Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Custom tradeshow booth

BizCommunication Guy Bill Lampton, Ph. D. Interviews TradeshowGuy

One of my favorite newsletters comes from Bill Lampton, Ph. D., otherwise known as the BizComunication Guy. When I invited him on to the TradeshowGuy Monday Morning Coffee several weeks ago, he offered to interview me for his weekly show as well. It was a pleasure to reciprocate. Bill is great interviewer and as you might imagine a professional communicator.

Check out Bill here.

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There’s Always a Tradeoff

When I first got into the exhibit industry in the early ‘00s, the company I was hired by, Interpretive Exhibits in Salem, was heavily involved in an exhibit for the Army Corps of Engineers. It was a permanent installation (still there) at The Dalles Dam in The Dalles, Oregon. The theme of the exhibit was “Tradeoffs” and it addresses the various parties involved in the needs and desires of the Columbia River. For every group that had in interest in utilizing the Columbia River as a resource, there was a tradeoff

of sorts. Sports fishermen, Native Americans and their fishing rights, shipping and transportation, recreation and so on – there were all sorts of groups that wanted something out of the river. The exhibit went into detail to explain each group’s interests and how they had to compromise, in a sense, to get a lot (but not all) of what they wanted.

That concept – the tradeoff – comes up in my mind frequently, and it can be applied to virtually anything that you are involved in.

Apply it to the tradeshow world: if you are willing to spend the money on a larger exhibit, the tradeoff is often that you must also be willing to hire a crew to setup and dismantle the exhibit, and you must be willing to pay more for shipping.

If you want an exhibit that can quickly be setup by one or two people, the tradeoff is that you must be willing to settle for a very simple design with limited bells and whistles and perhaps a lesser impact than something more complex.

If you want to have a professional presenter in your booth space pitching attendees several times an hour, the tradeoff is that not only do you need to invest in hiring that presenter, but you’ll need to make sure you have enough staff on hand to engage as many of those attendees as possible before they slip away.

It seems like we’re always giving up one thing to get another. We don’t live in a world where we have it all. Or a world where we have nothing at all.

We live in a world where we’re always calculating a tradeoff that works best for us.

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Why You Can’t Order a Tradeshow Exhibit Online

Who says you can’t order a tradeshow exhibit online? I’ve seen a ton of sites that claim it’s easy. Just find the exhibit you want, upload the graphics, submit your credit card and voila’ – you have an exhibit coming your way!

VK-1971 10' inline rent or purchase
VK-1971 10′ inline rent or purchase

The challenge with that plan is that if it works, it only works for smaller “off-the-shelf” items, such as banner stands and pop-up back walls.

When you order online, your choices are limited. You don’t know the quality of the products you’re getting. You don’t (usually) know where they were made. You don’t often know if you’re getting setup instructions in a language you can understand.

Instead, what is more likely – and a better result for both buyers and sellers – is when you find something online that you are interested in purchasing, that interest spurs a conversation. At TradeshowGuy Exhibits, we’ve sold a lot of exhibits to people that we haven’t met in person until finally meeting at a show. And we’ve sold to companies without ever meeting them. In a sense, they are buying, and we are selling, online.

But a true sale is only started online. For a buyer to get exactly what they want for a custom tradeshow exhibit, a number of questions have to be answered (see our 7 Questions You’ll Never Ask Your Exhibit House). Often there are conversations with a 3D exhibit designer. Maybe you’ll talk with a project manager. You’ll cover items such as how is it packed? how is it shipped? do you need to hire someone to setup the exhibit? and many more.

If you browse our Exhibit Design Search, you’ll see a BUY button. Go ahead, take a look. When you click the BUY button, you’re taken to a page that, once you fill out and click “send” starts a conversation. It takes more than a click to buy an exhibit.

So, yes, you can buy something online that is somewhat of an exhibit. But if you want a true exhibit, a custom exhibit, talk to your exhibit house.

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NEW Gravitee One-Step Modular Lightbox

At TradeshowGuy Exhibits, we’ve had the pleasure of working with Classic Exhibits, one of the premier exhibit manufacturers in the country. Over the years, e’ve collaborated with them for a number of great custom builds, including the terrific 30×40 Bob’s Red Mill exhibit that still wows ’em at Natural Products Expo East and Expo West.

But just because they can build great custom designs doesn’t mean that they are not dedicating their creative energies to coming up with new things, like the Gravitee Modular System that doesn’t need any tools. None. Zip. Nada.

