Derse smarter wins

does the right things with your money.

helps you build your sales.

Smarter engages your audience.

is an investment.

pays off.

Confidential – Property of Derse, Inc. © Derse, Inc. 2013. All Rights Reserved.

More than 2,000 doctors “experience” a schizophrenic
episode to better understand their patients

Millions of dollars in ROI and a 51% increase in sales leads

Dramatic increase in hand raisers – 3,386% in one year

Increased EBC usage by more than 50% from the previous year

“Derse’s commitment to the customer and the success
of our event could not be summed up in words.”


What Makes Derse Smarter?
It’s one thing to say it. It’s quite another to prove it. Derse’s approach to face-to-face marketing (trade shows, marketing environments
and events) aligns marketing efforts with broader business objectives. We do this through:

• Funding Improvement that makes better use of your budget. We save our partners an average of 22% on logistical costs by
improving program efficiency. This helps shift funds to sales-producing engagements, which are typically unfunded, making up
a mere 11% of typical face-to-face marketing budgets*.

• Engagement Strategies that inspire your audience. We identify the key differentiators between you and your competitors then
use that insight to effectively communicate with your audience and immerse them in your brand.

• Accountable Creative that motivates your audience. Two-thirds of trade show attendees place high importance on face-to-face
interactions**. We can quantify our inspired experiences with measurable results – thus proving the value of our solutions.

It’s our mission to turn your face-to-face marketing spend into an investment that returns high yields. Now that’s smarter.

Trade Shows Marketing Environments Events

*Source: Center for Exhibition Industry Research, SM22.12
**Source: Center for Exhibition Industry Research, FO3.12


Trade Shows

Marketing Environments

In today’s face-to-face market
place...smarter wins.

Events


Experiential Marketing
With an in-house team, Derse’s Experiential Marketing is the next generation of face-to-face marketing.
• It engages to create product understanding, message resonance and increased sales.
• It transforms traditional business encounters into multi-sensory marketing endeavors.
• It focuses on your target audience demographics for a tailored message.
And its success is proven by results. A sampling of client results includes a tripling of qualified leads in one year,
a 400% increase in dwell time over the previous year, and a 40% increase in attendance over the established goal.*

Key elements of Experiential Marketing are built around the Derse core
creative concept —The Seed Idea—and include: Consumers are willing to spend 14 minutes
• Multi-sensory interactivity
participating in experiential events versus
• An individual experience for each attendee
• Carefully scripted, harmonized communication vehicles and activities
30 seconds for traditional mass media.
• Measurement of return on objectives and return on investment

Immersing your audience to generate excitement, build awareness and create interest...now that’s smarter.

*Source: Exhibit Surveys, 2009


Aristotle once said:
“Tell me and I will forget, show me and I might remember,
involve me and I will understand.”
“Involve me and I will understand”…is Derse Experiential Marketing.


EXPERIENTIAL MARKETING

SAMSUNG manufactures mobile communication equipment.
The Challenge
• Help the target audience understand the differentiating
features and benefits of Samsung’s mobile equipment
• Tell a story about product capabilities rather than focus
on the units’ design

Smarter Solutions
The Seed Idea was to pull the functions out of the phone and have
attendees “live” them. This was achieved through three immersive
environments and vignettes (called the Samsung Experience) that
Gallery of Future Style & Technology
enabled visitors to experience mobile capabilities firsthand.
The experiences included:
• Mobile Business
• Mobile Expression
• Mobile Entertainment

Each vignette was wrapped around the “Journey
to the Future of Wireless” theme and incorporated
measurement capabilities as well as interactive
video technology to enhance participation,
Business Environment Expression Environment
understanding and message retention.

Entertainment Environment



The main environment of the 80’ x 90’ exhibit space highlighted
wireless handsets, satellite technology, product applications,
networking technology, and the Samsung Gallery of Future Style
& Technology—all with hands-on interactivity.

Smarter Results
Samsung’s interactive customer immersion resulted in:
• 72% of attendees rating them as the industry
leader in both design and technology
• 72% of visitors identifying Samsung as the company
that provided the best product and service education
• Momentum built throughout the show, increasing
traffic more than 60% by the last day of the show

Mobile TV Zone

Mobile Music Zone



SUB-ZERO AND WOLF are industry leaders in designing
and building cooking and preservation appliances.
The Challenge
At the Kitchen/Bath Industry Show and Conference (K/BIS),
Sub-Zero and Wolf wanted to:
• Remain the industry’s premium brand environment
• Be a “destination” for show attendees
• Attract 73% of its target audience—designers,
architects and builders

Smarter Solutions
The Seed Idea, “Inspiration,” was to showcase Sub-Zero
and Wolf appliances in an engaging, immersive exhibit.
Derse’s approach was to:
• Create imaginative “Inspiration” environments to show
poetic expressions of the brand – not just design
• Present product as theater, music and art, using “Passion”
and/or “Freshness” as stimulants
Interior Environment
• Introduce measurement to show how a program can
produce quantifiable results

Designer Inspiration Area Product Line-ups Reception



Derse and Sub-Zero worked with renowned kitchen designer Mick De Giulio “I thought your booth was incredible
and interior designer Jamie Drake to create spaces to reduce restraints and that it blew everyone else out
on product possibilities. The final environment contained three primary of the water. Bravo to your designers
zones: the designer inspiration areas, the complete product line-ups, and for thinking outside the box and coming
the reception/conference area. To further support the company’s new brand up with a riveting display that focused
initiative of “Freshness,” super-sized images of fresh food accented the all the attention where it should be...
product line-ups. on the product.”
Smarter Results —Adele Cygelman, Editor in Chief
Robb Report Luxury Home/Vacation Homes
• 101% of the target audience visited the exhibit and received
Sub-Zero/Wolf messaging
• More than 2,800 qualified leads gathered (More than 40%
from primary and secondary audience)
• 77% (20,712) of K/BIS professional attendees visited the booth,
well above exhibit industry averages (achieving “destination”
exhibit goal)
• 73% of visitors said they learned something of value during their
visit to the exhibit, showing that messaging was on target
• 71% of the qualified leads influence design decisions according
to new findings

Designer Inspiration Area

Confidential – Property of Derse, Inc. © Derse, Inc. 2013. All Rights Reserved. Designer Inspiration Area

Program Management
Derse manages more than 4,000 individual trade shows per year. We know how to efficiently and effectively coordinate programs of any size.
Whether it’s a reduction in drayage costs, lowering shipping expenses by utilizing our nationwide locations or reusing properties to reduce
new purchasing, Derse methods help bring more value to your face-to-face marketing program.

