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What You Don’t See at a Trade Show

November 7th, 2014 Mel White 12 COMMENTS

coffeestain_3

It’s Human Nature

We ignore the familiar. After a while, the pile of messy papers doesn’t exist, and the big coffee stain is invisible. Then, someone comments on it, and we can’t not look at it. Until it disappears — again.

Trade show exhibits are no different and maybe even worse. Do you remember your first show with a brand new display? Everything was packed neatly. You took your time to install the graphics perfectly with clean hands. You wiped down every surface and vacuumed the carpet, not once but three times. The brochures were neatly arranged. The promotional products organized. If you had a drink, you hid it from view, either behind the display or tucked away in a counter.

Three days later . . . you’re standing in your booth drinking a latte from a 30 oz cup with a half-eaten crumb cake on the counter. The brochures are dog-eared, the monitor screens are smudged, and the carpet looks like it smells. Now multiple that by fifteen shows and you begin to see what others see.

To be fair, if you are reading this post, you are not that person. You care on Day 1, Day 3, and Show #7.  However, what you see when you walk the show hall probably makes you cringe. So let’s take a stroll and visit a few of our neighbors on the show floor.

Wash MeBooth #1172. Are those fabric graphics or dirty hand towels from the men’s room?
Booth #980. Wow! You really can create an entire backwall graphic with an HP Deskjet printer.
Booth #1067. Who knew they made carpet in a 3.2 oz grade?
Booth #1388. Excuse me. What’s the score of Chicago Bears/Green Bay Packers game?

Booth #712. They must sell used coffee cups and candy wrappers.
Booth#213. Is that pop up display waving at me?
Booth #405. Two possibilities. They crushed a truck, disassembled it, and built an island booth from the scrap metal. Or, the exhibit should have been recycled in 2002.
Booth #1677. Do you think they would share their curry chicken with us?

Booth #214. Pardon me. Over here. Now above my waist. A little higher. Perfect.
Booth #2105. Cool ink pens, stress balls, chip clips, and green calculators. What was the name of that company again?
Booth #113. There must have been a family emergency on Day 3 at 2 pm. Tragic.
Booth #884. Options to consider for the next show: No electricity. No carpet. No display. One big vinyl graphic with grommets. Five folding chairs. Five staffers in a 10 ft. booth. Seated in a circle. Jeans, t-shirts, 8 smartphones, and a bag of Cheetos.

shamwowguyBooth #1862. Hmmm . . . Keeping all your cases and crates in the booth would save time on the dismantle.
Booth #307. NOW I UNDERSTAND why the printer wanted a HIGH RESOLUTION image!
Booth #1436. Isn’t a hanging sign supposed to be hanging?
Booth #853. Four 42″ monitors. I understand the effect can be very impressive . . . when on.

Booth #103. Say again. What? Sorry, I can’t hear you over the music and the Shamwow dude pitching your products.
Booth #1473. Answer:  Sunglasses, wrinkled clothes, large coffee, breath mints, forehead cradled in palm. Question:  How to spot a hangover on the show floor?
Booth #614. I’ve seen more padding in a Victoria’s Secret catalog.
Booth #2007. So it leans a little to the left. And a lot to the right. What’s the big deal?

Booth #777. Can you make the magician disappear? I’d like to learn more about your company.
Booth #666. Remember the old saying, “The devil is in the details”? Obviously not.
Booth #747. Is that a display or the Inflatable Escape Ramp they stole from their flight?
Booth #4077. The only thing missing from this mess is blood, funny doctors, and Klinger.

Finally . . .

Booth: #970. “Did you literally mean ‘Line of Sight’? I thought that was just a suggestion.”

It’s easy to be the casual critic of others. But addressing our own marketing shortcomings takes courage, self-awareness, and most of all, caring. How often do we walk the trade show floor and say to ourselves, “They clearly don’t care or their booth wouldn’t look like that.” Or, “How can they let their exhibit staff act that way?” Someone has to care. It might as well be you.