Their newest Gravitee creation is the One-Step Lightbox. the Gravitee lightbox attaches to other panels using no tools and no loose part connection. It’ll be available in both curved and flat options. There will be standard sizes, but yes, it’s something that you can customize to various sizes. Let’s take a look at Classic Exhibits’ video introduction, hosted by Kevin Carty:

For more information on Gravitee, click here. To find out more specifically about the Gravitee light box, and it’s soon-to-be announced release dates and pricing, fill out the forms on our contact page and we’ll get back to you!

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Big Tradeshow Projects vs. Small Tradeshow Projects: Which is More Work?

When it comes to judging the time, effort and money involved in big tradeshow projects vs. small tradeshow projects, it may come as no surprise that small projects are often more involving than big projects.

big tradeshow project

Let’s take a look: let’s say a big project is either an island exhibit such as 20×30, or a longer inline exhibit such as a 10×30. A client has decided to move ahead with something that, to them at least, is large. If not large, then a very significant project and investment. The steps involved, once the decision to move forward, typically cover these areas:

  • Create and finalize the design
  • Create and finalize the graphics
  • Fabrication and walk-through of the exhibit
  • Crate and ship
  • Coordinate I&D (Installation and Dismantle)
  • Show off the new exhibit!

These are all certainly important and can be somewhat time-consuming. But from my experience, companies doing larger exhibits are often quite experienced at this process. They know the steps and know what to anticipate and when. There are questions that come up along the way, but they know what they want. They have a solid idea for the design, or if not, know what functional aspects of their new exhibit are critical to a successful show. There is a certain amount of nitpicking along the way, as there should be, to get everything right. But most questions are answered quickly, and the process moves on.

In smaller projects such as a 10×10, or a handful of banner stands, or graphic back walls, or even renting an exhibit, you’d the process would be quicker, easier. In many cases, yes. But not always. Sometimes the client is focused more on the budget because they are working with fewer dollars, and the amount of examining each step in minute detail becomes all-important. Or there may be someone involved that isn’t as experienced that has been tasked with the project. Which means that more questions often come up. Nothing wrong with that – it’s a good opportunity for a learning experience.

big tradeshow project

So which is more work – a big tradeshow project or a small tradeshow project? There’s no straightforward answer. Some big projects are much more work (for both the exhibit house and the client) than a small project. And some small projects eat up a lot of time and energy that is surprising for something that is so small. While big projects are, frankly, preferred, simply because one big project can be worth five or ten small projects, the small ones are very worthwhile, even the ones that consume more than their fair share of time and energy. Small projects handled with care and attention to detail shows the client that you care about them, not just the money. And these are often the clients that end up staying with you for the bigger projects that come up as their company grows. But from our perspective, small projects are worth it because it’s the glue that holds everything together. It shows you why you’re in business. It communicates to the customer that they’re not just a number – they’re a real, living, breathing company with real humans that want – and need – assistance in a world they’re struggling a bit with.

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Some Random Observations About the Tradeshow Industry

I couldn’t sleep last night, so I sat up and jotted down a few thoughts and observations from what I’ve seen in the past 17+ years in the tradeshow industry. I got to thinking about the exhibition industry, as it is often called, from both the exhibit-production side and the exhibitor side. What things do I observe in seeing how other exhibit companies work? By reading industry periodicals and staying in touch with industry colleagues?

Tradeshow Industry from the Exhibit Producer Side

Let’s start with the industry as a whole. Tradeshows in the USA generated $12.1B as a B2B marketing operation in 2017. The industry is growing at about a 4.1% annual rate (projected from 2016 – 2021). Which, considering that the economy as a whole is struggling to grow at just 3%, is a pretty good thing.

There are thousands of exhibit companies competing for your business. They all want a fair share of business available from companies that are looking to upgrade or replace old exhibits. The industry supports a lot of very big companies, as well as a lot of companies that work with just a handful of loyal clients.

tradeshow industry

Profit margin for exhibit companies is substantial but there’s a very good reason. Things cost a lot. There is a lot of labor cost. Without substantial markup companies couldn’t survive for long. I don’t have enough information on other industries, but I’m told that the margin in groceries, for example, is razor thin. Same for gas stations. What they don’t make on the margin still makes them a good amount of profit due to the sheer volume of products they sell.

Yes, you can find lower cost items and companies willing to provide lower cost service but at what cost in quality and service? If you shop around to find the lowest price, are you giving up a warranty or guarantee, or are you trading a few dollars for an inferior product?

