Did you know that Classic creates unbranded marketing literature as PDFs for our Distributor Partners? One of those is the “Under Sheets” which shows Classic Exhibits designs under certain prices, like Under $6K or $12K. Recently, we updated these sheets (except the Under $2K and $4K).
Below are examples, including the NEW Islands Under $60K. Click on the images below to download the latest unbranded PDF set (10 pages). The $2K and $4K will be available in early June.
What Do Trade Show Displays Have in Common with Restaurants?
Many inexperienced exhibitors struggle with their show display options. And who can blame them? Even for hardcore marketing professionals, trade show exhibits can be puzzling and the prices bewildering. Some displays are hundreds of dollars, other thousands, and larger projects easily climb into six figures.
So how do you choose? Oddly enough, trade show displays are a lot like restaurants. Yes, restaurants. There are fast food displays and fine dining exhibits. Don’t want fast food or fine dining… how about casual dining displays? Where you eat depends on your budget, your taste preferences, and your priorities. So, let’s take a moment to compare the familiar (restaurants) with the unfamiliar (trade show exhibits). Hopefully it will make choosing your next display much easier.
Fast Food
A fast-food restaurant provides the quickest food and
service at the cheapest prices. The décor is simple, and the selection limited.
Going to Taco Bell, KFC, and of course, McDonald’s is almost always convenient,
predictable, and inexpensive but perhaps not always healthy depending on your
choices.
Finding fast food displays is just as easy and convenient. There’s no shortage of imported banner stands or tension fabric displays on the web, all available for a click or two. These displays serve a purpose for local events or for small businesses not participating in professional trade shows. They are cost-effective, graphic mediums with limited accessories and an uncertain lifespan. Just like a burger, fries, and COKE, they taste great but should be consumed in moderation. The experience is nearly always transactional, not consultative. Click here for examples.
Fast Casual
Unlike fast food restaurants, fast casual restaurants are more likely to serve healthier choices and offer more comfortable dining rooms. Customers usually order their food at the counter, although drive -thru and takeout is available. Think Chipotle, Boston Market, or even Panda Express. And while you have choices, those choices don’t include cooking the Kung Pao Chicken, for example, without chicken or peanuts.
Fast Casual Displays are typically purchased from a local exhibit professional, although they can be ordered online. These displays offer more accessory options such as shelves, monitor mounts, lightboxes, etc. There’s usually a conversation or consultation between the buyer and seller about their specific trade show product or marketing needs. Packaging is better. Quality is better. And while they are often based on pre-configured “kits,” those kits can be re-configured within limits. Click here for examples.
Casual Dining
Casual dining restaurants offer a wider menu selection,
table service, and a family friendly environment. Servers/waiters offer advice,
take orders, and serve food. The prices are higher than at fast casual but more
affordable than fine dining restaurants. Some are chains like Applebee’s or
Cheesecake Factory but also include local establishments with either highly
specialized menus or a broad range of cuisine.
Most corporate exhibitors who participate in industry-specific trade shows fit into this category. They work with local or regional exhibit designer/builders to design a system solution or a customized exhibit. As exhibitors, they want an exhibit that reinforces their brand, presents a professional appearance, and adapts to their trade show marketing program without breaking their budget. More often than not, they are receptive to custom rental solutions if the design offers more flexibility and visual impact, but at a cost lower than purchasing an exhibit. They appreciate selection, value, service, and welcome guidance from a knowledgeable exhibit marketing professional. The experience is almost always consultative if the exhibitor doesn’t have an extensive exhibit marketing program. Click here for examples.
Fine Dining
Fine-dining restaurants come with the most elaborate menus
and expensive prices. Owners of fine-dining restaurants want to present an
atmosphere of elegance and grace. They employ chefs who attended culinary
schools and possess many years of experience.
