Company covered: 1220 Exhibits
The No-Surprise Party
1220 Exhibits' unique take on a time-honored celebration, the "no surprises" party nets the best present of all, doubling RFPs.
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Company covered: 3D Exhibits
Everything Matters
3D Exhibits' "attention-to-detail" promotion snags eight big-budget opportunities by focusing on their customers' detail driven jobs..
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Company covered: 3D Exhibits
Bling's the Thing
3D Exhibits Inc.'s booth-makeover contest, that generated nearly 41,000 votes and 60 percent more sales leads than expected.
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Company covered: 3M Canada
Moving Mountains
3M Canada's Cathie Hastings' creates an in-house properties management service that cut average per-show costs by 90 percent.
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Company covered: Advanced Imaging Concepts
It's Only Rock'n'Roll (But They Loved It)
How a small exhibitor harnessed the power of the Rolling Stones.
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Company covered: Agfa Graphics
Seven Staffing Strategies
After facing the perfect storm of staffing challenges including more than 700 staffers in a 300,000 square foot booth exhibit manager Ronald Marien shares seven key staffing tactics.
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Company covered: Agfa Graphics
Come One, Come Few
Agfa Graphics N.V. uses a "no tourists" booth strategy, customer-pampering activities, and an in-booth auction to generate more than $166 million in show-related sales and help buoy up the company's sinking financial ship.
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Company covered: Aon
Risky Business
Global risk-management, insurance, and consulting firm Aon Corp. educates attendees with a game of Risk.
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Company covered: Arnold Palmer Golf Company
The Three Faces of Arnold Palmer
Three brands, one booth. How the famous golf company created an exhibit with multiple personalities, and made it work.
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Company covered: Astec
All-Star Awards A Model Plan
Replacing equipment with scale models, Astec Inc. saves big money at CONEXPO-CON/AGG and doubles leads.
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Company covered: Astec
The Incredible Shrinking Exhibit
To defray high exhibiting costs Astec Inc. replaced its $6-million equipment with 1/8-scale replicas.
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Company covered: Astellas Pharma US
Natural-Born Killers
Astellas Pharma US Inc.'s killer campaign attracted and educated 1,500 physicians..
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Company covered: Autotek
The Selling Power of Retro
Informal market research supports this authentic gas-station exhibit. The result: a 50-percent increase in sales.
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Company covered: BASF AG
Project Runway
BASF AG's turns their raw-materials into a slightly-irregular fashion show resulting in a 95-percent increase in sales leads.
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Company covered: Belkin International
Home Improvement
Sometimes boring products make cool stuff happen. Learn how Belkin International made that connection for attendees.
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Company covered: Bell Helicopter Textron
Bell of the Ball
Bell Helicopter Textron Inc. builds suspense and then delivers with a product launch that nearly triples at-show sales at Heli-Expo 2006.
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Company covered: Bentley Systems
Rebel With a Cause
Bentley Systems Inc.'s Huw Roberts defies convention, shifting his strategic goals to quantity, not just quality. How he made it work.
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Company covered: Blue Telescope
Marketing with Martians
Blue Telescope uses their own interactive media to garner an out-of-this-world 317-percent increase in qualified leads.
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Company covered: Bluetooth Special Interest Group
It Was Bold. It Was Daring. It Required Tuxedos.
How the Bluetooth Special Interest Group drove attendees to its members' exhibits.
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Company covered: CareerBuilder
Mardi Gras Makeover
CareerBuilder Inc.'s Adam Polaszewski works his voodoo with a New Orleans-themed exhibit overhaul, cutting costs and conjuring a 65-percent increase in booth traffic.
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Company covered: Chrysler Group
Ticket to Ride
At the 2005 Chicago Auto Show, equipped with swipeable cards that tracked time and activities, attendees test-drove Chrysler vehicles.
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Company covered: Cisco
Cisco Defends Its Realm
With a slashed budget and downsized booth space at the 2009 RSA Conference, Cisco Systems Inc. conjures up a quartet of superheroes to help save the day.
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Company covered: Cisco Systems
Defying Reality
To keep attendance at its annual user conference from plummeting, Cisco Systems Inc. reinvents the 20-year-old event by adding a virtual version that increases the audience by 35 percent.
