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CORPORATE EVENT BACK ISSUES
   


Summer 2008 Feature Articles

 How NASCAR Drives Loyalty In an age of microscopic attention spans, NASCAR still draws more than 100,000 loyal, passionate fans of all ages to every race weekend. And according to NASCAR’s brand- and consumer-marketing guru Jim Obermeyer, variations on the NASCAR sauce can fuel your own event’s success.
Is There a Doctor in the House? To diagnose what was stunting its attendance growth, the American Academy of Family Physicians applies a popular retail-research strategy to its national event, dissecting every conference element to find the right treatment plan to restore the event’s vitality.
Mississippi Learning The University of Mississippi apologizes for its racist past with an event series that rehabilitates the school’s reputation, helping enroll thousands more students and increasing the endowment fund by 48 percent.
Three Problems, One Solution: Virtual Events Online versions of real-world events mean results and ROI for a nonprofit, a software developer, and a microprocessor maker.
ProStar’s Rock and Rollout International Truck and Engine Corp. rocks out at the early launch of a new heavy-duty long-haul cab — and builds enough buzz to last nine months until the first production model rolls off the line.
The Wizards of “Oz” Contrary to popular belief, Australian businesses make more than Foster’s Lager and surfboards. To prove that point, the country’s foreign affairs and trade department launches an event to drive investment in Australia by brokering connections between the company’s brightest innovators and U.S. executives and investors.
Second Opinion What steps can I take to improve the response rate on our attendee surveys?
Bright Ideas Donovan Neale-May, executive director of the Chief Marketing Officer Council, cites a new study that suggests conventional marketing metrics — such as tracking open and click-through rates, direct-response data, and media impressions — should be all but abandoned in favor of measuring customer affinity.

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Fall 2008 Feature Articles

 Fifth Annual Corporate EVENT Awards Five innovative programs receive honors in this year’s competition, demonstrating excellence in event-marketing strategy and proving it takes more than “wow factor” to produce a successful event with fantastic results.

The 60-Minute Brand Launch Boots the Chemists’ well-known European cosmetics line makes its way across the pond — and makes its mark on U.S. beauty editors with intimate product-themed vignettes.
Big Cat on Campus To increase brand awareness for its Meow Mix brand of cat food, Del Monte Foods opens the Meow Mix Acatemy and invites attendees to participate in feline-focused curriculum
Surreality TV Electrolux Home Products España S.A. assembles a cast of popular Spanish sitcom stars and stages a faux-reality TV show to tout its wares.
Going Keen Student ambassadors take a little-known shoe brand to new heights across 46 college campuses, putting the brand in front of more than 1 million of their fellow students.
Multi-Sensory Marketing Renault España Comercial S.A. takes automotive-media journalists on a sensorial ride to launch its new Clio 140 Hp.

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Winter 2008 Feature Articles

 Executives of the Round Table A no-sell leadership forum leads to a nearly 200-percent return on investment for CUNA Mutual Group, which hosts the collaboration-focused fete to address the industry concerns of its C-level clients.
Three Problems, One Solution: In-Home Events A personal-lubricant manufacturer, a candy company, and a stun-gun maker take the Tupperware-party model to the next level and host in-home events that result in increased sales and market share.
Primal Instincts How do you create brand evangelists for your event? Patrick Hanlon, author of “Primal Branding,” outlines a seven-part curatorial code for converting your event into a brand — and creating a cult-like following among attendees.
Speedo’s Big Splash Speedo International goes up against its rival in the swimwear market, Nike Inc., and outflanks the competition with a media-event strategy that earns massive coverage leading up to the 2008 Summer Olympics in Beijing.
Investigative Interaction The Corporate Event Marketing Association gives attendees something to talk about during its annual summit by engaging them in an interactive competition that improves their perception of the conference and fosters networking among alumni, new attendees, and board members.
HP Presents the Power of Print Hewlett-Packard Development Co. creates a two-day global conference to help customers, partners, and industry influencers understand how the strategic vision for its Imaging and Printing Group will be turned into reality. Using vignette-style “Experience Zones,” HP educates its target audience and scores major media attention.

