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What Not to Eat in Your Trade Show Booth

May 5th, 2015 Mel White 15 COMMENTS

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Trade show experts tell us to never eat in the booth. It’s bad etiquette. From my experience, this arbitrary “food rule” is specific to North America. For example, at EuroShop, there was food everywhere, whether served to attendees or eaten by staffers. It’s time we dispense with this food hypocrisy. People are going to eat, so let’s agree on some guidelines. Some food is appropriate. Others not so much. Here are my suggestions of food never to eat/serve in your booth.

Anything Your Grandpa Would Take on a Fishing Trip

Potted meat, vienna sausages, sardines (in oil, tomato, or mustard sauce), saltines, and Milwaukee’s Best. Basically any canned meat sold at The Dollar Store and any beer that costs less than bottled water.

Any Regional Delicacy Eaten Mostly on a Dare

Rocky Mountain oysters, lutefisk, scrapple, geoduck, head cheese, turducken, chitlins, watergate salad, and chaudin. Plus, any meat you can’t typically buy at the supermarket (“Try these yummy rattlesnake nuggets!”).

Anything Served with Eyes

Fish, ducks, pigs, etc. If it’s hanging in the window of a Chinese restaurant in Chinatown, you may want to keep walking.

grossfood

Anything Your Mother Had to Force You to Eat When You Were 10 Years Old

Brussels sprouts, kale, liver, venison, tongue, lima beans, spam, mystery casseroles,  …. this list could be several pages long. Two more: Anything Served at the School Cafeteria on Friday or Anything Cooked by Your Weird Hippie Aunt.

Anything That Smells, Lingers, or Coats Your Fabric Graphics

Tuna fish, deviled ham, canned corned beef hash, bacon (sorry), garlic, onions, stinky French cheese, kimchi.

Anything in a Large Glass Jar Typically Found at a Bar

Pickled pigs feet, pickled eggs, pickled sausages… Heck, let’s make this easy and say anything pickled, except pickles.

Miscellaneous

  • Poutine (french fries with brown gravy) — This food explains a lot about Canadians
  • Spaghetti — There’s no graceful way to eat it, and you’re guaranteed to have a tomato sauce accident
  • Sloppy Joes — Or any food with the word “sloppy” in the title
  • Any Food That Turns Your Fingertips Orange
  • Any Food Requiring Special Utensils to Consume
  • Any Food Where You are Tempted to Lick Your Fingers and Then Wipe What’s Left on Your Pants
  • Any Food That Makes You Gag When Eaten by the Guy Sitting Next to You on the Plane

Please add your suggestions. We all know that the more food that’s available on the show floor, the less we have to spend entertaining clients. I’m all for the day when a client says, “I’d love to go to that steakhouse, but I ate so much at the show I’m going to have to pass. Thanks anyway.”

No, thank you!!!

–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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Posted in Mel White, Trade Show Marketing | 15 Comments »

Trade Show Marketing | The Bare Minimum

April 9th, 2015 Mel White COMMENTS

4 Basic Trade Show Tips

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1. What are some basic tips you would suggest for a business going to their first trade show?

Even if you majored in marketing, you probably learned diddly squat about trade show marketing. Which is sad since trial and error is very, very expensive at a trade show or event. My advice is to work with a professional, or at the very least, consult with colleagues who have gone through the process several times. Trade show success isn’t hard — if you know what you are doing and have done it repeatedly. In the end, it comes down to experience, planning, and flawless execution.

2. What advice would you have for a business that spends a lot of time at trade shows?

Plan. Too often, companies treat trade shows like a last minute vacation. Successful trade show marketing requires pre-show planning and promotion, staff training, and post-show follow-up — at a minimum. Attendees no longer just arrive. They decide who to visit based on research and company needs before they arrive at the show hall. Gone are the days when attendees would meander through the show hall. They identify who they want to see and spend time at those companies. It’s rare that attendees “discover” a new vendor at a show (which is why pre-show marketing is critical).

stk313065rkn3. How can a business with a small budget design an eye-catching display at a trade show?

