A few weeks ago, Classic Exhibits hosted three educational webinars about silicone edge graphics (SEG), hybrid exhibits, and trade show island designs. The response was extremely positive. For those who missed these webinars, here’s your chance to experience them via the magic of YouTube and GoToWebinar. We hope you enjoy, and we welcome your comments.
“When all you own is a hammer, every problem starts looking like a nail.” Abraham Maslow
Let's Build a Rocket Ship!
It Should be Humiliating . . . For Everyone
What I’m about to discuss will make some of you really mad and some of you really, really happy. I’m not sure whether to point the finger at the trade show industry, manufacturers, distributors, or exhibitors.
Over the years, I’ve written about trade show marketing from multiple angles. I don’t pretend to be an expert. Unlike you, I’m not on the front lines working with clients, nor am I attending a dozen trade shows every year. On the other hand, I have the luxury of seeing your projects and hearing about your orders from you, our designers, and our project managers.
What I’ve learned is that trade show marketing is tough. There are some easy answers, like clear, attractive graphics that address a problem and training your staff how to work a show, but most answers are not so simple. They require in-depth conversations with clients about what they want to achieve, who is their customer base, what is their budget, and what are their overall marketing goals. To get there requires forming a partnership where each side shares information and learns from one another. That takes time and trust.
PJ’s and Dabblers
That said . . . from time to time I run into what I’ll call “Pajama Jockeys” (or PJ’s) in our business. Now, let me qualify this before I get myself into too much trouble. I have no issue with Pajama Jockeys. Their business model works for them. It’s uncomplicated, straight-forward, and often cost-effective for their customers since their low overhead allows them to sell on tighter margins. The same can be said for “Dabblers.” Dabblers are small sign shops that list trade show exhibits in their bag of tricks.
I’ve found that Pajama Jockeys and Dabblers know enough to sell banner stands and basic pop up displays. Occasionally they’ll add Outdoor Displays to their mix. PJ’s are most often home-based businesses with one, perhaps two employees. They have a website, but not a showroom. Nothing gets shipped to them . . . ever! They know their products, and in general, they have satisfied customers. It’s a model that works. Products are sold, customers get what they order, and someone has a job and a business.
That should be enough, right? But it’s not. I’m always surprised when I discover the following: a) They’ve never been to EXHIBITOR (or TS2 when it existed), b) They never attend trade shows, c) They are perplexed by terms like “modular,” “hybrids,” “silicone edge graphics,” and “cam lock construction,” and d) All their products come from one or two suppliers that pull boxes from shelves and print graphics. Their suppliers don’t build anything. And in many cases, don’t attend industry trade shows either because they don’t believe they’re worthwhile.
It’s Either a Profession or It’s Not
Now we’ve all been in this business long enough to know that most clients come to us with little to no knowledge about trade show marketing. Many are going to a show for the first time, or they are replacing someone who used to handle trade shows for the company. Nine times out of ten, the new person may understand marketing, but trade shows are a mystery. These people need guidance. So where do they turn — the web. The web is a glorious thing . . . if you do your research and explore all your options. Too often, we click whatever is on Page One, look at a site or two, and then start the buying process. That’s scary. We all know the path of least resistance is tempting. This site has hundreds of choices, most good, some really expensive. This other site has 25, all at prices that my boss will love.
"Booyah! That's four sales in the last hour."
I’d love to believe that the Pajama Jockey takes the time to consult with their new client. In other words, what are they trying to achieve, what have they done in the past, has it been successful, what’s the budget, etc. But, honestly, when every other customer wants a $99 banner stand or a $599 pop up, you learn not to ask too many questions. It complicates things, and it’s not financially viable or your model. It’s easier to be a clerk than an exhibit consultant in those circumstances.
The Proof is in the Pudding
Just last week, I attended a two-day show in Portland for a regional association. There were perhaps 130 exhibitors, all in 10×10 spaces. On principle, we work through distributors, but our local IT provider asked if we would work with them on a booth for this show. We agreed since they have been good to us over the years. We rented them a VK-1032 (iPhone) after meeting with them several times, reviewing their objectives, making recommendations, and then introducing them to a graphic designer with a background in trade show graphics.
I walked the show on the last day. How can I say this tactfully? I was embarrassed to be in the trade show business. Wobbly banner stands, broken pop ups, vinyl banners hanging from the pipe and drape, and something resembling shelving from Big Lots. Now this wasn’t a local arts and crafts fair or a home improvement show (which are often very creative), but a professional show. What kept crossing my mind was . . . “Did anyone consult with them and advise them of their options. Where did they buy this stuff?” Our client, on the other hand, told me, “We had 10 times the business we’ve ever had.” Why? Because their message was clear, the booth was professional looking, the accessories were appropriate, and they trained their staff.