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Spring 2009 Feature Articles

 Alltel’s Inner Circle Alltel Wireless reaches out to young Latinos in Southwest Texas with a series of live-music events that builds brand recognition and increases retail-store traffic in the region by more than 20 percent.
Three Problems, One Solution: Road Shows A tourism office, medical-device manufacturer, and clothing company travel the road to success with mobile tours that result in millions of media impressions and increased retail sales and Web site traffic.
Event Lab Exhibit and event firm Czarnowski hosts a private technology showcase that combines new gadgets and gizmos with hands-on demonstrations, resulting in a 57-percent increase in the adoption of new technology among its clientele.
Jaguar on the Catwalk Jaguar Cars Ltd. sets the stage for a hip launch event at various L.A. hotspots.
The Green Imperative Amy Spatrisano, CMP, principal of Meeting Strategies Worldwide and co-founder/president of the Green Meetings Industry Council, outlines the reasons why going Green is no longer a choice for the meetings and events industry — it’s a requirement.
The Three-Word Strategy To reach CIO and CTO clients, Tata Consultancy Services forgoes passé pool parties and pedestrian golf outings in favor of V.I.P. treatment — and adopts a “learn, connect, relax” marketing mantra to get its key messages across to C-level attendees.
Lawson Laughs It Up Realizing the attendees at its annual user group felt disconnected from its executive management team, Lawson Software Inc. relies on personality and humor to reach out to its clients.

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EXHIBITOR MAGAZINE BACK ISSUES
   


January 2008 Feature Articles

 Oh, Canada Before you pack up your exhibit gear and head to your next trade show in Canada, check out this “Eh” to “Z” primer to exhibiting in The Great White North. It’s a quick review for seasoned exhibit managers, and a must-read guide for Canadian trade show newbies.
Elite Retreat EWI Worldwide uses bamboo poles, a Mother Earth-inspired color palette, and lush leather furniture to transform its booth into a calming spa-like oasis amid the buzz of activity on the show floor at EXHIBITOR2007.
10 Tips for Tabletops Overlooked and undervalued by the big boys of the exhibit industry, tabletop exhibits just don’t get no respect. We’ve gathered 10 tips to help you make the most of your small — but mighty — tabletop exhibit.
Home Improvement Belkin International Inc. undergoes an extreme booth makeover that takes its exhibit from tired and old to inspired and bold at the 2007 International Consumer Electronics Show.
Caught on Camera Seven exhibitors take their cue from reality TV and consumer-generated media to create show-stopping multimedia activities in their booths, including everything from super-imposing attendees’ heads onto dancing bodies to capturing testimonials in a high-tech confessional.

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February 2008 Feature Articles

 International Exhibiting Guide Tips, tricks, and advice to help you exhibit in Singapore, Paris, and New Delhi.
The Little Exhibits That Could Five exhibitors successfully transform small budgets and booth spaces into memorable in-booth experiences.
Rebel With a Cause Bentley Systems Inc. adopts a quantity-over-quality approach, generating $4.5 million in show-related sales.
Lounge Acts Six stylish but strategic exhibit lounges that are irresistible landing pads for pooped prospects.
10 Survey-Writing Guidelines Stumped when it comes to writing in-booth surveys? These 10 tips will tell you what to ask and how.
Scents and Sensibility ScentAir Inc. crafts a sensory in-booth experience that increases sales leads by 400 percent.

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March 2008 Feature Articles

 EXHIBITOR Magazine’s 10th Annual All-Star Awards Honoring the individual accomplishments of trade show exhibit managers.

Foot Traffic Hotflops creator Linda Spann puts her best foot forward and develops a trade show promotion that nets $100,000 worth of orders at the 2007 Campus Marketing Expo.
The Five-Point Tune Up Kristen Bostedo-Conway goes back to basics and overhauls her trade show marketing plan — saving $142,000 in the process.
Moving Mountains 3M Canada’s Cathie Hastings applies a do-it-yourself approach to her exhibiting program and cuts average per-show costs by 90 percent.
Monster Takes Las Vegas Armed with only half her budget, Monster’s Kerry Talbot uses strategic giveaways to generate a 20-percent increase in leads at the 2007 Society of Human Resource Management Annual Conference & Exhibition.

