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June 2019
Table of Contents
EXHIBITOR Q & A
ATA Carnets
What is an ATA Carnet, and how - and why - would I obtain one?
ASK DAN
Mansplaining
I have one staffer who often "mansplains" things to female co-workers. What's a good way to curtail this behavior?
EXHIBITING 101
Material Handling FAQs
Here are answers to the most commonly asked questions regarding material handling.
AMMUNITION
Ideas That Work
You've Got Mail, Defying Gravity, Circle Gets the Stare, and more.
PRODUCTS
New Tools
Hanging Trade Show Banners, Specialty Flat Cable Extension Cord, and more.
FIXING SNAFUS
Under the Gun
Our Humvee would only fit through the entrance if a Tomahawk missile blasted a larger opening.
VENUES
Greater Columbus Convention Center
The Greater Columbus Convention Center sits atop the city's Union Station train depot.
ARCHIVE
Say Cheese!
1964-65: Wisconsin brings a 34,591-pound block of cheddar to the World's Fair in New York.
PHOTO GALLERY
This Old House
Keen Inc. skillfully repurposes components from 16 of its previous stands.
EDUCATION
Book Smart
EXHIBITOR asked the members of its 2019 Editorial Advisory Board to build a reading list for face-to-face marketers.
RESEARCH
The Statistics of Sponsorships
The majority of marketers currently invest in trade show sponsorships. But are they worth the investment?
PORTFOLIO
Marvelous Multimedia
Six multimedia examples show how to add some movement, a little light, and a sprinkle of magic to your next exhibit.
CASE STUDY
Honda's Augmented Storytelling
Honda Motor Co. Inc. uses augmented reality to generate 72 percent more dealership contact requests.
MEASUREMENT
Calculating Value: 6 Metrics to Prove Your Program's Worth
We reached out to four measurement masters to demystify the most effective metrics.

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fixing snafus
illustration: Regan Dunnick
Under the Gun
Our Humvee would only fit through the entrance if a Tomahawk missile blasted a larger opening – a solution I didn't think show management would approve.
Plan A
If you've ever exhibited in Southeast Asia, you know that show information isn't always complete or exact, so you learn to ask a lot of questions. Alas, one missed question left me trying to squeeze a watermelon through a keyhole – or so it seemed.

At the time, I was working for AM General LLC, a vehicle manufacturer best known for producing military Humvees, and getting ready for a military trade show in Malaysia. The venue was a repurposed five-story mall, and I felt like I'd done my homework and asked enough questions to ensure a smooth and seamless setup. A phone call from our freight handler, TWI Group Inc., proved otherwise.

TWI had delivered our mighty machine to the front lines in pristine condition, but the crew member who attempted to drive the vehicle into the venue hit a small mine, figuratively speaking. The entrance we had to use comprised a roughly 8-by-8-foot opening. Normally this wouldn't have been a problem, since Humvees are only about 7 feet wide and 6 feet tall. However, the vehicle we were exhibiting had been outfitted with tactical side mirrors and a machine-gun turret that added several feet all around. In other words, our Humvee would only fit through the entrance if a Tomahawk missile blasted a larger opening – a solution I didn't think show management would approve.


Plan B
I told the TWI crew to sit tight and immediately speed dialed one of our field service reps (FSRs), who are basically our mechanics. After I explained the situation, the FSR said he should be able to coach our team on the ground through a partial dismantle that might slip our machine through the door.

Faster than an army of Germans can roll through Paris, I called the freight handler and asked him if he had access to tools and a forklift. He did, so I patched him through to the FSR. First, the FSR coached the crew through removing the vehicle's massive mirrors. Then, over the next couple of hours, the team detached the top section of the turret and used a forklift to lift it from the body without leaving a scratch.

Unfortunately, the remaining portion was still too tall to fit through the entrance without causing collateral damage. The FSR explained that we could lose a few more inches if the team deflated the Humvee's run-flat tires – a necessity for traversing hostile environments – and then pumped them back up using the vehicle's on-board compressor. Ultimately, we ended up with about half an inch to spare when the Humvee rolled inside. Once it was in the booth, all the team had to do was reattach the mirrors and turret and reinflate the tires.

Thankfully, the show didn't lob any more grenades our way, although the crew did have to repeat the process to get the Humvee back outside. In the end, I realized things could have gone much worse. After all, I could have worked for Abrams, which meant we would have had to fit a tank through that door. Now that would have been a challenge.


— Jamie Talboom, manager of trade shows and marketing, Allegheny Technologies Inc., South Bend, IN


TELL US A STORY
Send your Plan B exhibiting experiences to Linda Armstrong, larmstrong@exhibitormagazine.com.

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