Some exhibit companies have large spaces and large staffs. Massive overhead means they need to keep developing new business and selling more things to current clients. I’ve seen those up close and understand that the pressure to produce can be immense.

Smaller companies such as TradeshowGuy Exhibits still need to generate profit to survive and thrive but are not driven to the levels as the bigger companies.

From a “making more sales” standpoint, there’s no one single thing that is the magic button to generate sales for exhibit companies working to drum up more business. I’ve talked to numerous sales account executives at different sized companies and they all say about the same thing: sales are hard to make, there is a lot of competition, no one thing works, so they all do a combination of what you might expect: phone and email prospecting, advertising (print and online), meet and greets at tradeshows, and networking groups. Some are more creative than others, some more persistent than others, some more organized, and so on. But they all love it, because they like making their clients look good when the exhibit is finally set up.

Lightboxes (aluminum extrusion silicon-edge fabric graphics) can be a bit tedious to set up, but damn, they look sharp.

From the Exhibitor side

Many companies seem to be somewhat naïve about how the industry works. Shipping, logistics et al are almost like a black hole mystery box. There is a world of moving stuff around from the warehouse to the show site that many people rarely get involved with. Those that are involved are always looking at ways to shave dollars. And to a person, I hear them say, “tradeshow stuff just costs a lot.”

tradeshow industry

Most companies don’t have a sense of how much things cost and how much extra cost will be added along the way. Think drayage, Installation & Dismantle, shipping, graphic design and printing. 

Many companies fail to take advantage of all of the various steps: preshow, postshow, staff training, in booth activities, social media, etc.

More and more companies I work with are hiring labor to setup and dismantle their exhibits. I find that of exhibit crews, about one out of three is a real pro and knows exactly how things work. One out of three know pretty well what they’re doing. And the third hired hand is usually there just for his willingness to schlep heavy things around – and you hope they do what they’re told. I also find that many crews assume that with a simple glance or two at the setup instructions, they know how it works. Often it does. But I’ve seen a number of occasions where a lot of time could have been saved if they’d only read the instructions in greater detail. Time wasted on a tradeshow floor is expensive.

Growth can happen quickly with tradeshow marketing. Many companies I’ve worked with over the past few years have seen substantial growth and are regularly increasing the size of their exhibits. As Bob Moore of Bob’s Red Mill famously once said, “Tradeshows have opened doors to markets that we would not have otherwise been able to open.” Or something like that – but you get the idea.

Opportunity abounds in today’s tradeshow marketing world, but it’s easy to lose $$$ if you make a misstep. Larger companies with deeper pockets have a natural advantage, but that doesn’t mean they are always doing the best they can. Smaller companies with few dollars can still use tradeshow marketing to attract people to their booth with creative marketing, great interactivity, attractive exhibits and more – and still crack open doors to new markets. Which leads to more growth (see the previous paragraph!).

For those companies that do get involved in tradeshow marketing – and certainly not every company does – they spend roughly a third of their marketing budget on tradeshows.

From the Personal Side

I’ve been in the industry since April 2002. It took years for me to get used to the industry and a few more to like and then love the industry and thrive in it. I came from the radio industry, which from a sales standpoint, moved very quickly. Yes, there are deadlines which don’t move and keep you on your toes in the tradeshow world, but it’s not like the radio world where a sales person could come in and need something to be written, voiced and produced and on the air within the hour. Which happened frequently. My first impression of the exhibit world was that things moved at a glacial pace. Boy did that take some adjusting!

tradeshow industry

Ever since I was a kid I wanted to work for myself. That radio thing was great for 25+ years, but in the back of my mind I was trying to figure out how to be my own boss. When I entered the tradeshow exhibit industry on a fluke when the radio industry changed, I was still working for someone else. It wasn’t until the owner of that company retired and I was thrust into the unknown (ever try to find a good-paying job in your mid 50’s?), I figured it was now or never. I’m still surprised by how well it worked out. There’s no guarantee, of course, but for now it’s good.

I can do marketing, blogging, podcasting, prospecting, phone calling, meeting people at shows and following up regularly – and yet when it comes time for a company to purchase a new exhibit, it seems no matter how much I try to stay in front of people, it’s easy for them to go elsewhere. Again, back to that magic button: how do you manage to stay in front of a decision-maker so that you’re there at the exact time they need you? Anyone? Bueller? Bueller?

One way to differentiate myself was to write. Starting as a blogger in November 2008, producing ebooks and more, and finally writing a pair of books (Tradeshow Success in 2015 and Tradeshow Superheroes and Exhibiting Zombies in 2018) was my way of doing that. I couldn’t tell you how much it’s contributed to my success or helped make sales, but I like giving the book away to potential clients – and hey, a few even sell on Amazon now and then!

