Marshall Yard:

By: Lauren Rickert

Trade shows are parades…in reverse. Your “float” is your exhibit—an integral cog in your well-oiled marketing machine. It’s essential that you understand the financial and logistical realities of the trade show industry if you’re to capitalize on this prime opportunity to market yourself, your organization and your product:

1) DEFINE MARKETING OBJECTIVES

2) ESTABLISH A REALISTIC BUDGET

3) RENT OR PURCHASE AN EXHIBIT—OUR PROCESS

Defining your Marketing Objectives

“We need to accomplish so many things at this show. What should I focus on first?   “Your primary objective at every trade show should be to promote your product or service. Are you introducing a new service? Putting a fresh twist on a familiar product? Promoting your product or service will consequently help you:– Secure or elevate your position in the industry;

– Attract potential buyers
– Enhance your relationships with existing buyers
– Strengthen or redefine the industry’s perception of your organization
– Invigorate market share

Establishing a Realistic Budget  “Where’s my money going?”  “Money is precious these days and you will spend a lot of it exhibiting at a trade show. A generous portion of your budget—approximately 30%—should be devoted to expenditures that will help promote your product or service (exhibit components, graphics, advertising, etc.) The rest of your money will go towards:– Floor space at the show—approx. 33%  *average cost for floor space in the U.S. is about $22 / sq.ft.– Travel accommodations—approx. 18% – Services (shipping, installation/dismantle & drayage)—approx. 12%– Misc. (A/V equipment, decoration, extra labor, etc.)—approx. 7%Some exhibit houses include basic services in their initial estimates; some do not. Likewise, some exhibit houses include the cost of graphics in their initial estimates—others don’t. Our custom rental exhibits tend to run about $50 / sq.ft. and our custom exhibits for purchase run about $150 / sq.ft. These estimates include graphics, carpeting and all necessary exhibit components. Service and miscellaneous costs are additional and can vary significantly, depending on the show’s location, size of your space and labor regulations specific to the venue. We will, however, make you aware of these costs up front.Keep your primary objective in mind when deciding on where to place your money. You’ll want to invest in things that offer a return on your investment;

WILL promote my product /offer a return on investment - A business lunch with potential buyers- Informative CDs or attractive literature- An innovative, strategically-designed exhibit

WON’T promote my product /offer a return on investment- A whirlpool suite at a Five-Star hotel- Giveaways that don’t represent our product- An archaic display I’ll set up with my brother-in-law “How can I keep track of all my expenses and avoid surprises?”Ask questions and create a spreadsheet. Establish a list of costs you know you’ll incur (see above). Record pre-show estimates, actual costs and any additional expenses. Reference the information when planning your next exhibition.

Catalyst’s Process  “I know my objective and I’m aware of my budget requirements. What now?      “ You need a tangible marketing tool—the quintessential catalyst for promoting your product or service. You need an exhibit. We offer custom rental exhibits and custom exhibits for purchase. Every project, regardless of size, is handled with professionalism, efficiency and respect for the client’s time and effort.You will first be referred to an Account Executive (AE). The AE will gather and communicate such information as:- Dates and location of the show;

- Rules and regulations specific to the venue
- Budgetary constraints
- Floor plans
- Images of your existing or past designs, if applicable
- Specific company information (corporate profile, logos, Website images, etc.) The AE then schedules an input meeting (via conference call or on-site meeting), during which you’ll have an opportunity to speak directly with the designer chosen for your project. The AE is also part of this meeting. You will communicate your specific design requirements, desired function of the space and marketing objectives. While we’re certainly interested in the logistical elements of your exhibit, a great deal of emphasis is placed on promoting your product or service. Ideal designs are created when we know why a client is exhibiting and what he or she hopes to achieve by doing so.The project then moves into the design phase. A team of professional designers, detailers and graphic artists work together to:- Translate your marketing objectives into functional exhibit elements;

- Design to accommodate attendee processing and product placement
- Create an image that reflects your corporate identity, industry characteristics and attracts your target audienceYou will be presented with full-color design renderings and an accompanying proposal about two weeks later. The proposal will contain a schedule of activities, itemized exhibit components and payment terms. The solution we present would ideally be the cat’s meow. However, we realize that sometimes modifications are necessary—your design will be flexible enough to accommodate any changes you might require.

