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Excellent Interview in Event Design Magazine

June 28th, 2011 Mel White 2 COMMENTS

Event Design Magazine -- June/July 2011

I don’t know how many of you receive Event Design Magazine (www.eventdesignmag.com), but there is an excellent interview with Sue Huff, Director of Global Conventions for Medtronic, in the June/July 2011 issue, Best Practices column.

Normally, I’d simply link to the article, but it’s not on the Event Design website yet. Instead, I encourage you to read the interview if you have the print edition (pg. 16-17), and for those who do not have the issue, I’ve retyped several of her responses below. If I get in trouble with the folks from Event Design . . . well I’m sure they’ll let me know.

From the article:

Sue Huff manages more than 75 of Medtronic’s exhibition programs across all of the company’s U.S. businesses as well as its Pan-European programs . . . . Here, she talks to designers about the keys to creating global consistency, the evolution of social media and virtual events and overcoming cost containment challenges.

Event Design:  What are some of the biggest trends affecting the trade show industry today?
Sue Huff:  In general, I’m seeing social networking and virtual events used in combination with the convention environment. However, virtual has still not caught on in the healthcare industry like it has in other industries, perhaps because it’s important for physicians to be able to talk face-to-face about tough cases. We’re also seeing the show floor decreasing in size because companies are cutting back. At Event Marketing Summit last year, there was a lot of discussion about moving off the show floor with proprietary events, however, this is not common in the healthcare space.

Event Design:  What is the biggest hurdle at U.S. trade shows today?
Sue Huff:  Cost containment is the biggest challenge. With the recent economy, it’s more and more challenging and that’s why we’re seeing decreasing exhibit space. Exclusive service costs continue to rise, at a time when we’re looking at cutting costs. These costs are controlled by the show organizer and their selected vendors. For example, 63 percent of our convention budges are controlled and negotiated by the show organizer, and we have no control over these costs other than to decrease our size, or bring less (weight) to the show.

Event Design:  Is social media having any impact on how you execute at shows?
Sue Huff:  We use Twitter, Facebook and virtual technology. These channels can communicate what’s going on in the exhibit at a particular time, help us learn what the competition is doing and hear what people are saying, or what topics are of interest to show goers. I see this channel in combination with the face-to-face event increasing over time. Face-to-face is still a very important component for the healthcare industry. We’re also seeing more shows offering some type of virtual/web experience through the organizer.

Event Design:  How would you like to see the trade-show world evolve?
Sue Huff:  There’s still a value to face-to-face but the world is evolving with social media and I would like to continue to see how that’s integrated, but not as a replacement for live events. As the younger generation gets older, they’re just more comfortable with it, so it’s going to to continue to evolve. I would also like to see exhibitors more in control over their costs. I’m not in control of over 63 percent of my costs other than to increase or decrease exhibit size. Signing an exhibit space contract when true labor and the drayage rates are unknown is not OK. We need to know what we’re signing up for. I was recently discussing this model with an industry peer, and we agreed, it’s a flawed model. Normally, when you want to buy a service, you go out and get a bid from various vendors, review the responses, decide which vendor you’re going to work with, negotiate pricing, the vendor then provides the service and you pay the vendor. But today, the entire middle section of this model is missing and broken in our industry. To try and explain drayage to a marketing or finance partner is not possible, because it doesn’t make sense. I would like to see this industry healthy, which means the business model must change.

For the complete interview, please read the print edition, or be patient and it will appear online at Event Design sometime in July.

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

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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.

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Posted in Mel White, Social Media | 2 Comments »

SEGUE Sunrise Hybrid Display Animation

April 13th, 2011 Mel White COMMENTS

Our compliments to Mike Swartout, our Design Director, for another fantastic product animation. This time he put on his BIG BOY CREATIVE PANTS for the SEGUE Sunrise video. It’s excellent!

The SEGUE Sunrise Portable Hybrid is an affordable trade show exhibit designed as an alternative to a traditional pop up display. The aluminum frame assembles without tools using attached quick-turn knobs. The vibrant fabric graphics slot into the frame using a silicone edge beading.

Enough chatter . . . . You paid good money to attend the premiere, so sit back and enjoy.

Why choose a SEGUE Sunrise?
* Easy, fast assembly
* Durable aluminum extrusion frame
* Large tension fabric graphic
* Convenient packing and shipping options

Stand out from the pop up crowd at your next show with a SEGUE Sunrise.

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

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Posted in Display Videos, Mel White | No Comments »

Word on the Street — February 14th thru February 18th

February 20th, 2011 Mel White COMMENTS

Word on the Street by Kevin Carty

First Timer’s Experience

This past week had a running theme — First Timers. That is, people who were either attending and/or coordinating their first trade show, or in one case, preparing for their first retail installation. You know what this is like. It’s draining, exhilarating, and frustrating — usually at the same time.