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Company covered: Cisco Systems
All-Star Awards: Online Anytime
Cisco Systems Inc.'s Networkers Conference goes online, attracting 300 new users and adding value for attendees
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Company covered: Cobius Healthcare Solutions
Overcoming the Fear Factor
Cobius Healthcare Solutions addresses attendees fears about job security with a reinvent yourself theme that boosted loyalty.
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Company covered: Coca-Cola
How to Measure the Value of a Trade Show Program
Coca-Cola's four-step process based on metrics used by sales, marketing, finance, and PR.
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Company covered: Colgate-Palmolive Company
Oral Hijinks
Colgate-Palmolive Co.'s radical shift to "edutain" dental professionals attracts more than 5,000 attendees.
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Company covered: CommScope Wireless Solutions
Sizzle Awards Twist and Tout
An old game offers a new twist on product demonstration, and scores 236-percent more leads than expected.
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Company covered: Cramer
Lego Land
Cramer's "building connections" metaphor comes to life with a Lego-centered promotion that exceeds goals by 100 percent.
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Company covered: Crumpler
Urban Scrawl
Crumpler's "tabula rasa" exhibit inspired attendee/product interaction earning five times the expected leads and contracts worth $1.2 million.
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Company covered: Czarnowski
No Client Left Behind
Exhibit and event firm Czarnowski hosts an educational forum at its San Francisco office that addresses trends in face-to-face marketing, strengthens client relationships, and generates $200,000 in new business.
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Company covered: Derse
A Mute Point
Derse Inc.'s "Not a Peep" campaign increased traffic by 49 percent and captured 30 percent more qualified leads.
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Company covered: Derse
Pause Marketing
Derse Inc's calming experiential exhibit offered attendees a break and, perhaps, gained their unprecendented focus.
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Company covered: Electrolux
Let Them Eat Cupcake
Lisa Rowland and AB Electrolux use a special breakfast, a surreal exhibit, and 5,000 savory cupcakes to generate 7 million media impressions.
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Company covered: Electronic Data Systems Corporation
How EDS Stole the Nation's Biggest Trade Show
EDS hits Comdex with a multimillion dollar image upgrade that rocked Las Vegas.
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Company covered: Embraer
Flying Low
If corporate VIPs won't come to Embraer's jets, Embraer will bring the jets to the VIPs.
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Company covered: Ericsson
Will This Show Be Worth the Money?
Ericsson Inc.'s handy questionnaire keeps division managers from chewing up the corporate trade show budget.
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Company covered: EWI Worldwide
Once Upon a Trade Show
EWI Worldwide's Mad-Libs theme touted their storytelling expertise by literally building attendee's ideas into their strategy.
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Company covered: Exhibit Works
More Than S'mores
Exhibit Works Inc. takes the story-swapping campfire experience upscale and triples traffic compared to the previous year.
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Company covered: Exhibitgroup/Giltspur
Wheee!
''Ladies and gentlemen, step right up to the Exhibitgroup/Giltspur fun house, where you'll find the latest, greatest interactive exhibit experiences.''
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Company covered: Exhibitgroup/Giltspur
A Quality Education
Exhibitgroup/Giltspur's life-sized board game educates attendees on the value of quality and increases leads by 50 percent.
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Company covered: Farm Credit Canada
All-Star Awards Feed the Bottom Line
Farm Credit Canada's reinvented sponsorship harvests a 50-percent sales increase and a literal hill of beans.
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Company covered: FedEx
All-Star Awards: Rerouting FedEx
Camille Ellison consolidates five operating company's into one trade show program to increase leads by 500 percent.
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Company covered: Fish Software
Bait and Pitch
Fish Software's razor-edge technology pre-qualifies attendees and recognizes key prospects the minute they enter the exhibit.
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Company covered: Florida Power & Light
All-Star Awards: Keeping Score
Lisette Riveira of Florida Power & Light Co. evaluates a program of 39 annual shows, trims her calendar by 69 percent and boosts leads from zero to 200 per show.
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Company covered: Florida Power and Light
Exhibit in Overdrive
Florida Power and Light Co.'s goes full throttle with a budget-minded NASCAR-inspired video game .
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Company covered: GE Security
All-Star Awards Follow the Lead
Fast
G.E. Security Inc. converts PDAs into lead-retrieval systems, reducing follow-up time to seconds.
