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Ten “Guaranteed” Techniques to Get Traffic to Your Booth

October 18th, 2011 Mel White 2 COMMENTS

“What Can I Do to Increase Traffic to My Booth?”

I get asked this a lot. I explain the importance of selecting the right show, meticulous pre-show planning, careful graphic messaging, and booth sales training. They nod and say “Yes,” “Uh huh,” “OK,”  and “Of course!” But I’m no fool. I can hear their disappointment and reluctance. All that takes time, energy, planning, and a dash of creativity. In other words, it’s too much work.

So let’s try another approach. I asked my wife, Christine, the same question. Christine is a brilliant and creative woman who’s both an academic and a pop culture fan. She knows nothing about trade shows despite my working in the industry for 15 years and sharing my successes and sorrows nearly every night (but that’s a different blog post). I asked her what it would take, assuming she’s already at a trade show, to entice her to visit an exhibitor. Here are her Top 10 suggestions in reverse order. Enjoy!

Zombies vs. Unicorns

Zombies vs. Unicorns

10.)  Zombies vs. Unicorns:  In the new collection of short stories, Zombies vs. Unicorns, authors Holly Black and Justine Larbalestier explore which of the two title creatures rule. I would like to see a booth in which zombies and unicorns do engage in battle. Real zombies. Real unicorns.

9.)  Jet Pack:  I am still waiting for my jet pack, promised to me in science films we watched in elementary school in the 1960s. I would definitely wait in line to get to a booth that was giving away jet packs.

8.)  Universal Translator:  And speaking of science, I think those Star Trek implants that allow the wearer to perfectly understand all other languages are really cool. A booth could raffle a few of those off.

7.)  Johnny Depp:  All women like Johnny Depp. But a divorced Johnny Depp who is actually interested in women from his own age group? A trade show exhibitor should really do this.

6.)  Clones:  Like most people these days, I cannot find enough time in the day to do everything I need/want to do. A cloning machine to create multiple me’s to get stuff done would be pretty awesome.

5.)  Chocolate Exhibit:  Exhibitors could take a tip from Willy Wonka:  a booth made of non-fat but tasty chocolate, and booth-goers may eat right from the display.

4.)  Summer:  I am very partial to summer, so a booth set up at any Robert Moses beach on the South Shore of Long Island, in July, with no crowds, would be spectacular. Extra booth points for a quilt, an umbrella, no hairy men in Speedo’s, and a full picnic basket.

3.)  NPR:  A booth featuring all of my favorite anchors and personalities from NPR would be okay. All of them reporting nothing but good news would be great. Tom and Ray fixing my husband’s worthless beater of a car . . . even better.

2.)  History Dinner Party:  Remember that game where you get to choose the 10 people you would want at a dinner party, and they could be alive or dead? A booth that could throw that dinner party, individualized for everyone who stops by, would be a booth folks would remember for a very long time.

1.)  One Word:  Kittens.

Feel free to click on the comments link and add your own guarantee techniques to increase booth traffic.

Consider it a double dog “zombies vs. unicorns” dare.  Thanks Christine! 😉

–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.

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Posted in Fun, Mel White, Trade Show Exhibit Tips | 2 Comments »

When Trade Shows Don’t Make Sense

October 11th, 2011 Mel White 7 COMMENTS

TradeshowI’m about to become a heretic. Get those $6 bottles of convention hall Aquafina and Dasani ready. It’s the closest thing we have to holy water.

Since the mid-90s when I fell into the trade show biz, I’ve been conditioned to believe that every organization benefits from a well-planned trade show marketing program. It doesn’t matter whether it’s a Fortune 500 Goliath operating on seven continents or a three person non-profit in Elizabethtown, KY. Trade show marketing, when executed properly, is an efficient tool for finding new customers, spreading a message, introducing new products, and solidifying a campaign. And even as virtual trade shows have gotten more chatter, those of us “in the know” know that Face-to-Face Marketing trumps Face-to-Space (as we call virtual trade shows) every time.

To be honest, I need to take off the blinders. Trade shows do not make sense for every business. It may not fit their business model or growth plans. Or, they may not have the internal capacity or skill to plan and execute a strategy. For these folks, participating as an exhibitor would be a waste of time, money, and resources. That doesn’t mean that they shouldn’t attend trade shows. For some companies, attending rather than participating makes far more sense.

So, let’s take a moment to explore this idea and determine when trade shows, as an exhibitor, does not make sense.

1. Capacity: If you are one of those fortunate organizations that has more business than you can handle, then priming the pump at a trade show would only exacerbate the problem. You need solutions on how to handle existing business, and there are any number of shows for that.

2. Growth Restrictions: Some companies, and some non-profits, simply do not want to grow or are unable to expand for financial or personnel reasons. They don’t foresee their organization getting any larger (or any smaller). Many private practice physicians fall into this category.

