Nth Degree Expands Automotive Offerings with New Experiential Division

Nth Degree Expands Automotive Offerings with New Experiential Division
Auto Industry Veteran Roger Ormisher Appointed Vice President

For more information:
Elise Simons

ATLANTA, GA/August 28, 2013/Business Wire/ — Nth Degree, a leading full-service global event marketing and labor management company, has expanded its portfolio of client services within the automotive sector with the appointment of Roger Ormisher as Vice President, Automotive Brand Experiences. Roger is based in the company’s Southern California office.

In this newly-created role, Ormisher will establish and direct a new experiential business unit which will uniquely combine strategic messaging, rich content and creative solutions to help bring brands and their products to life in 3D environments – all backed by Nth Degree’s established executional skills and exceptional client service.

Scott Bennett, EVP, Client Services, said, “There is an increasing focus on non-traditional experiential activities in the marketing portfolios of our automotive clients. Our extensive background in automotive, combined with experiential and event expertise in other market sectors, makes this a logical next step for our business.”

Ormisher brings more than 27 years of Global experience in both marketing and PR in the automotive industry, spanning three major continents – Europe, North America and Asia. He held senior communications positions at both Volvo Car Corporation and Nissan Corporate, and most recently ran Global Corporate Communications and PR for start-up Fisker Automotive.

Responsible for numerous event and experiential activities, including messaging and launching of ground breaking new technology products that included the Nissan Leaf and Fisker Karma, Ormisher also brings expertise in 3D communications, events management strategy, brand partnerships and product placement. He was a recipient of Ford’s Global Marketing award for the Volvo promotional campaign and treasure hunt tied to Disney’s ‘Pirates of the Caribbean’ film franchise.

“I am delighted to be joining Nth Degree,” Ormisher said. “They are an immensely talented group with a well-deserved reputation for delivering client excellence over the past 34 years. This new experiential offering will be about connecting with our target audiences in person and offering them an experience that is engaging, authentic, relevant, and one they will want to tell their friends about.”

Nth Degree, based in Atlanta, GA, is one of the world’s leading face-to-face marketing companies. The company offers event and trade show marketing and management, and installation and dismantle services worldwide to more than 1,100 domestic and multinational clients and supports more than 7,500 proprietary events, trade shows, and event marketing projects annually. Nth Degree has 21 North American offices, including all major convention cities, and locations in England, Germany, and China. Additional information is available at www.nthdegree.com.


Thomas J. Petrella Appointed Vice President, National Accounts, Nth Degree

Thomas J. Petrella Appointed Vice President, National Accounts, Nth Degree
Industry Veteran to Help Strengthen Sales Leadership Team

For more information:
Elise Simons

ATLANTA, GA/March 08, 2013/Business Wire/ – Nth Degree, a leading full-service global event marketing and labor management company, has expanded its sales leadership team with the appointment of Thomas J. Petrella as Vice President, National Accounts. In this role, Petrella will provide strategic account management of Nth Degree’s top national client accounts and will also support sales activities and new business development efforts in key industries and markets.

Scott Bennett, EVP, Client Services, said, “Our toughest business challenge is finding the right people to add to our team. Tom was a long-time client and friend to our company for many years. He works hard and may be one of the most humble people I know. He is a person that understands that small gestures can make something better.”

Petrella has managed numerous high-profile marketing, trade show and public outreach marketing projects and has more than 25 years of executive-level marketing and communications leadership experience. As a former Partner with Avalon Exhibits, Petrella’s primary focus was on client development, product promotion, and creative sales strategy. For the past 6 years, Petrella has served the event and trade show industry leading business development efforts at Remline Corporation, a promotions and marketing communications firm based in Newark, DE that helps companies execute marketing programs.

In addition to Petrella’s client-focused responsibilities, he will also offer additional leadership to Nth Degree’s national sales team and support efforts to develop and implement new opportunities through both direct and indirect channels. He will also participate in long-range planning for product improvements, additional service offerings and further evolution of the company’s international operations.

