Shared Knowledge University | Trade Show Ideas & Inspiration

Well…. You Asked Me How I’m Doing!

January 2nd, 2015 Mel White 10 COMMENTS

Shooting from the Hip, Reid Sherwood

It’s Been a Roller Coaster Year

All in all, it was a great year because of the Classic Distributor Network. I won’t go into detail since Kevin will cover it in the 2014 State of the Company letter, but here is what I will say about my year.

First, you trusted us with your business and we appreciate that. Whether it was existing long-term distributors or newbies to the Classic Family, you sent us bigger projects and more orders. Overall, the price points were higher which made for a good year.

For me, it’s been a roller coaster year. I attended EXHIBITOR (every year now since 1989) where we launched several new products, including our On The Move Furniture line. It was three days of crazy. I never had an opportunity to walk the show floor. At EXHIBITOR, we were selected as finalists for the Portable/Modular Award. Quite an honor.

In May, Classic hosted the spring session of Shared Knowledge University. It was packed with distributors, sales associates, project managers and designers. It’s always a joy to show you our building, equipment, processes, and people. There were even some industry veterans at SKU with over 30 years of experience who gave their time and advice. Spring 2015 SKU is May 18-19. Please contact Jen or me to reserve your spot (Trust me. It fills fast).

The summer was anything but summer. It was far better than expected. From what you’ve told me, marketing money was free’d up that sat on hold for too long, which was a refreshing change. Fall continued the summer trend. Unfortunately, I was unable to attend SKU for reasons which I’ll explain in a moment.

As the year closed, I attended EDPA ACCESS in Palm Harbor, FL and sat through multiple sessions and visited with customers/friends. The best part was at the Gala where Classic Exhibits was awarded an Eddie for Exhibit Design Search. WHAT AN HONOR! It was a fitting way for us to end the year on a high note.

On a Personal Side

Many of you are aware that I had reconstructive back surgery in mid-September. The surgery left me grounded for the past four months. Thankfully, the plates, screws, and wedges put Humpty Dumpty back together again.

Thanks to everyone who reached out via phone, email, text, or social media. Your concern was overwhelming. My wife and daughter (God bless them) monitored my Facebook and email while I was in surgery and recovery for six hours. When I was back in my room and coherent, they handed me my phone and said, “Here! You have a million friends and customers who have reached out to you and we can’t keep up.”

I am so very grateful. Eleven days in the hospital teaches you a lot. It teaches patience (I had none when I started and have less now). But it shows you who your friends are. The surgery was a huge success and other than healing, the pain is gone in my back.

I was working from a hospital bed and at one point after three pretty successful sales days in a row I said to Mel, “Maybe we are on to something here. Perhaps pity is the key to sales.” 😉 I also want to thank Jen LaBruzza (my counterpart on the West Coast). Not only did she do double duty at SKU while I was in agony, but she also checked in with me several times a day. Mike Swartout (our creative director) and I exchanged Facebook messages about our pain meds. There was a point where we thought Jerry Garcia would have been jealous of our personal pharmacy.

I also want to mention Dave Brown and Gina Porcaro from Optima. I don’t want to get all gooey and mushy, but they are more than friends. They are family. Gina lives in Grand Rapids where I had the surgery and was kind enough to sit with Vicki and Jennifer while I was in surgery and recovery. In addition, they called and texted many times just to help me keep my head clear.

EDPA was a blast after 10 weeks of not seeing any customers. I told my wife on the way home from the airport how good I felt, but when I got home and laid down to go to bed, I kicked the covers back and the pain was searing. It was the same exact pain on the right side that the surgeon fixed on the left side. On a scale of 10, it was a 15. After a couple of appointments and some heavy steroid and anti-inflammatory meds, we decided to do an MRI. It looked fantastic. There was NOTHING on the right side that could be causing the pain. Then… the surgeon had X-rays taken and says, “Well, sir, your pain isn’t from your back. Both of your hips are shot. In fact, they look like they are from a 100-year-old arthritis patient, and your sacroiliac needs to be fused as well. Your right hip should be done today.”

Nothing can be done for another few weeks until the back surgery heals. Then, nerve block in January and again in April. My goal is to have the right side done and the sacroiliac fused at the same time after SKU, and the second one done right after the 4th of July. I WILL be at EXHIBITOR. I WILL be at SKU. But I will probably not travel much other than short driving trips until this is all fixed.

A Lesson Learned from All This

While at the surgeon’s office, there was a gentleman waiting in a wheel chair. He looked to be in his late 20s or early 30s. Both of his legs were gone just below his knees. I sat next to him and was in obvious pain. He asked me what was wrong, and I told him. I looked at him and said, “Looks like you were in a farm accident or something of that nature.” He said, “No, on my third tour of duty in Iraq, I was in a school area and someone threw a bomb/grenade towards us and near some children. I dove to get to it and it blew my legs off.” I was just shocked and after what seemed like an awkward silence, he said, “It’s OK. I would do it again in the same situation and so would you.” He went on to talk about his wife and kids and how they do everything just like normal.

