Category Archives: Case Studies

EMC 2014

5 Tricks of the Trade to Double Your Trade Show Impact

Anthony Riniti on Tuesday, May 13th, 2014 Comments Off on 5 Tricks of the Trade to Double Your Trade Show Impact


EMC World – 2014

1. If They Can See Me, They Will Stay

Investing in a couple of plasma screens and a videographer will be the second best investment you have made. On average, we can gather 75-100 people around a pool table. However, after the people get 5-10 rows deep, they will no longer be able to see the show. If they cannot see, they will not stay.

The solution is to mount a camera or hire a camera man who can “shoot” the show and then project it on plasma screens above the crowd. This small investment can literally double the size of your crowd because now 20-25 rows of people can see. Plasma screens or other projectors are inexpensive to rent and will make a tremendous impact on your crowds. Highly recommended.

2. If They Can Hear Me, They Will Stay

Your customized show is funny and informative. The entire show is 100% based on your company’s product benefits and sales message. Your attendees must be able to clearly hear what is being said otherwise they will not stay.

We all know that crowds draw crowds and one of the easiest ways to start a crowd is my unique combination of choreographed music and witty patter. The jokes and by-play at the beginning of the show disarms the audience and builds rapport.

It is imperative to have your speakers mounted as high as possible to ensure clear communication. We offer our PA System as a simple solution, and with a some creativity we can even blend it into your structure.

3. Pool Table on Main Aisle

Location. Location. Location. The correct placement of the pool table is critical for the success of this show. The pool table must be visible from the main aisles. If the pool table is hidden by signage or displays, the crowd may not come into the booth to see what is happening. Ideally it should be placed with one long side parallel to the main aisle or caddy corner to two main aisles.

People are always hesitant to enter into the booth. They feel safe standing on the outskirts or in the aisle. Once the show starts, I will compress the crowd and bring them into the booth. They will not do this by themselves. Once a crowd has begun to form, then additional people will come into the booth.

4. The 3 C’s: Credibility plus Celebrity equals Crowds.

If you saw some guy building a card castle, would you stop? Probably not. But if you learned he was the world’s leading expert, you would be intrigued. The same applies to pool.

Over 40 million Americans play pool at least once a week; however, few if any have ever seen a professional trick shot exhibition. You are giving them an opportunity to experience something truly unique and memorable. It is imperative to play up my credibility of being the Two-Time United States Trick Shot Champion of Pool and celebrity status of appearing on national television.

5. Scheduled Show Times

A large 4-color poster announcing the show times will help to build your customer’s anticipation. The shows will occur during the top or bottom of each hour. We will supply you with JPEGs or flyers for you to personalize with your company name, logo, and pertinent information. This is ideal for pre-show promotions as well as around the booth. With a little creativity, virtually any sales message can be tied into a creative pool cliché.


Case Study – Exhibitor Magazine – April 2014

Anthony Riniti on Sunday, April 20th, 2014 Comments Off on Case Study – Exhibitor Magazine – April 2014

As seen in Exhibitor Magazine – April 2014

Live presentations have moved beyond PowerPoint and dry product pitches. See how these six exhibitors used live performers to capture attendees’ attention and communicate key messages.

Trade shows have a tendency to reduce normally level-headed professionals into a pack of 6-year-olds with attention deficit hyperactivity disorder. The shiny new products, bright lights, and fancy exhibitry can quickly distract attendees from what matters – your product message.

So how do you combat the sensory assault on the show floor? One way it to turn to live presentations to capture attendees’ attention and tell them about your brands’ attributes. But to make these presentations more than just staffers reciting dry PowerPoint slides verbatim, hour after hour, many exhibitors hire professional presenters and entertainers.

They can not only help drum up a crowd, but also teach attendees a thing or two about your company’s product. And although the acts vary from break dancing to card tricks, all successful performances have one thing in common. They weave the product message into a presentation, and don’t just tack it on as an afterthought.

Looking for ideas to create your own entertaining presentation? Then take a cue from these five examples that got it right.

Pool-Table Pitch

Bridgestone America Tire Operations LLC, aka Firestone enlisted Chef Anton of Tricks of the Trade, Inc to perform billiard stunts at the 2013 Mid-America Trucking Show in Louisville, KY.