Another way to differentiate myself was to go back to using my radio skills. First as a guy who knew how to record digital audio and post it on our company website (anyone remember Real Audio?), and then as a podcaster on this blog. And of course, video is a gas, as well. My viewpoint is that the more real you are, the better chance you have of making a personal connection with someone who wants to do business with you. That’s always been my philosophy. Share who you are, what you like, and how you do things. In today’s world, making a personal connection is a way to get ahead.


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Is This the Golden Age of Tradeshow Marketing?

I’ve been in the tradeshow industry for almost 20 years, and it seems like we’re moving into what may be the Golden Age of Tradeshow Marketing. Usually when you think of the “Golden Age,” you’re thinking of that long-forgotten past. A time of fun, peace and prosperity and good times. Us older folks might think of the Golden Age of Rock and Roll, for example, as the time when Elvis, Chuck Berry, Little Richard and Buddy Holly were making music and leading the music charts. Or maybe we think of the Sixties as the Golden Age of Rock and Roll, when the Beatles led the British Invasion and with the help of bands such as the Rolling Stones, the Dave Clark Five, the Yardbirds and The Searchers dominated the music charts for years.

golden age of tradeshow marketing

What about movies? Was the Golden Age the days of great movie stars such as Clark Gable, Dorothy Lamour, Humphrey Bogart, John Wayne, Greta Garbo and others lit up the big screen?

Or is the Golden Age something that might be happening today, and we won’t realize it for decades to come?

Tradeshow marketing may, in fact, be moving into something of a Golden Age. Look at what’s happened in the past decade or so: an influx of a variety of new products and technologies that is impacting the bottom line and exhibiting capabilities and impact in unforeseen ways.

Fabric graphics, for example, have pretty much taken over the tradeshow floor. Sure, you could see fabric graphics ten years ago, but they weren’t much to look at. The printing quality was suspect, and the fabrics were not all that great. But technology has improved fabric printing by leaps and bounds, and the same has happened to the fabric that is used for printing.

And what about light boxes or back lit fabrics? Just a decade ago salesmen would come through our door pitching the next generation of LED lights, which were definitely impressive. But the past ten years have seen a drastic drop in the cost of LED lights, and a sharp uptick in the quality of the lights.

And what about social media? Fifteen years ago, social media frankly didn’t exist. Online promotions were barebones at best. Email marketing was fairly well established, but preshow marketing stuck mainly to traditional channels such as direct mail and advertising. But now, any company that doesn’t engage in using Twitter, Instagram, Facebook and add on some elements of their outreach via YouTube and LinkedIn is increasingly rare. All of those social media channels have matured greatly and can be used to drive traffic and move people around a tradeshow floor.

Video is also part of the renaissance of tradeshow marketing which contributes to the idea that we’re experiencing a Golden Age. More and more exhibits show off one or more video monitors, and you’ll increasingly see video walls, which grabs visitors’ eyeballs with a visual impact that was previously unobtainable, or only at an ungodly price. Video production has also come down drastically in price and obtaining great footage to go with your video messaging at a lower cost means more exhibitors can show off a lot more of their brand for less. Drones, for one example, have given anyone the ability to drop in aerial footage into their brand videos for a few dollars, instead of the thousands of dollars it used to cost. Most brand videos I see at tradeshows have at least some drone footage, and I suspect that most people don’t even give it a second thought (I do – drone footage is freaking cool, man!).

golden age of tradeshow marketing

Add to all of that the coming-of-age of Virtual Reality, which will open doors to creative people getting involved to do more fantastic VR for tradeshows. The VR I’ve seen so far has been disappointing, as were the first few VR games and programs I’ve seen. But lately the bar has been raised, and the quality and creativity will come up.

What about data tracking and electronic product showcases, such as ShowcaseXD? This and similar programs will not only allow exhibitors to show off products in an easy format, the data that comes out of these systems proves to be extremely useful to companies. Didn’t have anything as sophisticated as that only a decade ago.

Automated email has been around for perhaps a couple of decades, but that also gets more and more sophisticated, and combined with a data entry, product catalog or context on a tablet, marketers can send out detailed, personalized responses based on visitors’ interests.

All of these – and more technologies that I’ve either missed or are in their infancy – are having a great impact on tradeshows and giving exhibitors the ability to maximize their dollars, create a bigger splash, take home more data and find an edge in a very competitive marketplace.

