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March 2020
Table of Contents
EXHIBITOR Q & A
Sponsoring Versus Hosting
Should we host our own hospitality event or sponsor something already organized by the show?
Small Booths
How can I improve my chances of getting an appreciable return from a small booth?
ASK DAN
Asking for a Raise
How do I ask my boss for a well-deserved pay hike?
EXHIBITING 101
Five Tips for New Builds
Here are important - but often overlooked - items to consider when planning a new exhibit.
AMMUNITION
Ideas That Work
Hold the Phone, Auto Focus, Comfort Food, and more.
FIXING SNAFUS
Taking a Seat
What the boss wants, the boss gets. It didn't matter that it was never a part of our original plan.
VENUES
Washington State Convention Center
The Washington State Convention Center in Seattle stands in the heart of the Emerald City.
PORTFOLIO
Presentation Stations
Six examples of theaters that not only drew a crowd but also made a positive, on-brand impression in the process.
QUIZ
Weight a Minute
Try to guess the weight of these booths that, despite being light on the scales, left a heavy impact on attendees.
PHOTO GALLERY
Self Service
National Oilwell Varco Inc. built a booth designed to appeal to clients, prospects, and VIPs on a personal level.
ARCHIVE
By Land and by Sea
1904: An early form of augmented reality with a simulated voyage to Paris debuts at the Louisiana Purchase Exposition.
CASE STUDY
Gatorade Drinks Outside the Box
The Gatorade Company appeals to athletic influencers via a mix of gamification and education.
MANAGEMENT
Myth Buster
EXHIBITOR debunks six common misconceptions held by exhibit-marketing newbies.
INTERNATIONAL
A Quick Guide to General Data Protection Regulation
We sifted through the 88 pages of GDPR regulations to find the parts that pertain most to exhibitors.
PORTFOLIO
Belly Up!
Here are six examples of in-exhibit hospitality bars that offer form, function, and style straight up.
INSIGHT
Game Changer
Author Jim Gilmore predicts what the future holds for experiential marketing.
GLOBAL
International Exhibiting Guide: Paris
The least you need to know about exhibiting in Paris
International Exhibiting Guide: Abu Dhabi
The least you need to know about exhibiting in Abu Dhabi
International Exhibiting Guide: Buenos Aires
The least you need to know about exhibiting in Buenos Aires

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fixing snafus
illustration: Regan Dunnick
Taking a Seat
What the boss wants, the boss gets. And what she wanted were a few "comfy" chairs and a table or two. It didn't matter that this was never a part of our original plan.


Plan A
Years ago, event management was one of my many responsibilities as the vice president of marketing at a large New York-based international bank. Being meticulously organized served me well in my overall marketing duties, but I learned that when managing exhibits, even the best-laid plans develop unexpected kinks – and require unconventional fixes.

It was two hours before the opening of the Association for Financial Professionals (AFP) show, the bank's largest trade show of the year, and our team had just finished putting the final touches on the booth. The head of the department stopped by for a tour, and while she was impressed with the graphics, layout, and overall design, she was dismayed that there was no conversation area. It didn't matter that this was never a part of our original plan. What the boss wants, the boss gets. And what she wanted were a few "comfy" chairs and a table or two. I nodded and smiled politely.

As soon as she walked away, my mind started racing. Normally, adding a few pieces of furniture to the exhibit would not have been a problem. But we were mere hours from the show opening. And it was Sunday, which further complicated matters.


Plan B
I contacted show management to see if it could wrangle up some chairs and tables at the last minute. No luck. I asked the on-site furniture rental company for help, but it had nothing available on such short notice.
Having exhausted my on-site options, I walked back to my hotel room to change into a suit and get ready for the show – even if it meant no conversation area. I kicked off my shoes and plopped into a chair to take a breath and search my mental furniture rental file for ideas. Then it hit me. The solution was right in front of me – or, rather, under me. I leapt out of the chair and called a bellhop. When he arrived at my door, I explained what I needed to do and why. Amazingly, he agreed to help. Together, we loaded two chairs, a cocktail table, and a side table from the sitting area in my room onto his cart. I followed him into the elevator, through the lobby, and out of the building – all while pushing the cart piled high with hotel furniture. No one said a single word as we wheeled by. My benevolent bellhop continued rolling my newly acquired furniture all the way to the convention center a block away, and I didn't stop thanking him the entire time. He even helped me arrange the furniture in the booth before pushing his cart back to the hotel and resuming his duties. In the end, the trade show was a huge success. The hotel room furniture even matched the style of the booth better than anything I could have rented, and the department head loved the conversation area. As luck would have it, following the show, I was able to get another hotel bellhop to bring the furniture back to my room. No one was any wiser about my sleight of hand – not hotel management, not the show attendees who sat in the chairs, and not my boss. Needless to say, I tipped both bellhops quite generously.

— Abby Friedman, president, Marketing Solutions Consulting, Belle Mead, New Jersey


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

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