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January 2009 Feature Articles

 Audits and Surveys: What You Don’t Know Could Cost You Learn how trade show audits and surveys provide accountability and validation.
10 Small-Booth Graphics Mistakes Limited exhibit real estate doesn’t necessarily mean limited messaging. We show you the most common graphics errors along with 10 rules to follow to maximize the space you have.
Foam and Function Neon-green pool noodles, white refrigerators, and a clever call to action result in a 49-percent decrease in cost per high-quality lead for Exhibit Concepts Inc. at EXHIBITOR2007.
Personal Space Closing the deal just got easier for these six exhibitors, whose in-booth meeting rooms come out of the cramped closet and sprawl out in suite sophistication.
Beach Party Plaza Las Americas Inc. brings the ocean to Las Vegas during the International Council of Shopping Centers Spring Convention, setting the scene in its exhibit for a relaxing day at the beach.
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February 2009 Feature Articles

 EXHIBITOR Magazine’s 11th Annual All-Star Awards Honoring the individual accomplishments of trade show exhibit managers.

Let Them Eat Cupcake To appeal to the discerning design palate of attendees and press at the Kitchen/Bath Industry Show and Conference, Lisa Rowland and AB Electrolux serve up thousands of cupcakes — and pull in 7 million media impressions.
Honeywell’s Smart Restart A fact-finding mission proves fruitful for Honeywell Process Solutions’ Mara Weber, who uses external research to evaluate her company’s trade show program.
Research to the Rescue Amy Gregory of Hill’s Pet Nutrition Inc. responds to a shift in her company’s target audience by creating an exhibit that drives a 41-percent increase in booth traffic.
Clutter Cutter A clever bidding process and streamlined exhibit design helps Rick Dunlap save SMC Corp. $450,000 — and results in a nearly 60-percent increase in leads.
Put a Lid on It It’s a bird! It’s a plane! It’s ... ceiling structures. These six exhibitors know what it takes to keep attendees eyes on the sky.
Exhibiting 101 Is Rental Right for You?


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March 2009 Feature Articles

 International Exhibiting Guide Insider tips, tricks, and advice to help you exhibit successfully in São Paolo, Brazil; Dusseldorf, Germany; and Tokyo, Japan.
Lead the Way Don’t let another lead fall through the cracks. We’ve outlined 10 tips on how to track your leads from beginning to end — and save your company’s trade show program in the process.
Industry Update In this rocky economy, it’s best to stick to the facts. We’ve polled hundreds of exhibit managers to find out how their budgets and financial outlook stack up for 2009. How does yours compare?
The Pucker-Up Promotion A mystery-flavor lip-balm promotion generates word-of-mouth buzz and $1 million in business for Snugz USA Inc.
Theme Weavers Taking their cue from Walt Disney, three companies craft booth themes that turn plain old exhibits into show-floor destinations.
Sci-Fi Design Grundig Intermedia GmbH sets itself light years apart from competitors by masterminding an out-of-this-world exhibit.

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April 2009 Feature Articles

 Om on the Range An eclectic mix of natural materials comes together in peace and harmony for Prana Inc. at the Outdoor Retailer Summer Market.
Olfa’s Retro Fix Utility-knife maker Olfa Corp. sticks it to the competition with a series of integrated programs that decrease its cost per lead by 85 percent over two years.
Trade Show Trends Are you concerned about the future of face-to-face marketing? Ever wonder if exhibiting even impacts attendees’ purchasing decisions? Check out the results from Exhibit Surveys Inc.’s annual Trade Show Trends report to find out if trade shows are still worth the investment.
Nip/Tuck: 54 Ways to Cut Your Costs When it comes to slicing your trade show budget, forgo the hatchet in favor of the scalpel. We’ve polled 20 industry movers and shakers to get their tips on how to trim the fat without lacerating your program’s lifeline.
Public Displays of Perfection Six companies exploit the voyeuristic nature of attendees by elevating their product displays from pedestrian showcases to full-on works of art.


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May 2009 Feature Articles

 EXHIBITOR Magazine’s 23rd Annual Exhibit Design Awards Honoring the world’s best trade show exhibit designs.