If not a new Golden Age of Tradeshow Marketing, at least a Renaissance or resurgence.

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Legal Cannabis Industry Evolves with Tradeshows

legal cannabis industry

As a wanna-be 70s hippie I follow the evolution of the legal cannabis industry with great interest. Not because I don’t use it so much anymore, but I’ve always felt that the use of marijuana – or as its getting to be known – cannabis – should be a personal choice, and government shouldn’t be locking people up for simply using it. I figure if the state allows alcohol as a social drug, it has no valid argument to disallow cannabis. But politics aside, it’s a fascinating industry.

legal cannabis industry

Now that cannabis is legal across much of the country, with more states (and countries – Hello, Canada!) to follow, the first thing you’ll be seeing is much more data coming out. For instance, I ran across an article which shows that the method of cannabis consumption is changing. In the old days, you’d roll a joint. Maybe you’d bake some bud into a batch of brownies, and hope you ate the right amount. But now there is data showing that people are smoking it less and eating it more or finding other ways to consume cannabis without smoking.

So why is this topic showing up on a blog dedicated to tradeshows and the event industry? Because there happen to be a BUNCH of tradeshows dedicated solely to cannabis. For instance, there’s a big show in San Jose this summer, the Cannabis Business Summit, put on by the National Cannabis Industry Association, that will attract hundreds of exhibitors and thousands of attendees. And a listing at the Cannabis Business Times shows quite a few cannabis related events.

I’ve attended at least a half-dozen cannabis events in Oregon over the past few years and chatted with dozens of exhibitors about the industry and how they’re finding their way through an industry that, until just a few years ago, didn’t legally exist. Now that it’s out in the open, it wants to shine. Hence, the explosion of tradeshows and conferences dedicated to the industry.

Another twist: in the old days, it was never called cannabis. It was called marijuana, and the scourge of the devil weed, or reefer, spawned panicky movies (Reefer Madness), conspiracy theories and so on. Here’s a quick take on the reason it’s called cannabis these days and is rarely referred to as marijuana.

legal cannabis industry

And what about the exhibitors? How are they faring in a new legal industry? I’ve spoken to many of them over the past couple of years, and as you might imagine, it’s a mixed bag. Some exhibitors are well-prepared with sharp-looking, functional exhibits. Others have barely managed to put up a cheesy vinyl banner hanging from the back of the drape behind an organizer-supplied table. In other words, it’s like a lot of industries.

I heard talk from some exhibitors that when legal cannabis happened here in Oregon, a lot of money rushed into the industry. Businesses were snapping up storefronts, staking out their ground and doing what they could to promote their new businesses. But since that beginning rush (no pun intended), reality is a bit of a come down. Some businesses have closed, others are trying to sell.  It’s a marketplace where a glut of product is keeping prices down. And this comes all with an industry that is heavily taxed by the state so that it can be regulated properly. I recently saw that Oregon suspended applications for new cannabis outlets due to the backlog. For a deeper dive into the Oregon Economic Forecast that looks closer at recreational and medical marijuana, check this out (direct PDF link).

All of which brings me back to the statewide event industry and how its working with cannabis producers, retailers and supporting businesses. Coming in January, TradeshowGuy Exhibits will take part in its first cannabis-related event as an exhibitor. We’ll be at the Cannabis Collaborative Conference in Portland on January 23-24, 2019.

And yes, we’ll be in booth 420.


Interested in getting a price on a new exhibit or accessories to make your exhibit look and perform better? Submit a quote request here.

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How I Arrived in the Tradeshow Event Industry – and Thrived

Most of my blog posts are about the industry: how to do things, what works and what doesn’t, what’s new in the tradeshow world and so on.

But I rarely get personal on this blog. It’s not necessary, but on occasion it is kind of fun for readers to see who’s behind it all. Given that, I thought it would be worth it to explain exactly how I got here, and how I run my business.

Radio Daze

That time I got a haircut on the air: early 80s, KBZY, Salem, Oregon

I spent 26+ years in the radio industry as a DJ, Music Director, News Director/Anchor, Program Director (and more), but as the industry changed (technology, mainly), I found that positions in the industry were getting squeezed, and a lot of talented people were having a hard time finding a spot. I loved radio – still do, in fact, as a volunteer doing a weekly two-hour reggae show on KMUZ in Salem – but to make a living in radio just wasn’t feasible anymore unless I wanted to be a gypsy and take my small family with me to where the jobs were at any given time. No thanks, I like Oregon and want to stay.

