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!

================
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. 

AI and Trade Shows

Recently, all eyes have been on artificial intelligence (AI) and businesses are trying to figure out how it will affect them. Specifically for Total Displays, we are staying on top of how it will help or hinder trade shows and the companies that create and manage them. 

What are the positives of AI that will help the trade show experience? Some of the biggest ways AI could enhance the trade show experience is through personalized planning and interactive tools. Imagine attendees using AI to guide them through the trade show floor and simply answering questions they may have during their visit. Attendees could personalize their trade show experience making their time and your time more effective and efficient. You may also consider using AI within your booth on tablets and interactive screens so your clients can immerse themselves into your company to learn more about your products or services. 

Will this affect the in-person connection? Trade shows allow for that very important face-to-face connection to build relationships. The concern with AI is the potential reduction of human connection as it slowly evolves in our everyday lives. Even though this up and coming technology that could impact the trade show experience, it could actually enhance a booth as well and should be consider in the future. 

I think that AI could be helpful to get fast results but as humans, we still need connection. I think over the last couple of years, that need has become even more apparent, and AI can never replace those interactions. As a trade show business, this will be a challenge for our team to make sure AI is effectively used in booths and the overall trade show experience.  

Handling Sales Objections vs. Harassing a Prospect

 I just received an interesting sales call. It is for a lead generation, database management tool.  Not a CRM. But a place where you can get decision maker contact lists for companies.

I was at least impressed that this person didn't email me but actually called me today saying he found me on LinkedIn.

I have looked at this service before. It is VERY expensive. Right now, it is just not a good fit for us for multiple reasons.

Here is where it got interesting.  I told him why it wasn't a good fit right now. He tried to refute my stance. He then proceeded to tell me about a great new tool that targets people that are searching for our products/services and blindly sends them a series of emails.

If you have followed along at all, you know I am not a fan of the blind pitch.

I proceeded to tell him; I am NOT A FAN of the unsolicited email without any personal interaction. That if I get them, I immediately flag them as junk.  He argued that they were emailing people looking for our products/services so that is ok.

I told him, we build relationships and don't just email prospects.

Understanding in our world, that some companies have been using the same exhibit company for 10, 15 or even 20 years. The chances of them just replying to a blind email and me selling them an exhibit, is pretty slim.

Can it happen?  Of course, but it would be very rare. You have to catch that person at just the right time, in the exact right circumstances to get them to reply to your email, engage and then buy from you. 

He proceeded to argue with me again, saying they have had a lot of success with other companies like us, in our industry.  Ok, maybe the REALLY big companies.

Remember, I told you they were VERY expensive. The most expensive option like this out there on the market. I have researched this previously.

My last objection was that they are by far the most expensive option out there.  Of course, his reply was, "I'm sure as you know, there is good reason for that."

So, this gets even better. Out of curiosity, I went out to their website to see what their pricing is like now.  There is NO pricing on their website.

My phone just rang. It was my persistent sales rep. He got a notice that I was out on their website, and he wanted to know if I wanted pricing.

I know all about handling objections. The best salespeople handle objections without the prospect even knowing they are handling the objection. Arguing with your prospect is not a good look.

Remember, I told him point blank, I would never use a blind, targeted email. That is just not how we do business. I really despise those emails that lack any personal attention and are clearly sent by a bot. 

AND it gets better! I just got another call from someone else at this company. This call came from a local number. I asked to be removed from their list. Her response, "You're not on a list".  Then why did I get 3 calls in less than hour. Clearly, they need some CRM consulting to not call the same prospect multiple times within an hour. 

How do you handle objections, and do you use automated emails?

Are Trade Show Goals Important?

 

When it comes to building a trade show booth, you might want to set some goals. These goals can be for both your company and your client or individual goals. These can be set by an artwork deadline, ordering your products on time, and getting everything checked off the list to be built at the show. There are a lot of steps to getting everything completed before the show. Goals are a great way to start the process of building your booth and will ensure that both the client and you can stay on schedule, get on the same page, and have good communication. 

Ideally, you want to start the process a few months ahead. Especially if you’re relying on artwork from your client or your designer. This can be the longest part of the process, which involves a lot of going back and forth with the client and production. Key components of the artwork are high-resolution photos, PMS colors, and branding guidelines. When clients are doing their graphics, it's important to identify and communicate these requirements. If not, there could be issues with the design that cannot be fixed, or worst-case scenario, require starting from scratch. Artwork is the most important part of a booth. 