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Company covered: GeoLearning
All-Star Awards Buzz on a Budget
GeoLearning's Web based twist on classic promotions drives 80 percent of attendees to interact with their brand.
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Company covered: Georgia-Pacific Resins Chemical Division
Sizzle Awards Turf's Up
New to the golf market, Georgia-Pacific shoots a 12-percent return with its shady direct mailer.
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Company covered: Grass Valley Group
Virtual Pre-Show Training
New exhibit 3-D computer renderings aren't just design aids. Stick 'em on the Web, for a great staff training tool.
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Company covered: Hafele America
Has Anyone Seen My Staff?
Hafele America 's electronic staff-tracking system that boosts leads and enhances customer service.
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Company covered: Healthcare Management Systems
Health-Care Honky Tonk
Healthcare Management Systems Inc. tips its hat to the Grand Ole Opry, tripling leads and landing a contract worth $1.7 million.
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Company covered: Hewlett Packard
Pick One
You are part of Hewlett-Packard's exhibit selection team. Which concept will you choose and why?
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Company covered: Hewlett -Packard
HP's Lean, Green Exhibit Machine
To showcase their eco-friendly products, Hewlett-Packard Co. takes their first stab at creating an eco-friendly exhibit.
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Company covered: Hewlett-Packard
Game Show
HP marries its conservative approach to trade shows with a new acquisition's bells and whistles strategy. The result? Sizzle with substance.
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Company covered: Hewlett-Packard
Controlled Access
Hewlett-Packard creates an exclusive exhibit for high-level executives and pre-qualified attendees at ITU Telecom World 2003.
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Company covered: Hewlett-Packard Development
All-Star Awards: ROI Reboot
Hewlett-Packard's Glenda Brungardt initiates automated measurement to provide analysis on over 400 shows.
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Company covered: Hills Pet Nutrition
Research to the Rescue
Amy Gregory uses a triple-pronged research strategy to win over internal skeptics, overhaul her exhibit-marketing program, and increase booth traffic by an average of 41 percent.
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Company covered: Home Federal Savings Bank
$500 Booth Steals Show
Frugal but creative, Al Mannino pulls off a bank job.
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Company covered: Honeywell
Honeywell's Smart Restart
With a calendar full of questionable shows, and a long company history of not measuring trade show results, Honeywell Process Solutions' Mara Weber sets out on a fact-finding mission to cut the fat from her trade show program.
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Company covered: Hoodman
Hoodman to the Rescue
Hoodman Corp. inflates its image with a nontraditional exhibit structure that saves an average of $16,600 per show, triples at-show sales, and expands the company's dealer base tenfold in only three years.
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Company covered: Hopscotch Technology
Unplug and Play
First-time exhibitor Hopscotch Technology turns a shoestring budget and a bad location into a successful new product launch at CES.
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Company covered: Hotflops
Foot Traffic
With a little marketing saavy, a steep learning curve, and $25,000, Linda Spann's new product launch generates $100,000 worth of orders.
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Company covered: I.T. Doctors
Docs With Ambulance Make Out Like Bandits
I. T. Doctors scraps its exhibit, rents an ambulance and cashes in at a computer show.
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Company covered: IBM
Room For Rent
IBM's Randy Lee enlists strategic partners' participation, practically doubling his budget and increasing sales by nearly 500 percent.
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Company covered: Impact Unlimited
Fit to a Tea
An in-booth tea party helps Impact Unlimited Inc. demonstrate its customized solutions and exceed its lead goal by 100 percent.
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Company covered: Impact Unlimited
To Bee or Not to Bee
Impact Unlimited Inc. cross-pollinates a popular game-show parody with a bee-themed campaign to create show-wide buzz.
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Company covered: Inquisite
Little Black Box
Inquisite Inc.'s black-box mailer coaxed recipients to provide information and experience a product demo two weeks before the show.
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Company covered: Intel
Intel's Inside-Out Experience
Intel turns product messages into customer experiences with activities that draw 42,000 attendees to two sites.
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Company covered: Intel
Intel's Core Competency
Intel Corp.'s hands-on, make-it-relevant method simplifies its complex Core 2 Duo processor and attracts 85,000 attendees.