“I can honestly say that the whole process was the least stressful show in which I have
participated in my 10+ years of doing this. You not only allowed me to relax and have
faith, you made us look like rock stars. I am SO glad we made the move to Derse.”
—Melissa Mulligan, Marketing Manager, Polyglass


Our program management approach combines the best of both worlds—dedicated account teams focused on your needs and intuitive technology
that makes your properties accessible 24/7 (tools that include SmartCentre and Online Ordering). These applications make it easy to:
• Review project timelines, proposals and invoices
• Go over designs & floor plans
• Contribute to online discussions and approvals
• Share documents
• Manage inventory
• Report in real time
• Analyze measurement and metrics

Developing a plan for success that maximizes your budget and minimizes your stress…now that’s smarter.

Six full-service locations allow us to store properties close to show
venues, which can have significant savings on transportation costs


Creative
Derse’s accountable creative philosophy drives our design approach – and the designers we employ.
Being accountable means results—both visual and by the numbers.

Those results don’t happen through architecture. Or technology. Or design. They happen through understanding of a brand and its audience–
then aligning that insight with broader business goals. They happen when budget and inspiration are aligned for maximum impact.
They happen with Derse. And we can prove it.

Our accountable creative team includes in-house:
• Experiential Marketing Designers and Producers
• Exhibit/Architectural Designers
• Graphic Designers
• Multimedia Designers

Compelling creative based on sound strategies
that helps build your sales…now that’s smarter.


Smarter Wins Awards

From design to results, our creative is routinely recognized by some of the industry’s most prestigious competitions.
Below is a sample of some of our most recent accomplishments.

• EVENT Design Award – Gold Award in the Best Trade Show Environment (Over 50x50) – Saudi Aramco, 2012
• EVENT Design Award – Gold Award in the Best Trade Show Environment (Under 50x50) – Wilsonart, 2012
• Advertising Age U.S. Top 15 Event Marketing Company’s – Ranked #4, 2012
• EVENT Design Award – Silver Award for Best All-Modular Exhibit – eCardio Diagnostics, 2011
• EVENT Design Award – Bronze Award for Best Trade Show Environment (Over 50x50) – Moen, 2011
• EVENT Design Award – Bronze Award for Best Trade Show Environment (Under 50’x50’) – Tellabs, 2011
• EXHIBITOR Sizzle Award – Best Integrated Marketing – Derse Comfort Zone, 2011
• Advertising Age U.S. Top 15 Promotion Agencies – Ranked #15, 2010 & 2011
• Advertising Age U.S. Top 15 Event Marketing Agencies – Ranked #7, 2010 & 2011
• EDPA EDDIE Award – Best Online/Multimedia Campaign, 2010
• EVENT Design Award – Best Trade Show Environment – BUILT, 2010
• EX Award – Best Green Event / Trade Show Campaign – Cray, 2010
• MOD Award – Best Green Design – Cray, 2010 Derse is currently ranked #4
• MOD Award – Best 10x20 – Illumina, 2010 in the nation in the Event Marketing
• EDPA EDDIE Award – Best Print Campaign, 2009 category by Advertising Age magazine.
• EVENT Design Award – Best Trade Show Environment, 2009
• B to B Magazine Best of 2009 – Exhibit Design – Cerner, 2009
• Sustainable Green Award – Supercomputing Show – Cray, 2009
• Advertising Age World’s Top 50 Agency Companies – Ranked #46, 2008 & 2009
• Advertising Age World’s Top 50 Promotion & Event Marketing Agencies – Ranked #10 in 2008 & #9, 2009
• EXHIBITOR Design Award – Gold Award – Self Promotion, 2009
• EDPA EDDIE Award – Integrated Marketing, 2002 – 2008
• Advertising Age Top US Marketing Services Agencies – Ranked #29, 2008
• EXHIBITOR Sizzle Award – Best Integrated Marketing – Derse, 2008
• EXHIBITOR Sizzle Award – Best Product Demonstration – VEKA, 2008
• EXHIBITOR Design Award – Special Merit – Self Promotion, 2008


Trade Shows
You’ve got a room full of customers—each one a promising opportunity. Are you ready to start the engagement? From strategy to design to
in-house fabrication to on-site installation to engagement training to portfolio planning, Derse’s holistic approach puts you in the right position
at the right shows to talk to the right people. Whether you need a simple 10’ x 10’ booth or a sophisticated 100’ x 100’ double-deck exhibit,
we’re ready with all the tools necessary to drive attendance, dwell time and conversions.

Trusting your program to a complete provider with diverse industry experience…now that’s smarter.

Great design lasts days...
great communication lasts years.


