Meet ADEX Team Member: Tracy Fujimura

Tracy

Question: How long have you been a part of the ADEX team? 
Answer: A little over 3 years

What is your position? 
Business Development Account Manager

What does that mean? 
I work closely with the Director of Business Development as the project manager on her accounts.  I am also sales support; working on RFPs, award applications, marketing materials, and overarching strategic initiatives.

What does that really mean you do? 
I get to work directly with clients to grow existing relationships as well as develop ADEX as a whole.

Craziest thing you’ve seen while traveling? 
Exotic petting zoo in a trade show booth

What is the most disgusting thing you’ve ever eaten? 
Oysters….sorry, I don’t like them!

If you weren’t a Trade Show and Event Specialist what would you want to do? 
I would want to rehab and flip homes

What is your favorite ADEX memory? 
My favorite ADEX memory is our client and employee 40th celebration. 

Close your eyes for this one…Where is your happy place? 
Camping in Red River Gorge

While convention attendance has dried up, convention centers have dialed up their expansion plans

Convention center building on the rise

Convention Centers Expanding Despite 2020 Attendance Drought

While convention attendance has dried up, convention centers have dialed up their expansion plans. The pandemic is intensifying the competition among cities, which are rushing to build bigger, more alluring event spaces. 

Convention center building on the rise

Things are looking up

A seemingly juxtaposed situation is unfolding in the convention space, which is making ADEX excited about the future.

While we are reading devastating facts about our current situation, as seen in the article quote below, we are also encouraged by the hundreds of millions of dollars being invested into convention centers, hotels, and exposition centers around the country.

“Normally, there are more than a quarter-million conventions and trade shows in the United States each year, ranging from the huge CES technology trade show in Las Vegas to smaller expos for janitorial supplies or antique-toy enthusiasts. In 2016, those events drew 84.7 million people, who spent a total of $110.4 billion, according to the latest survey by the Events Industry Council.”

This is a good sign that the industry will come storming back. Maybe not immediately, but almost certainly.

Many city convention centers, hotels, and exhibition centers are investing heavily for the anticipated full-scale shows to return in the next 1-2 years:

  • Indianapolis: Spending up to $155 million to retain the American Dental Association convention in 2026
  • Georgia: budgeting $70 million to double Savannah’s convention center size
  • Cleveland: officials are seeking $30 million to upgrade an underused health technology center and add it onto the Huntington Convention Center.
  • Terre Haute: where the foundation for a $32 million convention center is half poured, the county Capital Improvement Board just began working on a plan for a $20 million hotel nearby.


Why are cities pouring so much money into a space that is currently inactive?

ADEX’s Director of Business Development, Cheryl Wood, shares her thoughts:

“I believe most overlook the great impact the exhibition, convention, and event industry has on the economy and what it can do for a city’s state of business. These events affect all major cities, bringing in millions of dollars of revenue for a variety of different industries on a regular basis.” 

The switch to virtual has certainly helped to keep things going in a time when we’ve been left with no other option. Some have elected to convert their entire business over to virtual, predicting that the trade show industry won’t snap back to the strength it once had.

But ADEX is bullish on the return of face-to-face tradeshows for a few great reasons:

  1. More effective and efficient method of business development:
    In-person trade shows and events keep a company’s sales force face-to-face with their prospects and clients. Engaging prospects in one-on-one, in-person conversations is a better way to build credibility with that individual, compared to that of a virtual sales call. Salespeople can travel to a single location for a few days and interact with over 50 people each day. This invariably leads to a greater sales investment when compared to traveling to each prospect individually across the country. If planned appropriately, tradeshows can occur safely within these large spaces.
  2. Fantastic revenue generator for cities:
    One of these multi-day events brings revenue to hotels, restaurants, and other cultural venues, keeping a city’s downtown core alive and thriving.
  3. Virtual call fatigue is setting in:
    We are starting to hit the limits of everyone’s patience for an environment that’s 100% virtual calls. It’s harder to hold attendees’ attention on sales calls, given how easily they can walk away from their computer. Virtual events are also struggling to engage the attendees. Many organizations are finding it incredibly difficult to replicate the excitement and energy, delivery and quality of information of an in-person event to a virtual experience.

