Name of your website?www.popandexhibits.com
Your name?
Wes Carlson
Your Location (city, etc)
Lynnwood, WA
Please give us a short summary of your website?
The web site is designed to provide both an overview as well as specific information about the various trade show exhibiting systems on the market as well as information on rental exhibits.
What inspired you to launch your own website?
This business was founded in 1995. The web site was first introduced in 1999. In those days, it served primarily as an alternative to a series of brochures that would have to be mailed to a prospect. It saved a lot of money on materials and postage. Over time, of course, it has evolved into a selling tool that has led to business all over the United States and Canada.
When did you launch your first website, and what was it?
As mentioned above, it was set up to function as a brochure. Also, I suppose, I recognized in 1999 that if one wanted to keep up with the changing world you would need to have a web presence.
How did you decide on a name for your website?
The business name is P.O.P. Exhibits Inc. The P.O.P. stands for "point-of-purchase" (displays). I wanted a business name that made it clear as to what the business does. Thus, it made sense to name the website after the business.
What makes your website different from other, similar offerings?
There are competitors offering a similar arrange of products. However, P.O.P. Exhibits Inc. has a unique blend of suppliers and affiliates. We can offer rentals, for instance, in Chicago, Orlando, Las Vegas, Los Angeles as well as cities that are not at the top of the list as show venues go..... like Houston.
Secondly, we have received a lot of compliments from ad agencies in both Los Angeles and New York for the simplicity of the web design.
What is your eventual goal? (To sell it, keep it for income, secure a book or other mainstream media deal?)
My goal is to sell the business in 2011. Given the fact that there are trade shows (bazaars) that have been taking place in the mountains of Nepal & Tibet for many centuries, I think that it is safe to say that the future of the industry is strong. I have paid my dues, so to speak, and think that in a few years it will be time to pass along an opportunity to someone else.
How does your investment of time and money balance against your success?
As with most industries, I have had to reinvent the business. For instance, several years ago I had the bright idea of putting up a web site dedicated to table top displays. We sold a ton of them. In the midst of all the busy work, it took awhile to realize that the time and effort wasn't paying off. This is because the time invested in putting together a graphics package for a simple little tabletop display is equivalent to what one spends on larger exhibits. Thus, over the last two years the business model has shifted. I focus upon the larger projects so as to maximize time and effort. Also, I no longer waste time traveling all around the city to meet with clients and prospects. The internet has opened the door to not only to out-of-state business but to freedom from endless face to face meetings.
If you had an unlimited development budget for development, how would you change your site?
I would hire more help.
If your site got really big, really quickly, would you be able to keep up with the demand?
It can be a stress, but yes.
What unexpected costs and headaches have you had to deal with?
Let me count the issues. Cash flow, for one. I recently did a large project for a college in B.C. Their policy is to issue a purchase order and to pay upon delivery, in contrary to our regular policy of 50% down and balance due prior to shipping. We had a lot of money tied up for a couple months. Project management. One is always afraid of screwing up an important detail. Recently there have been some supplier issues that have led to a lot of stress.
What has been your biggest challenge?
Dealing with the feeling that there is always something else to learn and do. The fact of the matter is that there is always something to do. I am reluctant to let go of SEO duties and web design, for instance, because I think there is a value in knowing how to do it. However, this is time consuming and when added to the chore of managing the business it is a challenge.
What method has been most successful for promoting your website?
I'm a believer in organic search results, so I'd say I am always experimenting with the various "white hat" approaches. I joined Stompernet.com, which at the very least makes me feel that I have access to a lot of information even if I don't always have time to take advantage of it.
How has running your website differed from your expectations?
It is something one needs to pay attention to every week.
How long have you run the site already, and how long will you continue to keep it up if you don't enjoy big gains in traffic, income or popularity?
For the first 3 years, beginning in 1999, I had a web designer. After that, I created the site on my own using an online service called www.citymax.com. I found the design process to be cumbersome, so last fall reproduced the site in some software I purchased so as to be able to quickly make changes and to upload.
What is your website address?
www.popandexhibits.com
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