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April 2008 Feature Articles

 Trade Show Trends While trade shows continue to prove effective, the cost to attract attendees has never been higher. Get the latest stats from Exhibit Surveys Inc.’s annual Trade Show Trends report.
HP’s Lean, Green Exhibit Machine To clean up its act for the 2008 International Consumer Electronics Show, Hewlett-Packard Co. redesigns its exhibit — and leaves competitors Green with envy.
Trash-Proof Press Kits Be inspired by seven effective press kits and the innovative elements they used to propel their companies’ messages off the show floor and into magazines around the world.
$3,000 Typo As it turns out, an ounce of prevention is worth about $3,000. This step-by-step guide demonstrates the financial consequences associated with correcting a typo in three graphics-replacement scenarios.
Coming Out of Hiding Mossy Oak Inc. takes aim at attendees and licensees with a campfire-themed exhibit and three-part presentation strategy, generating a 130-percent increase in booth traffic.

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May 2008 Feature Articles

 EXHIBITOR Magazine’s 22nd AnnualExhibit Design Awards Honoring the world’s best trade show exhibit designs.
Spiral Marketing The Italian Trade Commission’s exhibit at the 2007 American Institute of Architects National Convention puts a new spin on Italian marble tiles, and comes full circle to win a Gold Award in this year’s competition.
Light Bright A designer’s passionate lust for light leads to a Gold Award for lighting company Osram spa’s glowing exhibit at LivinLuce, 2007. The resulting 52-by-103-foot space is described by its designer as “emotion with light.”
Over the Rainbow Forbo Floorcoverings Pty. Ltd. finds a Silver Award at the end of the linoleum-clad rainbow in its whimsical 20-by-40-foot exhibit at the 2007 DesignEX Show in Melbourne, Australia.
In-Yo Face Kyocera Wireless Corp. adopts the ancient Japanese philosophy of in-yo for its exhibit at the 2007 Cellular Telecommunications and Internet Association Wireless Show — and wins a Silver Award for its intricately balanced design.
Foam and Function Lauded by judges as “an interesting juxtaposition of materials,” Derse Inc.’s exclusive 20-by-30-foot exhibit at EXHIBITOR2007 piques curiosity and claims a Special Merit Award to boot.
Editorial Backstage with the New Magicians
Help! Performance Assessments International Staffing I&D Rules of Thumb

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June 2008 Feature Articles

 Cause and Effect Eight exhibitors infuse their trade show programs with feel-good philanthropic efforts that also deliver serious measurable results.
State of the Industry The results are in for the Center for Exhibition Industry Research’s annual index, which reports a fourth consecutive year of performance growth despite the nation’s uncertain economy.
Breaking Oral Tradition Procter & Gamble Co. targets dental hygienists with a product launch that features a breakfast presentation, product demo, and premium giveaway.
Designed to Cell Amgen Inc. invites attendees to get up close and personal in its Innerspace-inspired exhibit at the 2007 American Society of Nephrology conference.
Beyond the Fishbowl Lead forms aren’t just for salespeople anymore. This step-by-step guide explains how to create a successful lead form that gathers useful information for everyone in your organization.
Willkommen to EuroShop EXHIBITOR magazine journeys to Deutschland to show you what’s new in the world of international exhibit design.
Editorial As a Matter of Fact
Help! Customer Research Plus: Personnel Cost Cutting

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July 2008 Feature Articles

 EXHIBITOR Magazine’s 22nd Annual Salary Survey The good news: Despite an uncertain economy, average base compensation for exhibit and event professionals is on the rise again for the 12th consecutive year. The bad news: It has still failed to keep up with rising infl ation rates. Check out the charts, graphs, breakdowns, and comparisons to see how the 13 salaries we researched measure up.
Fabric Fundamentals All tension fabric is not cut from the same cloth, so we’ve sewn — er, thrown — together a guide to help you decide which fabric is the best fit for your needs.
Crystal Palace Famed crystal company Swarovski AG sticks with what it knows best and creates a bedazzled Shangrila exhibit at the Hospitality Design Expo & Conference in Las Vegas.
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August 2008 Feature Articles

 GREEN EXHIBITING ISSUE

The Greening of the Industry As Green becomes more prevalent in the American marketplace, some exhibitors are taking note and making adjustments to their trade show programs. Check out eight companies that are making the move toward Greener exhibit pastures.
Green Exhibiting Fox River Mills Inc. raises a barn-like booth of sustainable materials to tout its eco-friendly inventory.
Certification Discover what steps the exhibit industry is taking toward establishing Green standards and certification.
Carbon Offsets The five things you need to know about renewable energy credits to help you offset without getting upset.

