Category Archives: Exhibit Management Services

If Puppies Ran Tradeshows and Events

11 Reasons Why Our Lives Would be Better

No one would be a stranger.

Good behavior would be expected.

You would do whatever it takes to draw a crowd.

Good customers could expect loyalty and gratitude.

Competitors would be discouraged.

Children would be welcome at tradeshows and events.

Mistakes would happen but it would be OK.

For excellent service, just say my name. PLEASE SAY MY NAME!!!!

There would be fresh water and treats in every aisle.

Difficult customers would never be a problem.

AND . . . A pat on the head would make EVERYTHING BETTER.

To the ferret, goldfish, and lizard owners, you’re on your own.

Article Author:

Mel White
Classic Exhibits Inc.

Setting the Mood with Color at Your Next Trade Show

Using Colors to Set the Mood

  • The color scheme you select for your trade show booth is critical
  • Many colors are associated with temperature or with certain emotions
  • You should consider color selection to be one more item in your “marketing arsenal”

The color scheme you select for your trade show booth is critical. Color affects our perceptions of a space, so when planning your booth, choose your colors carefully. If you’ve hired an exhibit designer, the designer can help determine the most appropriate color scheme for your booth based on your overall corporate colors, your marketing goals, and your color preferences. Don’t forget the flooring. The right flooring color in your exhibit will enhance (or diminish) your trade show booth design. .

How individuals react to colors depends on their cultural, historical, and personal background. A great deal of research has been conducted surrounding the psychology of color. However, in Western societies, the following is generally found to be true.

Recent Studies

A recent study published in Nature analyzed the effect of uniform color on athletes, such as soccer players, boxers, and wrestlers. The study concluded that athletes wearing red won more than sixty percent of the time. The scientists who conducted the study were convinced that the red uniforms gave the winning team a psychological edge. However, unless the client is Coca-Cola, most designers use red as an accent color rather than the primary color since red often evokes such strong emotions.

Many colors are associated with temperature or with certain emotions.These are culturally derived meanings can have a very real affect on people. Colors such as red, orange, and yellow are considered “warm” colors and can have a stimulating effect. The New York Times recently published an article concerning color schemes for schools and found that reds, yellows, and oranges were often used in hallways to “speed up children in halls and gyms.” Yellow, in particular, is often used in postcard marketing campaigns because studies have determined that recipients read yellow postcards more than any other color.

Other Colors

Blues and greens are considered “cool” colors and can have a calming effect, especially when combined with fluorescent lighting. Blues and grays are also associated with ice, snow, or winter. If your company sells snow skis for example, you might want to consider using these colors. Gray and beige, are more neutral colors, and have associations as well. Gray or silver can take on a futuristic, “gee-whiz” connotation. Beiges and browns can be used to suggest a nostalgic, retro feel in a booth. White can be used to create a more expansive feel in a space, while black creates a more confined feel.

Factor in your company’s home base or the location of the show when considering color schemes. If your company is based in the Southwest, browns and tans might work for you. Or, if the trade show is located near the coast, consider blues or greens. You should consider color selection to be one more item in your “marketing arsenal” as you compete for the customer’s attention at a busy trade show or corporate event.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White

Trade Shows, Banner Stands, and Potato Chips

The Guy in Aisle 400

Call me a foodie. Call me a trade show snob. I love good food and admire smart trade show marketing. Both take careful, thoughtful preparation. Both give back as much as you put into them. And both, when done well, are experiences you want to share.

Last week, I was walking a local trade show… Mostly 10 ft. and 20 ft. inlines with a mishmash of budget, mid-price, and a smattering of custom exhibits. Then I came to “the guy”in Aisle 400.” I’m embarrassed to say I stopped and stared.

In the 10 ft. booth space there were two VERY cheap banner stands with fuzzy, curled graphics and a logo. No discernible message. No features and benefits. No “why we’re better than the other company.” It was for a bank, a well-known bank in our region. The guy was sitting behind a banquet table with a table throw (which wasn’t too bad) and on the table was the obligatory literature and giveaways — pens, rulers, key chains, and notepads.

To Be Fair

The guy probably didn’t know any better. He was told to “man the booth” during the show. And he did exactly that, while checking email, Facebook, and sports scores.