Share your comments. I would enjoy hearing your thoughts about trade show marketing and perhaps some less than kind (but constructive) comments as you walk the imaginary show floor.

–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 or www.classicexhibits.com.

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The Mobius Strip Approach to Trade Show Marketing

November 4th, 2014 Mel White 2 COMMENTS
No Beginning and No Ending

No Beginning and No Ending

Your Comfortable Routine

Most of us are creatures of habit. Why change if it’s working? I’ve learned over the years that trade show marketing tends to follow the same, well-traveled road for most companies. Same shows. Similar booths. Little change to the exhibit staffing. Common frustrations year after year.

Recently, I chatted with a West Coast seafood broker who exhibits at two shows a year. They do no pre-show marketing. Post-show marketing consists of a few phone calls and emails. Their graphics changed two years ago, but not much.  Before the show this year, he asked me for advice. I offered tips about his graphics, about contacting his client database, and about including several customer service employees to the booth staff. Basic stuff. He contemplated changing a header graphic. Then ran out of time and did nothing different, except tell a mutual acquaintance that he “upped his trade show marketing program this time.”

I call this the Mobius Strip Approach to Trade Show Marketing. If you played with a mobius strip as a child, you know it’s the illusion of progress because you start and end at the same point. Not surprisingly, it’s the Mobius exhibitors who grumble the most about their meager ROI, while telling everyone about the costly changes they made. I’ve lost my diplomacy with those folks. They are idiots. For everyone else, you can change. I have faith. Here’s my advice to a brighter trade show future by taking a few baby steps.

Baby Steps

Photo_41. The Line:  You’ll never know if you’ve crossed the line . . . unless you cross the line once in a while. It could be a bold display structure, a new marketing campaign, or a social media message. I’ve found that whenever I cross the line, my team will guide me back to it, but just barely. That way we always make progress.

2. The Expert: Ask for advice. Too many sales and marketing professionals think they understand trade show marketing. They don’t. That’s not to say they don’t understand marketing. They do. They just don’t realize that not all marketing is the same. These are the same people who would consult with half a dozen banner ad experts before placing their first online ad, but would go it alone with a $300,000 trade show spend.

3. The People:  Two types of staffers should be in your booth:  Decision-makers and anyone who was a superstar at their first fast food, retail, or call center job. Anyone else won’t give you their best and will probably derailed those who want the show to be successful. If you had a time-elapse camera during the show, you would see them show up late, not approach attendees, and take a one-hour lunch during a four-hour show.

4. The Show: Get to know the show organizers. They want you to succeed because they want the show to succeed. They may have pre-show marketing tips, advice for connecting at the show, post-show analytics, or even some general suggestions about what works and what doesn’t work. They know the best spots on the show floor, which sometimes may not seem like winners, but work because they’re next to the lounge or a busy show floor intersection.

5. The Exhibitors:  Get to the show early and walk the floor. Better yet, walk with someone and compare notes. Talk to other exhibitors. The ones who arrive early are serious about trade show marketing. They are cleaning, organizing, and (like you) looking for opportunities to learn about their industry and trade shows.

6. The Labor: It never ceases to surprise me when exhibitors don’t ask the labor crew for advice. Labor spends their days wrestling with the decisions that exhibitors make. They, more than anyone else, know how to get from point A to point Z by skipping half the alphabet in the show hall. They still have rules to follow, but they know which ones can be bent a little. If nothing else, ask them to share with you what the really good exhibitors do. In addition, they can tell you the exhibit builders that shine and the ones that make their lives miserable. They’ll even share with you trends they’re seeing. They assemble displays every day and hear from the successful and not-so successful exhibitors.

Please share your thoughts about trade show marketing in the comments.

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

**********************************************

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 or www.classicexhibits.com.