First, decide on your goals for the show, which can change from show to show. What is your key message? What problem are you solving? What do you need? A large monitor? An iPad? Literature trays? Product shelves? There’s nothing wrong with starting small if your graphic is appealing and the message clear. Finally, ensure the graphic is designed by someone who understands trade show graphics. Trade show graphics are very different from a magazine ad or a website, and most graphic designs are unfamiliar with trade shows. Most importantly, work with an exhibit design professional, i.e., someone with a history of successful clients not just a history of exhibit sales.

Over the long run, the real cost of a trade show is not the display, which is fixed, but everything else — travel, meals, pre-show marketing, booth space, drayage, and salaries. Those costs can be managed with careful planning.

4. How is a trade show different from doing business in a brick-and-mortar location in terms of the way  employees interact with potential customers?

You may find this surprising. Except for the venue, it’s not really different. It’s as simple as having knowledgeable people who have solid sales and customer service skills in your booth, including senior management when possible. Greet visitors, listen, ask open-ended questions, and document the answers. Don’t drink coffee in the booth, eat, or text, or read email. All the things you would tell someone working at a typical retail store.

In the end, it’s about getting to the booth on time, approaching people, and being friendly and honest. Dress appropriately, keep the workspace organized and tidy, and act professional. A trade show is not a vacation. It’s your job so arrive sober, polish your shoes, and iron your clothes. One last suggestion — Never ever check your smartphone in the booth. You might as well be picking your nose. It sends the same message — Go Away!

Have questions? Send me an email or call. I promise to give you more than my “bare minimum.”

-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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Dumb Stuff People Do at Trade Shows

November 12th, 2014 Mel White 1 COMMENT

It’s Maddening

DumbImage

People do really dumb stuff at trade shows. Consistently dumb stuff. Anyone who participates in trade shows could write a book on what they’ve seen over the years. Weak pre-show marketing and post-show follow-up could cover several hundred pages.

So, let’s ignore those and concentrate on the easy fixes, the ones you can change now. The ones you can implement before your next show in a month or two.

Senior Management:  Bring them . . . but not all of them. Bring the President and the CEO, assuming they are personable and knowledgeable. Don’t bring them if they love to hear themselves talk. Don’t bring the CFO, the COO, or anyone who couldn’t charm a goldfish into a fishbowl. Clients want to talk to senior management. And their presence demonstrates that your company is serious about the show.

This rule obviously doesn’t apply if you do 80 shows a year. Pick the 3 or 4 most crucial and have the “chiefs” there. Tip:  It’s much easier to get a trade show marketing budget approved if senior management participates.

early_lowCome Late. Leave Early: Most shows allow you to enter the show hall several hours early. This gives you time to organize the booth and make any last minute changes. More importantly, it’s the ideal time to walk the show, see industry trends, and get a better sense of what your competitors are showing. If possible, bring a colleague. That way you can compare notes.

It’s also a great time to talk to the other early birds. There are fewer distractions, and you’re more likely to have casual and informative conversations. Staying late has similar advantages. Not surprisingly, tired exhibitors can be very revealing at the end of the day.

That said . . . adhere to the formal and informal rules of the trade show floor. Don’t do anything you wouldn’t want a competitor to do in your booth.

Ignore the Competition: Many companies are arrogant about their competitors. They see themselves as “the leaders,” so what could they possibly learn? The answer is — a lot. Even knowing that you are still the leader is valuable when targeting new markets and developing your marketing strategy.

And, unless your company prohibits it, don’t be afraid to introduce yourself. Friendliness is not a crime. You may be surprised at what you’ll discover, and a friendly competitor has been known to send business your direction if the client doesn’t fit their model. Tip:  Beware of the red herring. Sometimes competitors can be sneaky smart about their sales, trends, and products.