So here is what I am leaving 2014 with and taking to 2015. Both business and personally, no matter how bad your situation, no matter how bad you think you have it, suck it up. There is always someone worse off. Quit your whining and go forward with what the Lord gave you.

Thanks for a great 2014 and a better 2015.

As the meds wear off,

Reid Sherwood
reid@classicexhibits.com

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Tags: Classic Exhibits, EDPA, Exhibitor, Reid Sherwood, Shared Knowledge University
Posted in Reid Sherwood | 10 Comments »

Another Great SKU Class : Word on the Street — September 22nd thru September 26th

September 27th, 2014 Mel White 1 COMMENT

Kevin Carty, VP Classic Exhibits

Shared Knowledge University Graduation

Last week, thirty trade show professionals descended on Portland, Oregon for Shared Knowledge University. The group was diverse, both in background and geography.

We are proud of every SKU graduating class, but this class was truly exceptional in my opinion. To a person, each and every student came to learn, listen, and participate in the class sessions and hands-on product training. For that, I thank you all. Your engagement across both days was truly over the top.

Anyone who has ever held a business training seminar recently knows it’s challenging to keep everyone engage. Emails are constant and responsibilities don’t suddenly disappear just because you are 2000 miles from the office. This group, however, was involved every step of the way.

This session was a little different. We invited an outside presenter on Day 2, Pinky Gonzales from Sightworks. Pinky is an expert on all things LinkedIn. His two-hour session focused on creating compelling profiles and using LinkedIn as a sales prospecting tool. Based on SKU attendee comments, this session shook up everyone’s understanding of LinkedIn. To a person, they now recognize the true power of using LinkedIn as an active sales tool.

One big takeaway for both Mel and me was that we will continue to include someone like Pinky, and maybe Pinky himself, in future SKU sessions.

To the SKU Graduates, thank you for taking time out of your busy schedules to learn more about the business and the people at Classic Exhibits. You were all amazing. The time we spent each evening at the Kennedy School and Bridgeport Brewery was so much fun. I hope you got a little sense for what we love so much about our city. But whatever you do . . . remember THE PLEDGE!

To our industry partners who presented, Eric from Eco-Systems, Dave Brown, Robin Talbott, and Brianna Ziomek from Optima, and Marlys Arnold from the Exhibit Marketers Cafe, thank you for sharing SKU with us. Your content was “King” as they say. And we appreciate your help as always. The impact of your sessions was felt by the entire class as well as the Classic Team.

Lastly, to our Classic Family — What else can be said but thanks for all your hard work. You continue to make us all shine. We are proud of you and the work you do. The attendees’ feedback was more about YOU as group than anything else. Thanks as always!

See the Tuesday afternoon reception:

You know . . . after seven or eight of these events, you would think that I, as one of the organizers, would not really have much more to learn. Not true! I learned valuable tips regarding business as well as life. And even some odd tips that are not even business related. For example, did you know that the History Channel is an aphrodisiac? In particular, Modern Marvels. It’s true! One attendee has a two-year old to prove it. 🙂

Have a great weekend! Watch for the next SKU announcement, tentatively scheduled for May 2015. We hope to see you there.

Be well.

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

Tags: Classic Exhibits, Eco-Systems Sustainable, Marlys Arnold, Optima Graphics, Pinky Gonzales, Shared Knowledge University, SKU
Posted in Kevin Carty, Word on the Street | 1 Comment »

Does Your Mirror Lie?: Word on the Street — June 16th thru June 20th

June 20th, 2014 Mel White 2 COMMENTS

We ALL Do It

Every morning we look in the mirror. If we are honest, we ask ourselves, “Does what I see in the mirror match what my colleagues, family, and friends see in me?”

Before you think I am going on some sort of Freudian rant, I am not. But, as business professionals, we face this question every day. Take Nordstrom for example. Nordstrom has always viewed itself as a leader in Customer Service. And as I write this, I would say that the public mostly agrees. But there was a point when the Nordstrom Family stepped away from the business, and, after a small period of time, they realized that their self-perception no longer matched their public perception. Once they owned it, they got back on track to being a company known for outstanding Customer Service.

In business, this can be extraordinarily challenging. We are here to grow our businesses — both top line sales and bottom line revenue. In order to do so, we need to market and evangelize our businesses. And admittedly, sometimes we find ourselves relying on smoke and mirrors. It’s human nature to want to be all things to all people. But it’s a slippery slope.