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CEIR Predict Conference Summary: Word on the Street — September 8th thru September 12th

September 12th, 2014 Mel White COMMENTS
Kevin Carty, VP Classic Exhibits

Kevin Carty, VP Classic Exhibits

Kudos to Rachel Wimberly on her comprehensive summation of the CEIR Predict Conference on September 11, 2014 in Chicago. If you did not read it, here is the link to the full article from TSNN.

http://www.tsnn.com/news-blogs/ceir-predict-conference-trade-show-industry-track-positive-growth-20152016

Some Key Points/Comments

1. When the U.S. economy rises, it lifts all boats.

2. CEIR expects to see a 2% uptick by year’s end in the industry.

3. Industry specific . . . attendance was on track to grow faster in future years, which is a very good sign. It’s a leading indicator of the other three metrics (net square footage, real revenues, and number of exhibiting companies).

4. “People will talk online, but they will close business in person.”

5. “Organizers need to let attendees take control of the event. If we’re going to engage them, we’re going to have to take risks.”

6. “A lot of folks are still doing the same thing. I am fearful for those (who) don’t change.”

What We are Seeing and Feeling

The Classic Family of Companies mirrors much of what was said at the conference. Live Marketing is … well … ALIVE. And doing better than ever. But it’s only doing so for those who are listening to their client’s wants and needs, and, most importantly, reacting with answers to those wants and needs.

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Those who are proactive in their approach are winning even more opportunities.

At Classic, we are seeing positive growth in 2014 — 19.7% overall year-to-date. Two things play a huge part.

1. Our distributors are among those who are not just “doing the same old thing.”

2. We, as a manufacturer, are answering the varied client challenges being sent our way.

So thanks for allowing us to be a part of that problem-solving team. As you have hopefully seen recently in P5D as well as your own projects, the work coming through the shop is not just challenging, it’s also very unique and exciting.

It’s not all roses and petunias. We too are concerned with the fears of inflation in the US and deflation, which may happen in the European Economy. We need to keep a watchful eye on both. But most importantly, someone once said to me, “Focus your attention on what is within your immediate control . . . and just be mindful of the rest.”

Please comment on Rachel’s wrap-up of the CEIR Predict Conference. Are you seeing and feeling the same things? What are your concerns and fears?

Have a great weekend with your families.

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

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10 Things Bosses Never Tell Employees, But Should: Word on the Street — September 1st thru September 5th

September 6th, 2014 Mel White COMMENTS
Kevin Carty, VP Classic Exhibits

Kevin Carty, VP Classic Exhibits

So, it’s Friday, September 5. The end of the first week of what is often one of the craziest months for orders and quotes. And it’s BUSY! And we thank you for that.

I have been thinking all week about what to write. Several thoughts came to mind, usually influenced by “in the moment circumstances,” but none seemed to hit me just right.  Then, a LinkedIn Pulse hit my inbox, one I felt compelled to share.

So forgive me if it seems like I am just passing along an article, which I am. In doing so, I am not positive I agree 100%, but I can relate to 100% of his points. Give it a read and share your thoughts and comments. My thanks to Jeff Haden, the author, for the article and the inspiration.

10 Things Bosses Never Tell Employees, But Should

1. “I really do care whether you like me.”
5. “I hope you work here forever.”
6. “We sell what we can sell.”
8. “I do notice when others don’t pull their weight.”
10. “I worry — about everything.”

For the full article, click here.

As a boss of sorts, I hope my style negates the need for many of the statements he makes, meaning I hope that, if polled, our employees would say that I do much of this already or express many of the feelings that come with Jeff’s statements. But, it did make me question if that is really the case.

Regardless, it was a sound reminder on this Friday to be conscious of what I share. And hopefully of how I am perceived.

One thing is for sure. The Team at Classic will agree when I say,  “I don’t know everything.” 🙂

Have a great weekend with your families. I would love to hear from you.

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

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You Can’t Fix Stupid — Material Handling

August 20th, 2014 Mel White 1 COMMENT
Special Handling Charges? Really!