“The world doesn’t realize how much the trade show industry contributes to overall. The human touch is not to be overlooked in the face of virtual capabilities. We need to get back to the “human touch” once we can again safely, even though we can’t right now.” Cheryl continues.


Here’s how you can be ready

1.) Quieter, less traveled times don’t call for idleness. It calls for strategic planning.

Many companies are sitting on their hands while “nothing is happening.” Now is your opportunity to get out ahead of your competition. 

  • Start to examine how your key customers are evolving their buying process. While it could migrate toward more virtual experience, it won’t entirely.
  • Your sales team will have a lot of great insights here based upon their 2020 experiences.
  • Use these insights to balance what your hybrid in-person and virtual experiences will be. ADEX can help with balancing the right approach for your company.

It’s time to get re-inspired for your next booth! View an array of our custom booths to inspire your next design by clicking here

2.) While in-person events will be back, it won’t be the only avenue for your company’s growth.

All companies will start to use virtual more and more since their buyers are finding that it is convenient, in some instances, to explore offerings without being there in person.

However, the successful companies will develop a hybrid approach which encompasses both an in-person strategy as well as a complementary digital, virtual strategy.

Ultimately, successful sales teams will adapt to meet their customers’ needs. The good news is that we’re seeing both the benefits and limitations of virtual right now.

View ADEX’s virtual offering page as a reference point for your team to start to consider their hybrid strategy by clicking here.

3.) Don’t overanalyze your current position or try to predict the future.

It’s stressful to think about planning for future shows that may not be finalized just yet.

However, your company will certainly benefit from taking an early strategic approach to their 2021 and 2022 strategy:

  • Analyze how your buyers and customers have evolved their approach to buying products and services like yours. Remember that your sales team is a great source of inspiration here. They will also be eager to contribute in meaningful ways if they can see how this will help them develop their book of business further. Work together to develop an educational experience for your key buyers.
  • Determine what level of in-person and virtual experiences you should create with the help of your sales team. Having a thriving virtual strategy is going to help your sales team both immediately, while shows are still down, as well as into the future, when an in-person and virtual hybrid approach will be necessary to grow.
  • Speak with ADEX about the best way to approach your upcoming in-person and virtual tradeshow experience. We have seen first-hand the power that virtual can have, especially when complemented by an in-person strategy. We can help you prioritize your first steps and get you started with a program to develop an incredible growth platform for the next 1-2 years.

Regardless of where your organization is today, the future looks bright. We’re here to help you develop the right approach for your organization. No two companies are alike and we pride ourselves on this customized hybrid strategy we have already begun to implement with our partners.

You can read the full original New York Times article here: https://www.nytimes.com/2020/12/02/business/dealbook/convention-centers-coronavirus.html

Meet ADEX Team Member: Caleb Campbell

Q: How long have you been a part of the ADEX team?  

A: 3 Years

Q: What is your position?  

A: Graphic Production Specialist

Q: What does that mean?  

A: Maintaining-Operating printing & finishing equipment. Helping create new processes for custom jobs.

Q: What does that really mean you do?  

A: To be a part of something I am passionate about as well as having the creative freedom to produce products.

Q: Craziest thing you’ve seen while traveling?  

A: I haven’t traveled much to see anything crazy but it is a huge joy going on to job sites to apply graphics or vinyl and seeing the finish product from start to finish.

Q: What is the most disgusting thing you’ve ever eaten? 

A: The raw oysters that get slurped down. Steamed oysters are ok! 

Q: If you weren’t a Graphic Production Specialist what would you want to do? 

A: Be a mechanical technician on machines or vehicles. Taking things apart to fix or clean is very relaxing to me. 

Q: What is your favorite ADEX memory? 

A: Attending IMTS in Chicago seeing work that I helped complete as well as seeing how these trade shows are in action. 

Q: Close your eyes for this one…Where is your happy place?

A: Red River Gorge in Kentucky  

Q: Who do you think we should feature next? 

A: Brent Abbot 

What Quarantine Has Taught Us About Face-to-Face Events

Without a doubt, COVID-19 has been detrimental to the trade show and events industry. It is still unclear as to when events will begin again, and when they do, they will certainly be run differently for a time after the pandemic. While face-to-face events have been placed on hold, a hard truth has become very apparent – there is no true alternative to trade shows. 

