V o l. 4 N o. 2 Winter 2008
Access helps Avid adapt
to change in realtime
Larger (or smaller) than life —
the Access model team makes it
Staples: Using what exists
to create a versatile package
New pen ﬂexes its muscle
A top tip from the Access model team
When Novo Nordisk needed to introduce its NordiFlex PenMateTM to the market
at the Pediatric Endocrinology Nurses Society (PENS), it chose to do it in a big way.
The PenMate, normally shorter than ﬁve inches and lighter than three ounces,
weighed in at 60 pounds as it sat atop Novo Nordisk’s exhibit. It was protected and
fully visible from every angle. What better way to introduce a product than at a
convention, larger than life, for all to see?
The model NordiFlex PenMate was one of three products designed and fabricated
by Access’ in-house model team, a small group of model-making artisans who have
completed some exceptional work for the likes of Raytheon, SpineWave and Biolock.
The team creates museum-quality models of, well, just about anything. Some of the
models they’ve produced even function like the products they replicate.
Access created a working model of SpineWave’s Staxx™ medical implant system, used
for minimally invasive vertebrae repair, to help introduce the product to the market.
The model functioned exactly like the real thing. Healthcare practitioners attending the
show gained familiarity with a new product, a real beneﬁt in educating potential users.
“We look to the client to determine the quality standard, (museum quality is the highest),
the functionality, the approximate size and the budget,” said John Tetreault, who
manages the group. “Then the model team (led by long-time model maker Bob Berchen)
determines the scale and the right materials based on the criteria. With the right
criteria and access to the real product, the possibilities of what this team can do are
The team has created models using metal, acrylic, ﬁberglass, wood, sign foam and more.
All product models are designed and fabricated in-house at Access.
For more information on Access’ model team, contact your account director.
Collaboration yields beneﬁts beyond
the show ﬂoor
Ecoconsciousness just got a shot in the arm from the economy, making doing the green
thing not only a good idea, but also a ﬁscal mandate from the top tiers of some corporate
organizations. As the “eco-conomy” continues to weigh on the minds of convention
and exhibit managers, experiential marketing agencies will need to continue to seek viable,
tangible answers to questions that are getting more serious.
At the RIMS show in San Diego earlier this year, Crawford & Company utilized Access’
cost-effective, interlocking wall system for constructing trade show environments.
Access developed the system to enable its clients to reduce postshow waste by off ering
an efﬁcient, ecoconscious option that can be part of a comprehensive convention and
exhibit program. Assembling the kit is easy and can be done onsite. It’s considered green
because it’s small, lightweight and reusable.
The story doesn’t end there. During the show, Crawford & Company and Access brainstormed
“ This is more than a
on ways to reuse the exhibit. They contacted the San Diego chapter of Habitat for Humanity,
which graciously accepted the offer of a free exhibit. At the close of the show, GES let the
success story about how
nonproﬁt agency bring in its own truck and load out 100 linear feet of walls for use in
Habitat for Humanity stores.
Access developed an
“This is more than a success story about how Access developed an innovative, face-to-face
marketing solution,” said Rich Silton, Access’ president and COO. “It extends into community
outreach. Access is proud to have partnered with Crawford & Company on this endeavor,
and it is also gratifying to see the industry so readily seize the opportunity to give back to
The Access system concept was developed by members of the Access Green Team, which Rich Silton
concentrates on ecoconscious initiatives. The Access Green Team is one of several multi- President and COO
disciplinary taskforces it employs to research and develop creative solutions to the industry Access TCA
challenges of the day.