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Company covered: Interbank
The Money Pit
Interbank FX LLC creates an on-floor trading pit to win over wary foreign-exchange traders and quadruple booth traffic.
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Company covered: Interlake Materials Handling
Battle of the Bolts
Interlake Material Handling's attendee competition demonstrated their product and exceeded lead goals by nearly 70 percent.
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Company covered: Johns Manville
Prizes Out, Products In
Johns Manville quadruples its quality time with attendees by trading a car giveaway for a realistic product-demonstration game.
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Company covered: Karin Jacobson Designs
Chic on the Cheap
Create your own booth with $780 and a trip to IKEA
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Company covered: Kemper Insurance
Zero to $200,000 in Seven Steps
How I lost my trade show budget, and then convinced 12 business units to fund the program.
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Company covered: Kerry Americas
All-Star Awards: 1-Percent Solution
Bob Milam focuses his promotion, exhibit, and staff on key customers to the tune of $750,000 in sales.
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Company covered: Kikkerland Design
The Mmm, Mmm, Good Exhibit
Facing a unique challenge at the 2009 International Contemporary Furniture Fair, Kikkerland Design Inc. turns to Campbell's Soup in hopes of attracting a new batch of product designers.
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Company covered: Komatsu
Anatomy of a Trade Show Marketing Machine
The most impressive piece of engineering at ConExpo wasn't a giant digger. It was Komatsu's exhibiting plan.
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Company covered: Komatsu America
Time of Possession
Komatsu America Corp. 's sports-themed activities keep attendees inside its exhibit, doubling sales leads in the process.
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Company covered: Kubik
The Brown-Bag Booth
Faced with a 50-percent budget decrease and forced to re-evaluate its presence at EXHIBITOR2009, Kubik Inc. burns its original plan and MacGyvers an integrated program that exceeds lead-generation goals by 145 percent.
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Company covered: Levi Strauss
All-Star Awards Pocket Change
Michael Mecham of Levi Strauss & Co. uses the buddy system to increase exhibit effectiveness despite budget cuts.
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Company covered: Magnussen Home Furnishings
When in Doubt, Use Penguins
Magnussen Home Furnishings builds a simple giveaway into a formidable PR campaign for a 20-percent increase in traffic.
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Company covered: Matrex Exhibits
Sizzle Awards Mirror, Mirror
Matrex Exhibits uses image consultations to lure attendees to its booth for conversations averaging 12 minutes each.
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Company covered: Mattel
Mattel Puts Its Toys Away
For 23 years, Mattel Inc. packed its exhibit with products. This year, the company switched its focus to branding.
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Company covered: MG Design Associates
Choose Your Own Adventure
To demonstrate its key differentiator, MG Design Associates invites attendees to create their very own space.
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Company covered: MG Design Associates
Food for Thought
MG Design's gourmet cooking theme turns their creative expertise into a memorable experience, and a 26-percent increase in leads.
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Company covered: MGI Pharma
Booth Building For Dummies
One rookie's step-by-step guide to building your first booth and the lessons she learned during her own trial by fire.
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Company covered: Monster
Monster: Here, There, and Everywhere
To market its services at an HR trade show, Monster grew larger than life and devoured the entire city.
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Company covered: Monster Worldwide
Monster Takes Las Vegas
Monster Worldwide moves from low-profile extravagances to high-visibility giveaways that turned attendees into billboards.
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Company covered: Mossy Oak
Coming Out of Hiding
Mossy Oak Inc. draws attendees by re-creating the environment they love on the show floor, with a 130-percent increase in traffic.
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Company covered: Motorola
How Motorola Blitzed CES
Is a football theme a cliche? Not if the NFL is a customer. Motorola leverages their connections to draw 20,000 attendees.
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Company covered: Muzak
The Sound of Muzak
Muzak markets to the "Experience Economy" designers with an experience that didn't disappoint.
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Company covered: Napster
Music to Their Rears
Napster Inc. did good by doing bad, teasing customers with a strip show that drew twice its goal of 500 visitors a day.
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Company covered: Northland Putting Greens
Different Strokes: A Low-Cost Small Exhibit Makeover
Industry experts offer a primer on 10-by-10's done right.