The Exhibit World is a Thing?

As to how I got to the tradeshow world, I literally stumbled into it. With two young sons, I was working as an assistant manager trainee for Hollywood Video, when a family friend’s wife saw me at the checkout counter.

“What are you doing here?”

“Training to be an assistant manager!” I said proudly (biting my tongue and crossing my fingers behind my back).

The next day her husband called me.

“I have an opening for a sales position at my exhibit company. How would you like to talk about it?”

Exhibit company? What’s that?

“Sure,” I said. Couldn’t hurt. Might even be interesting.

We sat down a couple of days later and chatted for an hour. Ed Austin, the owner of Interpretive Exhibits, talked about the exhibit industry – both interpretive and tradeshow – and how their small company fit. As the hour drew to a close, Ed Austin, the owner of the company, offered me the job.

“I didn’t really plan on offering you a job at this point, but you have good people skills, a lot of other good skills, and we can teach you about the industry.” His offer doubled the money I was making at Hollywood Video, so it was a no-brainer. Exhibit industry, here I come! Hollywood Video, by the way, was a victim, like Blockbuster Video, of the revolution in streaming video.

Learning the Exhibit World and Changing Careers

For the next several years, I slowly learned the exhibit industry. The biggest cultural shift and change to my daily work was the fact that in the exhibit industry, compared to the radio world, things moved slowly. Glacially. In the radio world, I’d get an order to write and produce a handful of commercials, due in a day or two. Three or more days if I was lucky. Once you got the order submitted, you had to jump on it. Or in the case of news reporting, it was non-stop. You were always hopping to find the next story, or to get the latest on a story that was active.

I found that in the exhibit industry, though, especially when it came to interpretive exhibits, there were usually a lot of parties that needed to chime in on something. Once a discussion or meeting was complete on a topic, the next step was usually weeks away before anything was due.

Weeks! Sometimes a month or two, before the next step was due, and the various parties had to chime in. I couldn’t believe it. I was so used having to jump, it took a long time to adjust to the glacial speed at which interpretive projects unfolded. In a sense, I found it boring, because I was always looking for something for my ADD brain to do (more on that later).

We did projects for the Army Corps of Engineers, National Forest Service, Oregon State Parks and many other government and non-profit agencies. An earlier salesperson had ended up selling a large exhibit to a large corporation, and the company knew there was business to be had there, but frankly, corporate work was foreign to the management. They were used to going onsite to a muddy natural area and chatting with like-minded people. They were not used to putting on a nice sport coat and meeting potential tradeshow clients.

Which became my task: find some tradeshow clients. Sell some tradeshow exhibits. Get on it.

What’s  VP of Sales and Marketing Do?

interpretive exhibit
fabricating an interpretive exhibit for AC Gilbert Children’s Museum

After a few weeks at the company, it came to my attention that the company website sucked. Given my need to have something useful to do (I knew almost nothing about sales at that point), and since I had put up a handful websites, I offered to at least oversee a makeover of the website. Which I did, which they loved. And with the title of VP of Sales and Marketing, I was given free time to do things other than just sell exhibits. I also knew that I needed more information on the industry, so using my radio skills, I set up interviews with industry consultants, writers and experts. The interviews were recorded and posted on the website (this was before podcasting was invented – I just found a way to embed the audio). I also wrote articles based on things I had learned and posted them on the website (again, this was before blogging software found its way into the world).

I eventually compiled about an hour worth of recordings and created an audio CD which I gave away, calling it something like Inside Secrets of Tradeshow Marketing. I put it on the company site for something like $79, but where it was really useful was giving it away to potential clients (complete with a $79 price tag).

The First Exhibit Sale

Kettle Foods Tradeshow Exhibit 2005
Kettle Foods, circa 2005

As for tradeshow exhibits, I had a friend at Kettle Foods in Salem (employee number 8, I think), and asked if they did any tradeshow marketing. Turns out they did. Turns out they were shopping for a new one. We made a pitch, and they spent $25,000 on a 20×20 custom exhibit that made its debut at Natural Products Expo West in 2003. Ed told me years later that the $25,000 job cost the company about $40,000, so it was a money loser. But we kept showing it off and it kept leading to new clients, so I figure it paid for itself many times over.

In any event, we were off and running.