F.A.Q.s“Which is more cost-effective, buying or renting an exhibit? “Custom rentals are best for organizations that:

· Exhibit at a few key shows/year
· Undergo regular marketing changes
· Readily introduce new product lines or services
· Vary in booth size for every showCustom exhibit purchases are most suited for organizations that:
· Have consistent marketing strategies
· Exhibit at multiple shows/year
· Can allow for long-term (approx. 5 yrs.) depreciation

“How can we measure our success at the show?”

- Invest in an electronic lead retrieving unit (available through show services)— scan attendees’ badges as they approach your booth

- Follow up with prospective buyers after the show

- Track post-show sales Survey any existing buyers who attended the show: what was their reaction to your exhibit? Did they feel welcomed? Informed? Did you communicate a clear message?“

I think I’m ready take the leap. Where should I start?” 

Kevin continue’s to eat, and continue’s to grow, with the addition of lettuce and spinach lately, he asked what other grub he could be munching on, which in turn got us thinking about;  The World Wide Foods 2007 Trade Show which will be held at McCormick place on October 24th-26th, 2007.   

If your company has anything to do with the Food & Dairy Industry, this is a place to be to promote your business solutions.  With over one million square feet of exhibit space, and over a thousand suppliers, the opportunity for networking is fantastic.   On hand will be the latest and greatest in processing software, supplies, and much more.  I really did not grasp all the topics that could be covered at an expo such as this,  Safety of Food Handling, Chemicals that are used in the packages, from candy bars to fast food french fry packaging and last but not least responsibilities to customer needs when deliverying products. 

There will be hours of education for anyone in the industry from plant managers to quality control professionals.  Exhibiting at Worldwide foods has proved to be a value to several of exhibitors past.   The AMI Expo and IDFA Expo will be hosted within the confines of McCormick Place as well, AMI will be focusing on Meat, Poultry & Seafood - I told Kevin there would be no turtle soup served! The IDFA is focused on the Food, Dairy & Beverage. 

With key decision makers and heavy hitters attending the expo, it is a great place to network and get your products knowledged and get a bite out of the competition.   Why not spice up your exhibit booth and draw in the attention of the prospects that are waiting for you at the Worldwide Food 2007 Trade Show. 

The SEMA Trade Show is hitting Las Vegas October 30th, 2007 - November 2nd, 2007! The event will be taking place at the Las Vegas Convention Center, the showcase of exhibitors spans over two million square feet.    Las Vegas alone has over 9.5 million square feet of meeting and exhibit space city wide.

SEMA 2006 drew in over 50,000 Domestic and International buyers. 

The demand for performance automotive products has taken on an entire new attitude since the Fast & Furious craze began.  Performance products will not be alone on the trade show floor, among exhibitors are automotive accessories, restoration products and motorsports.  The exhibitors this year will fall into eleven different categories.

Finding educational programs to further enhance your automotive needs will also be part of the SEMA Show, with demonstrations and seminars for any enthusiast, as well as many other opportunities for networking with automotive industrial leaders.

“How to Win & Keep Customers” is among one of the events that will be taking place at the beginning of the show.   Learning to communicate with your potential customers is part of exhibit etiquette and boothmanship.  When you decide exhibiting is the market strategy that is best suited for you;  an exhibit house that helps you portray your company and helps the launch of new products in a dazzling and creative way, will allow you to focus more on the potential client.

Catalyst Exhibits, Inc. - Our core business is divided into two interrelated segments - custom rental solutions and what we refer to as a “program.”  This distinction however is purely internal to our exhibit house, we work with all clients in the same way. 

We aren’t simply looking for more clients; we are looking for clients with whom we can build relationships that foster mutual trade show success.  If you are simply shopping for the cheapest frieght options, we may not be the best choice.  If you are looking for a partner to help you grow your business, we are a better fit.

