CZAR Jumps again at HCEA 2011

HCEA's (Healthcare Exhibitor's Association)Annual Meeting is the only educational conference in North America that focuses solely on the unique needs of healthcare exhibit marketers and medical meeting organizers. This year, the meeting was held at The Wynn Las Vegas from June 25-28.

Czarnowski was in the middle of the mix exhibiting, mingling with Customers and Prospects and encouraging attendees to JUMP!

JUMP! is a simple powerful word that evokes fun, emotion and action. Launched earlier this year, our JUMP! theme has become a great platform for telling our story of thinking differently.

JUMP! is all about moving trade show marketers and their programs to the next level in a way only Czar can. JUMP! taps into the unique personality, potent personal power and inherent playfulness of attendees…and we literally give them a reason to jump for joy while discussing the possibilities of what’s next for them and their program. We are seeking, celebrating and elevating the Curve JUMPers among us…one attendee at a time!

For a complete run-through of JUMP! at HCEA, check out the Activation Plan. Contact Mark Cooper for your copy (mcooper@czarnowski.com) As with any face to face strategy we coach our customers on, we certainly took our own advice and JUMPed it up a few notches.

This program was shaped and executed by our thinkForm group from across the Czar Globe. You’ll see some of them getting their JUMP! on in the pages of the Activation Plan for the event. A BIG thank you our customers and our new prospect friends and HUGE kudos go out to everyone involved in making HCEA happen…we think we make for a great team!

CZAR Client Reaches "All Star" Status

Czar client Philips Healthcare recently joined a very exclusive group of industry superstars when they were named an EXHIBITOR All-Star. This awards program, now in its 13th year, annually recognizes, celebrates and shines the spotlight on the most innovative event marketing programs on the planet and the people behind them.

This year, Jeff Masters, senior manager of global event marketing for Philips Healthcare, finds himself in that spotlight along with his entire team for a phenomenal, and highly measurable program that has evolved over the past several years. The baseline requirement for All-Star consideration: innovative solutions that have improved a company’s program dramatically. Not only did Jeff and his team meet this requirement, they blew it away!

This award winning story began when the event marketing team was met with a major challenge from management: prove how much events and shows contribute to the company in quantifiable terms (who attended, what they were shopping for, how this behavior correlates to purchase results, etc.) Management also wanted to know in very real terms, how much specific events, like RSNA, are worth to the company. No easy task any way you look at it.

Jeff and his team chose to look at this challenge as a huge opportunity. They set out to devise a one-of-a-kind measurement cocktail that combines data from various sources into real-time solutions and traceable results. Mission accomplished. Deep diving for useful data has turned this program into a beacon for their company and for the industry.

Once in the hot seat and challenged to prove their worth, now the event marketing department enjoys elevated status along with increased investment and devout interest in a piece of the marketing pie that undeniably works! And of course, Czar was there every step of the way from design to execution…and everywhere in between, giving life to the much sought after data on the show floor and beyond.

For more Info: Call Mark Cooper 404-921-5126 / Mcooper@czarnowski.com

Czarnowski "WINS" Big with TSEA Award

Czarnowski Wins TSEA Exhibitors’ Choice Award for Best Exhibit House

BOSTON—July 19, 2010—Czarnowski, a leading exhibit and event firm, was named “Best Exhibit House” in the 2010 Exhibitors Choice Awards presented by the Trade Show Exhibitors Association (TSEA).

The Award was presented July 14 at the TSEA Foundation Gala held in conjunction with the TS2 show in Boston. Czarnowski was among several companies nominated for Best Exhibit House. TSEA members, corporate exhibit and event managers and supporting suppliers, selected the winner via an online voting system.

“Like everything we do, this award is really about our clients. We thank them for their loyalty and reiterate our commitment to delivering the vision and value they need to move their programs forward,” says Mark Nagle, president, Czarnowski. “This includes continuing to look toward what’s next for our industry in terms of methodologies, best practices,efficiency, and technology integration.”

In 2009, Czarnowski won an Honorable Mention in Favorite Installation and Dismantle
Company category of the Exhibitors’ Choice Awards. At Czarnowski, we love what we do.

Since 1947, companies of all sizes and industries have counted on us to create dynamic trade show exhibits, events and branded environments that exceed expectations and achieve objectives. Through a network of nationwide offices and global partnerships, we provide: strategy, design, fabrication, experience mapping, rental solutions, transportation, I&D, storage, refurbishment, program management, marketing collaboration, brand support, event planning and program measurement. Learn more at www.czarnowski.com.