I have nothing against banner stands or table thows or promotional products. They have a place and a purpose in events, trade shows, lobbies, county fairs, and concerts. But, and here’s the “but,” at some point they’re the equivalent of snack food — quick, salty, and unhealthy. We eat them because they’re convenient, tasty, and cheap. As a teenager, we willingly gorge ourselves. As an adult, we regret those last six handfuls of potato chips.

So why does this happen? To be blunt, it’s because someone in charge was lazy or ignorant or cheap or the magical trifecta of all three. They didn’t value trade show marketing. Their experience proved time and time again that it was a colossal waste of time and resources. Why bother cooking a meal when a Slim Jim and a Slurpee are only $2.50. It’s not like it’s going to kill you… today.

Sadly, the only way to change this perception is to change the trade show marketing program. How do you convince someone to put down the equivalent of a Little Debbie Cosmic Brownie and eat a balanced meal? I’m not sure. What you hope for is turnover in the Marketing Department or that a knowledgeable trade show professional offers some tactful advice.

Find a Mentor

When it comes to trade shows, nothing replaces experience, either learned through “hard knocks” or from someone who has already made all the mistakes. The second option is well worth it’s weight in gold. You can glean some knowledge by reading trade show tips and tricks articles on the web. At least on a big picture.

Eventually, if you want to succeed at trade show marketing, find a mentor. Work with a colleague who understands the “ins and outs” of trade shows or hire a knowledgeable professional. Eventually you’ll become the mentor and can pass your wisdom along to the poor soul working the trade show equivalent of a 7/11 taquito.

Eat well. Show well.

Article Author:

Mel White
Classic Exhibits Inc.

Trade Shows, Banner Stands, and Potato Chips

The Guy in Aisle 400

Call me a foodie. Call me a trade show snob. I love good food and admire smart trade show marketing. Both take careful, thoughtful preparation. Both give back as much as you put into them. And both, when done well, are experiences you want to share.

Last week, I was walking a local trade show… Mostly 10 ft. and 20 ft. inlines with a mishmash of budget, mid-price, and a smattering of custom exhibits. Then I came to “the guy”in Aisle 400.” I’m embarrassed to say I stopped and stared.

In the 10 ft. booth space there were two VERY cheap banner stands with fuzzy, curled graphics and a logo. No discernible message. No features and benefits. No “why we’re better than the other company.” It was for a bank, a well-known bank in our region. The guy was sitting behind a banquet table with a table throw (which wasn’t too bad) and on the table was the obligatory literature and giveaways — pens, rulers, key chains, and notepads.

To Be Fair

The guy probably didn’t know any better. He was told to “man the booth” during the show. And he did exactly that, while checking email, Facebook, and sports scores.

I have nothing against banner stands or table thows or promotional products. They have a place and a purpose in events, trade shows, lobbies, county fairs, and concerts. But, and here’s the “but,” at some point they’re the equivalent of snack food — quick, salty, and unhealthy. We eat them because they’re convenient, tasty, and cheap. As a teenager, we willingly gorge ourselves. As an adult, we regret those last six handfuls of potato chips.

So why does this happen? To be blunt, it’s because someone in charge was lazy or ignorant or cheap or the magical trifecta of all three. They didn’t value trade show marketing. Their experience proved time and time again that it was a colossal waste of time and resources. Why bother cooking a meal when a Slim Jim and a Slurpee are only $2.50. It’s not like it’s going to kill you… today.

Sadly, the only way to change this perception is to change the trade show marketing program. How do you convince someone to put down the equivalent of a Little Debbie Cosmic Brownie and eat a balanced meal? I’m not sure. What you hope for is turnover in the Marketing Department or that a knowledgeable trade show professional offers some tactful advice.

Find a Mentor

When it comes to trade shows, nothing replaces experience, either learned through “hard knocks” or from someone who has already made all the mistakes. The second option is well worth it’s weight in gold. You can glean some knowledge by reading trade show tips and tricks articles on the web. At least on a big picture.

Eventually, if you want to succeed at trade show marketing, find a mentor. Work with a colleague who understands the “ins and outs” of trade shows or hire a knowledgeable professional. Eventually you’ll become the mentor and can pass your wisdom along to the poor soul working the trade show equivalent of a 7/11 taquito.

