How To Get A Game Time Slam Dunk

Jen Borucki | October 13, 2016

Obstacles don’t have to stop you. If you run into a wall, don’t turn around and give up. Figure out how to climb it, go through it, or work around it -- Michael Jordan

Let’s face it; we’ve all been there. You’ve rehearsed your show floor game plan over and over again -- you’re ready for anything. And then, out of the blue, up goes a wall and your team needs to come up with a quick response. Those critical Game Time Decisions to counter the unexpected, amazing plays which you know can make or break your show. The conference room door that needs to meet a little last-minute drill-work to ensure that a suitable peephole is present, preventing you from walking in on an important client meeting on the other side. The inevitable touch-up to a scratched corner of your podium or the cabinet hinges that simply won’t align like you expect. The premiums you clearly remember packing in your briefcase before your mad dash to the airport that are nowhere to be found today.

No booth, no matter how well constructed, is guaranteed to be problem free. If you wind up acting as your own show site supervisor, then those burdens fall on your shoulders at a time when your attention needs to be focused on your guests. That is why the partner you chose for your exhibit marketing program is so critical.

At MG, we like to anticipate those potential challenges in advance and treat them as opportunities to help our clients shine. We keep your ball in play, no matter what. And often, that ability to expect the unexpected leads to a big win on your show floor.

For example, lighting is one of the design elements taken into account at the start of the process. However, adding show hall lighting once we are on the show site is a good way that we help make a great booth look even better. According to Kevin Hansen, one of MG’s innovative Account Executives, “We never know where the hall lights will be, and we don’t know what our neighboring exhibitors look like. But being flexible to add light where necessary is a skill and an art.”

Kevin also relates a custom booth design that accommodated various height allowances at different shows. While this may not sound like a big deal, it came in handy when our client debuted their new booth. The properties on the floor all stood at 12 feet high, while the hanging sign was only 4 feet high. This allowed the signage to be placed from 16 feet high max restrictions and up. According to Kevin, “The first show had a 25 foot height restriction, so everyone around us had hanging signs at 25 feet. On show site, we made the game time decision to lower the sign to about 22-23 feet so that we could be seen from the main entrance, all the way on the other side of the hall.” Kevin adds with a smile, “You eliminate the need to compete with your neighbors if your design is flexible.”

Tell us about your favorite show-floor workaround that turned a potential disaster into an experience you’ll cherish.

Oh behalf of the MG team, best wishes for a great season. You have the ball and you’re poised to score big. We’ll be cheering for you!