Roll out those lazy, crazy, hazy days of summer! Fortunately, summer hasn’t been lazy for TPG! The summer months are typically slower in the trade show industry, but we are fortunate and grateful to have assisted clients in expanding their brand messaging and exhibit reach at several trade shows throughout July.


First, summer sizzled for for our global healthcare client when they previewed their new multi-purpose digital imaging solution at the Association of Medical Imaging Management (AHRA) annual trade show in Anaheim, CA. We assisted this healthcare giant by providing a professional trade show presenter, who interacted in real time with a company technician to demonstrate their complete Diagnostic Radiology (DR) portfolio. Our presenter delivered the scripted presentation to inform visitors of the features and benefits of their diagnostic solution, while engaging the company technician with relevant questions in a manner compelling to a sophisticated audience. Then, our presenter assumed the role of patient model as the technician demonstrated the advanced clinical applications.

TPG Presenter conducts the demo at AHRA.

TPG Presenter interacts with a company staffer during the demo at AHRA.

Next up, the Ford Commercial Vehicles booth was hot, hot, hot at the International Association of Fire Chiefs’ Fire Rescue International (FRI) in Charlotte, NC. Ford utilized our complete trade show team to implement the event marketing in their exhibit. The team included our set-in staff, script writers, a spokesperson for the hourly in-booth presentation, our product specialists (truck experts), and brand ambassadors. In addition to the presentation, our booth attraction included the popular prize wheel – always a big hit with Fire Chiefs. Utilizing a trained, outside professional trade show team is ideal when companies exhibit at multiple trade shows throughout the year and don’t always have the travel budget for their own staff. A professional trade show team will also assure that your exhibit has the necessary pizzazz required to stand out from the sea of others.

TPG Presenter at Fire Rescue International.

TPG Presenter attracts a crowd at Fire Rescue International (FRI).

Finally, summer shined for Henry Shein at the American Veterinary Medical Association (AVMA) in Indianapolis. Henry Schein Veterinary Solutions offer unparalleled excellence in veterinary practice management software solutions. They also sell veterinary supplies. We were asked to provide a brand ambassador/attendee engager to facilitate a “pull-through” strategy, designed to attract visitors into their main exhibit and make sure qualified attendees visited all three Henry Shein booths on the show floor. Trained and knowledgeable brand ambassadors can be the unsung heroes of your trade show exhibit. They possess the requisite good-natured personalities and social skills that are perfect for approaching visitors in the aisles and connecting them to the right areas in your booth or the appropriate exhibit staff.


TPG is grateful for the continued support of our trade show clients during the dog days of summer.  From small start-ups to Fortune 100 companies, we have the experience and expertise to deliver a striking event presence with actionable results. In creating meaningful brand engagements, we combine leading technology with the warm, human connection that make face-to-face events a necessary and effective part of your marketing mix. So, enjoy your summer and let us bring the heat to your next trade show or special event!

C.C. Carr – Lead Onsite Director

Contributor – Jean Howard, Director of Business Development