Fine Dining exhibits, like fine dining restaurants, are
equal parts atmosphere, presentation, quality, and experience. They are almost
always memorable, and their size and creativity can be a magnet for attendees throughout
the show hall. Most are pure custom, both in design and construction, although
subtle and effective modular construction has become more common.
These exhibits are more likely to include LED Video Walls or
A/R. We often associate Fine Dining Exhibits with larger island exhibits or
double-deck structures, but inlines (like 10 x 20 or larger) can project the
same elegance and upscale appearance. It’s possible to achieve this level of
sophistication without spending hundreds of thousands of dollars but it
requires the right exhibit partner and a commitment to all facets of trade show
marketing (and not just the display). However, a steady diet of fine dining, just like one of fast food, is rarely healthy or cost-effective for most exhibitor. Click here for examples.
Hungry for successful trade show results? It all starts with choosing the right display for your marketing goals and budget and working with an exhibit professional committed to your long-term success. And yes, we all love french fries and chocolate milkshakes, but a more balanced diet is always a better choice. And don’t forget to treat yourself from time to time with something extravagant.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
For over 20 years, Classic Exhibits has participated in EXHIBITORLIVE, the trade show for the trade show industry. This year, it was held at the Mandalay Bay Convention Center from February 25-28. Our theme was “Knot Your Typical Exhibit Builder,” which highlighted our ability to solve the knottiest design and build challenges for our Distributor Partners.
Our thanks and gratitude to the Distributor Partners who visited us at the show, and to the Classic Exhibits Family for all their hard work before, during, and after the show. Enjoy the video… Who knows? You may see someone you recognize from the show.
How many of you out there have been in your industry for longer than 5 years? 10 years? 20? Look, I’m a Millennial (but really, truly an Xennial) and part of what defines us is the sort of “bounce” from industry to industry, job to job — essentially, career building with fast jumps from one thing to the next. I’ve officially been with Exhibits Northwest in Seattle for three years, and in the Trade Show industry for… you guessed it… three years! And last week, I went to my first EXHIBITORLIVE in Las Vegas. Are you ready to hear what this “newbie” thought?
It’s a bit trite, but honestly, MAGICAL is the best word to describe it. Literal magic and figurative magic! So, for all of you seasoned pros out there, do me a favor: remember your first real dive into your industry’s deep roots (Trade Show or otherwise) and join me as I tell you about mine.
The Magic of Sneakers
2.5 years ago, my very first 20×20 island client exhibited in Vegas, and I was on the show floor supervising the install. I knew I needed comfortable shoes, so I did some research and decided Tieks would be cute AND comfy, based on tons of excellent reviews. Here’s what some of you may not know about me: a large part of my identity is SHOES. I’ve worked in the high-end shoe world, and I’m a bit of an admitted shoe snob. And at the time, I did not really own a pair of sneakers that didn’t look like I had them for 10+ years (because they were literally that old and I wore them to do house projects involving paint). Nor did I want to buy or wear sneakers in a professional public place!
Well, after walking 20 miles in 2 days in the Mandalay Bay Convention Center, wearing little flats and walking on concrete floors, my entire body felt like I was 85 years old with bad hips. Oh, man. Lesson learned! I still love my Teiks, but my eyes were opened — I needed supportive sneakers. So, while I still want to look cute (sneakers are not my favorite shoe genre), I have learned the MAGIC of sneakers on the trade show floor! This time, I walked and walked all over EXHIBITORLIVE between Mandalay Bay Convention Center and Luxor, and I wasn’t waddling through the airport upon my departure. WIN! When your feet are happy, you can focus on making connections, saying yes to that walk back across the show floor or to drinks with a vendor. But I’m still on the hunt for shoes that are fab and feel like pillows… hmmm.