“Nth Degree is a group of hard working people that care about each other and their clients. Somehow throughout the years, they never lost sight of this simple idea. They are a leader, have a strong management team and I’m humbled to be joining this team,” said Petrella.

Nth Degree, based in Atlanta, GA, is one of the world’s leading face-to-face marketing companies. The company offers event and trade show marketing and management, and installation and dismantle services worldwide to more than 1,100 domestic and multinational clients and supports more than 7,500 proprietary events, trade shows, and event marketing projects annually. Nth Degree has 21 North American offices, including all major convention cities, and offices in England, Germany, and China. Additional information is available at www.nthdegree.com.


Getting Partners Involved in Event Marketing

Marketing and attendee acquisition activities are rarely handled exclusively by the event organizer or lead sponsor and from our experience, getting the partners involved garners better results.  At Nth Degree we encourage our clients to see these activities as a combined effort – the event organizer brings the audience through the doorway, but it’s the partner’s job to get the attendees to their booth at the event.

Most partners understand the more people who attend and actually seek out their booth during the event, the better their chances are of making good contacts or actually lining up sales during a live event. However as an event organizer, you cannot rely on these partners to proactively promote your event – even if they realize it is to their benefit to do so – as they often do not have the tools or knowledge necessary to do so effectively. That is why you should consider it a part of your responsibility to provide them with those tools.

An active exhibitor marketing program can yield tremendous benefits for both the individual partner exhibitors and the event as a whole. Partner exhibitors often have contacts that the event organizers do not, providing a wider pool of potential attendees. In addition, partners are likely to have an existing relationship with these contacts, making it more likely that they will attend if invited by that individual partner directly. As an example, in 2012 one Nth Degree customer allowed us to provide exhibitor partners with marketing materials for their last event of the year after not doing so for previous events in the spring and summer. The result – registrations for this final event ended up nearly 50% higher than the earlier events.

To facilitate these activities, Nth Degree provides partner exhibitors at events we manage with Exhibitor Marketing Kits. These kits contain items such as a PDF invitation with live links to the event website, HTML files that can be sent as email blasts, banner ads to put on the partner exhibitor’s website, signatures that can be used in company emails, and pre-approved copy that can be posted on the partner exhibitor’s social media accounts including Facebook, Twitter and LinkedIn.

In addition, event organizers can actually track all online activity through the use of tracking codes from websites such as Google Analytics in order to see which partners are actually driving traffic and registrations. These are the partners that event organizers may want to specifically engage with after the event to gauge what their experience was like and look for ways to improve marketing efforts for future events. Another way to effectively track activity is to provide the partner exhibitors each with a unique discount code, which they can give to their contacts. By tracking how many times a code is used, you can see which partner exhibitors are making the biggest effort to bring in attendees.

Providing marketing tools to partner exhibitors will boost your attendance numbers and make them feel more involved in the event. The most important thing to keep in mind is to be gracious and appreciative to them for taking the time to carry out marketing activities. If a partner exhibitor wants to change something or try a different tactic be open to it – they may have an idea that turns out to be effective. At the end of the day, working together will result in a better turnout and more positive event for everyone involved.

Corporate Technology Events a Boost to Industry

Proprietary corporate events are certainly not new in the face-to-face marketing industry, but they are gaining attention in the media as high-tech companies invest in this medium regardless of the current state of the economy. In an online article, The Wall Street Journal highlighted some big events this week including VMworld, the recently-completed event supported by the Nth Degree Events team, and took a closer look at what attracts thousands of attendees to these events. Read the full article here.

Atlanta Working Conditions

The summer is coming to a close and fall trade show planning is in full swing. We know that most of our event marketing clients attend more than one show and that they travel across the country and even across the pond to exhibit. With this in mind, we are making an effort to provide you with tools that will make this experience easier to manage and well, let’s face it, to survive! This month we are focusing on common working conditions and regulations in the Atlanta market. See a list of common questions and answers below that our labor operations team thought you might find helpful.

