Lisa Sinicki
Lisa Goell Sinicki wrangles content and metrics for 3D Exhibits.
Trade Show Marketing Lesson from Johnny Weir: Authenticity Stands Out
February 13, 2014
Like them or not, figure skater Johnny Weir’s dramatic outfits at the Sochi 2014 Olympics stand out. This authentic representation of Johnny gives us some insight into Johnny the person and sets him apart from the typical network blazer-wearing sports commentator. It also elevates his memorability factor way off the charts.
This same technique can be applied to help differentiate your company and your exhibit from the competition on the trade show floor. We challenge you: pick something unique about your company or its culture and integrate it into your display. It takes guts, but as Johnny proves—the payoffs can be huge.
· Is there a game you play in your office? Paper airplane contests, karaoke, ping pong breaks in the warehouse? If so, bring it to the booth.
· Is there an element of your corporate environment you can recreate on the show floor? EPIC, a huge supporter of local artists always integrates some of its collection into its exhibit. Burwood demonstrated its problem solving process by integrating white boards throughout its display.
· Does your company have any traditions that relate to fashion? An in-exhibit ugly sweater contest would certainly get attendees talking—as would a display of your team’s vintage concert t-shirts or wild golf outfits.
The key is to be open about who your team members are as people and trust that your target audience will appreciate your honesty.
I suspect that years from now, when we think back on the Sochi Olympics, Johnny and his statement of personal freedom are going to stand out as a highlight of the games. Can you make your exhibit marketing do the same for your company at your next tradeshow or event?
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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