Who We Are and What We Do
At PRI Plus, we specialize in manufacturing label constructions that stick to ANYthing. Our reputation is built on aggressive hot-melt adhesives, low minimum order quantities, and custom product builds, including stripe pattern coatings. This year at Labelexpo, we introduced our latest innovation: B1000. This UV acrylic adhesive construction is designed for durability across various applications—from outdoor machinery and medical devices to electronics and more. Notably, it’s solvent-free, providing a competitive edge over traditional acrylic adhesives.
Balancing Brand Presence with Personality
Creating a memorable brand experience is crucial for us. We strive to reflect the strength of our adhesives in everything we do—through our bold visuals, assertive language, and approachable demeanor. At Labelexpo, we aimed to make a strong impression, not just through our products but also through our brand’s personality.
A highlight of our booth this year was the custom purple PRI Plus lightsabers. This fun giveaway was more than just a gimmick; it tied into our new UV product line, creating a playful yet professional interaction. Visitors could grab a lightsaber and pose with it, which was a hit. This approach encapsulated our brand’s ethos—serious about adhesives but never too serious to connect and have a bit of fun.
Preparation is Everything
For me, preparing for Labelexpo was as much about managing my energy as it was about presenting our products. Here’s a peek into my detailed preparation:
To get ready for the show, I took an extra day to rest and isolated the weekend beforehand. I planned my entire trip early to determine where and when my energy would be spent.
• I had 11 different scripts written for conversation- 8 at our booth and 3 while visiting someone else’s booth.
• I had 4 conversation exit plans and a backup contingency plan of how to pass the conversation off to a co-worker without seeming disengaged.
• I also created checklists of things I would need to help make things more comfortable
– clips to keep the hotel curtains closed,
– tape and paper to cover persistent lights in the room like on the phone, tv, and light switches,
– certain scented air-fresheners and oils,
– my own utensils in case restaurants used 3-tined threeks instead of the acceptable 4-tined fourks.
– There are of course things I forgot- most notably a fan- but don’t worry, I bitched and moaned about that plenty.
One specific area that is very difficult to prepare for is social interactions. These are easy enough to steer toward business at the booth, but are difficult to navigate when away from the booth. I made the decision to not take more energy away from the trade show to allocate toward dinners than I absolutely needed to. This meant there were days I collapsed to the floor in the hotel hallway as soon as the elevator doors closed because I needed just a bit more energy to make it back to my room. But as Rilo Kiley sings, “And sometimes when you’re on, you’re really f*ing on, and your friends will sing along” and when at the show, I want to be on.
Yes, the scripts are a necessity for me. There were five main approaches with (potential) visitors.
1) They were planning on stopping at our booth.
2) They saw the lightsabers and were intrigued.
3) They rubbernecked while reading our wall display.
4) They rubbernecked all the way past our booth, then saw our “label constructions that stick to ANYthing” display at the far end and then stopped.
5) They just walked by. Each of those approaches required a different angle from me when beginning to talk with them.
I received a lot of positive feedback. Sometimes the feedback was difficult to respond to, especially when coming from people I work with. I know they meant well, but theirs was always from the stance of assuming I am naturally good at this. I am naturally bad at this and put forth a tremendous amount of effort to be good. But when I’m tired, it’s harder to see it from the compliment they intend and my first thought is of how unaware they are of the energy I am putting forth.
Making Connections that Matter
The feedback we received was both encouraging and insightful. Many visitors recognized the PRI Plus name and logo, even if they weren’t familiar with our specific offerings. This was a testament to the effectiveness of our rebranding efforts. Compliments on our website were particularly validating, reflecting the hard work we’ve put into building our digital presence.
The buzz around our UV acrylic line was exciting. It was an opportunity to gauge my understanding of UV adhesives and eye-opening to see how much more I have yet to learn. Luckily, I met quite a few people that are capable and willing to help with that. These connections are crucial but often overlooked because they don’t result in a direct sale. I’m very happy to have had the opportunity to make these connections.
The Next Day
I slept in. I took an extra couple hours staying in bed after waking. I ordered a pizza. Picking it up was the only interaction I had that day, and I used signed communication instead of verbal. I stayed in my chair-and-a-half the rest of the day watching Rocky and Good Will Hunting with subtitles, turning the sound back on to watch Fred Astaire and Ginger Rogers in Swing Time, and with the lights off all night.
A Personal Win
On a personal level, I’m proud of how far I’ve come in managing trade show environments. While people may assume that I’m naturally good at it, the truth is that it’s the result of extensive preparation and practice. I’ll never be at the point where I won’t have to continue to work and plan out all the smallest details, but then again 10 year old Jay would have thought what I did would be impossible, too.
Closing Thoughts
At the end of the day, a successful trade show isn’t just about making sales or pitching products. It’s about building connections, enhancing brand recognition, and learning to be “on” when it matters most. Whether you’re navigating the challenges of marketing or managing personal energy, my university exam success strategy still applies:
Know your shit.
Eat some breakfast.
Kick some ass.