Now, I’m fully aware that you can lead a horse to water but you can’t make it drink. Some exhibitors are going to make poor decisions based on stubbornness, budget, or stupidity. That’s their prerogative. What worries me is this: Are these new exhibitors getting bad advice or no advice because the tool box they turn to consists of a hammer and nails? They don’t know any better, and the options they are offered are both inadequate and counterproductive.
Which brings me back to my earlier point. Who’s to blame here? I want an easy answer because that would make is simple. But it’s not simple. Yes, I hold PJ’s and Dabblers responsible for clerking rather than consulting, but we’re all culpable when we focus on the transaction rather than the interaction. In our haste to close a sale, we do a disservice to our customer when we fail to behave as exhibit consultants and professionals. That said . . . I know from experience how painful and frustrating it can be to care more about your client’s success than they do. But, that doesn’t excuse us from trying each and every time even if they select a $99 banner stand and a $29 literature holder for their annual industry show.
I’d enjoy hearing your thoughts . . . just count to 10 before hitting the enter button on your keyboard. 😉
— 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.
Stand on the Podium
Yeah for Me!
The Sochi Winter Olympics is just around the corner. We love watching the competition — who wins, who loses, and the inspiring stories about athletes who participate but do not win a gold, a silver, or a bronze medal. Athletes want to win, even if they know it’s a long shot, so they plan, prepare, and train for a chance to stand on the podium. No one prepares for the Olympics just to win a participation trophy.
Trade shows are no different. For anyone new to trade show marketing, here’s an important tip no one’s ever going to share with you (except me). You can waste LOTS and LOTS of MONEY participating in trade shows if you don’t know what you’re doing. I don’t care how smart you are. You are going to make mistakes. Lots of them, but the key is to minimize them from the get-go. The trick — learn from the folks who have already made those mistakes and who have stubbed their toe(s) more times than they want to be reminded.
Here’s what they’ll tell you.
#1. What’s Your Goal. Why are you participating in a trade show? To build the brand, increase sales, meet new customers, find new markets. All are legitimate reasons to exhibit at a show. Bad reasons . . . Going on a whim, because it sounds like a good idea, or because your dog Rex tells you to go (What a bad boy!). Without a goal you have no way of measuring your success. Get a goal. Write it down and share it with your team. Then and only then should you consider trade show marketing.
#2. What’s Your Budget. If you say, I don’t know then fold up your tent and go home. The number doesn’t matter, except as a baseline for what you can and can’t do. It’s all relative. $10,000 will get you one thing . . . . $250,000 will get you something else.
Visionary Designs VK-1319
#3. Do Some Preliminary Research. It’s easy. It’s called Google. Is it going to confuse you? Hell yes. You’ll see stupid numbers like $79 for a banner stand and $1.5 million for a custom exhibit. Imagine walking into a new car lot not having seen or driven a car before. You need a point of reference, but you don’t need to be an expert. That’s impossible. You just need to get a sense of what’s on the market and how much displays cost. That’s it.
#4. Work with a Seasoned Exhibit Professional. Why? Why not! I’ve never met anyone in this business who wants a customer to buy the wrong display. You’ve got a budget, right? That will narrow the choices. During the initial meetings, an exhibit consultant will spend more time talking to you about your goals, your message, and your shows than they will about what display to buy. The display is important, but it’s simply a tool. They want you to succeed. Then you’ll come back and buy more. Yippee! It’s a win-win.
#5 What Shows. Now you may already know which show(s) you must attend. Every industry has a trade show. That’s the first step but hardly the only step. Are their other shows you should attend because you want to expand into other markets? How about local shows where all you need is a table top display or a pop up. Ask your vendors which shows they attend. Or use one of many online tools like the www.thetradeshowcalendar.com. Or, here’s a thought — ask your exhibit professional to assist you.
#6. Plan, Plan, Plan. I know. It’s boring. But, apart from identifying your trade show marketing goals, nothing is more important. You need to put in the work. You need to complete the required paperwork on time. You need to conduct pre-show marketing to get potential clients to your booth. You need to create a project list and check and double-check every last detail. You’ve heard it a million times, but this time it’s true: Fail to plan, then plan to fail. Planning makes the difference between pouring money down a rat-hole and complaining that trade shows don’t work and becoming the next CEO of your company. Well, that may be a little exaggeration (but not much).
#7. Who’s Going to the Show. Working the booth is neither a punishment nor a vacation. It’s a job. There’s no in-between. The folks who work the booth have to understand that. They must know the products and services, possess outstanding customer service skills, and be willing to meet clients before, during, and after the show. They must know the difference between entertaining clients and a felony. They must understand the distinction between social drinking and detox. If they don’t, no matter how charming they are, leave them home.
#8 Train Them. Yes, train them. Before the show, meet with your team and review the goals, the schedule, and the products
Bazinga!
and services. Who handles which product line? Who’s the expert on specific services? Who greets clients as they enter the booth? How do you plan to handle leads? Are there meetings and presentations in the booth space? Who cleans in the morning? Who cleans in the evening? How do you handle competitors who enter your booth? There’s a lot of questions and situations that can happen during a one to three day trade show. Do not leave them to chance!
