So is there a kind of rule that when you walk onto that exhibition floor and you see some of the stands and you go, that's a brilliant stand, or, oh my words, what on earth are they doing? What are they thinking? Are there things that just kind of hit you when you walk onto the stand and you go, that's going to be great?

Yes.

There are some real signs of organizations that are going to run that stand and work that show like clockwork.

And you guys have probably seen this as well, but the sales team that gets in early familiarizes themselves with the show.

Where are the visitors going to be? Where are the delegates going to be? What parts of the show do I need to be in addition to the stand? And then they're on site and they make sure all their sales tools are working.

and are up and ready to go.

You know, the demos work.

How much can you reasonably expect to achieve?