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Past Symposium/ITxpo
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Friday, 11 October 2002 The coveted annual ITxpo Best of Show award challenges booth exhibitors to showcase their marketing creativity and consistency while adhering to the rules of the ITxpo floor. "Since the whole point of the regulations is to provide a level playing field for all exhibitors, the winner of the Best of Show award really needs to stand out from the rest," said Marni Vinci, senior director, Exhibits and Sponsorships, Gartner Events. "Consistency in marketing messages throughout the booth, including signage, giveaways, collateral and demos is also key." This year, (i)Structure, an IT infrastructure outsourcer, walked away with the prestigious award, presented on Wednesday afternoon by Ms. Vinci and Alwyn Dawkins, vice president, Global Events Sales. Building off a theme from a case study on one of their clients, Pinnacle Foods, (i)Structure created a virtual barbecue in the center of their display area, in booth 524. Donning aprons and chef hats and giving away mini barbecue tchochkes and a chance to win a $500 barbecue set, the (i)Structure team seemed to be having some fun while promoting their various outsourcing services. "This is really a huge accomplishment for us," enthused Kandes Bregman, vice president of marketing for (i)Structure. "We were second runner up for Best of Show last year, so we just pushed ourselves a little bit more this year." As Best of Show winner, (i)Structure receives a framed certificate and a free ten-foot-by-ten-foot booth space in next year's fall ITxpo in Orlando. Actuate, a provider of information delivery services, was runner up for the award. Their 'Crank it up' theme, in booth 529, invited potential clients to crank up their information delivery with free Power Bars, stop watches and a chance to win a bike. Best of Show award judges consider a variety of criteria, including the graphics used, the professionalism and appearance of the staff, creative placements of objects within the booth, originality of products and demonstrations in the booth, and strict observance of the ITxpo exhibiting guidelines. Rachel Schmeck Gartner Staff |
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