Communication Automotive Building Supplies Communication

Computer / Electronics Consumer Energy Finance / Insurance

Food / Food Services Healthcare Manufacturing Travel / Transportation

Healthcare Building Supplies Education Communication


TRADE SHOWS

Apparel

Munchkin

Levi Strauss


Automotive

Mazda North America

Mazda Raceway Ride-Along Simulator Hyundai Event


TRADE SHOWS

Finance / Insurance

TransUnion

Fiserv

FIS Wells Fargo


TRADE SHOWS

Manufacturing

Molex Joy Global

Trimble Eaton


MAZDA is a leading name in the global automotive marketplace.
The Challenge
Beginning with the RFP process, Derse made its intentions clear: help Mazda go beyond conventional thinking and challenge attendees
to expect the unexpected. Informed by its research of auto show commonalities, Derse put The Auto Show Rule Book (a list of 13 well-worn
industry norms) on a cracker to illustrate the fragility of these supposedly “unbreakable” laws. By breaking and ultimately transcending
perceived barriers, the following goals were now within reach:
• Preserve a sense of driving fun to attract attendees
• Engage the target audience: “The Discerning Few”
• Give target audience a reason to visit the display, learn
about Mazda and be proactive in the relationship
• Fill CRM pipeline with qualified prospects
• Maximize booth dwell time to increase conversation depth

Smarter Solutions
Though Mazda requested booth refurbishments, Derse found
their existing properties to be unnecessarily bulky. Instead, Derse
recommended Mazda invest in a new, streamlined booth that would
cost less than repairs and also cost less in shipping, installation,
etc. In addition, Derse recommended that Mazda reinvest the initial
savings into experiential engagements—a process Derse calls
funding improvement. These engagements included:
• Mazda Drivers Club (MDC): a VIP-style club tailored to
driving enthusiasts; members enjoy privileged treatment and
preferred access after sharing key buyer/demographic data
• Minimal booth architecture, which puts focus on vehicles
• Pre-show emails and microsite to build excitement
around MDC
• At-show simulator that drives traffic to booth, increases
dwell time and reinforces Mazda driving performance
• Post-show offers, including purchase incentives, redeemable
at dealerships
• Exclusive offers, incentives and promotion of special events


Smarter Results
In addition to the savings realized by the new booth, experiential
engagements have helped Mazda achieve a significant return on its
trade show investment. The new techniques have been so effective
that the Mazda Drivers Club experience is now implemented at every
level of show, small to large. Though efforts are still ongoing, they
have already had a significant impact. Accomplishments include:
• Dramatic hand raiser increase—1,302 (2010-11) to
45,388 (2011-12). Initial goal for 2011-2012 was 28,133.
• 30-45 minute wait for Mazda Raceway Ride-Along simulator
• Program assessment proved the value of experiential
marketing: 113% increase in sales leads at shows with
simulator compared to shows without simulator
• 830 test drive redemptions
• 347 auto sales directly attributable to the trade show program
• News coverage in major markets (New York Times, New York
Daily News, Seattle Times, NBC 5 Chicago, FOX 8 Cleveland,
NBC 11 Atlanta)
• Positive consumer feedback and social media buzz

“Just seen my photo from the @MazdaUSA
Simulator from the auto show in Cobo center
Detroit, so digging the Mazdas now a days”
— Roxx_Star1 (via Twitter)


MOEN is dedicated to designing and delivering beautiful faucets, showering products, sinks, and accessories
for the kitchen and bath that last a lifetime.
The Challenge
The economic collapse in late 2008 and the following housing market bust meant that business had changed for Moen. Budgets were being
cut, shows were being eliminated, and senior management was questioning the value of attending trade shows. Moen turned to Derse to help
assess their face-to-face marketing approach and challenged Derse with developing program recommendations that would drive real ROI.

Smarter Solutions
Derse’s market research and measurement analysts assessed
Moen’s current program model, target audience, and results
currently being achieved. The first assessments compared
both Kitchen/Bath Industry Show (K/BIS) and the International
Builders Show (IBS). Derse’s analysts then developed an
accountable program strategy, only recommending solutions
proven to drive meaningful results for Moen.

This new program approach included:
• A roadmap for how the creative approach and

engagement strategy could help deliver results for
Moen’s face-to-face trade show environments program
• A customized branching survey tool, which
automatically rank leads – eliminating subjective
rankings made by Moen staffers
• An in-depth, multi-faceted Performance Assessment
Report that outlines projected ROI and other expected
marketing achievements, based on the deployment of
recommended tactics
• An executive summary report for each show analyzing
the details of the leads gathered


Smarter Results
By establishing accountable objectives during the
pre-program planning session, then deploying Derse’s
proprietary Client Strategic Services, Derse was able
to help Moen achieve immediate results at K/BIS:
• Projected ROI from K/BIS leads was calculated
to e in the millions of dollars
b
• A 51% increase in 2011 K/BIS leads generated
over 2010
• Significant quantifiable results were achieved in:
– Industry press: both meetings held and
coverage achieved
– Sponsorships and promotions
• A new exhibit property was produced to upgrade
the marketing messages and relieve ongoing
maintenance costs by delivering additional
savings in these areas:
– 29% and 13% savings in drayage
and I & D costs respectively
– 10% savings in electrical costs and 15%
savings in transportation costs for K/BIS
– 63% reduction in the cost to produce
graphic panels

Moen now uses Derse’s Client Strategic Services at all
major national shows to help shape, adjust and improve
the overall face-to-face marketing performance.

“Derse is a trusted partner for Moen. Their ability
to deliver excellence and go above and beyond
to maximize the result of our program has made
Derse the standard by which we judge all other
marketing suppliers.”
–Tom Liebhardt, Senior Director, Marketing, Moen

Marketing Environments
A marketing environment is a lot more than four walls and furniture. It should be an extension of your brand—a physical touchpoint
that separates you from your competitors. Derse’s experienced creative team can develop new or enhance existing environments.
Not only that, our emphasis on flexibility will help your space grow and adapt as your brand demands.

