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April 2020
Table of Contents
EXHIBITOR Q & A
Rigging Rules
What type of rigging-regulation variables might I discover between venues and shows?
Booth-Space Selection
I realize there is no perfect booth location, but what can I do to ensure I select the best spot to suit my program?
ASK DAN
Defining Success
I recently delegated a project to my assistant who thinks he knocked it out of the park. But he struck out.
EXHIBITING 101
Planning Your Electrical Needs
Ensure your exhibit has the power it needs - and that it's accessible in the right places - by following this step-by-step guide.
AMMUNITION
Ideas That Work
A Healthy Aim, Fear Factor, Loud and Clear, and more.
FIXING SNAFUS
No Bones About It
My reputation depended on finding that wooden crate!
ARCHIVE
The Bionic Woman
1934: A detached head appears at the British Industries Fair.
CASE STUDY
Corteva's Magic Trick
Corteva Inc. stages a teleportation illusion that generates 584,000 impressions and attracts 25,000 people.
MOBILE MARKETING
Road Runners
Here are three companies that chose mobile marketing as their road to success.
GRAPHICS
10 Small-Booth Graphic Gaffes
Here are 10 of the most common 10-by-10 graphic mistakes and what you should do instead.
MANAGEMENT
Health Check
The PhRMA Code on Interactions with Healthcare Professionals can sometimes be difficult to decipher.
TEN BY 10
Rental Exhibits
We asked 10 experts to share their views and opinions on rental exhibits.
PORTFOLIO
Sweet Hospitality
Here are six in-booth hospitality spaces that pair practical elements with delicious design.

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ten by 10
Rental Exhibits
We asked 10 experts to share their views and opinions on rental exhibits.
1
"Rentals are fast evolving, with new technology, advanced lightweight aluminum frames, and fabric graphics on much larger scales than ever before."
Paul Conway, president, Nimlok NYC

2
"Considerations that suggest a rental would be a good idea include having many, often overlapping, shows and a shortage of storage space."
Scott Arbogast, co-founder, ExhibiTeam

3
"I think reusable or recyclable wall-frame systems will come to be mandatory for structures in the not-too-distant future."
Chris Anderson, vice president of sales, Elite Exhibits LLC

4
"The most misunderstood aspect of rentals is that they are just recycled kits. The better providers are designing rental exhibits consisting of extrusion-frame systems in tandem with custom elements."
Matt Kleinrock, chief operating officer, Rockway Exhibits + Events

5
"Although a purchase offers more opportunity to customize a booth, a rental is a great way to test out a new approach without committing a ton of resources."
Hilary McVicker, vice president, sales and marketing, The Elumenati LLC

6
"Before renting, exhibitors should ask providers whether they include services such as installation, transportation, and logistics."
Ross Pike, head of marketing, Quadrant2Design

7
"A big misconception is that rentals are cookie-cutter designs. There are many highly customizable options, and they can be very cost effective."
Eric Duncan, president, Xhibit Solutions Inc.

8
"Consider rentals if you're concerned about your company's carbon footprint, because it makes no sense to build and then discard a booth after its last show."
Laura Palker, CEO, Trade Show Solutions Center LLC

9
"Lower financial liabilities are the most noteworthy rental advantage. Those liabilities include storage, maintenance, insurance, and disposal fees at the end of your exhibit's lifetime."
Steve Schaff, vice president of business development, Plus Studios LLC

10
"Stale stock-rental designs with limited branding are becoming a thing of the past. When done right, today's rental is indistinguishable from a fully custom exhibit."
Shawn Lacagnina, director of sales and marketing, Skyline Exhibits-Houston


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