Our mission is to conceive, create, deliver and manage experiences on and around the exhibit space and the trade show floor, not just within it. 

What does this mean? Depending upon your needs, you might call it an exhibit, an exhibit program, a custom installation in a consumer environment or a VIP experience.  You might need to reach an audience outside of the traditional exhibit venue.  You might want to create an experience elsewhere that drives traffic into the trade show environment.  You might want to get your team fired up. Or you might want to launch a product.

We live where design meets message to most effectively foster success. 

We certainly consider our deliverables solutions to our clients’ challenges-why else would we be in business? Our solutions, though, extend far beyond exhibit design, exhibit engineering, craftmanship and logistics-to experiential trade show marketing, unconventional financial solutions and innovative environments, including custom rentals.  We’d love to learn about your challenges.  By giving us some idea of your marketing strategies and your upcoming trade shows, we can help you develop a plan for success!

Dan runs the CNC Machine out in the shop, that stands for Computer Numerical Control, Dan said they can run any part on this machine, motion control is a basic function of the CNC Machine, motion is actuated by servo motors, not like before with cranks & hand wheels.   Throwing around words like Interpolation, which is: a mathematical method of creating missing data. An image can be increased from 100 pixels to 200 pixels through interpolation.   Dan came to Catalyst in 2000, 2003, 2006? His stint in the joint this time is going on over a year.  The first time he came to Catalyst, albeit, he enjoyed it and said it was a great place to work. Deciding he needed to finish his internship he went on to green pastures.  (or so he thought)  Dan came back to Catalyst, and once again had to interview with Andy for the position, again he enjoyed it but then got ancy and decided he was going to try his hand at something else, in yet another greener pasture.  Being that he is back, I’d say that pasture was not as green and perhaps he stepped in a pile of something.Originally from Streamwood, and going through the entire Streamwood school system from kindergarten to the end, he said he doesn’t miss it, nor would he ever think of moving back. He still keeps in contact with a friend, Nick, which he grew up with and has known for 25 years.

Moving to Crystal Lake in ’03, with his wife, they will celebrate their 5^th year anniversary in December.  Dan has two children ages, 4 and 2 and spends a lot of his time chasing them around.  His hobbies are keeping up his house and his lawn, enjoying summer way more than winter, he would love to travel to Puerto Rico at some point in his life.  Come Labor Day, you can find Dan down in Southern Illinois visiting relatives; he would like them to meet his wife and kids. 

AHR Expo is coming to New York, for the first time in 17 years, the AHR Expo for HVAC&R Industry Professionals will be at Javits Convention Center.  January 22nd-24th, 2008 will bring forth a wealth of information at AHR Expo, buy, sell, network and learn is what Kevin & I read on the website.  (Kevin is sleeping under his heat lamp right now-ain’t he the cutest) Before his nap, he said he loved the heat lamp, and would I investigate anything related.   Actually, I need a heat lamp, its like the arctic back here!

With the AHR Expo being housed in the Empire State Region, the attendance is supposed to climb.  This is the biggest residential and commercial HVAC&R area in the market in the U.S.   With hopes of drawing in many more attendees and exhibitors who have not had a chance to attend in the past.

With 1500 Exhibitors already signed up, there are many more international companies from over 30 various countries.   According to a survey from AHR 2007, 95% of the visitors said they found products & information to improve their business operations. 

Planning and preparation of your trade show exhibit can improve your effectiveness, and give you a better edge after the show ends.  Involving management shows a deep support team and the process of setting trade show goals can come full circle and your achievements can be astounding.

HVAC equipment is expected to grow to a 14.5 billion dollar buisness by 2019, planning to exhibit at AHR Expo could be of great value in trying to grow your business, with new and exciting features being offered at this years AHR Expo, education in new technologies and networking are among several possibilites.

