Hamilton Exhibits

Isn't life just a bowl of cherries ... or is it one lemon after another?  Most often, life is what you choose it to be.  I remember my devastation five years ago when I was diagnosed with diabetes.  Tough blow – nobody wants that dumped on them and I was no different – needles, no sugar, nothing good to eat ever again in my whole life, more needles – poor, pitiful me. 

Admittedly, this was my modus operandi for a few days.  Once the initial shock wore off though, I chose to focus on the positive.  Unlike many other dreaded diseases, diabetes is manageable.  It was fairly easy to make a few changes, find the right doctor, find the right medicine, and choose the cherries over the lemons.

Life can be a bowl of cherries when you're in the market for a custom exhibit design too.  By managing the process, you won't allow it to manage you.  Just choose wisely.

• Choose to do business with people you like and trust – people who listen to your needs before they consider their own.
• Choose a company with a partner vs vendor mentality.  Face to face marketing requires strategy before order taking.  Does your partner help you develop your strategies or do they just take your orders like any other vendor?
• Choose a company that remains current on customized trade show trends.  Seems like a no-brainer, right?  The key word is "custom" which should translate to an exhibit design created just for You.  One size does not fit all for display graphics any more than it does for portable display systems.

Even living with diabetes, I still have a bowl of cherries every now and then.  Life is too short to give up everything!  And when the lemons come my way, I am definitely CHOOSING to turn them into a yummy, homemade lemon pie (well...almost homemade...my piecrust is crummy)!



Brenda Hurst

Recent disasters such as the BP oil spill in the Gulf of Mexico, the volcanic eruption from that volcano whose name no one can pronounce, the earthquake in Haiti, and the Tennessee flood that sadly ruined the Grand Ole Opry have reminded me of BOC's immortal warning "History proves again and again how nature points out the folly of men . . . . . GODZILLA!"

I don't want to make light of the human suffering that results in such events but isn't it clear that whenever man thinks he is in control of a situation, nature steps up and smashes him into bits like a papier mache Japanese skyscraper?  Can't we see that our puny weapons are useless against it?  Alright, you say, but what does all of this have to do with event marketing services or custom trade show exhibits?  Allow me to explain.

One does not build his house on a fault line and one does not build a tower for a trade show display booth without seeing if it will actually stand upright prior to shipping.  Furthermore, don't camp on the bank of a rising river or assume that your utilities order will be delivered when you post it Sunday night from your Blackberry whilst sitting on the beach in sunny Acapulco.  Seems elementary, doesn't it?  Unfortunately, deadlines and over confidence have teamed up to ruin some of our industry's best laid plans.

When one's business is building prototypes on an event basis, one cannot be too mindful of the potential disasters that result from inattention to details and timeliness.  In the course of my numerous seasons in the trade show business, I have felt the hot breath of GODZILLA on my neck many times and have learned the hard way to pay attention to everything and to do it now!

For the moment, the vengeful monster of mistakes has retreated to his icy lair, but I am every vigilant lest he awakens from his slumber and wreaks havoc on the Tokyo of my labors.

Classic hair bands can teach us a lot.  Next installment: The Wit and Wisdom of Foghat.

Until we meet again.

 
Jeff Lake

It seems that every time we turn around, we hear negative comments regarding the attendance, or lack thereof, at industry tradeshows and events.  Somehow, over the decades of face-to-face marketing evolution, the myth of packed show floors and increased lead generation has provided a false sense of security.  Using this myth as the benchmark sign of a successful event is unmistakably misleading!

At the same time, recent reports from CEIR (Center for Exposition Industry Research) tell us that while attendee numbers are low at industry wide tradeshows, the quality of the attendees has increased, resulting in more targeted visitors.  So, regardless of a time when big crowds lined the convention floor aisles vs a lesser,  more defined audience, the question is “How do we capitalize on attendee and lead capture while making every face-to-face marketing opportunity count?”

I recently read an article about a company exhibiting at a prestigious industry event where they showcase critical legal documents to an audience that has “been there, done that”.  Not to mention,  the attendance at this event had dropped some 25% from previous years, so exhibitors  were forced to do more with less.  Accomplishing targeted reach with fewer prospects via a seasoned audience that required impact made it critical to create a memorable draw!