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Company covered: Olfa
Olfa's Retro Fix
Utility-knife maker Olfa Corp. slices through its competition with a keen strategy of pre-show mailers, themed exhibits, whimsical stickers, roving crowd gatherers, and snappy at- and post-show giveaways.
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Company covered: OrthoBanc
Boston Tea Party
At a Boston trade show for orthodontists, Marla Merritt, sales and marketing director for OrthoBanc LLC, kicks off a competitive revolution by riffing on the host city's history. Her tea-party-themed exhibit grows leads by 145 percent.
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Company covered: P.F. Chang
P.F. Chang's On-Par Event
To increase enrollment in its customer-loyalty program, restaurant chain P.F. Chang's China Bistro Inc. sends golfer Briny Baird to the top of San Diego's Omni Hotel for a spectacular media event.
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Company covered: Pfizer
Pfizer's Booth-Staffing Prescription
Pfizer's Ambassadors program uses retired sales reps to staff their exhibits.
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Company covered: Phoenix Accessories
Homemade Gold Mine
How Mike Anderson hammered out a 24-carat exhibit using Liquid Nails and foam insulation
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Company covered: Ply Gem Industries
Training Day
To unite six different companies and several product lines under a single corporate umbrella, Ply Gem Industries Inc. builds a more effective booth-staff team via day-long pre-show training sessions.
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Company covered: Procter & Gambel Company
Breaking Oral Tradition
Procter & Gamble Co. revives a tired hospitality event for a multifaceted product launch.
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Company covered: ProQuest
Recipe for Success
ProQuest savors the flavor of success by tantalizing attendees' taste buds and generates an 86-percent lead increase.
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Company covered: ProQuest
Painted Pigs and Garden Parties
ProQuest taps Martha Stewart's popularity for a show program that harvests 3,000 leads. It's a Good Thing.
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Company covered: Pullmantur S.A.
Pullmantur Stays Afloat
To introduce its cruise line to landlubbers, Spanish travel company Pullmantur S.A. embarks on a multicity journey that results in 9,100 new leads and a 100-percent increase in booked cruises.
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Company covered: Purdue Pharma
All-Star Awards -- Just What the Doctors Ordered
Purdue Pharma L.P. adopts a customer-made approach to redesigning the company's exhibit.
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Company covered: Richardson
What About Bobbleheads?
Jim Brodo employs 7-inch-tall salesmen to create a tradition that increases leads by 1,367 percent.
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Company covered: Ride Snowboards
Sizzle Awards Graffiti by the Foot
Ride Snowboards Co. uses graffiti artists to attract over 3,000 retailers, wow industry press, and polish its brand
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Company covered: Robert Mondavi Winery
Sip and Learn
The Robert Mondavi Winery uncorks a multiyear, multicity mobile tour at existing events throughout the United States and Canada.
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Company covered: Rockwell Collins
How to Select a Vendor in Three Simple Steps
Pam Sillver, CTSM, creates a vendor evaulation system to choose an new exhibit house.
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Company covered: Rubbermaid Home Products
Demolition Demo
Rubbermaid beats the living daylights out of its own products to show it doesn't just talk a good game.
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Company covered: ScanAlert
Booty Call
ScanAlert Inc.'s pirate-themed promotion sent booth visitors to 14 partner exhibits with a ripple affect throughout the show floor.
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Company covered: ScentAir
Scents and Sensibility
ScentAir Inc. proves once again that attendees prefer product experiences over demos with their appeal to visitors' senses.
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Company covered: Secure Computing
Pay to Play
By subletting booth-space to partner companies Karen Carey survives budget cuts and sends return on investment through the roof.
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Company covered: Siemens Medical
The Intangible Experience
Siemens Medical Solutions uses an imaginary grandmother's story to bring its software solutions to life, and double leads.
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Company covered: SignalSoft
Exhibiting the Intangible
SignalSoft's fake city and PDA guided tour bring its unseen products to life.
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Company covered: SignalSoft
All-Star Awards: Software and the City
Leann Bradburn of SignalSoft Corp. creates a PDA guided tour that increases sales leads by 216 percent.
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Company covered: Simon & Schuster Interactive
Guerrilla Space Selection
It ain't the size, it's the location. Simon & Schuster Interactive's exhibit is on the front line of visitor viewing... in the lobby.