Oh yet again,. Kevin pooped in the cooler, remind me, not to load that one up with Corona’s anytime soon.  The ride home was an adventure.  If I get in an accident, whats going to happen when Kevin flys out of the cooler? I thought of that while driving and paying more attention to him trying to escape the mini six packer’r that he is packed in for his venture to my house. 

Who would ever look in for a turtle being transported? Not me? Any paramedics out there that would? Hmmm….a cooler that looks like it was pooped in? I doubt the first thought would be what was in there other than some food.  A sloppy cooler carrier?

Turtles can carry salmonela, so it is a good habit to get in to always wash your hands after you touch them, or handle anything.. such as the disgusting cooler! I got him home, and chose a few more rocks from the garden, which mind you, I got eaten by mosquito’s while trying to pick the right ones for his weekend visit to my house, its like a volleyball team of mosquito’s out there, and we the humans are their ball!

Kevin-loveD the spinach that I fed him, his mommy told me I could..and that made him a bit more active on his weekend hiatus!

Kevin dug out some pictures of Catalyst Exhibits, Inc. annual Dog Day from a few years back and wanted to share a few tid bids on Pet Care and the Global Pet Expo Trade Show 2008. This year the trade show will be taking place on February 14th-16th, 2008 at the San Diego Convention Center.   In 2007 there were over 760 Exhibitors that attended and took up over 230,000 square feet of exhibit space. 

If you are attending the expo as an exhibitor, keep in mind that this is over a 41 billion dollar business.  With pet’s becoming part of our families, and being subjected to many more environmental issues, you will want your exhibit to make an impact, you’ll want your exhibit to be what you want your products to be.  Build a better trade show image with a great marketing program, attending trade shows can be time consuming, finding an inspired exhibit company can help make that process a bit more simple.  Allowing you more time to focus on the your prospects, and making them feel comfortable with your knowledge of the products & services you are exhibiting. A innovative exhibit company helps you intertwine the details of your product, services & knowledge blending them together for you in an eye catching, creatively cool trade show display.

Kevin wanted me to share with you his excitement from the other day.. WORMS! He loves eating worms, trust me, we have no shortage of rain so the pickings in the parking lot are great.  The more plump the better in his book.  He asked that I share with you some things not to feed your pets;

Foods to Avoid Feeding Your Pet
- Alcoholic beverages (Stanley my cat would be very upset at this one - he finds open beer delightful)
- Avocado
- Chocolate (all forms)
- Coffee (all forms)
- Fatty foods
- Macadamia nuts
- Moldy or spoiled foods
- Onions, onion powder
- Raisins and grapes
- Salt
- Yeast dough
- Garlic
- Products sweetened with xylitol

Kevin took a little trip into my office yesterday while his 40 gallon habitat was cleaned of turtle dookie, a chore that the girls need to do about every two weeks.  Yeah..yeah.., I will get to CES Trade Show 2008  in a moment, but for all you turtle surfers, I’ve gotta give you a little tip; I thought you needed to completely empty the tank, but one of the ladies..(haha) if you could hear her mouth..you’d understand, told me that you actually don’t empty it completely, it does need to have some level of bacteria left in it.  

CES Trade Show 2008 will be held January 7th-10th, in Las Vegas with Bill Gates kicking off as the keynote speaker.   While Kevin was in my office, he took a liking to the keyboard, and the questions about technology started flying out his little muppet mouth.

Catalyst Exhibits, Inc. represented four clients at CES last year, the custom exhibits that were designed for CES ranged from 30′ x 30′, 55′ x 60′ and a meeting room that was 4200 square feet.   Exhibitors at CES range from Home Networking, Gaming, Audio Visual and Wireless Technologies, just to name a few.  Emerging technolgies are coming forth at lighting speed, and as we sit at our computers its not surprising in the least that they are outdated, and considered dinasours.  Actually, the moment they shipped from the factory, they have been put on the endangered list.

Don’t look at “creative” to be a garnish on the rim of a cocktail, creative approach should extend to everything you do when it comes to the exhibit solution and experience.  Finding financial solutions, overcoming logistical hurdles, and yes, even the innovative materials that go into the end result of an exhibit. 

