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.
I’m often asked by Classic Exhibits Distributors, “How do I promote our branded Exhibit Design Search?” Well, in addition to making it prominent on your website and using it as a sales tool with clients, you should feature it on social media, like Twitter, LinkedIn, Instagram, and even YouTube.
Consider posting:
New Exhibit Designs
Unique Solutions such as Charging Stations, iPad Kiosks, and LED Lightboxes
Exhibit Specials and Lightning Deals
Photos
Trade Show Marketing Articles
Videos
Here’s an example. Tim Patterson at TradeshowGuy Exhibits created an EDS tutorial video which he posted on YouTube. He will use it as a sales and marketing resource for existing and potential clients, but just having it on YouTube will also increase the exposure of his company. It’s a straight-forward video and very effective. See for yourself.
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Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.
We sometimes forget (or simply don’t recognize) how quickly trends change on the trade show floor. LED Fabric Lightboxes have been around for 5-6 years. Crude versions with muddy low-resolution graphics and hinky lights a little longer.
2018 has become “The Unofficial Year of Lightboxes.” Probably 65% of the exhibits we ship have LED lights — in a tower, backwall, counter, accent, or stem light. It’s at the point where it’s almost jarring not to see a lightbox or LED lights on an exhibit. Not all all lightboxes are equal, but I’ll save that debate for another blog post. What is true is that the fabric, the printing, and the LED lights have gotten better, depending the source/supplier, BUT it pays to do your homework.
How new are the dye-sublimation printers? The technology is changing rapidly
Does the supplier actually dye-sublimate the image or do they print directly to the fabric (cheaper, more fragile, and wrinkles)?
Are the lights and transformers UL approved?
What is the quality of the fabric? Think H & M vs. J. Jill as an clothing example.
Below are some examples of recent SuperNova LED lightboxes, both purchase and rental. Sadly, LED lightboxes don’t photograph well with smartphones or point and shoot cameras. You see “hotspots,” and the colors are never as vibrant as with the naked eye. However, that won’t stop us from sharing. 🙂
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.