Bob's Red Mill tradeshow exhibit
Bob’s Red Mill, 20×20, 2008

The Kettle Foods exhibit led to a connection with Nancy’s Yogurt (10×20 custom), Hyland’s Homeopathic (10×20 custom, which was designed, fabricated and shipped in 35 days flat, I kid you not!), and Bob’s Red Mill (custom 20×20). We did a custom 30×70 for local spa manufacturer Marquis Spas. We did exhibits for Mountain Rose Herbs of Eugene (still one of my favorites), BioKleen of Vancouver. The most interesting sale I made, though, was on a flight back from DC to Portland. I was catching a connection in Denver, and the woman next to me ended up sleeping most of the way back from DC to Denver. As we were coming in to Denver, she woke up and we chatted a bit. I asked what she was doing in DC and she said she had been at Expo East. I had too! I told her what I did, she took my card, I got hers, and a short time later we did a new custom booth for Natracare, from England, but with American HQ in Denver. It proved to me that there are opportunities everywhere if you keep your eyes and ears open and aren’t afraid of piping up.

Somewhere along the way, an old radio friend has asked me what I was doing now. “I’m in the tradeshow world!” I told him. He said, “Oh, you’re a Tradeshow Guy, eh?” Somehow that name stuck. In late 2008, I was curious about the new whiz-bang online publishing platform of blogging, and started TradeshowGuy Blog, just wanting something to play around with and as a creative outlet. It’s been going ever since.

The Coming End of Interpretive Exhibits

The recession in 2008/2009 did a number on the tradeshow exhibit building world. Many companies that we knew of in Portland closed. Others consolidated or downsized. Interpretive Exhibits’ secret weapon, I thought, was that we were small. We managed to keep a handful of people on salary and bring in the fabricators when projects warranted.

But Ed was nearing retirement, and in 2010 told us that he would close the company down in 2011. Which he did on July 15, 2011. My last day at Interpretive Exhibits.

What next? Another Career?

Not really knowing which way to turn, I thought I’d keep in touch with some old clients while I collected some unemployment, took some time off, and looked for another job. Which I figured I would get at some point.

But it never happened. Being in your mid-50s and looking for a new job is not a fun exercise to say the least. And along the way, I did have some previous clients order some new things. Not a lot, but enough to make me think that I should stick with this entrepreneurial thing.

In the meantime, prior to Interpretive Exhibits closing down, I had teamed up with Roger Pike, an old radio friend in town. We had shopped ourselves around as public speaker trainers and social media consultants. We got a couple of clients, the biggest of which was a local employers association that hired us to do a twelve-week training for their presenters. This was in Roger’s wheelhouse (not mine), as Roger was (and is) a great public speaker and former college public speaking champion. Lots of fun, but as time went on I kept putting more of my energy into selling exhibits (which was about to turn more profitable), and eventually left the consultancy with Roger behind.

That’s because in 2012, Bob’s Red Mill decided that their current 20×20 was going to be phased out and would I be interested in helping them do a new 30×30?

Of course. I contracted designer Greg Garrett, whom I had known while working at Interpretive Exhibits, and had him create a design. Once the design was approved, I shopped it around to three fabricators, and Classic Exhibits in Portland ended up getting the job. Even though they were known as more of a modular ‘kit’ builder, they were stretching their wings and were hoping to become more known as a custom builder. This project suited that desire perfectly and they did a fantastic job on the booth if I may say so.

That job convinced me that I could make a go at owning my own company. Roger Pike and I had called our company Communication Steroids, figuring that it was clever enough and descriptive of what we were doing. I named my exhibit company Communication One Exhibits, not that clever or descriptive, but what the hell, I thought.

Over the next few years, 2011 – 2014, I did a couple of larger projects, many small ones and kept the mortgage paid and the mouths fed. And I found I was having fun working for myself. In fact, I really liked it.

TradeshowGuy Exhibits

By late 2015, I had mentioned to Mel White, VP of Business Development at Classic Exhibits, that I didn’t like the name Communication One Exhibits, and he suggested I use TradeshowGuy Exhibits, since I was the TradeshowGuy online anyway! After a little thought and discussion, I did away with the old name and brought in the new one.

I kept looking for ways to generate more leads, make connections with prospects, and show off my growing expertise in the industry. I had done a handful of speaking gigs, both while with IE, and with my own company, and while I liked it, none of it lead to any significant new clients. I finally put my head down and finished a book that I’d started on at least three times. The book, Tradeshow Success: 14 Proven Steps to Take Your Tradeshow Marketing to the Next Level, came out in late 2015, and I immediately used it as a ‘business card’ with potential prospects. It didn’t automatically get people to buy, but it was certainly something that almost no other exhibit house or exhibit salesperson could offer.