The Naked Truth

A few years ago, we made a very conscious decision at Classic Exhibits to do the unthinkable, the most uncomfortable thing in the world in many ways. Namely, pull back the veil in a very aggressive fashion. Become transparent and expose who we really are. Now I don’t pretend this was earth shattering, but I will say from the perspective of someone who has been at Classic longer than anyone else (20 years in July), it was a bit nerve racking in the beginning but cathartic and gratifying in the end.

Classic Exhibits Main Entrance

Five years ago, Mel and I were the company Road Warriors, traveling 3-4 months of the year (not including industry shows) to spread the Classic word. And it was effective. And to this day, many of you can attest that Reid and Jen are equally, if not more successful. But for me and Mel, we took a step back from traveling and decided to encourage more customers to visit us in Portland. The approach included Shared Knowledge University twice a year as well as scheduling distributor visits every couple of weeks for individual training, client previews, or tours.

Again, nothing earth shattering on the surface, but by doing so, we knew all perceptions (good and bad) would be thrown out of the door the second someone walked into our facility. And a whole new perception would be created. What would that be? Would it line up with who we had been telling people we were in the past? What would people think when they saw the entrance really is just a small red door on the SW corner of the building that opens into the Production?

Well I am writing this because of one comment that I have heard from attendees at every SKU, ranging from customers who have been distributors for 17 years to only a few months. What do they say? “You are exactly who you said you were.” I even had one person say, “You were not kidding all these years that you are a manufacturer … and that’s it. I was sure that I was going to walk into the showroom you always claimed you didn’t have.” My answer, “Well, we do have a showroom. It’s the biggest showroom in the industry. It’s our 75,000 sq. ft. manufacturing space.” 🙂

By far, the highest compliment we receive is about the “Classic Family.” For years, I have bragged about “The Team.” Bragged about how close we all are, how long we have all been together, and how much we care about the business and meeting our customer’s needs. But nothing compares to hearing customers and vendors comment on the “Shared Atmosphere” at Classic Exhibits. It’s who we are.

As I approach my official 20 year anniversary at Classic, few reflections are quite as sweet as our decision to “Bare It All.” Naked is good.

I hope you all have a great weekend with your families.

Be well.

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

Tags: Classic Exhibits, Shared Knowledge University, Shared Success, Trade Shows
Posted in Kevin Carty, Word on the Street | 2 Comments »

French Lickin’ Mary Ann: Word on the Street — May 26th thru May 30th

May 31st, 2014 Mel White COMMENTS

Shared Knowledge University Graduates Another AMAZING Class!

A little over a week ago, Classic Exhibits held the Spring 2014 session of Shared Knowledge University (SKU). To say that it was our nicest group ever is not an overstatement. IT WAS!

Starting on Sunday May 18, 42 attendees arrived from all over the country to attend Classic Exhibits’ bi-annual training. Attendees came from as far as Pennsylvania, New Jersey and South Carolina and as close as Oregon and Washington — and many states in between. The group was the key to the overwhelming success of the event. They were prepared to learn, attentive in class, and hands-on once we hit the shop floor.

The events started casually on Sunday night where we hosted a dinner with attendees who arrived early. We had a chance to share stories at a local brewery before the event “officially” started. After that, we kicked into full gear Monday morning.

Each SKU involves a lot of preparation and a little anxiety since we want everything to be “just so.” But like always, everything went without a hitch.

As a long-time employee of Classic, one of my favorite parts of SKU is that first moment when the group arrives at our facility. It’s our home 8-12 hours a day, so seeing the reaction of the attendees as they walk in is always something I look forward to and enjoy. For most, it’s an eye-opener, with reactions of “Oh wow! You were not kidding.” The shop and the tour reinforces what they have heard from Jen LaBruzza, Reid Sherwood, Mel White and me for years.

Our proud spring 2014 graduates ranged from industry veterans of more than 25 years to folks that were new our industry. Which in itself added to the value of the session. I witnessed a lot of sidebar conversations from student to veteran where ideas were shared and contact information was swapped in hopes of helping one another on future projects.

Spring 2014 SKU Video

The two-day event was not just classroom and shop-level training. There was a lot of fun as well. We are proud of the City of Roses and love the opportunity to show all things “Portlandia,” which includes an evening at the always interesting Kennedy School in NE Portland. Originally an elementary school, it was opened in 1915, then closed in 1975, only to be re-opened in 1997 as a restaurant and hotel including many unique spaces such as the “Detention Room”…now a cigar bar and the “Gym”…now a large group event space. It’s a great place that the group enjoyed, some perhaps a little more than others. 🙂

Evening two, we ventured into the Pearl District of Portland to the Bridgeport Brewery, a restaurant and bar that was opened in what used to be one of many vacant industrial buildings in downtown Portland. The Pearl District is clearly “THE” hotspot in downtown Portland. It’s an Urban Living area complete with restaurants, coffee shops, stores, and apartments/condos.