When deadlines are set, both sides are liable for getting everything completed. You must be timely with weekly updates over email or notifications. This will ensure you have enough time for production, shipping, and fixes if necessary. It's important to have some buffer time in the process. These days, we have encountered production and shipment delays that we need to account for in the timeline. Most clients don't understand this long process time, but this is what will save you time and money in the end. Rush fees on shipping and production could almost triple in price, so this is important to stay on your timeline. 

Goals are important to be established to motivate and to hold each other accountable. Creating a trade show booth is a long and stressful process, but setting these goals and deadlines can help make something complicated into a stress-free show. 

Are You Interested Or Not?

 If you follow me on LinkedIn at all, you know how much I dislike the people that connect and then pitch their product or services immediately.

Here at Total Displays we build more than trade show exhibits. We build relationships. You cannot build a relationship with someone through email, or LinkedIn messages.

This month I connected with someone that does website development. The first message was pretty generic asking to connect because we had some "synergies" (a word I dislike, but that is another story). 

Since connecting with this person, I have received 5 messages since connecting on August 7th. 

Today I received this message.

Now, I am all about responding to salespeople that I have engaged to provide us with product or services. I do NOT feel the need or responsibility to respond to people that have sent unwanted or unsolicited pitches. I don't like being ghosted by a customer or a prospect any more than the next person, but this felt a little aggressive considering I have never replied to a single one of his 5 messages.

I will say it until my dying day. Provide value. Build relationships. Treat people with respect. 

People buy from people they like.

How to Reach Your Target Audience

Key to any business and its growth is marketing. There are various tactics to consider which include: digital, print, telemarketing, and of course, trade shows. All of these are an important way to reach your audience and to grow your business. 

 

Digital Marketing

In today’s fast paced and digital world, you need to reach clients through digital platforms. First and foremost, a company website is essential. A website is a great place to showcase products, tell clients about your company, and provide an easy way for them to contact you for further information. Once you have your website established, you can then implement other digital efforts like email marketing, social media organic and paid advertising, and targeted banner ads. These efforts can be good awareness generators and client growth initiatives. 

 

Print Media

These need to be simple and impactful, and placed in outlets that include your target market. Print media includes things like billboards, newspaper ads or inserts, magazine ads, direct mail pieces, and more. Depending on your industry, print media is still part of marketing budgets. These placements can drive awareness of your goods or services and deliver calls or traffic to your website. 

 

Telemarketing

Calling someone still adds a nice personal touch to building relationships with current and potential clients. A phone call can make a person feel like a priority and worthy of your time. This can make you look more professional, especially if you are trying to reach out to highly professional companies. A phone conversation is a great way to make yourself stand out especially in the digital world that we live in today. 

 

Trade Shows

Trade shows allow companies to implement a little bit of everything mentioned above. Booths can be created bringing in aspects of digital media with digital displays showing videos or utilizing iPads or laptops for clients to view your website. Creating printed display graphics, flyers and brochures that highlight your products or services. And of course, in-person conversations with current and potential clients helps you build on those relationships that are essential to the growth of your company. 

These are just a handful of ways that you can reach your target audience. Total Displays can guide you through your booths' design and display structure. With our knowledge of different types of trade shows, we can help you create the optimal booth for your next show! 

How Can a Monitor Elevate Your Booth?

Add a monitor to your booth to add more character and to create more opportunities to highlight your company and products or services. This will also deliver more engagement from attendees and will help you tell your story in the booth. Monitors can be displayed anywhere on your booth, some of the different options include a singular monitor stand within a graphic display or simply a stand on the show table. Many businesses have found different ways to utilize monitors to help draw in attendees to not only learn more about your company, but to elevate the attendee’s experience in their booth. 

 

Monitors can be important to add to a booth is if you are wanting to show demonstrations, slide shows, photos/videos or even information about your company that wouldn't be able to fit on your fabric displays. You are able to have flexibility to change and manage the screen for any attendee finding interest in your business. 