In 2015, I went back to doing webinars on a regular basis, even securing the URL TradeshowGuyWebinars.com. I did them monthly, but after a year decided that I wanted to do a more regular podcast, which led to the TradeshowGuy Monday Morning Coffee which launched in January 2017. My goal was to just BE THERE on a weekly basis, to talk about things that interested me in and out of business. I’d have guests, but the guts of the show didn’t ride on having a guest. I’ve had a lot of guests (you really should browse this blog to find them!), they were all terrific and had fun stuff to share. But I have as much fun putting short podcasts or mini-films together, too, when it seems right.

In 2016, I felt my sales skills – which had grown a lot since my entrée into the industry in 2002 – needed some help. I had joined Tip Club in Portland, a networking group run out of Brad Kleiner’s office in Wilsonville. Brad was a Sandler Sales trainer, and after learning more about what and how he taught, I joined his President’s Club weekly 2-hour sales training group for a year. Best sales training I’ve ever run across, and it gave me a great set of tools on how to prospect, uncover pain, close and service the deal. Rejuvenating!

Another item had come up a few times – the use of the name TradeshowGuy. Once someone asked me if I had trademarked it. Uh, no. I looked into, and found it surprisingly easy. And pretty reasonably priced, too. It took several months, but in late 2017 I got confirmation that the trademark went through. So yes, it’s registered now. I’m officially TradeshowGuy and the company is known far and wide as TradeshowGuy Exhibits.

As we reach the middle of 2018, I look back and see that I’ve been running my own business for seven years now, and it’s doing better than ever. It’s not easy, it’s not predictable, but it’s been rewarding and fun. And I really do work at it. I like working with clients – that’s probably the most rewarding thing, seeing their reaction to a brand-new exhibit that will go out into the public and represent their company, products and brand. Great feeling.

They say that the best way to sell your book is to write another one, so in late 2017/early 2018,I compiled several dozen lists that had been published on this blog and released my second book, Tradeshow Superheroes and Exhibiting Zombies: 66 Lists Making the Most of Your Tradeshow Marketing.

Who knows how far this thing goes? I figure if I can get another seven years out of the business, I’ll consider closing it down. After all, I’ll be 70, and may want to do other things. But hey, I still jam on my guitar, still bash my drums regularly, do a fair amount of hiking, bicycle riding and walking. I’m planning to live to be 120, so I have a way to go, amiright?

 

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7 Tradeshow Exhibit Accessories to Spice Up Your Appearance

If you have the perfect tradeshow exhibit, you probably don’t need accessories. After all, how do you improve on ‘perfect’? But if you’re a little short of perfection, here are a handful of exhibit accessories that will help out.

  1. LED lights. Yes, it’s true. There are actually some exhibits out there that do not have good lighting. Ambient lighting in many exhibit halls leaves a lot to be desired, so adding some LED arm lights that can deliver high quality wall washing illumination or spot lighting will go a long way to making your exhibit stand out. And yes, LED lights deliver great lighting at a good price without the heat that comes with an older style Halogen lamp. You can also add smaller highlights such as an LED Surface Mount Puck Light, LED flex tape or Linear slim line LED lights.
  2. Video monitors. Again, not every exhibit has a video monitor, but more and more make use of this visual communication medium. Video monitors have come down in pricing so much so that it’s easy to add a monitor or two or three depending on the size of your exhibit. If you prefer not to purchase monitors and keep them packed away most of the time, consider renting.
  3. Custom counter. Even without having something custom designed, it’s easy to add a custom-looking counter that will serve almost any tradeshow exhibiting purpose, from being a place to put brochures, store personal items, samples or giveaways, or even a demo station.
  4. Charging table. These will serve a double purpose of give you a place to sit around and meet prospects and give them a chance to easily charge up their phones and other devices. Either purchase it outright if you’re going to use it at many shows or get a custom-branded rental charging table.
  5. tradeshow exhibit accessories

    Tablet Kiosk. Whether you use a Surface tablet or an iPad there is a table kiosk that will suit your needs. Free-standing or mounted to a larger table or greeting counter, a tablet kiosk invites visitors to interact – and stay longer in your booth!

  6. Literature stands. Literature stands can be free-standing or attached to an aluminum strut on an exhibit and make an attractive location to hand out product brochures or sell sheets.
  7. Hanging sign. Any large island will be enhanced with a hanging sign, making it easier to spot your booth location from as much as a few hundred feet away. Hanging signs offer a great branding opportunity and come in a variety of shapes and sizes, including square, circular, tapered, triangle and more.

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