So I set out on a personal quest, asking the sponsors of the gimmickiest stunts to explain what point they were trying to make. Why did McAfee have two Ford GT’s? Why did Xirrus have boxers? And why wouldn’t that robot shut up?

Interop Las Vegas Show-Floor Booth Gimmicks from Stephen Foskett on Vimeo.

Note: No booth babes are included in this video, though they were all over the show floor. I have a problem with companies using booth babes and chotchkies, but it might not be what you think!

© sfoskett for Stephen Foskett, Pack Rat, 2010. | Interop Show-Floor Gimmicks: What’s the Tie-In?
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Back in the old days, vendors used to give away Harley Davidson motorcycles and Mercedes-Benz cars (no kidding!), but even in these days of waning investment, conferences still have some expensive goodies. I decided to take a walk around the show floor at the April 2010 Storage Networking World (SNW) in Orlando, checking out the loot.

So we’ve got some solid prizes here, with a definite Apple bias. The score:

1. Amazon Kindle x4
2. Apple iPad x3
3. Apple iPod Touch x3
4. Cisco Flip x3
5. HP Mini netbook x2
6. Dell Mini 10
7. Beats Headphones
8. Flo TV
9. Apple iPod Nano
10. Spy Robot (!)

Folks were most excited about the iPad giveaways, and there were at least five other iPads given away off the show floor. But NetApp wins my award for creativity: The “spy robot” was a clever choice amid a sea of book readers, cameras, and music players!

Prizes like these really did draw a crowd. The smartest companies had second- and third-prize drawings as well, and some had simple tests on the form to judge knowledge of their products. I still don’t like chotchkies, but these prize drawings pass my sniff test.

© sfoskett for Stephen Foskett, Pack Rat, 2010. | Conference Loot: SNW Orlando 2010 Edition
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Although my dislike for certain aspects of trade shows (especially booth babes and chotchkies) are well documented, I’ll be trying some new ideas:

• I’ve been working on a concise overview of cloud storage for my in-stage presentation (Tuesday at 11:30 in the main ballroom)
• Being a cloud vendor, we will have a very plain booth – what better way to represent reduction in data center footprint than demoing our offering from an empty table?
• Rather than giving away some cheap flashy-light junk, we will be offering attendees a free tree. Seriously! Everyone who visits our booth will get a tree planted in their name, doing a bit to offset the massive environmental impact of the show and demonstrating the positive environmental impact of cloud computing.
• We will have three technical experts, one CEO, and two salespeople on the show floor, matching my suggested 50-50 ratio of tech and sales.
• We will be offering a free cloud computing strategy workshop to interested and qualified attendees following the show to facilitate deeper discussion.
• We are also hosting a CIO-level roundtable discussion in New York with some of the City’s top companies in October.

This is a major test, in my opinion, of substance over flash. Although cheap gimmicks might attract short-term attention, I believe that they do nothing to deliver real results. Instead, we’ll be applying our best people and ideas and demonstrating both our values and our value. Wish me luck, and I’ll see you in New York!

As many folks know, I wear two hats: I work full-time as Director of Consulting for Nirvanix, where I help customers realize the strategic value of cloud storage. In my off-hours I also write, speak, and generally gad about the industry as a sort of non-analyst. If you or your company will be at Storage Decisions New York 2009, drop me a line and let’s meet up!

© sfoskett for Stephen Foskett, Pack Rat, 2009. | What’s All This About Cloud Storage? Ask Me At Storage Decisions
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