The Great Wall Walls are usually built to keep people at bay, but not at EuroShop 2008. Comprising 8,100 cardboard tubes, this wall-inspired exhibit for Projektpilot GmbH proves as interactive as it is arresting, claiming this year’s EDGE Award for Exhibit Design and Graphic Excellence.
Soothe Operator A whimsical sense of rediscovery inspires Derse Inc. to re-imagine the famed Spanish Steps and create a gathering space for attendees at EXHIBITOR2008 — a move that inspires judges to grant it a Gold Award.
A Womb With a View Kohlhaas Messebau GmbH & Co. KG envelopes booth visitors in a series of fabric-covered, wooden-framed partitions for this Silver Award-winning exhibit.
Romancing the Stone Ueberholz GmbH knows how to rock out. To prove it has the stones to back up its rock-star status, the Wuppertal, Germany-based exhibit-design firm hauls 8 tons of sandstone into its exhibit — and hauls home a Gold Award to boot.
Cutting a Rug To highlight its “carpetecture” concept at Interieur Kortrijk 2008, Dutch carpet manufacturer Desso Holding NV enlists the help of Munich, Germany-based Tulp Design to create a multi-planed Silver Award-winning structure.

... and 10 more cutting-edge Exhibit Design Award winners!




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June 2009 Feature Articles

 Waste Watchers Strapped with tight budgets, three clever exhibitors beg, borrow, and deal to make something out of nothing.
State of the Industry According to the Center for Exhibition Industry Research, 2008 marked the exhibit industry’s first annual decline since 2002.
This is a Test Does your team come to a screeching halt when faced with trade show mishaps? Prepare for the unexpected by training your staffers to think on their feet.
Hoodman to the Rescue Hoodman Corp. goes from being a barely visible sidekick to a lead competitor in the memory-card market with an inflatable exhibit structure.
Read All About It! There’s no industry bible for exhibit marketing, but there are more than a few tomes that are worth checking out. We polled our editorial advisory board members to get their top picks for EXHIBITOR’s first Summer Reading List.
Take Your Seats From curvaceous to contemporary, these six samples of exhibit seating are anything but conventional.

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July 2009 Feature Articles

 EXHIBITOR Magazine’s 23rd Annual Salary Survey The good news is that salaries increased for the 13th consecutive year, despite economic uncertainty. The bad news, on the other hand, is that the amount of extra compensation received is down 6 percent, all but negating the 0.9-percent increase in base salary. As a result, the average exhibit and event professional made $3 more in 2009 than in 2008 — which won’t even buy them a vanilla latte at the nearest Starbucks. Check out the charts, graphs, breakdowns, and comparisons to see how the 13 salaries we researched measure up.

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August 2009 Feature Articles

 Exhibitor Magazine’s First Annual Product Design Awards Honoring excellence in exhibit- and event-related product design.
Trade Shows 2.0 - Part One In part one of this two-part Web 2.0 primer for exhibitors, we take you through three social media tools — Twitter, Facebook, and LinkedIn — that can help bolster your presence on the trade show floor.
Great Divides Good walls keep people in — better walls give them something to look at. We’ve compiled six examples of exterior walls that go above and beyond simple structures and become artistic statements.
Come One, Come Few Agfa Graphics N.V. takes issue with the phrase “the more, the merrier,” and instead implements a “no tourists” strategy that consists of customer-pampering activities and an in-booth auction — an approach that generates more than $166 million in show-related sales.
Paper Cut You don’t have to make sweeping changes to your exhibit program to become more eco-friendly. Check out how five exhibitors retooled their approach to printed collateral literature, decreased waste, and saved a little green in the process.

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September 2009 Feature Articles

 Trade Shows 2.0: Part Two In part two of our Web 2.0 primer, we explore three more social media tools — YouTube, business blogs, and virtual trade shows. Learn how each can be incorporated into your exhibit and event program to help you connect with attendees in new, tech-savvy ways.
O. C. Tanner Moves On To rebrand itself as an innovative player in the employee-recognition industry, O.C. Tanner forgoes tradition in favor of a whimsical exhibit that increases attendance at its in-booth presentation by 50 percent.
Beyond Pipe and Drape Tired of boring pipe-and-drape walls? Don’t despair. Check out 12 alternatives to the show floor mainstay that are sure to take your small booth from frumpy to fabulous.
Show Toppers We’ve compiled six examples of exhibit-ceiling structures that raise the conventional roof to new heights — proving that when it comes to overhead elements, the sky truly is the limit.