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September 2008 Feature Articles

 The True Cost of Exhibit Ownership Buyer’s remorse is a pain in the booth. To help you avoid some serious sticker shock, we teamed up with Condit Exhibits to expose the hidden costs of owning an exhibit property.
Booth Building for Dummies Building a booth can be a challenging experience — especially if you’re new to the industry. This step-by-step guide takes you through the booth-building process from start to finish, and offers insider tips along the way.
Booty Call How do you increase brand awareness on a budget? If you’re ScanAlert Inc., you craft an inexpensive pirate-themed passport promotion that generates a bounty of results for the company and its 14 exhibiting partners.
Salone Style Simplicity and substance abound at Milan’s Salone del Mobile. Check out what’s in style for the upcoming exhibiting season.

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October 2008 Feature Articles

 EXHIBITOR Magazine’s 11th Annual Sizzle Awards Honoring innovative red-hot trade show exhibit promotions.
Game Plan The Medicines Co. develops a provocative trivia game that puts doctors’ knowledge to the test — and quadruples leads.
Lego Land Cramer encourages attendees to be kids again with a Lego-themed booth that surpasses its lead goal by 100 percent.
The Money Pit A bankable in-booth activity lures four times as many visitors to Interbank FX LLC’s booth compared to previous years.
Little Black Box Inquisite Inc.’s direct-mail campaign gets 72 percent of recipients to provide contact information before visiting its booth.
Pause Marketing Derse Inc. encourages attendees to chill out at EXHIBITOR2008, creating a relaxing respite from the hectic trade show floor.
The Perfect Storm A mighty 70-mph wind provides the push Veka Inc. needs to funnel almost 3,000 attendees to experience its new product.
Food for Thought A kitchen-themed campaign generates a 26-percent increase in leads for MG Design Associates.

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November 2008 Feature Articles

 Graphics Made Simple Can’t tell your PMS from your CMYK? Learn the basics — and the lingo — of graphics production and design with this black-and-white primer developed with the needs of exhibit managers in mind.
Eco-Friendly Flooring This guide to Green flooring pulls the non-recyclable exhibit carpet from under your feet and offers up the pros and cons of eighteco-friendly options, accompanied by an easy-to-reference chart that includes price approximations and material weights.
Mack Gets Ready to Rumble To haul its image out of the ditch, Mack Trucks Inc. stages several high-energy unveilings of its newest heavy-duty truck at two industry shows — and pre-sells its entire first-year production line on the trade show floor.
Box Top Temple-Inland Inc. steps outside the box with its exhibit at the 2007 Fresh Summit. Forgoing past designs full of stacked brown boxes, the company creates a chic, earth-toned space that looks more like a museum installation than a moving company.

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December 2008 Feature Articles

 EXHIBITOR Magazine's 25th Annual Illustrated Buyer's Guide

Intel’s Inside-Out Experience Intel Corp. attracts 26,000 attendees to its exhibit with a series of hands-on in-booth activities and a concurrent off-site event.
Weird Science From thermosensitive chairs to androids, these space-age exhibit solutions would make even William Gibson proud.
Work of Art The psychedelic shapes and shades of the ‘70s make an encore appearance in a Karim Rashid-designed exhibit for Deutsche Bank AG.
Testimonial Tactics Learn how 11 companies turned customer testimonials into exhibit-marketing gold, and how you can adapt one of their six time-tested strategies.
Once Upon a Trade Show... EWI Worldwide drafts a Mad-Libs-themed integrated program that spins a storied tale of connections between its staff and its booth visitors.
Small Package, Big Presence We’ve compiled 12 examples of companies that pack a powerful punch with their 10-by-10- and 10-by-20-foot exhibits, leaving a memorable impression despite their relatively small footprints.

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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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Note: Articles from EXHIBITOR magazine issues published in 2007 and earlier are available individually for download in the Single Article PDFs section.

If you wish to obtain magazine back issues from 2007 and earlier, please contact Becky at bparkhurst@exhibitormagazine.com