We are social beings that crave human connection. We gather to learn, grow, share, experience, and network. This is the foundational purpose of trade show events – to create and enhance environments in a way that will foster more meaningful connection, more powerful face-to-face interaction, and a higher level of understanding between our clients and their customers. 

Those of us at ADEX International stand anxiously ready to jump back into serving our clients to facilitate their trade show and marketing goals. Until then, we want our clients to know that we miss them and hope they are staying well. 

A COVID-19 UPDATE FOM ADEX

A COVID-19 Update From ADEX

There is a lot of uncertainty in our communities right now.  We are, like all of you, doing our best to stop the spread of COVID-19 by practicing the CDC’s recommended guidelines on cleanliness, sanitization, and social distancing.  ADEX also recognizes that human beings are a social species.  As veterans of the events industry, we may know this more than most.  While we do what is necessary for the health and wellness of our community, our country, and the world, ADEX still plans to connect with and support our partners in business, in our industry, and beyond. 

 These are unchartered waters.  With each day comes a new challenge, but through them all ADEX will remain committed to supporting our clients.  Our team will continue to think creatively about how we provide our goods and services to support the marketing needs of our clients.

As we do, we have decided to occasionally feature an ADEX employee as part of a “get to know us” series on our blog.  It’s just our way of saying hi and hopefully spreading our positive energy to each of you.

Meet Glenn Mojzer of ADEX below!

How long have you been a part of the ADEX team?

34 years.

What is your position?

Trade Show and Event Specialist.

What does that mean?

What the client wants I make sure happens and that the bottom line is within ADEX budgets and estimates.

What does that really mean you do?

I interact with the client and mediate with the staff and management of ADEX after it’s been ascertained what the client wants to do at a trade show or event. That includes any necessary coordination of logistics, services, and writing directives for other departments in order to get components and elements out the door.

Craziest thing you’ve seen while traveling?

…I know what it was. It was in New York City back in, I want to say 1987, in the back of one of the hotels for a medical show. There was a car in the way of a trailer, trying to get from a garage to a dock, and a forklift came out and lifted the car so a truck could get in. Just put it out of the way on the side of the road. That was too bizarre.

What is the most disgusting thing you’ve ever eaten?

Venison. It didn’t sit well with me and it was here at ADEX when we had Thanksgiving.

If you weren’t a Trade Show and Event Specialist what would you want to do?

Pour beer at a brewery in Cincinnati.

What is your favorite ADEX memory?

I guess my first sale when I was in the sales department. I went to Kansas City to what was, at the time, Marion Laboratories. It was representing the company as a progressive company with heritage and I was part of the design process. It was just me out there on my own. It was exciting.

Close your eyes for this one…Where is your happy place?

Hilton Head Island… On the beach… In August.

Who do you think we should feature next?

Chris Sand. 

 

Essity

Essity

Essity at International Sanitary Supply Association (ISSA).

01-

Background

Overview

Essity is a leading global hygiene and health company that develops, produces and sells Personal Care (Baby Care, Feminine Care, Incontinence Products and Medical Solutions), Consumer Tissue and Professional Hygiene products and solutions.

The goal was to reconfigure the existing booth to give it the look and feel of an entirely new exhibit. This included:

  • Opening up the booth to be more inviting.
  • Highlighting existing product display vignettes.
  • Creating fully air conditioned conference rooms that were also sound proof.
  • Creating a display area in the center of the booth for a new product launch called PeakServe to be unveiled by VP’s at the show.
  • Accentuating blue corporate colors and update branding from SCA to Essity.

02-

Our Solution

Our Solution

Redesigned the booth using 90% of existing components while still conveying the look and feel of a new exhibit, important to a company which prides itself on sustainability.

  • Reconfigured & repositioned the structure to create a more open, inviting space, focusing on the main aisle.
  • A larger, open meeting /presentation/entertainment area section was created in the forefront of the booth.
  • Added seating areas and a semi-private conference room with its own demo area.
  • Kiosks/Vignettes of restrooms were updated with new Essity/Tork product and resurfaced with updated tiles/facades.
  • Insulated the walls and ceiling of the conference room.  Installed (4) Air Conditioners and Duct Work. Added Pyramid Studio Tiles for sound reduction. The upper deck conference room windows were dressed with window perf.
  • Added a hanging sign for increased show floor presence and visibility.
  • The pleasing smell of hot cinnamon rolls and espresso served created a draw to the booth.
  • Changed any SCA graphics to Essity. The Tork product was the focal point, promoting the brand versus the corporate name.

