The Large and Small of the Exhibition
a matter of survival of the fittest. So where do gadgets like keychains
and personalized matchbooks fit into the scheme?
If you've never been to the Exhibition floor at
SIGGRAPH, try to picture this: Times Square flashiness coupled with
thousands and thousands of dollars worth of the latest graphics
technology equipment, amidst an over-enthusiastic crowd of SIGGRAPHites.
For the vendors it's a chance to show off, but it's also a means
For the more than 200 exhibitors, there goal is
simple - get your attention and spark your interest.
Large money-making booths such as Intel, AMD,
ATI, Hewlett Packard and Softimage can be seen from any spot on
the floor, spanning as high as they are wide. Mini computer studios,
complete with carpeted floors and leather stools, are assembled
for the three-day long exhibition in order to flaunt their biggest
and best products. NVIDIA attracted a multitude of onlookers with
an on-site logo drawing competition, while the Art Institute offered
Photoshop drawing and painting classes on their eye-catching flock
of Apple Cinema displays. MAYA once again caught our eyes and ears
with a series of presenters, including key speakers from Star Wars.
So, still wondering where the keychains and matchbooks
come into play?
For the smaller booths, survival means not being
overshadowed and not being overlooked. Their main survival tactic
becomes word of mouth, and they know that we tech geeks love our
littler booths offered highly sought-after mass manufactured T-shirts
and hats. The popular favorite seemed to be Virtual Clones' bright
orange T's, which feature their catchy logo in black.
ESC Visual Effects, who was crammed in on one
side of the show, offered match books and fortune cookies which
were personalized with their logo. Throughout the week, their advertising
spread, as matchbooks were left on tables throughout the Convention
Sticking with eye-grabbing marketing, Big Idea
made use of their small space adorning their stand with a bright
green plastic cucumber and a fake red tomato. The look definitely
stood out among the tech-driven decor of the Exhibition.
So next year when you're at the Exhibition, remember
the slogan "only the strong will survive." Because, you'll
need lots of muscle to lug back the array of posters, foam penguins,
magnets, pens, battery-operated fans and reading material that the
booths will be using as bait.