For more information about Access’ ecoconscious initiatives, please contact your
Access account director. ACCESS Vol.4 No.2 Winter 2008 2
Avid’s New Thinking
world tour: Adaptation to
change in realtime
A environments and corresponding graphics
vid—the world leader in digital-media-
in a two-week timeframe. Without time for
creation tools for ﬁlm, video, audio, animation,
site-visit planning, the Access team relied heavi-
games, and broadcast professionals — has been
ly on its experience and expertise to virtually
undergoing a lot of change. This new Access
“I was most impressed by conﬁgure properties and anticipate the needs
client tested the versatility of the Access team
of each environment. They designed versatile
at a recent private event that unfolded concur-
how quickly the Access team solutions that could adapt to various (and
rently in three venues.
sometimes unknown) venue constraints. In
adopted the Avid mindset Challenge
some cases, reconﬁguration of the properties
Competition in the media-editing software
needed to happen overnight to address the
market is ﬁerce. While Avid has long been the
and maintained it throughout needs of each audience. Access’ efﬁcient in-
industry leader, lower-priced competitors have
house capabilities, particularly its UV printing
emerged. Avid decided to meet the competitive
the project. It was a relief technology, kept the project on schedule.
challenge by hosting a series of private events
that unveiled its vigorous New Thinking
to be able to rely on Access Result
campaign to launch the new version of its “This was no easy task, especially during
to effectively translate and organizational and branding changes. I was
most impressed by how quickly the Access
Access’ challenge was to translate Avid’s New
apply the brand strategy team adopted the Avid mindset and maintained
Thinking campaign into a face-to-face experience
it throughout the project. It was a relief to be
for people who work in the post-production
to the design, coupled with able to rely on Access to effectively translate
community. Groups of 400 to 500 clients were
and apply the brand strategy to the design,
invited to venues in New York City, Las Vegas
smoothly executing the coupled with smoothly executing the onsite
and Los Angeles.
logistics,” said Sharon Holm, Avid’s events
Perhaps the project’s greatest challenge was
onsite logistics.” marketing manager.
brought about by the restructuring of Avid’s
The show was a resounding success for Avid,
management team, which forced a three-
which reinforced its connection to its clients.
Avid’s Events Marketing Manager
(To view live video from the national events,
Solution visit www.avid.com).
Access designed and developed the environ-
ments for each venue in real time, as the con-
cepts were being developed by Avid’s agency.
Despite Avid’s work stoppage, the event’s
live dates remained the unchanged. Avid relied
heavily on Access to design and fabricate the
3 Vol.4 No.2 Winter 2008 ACCESS
A t the Outdoor Retailer Winter Market A large tower in the three-color combination
earlier this year, Access TCA helped Timex forged a strong identity for visitors seeking this
position itself in one of its most important mar- island exhibit. The tower walls featured large-
kets with a striking new exhibit. That in itself format graphics, while the space below the
“We had a goal is exciting enough, but the fact that Timex and tower opened up for illuminated product dis-
Access have been partners since 1986 is noth- plays. A 16-foot, C-shaped scrim printed with
going into the show ing short of phenomenal. product graphics jutting from the tower formed
a background for the large (9-foot-diameter,
and far exceeded our Challenge 3-inch-thick) red cutout Timex logo. Spotlights
Timex challenged Access to design and build played on the logo, adding the type of drama
own expectations. a new 20'-x-30' exhibit that would showcase associated with a category leader.
its market leadership and ﬁnd a compelling
Our exhibit was a hit Since some companies take orders at
way to integrate two of its most prominent
Outdoor Retailer, four color-coordinated
product brands: Timex IRONMAN and
with our own people, work counters, two for each brand, facili-
Timex Expedition. Timex also wanted Access
tated the workﬂow. An additional counter
to accomplish this task without overhead
as well as with in the center of the space handled overﬂow
wire management, carpeting or raised ﬂoor.
crowds. The reception counter was marked
our customers.” by an interior-lit X. Intelligent lighting was
Access gave the Timex exhibit a clear, contem- mounted on trusses, and 16 branded gobos
porary relevance through its choice of materials, played interchangeably on booth surfaces
lifestyle graphics, lighting and product displays,
Timex’s Manager of Event Marketing to heighten visual interest.
as well as innovative use of brand colors.
Access added some bounce to the display
Besides embodying the Timex heritage of glob-
by laying out a red, orange and gray rubber-
al strength and forward-looking design and
ized ﬂoor, the kind found on playgrounds,
technology, the exhibit created an authoritative
made from recycled tires. It allowed sufﬁcient
statement despite a cluttered show environment.
clearance for wire management.
