming back.

One of the ways we solicit feedback from our distributors is through a Feedback Email. I’m sure many of you have received this email from Mel White, VP of Marketing. We don’t send them for every order (that would be really, really annoying), but we do send about 30 or so every month. In general, the response is positive and if there are any negative comments, they are always constructive. We want you to know that we really appreciate your responses, but we also want you to know that you don’t have to wait for an email to give us feedback. Happy or sad, morose or suicidal, we want to hear from you. Well, maybe not suicidal. You’d probably be better off calling one of those 1-800 numbers instead.

Spring is finally in the air (even though 41 degrees and rain doesn’t feel like it) and that means it’s time to get the Parrothead gear out. I will be seeing Jimmy Buffett for the 43rd time next week while I travel the Midwest, so don’t be shocked if I am dressed funnier than normal.

Let’s work hard to make sure every day is better than the day before. Until next week . . .

–Reid Sherwood

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Word on the Street — April 19th thru April 23rd

April 25th, 2010 Mel White 1 COMMENT

Word on the Street by Kevin Carty

R & D:  Seven (Not so Simple) Steps

Just writing “Seven Steps” makes it sound so simple, like it has a defined start and finish. But if you do much of it, you know it’s a living, breathing thing that never really rests. To stay ahead, you have to constantly be thinking of innovative and practical designs for your customers (See Design Monday this week for example).

Coming off my last trip that living, breathing thing was full of life. This week was all about intensive R & D planning on a series of exciting products rolling out over the next nine months. More products in a compressed time frame than I can ever remember.

So, how do you approach R & D? What are some of the steps you take? For me, I try to keep it the same and maintain a process.

My basic steps are:

  1. Develop a basic idea with a trusted team of people and partners. These can be vendors, Classic Exhibits employees from various departments, customers, or all of the above.
  2. Put the concept to paper with a great design team. I like to utilize both internal and external designers and engineers for this step. It gives you the best shot at something truly unique and infuses it with several different design perspectives.
  3. Give the designs to a trusted group of builders/creators: our Production Engineer, shop guys, and project managers. 🙂
    They know how to transform the impractical into the practical and how to re-engineer the needlessly complex into the real world simple.
  4. Get input on the initial product demos from trusted industry partners and customers. This is the tire kicking step. Will it sell and does it function according to plan? Then send it on the road to see if it’s durable.
  5. Rework it after you receive feedback.
  6. Turn over the final product details to Marketing to make it pretty on paper and e-broadcasts.
  7. Release the product to the Distributor Network.

Visionary Designs VK-1017

Now as I re-read those Seven Steps, it seems too simple, and we all know it’s not. More than anything, if you take the time to ask for input from a trusted team inside your own building and a trusted team inside your industry network, you give yourself the best chance at success. But even with all that, sometimes products never really take off  . . . or at least take a long time to take off. Look at the Visionary Designs VK-1017 for example. We spent a long time developing that kit, and it was just one kit. After we released it, it did nothing for nearly two years. Yet, when we were developing it, we were convinced that it would be a home run.

That was over three years ago. Now it sells quite well and is a very popular kit. So you never know what will be an immediate hit, what will fail, and what will take months or years to find an audience.

Take the Perfect 10 — a great example of a product line where we followed all Seven Steps to a “T.” And once released, it clicked conceptually. People loved it! Loved the design . . . loved the price . . . loved the packaging . . . loved it all.

In the end, I will always follow the Seven Steps, even though they are not so simple. I believe it gives us the best chance at success as we develop new products and designs.

How about you? What are your thoughts about Research and Development in our industry? Please comment.

Be well and have a safe and restful weekend.

–Kevin Carty

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

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