How Modular Booth Designs Increase Trade Show Portability

nimlok modular trade show displayConsidering the time and money that businesses pour into their trade booths, it makes sense that the trade booths would be designed with longevity in mind. After all, why invest hours on top of hours, or thousands of dollars, into designing and/or buying your booth if it will only be used once? You want to make sure your booth looks professional and that it will meet all of your company’s needs. You want it to attract customers, but it is also important that it be easy to set up and take down, that the complicated logistics of transporting it do not outweigh the benefits of using it in the first place. Modular booth designs are a great option for many businesses, largely because they are so portable. But there are other benefits to modular designs as well. Let’s review some of these benefits.

Great portability

Let’s face it: not every booth representative is also a handyman. In fact, most are not. So why do companies sometimes expect their employees to know the intricacies of setting up and taking down a trade show booth? Modular display booths are built to go up and come down quickly and easily, without the need for complicated tools or expertise in carpentry. A booth that can be quickly disassembled saves your employees a lot of hassle, stress, and time. It also makes it easier to transport the booth as smaller pieces, requiring lower baggage fees or less room in the trunk of a car.

Display flexibility

Another benefit of modular booth designs, closely related to portability, is that modular booths are scalable – that means that you can use only a small part of the display booth when you do not need the full-size kiosk, or when you have two conferences the same week and want to have booths at both. This can also be very helpful for adjusting to different space requirements. Some trade shows will allow you the space for your whole booth, others will only allot you enough room for half. Using a modular display lets you scale the booth to the size you need.

Saving money

Many businesses shy away from modular booths because they have a higher sticker price. But the truth is that this needs to be viewed as investment: spending more upfront will save you money down the road. Instead of buying multiple booths for multiple shows, you can buy one booth for use at a number of different shows. You will also save money on transporting the booth, making it an even better investment. Finally, the time you and your representatives save in taking the booth apart and putting it back together also should be viewed as a saved cost. Time is money, after all.

Functional flexibility

Besides being scalable in size, many modular booths are also flexible in their shapes. Many can be reconfigured or reorganized to fit into odd floor spaces. Depending on your needs, you can make a booth that is wide open or a booth that is enclosed and intimate. This will come in extra handy if you want to open your booth to the public for part of the day, and then close it off to only specific kinds of potential customers later in the afternoon.

Modular booth designs are a great way to save time and money while making your booth more flexible.

About the Guest Blogger:

Justine Savage works at Nimlok, a company that provides custom trade show solutions, including modular trade show displays.


“How to Be Awesome” – Scott Stratten of Unmarketing

“How to Be Awesome” – Scott Stratten of Unmarketing on Marketing Made Simple TV

In this show (Maximize the view for optimal viewing), with a great white paper offer from Find New Customers ( Scott Stratten of Unmarketing, ( shares key tips from his Book of Business Awesome.

Here’s what you will learn in this show.

  1. Why companies aren’t awesome – people are.
  2. A great example of awesomeness.
  3. Common mistakes made by companies in social media.

We thank Scott for appearing on the show. Check out Scott’s new book, The Book of Business Awesome/The Book of Business UnAwesome. Amazon has an unbelievably low price on this great book!

Marketing Made Simple TV premieres every Thursday at noon ET at Marketing Made Simple TV ( and at many syndication sites, including Digital Ethos, Social Media Today, Business2Community, and This enables the show to reach a potential audience of over 1,000,000 people each week. Companies who wish to reach this massive audience should visit Sponsorship/Advertising Opportunities on Marketing Made Simple TV or just send an email to host at

The Path to Better Marketing Results: Laura Patterson and Julie Schwartz

Just Add Data | The Path to Better Marketing Results – Laura Patterson and Julie Schwartz on Marketing Made Simple TV

Welcome to Marketing Made Simple TV in High Definition!

ITSMA research shows that marketing organizations that leverage data in their strategic and tactical decision making have a business performance advantage. Data-savvy organizations are better able to improve their average time to revenue and decrease their sales costs per order dollar. But what does it take to be data-savvy?

