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What is the deal with trade show setups? They can take even the most creative industries (say, advertising or music, for example) and boil them down to a bunch of guys in suits and branded golf shirts twitching nervously behind tables. I don’t blame the sponsor reps. I’d feel like a zombie too, after standing around in convention centers for a couple of weeks. But isn’t it time to rethink these things? Can’t we find a format with more flair and interactivity? More… impact? Is it possible that the same way ad:tech presentations underline the need for online ads and email to build relationships with customers, trade show booths have the potential to project a more powerful and appealing message than “don’t even think of talking to me if you’re not going to buy what I’m selling”? Kudos to Monster.com for being notably approachable and having the most attractive little tchotchke Monster on the floor. http://www.adtechblog.com/2562/