3. Skills: Trade show marketing takes time and talent as well as money. Buying a display is not a plan any more than buying a car is a drivers license. Too many companies participate in trade shows without a plan and then wonder why the show wasn’t more successful. Frankly, there are very few unsuccessful shows, but there are lots of unsuccessful exhibitors. If you don’t have the time or the talent to be an exhibitor, then walk the show as an attendee or hire an exhibit house to coach you.

4. Cost:  Trade shows can be expensive, if you know what you are doing. They can be insanely expensive if you don’t. Done right (are you beginning to see a theme?), you’ll more than recoup your investment every time. Done wrong . . . at best, you’ll waste money . . . at worse, you’ll damage your organization’s reputation. If you can’t afford to look presentable, then don’t participate. It’s like showing up at a wedding in cutoff jeans, flip-flops, and a muscle shirt. It’s inappropriate and you’ll look like a duffus.

Duffus Family Crest

5. People: Who you send to represent your organization matters. Some exhibit personnel are lazy or confused. They’re there because the show is in Orlando and Mickey Mouse beckons. When attendees can track them down, they yawn, pick their nails, and scratch. Others have social skills that would make a third-world dictator proud. Still others know just enough to be dangerous. What they share could sink the company because of their lack of knowledge or their discontent with management, co-workers, or the selection in the company vending machines.

6. Management: If senior management doesn’t “get it” and only “tolerates it,” then don’t waste your time. Trade shows demand the attention and the support of senior management. While they may not be able to attend smaller shows, they should always be at the major industry shows — in the booth and greeting clients. A management team that never works the booth doesn’t understand the value of face-to-face marketing.

7. Bad Fit:  Some businesses, non-profits, or government agencies are simply a bad fit for any trade show: local gas stations, state prisons, para-military hate groups, illegal drug dealers, pimps, etc. I’m sure there are lots more, but it hurts my head to think about it.

It’s important to remember that trade shows come in many shapes and sizes. There are the biggies, like the Consumer Electronics Show (CES), medium ones like the National Electrical Contractors Association, and local ones like Home and Garden and Chamber of Commerce shows.

Every year, there are thousands of trade shows. Choosing the right one(s) can be challenging without the guidance of someone who’s been there and who knows the “ins and outs” of trade shows. That’s where a trade show consultant comes in handy. They can advise you of the right shows, the best exhibit design, and how to market yourself. In the world of trade shows, the expression “penny wise and pound foolish” is the mantra of many exhibitors. Don’t make that mistake. If you choose to be an exhibitor, seek the advice of professionals and plan, plan, plan.

–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.

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Posted in Mel White, Trade Show Exhibit Tips | 7 Comments »

The ABC’s of Classic’s Hybrid Display Systems

September 18th, 2011 Mel White COMMENTS

Perfect 10 Hybrid Display

New distributors and account executives often ask, “What’s the difference between a Sacagawea Hybrid and a Perfect 10 Hybrid? Or a Magellan and a Visionary Design?” Can it be confusing? Absolutely! Classic Exhibits has six distinct hybrid lines:  Sacagawea, Magellan, Perfect 10/20, Visionary Designs, SEGUE, and Euro LT. Or to look at it another way, it’s more than any other systems manufacturer. Learn why there are so many and how they are truly different.

History

Over the past six years, we have significantly expanded our design offerings. In some cases, these new designs were prompted by internal market research; others were necessitated by outside market forces, such as distributor requests or more recently, The Great Recession. In the beginning, there were two Classic hybrid lines: Visionary Designs and Euro LT Modular.

About four years ago, we developed the Perfect 10/20. We did so to tap into an unmet price point, look, and functionality: namely, a $5000 to $9000 10 ft. custom portable hybrid that assembled without tools. There were no other products that combined custom hybrid design in that price range. It was a no brainer to attack this segment and an easy decision to market it as a distinct product line. It did very, very well, until . . . .

At the start of the recession, customers were looking for displays with lower prices and fewer bells and whistles. We introduced the Magellan Miracle and MOR. These are built entirely from one cost-effective extrusion – the ClassicMODUL Z 45. Magellan Displays look much different than either Visionary Designs or Perfect 10 kits and to bury them within those product lines didn’t make sense. Yes, they are still basically aluminum extrusion and tension fabric, but they were unique. Since then, we have expanded the line with more elaborate designs at higher prices, but the system continues to rely on the Z 45 for its frame.

That brings us to the Sacagawea. Go back two years. The Recession has gotten even worse. We are being asked for an even more cost-effective line – less expensive than the Perfect 10 and the Magellan. So, we went back to the drawing board and used the VK-1001 as our inspiration. The VK-1001 was our first hybrid in 2003. We took that basic idea, a square frame with wings, and re-designed it with smaller extrusions, portable assembly, and about 50 kit variations. Within the first month, sales exploded for Sacagawea and sales have grown every since. It continues to sell well even as our other hybrid lines have seen significant increases as well.