Join show host Jeff Ogden with Laura Patterson of VisionEdge Marketing ( and Julie Schwartz Senior Vice President, Research and Thought Leadership, ITSMA for a fascinating chat about the results of a study of B2B marketers.

You will gain insight into how you and your peers use marketing data, metrics, and analytics to inform marketing decisions, predict buyer behavior, improve marketing performance, and forecast trends.

Download the Revenue Performance Management – Demystified guide from Eloqua at or click the button in the show.

We thank Laura and Julie for appearing on this show, as well as sponsors such as Avitage, Digital Ethos, Communication Strategy Group and Eloqua. Marketing Made Simple TV premieres a new show every Thursday at noon ET/9am PT.

Love the show? Then we invite you to join the Marketing Made Simple TV Fan Club.

Sandra Zoratti on Marketing Made Simple

In this high definition show, Sandra Zoratti, co-author of Precision Marketing ( She joins show host Jeff Ogden of Find New Customers ( for a discussion of how marketing can drive improved business results using data. And it contains a great offer from show sponsor, Eloqua – the Real World Marketing Syllabus.

In this show, viewers will learn:

1) How the balance of power has shifted from sellers to buyers – and what that really means for marketers today.

2) Why marketers need to start small and get a quick win, rather than taking on too much at once. (Don’t boil the ocean.)

3) How data is the marketer’s best friend. How to leverage data and Precision Marketing ideas to drive improved business outcomes.

We thank Sandra for appearing on Marketing Made Simple TV.  We also thank Steven Conrardy of Interactive Video Studios, who filmed and edited this show.

Craig Yaris of Esquire Tech is the Producer and Director of Marketing Made Simple TV. Kevin Ogden is the Editor of the show.

A Day at Google New York & Seth Godin [OPINION]

Google started a pretty amazing program called “Google Engage for Agencies”, while it’s a great outreach program to help generate brand advocates that act as a sales team for low to no cost, it’s much more then that!

Google has generated a program that has done a few things, but I want to center on two, Content and Education!

1) Google Engage is a program that is producing content for Google.  Agencies are now telling stories for Google about Google and tying it directly into local communities! The Engage program has agencies and consultants that now have stories that tie back to their community, ones that give all the recognition to Google and the AdWords platform.

2) Google is flooding the market with the correct information and empowering agencies and consultants through education to provide the correct and effective services. In a time period where consumers distrust agencies and digital marketers (and they should) Google has decided to empower those that want to learn, want to provide value making it much harder for those that are not genuine to survive.

The Engage program has provided others, like myself with direct education and training. The information that I now have as a professional has been advanced by the support of Google, both in a distance education program and done in conjunction with Dale Carnegie trainers at Google.

I made a comment earlier that consumers distrust digital marketers and agencies and that “they should”. I stand by that statement, in fact,  I started blogging because of that very fact just a few years ago. Walk into a small business owner these days and don’t be surprised when you get a question like “what makes you different then the other 100 sales people before you” and it’s a great question, in fact if business owners and organizations had asked it sooner we wouldn’t have the distrust that the marketing industry has earned.

Google made a commitment to provide a service that they believed helps connect people on the web to solutions providers and services. That incredible tool has been defiled by digital marketing consultants and agencies. As Seth Godin has explained, marketing had it good until the illusion vanished. Out of fear and greed the economy was destroyed overnight by those that worked to game the system, be in PPC, SEO or just selling products, services and solutions that they didn’t care if it worked as long as they got paid.

Google had another great surprise for those of us in attendance, a LIVE Google Hangout with Seth Godin, “America’s Greatest Marketer as claimed by American Way Magazine. Seth’s presentation was excellent and while he did a great job sharing information with us, the Q&A was a treasure. Seth’s message is that success comes from being genuine and often takes a long time, in fact Seth admitted it took his blog three (3) years to gain traction.

