Trade Show TalesBlog

Posts Tagged ‘tradeshows’

The “Build a Better Trade Show Image” Fest

February 9th, 2012 1 COMMENT

I wanted to give you a heads-up on an exciting online event happening in the trade show world this month! We’ve been invited to participate in a special promotion — along with other exhibit industry vendors — to celebrate the 10th Anniversary of the book, Build a Better Trade Show Image, by Marlys Arnold.

She’s put together a week-long gift-fest from Feb. 19-25. (Which also happens to be the 13th Annual “Build a Better Trade Show Image” Week) We’ll be offering (2) 30 minute design consultations, and there will be more cool gifts from the other vendors, including some great exhibitor education from Marlys. (In case you’re not familiar with her, she’s a trade show marketing strategist and has worked with exhibitors and show managers in all kinds of industries, including some of the largest shows in the U.S.)

To be sure you get in on the party, go to www.imagespecialist.com/tradeshowgifts and sign up for daily e-mails during the week of February 19 that will list all the gifts, plus some unannounced special offers. You won’t want to miss it!

In addition . . .

Beginning February 15, your customers will receive a FREE gift when they order a Classic Exhibits Hybrid Inline or Island, the complete 280+ page eBook of Build a Better Trade Show Image by Marlys Arnold. There will be a thank you postcard in their display packaging, complete with a promotional download code.

To see the download page, go to http://www.imagespecialist.com/classicexhibits

For more information about the promotion and a 45-page sample of the book, go to http://www.imagespecialist.com/classicexhibits/classic-exhibits-distributors/

Classic Exhibits will begin inserting the postcard into hybrid inline and island orders beginning Wednesday, February 15. The promotion ends May 31.

BONUS:  Meet Marlys Arnold at EXHIBITOR at the Classic Exhibits booth (#1645) from 11:30 to 12:30 on Monday and Tuesday and at the Classic/Eco-Systems Sustainable Hospitality Suite on Tuesday afternoon.

–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.

Why We’ll Never Be the Cheapest

December 14th, 2011 4 COMMENTS

The Cheapest

Back Off Scrooge!

Back Off Scrooge!

Anyone who sells a product or provides a service will invariably get asked at some point, “Why aren’t your prices lower?” That’s a tough question because the answer isn’t always what the questioner wants to hear. Frankly, everyone thinks everyone else charges too much. It’s the nature of buying and selling.

At Classic Exhibits, we get asked that question from time to time. Typically, it’s by a distributor who’s competing against an online display website like www.sittinginmybathrobe.com or www.losingmoneywitheveryorder.com. Their prices are cheaper, sometimes significantly cheaper on basic products like pop ups, banner stands, etc.

We could apologize . . . but we won’t. We’re not selling products of similar quality and design or offering the same “take it or leave it” service.  So, why are our prices our prices?

1. Better Products. Better Designs. Whether it’s a hybrid display, a table top, or a pop up, our products are meant to survive a typical trade show schedule for years. In addition, they blend practical performance with upscale design and innovative accessories. We don’t copy. We create.

2. Customized Set-up Instructions. Except for a basic Quadro or Intro, every customer receives detailed, customized set-up instructions for their display, including individually numbered components. These instructions are available 24/7 as PDF downloads from the Classic website should they ever be lost or misplaced.

3. Customized Packaging. The thought of wrapping a display in bubble wrap and jamming it into a box gives us the heebie jeebies. Nearly every product is packaged in customized packaging which includes die-cut foam packaging for Sacagawea, Perfect 10, and Magellan. Even our crates are full lined with fabric and jigged for most components.

4. Complimentary Design. It’s a service you expect in order to be competitive.

5. Flexible Production. We build displays. We don’t just pull boxes from shelves. Building displays requires that you build to your client’s requirements, even if it starts with a basic kit. Our experienced production team averages eight years of service at Classic Exhibits.

6. Project Management. That’s an important concept. Our PM’s complete detailed CAD drawings, create graphic dim sheets, and manage the order from inception until it ships. They are responsible for approving the final product and working with you in a timely and professional manner. They are not clerks. They are project managers. None have fewer than four years of experience as a trade show PM. One has 20 years and another 10 years of experience.

7. Marketing. We’re not attempting to create a national brand by advertising in airline magazines or on random websites. We advertise a bit in some industry publications and support industry organizations like EDPA, TSEA, and participate in EXHIBITOR. Most of our marketing budget goes toward creating tools for distributors like Exhibit Design Search. And we offer this at a discount ($300) for an online tool that has cost Classic over $450,000 to develop and maintain. Why? We want to build your brand in your market. EDS is an effective tool for our distributors and for Classic, and it’s hope that it engenders loyalty and increased sales for everyone.

8. Made in the USA. This may or may not matter to you or your customers, but nearly all of our products are made and/or assembled in the United States.

9.  Reliable Partners. We are loyal to our partners, like Optima Graphics and Eco-Systems Sustainable. You expect consistency and quality from Classic Exhibits, and we expect the same from our vendor partners. That’s not always possible when you are always chasing the lowest prices just for the sake of the lowest prices.  It’s always possible to get something cheaper. And we are always researching better options, but not at the cost of quality or reliability.