The Timex logo is an X inside a circle with
another small circle to the right of it, all done
“We had an amazing show,” said Keith Meyer,
in the corporate red. On the other hand, the
IRONMAN brand uses orange, and the Timex’ manager of event marketing and spon-
Expedition line grey. Access skillfully integrated sorships. “We had a goal going into the show
these colors throughout the exhibit using tex- and far exceeded our own expectations. Our
tured laminates on the walls and recycled exhibit was a hit with our own people, as well
rubber for ﬂooring. as with our customers.”
5 Vol.4 No.2 Winter 2008 ACCESS
Customized design solutions
with turnkey options
S taples, the company that invented the museum stand-off, oversized panels that
ofﬁce superstore concept in 1986, is the masked any sign of a system look. Access’
world’s largest ofﬁce products company. color palette and materials selections insti-
For its global sales conference last March at tuted ecoconscious elements and contributed
the Mandalay Bay Convention Center, Staples to the overall custom-built look. In all,
wanted to reinforce a strong underlying cor- Access’ graphic team created 900 graphic
porate message. It also wanted reliable part- pieces that covered 17,000 square feet virtual-
ners who could design and manage the experi- ly error-free. Access utilized existing rental
both our trusted
ence within its vast private-event program. inventory properties to develop a branded
entrance featuring a 30-foot fabric “wave” wall partners and
Challenge banner, accompanying media and a 12-station
In order to bring a strong, uniﬁed message to
product pavilion. our internal brands,
suppliers, partners and employees, Staples
Together with Teamwork, Access developed
required two halls at Mandalay Bay’s conven-
to showcase their
the ﬂoor plan for the two halls and handled
tion facilities, claiming a combined space of
all on-site supervision. The project was
270,000 square feet. The ﬁrst hall was dedicat-
products at this
notable for the speed at which the on-site
ed to Staples’ internal departments. The second,
logistics team prepared the show ﬂoors.
tiered environment was dedicated to corporate
Access and Teamwork installed the 41 exhibits
sponsors. Staples challenged Access to create
in just two days.
two unique environments. One environment
Phil Cavanaugh, former
would allow Staples’ 16 internal departments
Result Staples’ Director of Events
to display products and services within in a
“Access was the perfect choice to meet our
family of exhibit structures. The second envi-
challenge,” said Phil Cavanaugh, former
ronment would create a turnkey exhibit pro-
Staples’ director of events. “By creating an
gram that would be offered to 30 multileveled
integrated family of easy-to-use, lightweight,
sponsors. Access was also tasked to create a
environmentally responsible properties,
lightweight, easy-to-install solution that
Access enabled our exhibitors, both our
allowed each exhibitor to highlight its brand.
trusted partners and our internal brands, to
showcase their products at this important
Access worked in conjunction with its partner,
Teamwork, which served as the project’s gener-
al contractor and provided the Alluset struc-
tures. Access designers used these structures
as the framework for their graphic solution — ACCESS Vol.4 No.2 Winter 2008 6
All eyes on the economy:
What’s the climate for exhibit builders?
By Pat Friedlander
Reprinted with permission from Exhibit City News
From Frank Chow, senior economist According to Marler, the big impact will be
for Trade Show Executive magazine, and felt from customers who face the same chal-
Doug Ducate, president of the Center for lenges facing the builders and who have the
Exhibition Industry Research (CEIR) to same exposure.
