Bare Naked iPad Kiosks

“Boy, you’re either bare or you’re naked. You can’t be bare naked.”~ My dad

I’m a hardware guy. Which makes sense since our main business is developing hardware solutions for graphics, whether trade show, retail, or environments.

That’s not to say I don’t appreciate graphics. I do. Fortunately, I see spectacular graphics every day in our purchase and rental set-up areas. And to be totally honest, it’s not unusual to see an occasional visual belly flop that makes me scratch my head. Some graphic designers clearly do not understand how to design for trade shows.

I tell our distributors all the time, “If you want to educate your client on what works and what doesn’t work for graphics, spend 30 minutes to an hour in the Past 5 Days photo gallery on the Classic Exhibits website or in any Exhibit Design Search. There, you’ll see seven years of trade show graphics, one day at a time.”

That said, we don’t always follow our own advice on graphics when we develop new products. About 18 months ago, we started developing iPad Solutions. For the first 9-12 months, our focus was mostly on the hardware. And, we did an amazing job. Our goal was to “own” the iPad category in our industry with a variety of styles and solutions from counter inserts to counter mounts, and from kiosks to extrusion connections. To say it’s gone well would be unduly modest. Current sales are amazing, and we believe we’ve tapped into less than 10 percent of the market.

Don’t Be an Idiot

Now, here’s where we’ve left money on the table — GRAPHICS. And, there’s no one to blame except us. I give Optima enormous credit. They show graphic solutions with all their iPad Solutions – face plates, halos, wings. We show them on our website but it’s as if it’s an afterthought. Yes, we’re in the process of correcting that, and there are far more graphic solutions now than before, but we kick ourselves for not recognizing the opportunity earlier.

What’s my point? Don’t be an idiot! That’s my point. You’ll have many, many customers over the next year who will order an iPad kiosk. Some will order one, five, or fifty. If they don’t order graphics for the iPad kiosk or counter, shame on them but a double shame on you. The hardware needs branding and to assume the software provides all the branding they need is, quite frankly, foolish and naive. As we’ve learned over the years, especially during the Great Recession, your bottom line DEPENDS on graphics, repeatable graphic sales. Graphic orders will turn red months into black months every single time.

That’s not to say “bare naked” isn’t beautiful. I’m all for naked, on some products and some people. iPad kiosks and stands, however, should not be one of them. If your client insists on the “clothing optional” look, take the time to show them what a little creative window dressing can do. I hear they have this new technology called renderings.

Got questions about graphics? Ask your friends at Optima. I hear they may know something about it. But that’s just me. I’m a naked hardware guy. Wait a second . . . that doesn’t sound right.

Mel White

VP of Marketing and Business Development

mel@classicexhibits.com

503-652-2100 x-219

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