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Company covered: SmartWool
An Exhibit Outgrown
How SmartWool's new trade show booth beat the fast-growth blues.
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Company covered: SMC
Clutter Cutter
By designing a streamlined and purposeful trade show booth, exhibit coordinator Rick Dunlap took SMC Corp.'s exhibit from muddled mess to sleek success, all while doubling the amount of product displayed and increasing leads by nearly 60 percent.
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Company covered: Snug Seat
Graffiti Pays Off
Children's rehab equipment company hits the jackpot with $700 booth.
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Company covered: Snugz
The Pucker-Up Promotion
Snugz USA Inc. savors the sweet taste of success with a mystery-flavor promotion that generates a whopping $1 million in business.
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Company covered: SOLA International
The One-Word Exhibit
Mitchell Mauk finds the essence of a marketing message and inflates it by orders of magnitude in SOLA International's new exhibit.
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Company covered: Steamboat Software
Do-It-Yourself Booth Scores 2,500 Leads
Steamboat Software makes a micro-budget work with loaner computers and $600 in Home Depot supplies.
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Company covered: Stephen Arnold Music
Sizzle Awards False Alarm
A fire-alarm direct mailer sparks a smokin' 95-percent return rate.
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Company covered: Switch
Rebel Sell
Switch: Liberate Your Brand fights with the tactics of guerrilla marketing and the look of guerrilla warfare and beats its goal for new prospects by more than 25 percent.
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Company covered: Tellabs
Face-Time Redesign
Matt Hassett's four-part plan to increase staff-interaction rate at Globalcomm 2006 and double sales leads in the process.
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Company covered: The Medicines Company
Game Plan
The Medicines Co. uses an in-booth computer trivia game to educate attendees, gather information and quadruple attendee interactions.
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Company covered: The Training Dept
The Wild West on Pennies a Day
How a video training company turned $2,000 worth of paint, lumber and labor into a must-see booth.
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Company covered: Thomson Reuters
Demo Day Camp
West, a Thomson Reuters business, uses a whimsical summer-camp theme to lure elusive law librarians to its booth and conduct a record 4,081 product demos, almost 18 percent more than the previous year.
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Company covered: Toyota Motor Corporation
Toyota's Authentic Off-Floor Experience
To pry loyal truck buyers from the Big Three, Toyota creates an off-floor customer-centric experience.
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Company covered: TUV America
Exhibitor Lounge Act
How to make an exhibitor lounge sponsorship pay off.
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Company covered: United Plastics Group
Zen and the Art of the Anti-Booth
United Plastics Group finds ROI enlightenment in Zen garden exhibit.
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Company covered: Veka
The Perfect Storm
To make a splash with its hurricane-proof windows Veka Inc. brews up a storm so attendees couldn't miss the product benefits.
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Company covered: Vifor International
Branding Irons
Vifor International Inc. introduces an injectable iron therapy and demonstrates its benefits to more than 2,000 liver specialists with a lighthearted, yet educational, activity.
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Company covered: Wacker Chemical
Custom-Tailored Cost Cutting
When management decided to eliminate the most important show on her exhibiting calendar, Doreen Paquette fought back, cutting costs by more than $57,000 and convincing company bigwigs to reconsider.
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Company covered: WebPutty
Rookie Exhibitor Hits Homer
With just seven weeks to prepare for its first show, WebPutty builds a high-performance marketing team.
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Company covered: WingDipper
The $866 Exhibit
Trade show virgins Aaron Foss and Mark Webster exhibit on a chicken wing and a prayer, turning $866 into an eye-catching exhibit.
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Company covered: Word Distribution
Saving Lost Customers: Inspiration from the Home Depot
Word Distribution adopts a customer advocacy strategy to create an educational experience.
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Company covered: Xirrus
Fighting Words
To generate show-wide awareness at Interop Las Vegas, Lorna Pierno, Xirrus Inc.'s director of marketing programs, delivers a prizewinning boxing-themed program that brings in $1 million in show-related sales.
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Company covered: XMPie
Multipurpose Mailer
XMPie Inc. uses email and response URL software to contact their target market, qualify leads, and pre-schedule demos.
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Company covered: X-Rite
X Marks the Spot
X-Rite Inc.'s creative on-site promotion hit on some unlikely places to advertise at PRINT 05. Survey results show what worked best.
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