Eat well. Show well.

Article Author:

Mel White
Classic Exhibits Inc.

Conducting Product Demos at Trade Shows

Product Demos at Trade Shows

  • Nothing sells a product like a convincing demonstration
  • Invite audience participation
  • Tap into the fives senses and keep the demo under 10 minutes

Brochures and promotional items are nice, but nothing sells a product quite like a convincing demonstration. Consider the history of Tupperware, which was first introduced in 1946. Sales of the innovative product were flat until the first Tupperware party was held two years later. These in-home demonstrations introduced a generation of consumers to an unfamiliar product. Similarly, infomercials would not occupy so many timeslots if they did not tap into our fascination with the art of the product demo. Who doesn’t know Ron Popeil and the Pocket Fisherman and Showtime Rotisserie?

Find a Charismatic Presenter

Choose a presenter who is charismatic, articulate, and familiar with both the product and its pitch. Let the presenter know that it’s not enough to simply repeat a spiel from memory, and its okay to ad-lib. Invite one or more of the audience members to participate in the demo as well. Back in the 1980s, Bruce Springsteen would invariably invite a female audience member onstage for a dance during his concerts. Bruce knew it was a sure fire way to make the audience feel included. Come up with a role suitable for audience participation. Remember to keep it simple and safe. No audience members handling sharp cutlery at a food industry show! Consider using games or fun quizzes as a way to involve attendees in demonstrations.

Keep It Between 2-4 Minutes

Try to tap into as many of the five senses as you can with your demo. Don’t exceed the ten minute mark if you want to hold people’s attention. An optimum length of time for a demo is more in the realm of two to four minutes. You can opt to hire a professional to deliver the demo, but it would behoove you to find someone in your company who can do it if at all possible. The Home Shopping Network failed to move Joy Mangano’s “Miracle Mop” until the plucky housewife turned inventor began hawking them herself. Now she’s a millionaire! There is something to be said for the personal touch. Regardless of who conducts your demo, they need to be relaxed, confident, well prepared, and above all have fun!

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Now That You’ve Decided to Rent Your Display

Now That You’ve Decided to Rent Your Display

  • Think ahead about future shows . . . you’ll save time and money
  • Graphics are just as important whether you rent or own your exhibit
  • Be proactive about wire management. There should be a plan
  • With all the talk about “Green Displays,” nothing is “greener” than a rental exhibit
  • Make sure you have clear, detailed set-up instructions

There are lots of articles about the benefits of renting vs. buying a trade show display, but, I don’t recall ever reading an article that discussed the do’s and don’ts once you’ve decided to rent. After 20 years of managing exhibit rentals for clients, including the past five managing the Rental Program for a large display manufacturer, I’ve learned that deciding to rent is the easy part. The hard part comes after the rental decision has been made. With all humility, please allow me to share these tips from someone who has experienced his fair share of rental bruises over the years.

Think Ahead about Future Shows

You’ve decided to rent your exhibit. Now take it a step further by planning your trade show schedule over the next two to three years. Developing a long-term plan could save you thousands of dollars by committing to a multiple-show rental contract. Most companies offer a substantial discount if you agree to multiple rentals up front, even for various size exhibits and different designs.

Customization

Rental exhibits have come a long way. Work with a company that’s willing to offer customization so you can achieve your specific exhibit marketing goals. Everyone should be wondering, “Is it a rental or not?” There are a number of ways to achieve a custom look. It can be achieved with graphic applications and/or materials such as infill panels for conference rooms and workstations. Sometimes all it takes is a small accent piece with your corporate colors to make a big difference in the overall design. Just because you’re renting doesn’t mean you don’t want to jazz it up a bit and give it your own personal touch. It should have a similar look and feel to an exhibit you would purchase but with the added benefit that you can change things out from show to show.

Graphics

Be sure you have all of the specs you need for your graphics. There are many graphic applications. Working with an exhibit professional will ensure that you choose the method that works best for your rental exhibit. And if you choose to sign a multiple show contract, you’ll want to design your graphics with future shows and exhibit designs in mind. There are usually graphic components that can be re-used, so keep that in mind as you work through each design concept.