This company called upon its internal teams to create an integrated campaign based on a whimsical summer camp theme to lure its audience (no matter what the numbers!) to its trade show display booth.  Two key objectives were to  create a record number of product demos and convert visitors to active participants.  From pre-camp promotions to camp activities and blazing the trails with educational platforms for visitors, they attracted their targeted audience and increased in-booth product demos by over 15%!

The moral of the story is simple.  Despite negativity in the industry, you can make the difference with creative, integrated programs that target your audience!  This will translate to more accurate lead capture measurement and spare you from falling into the “big-crowds-are-better” myth!  Let’s make time to discover some fresh ideas about how to reach our audience in an engaging and memorable fashion!


MaryBeth Gieser



 

In the ‘90s, I was called upon to manage the exhibit program for a Big Pharma company.  This wonderful opportunity pretty much sprang up overnight.  My trade show experience to date included ONE local convention using a portable display system.  I was honest with management about my “one and only”, to which they responded “That’s one more than anyone else around here can claim”.  Well alright!
   
To say that this was a daunting task for me would be putting it mildly.  I had inherited so many parts and pieces that we could build custom trade show display booths for every therapeutic class in our Big Pharma portfolio.  Of course, this became reality more often than not.
   
I can’t help but think of my two sons who would spend hours with their building blocks creating towers and homes.  In my mind, trade show display booths aren’t that different.  Don’t we often build towers for maximum viewing?  And don’t our booths serve as a temporary, “home away from home” in which to welcome our convention guests?
   
Sometimes, the complex can be quite simple.  It increased my comfort level to think of all of these exhibit parts and pieces as merely big building blocks.  I came to realize that I could answer the Big Pharma call if I managed my big building blocks appropriately.  What wasn’t so easy was convincing the different product teams to share the blocks.


Brenda Hurst

Do you remember the Simpson’s episode when Homer’s long-lost auto executive brother allows him to design his new company’s latest model?  He reckoned that with Homer’s “everyman” taste level and natural car-savvy that he would come up with a real crowd pleaser!  Unfortunately, his creation was a hideous mess and brother’s fledgling enterprise was ruined beyond repair.
DOH!!This, dear reader, is the ugly outcome of collaborating the wrong way known as FRANKENSTEINING! I myself have designed more than a few  grotesque and gargoylish custom trade show display booths in my salad years with the assistance of well-meaning salespeople and customers.  Let’s get it straight, collaboration is a good thing but it doesn’t mean capitulation nor does it need to result in confrontation. To aid my stumbling attempts to create, I have spent endless hours poring over dark and arcane musings of business writers, pundits and ethereally hip blogsters to finally arrive at some resolution to this dilemma which I will now reveal.
 
These are the rules that make design- partnering productive and successful while helping all parties involved avoid the soul-crushing misery and despair that comes with the endless, aimless, overly comprised struggle that descends like a chilling Transylvanian fog when eager-to-please designers hand the reins to Miss/Mr. Marketing Major whose only here-to-for interest in design was deciding how to arrange his/her matching Naugahyde recliners in such a way as to allow optimum viewing of the Big Game!

But I rant.

Rule #1 
The customer’s role (I will call him Victor) is limited to identifying problems and explaining why they are problems. The designer (Igor) provides the solutions. This is how a designer brings value to the equation and stops being merely a pixel-pusher. If Victor gets into the design sample material room, bad things happen.  I have seen Formica combinations that would make a billy goat wretch!

Rule #2  
Ask for specific reactions. Querying “whaddayathink?” is an invitation to a derailment. Rather, ask “do you think this custom exhibit design meets your business objectives?” or “how do you think your customers will react to this?” You cannot control Victor but you can contain him.

Rule #3
Be able to justify your decisions. When Victor asks “why did you choose to hang a purple inflatable pig from the ceiling?” “Because I think it’s cool” is not good enough. If Victor understands that you have real reasons and methodology behind your ideas, he will be much more likely to trust you to lead than if he suspects you are only shooting from the hip based on nothing more than your intuition, which he doesn’t really believe in anyway.

Rule #4
Leave your fancy-pants design school jargon at home. Learn to speak the language Victor prefers. He is far more interested in the hard-nosed business of exhibit design vis-à-vis the financial outcome of your event marketing services and the effect that the project you are pitching will have on the bottom line and, very importantly, his career!