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October 2009 Feature Articles

 EXHIBITOR Magazine's 12th Annual Sizzle Awards Honoring innovative red-hot trade show exhibit promotions.
Cisco Defends its Realm A cast of four superheroes assists Cisco Systems Inc. in tapping a new target market at the 2009 RSA Conference, generating 700 leads and 38,282 clickthroughs to its graphic-novel themed microsite.
Demo Day Camp A summer camp theme proves successful for West, a Thomson Reuters business, as it conducts a record 4,081 in-booth product demos for elusive law librarians.
Branding Irons Vifor International Inc. educates 2,000 attendees about its new iron therapy with a whimsical traffic-building activity.
The Brown-Bag Booth Equipped with half its budget, Kubik Inc. still manages to fill up attendees with an integrated program that includes clever mailers, a do-it-yourself exhibit, and fresh-baked cookies.
Rebel Sell Switch: Liberate Your Brand deploys a gaggle of guerrilla-marketing methods — complete with a guerrilla-marketing aesthetic — that helps it surpass lead-generation goals by more than 25 percent.
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November 2009 Feature Articles

 The Mmm, Mmm, Good Exhibit Kikkerland Design Inc. creates a 10-by-20-foot exhibit made of Campbell’s Soup cans that draws attention and makes a memorable statement at the 2009 International Contemporary Furniture Fair.
Budgeting: The Numbers Game It’s nearly impossible to predict exactly how much money your company will spend to exhibit at upcoming shows. However, you can use this guide — complete with all the stats and formulas you need — to figure out a ballpark budget that’s based in reality.
Special Reports Learn how to prove your exhibit program’s worth to upper-level management with a comprehensive post-show report.
On the Road To compensate for decreased trade show attendance, three different companies take matters into their own hands — and take to the open road with mobile-marketing campaigns that net increased brand awareness and remarkable ROI.
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December 2009 Feature Articles

 Illustrated Buyer's Guide The most widely-read purchasing tool in the industry.

What's That Smell? Follow your nose to an innovative sensory-marketing trend making waves on the trade show floor. Five companies infuse a little scent into their exhibit programs to lure visitors into their booth and extend their stay.
Hot and Cold To highlight the differences in design between its Delta and Brizo product lines, Delta Faucet Co. splits its booth down the middle and creates two distinct exhibit spaces at last year’s Kitchen/Bath Industry Show & Conference.
Weird Science Science fiction becomes reality with 17 new gadgets — from see-through stone to nuclear batteries — that have the potential to influence the way you exhibit.
Lemon Heads By turning lemons into lemonade, Steelhead Productions creates a tongue-in-cheek integrated marketing program that results in a 48-percent increase in booth traffic over the previous year.
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January 2010 Feature Articles

 Social Studies Want to know how social-media sites are impacting face-to-face marketing? Check out the results of our 2010 Social Media in Marketing Survey.
Where Do Broken Booths Go? Before you put your exhibit out with the trash, consult this comprehensive booth-disposal guide, complete with tips on everything from diagnosing exhibit life expectancy to common booth-refurbishment and disposal techniques.
To Bee or Not to Bee Impact Unlimited Inc. cross-pollinates a game-show parody with a buzz-themed integrated program that draws a swarm of attendees to its booth like bees to honey during the Healthcare Convention & Exhibitors Association’s Annual Meeting.
Surreal Estate Abyaar Real Estate Development Co. proves black and white are anything but neutral with an opulent 2,254-square-foot exhibit that mesmerizes attendees during the Cityscape Dubai show.
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February 2010 Feature Articles

 12th Annual All-Star Awards Honoring the individual accomplishments of trade show exhibit managers.
Mardi Gras Makeover CareerBuilder Inc.’s Adam Polaszewski takes The Big Easy by storm during the Society for Human Resource Management annual conference with a New Orleans-inspired integrated program that conjures a 65-percent increase in booth traffic.
Custom-Tailored Cost Cutting Do-it-yourself gumption and cost-cutting savvy helps Doreen Paquette keep a major industry trade show on Wacker Chemical Corp.’s docket and saves $57,450.
Fighting Words Lorna Pierno delivers a one-two punch, including boxing matches and fight-themed giveaways which generate $1 million in sales for Xirrus Inc.
Boston Tea Party Marla Merritt organizes a revolution of sorts for OrthoBanc LLC by orchestrating a tea-party-themed integrated program that brews a 700-percent uptick in showfloor sales and a 145-percent increase in leads over the previous year.
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Note: Articles from EXHIBITOR magazine issues published in 2008 and earlier are available individually for download in the Single Article PDFs section.

If you wish to obtain magazine back issues from 2008 and earlier, please contact Becky at bparkhurst@exhibitormagazine.com