Our approach—informed by your objectives and demographics—is focused on results. Whether that means increasing sales,
improving message retention or increasing brand interaction, our environments help you speak to your audience.
Marketing Environments may include:
• Executive briefing centers • Presentation areas
• Showrooms • Corporate museums
• Lobbies • Retail environments
• Training facilities

Building permanent environments that grow with your brand…now that’s smarter.

Permanent installations with smarter communication and audience engagement

Verizon Executive Briefing Center Hospira Solution Center


Visitor Experience
Derse helps inspire engagement with a branded moment at every touchpoint:
• Planning
• Scheduling
• Pre-visit communication
• Travel logistics
• Guest comfort amenities
• Remote office capabilities
• Hospitality
• Dining
Hospira Solution Center
• Briefing
• Speakers

AT&T Innovation Center


EXECUTIVE BRIEFING CENTER

VERIZON is an industry leader in residential, business
and wireless telecommunications.

The Challenge
Verizon recognized the need to improve their executive briefing center
and transition customers’ visits beyond the presenter-led narratives
of the past toward an immersive Verizon brand experience.

Verizon partnered with Derse to design, fabricate and install an
immersive Executive Briefing Center (EBC) at its headquarters
in Basking Ridge, NJ, in a very aggressive 16-week timeframe.
Welcome
Objectives included:
• Showcase Verizon solutions and technologies in a unified
Verizon brand
• Personalize and customize each visitor’s experience while
build ing awareness of Verizon services, solutions and products
• Demonstrate Verizon’s position as a leader of technological
innovation
• Position the EBC as a sales and marketing tool to earn
trust as well as strengthen relationships with current
and prospective customers
• Integrate sustainable materials and energy-efficient
technologies, wherever possible Solutions Showcase
Smarter Solutions
Derse’s creative team explored the architecture of the space
to design an experience that made every touch point an opportunity
to reinforce the Verizon brand.

Key environmental considerations were given for how the audience
would psychologically respond to sensory elements within the space,
including sound, natural light, textures, forms, and function.
Emphasis was placed on a balance between:
• Technology and innovation desired to optimize briefings
• Getting visitors up and out of their seats, actively engaging
Lobby
with Verizon’s network, products and services
Confidential – Property of Derse, Inc. © Derse, Inc. 2013. All Rights Reserved. • Multiple spaces for visitors to refresh and renew


Derse’s creative solution integrated minimal branding, opting instead
for the environment to evoke the innovation and technological
leadership of Verizon. Solutions within the space included:
• Iconic large elliptical glass environment containing
–– Large briefing room featuring a massive 6’ x 18’
rear-projection screen, HD video conferencing
and a 40’ long table, seating 24
–– Small briefing room also featuring HD video
conferencing and seating for 16
–– AV equipment room control room
• Solutions Showcase featuring interactive stations including
a mobility kiosk, Verizon stories digital wall and network map
• Multi-purpose room that functions as another briefing room
or as a dining space, seating 50
• Private restrooms, accessible only to EBC visitors
• Briefing team office and control center
• Private, executive-level outdoor patio space
• Visitor office spaces

Multi-purpose Room

Smarter Results
As a result of partnering with Derse, Verizon’s EBC:
• Increased utilization of greater than 50%
over the same period from the previous year
• Iconic glass elliptical briefing room conveys brand culture
of transparency and innovation
• Solutions Showcase enables visitors to actively engage
in Verizon’s services, solutions and productions
• Animated, digital welcome screen enables personalized
messages
• Centralized A/V infrastructure allows EBC managers
to remotely facilitate every aspect of the briefing
• Dimmable LED lighting, GreenLam Makassar wall laminates,
and water-conserving lavatories and faucets add sustainability
Primary Briefing Room
and energy efficiency to the overall EBC


MARKETING ENVIRONMENT

ABC’s EXTREME MAKEOVER: HOME EDITION (EMHE)
is a reality television series that provides home renovations for families
across the United States who have faced significant hardships.
The Challenge
ABC’s Extreme Makeover: Home Edition approached Derse
for assistance in creating a top-secret specialty playroom
for the Arboleda family’s four boys—ages 3, 5, 7 and 9.
In order to design, build and install the top-secret room
in seven days, EMHE approached Derse with the following objectives
for the space:
• Design an experiential superhero playroom
• Integrate interactive elements to encourage imaginative
play applicable to the boys’ wide age range Engineer working on details of experiential station
• Incorporate a high-tech, cutting-edge feel with extreme
elements that create a larger-than-life superhero impression
• Provide room-to-house superhero tools as well as functional
elements like storage, computers and study space
Smarter Solution
Derse’s Seed Idea integrated superhero-inspired design elements and
brought them to life through technology-driven activations to create
a “Superhero Headquarters.” Derse’s design solution included:
• Hand scanners that activate the room with a subsonic
rumble to reveal personalized superhero identities
and costumes
• Centrally located command console internally lit for four
personal computers and added storage space
• High-tech and innovative environmental surveillance video
– For the children (i.e. the superheroes): monitor the exterior
of their home
– For the parents: allow them to view into the room, using
their in-home monitoring system Superhero Headquarters
• Shelving displays holding Marvel-donated superhero props
and action figures


While the Derse challenge was to design an interesting superhero
room, the team also proactively engaged EMHE with the benefits
of Derse’s overall fabrication and installation capabilities and how
they could help the project’s swift turnaround.

