Making a Mark on the Show Floor
Project;
20' x 40' Exhibit – American Academy of Orthopedic Surgeons Conference
Responsibilities:
Exhibit Concept and Design, Art Direction, Vendor Negotiation, Budget Management
The Bottom Line:
I designed MicroPort’s AAOS exhibit and negotiated a three-year vendor agreement that cut annual costs from more than $200,000 to $120,000. The $80,000 saved each year went back into marketing.
"MicroPort had to create an engaging experience without matching their budgets."
Case Study:
MicroPort needed an AAOS exhibit that could educate surgeons, host private business meetings, and attract attendees, all inside 20' x 40'. Competitors were established medical device companies investing heavily in their booths. MicroPort had to create an engaging experience without matching their budgets.
I led the project from concept through execution, working directly with the fabricator on design, the vendor relationship, and budget. The space had distinct areas for private meetings, informal conversations, product displays, and a virtual reality surgical demo that became the focal point.
Once the design and stations were approved, I brought graphics production in-house to cut costs. I also saw an opportunity in the vendor’s proposed three-year agreement. It spread the cost of the exhibit structure across multiple shows instead of funding a new structure every year.
I took the case to leadership: a longer commitment would deliver a stronger exhibit and keep costs under control. The agreement cut annual costs from more than $200,000 to $120,000. That freed $80,000 a year for additional marketing and a surgeon dinner. Annual graphics refreshes were included, as long as the structure stayed intact.
The result:
MicroPort kept a strong presence at its largest industry event and spent $80,000 less each year doing it. The savings went to more marketing and more time with surgeons.
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