We believe that everything communicates..not just the design of the exhibit, but the execution thereof, the manner in which the exhibit is managed and what happens with it.  Learning about your needs,  we want to maximize your investment dollars to meet real business goals.  

Creating experiences is a big part of what should be done for clients when they are attending and exhibiting at trade shows.  Focusing on customer objectives and how to achieve them, flawless engineering, production, fabrication, facilitation and program management are vital.  This is where some companies struggle, mediocre execution in these areas can begin the downhill spiral.  Providing good to great execution of the above, is not providing enough.  Great execution is fundamental.  When evaluating prospective exhibit partner, pay close attention to execution, if the execution is not there, nothing is there.  

Catalyst Exhibits, Inc and Business Marekting Association recently polled BMA members and BtoB Magazine subscribers to find out what htey thought abou the value of tradeshows. Results show that using traditional measurements such as sales leads, respondends perceived a low ROI. It is time marketers embrace the challenge of refocusing on the trade show measurement discussion. The focus needs to include building and putting adollar value on benefits such as personal contact with current exhibit customers and exhibit propects, maintaining image, testing products, gathering competitive intelligence, widening expolsure, and image building; and all of this is accomplised with a solid strategy and an exhibit booth that delivers impact.

Reasearch objectives included:

• To determine the perceived value of tradeshows;
• To understand the role of trade shows and exhibits in the corporate
  marketing strategy;
• To determine how trade shows, exhibits and events rank in importance;
• To identify the perception of return on the trade show investment;
• To identify the role of impact as a trade show investment;

The survey sample of 847 was selected systematically from corporate members of the BMA by the BMA and Readex Reasearch. In addition, BtoB Magazine selected a survey sample of 9,009 from e-newsletter and print subscribers.

Trade shows can be an important aspect of a company’s marketing plan. Over three in four, 77 percent, of respondents indicated their companies exhibit at trade shows. In fact, those whose companies exhibit at trade shows, trade show conventions, indicated their companies exhibited at just over 18, on average in 2006, and 36 perscent plan to exhibit at more trade shows in 2007.

Tradeshows are viewed as more important for the leads they generate than for direct sales. Respondents whose companies exhibit at tradeshows indicated generating leads, 84 percent; building brand/identity awareness, 81 percent; and/or furthering relationship with customers. 74 percent, are important factors to their companies in their decisions to exhibit at trade shows.

The importance placed on generating leads is supported by companies’ measurements of return on investment. The highest proportions of those respondents whose companies have booths at trade shows indicated their companies and senior management measure the value of exhibiting at tradeshows by the number of leads generated (82 percent and 64 percent, respectively). Yet almost have those companies who exhibit at tradeshows are not seeing the hard results they want.

There seems to be some disconnect between respondents’ opinions of the value of tradeshows and what they perceive as senior managements’ opinion of their value. When compared with other marekting and sales initiatives, 39 percent of respondents whose companies exhibit at trade shows, consider them valuable to their companies. Yet only 32 percent think senior management would indicate them as valuable.

There is interest in having data to support trade show measurements. Fifty-seven percent indicated they would be interested in supporting an industry-wide initiative to audit and pulish attendance data on key trade shows and exhibit events. Additionally, about three in four would be interested in haveing BMA publish the impact of pre-trade show marketing, 76 percent; overall ROI of trade shows and conventions, 76 percent and/or the impact of post-trade show and convention marekting, 74 percent.

Online events do not appear to significantly impact the effectiveness of tradeshows. Among those whose companies exhibit at tradeshows, 7 percent indicated online events have increased and 8 percent indicated they have decreased the effectiveness of the tradeshows where companies have exhibited. Howeever, 41 percent indicated they don’t know, perhaps suggesting the need for some direct measurements of the impact of online events.Nearly all, 93 percent, of respondents whose companies exhibit at tradeshows are involved in some way with developing and implementing exhibit booths, and trade show marketing strategies. On average, they devote mere 16.9 percent of their time to these strategies.