Before dinner Tuesday night, we took a detour to the Exhibits Northwest Portland showroom for a cocktail reception hosted by Jim Shelman (GM) and the gracious staff at Exhibits NW Portland. It’s a beautiful showroom, and the ENW team created a relaxing atmosphere after two grueling days of intense training.

SKU Photos

I have received many thank you emails since sending the honored graduates on their way (after they recited their secret Graduate Pledge). In particular, I was touched by their comments about the Classic people they met, from Production to Accounting and from Design and Customer Service. Many praised their dedication, openness, and sincerity. One person asked a project manager if Classic was an Employee Owned Company because of everyone’s committment to the business and to the company’s core values of Shared Knowledge, Shared Responsibility, and Shared Success.

Time and time again, what I am most proud of is our people. Take away the shop, the products, the website. Take it all away, and we are still left with the greatest and most dedicated group of employees a company could ask for. And the fact that it “shows” to those coming just for two days is what makes SKU so successful each and every time.

So thank again to all who attended. We appreciate your business and your support for our work families and our home families. And most of all, thanks to the entire team that makes SKU . . . SKU. It’s a great opportunity for people to learn about what we do and more importantly how hard we work to make everyone successful. Finally, a special thanks to our guest speakers: Dave Brown from Optima, Eric Albery from Eco-Systems Sustainable Exhibits, and Tim Patterson, the Tradeshow Guy!

Have a great weekend with your families. June is upon us if you can believe it! We look forward to serving you as we roll into the summer.

Be well.

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

p.s. Want to know what Mary Ann has to do with SKU? Well, you’ll have to attend the September 29-30 session. Contact Jen or Reid for more information.

p.s.s. Eric, you finally graduated. Dave, not yet. One more semester.

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Tags: Classic Exhibits, displays, exhibits, Shared Knowledge University, SKU, training
Posted in Kevin Carty, Word on the Street | No Comments »

No Mountain is Too High . . . Well Maybe One: Word on the Street — September 30th thru October 4th

October 6th, 2013 Mel White COMMENTS

Word on the Street by Kevin Carty

Welcome to the month of October. Yep, that’s right. Three quarters have come and gone in 2013. It’s truly hard to believe. But we certainly ended with a bang. And I hope the same is true for you.

Classic Exhibits had its largest September EVER! So THANK YOU for your continued confidence and loyalty. We certainly appreciate it!

September came to a close with two events: Shared Knowledge University (Fall 2013 session) and The Club 815 Gran Fondo Fundraising Bike Ride.

Shared Knowledge University — Go Fighting Hybrids!

First, SKU was another screaming success. While the group was a bit smaller than some past classes, this semester’s graduating class was engaged, participatory, and of course just plain good people.

McMenamins Detention Room

On behalf of Mel, Jim, me, and the entire family here at Classic Exhibits Inc., thanks to the new graduates for giving your time and attention. We hope you left with a better understanding of the breadth of the product line, the usefulness of the tools we offer such as EDS, and of course we hope you have an even better sense for who we are as a company.

Finally, every class is distinct, and every class leaves its mark on the school and you. The Class of September 2013 was no different. You have left us with memories of KNOBS and just how critical they are to our day-to-day work and personal lives. Now graduates . . . . celebrate your degree with a muffin or two. Please let Jen LaBruzza or Reid Sherwood know if you would like to participate in the May 2014 class. Space is limited and typically fills fast for the Spring session.

Grand Fondo Hood River Bike Ride

Second, The Club Rode once again.

On Saturday September 28, 2013, the setting was once again picturesque Hood River, Oregon in the Columbia River Gorge.

The Team: Joel Roy, Cathy Roy, Grant Murrell, Greg Garrett, Mel White, Dave Brown and Kevin Carty. The Cause: to raise funds for our colleague and friend Mike Swartout, Design Director of Classic Exhibits.

If this sounds familiar, it should. This is the second year we have ridden this same ride for this same great friend. But believe me when I say this year was much, much different in both good and bad ways.

The good part was that this year the wind was manageable, Only about 20 MPH at its worst. But the Bad part was it rained cats and dogs for the first 51 miles of the 80 mile ride. I mean it poured!

To my teammates — Thank You! You are all inspiring individuals in your own right and I appreciate you taking the time once again to go on the ride with me. I know you will agree with me when I say, the rain really was no big deal and did not bother us at all. We were motivated by the presence of Mike and Janet Swartout all along the route. Having you both there was so great and soooo appreciated! Especially at the King of the Mountain climb.

And thanks to all who donated to our ride. We truly appreciate all your support! And its not to late to send in last minute donations. Please follow this link:

https://mycharityofchoice.com/campaign/profile/336.