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JorgeCuff31 (Talk | contribs) m (Created page with 'My trade show exhibit experience began at an early age across the dinning table. My father, Joseph LoCascio, would get back every night with fascinating stories about designing a...') |
JorgeCuff31 (Talk | contribs) m (Created page with 'My trade show exhibit experience began at an early age across the dinning table. My father, Joseph LoCascio, would get back every night with fascinating stories about designing a...') |
Current revision as of 21:18, 20 March 2012
My trade show exhibit experience began at an early age across the dinning table. My father, Joseph LoCascio, would get back every night with fascinating stories about designing and building displays and exhibits at various New york exhibit houses where that he worked as graphic artist.
When the projects that he done were completed however take the family into Nyc and show us the outcome of his artistic handiwork, which regularly included IBM's Madison Avenue window displays, Crane's display of new bathroom/kitchen fixtures, Allied Chemical's lobby displays, and different displays at the Ny Stock exchange and the World Trade Center. Many other Sell Gold Irvine CA of his would be on display at trade shows at the Nyc Coliseum, Waldorf Astoria, or the newest York Hilton.
My admiration for my father's artistic talents started when I'd be invited to join him for his local freelance work with weekends. I'd help him load the car with his art supplies and then watch in amazement as he laid out and hand-lettered a bank's new window sign in gold leaf, or a company's name on a truck door, or perhaps a new sign for a local church.
The exhibit building business was cyclical, and there were times when work was scarce and some shop workers must be let go for some weeks. Other times there was too much work, Cash For Gold Irvine CA which called for hiring more people and working overtime and weekends to accomplish exhibits.
My opportunity to work with my dad at Exhibit Craft, Inc. in Long Island City, came once the shop was on a full-time work schedule, including weekends, to complete multiple exhibits in time for the National Hardware Show in Chicago.
I jumped at his offer and was excited never to only be making $1. 50 an hour at the age of 14, but also to make it to use my father and begin learning the exhibit building business from the ground up. My work that first week-end - and many more that followed - included cleaning silk screens and squeegees, resurfacing art tables with new paper, sweeping the ground, watchfully peeling frisketed graphic panels, and mixing paints.
I knew right then and there that the exhibit business was where I needed to invest my career. During high school and after military service I worked at Exhibit Craft, Inc. working my way up the ladder, which included Silk Screen Production, Assistant Production Manager, Shipping and Receiving Clerk, and Assistant to the Purchasing Manager.
A major career transition came when ECI won the new Olivetti Underwood account and needed a merchant account executive to handle their multiple product exhibits for a lot more than 40 trade shows each year. I applied, interviewed, and got the work. To my amazement, I soon found myself in planning meetings at Olivetti's corporate headquarters at 1 Park Avenue in Nyc.
At 22, I was enjoying a dream job, learning the the inner workings to be an exhibit account executive and looking to Gold Buyers Irvine CA the future when, unsuspectingly, ECI was sold to IVEL, which will be today a part of Exhibit Group. IVEL then moved the ECI plant to Brooklyn, New york. For me, it absolutely was unreasonable to work in and happen to be Brooklyn when i still enjoyed living an almost carefree and independent lifestyle within my parents' home in Bergenfield, Nj-new jersey, where I spent my youth. But if moving out for a job was a necessity, I thought moving to California could be a better choice.
With an eye for adventure, travel, and an urge to start fresh, I sent a resume out to Stewart Sauter, an exhibit builder and show decorator in San francisco bay area. I was hired after a great interview. I had contracted Stewart Sauter often in the past to create and dismantle Olivetti Underwood's exhibits and had established an excellent working relationship with Mr. Tony Panacci, who I would work for. My job was supervising the setup, servicing, and dismantling of all exhibits sent to Stewart Sauter from exhibit houses from through the entire country.
My tenure in San Francisco was short-lived, but because while creating exhibits at the Fall Joint Computer Conference at Brooks Hall, I met Mr. Del Kennedy, Advertising Manager at UNIVAC Division of Sperry Rand. That he ended up offering me a job as their Corporate Trade Show Exhibits Coordinator in Bluebell, Pennsylvania.
Getting the opportunity to jump from the vendor side of the business to the client side was a dream I had developed as I watched the entire staff at Exhibit Craft organize and cleanup the shop in preparation for one of its client's visits. One day I thought to myself, "Someday I want to be the client. "
UNIVAC built and sold computers. Their trade show exhibit philosophy was to make use of live theatrical presentations, produced by the highly talented Hardman and Associates from Pittsburgh, PA, showing precisely what computers could do. Karl Hardman and Marilyn Eastman, creators of the cult film "Night of the Living Dead, " developed scripts, scenery, and AV materials, and hired and trained actors and a complete professional production crew to effectively present UNIVAC's computer presentations. We staged the presentations on an hourly schedule in a theater with seating for about 60 visitors. When the presentation ended, the doors would open and visitors would walk through a display area where salespeople, managers and tech support team professionals made personal product presentations, answered questions, and filled out sales lead forms for more information or sales calls.
UNIVAC's marketing experts understood early on that in reality a computer was just a machine and that it was the power of its various software applications that made the most sense to booth visitors. In the often cacophonous trade show exhibit environment, getting attention and making prospects and customers comfortable while sharing complicated and sometimes esoteric information required total control of the exhibit environment.
Annually later I accepted employment with Memorex (which stood for Memory and Excellence) in Santa Clara, California, as their Corporate Manager of Trade events and Exhibits. This included supporting their Video Tape, Computer Media, Office Products, and Computer Peripheral sections. Immediately after arriving, Memorex decided to launch new audiotape services and products and I began working on their introduction at The Consumer Electronics Show in Chicago.
The marketing strategy for this crucial first trade show exhibit was to facilitate a dynamic live demonstration presenting the audible differences between new Memorex cassettes and what was then available on the market. We needed to show prospects how Memorex cassettes would outperform recorded music when compared to reel-to-reel 3M and BASF audiotape, which at the time dominated the global audiotape market.