Since 1966, the Trade Show Exhibitors Association (TSEA) has been providing knowledge to marketing and management professionals who use exhibits, events and face-to-face marketing to promote and sell their products, as well as to those who supply them with products and services. Members benefit from access to education, networking, resources, advocacy and member-only discounts on products and services that all exhibit and event professionals use.

TSEA is headquartered in Chicago, Illinois, and regional chapters exist throughout the United States and Canada. For more information, please visit www.tsea.org.

Purdue and Czar Win GOLD Ex Award

Another Game Changer....

The integrated program Czarnowski developed and delivered for Purdue late last year just won a prestigious Gold Ex Award in the category of Best Integrated Trade Show Campaign. The awards were presented at the Ex Awards Dinner in Chicago on

May 3.

The Ex Awards, sponsored by Event Marketer magazine, is a recognition program honoring excellence in event and experiential programs. The Ex Awards are billed as the preeminent awards for event marketing and they are the only awards judged entirely by brand-side marketing professionals.

All winners will be profiled in Event Marketer’s annual ‘best of the best’ issue which drops in June. In the meantime, if you want to learn more about the awards program go to eventmarketer.com.

Following is an excerpt of our awards entry. Attached are some exhibit images and a list of Ex finalists across 30 categories. Congrats to the entire team for being part of this success story and making Purdue a very happy customer! For more info, contact Nick Simonette (Atlanta) or Tom Firsby (Orlando).

Highlights from our Ex Awards Entry:

Event:
American Academy of Family Physicians Scientific Assembly 2009
30’ x 40’ exhibit

Client Overview:
Purdue Pharma L.P., is a privately held pharmaceutical company founded by physicians, dedicated to finding, developing, and bringing to market new medicines and related products that improve health outcomes. It is known for its pioneering research on persistent pain, a principal cause of human suffering.

What were the client's primary objectives for this event or experiential program?
Brand Objective
Create a presence and experience appropriate to the Purdue brand: comfortable, professional, ethical, approachable, trustworthy, dedicated, low pressure and low profile. This required exceeding PhRMA code guidelines, maintaining an education focus, and not employing games, gimmicks, or giveaways.

Functional Objectives
· Get physicians into the booth.
· Educate physicians about new and existing product.
· Provide adequate scientific data and education so that physicians consider trying the new product with appropriate patients.
· Invite physicians to continue the dialog through follow-up rep visits.

What was the solution to the client's marketing objectives? (Word Limit: 400)
A new exhibit was designed based on observation of prior exhibits and target audience research.

Solution: Rather than employ a theme, game, giveaway or other “wow,” Purdue achieved success by fine tuning the touch points of its visitor experience.

Research: Revealed that the physicians would be more likely to enter—and stay in—an environment that felt comfortable, relaxing, and low-key.

Environment Design: Achieved a comfortable, low-key ambiance. No element is dominant or overpowering. Simple columns, fabric elements. Open plan facilitated easy entry from all sides. Light and neutral finishes bathed in softly evolving tinted light. Light levels set high enough for good vision but low enough to eliminate glare.

Sensory appeal: Familiar and soothing stimuli engaged visitors’ senses, increasing comfort and recall.
· Smell—a light, familiar, comforting scent was integrated into the environment.
· Sound—adult contemporary instrumental music played softly in the background.
· Touch—premium carpet pad makes visitors feel like they are walking on a cloud.

Messaging Hierarchy: A simple three-tier hierarchy.

Product education: Ergonomically positioned touch screen interface stations educated visitors about new and existing product. Random-access to static and animated education facilitated customized encounters. Five table-top units facilitated rep-assisted interaction. Four wall mounted units facilitated self-serve interaction. The abundance of units eliminated waiting and enabled each visitor to experience a customized presentation.

Staff objectives: As in prior years, the staff was handpicked—reps who are comfortable working in the trade show environment. New this year: the staff was assigned specific performance goals—including getting physicians to indicate that they would be willing to consider trying the product on appropriate cases.

Staff preparation: Pre-show get-together to practice using the interactive technology and role play.

Staff empowerment: The staff decided what the best experience for each visitor would be based on input and conversation. They could personally stay with the visitor, transition them to another rep, escort them to a self-service kiosk, etc.

Any other important factors that were meaningful to the success of the program?
Success factors:
•Sensory appeal was used to increase visitor comfort.
•Sensory elements were used as an ice breaker to draw in visitors.
•Architecture created ambiance rather than making a statement.
•The approach was education, not sales or product promotion.
•Staff empowerment and ample supply of technology tools enabled customized experience and engagement.
•Electronic data capture facilitated measurement and customized follow-up.