“The company Vince Marler, executive vice president of
“Liquidity has slowed down so that corporate
Moss, Inc., industry experts agree: recession
exhibitors who believe they have a line of
that’s willing to will come. “They seem to come every seven
credit with their banks ﬁnd out that suddenly
years,” Marler said.“The last one was
they don’t because of the banking crisis,”
change and strike in 2001.”
he noted. “And it’s difﬁcult to use an exhibit
The challenge, as Ducate put it, is to “keep as collateral.”
a responsive chord your eye on the ball, not on the scorecard,”
According to Michael Westcott, EDPA interim
which is in line with the advice Chow gives
with the client can executive director and managing director of
the industry: “Prepare for the potential reces-
strategy for Red7Media, the credit crisis will
sion, but spend more time planning for the
go a long way” get buyers focused on value and on making
recovery.” The exhibit and event industry can
more informed decisions about their tradeshow
Vince Marler hardly be inoculated against global economic
investments and the speciﬁc objectives they’re
Executive Vice President ills. Perhaps one of the most vulnerable
Moss, Inc. segments is the builder-fabricator.
“That said, many industries — such as parts
The credit crisis
of the tech sector — remain strong, and the
The credit crisis is certainly one signiﬁcant
smart players will invest in a down market
challenge facing the exhibit builder.
to come out on top,” Westcott pointed out.
Rich Silton, COO at Access TCA, predicts
He added that since contractual commitments
that since many companies in the industry
in the tradeshow industry are made months
are heavily leveraged — the industry average
in advance, “there may be some desire to trim
is 4 to 1 — some builders will come under
costs here and there, but many [companies]
serious pressure and could exit the business.
are forging ahead with shows to generate
Pressure along the supply chain will increase
for suppliers to, in effect, act as unsecured
lenders for their clients. This situation poses Silton, too, sees the opportunity for corporate
some interesting challenges and opportuni- marketers to build market share — by
ties. Silton predicts that stable companies exhibiting at shows when competitors don’t
with no to low debt will be able to take attend by getting ahead in their planning
advantage of the balance sheets and increase processes, and by securing relationships with
their market share. stable partners.
7 Vol.4 No.2 Winter 2008 ACCESS
Petroleum dependency Redefining the value proposition
The builder-fabricator segment of our industry The result of the current economy will be the
has always depended on petroleum for both need for builders to validate the marketing dol-
materials and transportation. Although the lars their customers spend. Marler said corpo-
price of petroleum has come down recently, rate exhibitors want high value and high visi-
operations are still being modiﬁed to reduce bility for their investment, so companies must
this dependency. Silton said he doesn’t believe- ﬁnd unique ways to deliver that. Westcott sug-
builders can react in the short term. He said gested that builders and fabricators must be
there are clear advantages in having multiple open to partner with ﬁrms and agencies that
facilities and efﬁcient operations, but if they provide smart integrated solutions and that
don’t already exist, they can’t be put in understand and address marketing needs; that
place overnight. integrate media, technology and messaging in
ways that make the most of the tradeshow
Marler points to the move toward “material
medium; and that provide a memorable and
conversion” — replacing heavier building
effective environment sensitive to execution
options with materials lighter in weight, such
costs, yet make a lasting impression on the
as tension fabric, aluminum, and plastic —
audience through creativity and innovation.
to save on transportation costs. Fluctuation
in petroleum costs will also inﬂuence the pric- There are many predictions of market segments
ing of materials such as laminates and help that will be adversely affected in their exhibit-
control price inﬂation in a markup system. ing plans. Trade Show Executive predicts that
apparel, food and retail will be hit hard, while
The green mandate other experts predict that auto, mortgage and
A year ago, the pressing issue for exhibit commercial banking sectors will curtail show
builders was the need to ﬁnd a niche in the participation and/or spending.
green economy. Is this still a priority?
Or has it taken a backseat in the current eco- Weathering the storm
nomic environment? Where will we see cutbacks in the builder-fabri-
Silton believes green initiatives that add cost • A halt to hiring will probably occur in antici-
will take a back seat, but, as he also pointed
pation of lower revenue rather than in response
out, “Being green doesn’t mean you have to
to it, Silton said.
spend more. There’s more to ‘green’ than • Westcott noted that because traditional con-
green materials. There are cost-saving green
struction is likely to slow down, we can expect
responses — like greater use of rental compo-
some job attrition.