Interpreting the Results
From the survey, four things are clear and they all have to do with ROI:

1. Everyone requires results
2. Three out of four organizations have exhibit booths at tradeshows, with an average of 18 tradeshows per year
3. Almost half of those organizations believe they are not seeing results
4. Of that same group of organizations - of whom almost half fail to see results - 74 percent will exhibit at the same level or higher next year

Maybe the problem is in how companies measure ROI.

How Do Experts Measure ROI?

The survey goes into detail as to methods of measuring ROI. How is it being tried? What is being compared? How many respondents are feeling the pressure to measure it? But the net result remains that real communications ROI doesn’t appear to exist. The good news is that real communications ROI does exist, but not in the traditional sense CFO’s and others are used to demanding.

Lights, Camera, Action!  LDI 2007 - Kevin (the Mississippi Map Mascot) was sunbathing under his heat lamp, and was daydreaming about being on the big screen.  Kevin decided to call  some old relatives and ran across his family tree, not even realizing his ancestory he discovered he was related to Gamera, remember Gamera? From Godzilla.  Kevin got very curious about the live entertainment industry, not sure he will follow in Gamera’s footsteps but  I directed him to LDI Tradeshow 2007 - November 12-18th, 2007, Orange County Convention Center in Orlando Florida.

LDI is where there is an abundance of technologies for the live entertainment; industry, lighting, audio, special effects, projection and staging are just a few topics that are covered in several educational seminars and events through out the week. 

400 vendors were the last LDI tradeshow,  covering cutting edge topics.  LDI has been taking place for 20 years. A well know name  that exhibits at LDI tradeshow is Rose Brand, this is truly a success story worth reading; read how Rose Brand decided to start exhibiting at trade shows and the impact it has had for them.  Rose Brand started out selling cleaning cloths, and over the years developed into selling theatrical cloths and now if there is something you need in the entertainment industry, it is most likely that Rose Brand can help you. 

Looking for answers about starting to exhibit?

With the ever changing needs of marketing, tradeshow display exhibits are one of the profound marketing pieces, when you are in the process of your exhibit decision when you keep in mind some of the following, your experience in the tradeshow market will be better enhanced.

Your exhibit environment should communicate excellence and focus, keeping clean lines and spaces are critical.  Creating comfortable and organized spaces - organization is essential, it is important to realize that we can sell retail ideas without duplicating the retail experience. Tradeshows should not be a retail experience.  Wanting the exhibit space to transcend retail parameters.  It is about the brannd, and that’s about the feelings.  This is important too, while its abstract, it is nonetheless real. 

Create the feeling of brand, leverage what you have done so far, and take it further. 

Engender a feeling of hospitality beyond that which some might expect.  Do not think in terms of clients, think in terms of guests.  You want them to feel comfortable, confident and cared for.  Your tradeshow display should reflect leadership, in products, service and ideology.

I did run Kevin back to the confines of the busy trade show sales department today, he was glad to be home, and swam like there was no tomorrow. Doing backflips for food! He’s a crazy little bugger!

 Being that Kevin is from Mississippi, he asked that I share with you about the movie we watched over the weekend. Black Snake Moan - Starring Samuel L Jackson.  If you like Mississippi Blues Music, this is one great soundtrack - the movie started out rough, but was well worth the wait. 

Face it, we are all disfunctional in our own way, but this sure brought it to light that some are far more than others, and we can make it.  With a great blues background soundtrack! So, before you race off to make plans for your next exhibit,  take some time up the soundtrack.

Holy Crap…and that ain’t no lie - Kevin came home with me, sported in his little blue cooler, mind you, its a ten minute drive, and he just pooped it all up! I’ve changed his water this morning - and Im sure I will be doing it again by nightfall!

Over the years the way exhibitors view trade shows has changed from nomumental structures to marketing with architecture.  Understanding clients goals, needs and requirements is the begining steps of forming a lasting business relationship.  Providing a three dimensional marketing tool for clients  can exceed all three of the above.  Why complicate this philosophy, when clients are looking for solutions, this helps provide them with the right solution.

