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How that White and Gold dress matters to your display even if it’s really Black and Blue.

February 27, 2015 1 comment

AuthorWhite and Gold, or Blue and Black?
You may have seen the latest Internet sensation of the image of a dress with a simple question: “Is the photo of the dress white with gold trim or blue with black trim?”. The answer is “Yes”. Hopefully that cleared things up. No? Ok, let’s dig deeper.

Let’s talk lighting. We won’t even get into the rods and cones in your eyes; I’ll leave that to your optometrist. Our surroundings and the lighting of an object can trick our eyes and alter our color perception. Light drastically affects how our eyes perceive color. In fact, it is just about the most important factor in color perception. Light bounces off of objects and into our eyes at varying wavelengths. These different wavelengths produce all of the colors we can see.
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So, What’s New?

February 20, 2015 1 comment

AuthorI get this question quite often when I meet with my customers and I’m pretty sure the reason is we all live in a world where the only constant is change and if we don’t stay current we’ll be left in the dust.

So fortunately, most of my customers have come to rely on me as a resource toward that end and one thing I’m hearing quite a bit is: “It seems like customers are expecting so much more from their investment in their trade show and event displays.” Well, here are a few ideas that may help you differentiate yourself from the competition. Read more…

Being #1 – Because It’s Worth It

February 13, 2015 Leave a comment

garyFight for First or Don’t Bother
Being the absolute best or first at anything sets you up to be the benchmark or the rival of all your competition. No UFC fighter gets in the ring thinking I want to be number two – it’s coming out first or nothing. As soon as you hold a title, three rested competitors are gunning for you, period. What does anyone in the number one position continue to do? They train, learn, work harder, develop, evolve and build on the foundation that was yesterday’s zenith.

Get There, Stay There, Done That
Over the last 22 and a half years, I have seen Optima evolve from being number #1 in many arenas. Read more…

Paying it Forward

February 6, 2015 Leave a comment

AuthorIt is the start of February, the weather is weatherly, and pre-show planning is in the air for Exhibitor 2015. I was looking at some of the final visuals for our island exhibit and VIP reception and as usual, I was very happy with what our creative team put in front of me, but I reflected on the genesis of our exhibit.

In September of 2014, I flew to Bemidji, MN to collaborate with the faculty and students at Bemidji State University. This was the fourth time I have made the trek to lecture, spend a day plus with the students, and launch our annual Exhibitor design contest.  Read more…

Coffee. Elves. Electronics.

November 14, 2014 Leave a comment

AuthorWELL IT’S ABOUT THAT TIME AGAIN… No, not the holidays! Come on now, we’re in the tradeshow industry! CES is coming and the countdown is on!! In less than 2 months, the show will be open and our job will be done (until the next show that is).

I may be a bit biased since I am out here on the West Coast, but I think CES is the biggest show of the year. Even non-tradeshow people know about this one. It’s one of my favorite shows! Every year companies outdo themselves. Read more…

Bling, Bling, Shiney Object, Squirrel . . .

October 31, 2014 Leave a comment

AuthorHow can we help your clients prove the results of a show? What is the biggest question they have? “How do I show a return on our investment?” The most common answer is more leads or more qualified leads and, at the end of the day, more sales – period.

Our contribution to this problem gives a solution to compare and contrast leads, but also analyze customer interest and demand for the products/services they offer. The solution is inTouch™, but the challenge is not judging a book by its cover and getting into chapter one. What I mean is, when I first reviewed inTouch™, I was fascinated by its functionality – pressing buttons and watching videos made for a fun demonstration but the bells and flashes detracted from the real value – and that is a discussion that should be had away from flash and functional distraction.

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Did I Miss Something?

October 17, 2014 Leave a comment

AuthorIt’s been about 8 months since I switched roles at Optima when I accepted a position as Account Executive for our mid-mountain sales territory. When I came on board at Optima a little more than four years ago, I was tasked with developing customers who defined themselves as Event or Experiential Marketing Companies. Not so strange considering the previous nine or so years I worked for a company that worked with these companies, almost exclusively.

Well as many of you probably know we’ve been making some changes here at Optima and I now find myself working with a somewhat larger and more diverse group of customers. Read more…

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