The first “first timer” is a company in California, or more specifically, their marketing agency, which is based in Portland. They are preparing for a show in Chicago in March. Helping them, and the Exhibits Northwest Account Executive, has reminded me of what happens when an exhibit leaves our manufacturing facility. It is also a painful reminder of the crazy hoops exhibitors have to jump through at each and every show.

Let’s start with their questions about electrical. I had to emphasize the need for flat cords when they were coordinating with show labor since they ordered Flex Flooring from Brumark. As we all know, unless they use flat cords, they will have bumps from traditional round cords.

Coordinating the electrical labor left the the marketing agency scratching their heads. I explained that they would need to order electrical services before laying the floor, but there was the possibility in Chicago and in future cities that they would need to order

Electrical Policies for Trade Shows

Are You Kidding Me?

an additional hour once the exhibit was built for someone to plug everything in. The look on their face said it all. I will just leave it at that. But, it also served as a reminder why many exhibitors leave a trade show with a sour taste in their mouth. They are unaware of this industry’s idiosyncrasies (to state it politely). Even if it was stated in their show book, many of those details are neither read nor understood.

The second example came from a friend who was attending and exhibiting at the International Roofing Show for the first time in Las Vegas. He called me late Friday afternoon, and I asked him what he was doing. His response was typical. “We are just sitting here waiting for our crates.” How many times have we all been there?! It’s really no fault of show management or labor. It’s just a reality of the process. Just when you think your long week, especially in a town like Vegas which has been non-stop for 2-5 days, is over, you find yourself wanting nothing more than to pack up and board the next plane out of town. But alas, you wait . . . sometimes for hours.

My friend made another comment which was very Vegas specific. He said,  “I am tired. My days seem to run together in this town.” Any of us who have spent any time in Las Vegas know exactly what he means.

The last example has to do with a local retail project for Exhibits Northwest. We are in the home stretch of the first install. After this one is complete, the program will be implemented at additional locations.

This time, we are the First Timers. We have completed nearly everything and are getting ready for the on-site installation. Having done this very infrequently, we forgot about the bureaucratic hoops to get something installed in a commercial building. For example, learning the city building codes has been an eye opener. I am not complaining, but it is foreign to me and to the team at Classic Exhibits and Exhibits NW. Apparently, in the city of Portland, whatever you build must survive the Apocalypse. 🙂

It really made me empathize with those end-users attending their first show. What’s the most surprising thing your customers experience the first time they exhibit? Please share your story.

Be well!

–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 — 13.10 (Making Customers Mad)

September 2nd, 2010 Mel White 5 COMMENTS

Shooting from the Hip (trade show tips)

Shooting from the Hip by Reid Sherwood

6 Surefire Ways to Tick Off Your Customer

No matter how long I’m in business, I am always amazed at the lengths some companies go to make their customers mad. I “get” the fact that you have to make money. I “get” the fact that the customer “ISN’T” always right (like we’ve been taught over and over again). HOWEVER, the customer is ALWAYS IMPORTANT!

1. Downplay their Problem. They just spent money with you for a product or service. Now there is a problem. A surefire way to raise their ire and eliminate any future business is to take their problems lightly and make them feel insignificant.

2. That’s Impossible. Tell them that what just happened is impossible. I don’t know about you, but I’ve found that calling a customer a liar may not be the best mediation tactic. You can say “We take great measures to insure against that.” You can tell them that “We have processes in place to catch that, but this one must have slipped by.” You can tell them that “Sometimes good old human error occurred, and you are really sorry.” But the second you tell them that their problem can’t happen or didn’t happen is the second you just picked a fight with a customer.

3. Accept It “As Is”. Have you ever tried to convince your customer to accept the product “as is” at a reduced cost? They didn’t purchase the product to be defective. They purchased it because they expect it to look like and perform like the picture in the advertisement or the marketing material.

I was in a McDonald’s a couple weeks ago. So as I am ordering, this guy comes back to the counter with a Big Mac. He unfolds it and says to the counter person very calmly, “I’d like to show this to the manager please.”  The manager strolls over very nonchalantly. The customer unwraps the burger and shows the manager the insides. There is sauce all over everything, the lettuce is wilted, and the condiments are both on the inside and the outside of the bun. There was even a chunk of bun missing the size of my thumb. Honestly – the presentation was just awful.