Definition of Catalyst: A substance able to increase the rate of reaction without itself being consumed or changed by the reaction.  Catalysts are used to speed up many reactions that would otherwise take place to slowly too be practical.

This past year was very full of interesting booth designs at the KBIS Trade Show - it was quite amazing to see the entire bathroom exhibit go up in the back of Catalyst.

Kevin was doing back flips in his tank, which the water is getting murky and needs to be changed soon, but he loved reading the newmradio blog, and the trivia questions! He called my husband last night, yeah-thanks Kevin for waking me up, and he asked him for some obscure trivia.. here one of the questions he came up with?

Name the band that Elton John & Rod Stewart were in together?

When you first enter into the trade show circuit, there are several reasons to choose an exhibit house that will best help you display your new product.  Launching a new product - as Siemens Medical did at the recent SNM Trade Show, will have a profound impact on your future growth & success. 

When partnering with an exhibit house, you are getting into the arena of event marketing as well.  A well rounded team is needed for graphics and imagery which will help give you the visual effect desired, leading to an exhibit that is pleasing to the eye and welcoming to prospective clients.  New Product Launches and a well designed, powerful exhibit will generate leads and increase sales.

 Interop will be taking place at Javits Convention Center in New York on October 22nd-26th, 2007.   Showcasing new technologies and the latest in IT.   There will be over 200 exhibits, and you will be able to get live demo’s with the latest and greatest in new technology.

Wireless Networks, Wireless Phones, Internet, Google, and Blogging, Kevin is a little confused so he dug deep into the tank and dug out his phone and decided to make some calls over the weekend. 

Given the headache we have had in the last few weeks over our new VPS - Virtual Private Server.  Kevin called me, SINCE the girls wouldn’t let him go home with me on his scheduled sleep over.  He asked that I give him some information on some of the technologies that will be showcased at this upcoming trade show.   Interop 2007 in October is actually going to be four trade shows in one! You will be able to attend Interop, VoiceCon, Mobile Business Expo and Outsource World ! I told him that the new VPS system that we have gotten has been a nightmare, not only for our inhouse IT guy, but for those involved with the walls of Catalyst Exhibits, Inc. With email going down mid week, and no answer from our VPS hosting company for over an hour, we all got some time to catch up on human contact. 

I explained to Kevin the in’s and outs of wireless communication, and he felt that he would stick with his land line.  He may be looking to borrow someone’s rollover minutes as he travels more, and is really intersted in getting in Nancy’s suitcase the next time she is out on the road.  

Okay, when I stumbled on to the Booth Crawl, that really intrigued out little mississippi map lush.. I mean mascot! He is going to pack his own bags and his martini & margarita glasses, and head out for the booth crawl.  Its a wonder how he fits in here so well!

Leave it to the boys in back - they decided they were going to wrap his mother’s car, not his mind you in Saran Wrap! Along with the metal shipping straps for large exhibits and displays that go out of the joint!

Wait til Trevor’s mom see’s the scratches!

[youtube=http://www.youtube.com/watch?v=T5nESI_lQ7A]

Seeking out his morning brew, he ran across this email in his inbox, and had to share it.  Being the clean creature he is….NOT, it struck his little turtle funny bone! The original email was a complaint of dirty coffee mugs left in the conference room:  The follow up email was broadcast from one of our own account executives, after a long day, tucked in her office in the sub zero weather of our sales department, since Deb is flashing, we do have to keep the air cranked! Back to the email.