Main Facility: Georgia World Congress Center

Material Handling

  • Can exhibitor carry in merchandise/items into hall? Yes.
  • Can exhibitor use a hand truck or dolly/wheeled cart to bring exhibit materials into the hall? Yes. Exhibitors can hand carry exhibit materials or use a personal cart to do so ONLY if this is done through front doors/lobby. If unloading from POV on dock – limited amounts are acceptable using Exhibitor Appointed Contractor (EAC) dollies, but large quantities and/or multiple trips must be turned over to GC.


  • Can shop supervisor or exhibitor work in this city or supervise ONLY? Both shop supervisors and exhibitors can work in this city since there are no union jurisdictions.
  • Can the exhibitor install & dismantle their display? Yes, since there are no union jurisdictions.
  • Can the exhibitor’s FT employees use tools to set up their displays? Yes, since there are no union jurisdictions.
  • Can an EAC set-up steel deck structures? Yes, as long as the structure is pre-approved by building engineering. Copies of approval are required on-site during install.


  • Electrical service – from overhead or floor? Both. Main power is supplied from floor ports. Ceiling drops are only made if requested for booth design; if booth power exceeds floor port limits; and for hanging signage.
  • Can exhibitor or EAC run electrical cords under carpet? No. The initial lay must be made by GWCC electricians. Also, all cords under carpet MUST be provided by GWCC – no exceptions. After initial lay cords can be moved/re-laid without calling GWCC electricians back into the booth.
  • Can exhibitor or EAC run electrical cords above carpet? Yes. Cords run in the booth above carpet can be supplied by the shop and/or exhibitor. However, it must be 14ga wire or lower – no 16ga.
  • Can exhibitor or EAC plug lights and/or other devices into booth electrical outlets? Yes, no restrictions.
  • Can exhibitor/shop/EAC place lights? Can exhibitor/shop/EAC insert Dura trans in light boxes? Yes, no restrictions.
  • Can exhibitor/shop use Genie Lift? Yes. This does however, vary depending on the general contractor and/or show association. You must consult exhibitor show book regulations.


  • Who can vacuum the booth carpet? The exhibitor can vacuum carpet (with their supplied vacuum) or order booth cleaning through the show contractor. EACs cannot vacuum in this facility.
  • Can exhibitor/shop have food/beverage brought into facility? No. Food/beverage (in small quantities) can be brought into facility through the install period only. From opening morning until the close of show, these items must be purchased from the house caterer.
  • Is there access to local specialty vendors? Yes. Note – some specialty vendors are not available on weekends.
  • Can EAC assemble hanging signage? No. This is the responsibility of GC rigging. EACs cannot assemble any hanging sign.

6 Ways to Integrate Social Media into Your Events Now

There are more avenues available today to market your event (or your participation in an event) than ever before. This is a good thing in that it gives us event marketers more tools to try to capture the attention of potential attendees, but it also means those audiences are being bombarded with marketing information from so many sources that your message may be lost in the shuffle.

With so much competition for the limited amount of attention available, your social media plan must be comprehensive and easy to execute. We’ve taken the time to narrow down 6 easy steps for integrating social media into your event marketing plan today. 

Before you dive in and take action, remember that conversation is the number one way to ensure your social media push is effective. It is best to have someone monitoring your various social media accounts regularly – even multiple times per day – and replying to any messages directed to your accounts. You can also monitor some networks, such as Twitter, for conversations about your brand or event, which you can then respond to in order to prompt further discussion.

 Now you are ready to integrate social media into your event and here are 6 surefire ways to do it:

  • Designate a hashtag (#event) for your event so those Tweeting about it can see what others are saying about it as well.

  • Tweet relevant quotes from sessions in real time.
  • Accept questions from live audiences – especially in larger sessions – via Facebook, Twitter or even your event blog. This offers a double benefit of keeping attendees more engaged while also showing social media followers who are not at your event what they are missing.
  • Hold a social media contest before the event with prizes such as VIP passes or free admission for registered followers and again during the event, with prizes given out live on the final day.
  • Throw out questions based on topics raised during live sessions to spur online discussion and demonstrate the value of the content your event offers.
  • Send out secret event or party information only via social media to ensure attendees check it regularly.

