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Most trade show veterans will agree— there are few places less desirable than the back corner of the exhibit hall. After a year of setbacks and cancellations, many brands are struggling to get back the prime spots they once had at their industry’s biggest shows. What to do when life hands you a disappointing trade show location? In most cases, you can file for an appeal. But you may only be rewarded with a better spot next year. Until then, a few alternative strategies.

Designing a mobile experience that transforms the inside of a truck into a museum or a science lab takes imagination, design expertise and an ability to dream outside of the box. It also requires collaboration between the designer, who has an idea in mind, and the fabricator, who knows how to build it. When it works, it’s a beautiful thing, immersing attendees in the experience and engaging them in the message.

When opening day at the New York Red Bulls Arena soccer stadium in Harrison, NJ rolled around on March 20, fans who flocked (mostly by train) to the game were greeted outside by a brand new all-soccer Fan Zone, designed by Burbank, CA-based Midnight Oil Creative. The team, owned by Austrian energy drink company Red Bull GmbH, has until now played at Giants Stadium at the Meadowlands in New Jersey.

In our new regular series, EM revisits old event marketing trends to find out where they’ve gone since we first reported on them. Are they old hats and has-beens? Or is that past up-and-comer a future best practice that’s now an industry standard? In this installment, we focus on interactive touch screens, which we first examined in October 2006.

When Ohio passed legislation in 2008 to become more energy efficient, utility companies like American Electric Power—one of the largest companies of its type in the country—were tasked with educating residents on how to save energy in their homes and workplaces. The solution was The Home Energy Savings Tour: Featuring gridSmart from AEP Ohio.