CASE STUDY
From chaos to credibility: the day the booth never arrived
How Minnac turned a conference crisis into a brand-saving success
the CHALLENGE
A stuck booth – and a reputation on the line
Tim, a seasoned Marketing Manager at a mid-sized life sciences company, had everything lined up for a key European industry exhibition. Except that, at the eleventh hour, a nightmare unfolded. The custom booth her team shipped was inexplicably held up in customs with no estimated delivery date. With just 48 hours until the conference hall opened, panic set in. The internal team was stretched thin, and contingency planning hadn’t anticipated a full booth loss.
And this wasn’t just any event. It was a cornerstone of the company’s European commercial strategy—targeting key partners, customers, and investors. A no-show would signal operational unreliability and harm their brand reputation. With no physical assets, limited local contacts, and the clock ticking, Tim needed a miracle—or at least a team who could deliver one.
the SOLUTION
The Minnac network activated: from panic to Plan B
Enter Minnac. Already known to the company through previous event work, we were contacted in urgency mode. Our exhibition support team sprang into action, leveraging a well-established network of booth suppliers, rental partners, and print vendors across Europe. Here’s what happened next:
rapid vendor coordination
Within hours, we sourced a high-quality rental booth and secured expedited printing for essential signage and graphics—maintaining brand continuity with assets stored in our shared digital archive.
onsite problem solving
We deployed onsite to coordinate setup, manage vendors, and represent the client onsite—freeing Tim to focus on high-value networking rather than logistics firefighting.
branded giveaways & collateral
Our print and swag partners pulled off a last-minute miracle: brochures and promotional materials were printed and delivered overnight, ensuring the booth not only looked complete but felt intentionally branded.
reputation management
Our proactive communication plan ensured that internal leadership, partners, and booth visitors never sensed the chaos behind the scenes. The event was not just salvaged—it was a success.
the RESULTS
A preserved professional presence
Maintained full brand presence despite the complete loss of original booth assets
Engaged target audience successfully with a polished, professional stand and high-quality printed materials
Avoided reputational damage and internal fallout through seamless problem-solving and proactive updates
Preserved marketing ROI by salvaging key meetings, lead generation, and visibility at a mission-critical event
WHAT OUR CLIENTS SAY
Without Minnac, we would’ve been invisible. Instead, we stood out. I genuinely don’t know how we would’ve pulled it off without their network, calm under pressure, and seamless support
Tim, Marketing Manager
Biotech company
Why booths get stuck: understanding the risks of conference logistics
Even the best-laid exhibition plans can go sideways. Here’s why:
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Customs clearance complications: Shipping internationally? Your booth is now cargo subject to strict customs documentation. A single missing form or incorrect classification can delay clearance by days.
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Last-mile vulnerability: Most exhibition freight passes through multiple carriers and handovers. One missed connection or local delivery error can derail the timeline—especially in high-volume show periods.
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Overloaded shipping channels: Conference season often means congested ports, overbooked carriers, and weather-related delays—none of which you can control once your crate ships.
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Onsite logistics mix-ups: Even if the booth arrives at the venue, it can be misrouted, left in holding areas, or delivered to the wrong stand—especially in large convention centers with minimal onsite support
Why Minnac?
Because conference chaos happens
Conferences involve more moving parts than most teams realise. Without proactive planning, reliable partners, and contingency options, even one delay can cascade into a full-blown brand risk. At Minnac, we’re not just logistics experts, we’re crisis navigators with deep life sciences experience. Our flexible exhibition support model and established vendor relationships meant we didn’t just respond fast—we responded smart. For Tim, this meant turning a logistical breakdown into a marketing win.