The Magic of “Behind the Curtain”
“Pay no attention to the man behind the curtain!” ~ The Wizard
Events are full of behind the curtain magic. Trade Shows are no different. Walk behind a booth or look in the closet, and you’ll find electrical outlets and cords, laptop bags, extra swag and maybe even a person sneaking in a phone call or work! But what’s really cool is seeing what makes the display work: What’s behind the graphic? What’s behind that pipe and drape? What’s under the flooring? Admittedly, Exhibits Northwest does not (yet!) specialize in large format video tech — think, Giant LED Media Wall.
We refer or outsource these needs for our clients, so I’ve
always been a little hands-off about taking ownership of a Media Wall as part
of an exhibit strategy. But, being able to see behind the curtain (literally),
to get a better understanding of how it works and how to explain to and prepare
my clients for the cost (dollah dollah bills, y’all!) really helped me put some
puzzle-pieces together. I slipped behind a curtain to use a hidden restroom,
and low-and-behold, there was the back of a media wall! Such a great example of
the specialized install skill and technology that makes them work.
Seeing a Media Wall is impressive, but the cost, time and technical skill involved in making it happen is taken for granted by the audience. There were also other cool tech innovations (moving image and RGB lightboxes, digital shadow boxes, and cookies with your printed selfie on them), but what struck me the most was really being able to see a giant Media Wall’s backside secrets!
The Magic of Team Bonding
As I said, I’ve been with Exhibits Northwest for three years,
but for reasons I can only attribute to time flying by, I never really spent
quality time with our team in Portland, namely, our Senior Account Executive, Laura
Magdalen. Laura, thank you for being as eager as I was to get to
know each other better! We experienced some MAGIC as we found out we have lots
in common and can learn from each other.
We also got to hang with our newest Portland addition, Bobby
Brown. Having meals and walking the show floor together, with our
Manager, Michael McCord was
beneficial beyond magic. We took our fast 2 days together and made the best of
it, bonding over stories about spiders and food we hate. Everyone making fun of
me for thinking there were two pyramids in Vegas (yeah yeah, true story, I got
confused, ok!?) and laughing together as we watched Laura “schlep” her suitcase
around. Bonding as a team is so crucial, and I am thankful for the magic of
laughter and comradery.
And… Actual, MAGIC!
Our friends at Classic Exhibits had a performing Magician in their booth! He blew my mind several times, making me question the existence of mind-reading! Classic Exhibits is certainly “Knot Your Typical Exhibit Builder,” and they had a magician to prove it. His act was clever and thoroughly connected to the theme and message, creating a fun experience that also helped break the ice to make connections with the Classic Exhibits team. Ask me how that magician knew what I wrote on a pad of paper that he wrapped closed in a rubber band? I have no idea. But ask me how Classic Exhibits builds custom booths that impress my clients… well, that is less of a magic act and slight-of-hand, but more like the magic of teamwork.
I was told during my interview three years ago that once you
get into the “Trade Show Business” you can’t leave. And I’ve heard it multiple times
since then too — “Erica, you’re stuck with us now!”
Two years ago, we introduced the Gravitee One-Step Modular Wall System, a radical approach to modular walls. No tools, no loose connectors, and no inventory of funky corners.
What have we learned in two years? We’ve learned that…
Exhibit Designers love Gravitee’s flexibility. Its curves, graphic options, stacking, and backlighting.
Distributor Partners praise its durability, ease-of-use, and rental possibilities.
Exhibitors have embraced its simplicity, cost-effectiveness, and engineered elegance and beauty.
If we’ve learned anything over the years, it’s that innovation is hard… and risky. Everyone gravitates (no pun intended… well, maybe a little) to the familiar. The easy path would have been for Classic Exhibits to introduce a “me too” product. However, that’s not how we roll, and our product history has always been one of being different and better.
As we all head into the New Year, we wish you much success in 2019, and we invite you to embrace the “different and better approach.” We are far from perfect, but we’ve had a pretty good 25-year run by not being like everyone else. Take the path less traveled. The scenery is more interesting, and you just might discover something new.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, custom, rental 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.