A day at Google confirmed one thing, the world is full of fraud and the marketing industry has a disproportionate number of contributors. The bright note is that for those of us that take the time to genuinely try solve problems and not just generate sales or revenue, we can and will be successful. In this case, Google is genuine about wanting to connect people with what they are actually looking for, be it through organic search or paid search. Google is acting like a leader, providing the right and accurate resources to the community. The Google Engage program is just one of the resources that Google has invested in to empower the professionals that are trying to do the right thing by their clients, customers and business.

In the end, Google was impressive at every turn. Google New York had Food, Fun and Value! The information was only surpassed by their commitment and methods to deliver it! A methodology that I feel is worth any successful business or corporation pursuing.

Abraham Lincoln – Pop Culture and Public Speaking

I was going through my Pinterest feed and saw the Gettysburg Address(1863). While I had not read it in some time, I remain impressed by its brevity, its language and its remarkable message.  I have made this document a part of my Pinterest personal “vision board” as an example of a document that has lasting impact on me. Vision boards on Pinterest are a topic I will cover in a future blog.  Briefly, they are a collection of images that reflect your personal vision and brand.

Soon after placing the Gettysburg Address on my vision board, I saw a commercial online for the movie Abraham Lincoln: Vampire Hunter.  Later in the week I saw another movie listed on Netflix for Abraham Lincoln vs Zombies. I also saw Lincoln’s likeness in a commercial for a scratch-off lottery the same week.  The biggest news on Lincoln is the Steven Spielberg movie slated for release on November 9, 2012 staring Daniel Day Lewis.  The trailer, one of the top on YouTube, is worth a watch.  The Civil War era is a period that is very interesting to me so this is a movie I will be checking out.

Vampire and zombie hunting are formidable skills. I didn’t know that our 16th president had so many talents and curious attributes. It’s interesting how pop culture is presenting the image of Lincoln. I wonder how this will impact the younger generation’s perception of such an important historical figure?  Will Spielberg’s interpretation have an impact?

The way people and elected officials communicated during Lincoln’s time was different, but messaging and clarity remain as important today as it was in the 1800s. Without question, writing well is essential in communicating effectively and for developing marketing messages that resonate in the business world. According to James DeKoven of Brand Communications, it is a pity when a company has “spent a lot of time and money on their sales and marketing plans, but they didn’t value the importance of their communications. Somehow, they forgot the primary goal of marketing collateral: to generate immediate interest in their products or services.”

The way that messages are conveyed in writing or verbally, and how others interpret words is crucial.  Lincoln chose the words and phrases of the Gettysburg Address carefully. It was a short speech, but it contained all the points he wanted to convey and it evoked strong emotions. Lincoln was on and off the stage quickly, unlike Edward Everett who spoke for two hours before him, orators frequently spoke much longer than they do today.

Interestingly, “Edward Everett was quick to acknowledge the greatness of Lincoln’s brief speech. The day after the ceremony, he wrote to the president praising the ‘eloquent simplicity and appropriateness’ of his remarks. ‘I should be glad, if I could flatter myself that I came as near to the central idea of the occasion, in two hours, as you did in two minutes.’ Lincoln sent an immediate and gracious response: ‘In our respective parts yesterday, you could not have been excused to make a short address, nor I a long one. I am pleased to know that, in your judgment, the little that I did say was not entirely a failure.’ ”

Lincoln’s speech was two minutes, and was 10 sentences (or 272 words) long. But it was powerful. The advice is to capture the key emotions and ideas you want to convey in as little time as possible. If you can deliver a short, concise speech your audience will listen, and appreciate your brevity. According to 10 Tips from Lincoln on Writing a Kick-ass Speech”

While the style of Lincoln’s Gettysburg Address and other speeches seem to fit the style of the short blogs and brief messages we see posted nowadays, most would agree that blogs today, as far as content and flow, fall short of Lincoln’s writings.

Speaking, in public and on video, has emerged as a key selling tool for businesses and personal branding. It seems everyone in marketing mode has a LinkedIn profile and is an expert speaker. They may be speakers, but are they true professionals or experts?  Most are not. Lincoln, from the time of the Lincoln-Douglas debates in 1858 and throughout his presidency, was regarded as a great and eloquent speaker. The ability of a speaker to capture the attention of an audience and deliver a thoughtful, well prepared speech does count for something. The current presidential campaign and convention activities have been full of media commentary on content, quality and delivery of speeches.