SEGUE VK-1900 Hybrid Display

Finally, there’s the SEGUE Hybrids. In the beginning, the SEGUE designs were added to the Visionary Designs line. There were only a few kits, and it didn’t make sense to create yet another hybrid line. However, over the past year, the SEGUE line has expanded as customers asked for silicone edge graphic solutions. We found ourselves having to guide distributors to the SEG designs within Visionary Designs, which was inefficient and confusing. Distributors were requesting more and more SEG solutions and wanted one SEG gallery with inlines, lightboxes, and hanging wall solutions. So, we removed them from Visionary Designs and gave them their own gallery to make it easier for everyone.

What Makes Them Different?

It’s actually very logical. It’s based on design, price, and function. But let’s make this even easier, let’s focus on price as the driver for Sacagawea, Magellan, Perfect 10, and Visionary Designs. We’ll explain Euro LT and SEGUE a little later.

Hybrid Display prices are based on six basic factors:

  1. Size of the extrusion (larger extrusions cost more)
  2. Whether the extrusion is straight or curved (curves cost more)
  3. Size and number of graphics
  4. Type and number of accessories
  5. What options are included in the base price
  6. Assembly (knob, locking hex key, or slide clip)

Let’s start from the least expensive to the most expensive lines. Note that as the complexity of the system and size of the graphics increases, so does the price.

Sacagawea VK-1222 Portable Hybrid

Sacagawea Portable Hybrids:

  • Smaller extrusions, such as the S 40
  • Mostly straight metal
  • Typically one tension fabric graphic
  • Common accessories
  • Three laminates, nine sintra/acrylic, silver aluminum
  • Quick assist knobs and locking hex key assembly
  • Example:  VK-1231

Magellan Portable Hybrids:

  • One primary extrusion, the Z 45
  • Curved and straight metal
  • One or two larger tension fabric graphics
  • Common or unique accessories
  • Three laminates, nine Sintra/acrylic, silver aluminum
  • Quick assist knobs and locking hex key assembly
  • Example:  VK-1065

Perfect 10/20 Portable Hybrids:

  • Multiple smaller extrusions
  • Mostly curved metal
  • Two larger tension fabric graphics
  • Extensive accessories
  • Three laminates, nine Sintra/acrylic, seven powder coat colors
  • All knob assembly
  • Example:  VK-1506

Visionary Designs VK-2044 Hybrid

Visionary Designs Hybrids:

  • Full line of extrusions and designs
  • Curved and straight extrusions
  • Unlimited graphic options
  • Unlimited accessories
  • Wide assortment of laminates, Sintra/acrylics, powder coat colors
  • Locking hex key assembly
  • Example:  VK-2044

SEGUE and Euro LT Hybrids, unlike those listed above, are categorized by function rather than by price. For example, our least expensive hybrid kit is the SEGUE Sunrise (starting at $2833). One of our higher priced 10 ft. kits is the SEGUE VK-1901 (at $12,458).

SEGUE Hybrids:

  • Relies on Silicone Edge Graphics (SEG) and ClassicMODUL TSP Extrusions
  • Curved or straight extrusions
  • Graphic options depend on kit or design
  • Accessories depend on kit or design
  • Wide assortment of laminates, Sintra/acrylics, powder coat colors
  • Quick assist knobs and locking hex key assembly
  • Example:  VK-1900

Euro LT LTK-5014 Custom Modular Hybrid

Euro LT Custom Modular Hybrids:

  • Based on Euro LT laminate panel system
  • Extrusion complements the laminate panels
  • Graphic options depend on kit or design
  • Accessories depend on kit or design
  • Wide assortment of laminates, fabrics, Sintra/acrylics, powder coat colors
  • Euro LT clips and locking hex key assembly
  • Example:  LTK-5014

If this still doesn’t make much sense, then give me a call. I’ll be happy to walk you through the basics in a 15 minute GoToMeeting session.

–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.

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Posted in Mel White, Word on the Street | No Comments »

The Greenbuild International Conference and Expo

August 5th, 2011 Mel White 1 COMMENT
Greenbuild International Show

Greenbuild 2010

Using GREEN to Grow Businesses

The Greenbuild International Conference & Expo is right around the corner, taking place in Toronto, ON from October 4-7. For those who have never been, the show is spectacular, filled with some of the most innovative sustainable products that you will ever see.