The customer says, “I ordered that!” and points to the picture on the menu of a nice looking Big Mac all perfect and nice. The manager in his infinite wisdom says, “How about I give you a small fry for free?” Instantly, the customer was enraged and replied, “I DIDN’T WANT FRIES. I WANTED MY BURGER TO LOOK LIKE THE PICTURE!” The manager took out a shovel and dug himself a little deeper and said, “We don’t have time to make them like that. You have to be happy with what you get.” The customer walked away and said, “I will never ever buy another thing from MacDonald’s as long as I live.” How would it have worked if he had simply made him a burger that looked decent and not been slopped together? Just fine, I suppose. But nope . . . He decided to pick a fight with the customer instead.

4. Blame a Problem on Somebody Else. Nothing will drive a consumer away faster than to have the blame passed on to someone else. Just take ownership of the issue and correct it. Don’t denigrate another employee who made a mistake.

5. Take Forever to Correct the Problem. This is like making mountains out of mole hills. If you allow a problem to linger, you leave a bad taste in your customer’s mouth that much longer. Every company has faults. None are perfect. I remember Jim Hoffmann of Optima Graphics saying in a meeting, “If something is wrong, apologize, fix it, and move on quickly to something positive.” It was a valuable lesson about problem resolution:  Fix it quickly and move on.

6.  Keep Making the Same Mistake. Customers can be very forgiving if you make a mistake and then resolve it quickly. They know that stuff happens. They are even willing to cut you a break when it happens again, assuming you have a solid relationship with them. But when it happens over and over . . . well, that’s when they recognize that despite your best intentions, your company has serious problems.

I recall asking a distributor about a display manufacturer about ten years ago. The distributor said, “They are great about correcting problems on orders. They react fast and send me a replacement or repair immediately.” I said, “They sound like a terrific company.” “Not really,” he replied. “EVERY ORDER has a problem. It’s beyond frustrating anymore. It’s a joke between me and the company and frankly, I’ve had enough “laughs” because my customers are always angry. I don’t see how they can continue to stay in business producing two displays for every one order.”

Guess what? The display company went out of business a few years later.

Please share your “Surefire Ways” to tick off a customer. Tips like dating your customer’s spouse or sending their email address to an Eastern European spammer don’t count. 😉 Those are way too easy.

Until the next time,

–Reid Sherwood
reid@classicmodul.com

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Posted in Reid Sherwood, Shooting from the Hip | 5 Comments »

Word on the Street — November 9th thru November 13th

November 14th, 2009 Mel White 3 COMMENTS
Word on the Street by Kevin Carty

Word on the Street by Kevin Carty

Love thy Neighbor (Unless They Own a ’79 Chevette on Cinder Blocks) 

Most neighborhood developments in America since the early ’90’s have covenants. These covenants specify what you can and can not do to your house, your lawn, and even whether you can park your land yacht in your  driveway or paint your house bright pink. Why do neighborhoods impose these covenants? Basically, so you do not end up living next to neighbor with 4 ft. tall grass, plastic pink flamingos, and a ’79 Chevette on cinder blocks.

I propose that we consider similar guidelines for the trade show floor.

This past week, I walked the Greenbuild Show in Phoenix. Let me start off by saying that the show was gorgeous — It was seriously one of the most beautiful and well-managed events I have attended in years. Kudos to Champion Exposition Services for putting on such a great event. Kudos to most of the exhibitors for their creative and stunning exhibits.

However, like all shows, there were still some black eyes. On Wednesday, Tim Morris,  the President of Eco-systems Sustainable Displays, and I walked the floor for most of the day. And we both had a few moments where we shuddered a bit. I’m not including photos to protect the exhibitors in question, but man-o-man were there some doozies!

We were walking down an aisle filled with beautiful 10 x 10 and 10 x 20 inlines, mainly hybrid display systems, when we came upon Mr. Blue Fabric Pop Up planted between two of the most spectacular 10 x 20 inline exhibits on the aisle. Well, this pop-up looked like a dress shirt that had been balled up in the closet for about 24 months! Panels were wrinkled to the point that I am pretty sure they were folded and not rolled. Detachable graphics were nothing more than printed pieces of paper that had been stapled into place . . . CROOKED! And the topper (pun intended) was the header graphic . . . or lack thereof. It was the black and white sign provided by show services, hung haphazardly and off-center.

Now, I realize that we are in a rough economy and that people are pinching pennies — but REALLY!?!?

As Tim and I walked past, we couldn’t help but comment to the other exhibitors. They were not amused by Mr. Blue Fabric Pop Up. Their exhibits were beautiful and their neighbor was a ’79 Chevette on cinder blocks.  It really did detract from their professional exhibits, and, it seriously made people walking past not want to engage the exhibitors surrounding Mr. Blue Fabric Pop Up. We watched it happen.

I know it’s a slippery slope, but I really think there should be some basic “aesthetic” guidelines that exhibitors must adhere to.

What do you think? And please share your examples of Mr. Blue Pop Up. Photos are optional.

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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Posted in Kevin Carty, Word on the Street | 3 Comments »

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