Monitors

If you’re planning to use monitors, check that the mounts can be incorporated into the design. In other words don’t waste money on monitor stands if you can use the existing structure. A good rental exhibit company will offer a variety of solutions for monitors and wire management.

Cord/Wire Management

Review your wire management plans for any electrical cords for lighting, monitors, or any products in your booth. All too often, this is overlooked until you’re standing in your fully assembled booth. There’s nothing like that awful feeling of seeing a tangled bunch of cords and having no idea of how to hide them. There should be a plan for the cords and how to manage them long before you arrive in the show hall. Remember What You Own Keep a file (with photos and dimensions) of all of the graphics you own. More than likely they can be re-used for future shows. Exhibit companies often offer free storage services for graphics used for multiple rentals. In addition, note of any other items you included with your shipments to ensure everything gets returned.

The GreenFactor

Your decision to rent may not have come from a concern about the environment, but guess what, you couldn’t be using a greener exhibit! Many rental exhibits use sustainable components, such as recyclable aluminum, fabrics, and reusable packaging. Regardless, there’s no greener way to exhibit than by renting your exhibit. It’s worth promoting to your internal team and sharing with your customers in a pre- or post-show marketing campaign. And don’t forget the flooring. There are lots of green flooring alternatives.

Shipping

One of the reasons you decided to rent was because you wanted to lessen the headaches that come with managing your own exhibit property. Talk to your exhibit company about coordinating the shipping for all of your shows. One of the key benefits (other than just having one less thing to think about) is that if something goes wrong and a claim needs to be filed, the exhibit company will take care of it. Plus, they typically use the same carrier for most of their shipments so their rates are very competitive. Be sure to request a tracking number and notification that your shipment has arrived.

Set-up Instructions

This is very important! Be sure that set-up instructions/diagrams are part of the deal. Whether you’re supervising the set-up or contracting that service out to someone else, demand that you have instructions and photos showing how it goes together. This will save you a lot of time and money! Also make sure that the company you’re working with provides pre-show staging services and photographs before shipping the exhibit to your show. Photos serve two purposes: they’re very helpful during the set-up, and they’re proof that your finished exhibit looks the way it’s supposed to look.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

7 Questions You’ll Never Ask About Your Trade Show Display

7 Trade Show Display Questions

Over the years, I’ve learned the questions most exhibit buyers will ask. They’ll ask how it assembles. They’ll spend hours questioning the exhibit design and tweaking the graphics. Of course, there will be questions about price, delivery, and weight. They may even ask to see the warranty.

However, there are questions the exhibit buyer won’t ask. How do I know? Because no exhibit manager has ever asked me these questions… and they should.

Q1. Will the Metal Look the Same After 10 Shows?

Have you ever bought a screwdriver at a discount store only to have the tip twist? So you throw it away and realize that a Kraftsman isn’t a Craftsman. About 60-70% of all trade show exhibits have a skeleton of aluminum extrusion. Sometimes it’s visible. Sometimes it’s not. The dirty little secret is that it’s cheaper to use low quality extrusions with thin walls and a sub-par finish. Over time, it distorts, mars, and looks tarnished after a few shows. Your new booth becomes a used booth before you’ve wrapped-up your current marketing campaign.

Ask about the manufacturer of the extrusion? There are recognized names and then there are Kraftsman. You may not recognize the name but that’s the beauty of Google. If someone tells you, “an extrusion is an extrusion,” walk away.

Q2. What’s the Quality of the Fabric Graphics

The rise of Fast Fashion has revolutionized the apparel industry (think H&M and Forever 21). There’s a market for disposable fashion. It’s cheap and attractive. But no one expects it to last or have the attention to detail of high-quality apparel.

Fabric for graphics, like clothing, is not all the same. Most inexpensive displays are shrouded with thin, stretchy fabric made with low quality zippers or cheap velcro. And yes, there’s a pecking order to hook and loop as well. The fabric graphic is meant to be disposable… even if it’s not sold that way. You can feel the difference. Trust your hand.

