AVMA Most Interactive / Innovative Booth
AVMA · Hill's Pet Nutrition · Exhibit strategy and activation · Award: Most Interactive/Innovative Booth (2017)
Goal
Win meaningful time with veterinarians through interaction that felt clinically credible, not a gimmick, on a packed convention floor.
My Role
Lead exhibit planning and on-site execution: vendors, build, staffing rhythm, and alignment with sessions and meetings elsewhere on campus.
Recognition
AVMA Most Interactive / Innovative Booth (2017).
The Challenge
Cut through AVMA floor noise with engagement worth stopping for, while staying squarely on brand and on policy.
AVMA’s convention floor is dense with nutrition brands, equipment manufacturers, and services all competing for the same few minutes with busy veterinarians. Hill’s needed more than visibility; we needed a booth people sought out, stayed in, and remembered. The bar was set high: every touchpoint had to feel interactive and genuinely useful, not gimmicky, while staying aligned with compliance and brand standards.
What I Did
Own the booth from renderings to opening bell: space plan, vendors, and a run-of-show that kept demos, meetings, and traffic in sync.
I owned exhibit planning and on-site execution end to end: space planning with the exhibit house, graphics and messaging reviews with marketing, and a run-of-show that balanced demos, one-to-one conversations, and scheduled meetings so the team wasn’t fighting for the same square feet at peak hours.
- Coordinated build schedules, freight, and rigging with vendors and show management so opening morning was calm instead of chaotic.
- Briefed booth staff on flow, key messages, and handoffs between clinical education and commercial conversations.
- Worked cross-functionally to align the floor experience with sponsored sessions and customer meetings happening elsewhere on campus: one cohesive story, not a disconnected booth drop-in.
Results
Award-winning exhibit plus consistent traffic and deeper conversations with practitioners on the floor.
The exhibit was recognized by AVMA with the Most Interactive / Innovative Booth award, validation that we’d threaded creativity, clinical credibility, and operational discipline together on the show floor. Beyond the trophy, the booth consistently drew strong traffic and gave our teams a credible stage for deeper conversations with practitioners who might otherwise have walked past.