 

People assume adding a monitor to their booth can be costly, but actually it’s one of the less expensive ways to elevate your space. You can purchase or rent a monitor for an affordable cost and we will do the rest.  It is important that when you go buy the monitor, it will fit the regulations of the monitor stand. For most suppliers’ products, it comes with guidelines for size and weight. The trade show company you are working with should help you with the process of deciding what product to purchase and to inform you on the guidelines of the monitor stand. 

 

At Total Displays we have been seeing monitors being used in almost every booth and have heard from clients that including a digital element has helped engage with attendees. If you have any questions about adding a monitor to your existing booth or need help starting your booth, please contact us at sales@totaldisplays.com. 

 

Rent or Buy?

At Total Displays, you can rent or buy our products. Because this is a tough decision, we will help you though this process. One thing you have to think about moving into this position is: what is going to best suit your company and if you want to invest in a booth or you aren't sure and want to rent products. 

When you are researching your booth needs, you’ll need to determine whether you are going to buy or rent. There are pros and cons to both that you should consider. Most trade show companies you work with will provide the option to rent, which gives the client the ability to use the product once and not have to worry about storage after the show. If you are heavily involved in trade shows, buying might be cost effective decision. 

 

Renting products for trade shows can be less of a hassle without the commitment to the display. You won't have to deal with traveling with it, you are not responsible for it after the show and you don't have to worry about storage. You also have the flexibility of what booth products work best for your needs and allows you to keep up with trade show design trends. If you plan on using these products once a year, this might be a good choice. One potential con to renting is that the client takes on the responsibility of ensuring the items for the booth are returned undamaged. There could be cost incurred by the client if there is damage, but at Total Displays we work with you to find the most cost effective and safe way to ship your booth to minimize the risk of damage.  

 

When you buy trade show products, you gain the responsibility of storage, transportation and overall maintenance of the product. If your company is involved in many trade shows throughout the year or you plan on keeping the same layout every year, this would be a good choice. When you buy, there is just a one-time booth payment instead of having to rent each time from your supplier. There is a feeling of security that you are able to use the booth whenever you need, instead of relying on availability. This is a great choice if you choose to stay consistent with design, layout and use. 

 

At Total Displays, you can rent or buy our products. Because this is a tough decision, we will help you through this process. We’ll help you make that purchase or rent decision to make sure your company’s needs are met. 

Crates, Shipping & Show Services

Let's face it. Getting back to live events, has not all been a walk in the park. There are still some industries that have inexperienced staff and have staff services. A lot of those shortages are on the show floor in the form of show services crews. As a result, the people that are there are either new or sometimes they are struggling to get the job done. So in many cases corners are being cut.

Crates are a necessary part of shipping rental exhibits and island exhibits or equipment. Recently a customer had a very badly damaged crate come back and they blamed us. We offered to have production repair it at cost, just parts and labor, but she didn't want to ship it to our production facility for repair. I suggested she send it directly to a local partner that we have used for crate building. 

Here is the reality. Our crate building partners have been doing this for 30+ years. No one can build a crate that can withstand the abuse that goes on now during show set up and tear down.

I have personally watched what they do on the floor. When the crate is empty, they want to get them out of the aisles as quickly as possible. That means they don't want to wait for forklifts of pallet jacks to move empty crates. Here is what they do.

The use long handled Lever dolly like below. They tip the crates up on end and then drop them onto dollies, like below.  Depending on the length of the crate that can be a long drop and can easily buckle the floor of a well-built crate.

                                         

I have written about the abuse that is happening to crates on the show floor (THIS IS NOT DURING TRANSIT - THAT IS A COMPLETE ADDITIONAL STORY).  You can read about our personal experience here:  Crate Damage by Show Services.

Today, yet another crate on a rental came back with the floor damaged. You can see the floor damage in the picture above. Now, you may be tempted to say, that it MUST be the crate builder's fault. This is a different builder than the customer crate mentioned above. This builder has been in business and building crates for 20 years.

Another recent crate return you see below. They sheared off two of the skids so it is now resting on a cart in our warehouse.

We have NO control over what happens to a crate when it gets shipped, when it is handled by show services, when it is handled by an install crew that we didn't subcontract.  We will stand behind our product as it relates to defects, but we know the quality of these crates.

I will tell you over 80% of crates coming back from shows are coming back damaged. We have trashed three crates this year that came back and were beyond repair. Luckily most of them have been used for years so it was ok.  These kinds of expenses are hard on exhibit houses, and we have NO recourse with the show management crews in filing claims.