Q3. What’s the Quality of the Fabric Printing

No one ever thinks about this. But they should. Dye-sublimated printing, the predominant type of printing for fabric graphics, is a high-tech process. And with any technology, the latest and greatest is old news in about 12-18 months. The previous generation of dye-sub printers get sold to second or third-tier printers. If you’ve ever seen the difference between a HD dye-sub graphic and a 4-color one, you know what I mean. Skin tones are more realistic. Black is black not dark grey. There’s no color banding . You get the picture.

Ask when the printer was manufactured (not re-manufactured or purchased). And even if it’s only been owned by a little old lady in Pasadena and stored in a garage, it’s still an AMC Hornet.

Q4. Is the Packaging Material Reusable?

You just bought a new pair of Beats by Dre headphones. They sound great, but you’ve decided you want them in black and not fuchsia. Good luck getting it back in the packaging. It was meant for marketing not for re-marketing. Far too many trade show displays are packed to prevent damage before the first show. But what about damage after the second, third, or thirty-third show?

High-quality reusable packaging costs more than bubble wrap and thin foam. Smart, well-engineered packaging is like finding $20 in your wedding, funeral, and holiday party pants. It’s an unexpected miracle that keeps on giving.

Q5. Are Replacement Parts Available?

Folks send me photos asking me to identify a part. That’s rarely an issue if it’s from a major display manufacturer. However, it’s usually from a $699 pop-up or tube structure. Let’s be honest. There are no parts. There never were any parts. It wasn’t sold to have replacement parts any more than a $17 toaster. It’s meant to go into the landfill after a half-a-dozen uses.

Now if that idea appalls you, then ask your supplier if quality replacement parts are available, what is the cost, and how quickly can you get them? Oh… and if they are only available through Smiling Sammy’s Display Store, then that’s a really, really bad omen. He’s gotta a guy who knows a guy. Good luck with that.

Q6. How Do You Handle Wire Management?

There’s no middle ground on this. It looks good or it looks really, really bad. Those electrical and A/V cords have to go somewhere. More often than not, the cord management for most exhibits resembles a Jamaican Rastafarian on a bad hair day. But it doesn’t have to be that way.

You have to identify what electrical devices will be in the booth and where they’ll be located with your supplier. And that includes anything you maybe renting. Ask your supplier about their solution for lights, monitor cords, etc. If they stumble — run. It means the solution is likely to resemble white twist ties from plastic garbage bags.

Q7. What are the Designer’s (Exhibit and Graphic) Qualification?

Everyone is creative. To a point. Chainsaw sculpture, toilet roll cozies, saw blade paintings. I’m not here to judge. Well, maybe a little. Most of us are out of our element when it comes to exhibit and graphic design. And like wire management, there’s no middle ground. Great exhibit designers have years and years of experience working on a variety of projects (custom, portable, modular) with collaborative input from other exhibit designers. That’s how they get experience, perspective, and context.

The same is true with graphic designers… but with a twist. They must have experience designing graphics for trade show displays. That’s the key. It doesn’t matter if they are Rock Stars with web design or print advertisements. You don’t want an occasional trade show designer to be the lead designer. If you have an in-house designer familiar with your brand, then make the design process collaborative. Graphic design for trade show displays is a craft. Trade show designers have learned what works and what doesn’t to attract attendees on the show floor.

These questions may make your trade show exhibit supplier uncomfortable. Good. That’s how you’ll know if you chose the right one.

Article Author:

Mel White
Classic Exhibits Inc.

What Zombies Can Teach Us About Trade Show Marketing

Trade Shows and The Undead

Surprisingly, trade shows and zombies have a lot in common. Sometimes in a good way. Who would have thought that zombies could be a role model for your sales and marketing team? 10 Things the Undead can Teach You.

1. Single-minded Focus. You may not appreciate their all-consuming desire to eat your flesh, but they are committed to the task. They let nothing get in their way, except an ax to the brain. Your next trade show will be wildly successful, if you make it a priority, not an afterthought.

2. Teamwork. Zombies travel in packs, like ravenous hyenas. That teamwork ensures them a much higher percentage of kills. There’s a reason “We killed it” signifies success. By working together, those poor doe-eyed attendees don’t stand a chance.

3. Appearance Matters. You never forget your first impression of a zombie: filthy clothing, rotting flesh, vacuous stare, and rancid halitosis (that alone is enough to make you hurl). It’s sad but true. We judge people by their appearance. Your company spent considerable money to participate so shine your shoes, press your shirt, and dry clean that blazer.