Ignore Customers

Ignore Your Customers: It happens. It’s human nature. We feel like we don’t have to spend as much time with existing customers since we know them. However, your customers come to trade shows to learn about new products, services, and companies. They also come to mingle with colleagues, meet new people, and share challenges. They want to feel valued.

If good customer says, “I was at the show, but —

a) You were so busy no one was available,

b) I was there but just never made it to your booth, or

c) I spoke to Bob (or Jane or Homer) and they said there’s nothing new happening”

Then, you have a problem. A correctable problem but a problem.

Ignore the Social Events: As much as we want to pretend otherwise, trade shows are business in a semi-social setting. The planned social events, such as an evening gala, new attendees meet-and-greet, award ceremonies, and receptions are still business functions. Make it worthwhile. It’s your chance to meet new people, chat with industry colleagues, bond with existing customers, and find new customers.

Can it be hard, especially if you are a wallflower? Yes . . . but . . . wallflowers have an advantage. They are great listeners, and in any large room, the ratio of talkers to listeners is about 95:1. Ask the right question (or often any question) and the rest of the night is on auto-pilot.

Tip:  For anyone under 30, Social Media ≠ Social Events. And yes, you do have to talk to people. You can’t just text them.

Sheldon_lowRely on Memory: Unless you’re Sheldon from The Big Bang Theory, your memory is flawed, hopelessly flawed. On Day 1, you will have little doubt that you can recall every single conversation. By Day 3, an important client will remind you that you spoke for 30 minutes about a critical new project on Day 1.

Whatever works for you, use it — paper, tablet, business cards with notes, digital recorder, etc. Yes, it’s better if everyone in the booth uses a similar system, but it’s even better if everyone takes notes that can be reconstructed at the end of the day or the end of the show. Tip:  Don’t let “Joe” leave the booth at the end of the day without emptying his pockets. Otherwise, those notes and business cards will be trash can casualties or unreadable smudges by next week.

Please share your “quick fixes.” View it as volunteer community service for the less fortunate who see neither the forest nor the trees when it comes to trade shows. Don’t make me stand on the corner ringing a bell for the clueless. They can be saved!

Cheers!

–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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A Humbling Lesson About 10 ft. Displays

July 23rd, 2014 Mel White COMMENTS

520-10X8-2Safety in Numbers

Over the years, I’ve learned a humbling lesson. There’s safety in numbers when it comes to 10 ft. inline trade show displays. Most exhibitors choose the predictable over the bold, the safe over the dramatic. And while I understand, I also don’t understand. Yes, budget is a factor. Fear too. No one wants to make the wrong decision when purchasing a display. It’s easier to choose something you’ve seen on the show floor rather than a design that’s unfamiliar.

Too often, I’m disappointed when I walk the trade show floor and review the inlines. I see banner stands pretending not to be banner stands. I see weak, pixelated graphics on pop up displays. I see boring pillowcase frames with fuzzy 4-color graphics and cheap hybrid displays with gaping parts and pieces. Sadly, most arts and craft fair exhibits are more creative than the typical corporate inline display.

Now before you think I’m picking on low-cost displays, I’m not. A similar trend can be found in more expensive displays, where the quality is better but design still takes a backseat to predictability.

Taking Chances

So, why the reluctance to take chances? Is it because, as someone once told me, “No one ever got fired for buying a pop up.” That said, I’m going to take a chance, albeit one that’s a bit self-promotional. Below are displays from Exhibit Design Search that do not fall within the “safe zone.” I’d enjoy hearing your thoughts about these designs, understanding that none are below $8000. Some considerably more. These design sell, but not in the same numbers as Sacagawea, Magellan Miracle, or a VK-1321.

Put your customer glasses on, share your thoughts from a buyer’s perspective, and vote for your favorites. In this election, it’s OK to vote for more than one. 😉

 

Please share your comments. Thanks.

–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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Why EXHIBITOR Matters (But Should It?)