Smarter Results
The limited timeframe was no obstacle for Derse’s creative and
fabrication abilities. Due to the project management leadership
and smart organization of ideas, the Superhero Headquarters was
dubbed “The best room in Extreme Makeover history” from the
Design Producer, Jowill Leano.
Superhero Headquarters in stand-by mode

“I went to this factory where they build these amazing
exhibits and sets. This will be the most technologically
driven room we have ever made.”
– Michael Moloney, Celebrity Designer, Extreme Makeover: Home Edition

“We could not have done it without you! Words cannot
express how much we appreciate your dedication and
time spent on making this home a success!”
– Design Team, Extreme Makeover: Home Edition

The new Arboleda home



Samsung Mobile B-to-C Environment



DJO Global



Sub-Zero Living Kitchen



Paoli Retail Environment Paoli Storefront

Sub-Zero Living Kitchen Sub-Zero Living Kitchen


Events
For an event to truly be an event, it has to leave a lasting impression. That’s where Derse delivers. We have the certified leadership and creative
collaboration needed to make the process easier and the results stunning. Derse’s Certified Meeting Professionals take on the heavy lifting of
event management – working with a vast array of in-house resources and external vendors to ensure your events perform as intended.

Derse’s event management capabilities include:
• Strategy/planning • Creative development • On-site services
– Destination/venue coordination – Theme – Event supervision
– Promotion – Engagement – Technical production and staging
– Registration – Content – A/V and partner selection
– Contract negotiation – Measurement – Vendor coordination

Making an impact with your target audience…now that’s smarter.

Experiential Event Activities Receptions


Derse events are smarter because we:
• Customize our services to your needs
• Align program strategies and business objectives
• Manage the event so you can concentrate on business
• Integrate campaigns to unify brand/messaging
• Provide accountable creative that increases engagement
• Measure results to prove and improve your next event
• Dedicate an in-house team to event support

– Certified Meeting Professionals / Planners
– Producers
– Creative Directors
– Copywriters
– 3D Designers
– Multimedia Designers
Proprietary Events

Client Appreciation Events Press Conferences


EVENTS

CERNER CORPORATION is the leading US supplier
of healthcare information technology solutions.

The Challenge
At their annual proprietary conference, Cerner’s goals were to:
• Position Cerner as the leader in the industry and
as a resource for ongoing information, education
and solutions
• Build and strengthen new and current relationships
with clients and partners
• Feature solution upgrades in an organized, visually
interesting and identifiable environment
• Generate quality sales leads

Smarter Solution
Derse helped Cerner enliven its annual proprietary healthcare Entrance to Solutions Gallery
conference and trade show. To unify the visual and physical
experience of the attendee, Derse developed the Seed Idea, “Come Together,” which was inspired by Cerner’s tagline
“All Together.” The Seed Idea signified Cerner’s leadership role in bringing its expertise, its clients and its partners together.

Show Floor


EVENTS

As conference attendees entered the Solutions Gallery, they were funneled
into a central rotunda that featured two large fabric arches containing Cerner’s
“Smart Rooms.” Smart Rooms were designed so Cerner attendees could
experience an integrated demonstration of Cerner’s primary solutions and
services. Each Smart Room was focused on the core areas in which attendees
would encounter Cerner’s primary solutions:
• Intensive Care Units
• Surgery Room
• Patient Suite
• Home
• Physician Office
• Employer Clinic

Smarter Results
Due to the smart organization and visually attractive space,
Derse was able to create a memorable, educational, hands-on
environment that positioned Cerner as an industry leader in
the challenges of healthcare technology management.
Other results included: Solutions Gallery

• 12% increase in partner participation
• 8% increase in partner attendance
• 6% increase in client attendance, which created
increased opportunities for future sales
• Post-show comments included “Thought this was
the best layout to date” and “Liked the layout on
the floor—different, open and had good flow from
all areas”

Solutions Gallery


EVENTS

DELTA TECHOPS is the maintenance, repair and overhaul (MRO) division of Delta Air Lines.
The Challenge
Make the attendee’s time at MRO Americas 2012 as valuable as possible by minimizing downtime,
just as Delta TechOps does to earn the title of Best-in-Class MRO year after year.

Smarter Solutions
Derse created and focused on a Seed Idea of “Up Time”—the period of time that planes are operational.
This theme was extrapolated to a number of thematic, ground-based touchpoints which included:
• “Hang Time”—the welcome reception
• “Party Time”—happy hour
• “Me Time”—hotel room relaxation

Smarter Results
• Record hotel and event attendance – up 50% from 2009
• 100+ customers joined the group on McKinney Avenue
for “Pub Time” with Delta TechOps


“(Another) great week! Thank you for making it happen...and memorable”
– Tim Boldt, Marketing Manager, Delta TechOps


EVENTS

Proprietary Conference—Tridium


EVENTS

Customer Appreciation—Delta TechOps


EVENTS

Press Conference—Mazda


EVENTS

Customer Appreciation—Derse


Strategic Services
Success without strategy is just luck. Derse’s Client Strategic Services—a suite of integrated elements that includes Strategic Planning,
Portfolio Planning, Engagement Training and Accountability Assessment—is a face-to-face marketing game-changer. Our purpose is to
ensure that we are doing the right things with your marketing dollars, engaging your audience through purposeful creative and motivating
your audience to act.

Strategic Planning lays the foundation to continuous improvement through research,
interviews and a workshop. It’s at this stage that we outline a direction for ensuring Measuring actual performance
measurable success. against goals, analyzing the metrics
Portfolio Planning aligns your efforts with your objectives. We’ll calculate the real worth and recommending adjustments
of your approach in detail so you can better understand what each engagement will cost to improve performance assures
and adjust as necessary.
continuous improvement…
Engagement Training helps prepare your team by getting them ready to make the most that’s smarter
of your opportunities. Our comprehensive development program includes choreography,
interactive technology and messaging.

Accountability Assessment measures results and drives actionable recommendations. We’ll help build a program accountability model
and integrate measurement tools to compare predicted results against actual performance data.

Taking the guesswork out of face-to-face marketing success…now that’s smarter.