What were the results?
•The number of visitors entering the exhibit and participating in data capture increased 293% versus 2008.
•71% of visitors indicated interest in the new product.
•45% of visitors indicated interest in existing product.
•61% of visitors indicated they would consider trying the new product with appropriate patients. This exceeded goal assigned to booth staff by 256%
•62% of visitors requested a follow-up visit from a representative.
•The exhibit staff rated pre-meeting communications and planning as: 5-outstanding. (In 2008, the staff rated the exhibit as 4-very good.

For more info, please visit www.Czarnowski.com

American Express - Gets and Gives Credit

Another successful collaboration ends in accolades for our team's performance at CES 2010.

Since 2005, American Express’ OPEN Tradeshow channel has been a terrific source of profitable, high wallet, net new Charge Accounts. In 2009, we began broadening our approach, seeking to drive deeper awareness, consideration and customer engagement in the channel to compliment our success with acquisitions.

As part of that larger effort, I'm thrilled to share some highlights and initial results from the Consumer Electronics Show (CES), which took place in Las Vegas January 7-10, 2010. As many of you know, this show was the first time the OPEN Forum and Tradeshow teams collaborated to bring OPEN Forum to life in the tradeshow environment. The teams created a unique experience for CES attendees and OPEN Forum readers through an interactive booth experience, robust speaker series, and live blogging and tweeting from the show. This was an exciting event which brought relevant business tips and tools to prospects and Cardmembers at CES, and to those following the show online.

Highlights of the show include:

• 
  Our largest Tradeshow footprint ever, including acquisition stations, terminals with live access to OPEN Forum, and touchscreens with interactive sales collateral
  
• 
  The full launch of OPEN's new handheld devices in Tradeshows, which enable electronic Card applications and instant decisioning capabilities


• 
  The first OPEN Forum Tradeshow speaker series, with Tony Hsieh, Guy Kawasaki, Anita Campbell, John Jantsch, Ben Parr, and Barbara Dybwab speaking directly to prospects and customers in our booth


• 
  Our first live blogging and tweeting on OPEN Forum from the tradeshow floor about the OPEN booth activities and CES product highlights
  

A test of exciting new booth premiums, including a Kindle sweepstakes and excerpts from Seth Godin's new bookEarly results exceeded expectations:

• 
  430 new Charge Card applications, the most applications ever received at CES



• 
  Over 425 attendees at the speaker series over 4 days
  
  
• 
  30,486 page views for all CES-related pages and articles to the OPEN Forum CES experience page



• 
  413 unique Twitter users used the #opences hash tag on tweets during CES. Their tweets reached a combined following of 1,046,478 users
  

CES articles posted to Open Forum during CES continue to drive traffic post show. For example, Anita Campbell's article "10 Tips I Got from Kawasaki at CES" (posted 1/9) has generated over 7,750 page views and 622 tweets to dateWe have strong survey results from customers and prospects who visited the booth:

• 
  80% of all respondents scored their overall experience a 9 or 10 on a scale of 1 to 10



• 
  45% of respondents said they are very/extremely likely to seek out additional information about other OPEN offerings
  
  
• 
  43% of respondents said they are very/extremely likely to visit OPENForum.com after the event
  

42% of Cardmember respondents said their experience will change how they use their CardsQuotes overheard during CES at the OPEN booth include:

• "You have something special for me? Really? That's amazing."

• "I want to get a Card because of OPEN Forum..." - Prospect (who later applied for a Platinum Card)

• "Signing up for OPEN Forum is a 'no brainer' " - Platinum Cardmember

Please join me in thanking the OPEN Forum and Tradeshow teams for their terrific collaboration in making this unique experience come to life for our prospects and Cardmembers. I'd also like to thank Momentum, Crispin Porter + Bogusky, Federated Media, Czarnowski and Ogilvy Action for all of their help making this event a success.

Nancy Hood, VP of Marketing - American Express

It's our Constitution Day!

This year marks the third anniversary of Czarnowski's Constitution Day. It's more than a mission statement, this Constitution of ours is something special. From our customers' perspective, it is a declaration of our collective pride and a representation of a unique and passionate culture. It is an affirmation of our respect and gratitude for those who laid the foundation and a roadmap for those who will come after us. Constitution Day is fundamental to Czarnowski’s very existence.

It is our Vision in Motion – it is a day that we come together as Czar Nation to re-commit and re-focus on what we stand for, how we’re doing and where we’re going. It’s a day to reflect on our core values and recognize why Czarnowski has been around for more than 60 years. This is a day to re-energize and re-dedicate ourselves in ‘Being It’ every day. The best way to predict the future is to create it. Every single day, each one of us has the privilege and power to make a positive difference and to create a better future for ourselves and our customers. For more info on our "Constitution" please contact mcooper@czarnowski.com

Czarnowski Wins Again!

