We Are MORE Than A Price

 I have not written a little rant here for a while. This one will be short and sweet (sort of). I am working hard on being grateful for the business and the opportunities that we have, but there has been a trend here in 2024 that is disturbing.

First, let me say, I understand budgets. We are small business owners and understand better than most sales reps out there how important a budget is. We work diligently with our clients to provide a great exhibit experience for a price that works for them.

I'm going to come out here and just say it...

IF YOU ARE BUYING AN EXHIBIT BASED SOLELY ON PRICE - YOU ARE MAKING A HUGE MISTAKE.

The trend we are seeing, is people "designing" their own exhibit (or even worse, having an exhibit house design something and then sending that render off to other exhibit houses to quote - more about that later).

These people are price shopping.

Buying an exhibit is more than just price. It is about design, how is it built, does it follow trade show rules, how hard is it to set it up, how is it transported, how much will it weigh? So many things more than just a price.

And most importantly?  Partnership. Buying an exhibit should not be like buying a washer and dryer. A good exhibit partner is strategic with you. Looks at your entire trade show program. Considers things like re-use of components for different shows.  Determining who is going to set up the booth, is it easy to set up, how many hours will it take, what would labor cost if you hired that out. There are SO many more questions, that are just as important (if not more) than price.  Where is the booth built, what are the components, is it wood, is it aluminum, is it fabric, is it sintra, is it...? What do set up instructions look like, how is it packed, what is the warranty, how good are the crates, can it get damaged during shipment? Does your partner understand the labor union rules in each city? Do they know that in New York, your labor crew cannot touch a tv? Do they know that in Rosemount, IL that the decorators have to put together lightboxes and install the graphics? Are they going to council you on those items? Are they going to stay late on the show floor to file a police report when your brand-new product you are launching at the show appears to have been stolen?  The list is endless.

A recent example, a prospect sent us a render. There is no way to know how it was constructed, wood walls?  Aluminum & fabric? What exactly does the price include? Flooring, all hardware, graphics, lighting, accessories, shipping, crating? How do you even know you are comparing apples to apples without engaging us in a design process?

Sigh. We listen, collaborate, & educate; we try to work with people and help them understand the value of partnerships. But if you want to buy on price alone? We will walk away, actually run away and wish you luck.

I could write a post on the value and importance of every single one of those issues that are NOT price. But I have clients and prospects to take care of.

I can promise you, when you work with us, you will understand.

If you like what you read, please share it!

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Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/ or check out our website at www.totaldisplays.com    

How Does Your Trade Show Partner Behave - Class & Integrity?

 Today, while I was scrolling through LinkedIn, I saw a post labeled, "learn from the oops moments at CES 2024".  This post was from a local competitor.  I will not name them here, because I do truly think it is tacky to do so. Stand on your own merits, don't put other companies down on any social media platform.  But I digress.

I took a look at the blog post for this company, and it actually contained photos and text that clearly called out the exhibiting companies!  Yeah, shaming them for their exhibits at CES. Really?

Here are a couple of phrases they used describing not only the exhibits, but the exhibiting companies.

"This year however, the streaming giant got it all wrong."

They went on to say that people waited in line to get into the exhibit and had they known what they were going to see, they "wouldn't have wasted their time"

"The fact that this was their solution would seriously make one think twice about partnering with (Insert exhibitor name here).

"The devil's in the details even when you are shelling out millions on an otherwise sensational stand. (Insert exhibitor name here) would have been better served by scraping these vinyl letters of their exhibit entirely."

There are more, but you get the gist. I was astonished and disgusted enough to make a comment saying it was tacky to post the exhibitor names and slam them like they did in this post. The language in the post was arrogant and condescending. 

Suffice it to say, my comment was removed by their social media people.

Unless you are the exhibitor, you have no idea what these exhibitor stories, maybe their freight was lost, maybe they are a start up.

Shame on this exhibit house. Really.  This, to me, was a HUGE OOPS moment on their part. Why would you do business with someone like that?

One of These Things Is Not Like The Other...

 

   

In the past, elegance and structure have not really been associated with portable trade show displays.  Let's think back to many years ago and Sesame Street!  Here is a blast from the past.

One Of These Things Is Not Like The Other - Credit Sesame Street.

I will answer your question, but we need a little history lesson to get there.  Portable exhibits have come in many shapes and sizes.  The most common had fabric panels, you could print graphics and Velcro them to the exhibit. They were revolutionary many years ago.  There have been a lot of product advancements with this system and many people still use them.  Photo mural panels elevated the popup to another level.

There have been many other portable/pop-up displays systems over the years.

