Word on the Street — October 11th thru October 15th

Trade Show Blog

Why we participate in the TS2 Show

Word on the Street by Kevin Carty

Diversifying . . .

Diversifying was the overriding theme of conversations with distributors this week. When I make calls to Classic Exhibits Distributors, I ask about their sales and what they are seeing in the market. I inquire where their sales are coming from and where they see them headed in the coming months.

The answers had one very consistent theme. People are diversifying their sales approach and looking beyond the traditional trade show exhibit. They are thinking “outside the box” into related opportunities. Here are some of the ideas they shared with me about their anticipated sales this fall.

Interior Work, such as Corporate Environments and Retail Showrooms. This was a common thread I heard from many distributors. In many markets, the firms that typically handle this sort of business have struggled and many have closed their doors, leaving customers looking for alternate routes to get this work done. And as many of you know, what we do on the show floor is not all that different from what happens in Corporate Environments, so it has proven to be a nice fit for many distributors.

Retail Fixturing and POP/POS. Granted this is not altogether new to many of us, but it clearly has become a much larger segment of our “pie.” We have seen this first hand through the ClassicMODUL division of the company. The nice part is that really any level and or size distributor can seek this business. With ClassicMODUL extrusions and accessories at your fingertips . . . design capabilities through Classic Exhibits . . . and the vast CNC capabilities we offer you,  you can walk into any retail scenario confidently, knowing that you can provide a complete solution for your customer.

Small Event Production. With companies watching their marketing and travel budgets, and rightfully so, many corporations have turned to hosting small events of their own. Small events bring clients to their event without the worry of competitors on the show floor. It also gives a client the opportunity to bring in vendor partners as well to show their wares and services. For trade show folk like us, it is a nice opportunity and good fit for potential business. Distributors can provide all the exhibits for the show, partner with a local show management company to help produce the show, and gain access to a captive audience of potential traditional trade show exhibitors for the future.

These are just a few of the “diverse” ideas I heard this past week that have been successful for many Classic Distributors. I am sure there are many more out there. Please share some of those successes and ideas here.

Be well and have a great weekend

–Kevin Carty

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

Filter by Category

Filter by Year

Recent Posts

Who is Our Biggest Trade Show Competitor?

Recently, I’ve been on the road, visiting Classic Distributors in the Midwest and South. We chat about industry trends, new products, and challenges in their market. Occasionally, they will ask me about competitors. That’s a topic, to be honest, that makes me uncomfortable.

The 3 Essential Trade Show Marketing Questions

These are questions every designer should ask their client before designing the ideal trade show display. If the client walks in just thinking about the nuts and bolts of the project, they may miss an informed conversation on why they are exhibiting in the first place and that can fundamentally affect the design of a booth. The Why can greatly impact the How in Exhibit Design.

What You Should Know about Exhibit Marketing

Exhibit marketing is all about marketing your products or services to buyers at expositions, conferences, and trade shows. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.

Managing Your Trade Show Budget

Trade shows are expensive, and some costs are often puzzling to exhibition newbies, but there are multiple ways to manage those expenses with a little planning and some assistance from an experienced trade show professional. Don’t be afraid to tap into that expertise.

Why Are Trade Shows Important for Business Growth and Branding

With the rise of online meetings and ecommerce, business experts have predicted the death of trade shows and live events for 40 years. Yet, the benefits of trade shows and events have never been more important for businesses. There were over 13,000 separate events in North America in 2025 alone.

Best & Biggest Convention Centers in the US for Trade Shows

What are the biggest and best convention centers in the United States? And does overall size and location matter when it comes to a convention center? Unless you’re a trade show nerd (like me), you’ve probably never wondered if the Las Vegas Convention Center is bigger than McCormick Place in Chicago. Or if the Orange County Convention Center is in FL or CA?

People’s Almanac of Trade Show Knowledge

We all love working with an informed client about trade shows and trade show marketing. They ask our advice. We give it. Sometimes we state facts. Sometimes we offer opinions. And sometimes, we should send them to an expert.

10 Online Tools for Classic Exhibits Distributors

At a recent Shared Knowledge University, we reviewed ten online tools available to all Classic Exhibits Distributors. The attendees told us that these tools are invaluable to their sales, marketing, and customer service teams and are unique within the exhibit industry. 

Why Small Businesses Fail to Grow by Jay Goltz

Excerpt from the “Art of Running a Small Business.” Many, if not most, Classic Exhibits distributors fall into the small business classification as defined by the Small Business Administration. Small businesses have challenges that larger businesses do not.

Top 12 Trade Show Bad Habits

All animals, humans included, are creatures of habit. We learn how to survive, then follow those routines day after day. Trade shows are no different. Exhibitors and attendees find their safe space and get comfortable: same shows, same people, same message.

Your Trade Show Marketing in 2026

When it comes to trade shows, many exhibitors don’t have a detailed plan on how to market their company. They purchase a display, which they think is the key to a successful show. Your exhibit may be the star of the show but it’s only one element in a comprehensive strategy.

IMEX America Hosted Buyer Lounge (Condensed Version)

IMEX America 2025 brought together 17,633 participants, including more than 6,000 buyers from 75 countries, reinforcing the event’s position as a high-value marketplace for the global meetings industry. At the center of this ecosystem was the CORT Events’ Hosted Buyer Lounge, designed as a dedicated environment.

40 Weird Things You Do @ Trade Shows

Trade shows can be a strange world whether you are an exhibitor, attendee, or an industry insider. While many behaviors might seem normal to you as a member of the trade show community, others are downright bizarre to those who rarely set foot in a trade show hall.

Why Are Companies So Bad at Trade Show Marketing?

Some companiees will hint at it. Then there are the ones who are honest. They simply don’t understand trade show marketing. That’s not surprising. It’s rarely taught on the undergraduate or graduate level. At best, it’s mentioned in passing in a marketing textbook.