nents, less densely designed exhibits, extending • Marler said corporate exhibitors will turn to
“ Being green doesn’t mean
the life of an exhibit, and optimal routing of
refurbishment and push for modular and vari-
properties, for example.” Marler believes it’s
able conﬁgurations so they can do more shows
you have to spend more.
still important for companies to show green
with a single exhibit and focus on value-add
capabilities, and, even when there’s a price
beyond exhibits. He added that there will also
There’s more to ‘green’
differential, to allow the customer a choice.
be a greater demand for experiential marketing
Westcott is hopeful: “There are many develop- to broaden their reach.
than green materials.
ments in material innovation, especially in the
Silton said this is the time for companies with
practices show managers and exhibitors
There are cost-saving green
very little funded debt and excellent, high-trust
employ. Research just completed at the Event
relationships to build strength.“Everyone knows
Marketing Institute shows that the market for
responses — like greater
we’re in very difﬁcult times and loyalties will be
green exhibits and event services is likely to
tested,” he said. “Those who have been loyal
double in the next 18 months, and we don’t
use of rental components,
will most likely beneﬁt from the return of
see that slowing down at all yet. Despite the
fact that many managers believe it costs more
less densely designed
to go green, evidence from the supplier side But, he warned, “A real threat we haven’t seen
is demonstrating that, in many cases, smart much of in past years is a looming crisis in
exhibits, extending the life
green practices can actually cost less than tradi- bad debts. Credit lines from banks are drying
tional solutions. Clients are actively seeking up, and companies are trying to replace bank
of an exhibit, and optimal
green solutions. It’s interesting to note that this credit with supplier credit. Suppliers become the
contradiction can actually work in favor of lenders of last resort. That’s not where you want
routing of properties.”
those ﬁrms that are embracing innovation with to be, especially without a solid equity base.”
new construction methods and materials and Marler echoed Silton’s comments. “The com-
rethinking tradition using green principles. pany that’s willing to change and strike a respon-
President and COO
They can save their clients money and reduce sive chord with the client can go a long way,”
their carbon footprint at the same time.” he said.
ACCESS Vol.4 No.2 Winter 2008 8
EMC — Fusing Technology
and Design for Effective Communication
E MC’s world leadership in information Solution
infrastructure and information-lifecycle man- Access gracefully integrated EMC’s products,
agement strategies is unmatched. EMC’s ex- software and service capabilities in the exhibit
hibit, one of 1,600 at NAB 2008, successfully
Event Design magazine while drawing on cutting-edge technology to
positioned the company as a high-tech leader present EMC in a fresh light. Access incorpo-
in the industry with unrivaled information rated the latest technology in the exhibit, creat-
selected EMC’s exhibit management strategies. Having made more ing an environment that displayed EMC’s
than 30 acquisitions in the past ﬁve years, core values to its customers. Integrating plasma
as one of its EMC thought it important that Access convey TVs, light boxes, and 4D Kaon technology,
the company’s core traits in an innovative way: Access was able to convey EMC’s overall brand
communication through event design. message, that the company is “the caretaker of
20 “best and brightest ”
the world’s information.”
from the more than 1,600 EMC challenged Access to integrate its Result
Total Customer Experience corporate tenet Event Design magazine selected EMC’s
into the design of a new custom exhibit. exhibit as one of its 20 “best and brightest”
exhibits at NAB 2008. Designed and created by Access TCA, the from the more than 1,600 exhibits at
exhibit can be reconﬁgured to ﬁt a range of NAB 2008.
trade show spaces, from a compact 10'-x-10'
exhibit to an expansive 80'-x-80' spread. EMC
wanted to go beyond the typical one-to-one
discussions to engage the entire audience
in all aspects of the exhibit. Attendees were
invited to participate in a live theater presenta-
tion showcasing EMC’s unique capabilities,
centrally located in the middle of the exhibit,
followed by an information session with
members of the EMC team. The company
wanted to promote its strategies in a sophisti-
cated way, giving them a sharp, cohesive look
within the exhibit.