One of the most popular is tube stands.  They are an aluminum tube system with a pillowcase graphic that slides over the aluminum frame.  

There have been advancements in this system to adding different frame sizes, accessories and more.  Different frame sizes used together to make modular displays.

Tube stands with pillowcase graphics have been around for a long time.  They are lightweight, they are easy to set up.  The pillowcase allows for 2-sided graphics.  

They have some downsides though too.

• They are beginning to look dated
• Graphics, unless done well can be saggy
• The cheap versions (usually sold by promotional product companies or others that have no business selling trade show exhibits) are not stable.
• Most carry limited warranties (you break it, you replace it)
• They really have become a commodity item
• Everyone seems to have them now

Now, why would I tell you the downsides of a system that we sell a lot?  Total Displays has always provided good quality products.  We do sell a lot of tube systems.  Typically, the people that are buying them are upgrading from an old school pop-up display.  They are often replacing retractable banner stands with simple tube stands.

1. If you are insistent and love the look of a tube stand, please be sure to buy from a reputable trade show exhibit company.  If you want to see the difference in quality, let me know and we can do a Zoom meeting where I can show you one of ours vs. one that was produced by a promotional products company.  Trust me when I say, they should stick to pens and hand sanitizers.  They really know nothing about trade show exhibits.

2.  Next time you walk the show floor, take notice of them.   How many look good, how many do you see?

Another popular portable option has been retractable banner stands.  Again, really a commodity item.  Seriously, everyone has them.  I have seen 10 x 30 and 10 x 40 exhibits filled with retractable banner stands.  They may be easy, but do they really represent your brand in the best light possible?  When used in the right situation and environment, retractables can be a great solution.  But if you really want major impact?  Look for something else.  

Why do you exhibit at a trade show?  What is the purpose of your exhibit materials?

One of the whole points of a trade show exhibit is to make you stand out in a crowd!  

I'm sure you are all on pins and needles wondering what we would recommend?  

We have an amazing line of products, called Symphony.  PORTABLE ELEGANCE.  Portable exhibits have generally looked portable.  The tube systems were a step in the right direction.  But now we have the next step.

Do these look portable to you?   

• Multiple frame shapes/sizes to build customs looks
• Large monitor support.  
• Cell phone charging ports on backwall counters.
• Curves.  
• Sturdy, aluminum extrusion frames.  
• Professional tight fit, silicone edge graphics.

• LOCKING storage in counters.
• COMPLETELY Tool-less assembly

Take a look at some kits to show you some examples of looks you could build with these components.  

Elegant Portable Exhibit Ideas

Or better yet, call or email us at 952-941-4511 or sales@totaldisplays.com to review components and build your own custom look with this amazing new system.  

If you like what you read, please share it!

====================================================
Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/ or check out our website at www.totaldisplays.com    

Why You Should Invest in Display Cases

Investing in high-quality shipping cases for transporting your displays to trade shows is crucial for protecting your booth and accessories. While less expensive options may seem appealing, they often prove to be unreliable and costly in the long run.

 

Cases made of low-quality materials such as plastic are prone to breaking easily, especially during transportation. Clients who opt for these less expensive alternatives may find themselves having to replace them after just one shipment, with no warranty to cover the costs. This cycle of constant replacement can quickly add up, particularly if you attend multiple trade shows throughout the year.

 

On the other hand, investing in a more expensive, higher-quality case offers numerous benefits. These premium cases are constructed from durable materials designed to withstand the rigors of transportation. Additionally, they often come with warranties that provide peace of mind and protection against unforeseen damage. Premium cases may offer additional features such as the ability to convert into a counter, providing added functionality and versatility to your display setup. While the upfront cost may be higher, the long-term benefits far outweigh the initial investment, especially for businesses that frequently participate in trade shows.

 

While it may be tempting to opt for less expensive display cases, it's essential to consider the long-term implications. Investing in a high-quality case not only protects your displays but also saves you money and hassle in the long run.

 

Need help finding quality cases for your next tradeshow? Contact us at sales@totaldisplays.com or at 952-941-4511 to learn more about our products.

The Importance of PMS/CYMK Colors in the Trade Show Industry

Colors are the most crucial aspect of printing for your display. Branding colors must remain consistent because they can appear significantly different on various materials. Whether you're printing on vinyl, fabric, paper, or simply viewing it on your screen, the color may vary. When communicating with your trade show designer, be sure to include any PMS/CMYK callouts to ensure your branding colors match throughout your entire booth.

What are PMS colors? PMS (Pantone Matching System) is a numbering system used in graphic design, providing universal color codes to ensure precise color matches for the designing and printing process.