Rental
Derse rental options can be custom designed specifically to meet your needs and objectives
or they can be pulled from an inventory of existing options. Advantages of our program include:
• Rent exhibits for particular shows as needed
• Manage entire exhibit programs
• Add to an existing client program
• Eliminate storage costs
Rental options that fulfill your needs...
Our flexible, scalable and turnkey exhibits include:
and fit your budget
• Hybrid exhibits that combine system/custom components
• Modular systems configurations
• Custom-built rental exhibits
• Portable displays

Making an impact within your means…now that’s smarter.

Explore our rental inventory at www.derse.com/rentals

Online Rental Site Choose from Multiple Options


RENTAL

Custom Rental

Glanbia Nutritionals

Discover

Derse

RENTAL

Custom Rental

VAS Aero Services Konami

Cray, Inc.


RENTAL

Customized System

Midea

eCardio Diagnostics Colgate-Palmolive Company


RENTAL

Customized System

Menasha Packaging

Molex, Inc.


SmartCentre
Derse’s automated application provides easy and effective ways to manage exhibit programs through:
• Collaboration and conversation
• Property and graphics management
• File uploading and downloading for remote users
• Schedule management
• Financial tracking and reporting
• Ordering of portable exhibits

Derse makes program management a breeze with our
web-based exhibit management system – SmartCentre.


Collaboration
SmartCentre enables users to share documents, data and annotate work in process. This drives work to completion faster and more efficiently,
saving time and money.
• Upload files for viewing and discussion with digital approvals in user-defined folders
• Interact within time- and date-stamped threaded discussions
• Redline floor plans and construction drawings showing proposed changes and/or additions
• Capture client approvals for both graphics and architecture, and track account team releases to production


Account Management
This portion of SmartCentre allows for collaboration of both overall program information as well as individual project details.
• Individual and project-specific tasks with tracking and notification of overdue items
• Financial data including forecasts, estimates, variance, and reporting capabilities
• File upload and online approvals
• Access to historic project information including graphics, budgets, timelines, and inventories

Asset Management
Asset management profiles facilitate the tracking and organization of client properties. SmartCentre allows users, with appropriate security
rights, access to inventory, share, and reserve program assets.
• Inventory management for architecture, graphics, client products, etc.
• User-defined filters and inventory search criteria
• Manage and/or select any asset: structure, graphic, rental, premium,
or collateral for a particular show or event
• Determine property availability and reserve components
• Inventory reports include usage, availability and damage reports

A straightforward way to manage shows…now that’s smarter.


Online Ordering
Derse provides an online exhibit ordering system that effectively manages regional show programs for decentralized offices or branches.
This automated tool supports the repeated use of portable exhibit properties.

This automated approach enables Derse to provide:
• Standard pricing
• Dedicated staff – coordinators and service techs
• utomated approach to managing properties/services
A
• Schedule management

• Property and graphic management

Ease of use is the focus for Online Ordering. A step-by-step process
intuitively guides end-users through the ordering process. These simple
steps are:
• E
nter event dates, location, and shipping address
• Select properties from a pre-established list of:
–– Exhibits
–– Graphics
–– Literature
–– Giveaways
• Select show services
• Enter payment method
• Submit order

Derse automatically processes new orders, and an order
confirmation is sent directly to the end-user’s e-mail.


MILWAUKEE ELECTRIC TOOL CORP. (METCO) builds both electric and cordless power tools and accessories
for professional users worldwide.

The Challenge
METCO looked to Derse to achieve the following:
• Deliver effective program management of exhibit properties and products
• Ensure all necessary materials make it to the show floor
• Respond quickly to questions and requests
• Provide a high level of service

Smarter Solutions
Derse utilized its own specialized “tools” and resources to move forward with METCO’s objectives by the following means:
• SmartCentre, a customized software solution for program management, allows full, real-time access to inventories
while also providing accurate accounting for any costs or actions. This allows for seamless interfacing with upcoming
exhibit initiatives and the ability to order needed components.
• Sho-Link, Derse’s installation and dismantle partner, helped increase quality, reduce waste and ensure satisfaction.
• Derse’s internal team was also key in managing METCO’s prep and loading, transportation, drayage, AV support and property return/check-in.


Smarter Results
SmartCentre gave METCO’s face-to-face marketing stakeholders the peace of mind it was looking for:
• Improved product inventory knowledge
• Reliable delivery of show components
• Reduction in setup time (merchandising reduced by two hours at NECA)
• Fewer last-minute fixes
• Less reworking
• Increased footprint at major industry shows based on program success:
– ISN went from a 30’ x 60’ to a 50’ x 100’
– NECA went from a 20’ x 50’ to a 30’ x 60’
– ORGILL went from a 20’ x 40’ to a 30’ x 60’
– True Value went from a 20’ x 30’ to a 30’ x 60’

“SmartCentre is easy to use. It keeps track of and visually displays the inventory. In the past,
we did not know what was in inventory, or what it looked like. This forced us to order new
product, increasing our cost and storage fees with duplicate product inventory. The Derse
team is very detailed, from planning to paperwork to the show.”
—Derek Erickson, Product Marketing Manager, METCO


Inventory Management
Derse’s electronic inventory management systems help organize information for efficient program control.

Quick, easy access to your total inventory and show-specific inventory lists are on SmartCentre – Derse’s online exhibit management application.

Quick, easy, accurate


Asset usage is tracked on a show-by-show basis and a database is built for each customer’s program. The database can be queried by
user-defined criteria to produce management reports such as:
• Location / movement (in-house, at a show, or shipping)
• Graphic size and type
• Use by show
• Movement dates
• Number of uses over time

In conjunction with the database, storage areas exist for portables, graphics and literature. A dedicated person controls both the
database and the storage areas to keep properties organized and information accurate.

Intuitive ways to coordinate face-to-face marketing components…now that’s smarter.

Cost savings through reduced loss
and damage


International
Derse helps you maintain a consistent, powerful brand presence anywhere in the world with our experienced international team.
Our approach ensures effective communication, cultural compliance, quality and service to make global shows run as smoothly
as domestic ones.