The recent RSNA (Radiological Society) exhibit Czarnowski designed and built for Philips Healthcare won a prestigious Gold Ex Award in the category of Best Trade Show Exhibit in a B-to-B Environment.

The awards were presented at the Ex Awards Gala in Chicago on April 27. The Ex Awards, sponsored by Event Marketer magazine, is a recognition program honoring excellence in event and experiential programs.

The Ex Awards are billed as the preeminent awards for event marketing and they are the only awards judged entirely by brand-side marketing professionals.All winners will be profiled in Event Marketer’s annual ‘best of the best’ issue which drops in June. In the meantime, if you want to learn more about the awards program go to www.eventmarketer.com.

“An extraordinary effort by a large number of creative and talented professionals. All collaborated and focused on a unified mission to bring the Philips Healthcare Brand to life . An extraordinary process and extraordinary results. My thanks to the entire team.”

Jeff Masters
Manager, North American Marketing Events Group
Philips Healthcare

Congrats to the Czarnowski team for being part of this success story and making Philips a very happy customer! More about Czarnowski can be found at: http://www.czarnowski.com

Our First Sustainability Report - An Inside Look

Czar Publishes Our First Sustainability Report

(An internal report that we are sharing in the spirit of transparency)

Category sustainability earth day

Do your clients, family members or friends ever ask you “What is Czarnowski doing in the area of sustainability?” Now you can answer with confidence and conviction.

Today is Earth Day, and what a great day to share Czarnowski’s first-ever, self-declared, C-level Sustainability Report which was written according to Global Reporting Initiatives (GRI) guidelines for sustainable reporting. Phew, what a mouthful. Once you read through it, it’ll all make sense. Feel free to share this report with your clients and cohorts. Here are 10 talking points to bring up when educating folks about sustainability and Czarnowski.

1. This is Czarnowski’s 1st sustainability report but it won’t be the last. Practice makes perfect.....so stay tuned for ongoing developments in this arena.

2. Czarnowski is the first exhibit company to write a GRI sustainability report (page 3).

3. 16% of all energy supplied to our California-based facilities comes from renewable resources (page 10).

4. Definition of sustainability: To meet the needs of the present without sacrificing the ability of future generations to meet their own needs (page 3).

5. Scope of this report includes our main offices in North America: Atlanta, Chicago, Denver, Los Angeles, Las Vegas, New Orleans, New York, Orlando, Pittsburgh and San Francisco

6. Czarnowski-employed automobile commuters produced 4,129 metric tons of CO2 in 2008 driving to and from work. 20,750 pounds is average in the USA for a household total of one person over one year.

7. Each of our main locations has over 50 suppliers within 100 miles (page 15).

8. A list of environmentally-friendly building products is on page 16.

9. A Glossary of Green terms is on page 42.

10. How our steady financial growth and diversified client mix contribute to sustainability is depicted on pages 20 and 21.

We hope this document serves Czarnowski employees and our clients. Sustainability is not about recycling. It is about financial, social AND environmental efforts. The more educated our company is, the better we can serve our clients and thus continue to be leaders in our industry.

A big thanks to everyone who contributed to the contents of this report.

For a complete copy of this report...email mcooper@czarnowski.com

Client Spotlight - Philips

This is another reason "We Love What We Do!

Czarnowski played a major role when Philips North America hosted two events to showcase its new acquisitions in front of a VIP audience including the Royal Philips Board of Management and Supervisory Board.

This was the first time the Netherlands-based Supervisory Board ever visited the United States. Czarnowski created the Philips Marketplace, which showcased new acquisitions and top performing business lines via seven display stations. The stations (four health care stations, two lighting companies, and Philips Research) took the form of large, glowing cubes, illuminated by a variety of Philips lighting products.

Members of the Board of Management and Supervisory Board toured the stations and received in-depth informational presentations from representatives of each business line. Low ambient light levels added to the cubes’ dramatic presence. In addition, Philips held a Town Hall Meeting, which Czarnowski produced. The Town Hall Meeting provided an overview of Philips present and future endeavors and a forum for Q&A. The room was draped in white and accented by soft Philips blue spotlights. Plasma screens with custom graphics lined the perimeter.

The events, which took place August 25 – 29, also recognized Philips’ 75th anniversary, and the relocation of its U.S. corporate headquarters from New York City to Andover, Massachusetts. Members of the Philips Board of Management and Supervisory Board left energized about Philips’ future.

Designed and Produced by: Czarnowski