Special Handling Charges? Really!

Rising Drayage and Material Handling Costs

If you are a fan of the comedian Ron White, you know his signature line, “You Can’t Fix Stupid.” I was reminded of this line three weeks ago while attending a material handling session by Amanda Helgemoe from NuVista and Sue Huff from Medtronic at the Red Diamond Congress in Chicago. The presentation was based on a 2013 study endorsed by the Exhibit and Event Marketers Association (E2MA) Advocacy Committee.

In short, it’s disturbing.

The presentation consists of 50 informative slides, mostly case studies between 1996 and 2007, and an analysis of rising, comparative costs. I won’t summarize the full presentation because:  a) the summary would be longer than the study, and b) You’re not stupid. You can read it and draw your own conclusions. That said . . . I strongly encourage you to devote 20-30 minutes to reviewing it. Secondly, you need to share your concerns, opinions, and solutions with industry associations and show management.

Finally, if you work directly with exhibitors regularly, you need to encourage them to speak to the associations sponsoring the trade shows. I believe, and I’m going to be a little naive here, that they don’t fully understand the ramifications of their no-cost contracts with the General Show Contractors or Show Management. Costs are rising, in particular drayage, at a rate that’s unsustainable to our industry. Whatever your political bent, the rich are getting richer, the poor are getting poorer, and the foundational middle is crumbling in the trade show industry. This tainted concentration of power is doing what power always does – corrupts.

Advocacy_2

Some Highlights:

  1. Exhibitors are downsizing or cancelling programs, not because face-to-face marketing is ineffective, but because rising costs are squeezing their exhibit budgets.
  2. Exhibitors DO NOT KNOW 30% of their final costs headed into a show. No other marketing medium has the same cost uncertainty/surprises.
  3. Don’t blame labor. I&D costs have increased, but those costs pale in comparison to exclusive services such as material handling.
  4. At one show material handling increased 307% between 1997 and 2009. And there were two recessions during this time.
  5. Show Organizers are not doing their homework. There is often a wide variance in costs between similar shows in the same city within 6 months.
  6. Here’s how crazy it’s gotten (example): Drayage: $116.70/cwt, One crate = 1100 lbs., Drayage cost = $1,283.70, Associated GSC labor cost = 37 hours ($35.00/hour), NOW HOLD YOUR BREATH – That equals 1 person, working 4 ½ days for one crate.
  7. From 2009-2013, the Consumer Price Index increased 8.2%. General Contractor Labor Costs increased 12.56%. Drayage increased 121%.
  8. Material Handling has (purposely) gotten more opaque. In some situations, there are 24 material handling categories. Opacity makes it much harder for exhibitors to challenge drayage charges or make fiscally sound decisions when scheduling freight. This is not an accident.
  9. General Service Contractors are shifting costs to exhibitors who do not use them for non-exclusive services, resulting in uneven application of exclusive service charges. All too often, exhibitors are paying the drayage for the exhibitor right next to them when the GSC shifts expenses.
  10. Growing use of bundling by GSCs by offering discounts/rebates to win the entire corporate program, such as waiving material handling if client rents from the GSC. The EDPA and E2MA have gone on record as stating this practice (bundling) is unethical and anti-competitive.


The study proposes solutions beginning on slide 44, which I strongly encourage you to review. Those include Best Practices on slide 49. On a personal note, I cannot emphasize enough how much your voice matters to trade show industry associations, such as E2MA and EDPA. Let them hear from you. In addition, if you are an exhibitor, please voice your concerns directly with the association sponsoring the show and show management. I believe that associations do not understand how existing contracts undermine their ability to grow the shows they sponsor. Show management, however, does understand the impact of rising material handling costs, but (many) have not felt enough financial pain to recommend changes.

Thank you for your time, and I hope you share my passion and concern for our industry. Collectively, I believe we can fix stupid. We have no other choice.

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

**********************************************

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 or www.classicexhibits.com.

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