What are CMYK colors? CMYK (Cyan, Magenta, Yellow, and Key) ink colors are within a PMS color. These are used for printing and selecting colors while designing, among other purposes. Printers and creative platforms use these four ink patterns to create the same color throughout the printing and designing process.

Why do colors look different on different materials? Paint dries differently on various fabrics. Banner fabric and vinyl have different textures and weights, causing ink to absorb into the fabric differently. This is why it's crucial to color match when changing fabrics to maintain a consistent color throughout the printing process.

Here are some reasons why Pantones are important for printing:

Consistency: Pantone colors provide a language for communicating and reproducing specific orders, helping maintain consistency across graphic designers, materials, and printing processes.

Branding Identity: Many companies and brands have specific colors associated with their logos and branding materials. Pantone colors help ensure that these brand colors are accurately reproduced across various printed materials, maintaining a consistent and recognizable brand identity.

Color Matching: Pantone colors allow printers to match colors accurately across different printing materials. This is crucial for large-format printing, packaging, and marketing materials.

Versatility: Pantone colors are not limited to a specific printing method. Whether it's offset printing, digital printing, screen printing, or other techniques, Pantone colors can be used across various printing technologies, ensuring consistency in color reproduction.

The Power of Experiential Marketing

In the dynamic world of business, trade shows stand out as powerful platforms for networking, showcasing products, and creating brand awareness. However, in an era where competition is fierce and attention spans are short, simply having a booth with brochures may not be enough.

Enter experiential marketing – a game-changing approach that immerses attendees in memorable, interactive brand experiences.

Experiential marketing goes beyond traditional advertising by creating direct and meaningful engagements with the audience. Instead of passively absorbing information, attendees become active participants, forming emotional connections with brands. Tradeshows provide a unique opportunity for companies to leverage this approach and make a lasting impression.

One of the key advantages of experiential marketing at tradeshows is the ability to create memorable experiences. Whether it's through virtual reality demonstrations, live product testing, or interactive displays, giving attendees a hands-on experience can significantly enhance brand recall. Attendees are more likely to remember an engaging activity than a booth filled with promotional materials.

Experiential marketing encourages interaction, turning observers into engaged participants. Activities like games, contests, and live demonstrations not only capture attention but also facilitate meaningful conversations. The more engaged attendees are, the more likely they are to share their experiences on social media, amplifying the reach of your brand beyond the tradeshow floor.

In a crowded marketplace, emotional connections can set your brand apart. Experiential marketing provides a platform to evoke emotions and create a positive association with your products or services. Whether it's through storytelling, immersive environments, or personalized interactions, tapping into emotions can leave a lasting impact and build brand loyalty.

While the initial investment in experiential marketing may seem higher than traditional methods, the potential return on investment (ROI) is significant. The engagement and interactions generated at tradeshows can translate into increased leads, sales, and brand advocacy. By standing out from the competition and creating memorable experiences, your brand is more likely to be top-of-mind when attendees are making purchasing decisions.

In the ever-evolving landscape of tradeshows, experiential marketing is proving to be a powerful tool for companies looking to make a lasting impression. By focusing on creating memorable experiences, fostering engagement, building emotional connections, and ultimately maximizing ROI, businesses can elevate their trade show presence and leave a lasting impact on attendees. As you plan your next tradeshow strategy, consider how experiential marketing can transform your brand's presence and set you apart in a competitive marketplace.

Your Brand Matters

One of the first steps in establishing a company is to determine your mission and to create a brand that represents and communicates that mission. You can achieve this through engaging designs, which includes a logo, crafting a slogan, and creating a website. Often, this is the most critical aspect of building your brand. There are several main reasons to do this: building growth, fostering customer loyalty, establishing a sense of identity, and clarifying your values.

Creating an identity that sets you apart from the competition and fosters a genuine connection is crucial. Your identity is what makes your business unique. It reflects your beliefs and dictates how you communicate with and assist your clients. This is an integral part of brand creation, and it's essential to convey exactly how you want potential clients and employees to perceive your company.

Effective branding promotes customer loyalty, as clients are more likely to return if they feel a strong connection to your brand. Building a good relationship from the outset is key, this includes creating a booth that helps you build on those relationships. Maintaining your promises throughout the entire process fosters loyalty.

You also want to instill value throughout your company. Branding can help you define principles and core beliefs that enable your employees to work cohesively, demonstrating value to your clients and achieving your goals. Your values can be demonstrated through your website, signage, or a slogan that reflects your principles. These subtle elements can consistently convey value throughout your organization and serve as a reliable foundation.

Total Displays will help you communicate your identity and values by creating a booth design that fosters relationships with current and prospective clients.