Rule #5 
Understand who you are dealing with. Simply put, don’t try to sell Mozart to a guy wearing a Willie Nelson tee shirt!  You should be able to design a brilliant custom trade show exhibit around livestock feed as handily as you can around the latest Apple gizmo.

Remember, Igor, you will not be able to follow these dictates at all times, but if you keep them in a large jar labeled “good brain” within easy reach in your lab, you will eventually find that your creature will not die on the table because Victor passed you the wrong carpet sample or insisted on using Comic Sans everywhere, and you will be able to look upon your handsome offspring with love and pride, and declare, “IT’S ALIVE!”
 

Until we meet again,
 

 
Jeff (you meddling fool) Lake

 
P.S.>  Don’t get me wrong, some of my best friends are Marketing Majors and I have enjoyed their company at many fine beer- and sports-driven events and if any of you would like to invite me over I will happily accept and even toast your business acumen with any grain based distilled adult beverage you select!

From the first bazaar to the most current trade show trends, face to face marketing is still the very best way to create or further a relationship.  And relationships are still the best way to sell your products/services.
 
If your trade show budget is being squeezed, as is often the case in today’s economy, you might want to consider getting back to basics with your exhibit design.  Take your trade show display booth and create a defined hospitality space for your clients and prospects.  Much as you would do in your own home, make them comfortable, offer them a beverage, and provide seating where they can rest their tired feet before continuing on their way.
 
Creating an oasis for your clients and prospects may entice them to spend more time with you.  And time spent with YOU is time NOT spent with your competitor!  As an added bonus, getting back to basic hospitality may be easier on your budget than shipping a ton of product and/or spending thousands of dollars on impersonal, multi-media content.
 

"Simplicity is the ultimate sophistication."
- Leonardo da Vinci

We have all heard the expression “you get what you pay for”.  This sure was the case for my husband, Brandon, when he purchased a piccolo. Brandon has always enjoyed music and wanted to find an instrument that would enable him to expand this interest.  The piccolo seemed like a sure winner in his mind.  My only request was that he find something “used” since he might not take to it as well as he imagined.  So he took off upstairs to search on eBay.  To my amazement, he found something fairly quickly and it was only $8!  He couldn’t believe it and neither could I!  The picture showed a gold piccolo in great condition. 



Very excited, he went ahead and purchased it.  Two weeks later, a very small box came in the mail.  When he opened it up, it was a piccolo CHARM!  Needless to say, he will never live that one down…and he will never again rely on an Internet picture.  Brandon has done a great job since in doing his research before making a purchase, but in this case he got what he paid for!

The same can hold true when purchasing a portable display system online vs. purchasing one through an exhibit house.  I have had clients call for pricing, only to tell me that they can purchase the same thing online for much less.  The problem with that statement is that the comparison is not apples to apples.  Be sure to consider the following questions when shopping for a portable display system:

•    Are the hardware components high quality?
•    Will it hold up over time?
•    Does the company back it up with a warranty?

The portable display systems distributed by Hamilton Exhibits are high quality in both hardware and functionality and are backed by a warranty.  I would welcome the opportunity to discuss your needs and review your options.  Having worked with many manufacturers, it would be my pleasure to talk with you about the portable products that are available and what you can expect from them.           

So I know what you are thinking...why would I choose an exhibit company to create display graphics for my trade show display booth?  This is an easy one to answer...because we have some awesome designers at Hamilton Exhibits – for both custom exhibit design and display graphics design.  I am proud to serve as one of the display graphics designers.

A few months ago, the owner of Kaia Foods came to us needing a 10-ft trade show display booth. He sent us the Kaia logo and a few photos of their packaging.  The message he wanted to get across was that Kaia Foods’ products are raw, certified organic, and gluten-free. So I started working on the design. My first thought was to keep the design clean in a simple, straight-forward way so that Kaia could maximize their face to face marketing opportunities.

Kaia Foods unveiled their new booth and graphics with huge success. They were presented with the “Best of Show” award!  Congratulations to Kaia Foods!  The owner summed it up as follows. 



“The booth was AWESOME; thank you!  Everyone commented on how good it looked.  It definitely was the most crisp, clean, and professional looking of all the raw food companies (and of most every company at the show, for that matter).  It really helped Kaia Foods cement its ‘leadership’ positioning.”   