#9. Leads. Treat them like a credit card. You never know if the limit is $500 or if you found an American Express Platinum with no limit. There are really three keys to managing leads. First, qualify the lead and take lots and lots of notes. You may think you have an eidetic memory, but trust me, unless you are Sheldon Cooper on The Big Bang Theory, you don’t. All the details you capture only increase your odds exponentially of making a sale. Knowledge is power on the trade show floor. Second, review the leads with the team at the end of the day. Don’t leave the booth and head for the bar UNTIL you’ve reviewed every single lead. Those that need immediate action should be handed to the right person that day. Third, they are sales leads, not confetti. Too many companies treat them like scraps of paper which can be tossed at the end of the show. How you treat leads tells the potential customer everything about your company.
#10. Post-show Analysis. All too often, when the show is over, the show is over until next year. Big mistake. We learn from our successes and our failures. The trade show team should conduct a “post-show” review within a week. These ideas need to be captured and recorded so the lessons learned can be implemented at the next show. Even better, meet with your trade show consultant as well. He/she can offer advice based on their experience with other clients and show you how you can improve your trade show marketing and save money.
Don’t be shy. Put in the effort and plan ahead and you will be standing on the podium wearing a little gold.
— 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.
Word on the Street by Kevin Carty
Earmuffs Kids . . .
“BUDGET!” There I said it! The dirty word that none of us like to discuss when starting a new design. But it doesn’t have to be that way.
Let me be so cavalier as to suggest that we rip the band-aid off when we first start the design process. Don’t get me wrong. Make sure you introduce yourself and show the client around your place or let them give you a tour of theirs . . . whichever applies. But then cut to the chase.
Now I know what you’re saying, “But Kevin, you don’t live in our world. You are not the one in front of the end-users everyday. You are not the one who always gets the 1/2 honest answer or the unrealistic requests.” I agree. I am not. But I am on many of the initial calls as your manufacturer representative for the project. So I get it! Especially the frustration of the answer to the dreaded question that goes something like this, “Well, we are not really sure. We know we want an open, airy, and fresh look that can house all our product presentations, four staff members, and space for a live presenter. Most importantly, we want to not look like anyone else and to really standout.”
Ouch! Ahhhh!
This is usually when I make a comment that makes the room go silent. Something like, “Well, we can make exactly what you want between $50k-$125k. It just depends on how much you want to standout and exactly how ‘fresh’ of a look you are looking for.” This usually gets a response of . . . “Oh, that seems like a big spread in dollars for the same footprint.”
Point being, you can go out and buy a 4-door sedan tomorrow and do the same thing. You can spend $19,999 or you can spend $59,999 for what appears on the outside to be a car that is the exact same dimension. But once you lift the hood and/or open the doors, you will see the differences. Both cars may suit your base purposes just fine, but one certainly comes with more options and accessories. And one will make your more noticeable.
In these situations, what our PM’s, designers, or anyone else at Classic working with the client does is take you and your client to Exhibit Design Search — preferably yours if you have a branded version or ours if you do not. Then we ask the client to “drive the models,” and check the boxes that fit them — size of exhibit, type of exhibit, and price range. In doing so, you are essentially getting the client to self select and reveal their budget range.
Now to be fair, you are often working with clients who are new to trade shows displays. They don’t have a point of reference. To them, they see a pop up display and assume it costs $199 with graphics. The sticker shock can be jarring, and they may not see the distinction between two banner stands and a portable counter and a custom hybrid. Why does one cost $10,000 more than another?
Now, I don’t pretend to think this always works or that it fits all scenarios, but at the end of the day, it gives us the best chance at being successful. We have to know their realistic budget — are they a Kia or a Mercedes customer. Is the car a means of transportation or is it a refection of their personality? Do they want it to last two years or ten years? Does it make more sense to lease or rent?
Design and detailing can solve a lot of the other issues once we know that.
Be well!
–Kevin Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a
Word on the Street by Kevin Carty
EDPA Foundation Scholarship
I have been fortunate to sit on the EDPA Foundation Scholarship Committee for many years. It’s something near and dear to my heart: supporting those within our industry getting their education.
To date, the EDPAF Scholarship Committee has awarded nearly $110,000 in scholarships! Isn’t that awesome!! And it has been awarded to a myriad of people from the kids of industry employees, industry employees themselves, as well as spouses who have chosen to further their education.
This year is no different. An open call for applications will be announced soon, but I thought I might get a head start for those in the Classic Exhibits Network who might be interested. Here is the application.
Please take a second to review. There are people in our network who have applied and received scholarships. Some scholarships have been for tuition, others for books.
The deadline is July 1, but don’t delay until then. Every year the number of applications continues to grow. Please don’t pass up this opportunity if it applies to YOU or Your Family.
Hope you all had a great weekend.
Be well.
–Kevin Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a