It is wise to familiarize yourself with “The Basic Structure of a Speech.”  “Making an outline for a speech is a way to organize your ideas logically and clearly. Without making an outline your speech will probably lack structure, and so be difficult to understand. By using a presentation outline, you can “see” the structure of your speech. In addition, It can also serve as your speaking script.”

Everyone has their own approach for speaking and a system for picking topics. Speaking comes naturally to some people while others dread it.  Practice is invaluable and staying on message is important. When preparing to speak have a clear goal for your presentation, know your audience and be well prepared.

“Effective communication is based on trust, and if we don’t trust the speaker, we’re not going to listen to their words. Trust begins with eye contact because we need to see the person’s face to evaluate if they are being deceitful or not. In fact, when we are being watched, cooperation increases. When we are not being watched, people tend to act more selfishly, with greater dishonesty.”

Website Psychology Today: “Words Can Change Your Brain” article “The 8 Key Elements of Highly Effective Speech…and why your words barely matter!” Published on July 10, 2012 by Mark Waldman and Andrew Newberg, M.D. in the 8 key elements of effective speech.

Lincoln knew his audience and prepared for public debates and addresses, each were different in nature, but he set his goals.  He made an impression; he was liked, remembered and trusted. He won election to two- terms as president during our nation’s most difficult era. Would he have been able to create viral videos on YouTube, attract friends on Facebook and become an influencer on Twitter?  My answer is yes.  He understood his audience and had a clear goal.  The methods for getting messages across are different today, but Lincoln would have been able to adapt and without doubt achieve success.


The Epidemic of Mediocre Marketing

Jeff Ogden, the Fearless Competitor (@fearlesscomp) Writer, Speaker and TV show host


In researching prospective clients for Find New Customers, I took a look at a mobile device management technology firm in the Philadelphia area. A first glance, they looked really good:

  • In a hot market space – mobile (For a great take on mobile, watch CK Kerley on Marketing Made Simple TV.)
  • Deep pockets with tons of venture capital
  • In the Northeast – not far from me

But as I started digging to see if they were a good target for Find New Customers, I soon found they were afflicted with the disease affecting so many today – a disease called “mediocrity.” This disease affects so many today. Do you have it? Read on or watch the video to find out.

B2B sellers show symptom of the mediocrity virus in 3 key areas.

  1. Their content is deadly dull
  2. Total lack of personalization
  3. Failure to show a human element.

Case in point, I registered to download a “white paper” from them, so I can test lead nurturing. The content I received was certainly boring to read – over a dozen pages of words – few graphics and nothing else.  It was a snooze-fest.

After I registered, I got an email, ostensibly from a marketing manager there. It said:

Jeffrey,Thank you for downloading information about MaaS360 for mobile device management (MDM). Mobile devices are constantly evolving – as are the tools to effectively manage them. We are committed to sharing our knowledge to help you uncover best-practices for enabling smartphones and tablets in your organization.


Here’s a very small sample of articles and webinars available in our MaaSters Center, the only online community solely dedicated to mobile device management:

  • Bring your Own Device — Balancing Privacy & Security
  • Cloud Solutions Floating to Top of MDM Market
  • Tips for Managing Tables After iPad Boom

There are hundreds more articles and resources awaiting you in the MaaSters Center, we would love for you to join us.

But if you’re ready to start test driving (our product), you can instantly access a free 30 day trial today.

Best Regards,

Meghan Carney

Marketing Manager


Lack of Personalization

But there’s one big problem with this email. It assumes it knows who I am and what I need. (an education on Mobile Device Management.) That’s akin to walking up to an attractive girl (man) in a bar and raving about our education, salary, and awards we’ve won. We’re assuming we know what is best for her or him. We’d get a drink thrown in our face – but marketers are doing this every day.Seth Godin said it best when he said “I don’t want email. I want me-mail.” A far better approach would be to start by asking questions. Who are you? Why did you visit? What do you hope to accomplish? With that data, marketers can begin to personalize their communications. Then they will start sending ME-mail.