Overall, social media provides an ideal medium for communicating with your event’s target audience and keeping them engaged before and during your event at a minimal cost. If done right, the time and effort you put into your social media campaign will be repaid many times over.

Event Technology Trends


Nth Degree recently received a report from the Active Network and the Event Marketing Institute that reviews and analyzes survey results conducted by these organizations to better understand the relationship between events and technology, including trends in this space. As shown in the chart above and based on my experience with Nth Degree’s event marketing clients, it makes sense that lead retrieval is currently the most important event technology to respondents’ organizations. The desire for a measureable ROI will always hold true and lead retrieval will continue to be a coveted element of event ROI.

Additionally, improvement in other highly rated event technologies from this survey, such as Social Media and Web Site Development, is allowing brands to take what’s experienced and learned during a physical event and extend the interaction period and span of an event message. Attendees are able to use the combination of websites and social media channels to share an event experience with peers that may not be able to attend like never before. These sustained interactions are sure to grow as the technology improves.


Nth Degree Spotted on the Show Floor

Well, it’s not your typical show floor, but check out this photo of Nth Degree’s Charlie Bateham working hard on a Jaguar project at the 2012 Amelia Island Concours D’Elegance event. We’re sure Charlie didn’t mind working on the project in such a beautiful setting!  This annual event is a great example of the various trade shows, conferences and events where you might see an Nth Degree team member in action!

RSA Conference Closing Notes from Nth Degree Newcomer Matt Kuzak

As RSA Conference 2012 came to a close last Friday afternoon, attendees were sent off with some final thoughts by former Prime Minister, Tony Blair. His inspiring sentiments asked each of us to do our part in making the world a better and safer place for everyone – a key takeaway that took shape throughout the 5-day security-focused event. The closing keynote also included a hilarious and fun segment called, The Hugh Thompson Show, where bestselling author Hugh Thomson, Ph.D., interviewed political consultant, Frank Lutz, with hilarious results! You can see a video of this keynote presentation here. The packed room was fully engaged and seemed to be enjoying it very much.

After the keynotes, the crowd disbanded onto the sunny streets of San Francisco, ready to apply the practical solutions they learned during RSA into their daily lives. Looking back, it was quite an exciting and informational week-long event and I can’t wait for RSA Conference 2013!  Now I am headed to Las Vegas for Exhibitor 2012 and as I write this post from my smart phone, I am reminded again how important internet security is as we disseminate sensitive information from a variety of technologies and places. RSA Conference is and will continue to be an important platform to share and collaborate on ideas that will keep us all safe in the technology age!  More to come…

Internet Security is My Business Too


The other day I was at work when I ran into an old friend. We caught up on life, family, travels and he started discussing his new car. The car isn’t relevant, but the process he underwent to acquire it is. Someone had stolen his identity a few years ago and the repercussions are still felt every time he applies for a loan or even a library card. It took him countless months to set the record straight and fix the original quagmire, but by this time he’s used to dealing with it and going the extra mile to prove his identity and credit are legitimate. It’s been almost four years since his identity was hacked and the result of that incident made him switch career fields and dive head first into internet security. He didn’t want the feeling he had to happen to others and told me, “Most people don’t realize the extent the internet permeates all parts of their life. Now after what happened to me, I feel like I get to help people every day.”   

After a little more small talk we parted ways, but our conversation made me feel proud to be standing where I was that day at RSA Conference 2012. While mine may only be a small contribution, whether it is writing up an event plan, designing a space or standing behind the Information Desk to furnish directions and dole out recommendations, as I was that day, we each play an integral part. And I too now felt like I was helping contribute to keeping the internet more secure as I helped facilitate the conference.

With that I want to say thank you to my friend, all of the attendees, my colleagues and our client, RSA, The Security Division of EMC, for making RSA Conference 2012 such a success and for your continuing efforts at keeping our internet and world safer.