10. We’re not Assholes. If we screw up, we fix it. We don’t ignore you, blame you, or gouge you. We fix it. If you make a mistake, we work with you. When it comes to prices, we refuse to play the “bait and switch” game. Our prices are clear with “includes” and “excludes” noted.  There’s no attempt to show the “full meal deal” but list a “dollar meal” price. Why play that game unless you know it’s the only way you can attract attention? Let face it. We all know a few companies who love to dangle the deal, only to jerk it back once you read the mouse print.

Yes, it’s true. We aren’t the cheapest, but we’re also not the most expensive compared to our competitors. We sit in the comfortable middle, providing high quality products, exceptional service, and remarkable design at a reasonable trade show price. It’s who we are. We’ll never compete with www.displaysinadoublewide.com, but it’s not our market or our customer. Nor, for the most part, is it yours.

Let us know your thoughts. We’d love to hear from you.

–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.

Eco-Systems Sustainable and Classic Exhibits Partner at Greenbuild Expo

November 28th, 2011 COMMENTS

Demand for Green Exhibit Systems Increases

The October 2011 Greenbuild Conference and Expo in Toronto, Ontario drew over 23,000 attendees. Greenbuild Expo showcases innovative products and services that exemplify how to use “green” to grow businesses. With over 1,700 exhibiting companies at this year’s event, the demand for eco-friendly tradeshow exhibits was higher than ever.

As in past years, Eco-Systems Sustainable Exhibits and its manufacturing partner Classic Exhibits Inc. played a pivotal role in supplying exhibitors with sustainable exhibit options at Greenbuild.  This year, there were over 30 companies with Eco-systems displays, ranging from 10 x 10 inlines to 20 x 30 islands. Eco-Systems has designed and built displays for Greenbuild exhibitors since 2008.

More and more companies are realizing the benefit of marketing their products and services while incorporating a “green display,” especially at an event such as Greenbuild.

According to Tim Morris, President of Eco-Systems, “The high attendance at Greenbuild Expo demonstrates the increasing demand for green products and services not only in North American but also worldwide. We are excited to offer companies an eco-friendly, high-design option for marketing their products at tradeshows, whether at eco-centric shows such as Greenbuild or at any other show or event.”

Eco-Systems designs exhibits using materials such as bamboo, recycled aluminum extrusion, graphics made from recycled soda bottles, and much more.  These materials form the foundation for displays ranging from banner stands to islands, including eco-friendly hybrid and pop up displays.  The strategic partnership between Eco-Systems and Classic Exhibits allows Eco-Systems to focus on exhibit design and green product research. Classic Exhibits provides the manufacturing expertise at its large manufacturing facility on the West Coast. Classic’s manufacturing efficiencies have been pivotal Eco-Systems’ growth.

“Our partnership with Eco-Systems has been financially beneficial and socially rewarding,” said Mel White, VP of Marketing and Business Development at Classic. “We’ve incorporated green practices throughout our facility, from recycling most materials to purchasing recycled products such as our foam, roto-molded cases, and aluminum extrusion. And in most cases, the recycled products have been less expensive. We are proud to be a strategic and financial partner of Eco-Systems.”

Eco-Systems Sustainable Exhibits and Classic Exhibits continue to innovate their green display products and manufacturing practices. With the 2012 Greenbuild Conference and Expo in San Francisco, CA, Eco-Systems and Classic Exhibits hope to play a pivotal role in supplying exhibitors with sustainable exhibit options.

Greenbuild International 2011

Eco-Systems Sustainable Exhibits is the first green-built portable-modular exhibit system in the industry developed with environmentally and socially responsible materials benchmarked to the Leadership in Energy and Environmental Design (LEED) Green Building Rating System of the U.S. Green Building Council.  Eco-Systems Displays are built using a variety of materials derived from recycled content, rapidly renewable materials, and recyclable materials.

Classic Exhibits Inc. – Based in Portland, Oregon, Classic Exhibits Inc. is the leading designer and manufacturer of portable, modular, and custom-hybrid exhibit solutions. These solutions include the Perfect 10 Portable Hybrid Displays, Euro LT Custom Modular Exhibits, Magellan Hybrid Displays, Visionary Designs, and Sacagawea Hybrid Displays. Classic Exhibits is a manufacturing partner of Eco-Systems and supplies Eco with aluminum extrusion through its ClassicMODUL division.

When Trade Shows Don’t Make Sense

October 11th, 2011 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

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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.

Trade Show Bullies

June 11th, 2011 COMMENTS

While on a business trip this week, I bought Inc. Magazine to read on the plane. Oddly enough, on page 35 there was an article, a column actually by Norm Brodsky, about the trade show industry. I thought I’d share, although it doesn’t cast a flattering light on our business. Here’s the first paragraph as a preview . . .

Anyone who has ever exhibited at a major trade show knows exactly what Seth Burstein is referring to. The rules are ridiculous and the fees outrageous, but if you don’t go along with them, you’ll face warnings and threats, and your exhibit could even be shut down. So, can you force the powers that be to change their ways without becoming a martyr?

http://www.inc.com/magazine/201106/norm-brodsky-small-business-advice-how-to-stop-bullying.html

Imagine any other business where 50 percent of the industry works hard, is dedicated to customer service, and offers reasonable, cost-effective solutions. And the other 50 percent provide service at their whim, charge exorbitant rates, and care little about the long-term success of the industry. It’s frustrating folks. Unfortunately, the industry titans who have the most to lose seem content to operate “as usual.” Who can blame them . . . they are making a killing.

–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.