9 Vol.4 No.2 Winter 2008 ACCESS
Does it seem that today as much Finally, every material and texture, whether
emphasis is placed on brand impres- static or dynamic, needs to support the mar-
sion as on the exhibit structure? keting objectives, which in turn should sup-
SP: Yes. The corporate marketing world port the brand. Convention and trade show
First Person: Steven Pascal
recognizes that the contemporary customer managers should involve internal brand man-
is visually astute. With unprecedented expo- agers early in the design process, and every-
sure to messaging across multiple media plat- one involved should be asking why and how
forms, buyers expectations — and their recog- certain materials work better than others
nition of brand identities, personalities and to promote their brand.
as a Strategic Initiative
elements of the brand promise — have become
Sometimes it’s hard for exhibit man-
very sophisticated. Because of this, marketers
agers at small companies, who are
spend a good part of their budgets on position-
already multitasking, to accomplish
ing statements, image banks, consumer adver-
this. Where should they start?
tising — basically, on every element that
SP: No matter how small the company, par-
supports marketing objectives and imprints
ticipating in a face-to-face marketing event
the brand on the market’s collective con-
requires the creation of their corporate public
sciousness. These elements form a bridge
face. The goal is to manage that image, not
between the marketer and the target customer,
just the dollars spent.
and the trade show is a big part of this bridge.
Creating a home in which to bond with one’s
What role do graphics play? customer base is as critical to success as show
SP: Well, strategically integrating visual brand and event logistics.
equity is the key to successful exhibiting, but
visual elements often appear to be retroﬁtted. Any parting words?
SP: If convention and exhibit managers ﬁnd
This is a mistake, as it creates an “off-the-shelf”
the visual assessment of their company frag-
look to graphics, which detracts from the brand
mented or nonexistent, they should ask their
statement. Successful exhibit graphics, on the
exhibit agency for help. The agency can create
other hand, reinforce and communicate the
an image — through graphics — that will incite
brand statement by attracting exhibit attendees.
a conversation with attendees.
Are you suggesting that strategic
By embracing the possibilities that the effective
positioning is involved with
use of graphics offers, convention and trade
show managers will signiﬁcantly increase to
SP: Yes. Marketing objectives should not
their company’s face-to-face marketing success.
be passed over lightly, because they deﬁne and
inform every element that brings the brand
“ By embracing
story to life. Adhering to marketing objectives
helps to create and reinforce the experience
the possibilities that
contemporary customers have with the brand.
Every element, including graphics, should help
the effective use
to tell the story of the brand.
of graphics offers,
It sounds as if you have a broad deﬁ-
nition of graphics. Please explain.
SP: Brand elements, exhibit materials, fonts,
images and animation — all of these are deﬁned
trade show managers
as graphics for our purposes. We try to inte-
grate a combination of elements to produce a
cohesive statement that supports the market’s
beliefs about the brand and enhances the cus-
tomer experience in the booth. The goal of
exhibiting is to attract, intrigue and educate the
target market. To that end, graphics humanize
the exhibit experience and create a true spatial
Can exhibit managers adopt a mindset Steven Pascal
that makes this happen? Director of Creative Strategy
SP: Everything in the exhibit space should have Access TCA
a function, a reason for being there. All ele-
ments should support the marketing objectives.
It’s important to build a graphics library that
can be used for large-format and small-format
images. Convention and trade show managers
should think about what’s visible from different
vantage points — from 20 feet, from 16 feet,
from 12 feet, and from eight feet or less. A C C E S S V o l . 4 N o . 2 W i n t e r 2 0 0 8 10
1 2 3
Our clients are hoisting some serious hardware
We congratulate AMAG Pharmaceuticals on receiving a bronze award in
the 2007 In-Awe medical exhibit competition sponsored by the Healthcare
Communication and Marketing Association.
We tip our hats to Giorgio Borruso for claiming more than ﬁve honors for the
Snaidero retail environment.
Congratulations to EMC for its recent award from Event Design Magazine.
EMC’s exhibit was selected as one of the 20 “best and brightest” from more than
1,600 suppliers at the National Association of Broadcasters’ 2008 show.
PERMIT NO. 7