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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?
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?
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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: 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
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
The least you need to know about exhibiting in Buenos Aires
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portfolio
Presentation Stations
Few places within your stand house attendees longer than your presentation space. Yet many exhibitors give as much thought to their in-booth theaters as they do to chewing their food – that is to say, little to none. So to help you make the most of this ever-important environment, here are six examples of theaters that not only drew a crowd but also made a positive, on-brand impression in the process. By Linda Armstrong
 PHOTO: Padgett and Company Inc.
True Colors
Exhibitor: Cisco Systems Inc. Show: Cisco Live Design: MSM Inc., Webster, NY, 585-232-4020, www.mirrorshow.com Hoping to foster a whimsical vibe, designers concocted this multicolored theater with myriad seating options. Hosting everything from magicians to acrobats, the space boasted 24 colorful stools, a grassy area perfect for lounging, and a bar where up to 16 guests could cop a squat.  PHOTO: Tea & Kay Photography
Beauty School
Exhibitor: Ulta Beauty Inc. Show: America's Beauty Show Design: Katherine Frank Creative Inc., Downers Grove, IL, 630-620-7720, www.katherinefrank.com To highlight its educational programs, Ulta Beauty Inc. devised a contemporary, brand-appropriate theater that took up roughly half of the retailer's 40-by-60-foot space. Featuring a runway with a fantail end, the theater offered ample seating and aisle-side allure.  PHOTO: Jurgen Jacob Lodder
Model Behavior
Exhibitor: Hans Boodt Mannequins Show: EuroShop Design: Hans Boodt Mannequins, Zwijndrecht, Netherlands, 31-10-316-3200, www.hansboodt.com Hans Boodt Mannequins walked out this multifaceted space showcasing the versatility of its various mannequin lines. While bleacher-style seating lined a branded backdrop, presenters helmed a computer station that manipulated content on the side wall's 12 monitors.  PHOTO: Astound Group Inc.
White Out
Exhibitor: Google LLC Show: National Association of Broadcasters Show Design: Astound Group Inc., Toronto, 905-465-0474, www.astoundgroup.com Google LLC always strives for streamlined simplicity. Not surprisingly, its theater at the National Association of Broadcasters Show maintained a similar focus. The "all-eyes-here" stage comprised only an elevated platform, a podium, and a monitor inset into a curvaceous back wall.  PHOTO: sacks Exhibits
House of Blues
Exhibitor: Hologic Inc. Show: Radiological Society of North America Design: Sacks Exhibits, Andover, MA, 978-988-1100, www.sacksexhibits.com While presenters highlighted the latest medical technologies in this cozy theater for Hologic Inc., visitors rested atop sleek and stylish white chairs. Bathed in soft, Hologic-blue lighting, the presentation space whispered "medical technology" yet crooned "informal" and "inviting."  PHOTO: Michael Taft Photography
Prime Time
Exhibitor: Amazon.com Inc. Show: Game Developers Conference Design: Pinnacle Exhibits, Hillsboro, OR, 503-844-4848, www.pinnacle-exhibits.com Sometimes pure and simple translates to functional and on-brand. This unpretentious theater for Amazon.com Inc. included little more than a monitor-adorned back wall, an unobtrusive podium, some unassuming stools, and overhead truss in the company's corporate hue.
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