Be kind to your exhibit house. They are likely building you great crates, but they are being abused and mishandled on the show floor. If your crate comes back damaged, I suggest taking it up with the Freeman's and the GES's of the world, don't beat up your exhibit house.

The Double Take

Graphics is one of the most important components of your display. There are many different ways to design your booth, which could include stands, table throws and counters. When figuring out design options for your booth, think about the attendees who will be stepping into your booth. What are their needs? How will you be interacting with your potential clients? What do you want them to takeaway from their experience? When you stand out you want to be memorable and make your booth engaging to those walking by. Find out how to get started and get on the level of the double take.  

The beginning process of designing starts with assessing what you currently have from creative elements and branding requirements to booth hardware. But if you’re starting from scratch, a designer can help you through the process. During the process of designing the display, there can be a lot of back and forth, so be prepared to have different visions and opinions, which is ok and can be fun. This helps the designer understand different styles and understand your vision for the display.

One of the most important things to do during this process is to communicate with your designer. Whether through emails or virtual calls, it is best to have the complete team on the same page early on in the creative process. This will ensure that the designer gains all the details. These initial brainstorming discusses should be open-minded to get everyones’ ideas. The designer needs to know the goal of your deliverable, but also can give some valuable input in what they have previously done. 

The design of the booth is a critical part of the process. It's what will help drive people into your booth and helps create an image for your company. It can also help show how invested you are into making a good first impression and the importance of quality not only in the booth, but also in the product or service you are selling.  

Progress? What Does Recovery Look Like?

 I have always used the phrase, cautiously optimistic. I have always been a glass half full kind of girl. If you look hard enough, you can find good in almost any situation. It isn't always easy, but you can. 

I have noticed the shutdowns in our industry have changed me. I promise and am committed to the fact that it will not change me forever.  But I am painfully aware that I was changed by those events. The world was changed by those events. I ran into some people I knew last night, and we talked about the effects of the shutdowns on entire generations of young people. I don't want to dwell on those things, but realizing how I have changed is the first step to moving beyond it.

I am still slightly fearful in our business. Not in what we do, or what we deliver, but in the future. It is my current reality.

Our industry has rebounded beyond belief. There is so much encouraging news and activities surrounding trade shows.  For example, Shot Show, one of the largest shows of the year boasted record numbers of exhibitors and attendees this year.  You can read some stats here:  Shot Show Stats.

All over my LinkedIn Feed I see reports like this one showing a 69% increase from 2022 (which by the way was a great year for trade shows) to 2023.  Read more here:  69% Increase

Also, all over LinkedIn are trade show exhibit companies like Total Displays, all over the country that are looking for new staff in absolutely every type of position.  

Today, what got me, as I was sitting at my desk, is watching 4 cars drive into our parking lot to park out front and come into our office. We have an interview this morning for another position.  I so clearly remember the days where it was just David and me in the office, wondering, honestly, if we were going to make it. Watching those cars pull in, I teared up a little. There is always hope. 

I am thankful for the partners that stood by us, the customers and prospects that trust us with their business. We are very blessed.

The Importance of Trade Shows

After the pandemic, there has been an excitement to get back on the trade show floor. People are eager to interact with each other and want to continue to grow their business through networking and connecting face-to-face. Trade shows are a good place to find new clients and enrich existing client relationships. 

Event locations are not only selected based on meeting space, but also the group activities and experiences attendees can enjoy outside of the show floor. Some of the largest trade shows are held in top entertainment cities in the United States, for example Las Vegas, Chicago, New York, Los Angeles, and Orlando. These locations have unique offerings for attendees , which helps drive attendance to shows and provides a great way to create memorable experiences and foster business relationships. 

Booth design is very important to help draw people into your booth to learn more about your product or service. And once you’ve drawn them in, it’s even more important that you’ve designed a booth that is engaging and noteworthy. You want attendees not only to learn more about your offerings, but also walk away feeling confident about your business and wanting to work with you in the future. 

Total Displays can help bring your vision to life. We’ll work with you to understand your needs and goals for your trade show. We’ll then create a professional and engaging design and booth setup that will maximize your efforts.  