Your first date, first car, first job...we all have a lot of "firsts" in our lives.  One particular first that I can vividly recall is my first trade show display booth.  My employer, a small construction company, had reserved a 10' x 10' space at a local convention and it was suddenly my responsibility to fill it.

• Did it matter that I had never even been to a convention?  No
• Did it matter that I knew absolutely nothing about face to face marketing or the latest and greatest trade show trends?  No
• Did it matter that I had never heard the word "drayage", wasn't familiar with I & D, and spoke English instead of Aconym Alphabet Soup?  No

The problem was that I didn't want to just fill the space.  I wanted it to look professional, identify our services in a clear and concise manner, and be welcoming enough to make the attendees want to do business with us.  Not a problem; bring on the challenge. 

After selecting a new portable display system complete with eye-catching display graphics, I ordered my trade show services and moved ahead with a plan to attract people to the booth.  One hot-air balloon ride giveaway and lots of notepads printed with "Let us help you get your construction project off the ground" later, we succeeded.  This first yielded another first: our booth was presented with the "Best Trade Show Display Booth" award for the entire show . . . . . AND we landed a contract to build a nursing home!  Several years and hundreds of trade shows later, I still get a kick out of remembering my first time.

Brenda Hurst

By the way, I'm still married to my first date and my first car was a 1968 Ford Mustang.

In the movie "Field of Dreams", Ray Kinsella (played by Kevin Costner) hears a voice whisper "If you build it...he will come".  Not knowing why, he follows this voice, builds a baseball field in the middle of his cornfield, and waits for someone to come.



Many years ago, this mindset applied to trade show exhibits as well.  Before technology, the internet, escalating costs, etc., a custom exhibit design was the main draw to attracting attendees.  Of course, this was also a time when trade show display booths were used primarily for visiting with current clients and showcasing new products.

Today, face to face marketing is far more sophisticated, and in some ways, more complicated.  With the additional technology resources available through email, internet, social media, and virtual methods of every shape and size, you now must lure customers and prospects to your booth long before the doors open.  Time is money and people need to know who you are, what you do, and most importantly, why your products and/or services would be of value to them.  By "easing their pain" (another line from the movie), you will give them a reason to meet with you at the event.  Remember, trade shows are still the most valuable and cost effective, face to face marketing environment in which to engage your prospects and customers.  Make sure you create an integrated event plan that markets to them before, during, and after the event.

"Field of Dreams" is a magical journey about life, following your dreams, and embracing new beginnings.  If you "go the distance" (ok, another movie line)...and build the right marketing plan...trust me...they will come.  Make it count!

I embrace technology and the latest trade show trends.
 
I love my design visualization software!

I am on Facebook and I tweet too! I have an I-Touch and watch 30 Rock. In short dear reader, I am a modern man --  not a Luddite, denouncer of modernity or a reactionary troglodyte lost in a dream of recapturing the golden days of yore.

I enjoy being able to jump on a web site and copy/paste a logo, find display graphics or research details of a company. I do not miss the days when markers ran dry, X-ACTO blades scarred my flesh and revisions required spray adhesive and acetate. I do not romanticize over the era when hunched-over salesmen, arms permanently elongated by years of schlepping gigantic briefcases filled with the flotsam of pre-computer era salesmanship, lurched into view at 5:00pm demanding a custom trade show exhibit “sketch” for tomorrow, then scurrying off on their run-down heels to parts unknown.

I do, however, miss the times when I could visit a prospective client in his/her office and spend a hour or so getting to know them a little through a face-to-face discussion of their ideas and needs.  I’m not saying we formed “relationships” on the spot but many things are revealed in a personal meeting that really can’t be described in an RFP.

I recall an early experience when, in a CEO’s office, I observed a Chippendale desk with a bronze eagle perched on it, an antique Persian carpet on the floor, and a Hudson River Valley School Oil painting prominently displayed next to an American flag. My earlier thoughts of a post-modern design solution for him were quickly forgotten. Instead, I pondered the question: “what would Herbert Hoover like?”

