How To Not Sweat The Details

August 29, 2014 Leave a comment

AuthorAs this summer rolls along and the familiar sounds of the show floor in full swing are not far off, most of us are reminded that a few more weeks of watching the heat index has to be endured and there is still a bit of sweating to be done both physically and mentally – which conjures up the old cliché “sweat the details”.

While the Optima staff may not be able to do much about bringing down those cold fronts for an early fall, we can help cool off some of the potential hot issues in in your graphic production.

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Let’s get horizontal . . .

August 22, 2014 1 comment


Let’s get horizontal . . .
No, it’s not what you’re thinking . . . Get your mind out of the gutter people, haha!
What I’m referring to is Horizontal Communication. As most of you know, I’m a big proponent of printed flooring/messaging. You may recall a blog I wrote about this earlier this year.

Think about it, we talk about Vertical Communication without a second thought, but the Horizontal Communication continues to be neglected. The Horizontal Communication is an extension of the vertical and when the two work well together – any size space becomes more of an environment and generates more emotion than just black carpet. With the addition of Horizontal Communication, the booth is no longer a 10×10 or 10×20 booth space – it’s its own environment, it’s complete.
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Life Hacks for the Trade Show Floor

August 22, 2014 3 comments


Life Hacks… simple things that can make mundane problems disappear. After polling our I&D Service Technicians and Managers, we have compiled some easy-to-implement tricks to make your life on the show floor a bit less frustrating.

Setting up and exhibiting at trade shows comes with its own set of challenges and it’s amazing what little tricks and ‘life hacks’ can be used to make your job on the show floor just a bit easier. After polling some of our I&D service technicians, we’ve compiled the following Life Hacks for the Trade Show Floor. Select the infographic below to see the full sized version about 7 simple things you can do to reduce headaches as your company’s Chief Booth Duty Officer.
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People DO make a difference!

August 15, 2014 4 comments


I have just returned from vacation at Glacier National park in Montana where I spent 75 combined hours on a train via a sleeping car on Amtrak (See America by Rail Except When it’s Dark or you are sleeping or delayed by freight traffic). Ultimately, it was a great travel experience full of a variety of activities including hiking, rafting, helicopter rides and zip lining 350 feet above the forest canopy.

What stood out while engaged in these activities were the people making this experience come to life. I am talking about the Amtrak stewards, attendants, waiters, raft guides, lift operators, pilots, zip line personnel, etc. For the most part, these people enjoyed their work, were enthusiastic, helpful, informational, proactive, engaging and fun. They added to the experience, kept you safe, and provided a sense of security. Read more…

Value vs. Price

August 8, 2014 Leave a comment

AuthorAnyone who has dealt with buyers (in any industry) is continually confronted by objections over the cost of what we sell and it can really be a bit of a downer. We all want to be accommodating to our customers (who are often also our friends) so it is only natural to feel inclined to make a concession when that price objection is presented to us. So, it’s very important to consider what you communicate by selling at that lower cost.

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You Eat With Your Eyes

August 1, 2014 4 comments

Category Icon Test

Have you ever heard the expression, “You eat with your eyes first”?  The culinary industry seems to live by it, reasoning that if a plate of food looks good then we will just naturally assume it tastes good.  It doesn’t even matter whether or not you like the food that the chef is plating.  If you like the way it looks, if the chef has made it so attractive to you that your brain now wants to know how it tastes, you will more than likely give it a chance.  When a chef can make you try something you normally wouldn’t based on looks alone, he or she has done their job well.

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We Sell Solutions!

July 25, 2014 3 comments

AuthorDuring my five-year career in the hectic, but wonderful world of tradeshows, I have learned several things from my colleagues, superiors, and clients. One of the best and most memorable concepts that I have learned from clients is a very simple, yet powerful phrase: “We Sell Solutions.

I remember the first time I heard that phrase, and as a former marketing guy, it really hit home.
Yes, we all sell graphics, we all sell hardware, we all sell the customer service experience, but what it boils down to at the end of the day is: “We Sell Solutions.”
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