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It took several weeks, much discussion, and consideration of quite a few bad ideas before we settled on how we would convey our message at ASAE Annual in LA.

We chose a Piano Dancer - a reference to the Tom Hanks movie BIG, using a full-scale and authentic "walking piano" and the very best dancer on the FAO Schwarz piano dance team (flown in from NYC).

First, given that we don't have a pushy and in-a-hurry sales approach, our primary objective was to put a smile on people's faces, and we love that we seem to have done that. Melody, the perfectly-named dancer, was absolutely charming and genuinely enjoyed herself, and this was contagious.

Second, the message - how did this relate to what we want people to know about us? 


The folks here at Avectra really do understand that association professionals have BIG wishes for their associations and for themselves, and one of the best things about working here is getting to hear customer success stories in the hallways and around the coffee machines as well as in meetings. These great results are what generate the high fives among my purple-clad colleagues, and that, too, is contagious.

We're hopeful that the piano dancer/BIG analogy made sense to people, brightened their day, and helps them think of us when the time is right. We definitely had fun doing it!