The Greenbuild Expo exemplifies the idea of utilizing GREEN to grow businesses. The show provides an unrivaled opportunity to learn about the latest innovations, explore new products and exchange ideas with other professionals. The 3-day event also includes numerous educational seminars and workshops, and is the four-time winner of Tradeshow Week’s Fastest 50 growing trade shows in the U.S.  Last year, in Chicago, IL, the event drew nearly 40,000 attendees and over 1,000 exhibiting companies.

Greenbuild’s attendee base is large, diverse, and geographically distributed. In 2010, the show welcomed attendees from 114 countries, many of which were high-level decision makers.  This year, as the show moves to Toronto, the international intrigue only expects to rise.

Eco-Systems Sustainable Exhibits prepares for this event months in advance, expecting a spike in sales and RFP’s. Although Eco-Systems is not “officially” affiliated with Greenbuild, many exhibitors are drawn to our line of sustainable displays. Last year, Eco-Systems built over 35 exhibits that were displayed at the show. Some of the materials used in the construction of these exhibits include:

  • Recycled Aluminum Extrusion
  • Graphics made from 100% Recycled Soda Bottles
  • LED Energy Efficient Lights
  • Biodegradable Infill and Graphic Panels
  • Bamboo Shelves and Cabinetry
  • And much more . . .

See examples of our Sustainable Exhibits Here:

Textured Coatings of America Inc. purchased a 20′ x 20′ Eco-Systems exhibit for the Greenbuild Show last year. President and CEO Jay Haines had this to say:

“I think it’s one of the greenest booths here, and we’re extremely happy to showcase it at the Greenbuild Show.”

For more information about the Greenbuild International Conference and Expo, please visit the website:  http://www.greenbuildexpo.org/Home.aspx.

Greenbuild International 2010

Greenbuild International 2010

To contact Eco-Systems Sustainable Exhibits regarding exhibit options for Greenbuild or any other show, please contact Eric Albery:

Eric Albery
VP of Marketing & Business Development
eric@ecosystemsdisplays.com
Direct: 616.726.6269
Main: 866.463.2611 x 303

(Source: http://www.greenbuildexpo.org/Home.aspx)

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Posted in green displays | 1 Comment »

First-Timer Stories: Word on the Street — July 18th thru July 22nd

July 24th, 2011 Mel White COMMENTS
First Timers

Word on the Street by Kevin Carty

Stranger in a Strange Land

Three months ago, we embarked on a new relationship with an IT vendor, and it has been nothing short of stellar. The vendor, Convergence Networks, has quickly vaulted into one of our best relationships. because they are responsive, knowledgeable, and totally customer focused.

Last month, Convergence came to Classic Exhibits asking for our assistance. They had agreed to be the main sponsor of a business-to-business event organized by the Portland Business Journal. This would be their very first trade show of any kind, which made their sponsorship commitment even scarier. Needless to say, we were delighted to guide them through the maze that is trade shows.

It proved to be an interesting experience for both Mel and me. Like many veterans of this business, we tend to forget what it must be like going to your first event. What we have all come to assume as second nature is actually totally foreign to those new to the game. Just having to traverse through all the rules, regulations and complexities that come with attending a show meant learning a new language and a new business model for them, one that doesn’t always seem transparent and logical.

Confused by Trade ShowsFor example, navigating your way through the exhibitor manual can be daunting. Recall the first time you read through that manual and attempted to complete those forms. It’s a nightmare. At one point, I asked Convergence if they knew how much electricity would be provided for their booth, which was the largest space in the show. Had we not asked, they would have had just enough juice to power a Crest Spinbrush or a cell phone charger.

Even for us, there were surprises like the move-in and move-out schedule. Except for Convergence, everyone had a 10 x 10′ (but more on that in a moment). We built them a 10 x 20 Visionary Designs Hybrid Exhibit with two computer counters along the front aisle. All packed into a small crate. You can imagine our surprise when we noticed that the move-in was limited to 5-7 p.m. and that there were no drayage services! This important fact was not shared with them when they paid for their sponsorship. Maybe show management thought that they could conjure up a display using a magical incantation and then levitate it into their show space. 🙂

Anyway, I am not beating anyone up here. In reality thanks to DWA Tradeshow Service (the general contractor) everything came together very nicely. And Convergence was the class act of the show by having a custom hybrid exhibit with tension fabric graphics, counters, lighting, and carpet. Everyone else had banner stands, posters hanging from the pipe and drape, or a pop up. They were the McMansion on a street of manufactured houses. Convergence really stood out as the title sponsor, which brought them lots of leads. The owner told me that he expects to recoup his investment many times over and put much of the credit on their “presence” at the show.

Please share your example(s) of helping a First Timer with their first trade show experience. What did they learn (or not learn) and how did those experiences influence how you assist other First Timers. I know you “old timers” have many humorous, painful, and interesting stories to pass along to the Classic Distributor Network.

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 | No Comments »

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