Issue link: https://iconnect007.uberflip.com/i/525318
46 The PCB Design Magazine • June 2015 It's 5:00 pm and the first day of the show is over, but we aren't done yet. off we go to a meet-and-greet event. not only does it afford the opportunity to talk shop, but we also swap stories and make new friends with people from other companies from all over the world. " " We have a new booth this year and it's always fun to work with something new. A few tweaks here and there and we are set. Next on the agen- da is dinner, and since my stomach has finally returned to a level state I am ready to sample some of the area's finest. Phoenix doesn't dis- appoint and we have a delicious meal before checking in to the hotel for the night. Everyone is set for the next day and the opening of the show. The morning weather is beautiful and we strategize over breakfast. Since we are debuting some advanced func- tionality at this show, there's a lot to plan for and we are all pretty excited to see how it will be received. We head over to the convention cen- ter, check in and set up. Data sheets and pamphlets are laid out, the video is cranked up, and demo designs are readied to show. Bring on the show at- tendees, because we are ready. At first the show traffic is light. Some of the attendees are in meeting rooms for their classes and presentations. But soon they start to filter in and we talk with them, answer- ing their questions and show- ing them what's new. Since this show specializes in RF and hybrid design, we get a lot of interest in how our applications can help with these specific design scenarios. Scan a badge, exchange business cards, explain the software, and answer some questions. It's a pro- cess that will continually repeat itself through- out the three days that the exhibit hall is open. While the show is going on, there is still regular work that needs to be attended to in the real world. So each of us will take time away from the booth to answer phone calls or e-mails and help out where we can. Yes, it can be a jug- gling act at times, but this is what we do. I am so proud to work with these people; they are some of the best folks in the business. It's 5:00 pm and the first day of the show is over, but we aren't done yet. Off we go to a meet-and-greet event. Not only does it afford the opportunity to talk shop, but we also swap stories and make new friends with people from other companies from all over the world. This event is on the rooftop of a downtown building in Phoenix and the weather was made to order. A pleasantly warm temperature combined with great food mixes in perfectly with the company and we all enjoy it. The second day of the show is much like the first. Once again we are working with confer- ence attendees, showing them how our applications can help them with their design needs. Some of our technology part- ners come by the booth, and even some of the new friends that we met last night show up. And while we are work- ing the booth at this show, our co-workers back in the home office continue their work. These engineers are some of the greatest around and this morning they surprise us with new software enhancements that we are able to put to good use at the show. Trade shows usually put on some sort of reception, and IMS is no exception, so as the show wraps up on the sec- ond day the convention staff starts wheeling out the trays of food and drink. A little while later we are on our way to another meet-and- greet event, and once again we have another opportunity to mingle with other people in our industry. Stories flow and still more food is served. These shows are not the most ideal time to try to lose weight! As expected, the third and final day of the show is slower than the first two, which gives us the opportunity to roam around the show floor to see what's going on and network with other businesses. There are hundreds of booths here representing different companies and their products and services, and it is difficult to see it all. While walking around, I notice a group of 100 or more middle-school students listen- IT'S TRADE SHOW TIME continues tim's takeaways