Unfortunately, my recent visits to prospective clients have been few and far between. Useful meetings have been regrettably replaced, in many cases, by the ubiquitous “RFP” process. Over the past ten years or so, I have seen dozens of these documents, and, with little exception, they seem to be crafted by the same cautious wordsmiths who seemingly have sprung up from the depths of business schools with degrees in “Boilerplate” and ambiguity. Making things even more vexing is the caveat so often accompanying the RFP that prohibits any contact other than a pre-arranged email reply to questions posed during a narrow time frame by the respondents, who, by all appearances, seem to have been chosen at random. With the hours of work and expense that goes into pulling together a speculative custom exhibit design presentation (complete with numbers estimating the cost of every imaginable service and contingency), it is only fair to expect that a presentation by the designers be permitted.  Sadly, that is, too often, not the case.

But I rant.

I have no illusions about going back to the “old ways”.  However, with nearly every corporation claiming to value relationships and care deeply about customers, all while striking a pose of social enlightenment, is it too much to ask that custom exhibit design be accorded the stature and respect that it deserves in the big picture of event marketing and not be relegated to the procurement department’s sub-basement along with the dregs of banal commodities like toilet paper and light bulbs?*

Until we meet again…

Jeff (The Situation) Lake

* I do not have anything against either of these fine products, and enjoy using them often.  In fact, if you are a marketing director responsible for exhibiting either of them, I would be thrilled to respond to an RFP!

I am reasonably certain that our national economy will begin to significantly improve this year, and our industry will show signs of life as a result -- but we have a choice to make at this moment in time.  For our industry, we have the ability to choose between  1) a subdued recovery, dampened by the lackluster physical appearance and extraordinary cost of tradeshows; or  2) a robust recovery that is supercharged by a new business model from which exhibitors and all industry segments will benefit.

The EDPA positions on the business practice of pacakaging or bundling of "exclusive" with "non-exclusive" services, and the peculiar fees that lead to unpredictable show costs and exhibitor dissatisfaction, are well known.  The marketplace does not reward this kind of activity for very long; consequently, we are confident that reasonable people can collaborate on a solution that facilitates fair competition among all designer-producers, incuding those that perform exclusive trade show services in convention centers.

Exhibitors can no longer juggle upwards of 30 different charges or fees, many of which are unpredictable and very challenging for any budget-compliant event manager.  Each year, our customers opt for smaller, lighter, less-magnificent exhibit solutions because we use weight as the primary variable in the calculation of material handling charges.  If we do not actively collaborate to determine a better measure, we will continue to see tradeshow display booths become more lackluster, as the average size of events decreases.  This trend will exacerbate the overall decline in tradeshows, simply because they will be less compelling and differentiated against online sources for information and engagement.

Soon, our municipal boards and legislatures will realize that their recently expanded convention centers are being negatively impacted by these trade show trends, and they will attempt to exert more control -- which will cause us to focus on their model instead of ours.  Think Wall Street, the auto industry, and health care reform; governments become even more reactive when industries are not proactive.

The good news is that face to face marketing is a proven medium that deserves its place at the top of the marketing spend.  All industry segments acknowledge that the current model is problematic and must be modified to enhance the viability of tradeshows.  The EDPA is supportive of recent initiatives to develop industry best practices, and is actively engaged in dialogue with other associations and constituents -- and encourages all interested parties to participate.

Normally, when you think of trade show services, you immediately consider things that are physically related to the trade show display booth -- items like display graphics, exhibit design, audio visual, furniture rental, electrical...the list goes on and on. 

Today's trade show services, however, also extend into the virtual arena. Linking your pre-show materials and post-show follow-up to an event-specific company website is becoming a savvy trend for maximizing ROI. This new trade show service can give your exhibit more exposure before, during and after the show; while collecting data, providing information, and registering attendees and non-attendees alike. Consider extending your trade show experience beyond the show floor so that your investment lives on long after the lights have dimmed.

Ask a Hamilton representative for more information on virtual solutions to extend the experience, today.

What are the latest trade show trends in portable display systems? Integrated A/V workstations and tension fabric display graphics are among the hot new features that are showing up on the trade show floor. These dynamic 10' portables are creatively detailed and engineered well enough to be mistaken for a custom trade show exhibit, at a fraction of the cost! 



If you are looking for something more than the standard cookie-cutter pop up, but don't have the budget for a custom exhibit design, check out these newcomers to the portable display system line-up.

Are the days of the custom trade show exhibit numbered?  Most say that's not very likely.

In a recent survey done by the Center for Exhibition Industry Research (CEIR), it was found that the cost for obtaining a high value lead was significantly lower from a trade show exhibit than when derived from other non-show methods. The majority of those surveyed strongly agreed that trade shows are not only cost effective, but actually maintain a high perceived value as well. 

