I've just returned from the Atlantic Truck Show and once again, it was a great event. What makes a great show you may ask? My boss would tell you the success of any show should be measured by the amount of advertising revenue sold.
I’ve just returned from the Atlantic Truck Show and once again, it was a great event. What makes a great show you may ask? My boss would tell you the success of any show should be measured by the amount of advertising revenue sold.
James, our editor, will tell you it comes down to uncovering an exclusive article, while Mary, our circulation manager, deems the time and effort worthwhile based on how many new qualified subscribers we signed up at our booth.
Over the years I’ve worked with a few salespeople who would honestly tell you a show was a success based on the quality of food they ate and the quantity of booze they pounded back. Most of those people no longer work here so I suppose it’s not the best criteria to use.
Of course, there are some great stories that come out of these shows. One of the most memorable (and I may have mentioned in a previous column but it’s worth the repeat) happened to a very good friend of mine.
After a night of Montreal madness he was sleeping soundly in his hotel room.
In the middle of the night there was a knock on the door. Still half asleep, he got out of bed to answer the door.
By the time he got to the door, the person had left. Most people would close the door and head back to bed – but not this guy.
He leaned out into the hallway, lost his grip on the door and it immediately slammed shut behind him. So there he was, no key and no way of getting back in without going back down to the front desk. A bit of a problem when you sleep in the buff!
Lucky for my buddy, someone in the room beside him had ordered up an ironing board and they had left it in the hallway for pick-up.
He was able to take off the board covering and wrap it around his mid-section like a diaper and from there he headed to the stairway and ultimately found the front desk.
The next day he was the talk of the entire show.
From all accounts, the Atlantic Truck Show was a great event. Great crowds, great people and great lobster!
I’m already looking forward to the next one. Regardless if you’re an exhibitor or an attendee, the Atlantic Truck Show is one not to miss.