Trade shows remain the best way to build your client list and nurture your partnerships with current clients. They can also be a great resource for you and your team to enhance your knowledge of your industry. Everyone is eager to connect with each other and in-person events and trade shows are a great place to make that happen! 

 

Why Work With a Small Business?

My experience working for multiple small businesses has provided me with the opportunity to not only gain knowledge of every part of the creation, production, and installation process, but it also showed me the value of working with small businesses. The focus that small businesses put into developing and maintaining genuine and trustworthy relationships is key to their success. 

 

At a small business, we understand that communication and flexibility are key to providing exceptional service. It’s important to us to provide customers with clear explanations of what they are purchasing, how to use it, and visualizations of what the finished product will look like in-person. We’ll work with clients one-on-one to gather their ideas and needs and will adapt as needed for the desired outcome. Working together is essential for building a long-term partnership. 

 

You will also be working with people who want to grow their own business and will work hard to deliver. When working with large corporations, it can be challenging to find the loyalty and flexibility that a small business can provide.  

 

Drive and work ethic are the cornerstone of every small business. Here at Total Displays, we are grateful for the trust you put into working with our company and as such our employees are focused on delivering for our clients. 

Suitcasing at Trade Shows

Normally the image of suitcases brings up fond memories or dreams of travel to exotic places. Especially for those of us in the Midwest this winter, it has been brutal. But the term "suitcasing" has other meanings in our industry. This subject hit very close to home for us in the last couple of weeks. I'll touch briefly on that at the end.

I spend a fair amount of time talking with clients and prospects about trade shows. They are EXPENSIVE, but for many, they are worth every dime that they pay. It is the only "tool" in sales & marketing that gets your business and your sales reps in front of hundreds or even thousands of potential and current customers under one roof. Trade shows, if executed well (that is another story) can provide you ROI and help grow your business.

Occasionally, too often if you ask me, I talk with a prospect that tells me that they don't exhibit at trade shows anymore. When I ask them why? They tell me they have found it less expensive and better if they just walk the show and hand out cards/flyers.  Or, even worse, they don't even walk the show, they stand in the lobby to meet customers and prospects and engage in conversations with them.

So, imagine this example. You plan an open house at your facility. You spend a lot of money on marketing, cater in food, promote your event and much more.  A local competitor gets wind of it and sends a new sales rep to your event. that sales rep mingles with people, meets them and gathers their business cards. They proceed to call on every one of your clients to try to capture their business. Is it illegal? No. Is it unethical? ABSOLUTELY. 

In the trade show world it is called suitcasing or outboarding. It is actually against show regulations at most shows.  These are people that want your leads and your customers without spending the money to participate at a trade show.  They hang out on the show floor looking for prospects, they set up meetings with people outside the show without attending the show.  Even worse, they linger outside the show altogether to connect with your customers and prospects.  Does that make you angry? It should.

Industry standards say a 10 x 10 exhibit can cost you anywhere from $15,000 to $50,000 depending on various factors. That includes the concrete, the exhibit & graphics, flooring, furniture, travel, shipping, and material handling at a minimum.  A suitcaser might spend $1,000 - $1,500 in travel costs, airfre, hotel, meals etc.

There are a couple of things that need to happen.

1. Show producers need to make it very clear that this practice is NOT allowed at their show. (It hurts the show producers too, they lose revenues because the people are not exhibiting.)

2. Show producers need to actually kick out the people that are participating in this practice.

3. In order for #2 to happen, people need to report it. If you experience someone trying to sell you something, or make a connection to sell you something later and they are not exhibiting?  Take their card and immediately take it to the show services desk to report it.

Is this going to end it?  Absolutely not, but as exhibitors it is important for you to protect your investment by doing what is right.

I won't get into a lot of details on this, but here is where this got very personal for us in the last couple of weeks. What is even more egregious to me, is when another exhibit house, someone in the trade show industry, tries to poach other exhibit house clients on the show floor. Yes, this happened to us recently with a large exhibit house. They approached at least one company (who knows how many they approached) on the show floor. This company happened to be our client and we have a great relationship with them, so they told us about it.  Shame on that display house. They certainly should know better. 

If you didn't know this practice isn't allowed and you have been doing it? I would encourage you to do the right thing, be respectful of those that spend the money and work hard to go to trade shows and live events. If you continue to choose to "suitcase" then I guess, we know a little more about what kind of person you are and your nature.