At Hamilton, we believe that trade show exhibits will continue to be one of the best methods to interact with your current and prospective clients. This is one of the few environments where clients are coming to you, generally with more time, to discuss their needs and your products.  Face-to-face marketing will never go out of style. Hamilton Exhibits can provide the tools you need to exceed your marketing goals at your next event. From portable display systems to custom trade show exhibits, contact us to...Be Understood®.

We strive to thoroughly understand our clients' event marketing objectives.  Then we create exhibit, event, visual media or program solutions that effectively and efficiently promote our clients' brands and products, and help them to be understood.

Hamilton Exhibits is an internationally-recognized, full-service, face-to-face marketing resource, providing exhibit, event and visual media design, production and program services, with integrated tools to facilitate efficient execution.

We create measurable marketing solutions that go beyond structure to effectively promote brands and products so that our clients may...BE UNDERSTOOD.

Trade show trends are currently moving toward more eco-friendly solutions. Here are some ways you can integrate a more environmentally responsible approach into your upcoming event program.

Remove: unnecessary materials through better design.
Intelligent design requires the designer to take yet another look.  This re-evaluation can often lead to a solution that uses less complex parts, better materials and results in a better economy of use.  Smart design is always the beginning of a good foundation in the production of an efficient and effective exhibit property.

Reduce: weight when possible to save fuel in shipping.
The overuse of materials such as particle board, steel and laminate often are the principle factors in the high price of shipping an exhibit property to the show. By using aluminum alloy structure and fabric panels when possible and renting locally when feasible, a substantial reduction in transportation costs can be achieved.

Reuse: components that can be reconfigured and re-purposed.
Planning for change can reduce the waste factor when updating an exhibit property. Instead of destroying their exhibits after they have outlived their usefulness, many companies are seeing the benefits of building with reusable components that can be reconfigured for their next new exhibit.  Modularity, flexibility and re-usability are key attributes that any new build should possess.

Renew: by choosing materials made from sustainable resources.
Consider the impact of your design decisions by choosing materials that are made from renewable resources. For instance, bamboo and cork are now alternatives to traditional flooring and are becoming popular choices as sustainable resources.

Recycle: by using materials that have recovery value.
Not all materials used in your exhibit program will be renewable, but many will be recyclable. Make a plan to salvage a portion of the value of the steel, plastic and old carpeting your exhibit contains when it comes time to retire your assets. Recycling makes good sense by conserving our resources and reducing the amount of new product that must be produced each year.

Restore: by reducing environmentally damaging materials.
Choose products that don’t contain volatile organic compounds (VOC)  Most manufacturers have available a non-VOC paint, solvents or cleaners that can be substituted and will have a much lower impact on our environment.

Recover: reclaim revenue, a savings to you and the environment.
Finally, make choices that are energy efficient. Low voltage lighting and LED technology are rapidly becoming standard items in exhibits today and using equipment with an ENERGY STAR rating is always a good place to start. By lowering energy consumption you can reduce the detrimental effects of power generation which will in turn save you money in the long run.

Green exhibiting isn’t just about materials and it's not just about keeping up with trade show trends, it’s about making choices that impact the entire process with the desired result being a smaller environmental footprint for your exhibit program.

Among the countless marketing tactics available to businesses today, face to face marketing has long been recognized as among the most effective and cost-efficient methods available.

The ‘environment’ is the venue where face to face marketing relationships are cultivated.
These can be exhibits for trade shows and events; events and meetings during trade shows; proprietary events; private internal events; mobile marketing solutions; executive briefing centers; or, permanent or temporary retail solutions.

In each of these venues, the same rules apply. The environment selected should:

1) Have a clear purpose.
2) Have objectives that can be measured.
3) Appeal to and capture the target audience.
4) Have a brand and/or product focus.
5) Be in compliance and alignment with the overall brand or product marketing strategy.

Trade shows or events which do not effectively reach a predetermined target audience should not be considered. Participation for the sake of “being there” deprives more meaningful presentations and appearances of the necessary human and financial resources to be successful.

The design of the environment or exhibit should address the specific criteria or objectives that determine success – and not selected based on subjective inclinations. Designated staffers should know exactly what to accomplish during their presence at the event, and how they are to achieve those goals.