Chef Anton began each roughly 28-minute performance/sales pitch hybrid by clearing all the balls with a single shot and paralleling that feat to how the decreased rolling resistance and long tread life of Firestone’s tires can also knock truckers’ problems out with a single shot.

Once Anton had formed a rapport with his audience, he asked for a volunteer for his most daring stunt. While blindfolded, he shot a ball out of the attendee’s mouth, which struck a tire that rolled across the pool table and into a pocket. Those brave enough to risk their pearly whites were given a branded ball as a memento.

As a grand finale for his act, Chef created a five-foot tall stack, using 33 balls in total, and shot them all at once. And while he has performed the signature trick for other clients, this time it involved a product-centric twist. Instead of standard billiard triangles for the stack’s foundation, Anton substituted pieces of Firestone’s tire tread to demonstrate the product’s strength and durability.

Chef Anton performed his tricks every hour throughout the three-day show, and attracted upwards of 250 attendees each time. Moreover, attendees spent an average of 22 minutes in Firestone’s exhibit compared to the national average of 90 seconds.

Ultimately, Anton’s knock-out shot helped Firestone sweep its competition, too.

Exhibitor Magazine Cover

Exhibitor Magazine Introduction



Exhibitor Magazine Case Study
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Website Introduction

EMC Global Education Case Study

Anthony Riniti on Monday, March 31st, 2014 Comments Off on EMC Global Education Case Study

EMC Global Education – Rod Gilbert – Market Development Manager
EMC Global Education Goal:

“To teach our value proposition to the attendees and turn 25% of the leads into sales.”

EMC Global Education DSC3619 copy2EMC Global Education Results:

“We had over 1000 people watch the routine and listen to our message each day. 750 Qualified leads which are being converted into sales as we speak. We packed the booth every day for every session – there is no doubt that every customer who participated left knowing about our value proposition.”


National Gypsum Case Study

Anthony Riniti on Monday, March 31st, 2014 Comments Off on National Gypsum Case Study

National Gypsum – David Drummond – Manager Marketing Communications
National Gypsum Trade Show Goals:

Show a 50% increase in qualified leads going from 300 per day to 450 per day.


National Gypsum Results:

“The traffic generated by your presentations far outweighs anything we have done before. Our qualified leads increased by over 300%.  Our qualified leads increased from 300 per day to nearly 1,000 per day.”


QuickScrews Photos 2005 036

QuickScrews International Case Study

Anthony Riniti on Monday, March 31st, 2014 Comments Off on QuickScrews International Case Study

QuickScrews International Corp. – Rick Gentry – V.P. Sales & Marketing
QuickScrews Trade Show Goals:

Maximize their cost per qualified lead.

QuickScrews Photos 2005 036

QuickScrews Results:

“Our findings were that over the last 10 years, our cost per qualified lead was actually 33% less on shows that Chef Anton worked with us.”



Bridgestone Case Study

Anthony Riniti on Monday, March 31st, 2014 Comments Off on Bridgestone Case Study

Bridgestone – Sire Spregle – Trade Show Coordinator
Bridgestone’s Trade Show Goal:

To introduce Bridgestone Mining Solutions and to increase the attendees’ time n the booth.


Bridgestone’s Results

“Without Chef Anton, the average attendee stayed in our booth for 90 seconds. With Chef Anton, the average attendee stayed in our booth for 22 minutes.”

92 Retention Rate - Reduced

X-Rite Case Study

Anthony Riniti on Monday, March 31st, 2014 Comments Off on X-Rite Case Study

X-Rite – Heidi Bigler – Marketing Communications / Trade Shows
X-Rite’s Trade Show Goal:

To communicate their Top Three Sales Points to the attendees.

  • Graphic Design Professionals — Solutions to assure their prints match what they see on their monitors.
  • Prepress Professionals — We have the ability to enhance advanced versatility for complex workflows
  • Printing Professionals — Guranteed faster make-ready, real time measurements and ultimate ROI.

Crowd Shot

X-Rite’s Results:

“We contracted an independent study of over 2,500 attendees and found that one week after the trade show was over, attendees had a 92% Retention Rate of Our Top Three Sales Messages.”