March 15th, 2014 Mel White 4 COMMENTS

Each year, I have to remind myself why participating in EXHIBITOR matters. That may seem odd. After all, EXHIBITOR spends a mountain of cash listing all the reasons to attend. Who am I to argue with them. They know their audience. But, I still have to ask myself why should I attend? I’ve already gone at least fifteen times.

I’ve worked for three display manufacturers, and there have been years when I’ve questioned whether we should attend, let alone exhibit. I’ve seen competitors skip a year or two with “seemingly” few repercussions. Why should we build an exhibit just for EXHIBITOR and spend considerable cash at a show where we know all the players.

Then I remind myself (or Kevin reminds me), why EXHIBITOR matters to Classic Exhibits:

1. Our Distributors. We are a distributor-driven company. That’s how we sell our products. Yes, Reid and Jen visit our distributors throughout the year, and we hold Shared Knowledge University twice a year. That said . . . There’s no other event that brings more Classic Distributors to one place than EXHIBITOR. It’s our chance to see, learn, and share stories with them. My only regret, and I know many of you will groan when I say this, but I wish the hall hours were longer and at least one day longer. There’s just not enough time during those three days to spend quality time with each distributor. Inevitably, I leave the show knowing that I short-changed myself by not spending enough time with Distributor A, B, C, or D.

2. Our Employees. We’re in the trade show business, but that doesn’t mean we attend trade shows regularly. We don’t. We’re designing, project managing, and building exhibits. Then it ships to a show, and we never see it again. More often than not, we never see it in its final state with the graphics, products, flooring, A/V, etc. We miss that feedback and that experience. Attending EXHIBITOR allows many of our employees to immerse themselves in a trade show about trade shows. They see how our solutions differ from other builders or service providers. They get the opportunity to meet distributors face-to-face, often for the first time after working with them for years.

3. Products/Trends. Classic Exhibits is in a constant state of R&D. It’s rare that a week goes by that we don’t create an innovative solution either by necessity or by design. If it’s really important, we devote a Design Monday to it or we send a dedicated email broadcast. But, we’re smart enough to realize that your days are information intense and expecting you to internalize each and every new innovation is impractical. EXHIBITOR allows us to focus on those new ideas or products that we want to share with our distributors. Year after year, distributors tell me that they attend EXHIBITOR for one main reason — to see what’s new. And each year, I make a point to ask them what they saw “new” in the exhibit hall. I can’t tell you how many times I’ve heard, “Except for what Classic is showing, I’ve only seen one or two interesting ideas.” Honestly, I’m always shocked by this. Why would any manufacturer, builder, or service provider come to EXHIBITOR without NEW?

The Before Photo . . . In Progress

4. The Industry. This will sound sanctimonious. I’ve had conversations with suppliers, partners, or competitors who have told me they are not participating in the show. I could understand that if our industry had multiple shows each year . . . but we don’t. We have one. Then they’ll tell me that EXHIBITOR never really paid off for them. It didn’t create any new sales or find new distributors or identify any new suppliers. Folks, that’s clearly BULLSHIT or better yet, it tells me they don’t understand trade show marketing. You can’t be in the business of trade shows and not participate in trade shows. You can’t! Whenever a supplier, certainly one of considerable size and focus in our industry, tells me that they not only don’t exhibit at EXHIBITOR but they also rarely attend, then they are unlikely to win my business.

5. Social. Despite the long hours and the pressure, it’s fun. I always meet new people and see old friends. I get to hear all the gossip and speculate on this year or next year. The food is good. The parties are always memorable in so many ways. It’s always a roller coast ride of emotions, sights and sounds, and at least one experience that makes me happy I don’t live in Las Vegas year round. Our personal and business lives are pressure-packed and EXHIBITOR is (for me) an annual perk. It is work, but it never seems like work.

If you are attending EXHIBITOR, I’ll see you there. Get my attention if it’s during show hours. If not, let’s make arrangements to have a drink or a meal before or after show hours. For anyone not attending, we’ll do our best to share photos from EXHIBITOR in the blog.

Happy travels.

–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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