Deadly Dull Content

As I spent more and more time on their website, I found more and more words. Articles, how to’s, and white papers. A flood of words.Written words are dull. You need fewer, not more. And video/audio is the medium of the future.

Lack of a Human Face

The final big problem is the lack of a human face. People prefer to deal with people, not companies. Where is Meghan’s photo? What about social links? Is she a fun and interesting person?

I know nothing at all about Meghan.


The disease of marketing mediocrity affect so many companies. If you have boring wordy content, fail to personalize communications and don’t exhibit a human face, you have the disease too.



Jon Ferarra, CEO and Founder of on Marketing Made Simple TV

Jon Ferarra, CEO and Founder of the social CRM firm sits down with Jeff Ogden of Find New Customers on Marketing Made Simple TV. Here you will learn:

  • Why the world really does need a new CRM offering.
  • The problem with CRM
  • How social media changed the world of selling and how sales and CRM need to adapt.

Marketing Made Simple TV publishes each week on Thursday at noon ET at a wide variety of sites.  We invite you to subscribe to the show to catch future episodes too.

It’s Time To Upgrade Your Marketing – How to Keep Your Brand Fresh

Why do some companies seem to be stuck in the 70’s and can’t seem to move forward with a new look and feel? I can’t tell you how many clients come to me who have not updated their marketing collateral in 10 years.  Some CEO’s are stuck in the old way of doing things and seem to not want to change. The word “change” scares many business owners and keeps them from updating the company’s brand. Is your company’s logo and marketing materials out of date and tired looking?

Even If It’s Not Broken, You May Still Want to Fix It

The old saying if it’s not broken don’t fix it holds true to many CEO’s who have been running businesses for 30-40 years. These types of business owners do not want to utilize social media and online marketing.  They want to stick with traditional advertising and telemarketing initiatives to drive new business.  However, they are missing out on new ways to promote their business and receive additional leads.  It can be frustrating for employees that are up-to-date on the current marketing trends to convince the CEO to change their ways. The key is to show the CEO valid reasons to change their ways.

Here are some tips to help convince “old school” CEO”s to upgrade their marketing:

English: Creating lifelong customer value with...

English: Creating lifelong customer value (Photo credit: Wikipedia)

Old Collateral – A great way to convince a CEO to change their collateral is to show them a brochure of a competitor.  The new brochures have more white space and are concise.  Developing a new brochure is a great way to rebrand your business and upgrade your marketing.  Costs range depending on the type of brochure you would like to produce.  A simple tri-fold brochure can cost under $1000 to design and printing costs are low.  The style today is more photos and less text..keeping it light and airy.

New Website – A website is the face of your business and should be consistent with your marketing material.  Many companies have not upgraded their website and are using an outdated website.  New websites can be upgraded with flash and new photos that make it look up-to-date.  The cost to redesign a website can be kept low if you provide the photos and content to a website developer.

Trade Show Booth – An old booth design can destroy your brand at a trade show.  It’s important to keep up with your competitors and design a new booth.  Show the CEO’s a competitors booth and explain that it’s important to keep your marketing materials consistent.  The cost can be high for this depending on printing costs…but you will use the new trade show booth at all shows.  It won’t go to waste and is a very important investment.

Social Media Marketing – Show the CEO your competitors page on Facebook and Linked-In and explain that it’s good to have a page as well.  There is no cost to develop a FaceBook page for your business…so there is nothing to lose and everything to gain.  Why not?

The most important item to a CEO is the ROI and if you can show this over time..then you hit a home run.  Set goals up front for the CEO and show him results and you will be a “star”.   Dealing with “Old School” CEO’s can be extremely frustrating..but learning how to work around them and show the benefits of upgrading can be rewarding.  Take it one step at at time and don’t hit them with too much change at once.  The turtle always wins the race!


Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit: or call 631-846-1558


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