International services are turnkey from program planning and design through project management, construction, shipping, on-site
management, and warehousing. We also offer on-site assistance, help with local customs and VAT recovery.

A partner that can help spread your message throughout the world…now that’s smarter.

Resources in 55 countries provide quality and efficiencies worldwide

– Areas of Global Coverage


International Management and Structure
Derse’s International services team is based in Atlanta and serves all Derse locations. This team is responsible for partner selection and
international services coordination. A member of this team would also be on-site at all major international shows to assure efficient operations.

To meet our clients’ international exhibiting needs, Derse works with worldwide partners who, though not owned by Derse, have been carefully
chosen to match Derse’s culture of quality and service. Derse’s partner network has a proven track record and spans the globe from Latin
America to Europe to Asia—virtually any country in the world.

Derse is a member of Octanorm Service Partners International (OSPI): an exclusive worldwide network of contractors and suppliers that has
met or exceeded the high service and quality standards set by the German company Octanorm. Fellow OSPI members offer a discount on
services provided to other partner companies and most partners offer a full range of exhibit services. Currently, there are 158 OSPI members
in 55 countries covering every corner of the globe.

Derse’s partner network has a proven track record and spans the globe.


INTERNATIONAL

Fiserv

Konica Minolta


INTERNATIONAL

Scientific Games

Abbott Nikon


Fabrication
Derse’s six nationwide production centers, each with a full complement of services, provide 680,000 square feet of construction,
service and warehousing space. 24-foot-high ceilings also allow for staging and finished product viewing.

Six full-service production facilities provide national
coverage, consistency and collaboration.


Derse’s approach toward fabrication is to achieve maximum efficiency and consistency. We put great focus on volume purchasing, in-stock
materials and in-house teams without sacrificing attention to detail. Experienced craftspeople—experts in wood, metal, plastic, and alternative
materials—are the backbone of Derse’s quality, which is assured through rigorous standards and numerous checkpoints. In addition,
our master electricians are leaders in high-tech lighting, product wiring, audio-visual systems, and other special effects.

Production methods that help produce results…now that’s smarter.


On-Site Labor
Derse is part owner of Sho-Link, an installation and dismantle cooperative that extends high-quality,
cost-competitive service to the show floor. Additional benefits include:
• Nationwide network of 60 locations
• Charges at published show rates (versus city rates which are often higher)
• No additional charge (or fee) for a working supervisor
• 24-hour support
Smarter is vendor accountability
• Dedicated supervisors who can be assigned to key accounts from one source…Derse.
A single-source provider that’s accountable for your entire program…now that’s smarter.


“Just wanted to let you know that the Pittcon set-up was perfect! I am amazed at the success.
I was prepared for something to happen since you only had the booth for a few weeks and
was pleasantly surprised that nothing did. The blue prints were the best I have ever had.
I want to thank everyone for making it so great. This is the first time in 20 years that I have
not had the exhibit house ship a missing piece. The only thing I would have changed is
I should have gone to Derse a year ago.”
—Maureen Quaranta, Marketing Communication Manager, Shimadzu Scientific Instruments


Company Overview
As a complete services provider, Derse’s holistic view of face-to-face marketing considers every step of the process essential to success—
from strategic planning to creative to program management to program measurement. We also know that success means achieving
measurable results for your program—anything less simply falls short.

Complete face-to-face marketing for trade shows,
marketing environments and events

EXPERIENTIAL MARKETING transforms traditional face-to-face business encounters into multi-sensory experiences
that increase product understanding, message resonance and sales.

PROGRAM MANAGEMENT maximizes budget, minimizes stress, promotes quality, and ensures consistency
with your face-to-face marketing program.

CREATIVE embodies a team of designers who approach each face-to-face project from a variety of perspectives—
experiential, architectural and graphic — to produce fresh, compelling and accountable solutions.

TRADE SHOWS effectively communicate your message to an exhibit full of potential customers.
MARKETING ENVIRONMENTS are an extension of your brand—touchpoints that separate you from your competitors.
EVENTS are designed to leave lasting impressions and are managed by our Certified Meeting Professionals.
STRATEGIC SERVICES ensure that we are doing the right things with your marketing dollars, engaging your audience
through purposeful creative and motivating your audience to act.

RENTAL options fit your budget, schedule, flexibility and performance needs.


SMARTCENTRE provides easy and effective ways to manage trade show programs.
INVENTORY MANAGEMENT is quick, easy, accurate and helps organize information for efficient program control.
INTERNATIONAL helps you maintain a consistent, powerful brand presence anywhere in the world.
FABRICATION is managed through six nationwide production centers, each with a full complement of services to provide 680,000
square feet of construction, service and warehousing space.

ON-SITE LABOR is accomplished in conjunction with Sho-Link, an installation and dismantle cooperative that extends high-quality,
cost-competitive service to the show floor.


Environmental Commitment
Sustainability
Derse is committed to increasing your sales, but is also committed
to our surroundings as well. Our national headquarters in
Milwaukee was the first in its industry to receive Silver-level LEED
certification—the nationally accepted benchmark for design,
construction and operation of high-performance green buildings.
Other achievements include:

Green Awards
• EX Award, Best Green Event/Trade Show Environment,
Cray, 2010
• EVENT Design Award, Best Green Environment,
Delta TechOps, 2009
• Sustainable Green Award, Cray at Supercomputing, 2009
• EVENT Design Award, Best Green Exhibit / Environment,
Levi Strauss, 2008
• MOD Award, Best Green Design, Cray, 2010

Green Design / Construction
• 5 LEED point rated MDF
• Carpet made from recycled plastic soda containers
• Paint containing ZERO VOCs
• Carpet padding from recycled materials
• Technology to reduce material waste
• Evaluating old exhibits for creative reuse
• Removing and recycling metal, fabric and lighting

Doing our part for the environment…now that’s smarter.