4. Lights, Motion, and Noise. The undead and the living are both attracted to lights, motion, and noise. As much as we try . . . we can’t resist it. When planning your booth, ask yourself this, “Will my exhibit attract 200% more zombies than my competitors?” If the answer is “No!” then you need to get creative (or consider a ceremonious human sacrifice ever day).

5. Intelligence. Zombies love brains and so should you. Being smart about your trade show marketing means you understand that trade shows are not the same as print ads, videos, brochures, or traditional sales calls. Trade shows are opportunities to attract new customers and strengthen existing relationships.

6. Fresh Meat. Ever notice that zombies won’t eat other zombies. They like their meals fresh. Fresh ideas and innovation, particularly during a weak economy, propel one company forward while leaving another one struggling to survive. Trade show attendees go for two reasons:  to find solutions to existing problems and/or discover innovations that will strengthen their operations or bottom line.

7. Know Your Customer. In zombie-speak, we are customers. Good customers freak-out and get eaten. Bad customers ram a metal rod through a zombie’s skull. You want good customers, just without the “getting eaten” part. Good customers become good customers because we understand them and tailor our product or service to meet their needs.

8. Preparation Matters. Zombies don’t need a trade show toolkit or an exhibitors handbook or an exhibit designer, they are 100% prepared the moment they go from living to undead. You’re not so lucky. You won’t succeed without thorough pre-show, show, and post-show preparation.

9. Without Customers, What’s the Point? Wandering aimlessly is pointless, even to a mindless zombie. Zombies crave excitement. When a living, breathing human enters its proximity, it switches from listless to high alert. Serious exhibitors react similarly, albeit without the growling and moaning. We’ve all seen exhibitors who appear annoyed or resentful when an attendee enters their booth, interrupting their game of Angry Birds. What’s the point if it’s not about customers?

10. There’s No Cure. Once a zombie always a zombie. If you love trade shows and are serious about trade show marketing, there’s no antidote. It’s in your blood. No matter how hard you fight it, once bitten, it’s incurable.

Article Author:

Mel White

10 Tips for Any Trade Show Newbie

Trade shows can intimidate anyone new to exhibit marketing. The best course is to dive into the pool. The following tips — from the shallow end of the pool — will get you started. When it’s time to swim laps, review the other 50+ Trade Show Articlesguaranteed to turn you into Michael Phelps (or Mark Spitz for those of us with grey hair).

10 Tips for any Trade Show Novice 

1. A trade show is neither a vacation nor a death sentence. Although it may feel like a death sentence during teardown.

2. Be nice to the labor. They can solve most problems or create headaches. The Golden Rule applies until they piss you off. When they do, contact your I&D labor provider or show management. Also, the laborer(s) in your booth didn’t write the hall rules. If you disagree with the rules, contact your I&D labor provider or show management.

3. Breath mints are more valuable than gold or platinum at a trade show.

4. Comfortable shoes are more valuable than breath mints, unless you are wearing comfortable shoes and chatting with someone who clearly needs a 3 lb. breath mint.

5. Rule of Three — This is a sad but true fact regarding labor at most trade shows. If three people are assigned to your booth, one person will be a star, one person will be average, one person will be a dufus. Hire nine people and you’re guaranteed to have three stars and three dufasses. Sometimes you get lucky, and the ratio works in your favor. Sometimes not (I could name show halls where this is guaranteed to happen, but I’d have to check under my hood every time I start my car).

6. No two shows are the same. Think of each show as a first date. Look your best and do your homework about the show, the attendees, and your competitors.

7. Every exhibitor has a “Joe.” He drinks too much, gambles too much, and wanders too much. He’s like the explorer Ferdinand Magellan, constantly circumnavigating the show hall. About a half a dozen times a day, you’ll wonder what happened to Joe. Five minutes ago he was sucking down his third espresso, leaning on the counter, and ogling anything with two X chromosomes. Suddenly he’s gone . . . again.

8. Be ruthless about evaluating your show graphics. Everything else is secondary. Replace them BEFORE they need to be replaced.