To the team:

Oh, alas, I am the culprit!  I must throw myself at the mercy of those that this has greatly affected and must beg for your forgiveness for my cruel and thoughtless actions.  Please know that this is something I have been struggling with for quite some time and my secret is finally out.  Hi.  My name is Mary and I am a member of Those Who Leave Coffee Cups Behind in Conference Rooms Anonymous.  I hardly slept a wink last night knowing that someone, somehow would happen upon the coffee cup used by my client that I so carelessly left behind for someone else to bear the burden of having to remove from the room and realize that I am indeed a member of Those Who Leave Coffee Cups Behind in Conference Rooms Anonymous (a founding member, I must add.)  Oh, if you only knew the anguish and pain this has caused in my life.  I find it affecting many aspects of my life.  For example, once I left the coffee pot on ALL NIGHT LONG!!!!  That’s when I hit rock bottom and knew I had a problem and must confront it head on.  So I ask you for your patience as I battle this struggle and appreciate all of your support so that I can one day be a member of the Those Who NEVER Leave Cups Behind in Conference Rooms, as apparently some of you are! 

Zen Gardens help the mind and calm the nerves.  The Zen Garden in Account Management was the first I spotted at Catalyst – I wondered what the person was thinking as they quietly raked the delicate sand and rocks. This prompted me to place one up at the reception desk and  I noticed people (almost instinctively) drawn to the Garden. Patterns created included circles, zig-zags, straight lines and completely smooth surfaces.  What do these patterns represent?  Oddly enough, desk-dwellers and “creative minds” at Catalyst often raked very simple patterns…but individuals whose work is more physical raked elaborate, intricate designs.

My own interpretation is that, through the Zen Garden, people rid themselves of mental clutter and stored energy – in a manner seemingly inconsistent with their daily routines.

Stepping away from deadlines, shipments, phone calls and schedules for just a moment nurturs a sort of mental deep breath.  What happens when the solution to a problem alludes you? Often the remedy is made clear after you’ve put it aside for a while.Researchers tracked 23,861 healthy Greek adults for an average of six years.  Those who napped for a half hour three times a week revealed a 37% lower risk of expiring from a heart attack.  Rejuvenation in any form does a body good. Enjoying only a minute or two of untrained thought can give us a fresh mind and a more positive approach.  Allow a cleaner channel for creative thought and for physical performance.Have you ever created shortcuts on your desktop? Have these desktop icons become visual clutter on your screen? When you look at the icons on your desktop that you created for ease of use, do you realize the tracking clutter you are creating? When you have to spend more than 30 seconds searching that cluttered desktop you are only creating mental cobwebs that inventibly catch more clutter. When you simplify your surroundings, you release all the chaos that often goes unnoticed.Simplicity is the antidote for chaos. What better form of simplicity than powdered, white sand?Any type of relaxation techniques you can choose from out there will reduce negativity and your reactions to any negativity around you.  When you choose to allow any negative into your life or build up during routine activities of your day, you wear down you ability to fight off illness, emotional well being and become less productive in the long run.   

Whether you are attending the ISSA Trade Show for Janitorial Supplies or you are attending the CES Trade Show for Consumer Electronics, a good rule of thumb is to always pre-register.  You do not want to be waiting like a herd of turtles (no offense Kevin) in anticipation of viewing the latest and greatest in vacuums and toilet paper. (Toilet Paper-it is a little known fact, I the writer used to work for a Janitorial Supplies Rep-also a Kevin- are we seeing  a trend here? - borrowing from the samples was part of the job, and to my utter dismay, I now have to purchase toilet paper, and its outrageously priced) .

Map out your plan for which exhibits and displays you would like to visit.  The trade show websites always supply great resources and most have online maps of where the exhibitors are going to be located.  Print it out and plan your attack.

Kevin was digging through some old files and found this amazing.  The funky trade show display that went up at RSNA 2006 for Siemens Medical, (Kevin was watching old time tv, hence “funky” he thought he could start a trend and bring back some of the old phrases) anyhow,  he couldnt belive the transformation before the doors open at the trade show.  Siemens Medical ups leads by 32%!

Giving you a before and after - it is amazing the hours of preparation that go into the exhibit building and the process.  Not only do trade show displays need to go up at the convention center - but they also need to be built in the exhibit house to make sure everything is exactly where it is supposed to be.  Just don’t give Kevin any power tools, he may end up putting holes where they shouldnt be.

Intersting stories on: exhibit booth