TRADE SHOWS

CRAY is a global leader in supercomputing.
The Challenge
Based on the success of the previous year’s theme, ‘Green Computing,’ Cray chose to highlight their position as an industry leader
in creating a green system, from their exhibit, to the green technology product line they promote. Cray challenged Derse to create an
exhibit that met the following objectives:
• Reinforce Cray’s position as industry leader in the high performance computing (HPC) category
• Generate leads for the award-winning Cray CX1 (best seller) and scalable Cray XT systems (fastest supercomputer)
• Highlight Cray’s eco-friendly products and sustainable business model
• Foster community and conversation through social media

Smarter Solutions
Derse designers created an environment that was eco-friendly, inviting
and reflective of Cray’s brand. Green materials used in the exhibit included:
• Bamboo tabletops and 100% non-woven polyester textiles
• Sustainable flooring – Bio-PDO carpet
• Recycled exhibit panels in new design configuration
• Rental lighting and A/V equipment to reduce waste and ensure reuse
• Rental metal extrusion systems that integrated track lighting and
fabric graphics to reduce total exhibit weight and production costs

Smarter Results
As a result of partnering with Derse, Cray’s 30’ x 40’ exhibit at Supercomputing:
• Won Green Exhibit Award at Supercomputing Show, a MOD Award
and an EX Award (2010)
• Captured three highly qualified leads for their high-end Cray XT product
line – a significant achievement due to product’s investment value
• Sold a CX1 Machine on show floor
• Doubled number of Cray CX1 system leads over previous year
• Noticed a 373% increase in number of followers on Twitter, which reinforced
importance of audience engagement and drove greater traffic to booth

Locations
Derse’s six full-service fabrication facilities and numerous satellite offices offer all the manufacturing capabilities,
warehousing space and industry experts your face-to-face marketing program could ever need.

Multiple nationwide locations to reduce your logistical costs…now that’s smarter.


TRADE SHOWS

SAMSUNG manufactures mobile communication equipment.
The Challenge
Samsung challenged Derse to build and install their 90’ x 100’ exhibit in just three weeks
for the CTIA Wireless show in Las Vegas—a very aggressive turnaround time.

Smarter Solutions
In order to complete the construction on time, the power of Derse’s network of national fabrication facilities was engaged:
• Derse Dallas: Constructed Galaxy S Experience, wave kiosks, WOW monument, integrated AV and lighting,
managed exhibit logistics, and devised / executed the on-site installation strategy
• Derse Chicago: Constructed lifestyle showcase counters, AV kiosks and interactive counters
• Derse Milwaukee: Constructed vignettes, meeting rooms, media lounge, 4G components, and assisted with shipping
• Derse Las Vegas: Spearheaded graphic production and re-lamination of existing Samsung components

Smarter Results
Derse’s swift response and ability to quickly collaborate with Samsung’s decision makers from three different global locations
proved Smarter. The result was a successful redesigned and constructed exhibit completed within the three-week goal.


partial client list — Automotive

Mazda / NAIAS

Dorman Products Maxxis
Hankook Tire Mazda North America
Hitachi Automotive Systems Old World Industries
Hyundai Ryder
Johnson Controls Power Solutions Valvoline


CLIENTS — partial list
APPAREL CONSUMER HEAVY EQUIPMENT
7 For All Mankind Built NY Grace Construction
Brown Shoe Colgate Palmolive Joy Global
Columbia Sportswear Nikon, Inc. Metso Minerals
Joe’s Jeans Rug Doctor Wirtgen America, Inc.
Levi Strauss Co.
ENERGY INSTRUMENTATION / CONTROLS
AUTOMOTIVE ConocoPhillips Cooper Power Systems
Hitachi Automotive Systems Ingeteam Eaton
Hyundai Aramco Services Honeywell HPS
Maxxis Trinity Industries Johnson Controls
Mazda North America Parker Hannifin
Ryder FINANCE / INSURANCE Shimadzu Scientific Instruments
Aon Hewitt
AVIATION BlackRock MANUFACTURING
Delta Air Lines Charles Schwab Elliott Turbomachinery
Delta TechOps Discover Milwaukee Electric Tool
Hawker Beechcraft Experian Molex, Inc.
Jet Support Services Fiserv Sigma-Aldrich
VAS Aero Services TransUnion Thomas Betts

BUILDING SUPPLIES FOOD / FOOD SERVICES REAL ESTATE
Hearth Home Technologies Cargill CBL Associates
InSinkErator Earthbound Farm Developers Diversified Realty
Johns Manville Hobart Corporation General Growth Properties
Louisiana-Pacific Hormel North American Properties
Moen Heinz North America PREIT
Wilsonart International POM Wonderful
Vitamix RECREATION / ENTERTAINMENT
COMMUNICATION Benelli USA
ATT HEALTHCARE Beretta USA
Hughes Network Systems Abbott Pharmaceutical Products Harley-Davidson
Samsung Telecommunications Allergan Konami Gaming
Tellabs AmerisourceBergen Polaris
Verizon Business Solutions Biomet
Cerner Corporation TRAVEL / TRANSPORTATION
COMPUTER / ELECTRONICS Emdeon Loews Hotels
Citrix Online Genentech Sabre
Fuji Film Integra Life Travelocity
Genband Janssen Pharmaceuticals
NEC Corporation Starkey Laboratories
Vivitek Takeda Pharmaceuticals


Let’s Keep the Conversation Going
Now that you’ve seen our smarter approach to face-to-face marketing, let’s keep the conversation going.
Let’s start realizing your program goals.

Jason Gobeyn, Director of Business Development
e: jgobeyn@derse.com
o: (414) 290-3014
c: (815) 382-8789

Derse smarter wins

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