9. I Bet You 50 Bucks You’ll Forget One of the Following:  wire management for the exhibit, cleaning supplies, business cards, belt (happens to me at least twice year . . . two belts in Las Vegas = one mortgage payment), lip balm (again, crazy, ridiculously expensive in Vegas), phone charger, your moral compass.

10. FINALLY, work with professionals, whether it’s a graphic designer, an exhibit consultant, or a certified trade show manager. Trade show exhibit marketing is a craft learned the hard way through trial and error.  It’s easy to burn through a lot of money before you finally figure out what works and what doesn’t work. Don’t stumble through a year or two of mistakes when you can rely on experts who can save you time, money, and embarrassment.

Bonus Tip:  For goodness sake, get some fresh air and a little sunshine once in awhile! Your mood will improve by a 1000 percent. And just once, put on the workout gear you bring to every show, put in the dresser drawer, and repack (unused) in your suitcase. Exercise is good.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

What Not to Wear (at a Trade Show)

Are They Really Wearing That? 

I’m no fashion expert. The yellow sweater I wear all winter is a dead giveaway. But you don’t have to be a member of the fashion police to spot these faux pas. Wear what you want if you’re an attendee, but as an exhibitor, you may want to consider these suggestions.

Men

New Shoes — Who hasn’t made this mistake and regretted it? After all, you want to look your best so you purchase new shoes. They look great, but they hurt like hell after Day 1. By Day 3, your blisters have blisters. Shoe Rule #2 – Take a little initiative sport and shine those puppies. Or at least get them shined at the airport while you’re waiting for your plane. It’s cheap even with a generous tip. Shoe Rule #3 – The belt is supposed to match the shoes guys! A brown belt with black shoes? Your mother would be appalled.

Golf Clothing — Here’s the easy way to decide on golf clothing. If it looks great on the golf course, it looks silly at a trade show. I don’t care if it’s the latest high-tech, super-duper sweat-wicking material. It’s still golf clothing. Now there are exceptions to every rule, such as a sports-related show, but in general, just remember there’s a reason why Fortune 500 executives don’t wear golf shirts and slacks to negotiate multi-million dollar deals.

Slacks — If your pants have a drawstring and elastic ankle cuffs, DON”T WEAR THEM. You can pretend they’re fashion fleece or casual Sansabelt pants all you want. Everyone else knows they’re sweats.

Slacks (cont.) — We all pretend we haven’t gained weight. But we have. Don’t wait until 7 am on the first day of the show to discover your pants don’t fit or they have that telltale “V” pucker between the waist and zipper. Unless I missed something important in Biology class, blood flow is important.

Women

Shoes — For some reason, which I’ll never fully understand, women love to punish themselves. Even more than men, they wear new shoes to the show, and then do the unthinkable by wearing high heels with pointy toes. Ladies, and I say this with all seriousness, you’re beautiful. High heel shoes do not make you more beautiful. If you are angling for a freak with a high heal foot fetish, take out a personal ad (SWF seeks MHHFFF).

Pantyhose — Another medieval torture device invented to punish women.

Perfume/Cologne — Do you remember the dirt cloud that surrounded Pigpen in the Peanuts cartoon? Some women (and some men) wear the fragrance equivalent by dousing themselves in perfume. Perfume should be alluring, not painful. Here’s a tip for applying the proper amount:  rub on only one free sample from the magazine.

Undies — Let’s just say that if you feel the need to make adjustments more than twice a day, you are probably wearing the wrong underwear.

Earrings — I’m going to catch some heat on this one. Let me be clear. Earrings are fine, but if your ears look like a Claire’s Accessories rack, you may want to remove 6-8 pairs. Lips, tongue, nose, eyebrow, and skull piercings are a matter of personal preference, corporate policy, and cult affiliation.

Pockets — Just the opposite actually. Men always have pockets. As an exhibitor, you need pockets for business cards, pens, trinkets, breath mints, etc. I’m not talking about a safari jacket with 37 pockets, but a dress jacket or skirt with two pockets will make your life much easier in the booth.

My sincere thanks to the fashion forward exhibitors at EXHIBITORLIVE for their suggestions, some of which cannot be printed without an R or X rating. Suffice to say that the term “cleavage” was a contentious topic between men and women. What did we miss? We’d love to hear your “What Not to Wear” suggestions and comments.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.