St. Renatus

St. Renatus

The 20’ x 30’ island booth for St. Renatus was the debut of Kovanaze Nasal Spray

01-

Background

Project Overview

St. Renatus was debuting their Kovanaze Nasal Spray, a new product that delivers needle-free anesthesia.

The main goal was to provide information and to create a buzz, so the audience learned that an exciting new product launch is happening.

The idea was to create an environment that would capture everyone’s attention.

They wanted the experience to be hands on and informative, while at the same time making doctors feel comfortable and relaxed.

02-

Our Solution

Our Solution

The key solution to attract people to the booth was to incorporate a spray-like movement, using LED lighting.

The structure’s focal point is a circular fabric branded sign with chasing LED lighting moving up and out from a large mock-up of the spray applicator, symbolizing the spray technique. The color palette was made up of cool soothing blues.  The shapes were curved and rounded.

At the heart of the booth was a circular station with four iPads to provide more detailed information about the science behind the product.

An open theatre attracted 10 to 15 doctors at a time to listen to a presentation given by an expert dentist.  Many people were enthralled with the presentation and picked up their stools to move closer to the presenter.

The booth had four rep stations utilizing head-like silhouettes with openings at the nasal cavity, so that the doctors could practice spraying a placebo mist into the silhouette nostrils.

There was also a clear dome-covered display on the station tops with product and packaging inside, allowing the doctors to see what the product would look like when it arrived at their practice.

SCA Tissue

sca tissue

SCA Tissue at International Sanitary Supply Association (ISSA).

01-

Background

Overview

Tork is a leading brand with complete range of products in the hygiene arena for washrooms in the healthcare and food service industries.

Our goal was to capture a European “feel” including hospitality, product displays, an AV demo wall, conference rooms and storage space. We also wanted to incorporate a raised floor and two-story feature. Lastly, there was a focus on utilizing recycled or recyclable materials to stay with “green” initiatives.

02-

Our Solution

Our Solution

  • Incorporated high end, sleek materials like high gloss laminates, glass, clean lines and curved shapes.
  • Designed a leaf theme and color palette that captured Tork’s “Impression” line and branding.
  • Built an elegantly designed two-story space, air conditioned for comfort and utilized sound proofing materials.
  • Sourced a gymnastic act throughout the show to help assist what became record breaking attendance and lead numbers.

Naked Lime

naked Lime

Naked Lime at National Auto Dealers Association (NADA).

01-

Background

Overview

Naked Lime is a leading full-service Marketing and Ad agency that specializes in developing marketing plans for auto dealerships.

We were tasked with designing and developing a 20′ x 20′ booth for NADA’s annual meeting. 

The focus was on creating an unforgettable booth experience and to broadcast a contemporary look with sleek aesthetics. 

02-

Our Solution

Our Solution

  • Designed a unique look for Naked Lime’s persona.
  • Created a modern, electric environment.
  • Produced a gloss black raised floor that was edge lit in the corporate lime color.
  • Provided neon green, backlit LED fabric perimeters and corporate ID tower.

Mitsubishi EDM

Mitsubishi

Mitsubishi EDM at the International Manufacturing Technology Show (IMTS).

01-

Background

Overview

A leader in the machine tool industry wanted to create a new, modular exhibit for multiple spaces – from 2,000 square feet to 10,000 square feet.

It would see it’s debut at IMTS with an exciting 80′ x 110′ space.

The goal was to design interesting components for multiple divisions and varying space sizes and to allow for different heights, such as a wall up to 30′ high.

02-

Our Solution

Our Solution

  • Designed modular components to include three conference rooms, a reception desk, a 60’x 30′ hanging sign, a custom patterned carpet, storage, and creative hospitality areas.
  • Sourced interactive AV modules for product demos and information.
  • Built four double-sided corner ID towers with backlit SEG graphics.
  • Included a custom space defining Agam/Plex modular railing system.
  • Provided classy and multipurpose conference rooms.