INNOVATION
When in Doubt, Use Penguins
Magnussen Home Furnishings Inc. employs a group of flightless African birds to continue its unique trade show tradition — generating a 20-percent increase in attendees.

QUIZ
Do You Know Your Assn.
From Your Elbow? (PDF)
Several organizations and associations support the exhibit industry. But which one does what? Test your knowledge in this month’s quiz.

PROGRAM MANAGEMENT
Show Selection: The Five-Step Shuffle
Skip Cox explains the fancy footwork behind his five-step method to selecting the right shows to meet your goals.

PORTFOLIO
A Welcome Change
Exhibit reception desks are as predictable as celebrity breakups. Take a lesson from these six reception desks and surprise attendees with a little something different.

RESEARCH
Saving Lost Customers:
Inspiration from The Home Depot
After a 30-percent loss in revenue, Word Distribution takes a tip from The Home Depot and creates an exhibit strategy based on customer education. Despite a 24-percent drop in qualified buyers at the show, the customer-centric strategy maintains the previous year’s results and helps rebuild Word’s reputation.