#BuildingBrandEngagement

Happy 2018 to the Exhibit Industry’s SUPER HEROES

by: Brendan Emerson & James Doucette SHARE POST

Recently someone sharing our table at McCormick Place’s Connie’s Pizza said, “You know, if it weren’t for the superheroes, Hollywood would be having a really bad year.” At Access, we know that we work with REAL SUPER HEROES, our clients, the people who make trade show exhibits happen, the people who:

  • Miss their 25th wedding anniversaries but have enough points to fly their partners in for the weekend after the show.
  • Quiz their kids on spelling words via Facetime.
  • Cry at the same kids’ Christmas concerts because this year is the first time they have been able to attend. (Other adults cry at the concert, but for different reasons.)
  • Unpack to find two totally unrelated shoes.
  • Explain to the CEO that “booth babes” is a term no longer considered politically correct.
  • Find someone to fix the booth internet on a regular, hourly basis.
  • Smile at the reps who hate their hotel rooms, all the while knowing there isn’t another single bleeping room left in all of Orlando.
  • Go to Plan B when half the booth staff comes down with food poisoning.
  • Are courteous to the director who brings a “special friend” instead of a spouse.
  • Explain to the female staffer why sequined pantsuits aren’t corporate attire. Also to the males.
  • Arrange break schedules that no one ever likes.
  • Show relatively intelligent adults how to use lead gathering devices. Then show them again. And again.
  • Tell product and/or brand managers why [fill in the blank] won’t really work in the exhibit. Not by a long shot.
  • Try to fix demos.
  • Try to find packages (No, we shipped them to the hotel!)
  • Try to get lunch—particularly during set-up when nothing in the hall is open.
  • Wait (and wait) for freight/carpet/scanners/technology/lighting people to get around to their booths.
  • Explain to the presenters what they are supposed to be doing when not presenting—and what they are not supposed to be doing.
  • Repeat: No, don’t drink your coffee in the booth on the light carpet…oh no…
  • Show tough love to the two sniping scientists who used to be a couple but no longer are.
  • Snarl at suitcasers. Right: go ahead, snarl. They deserve it. You’ll feel better.
  • Watch a forklift back into the tower in their exhibits—and show no sign of this having happened when the show opens except dark circles under their eyes.
  • Celebrate at dinner with the “road family,” the people who always have one another’s backs.
  • Get to the airport for their flights home, only to learn their flight is three hours late.
  • Can’t imagine life without trade shows.

You are OUR SUPER HEROES—and we wish you a very happy 2018! See you on the road!

future of healthcare is learning 2017

About the Author

Brendan Emerson & James Doucette Directors, Client Services

Brendan Emerson and James Doucette are part of the client services team at Access TCA. Both of them give the lie to generalizations made about millennials. Hard working, incorrigibly optimistic, and eager to learn, they have learned the meaning of “client service.” Brendan came to Access via the medical meetings industry, and Jim’s tenure at two digital agencies enhances his knowledge of effective exhibiting.