Host Jeff Hannah interviews Steve Tustain of MDL Expo International. They discuss how exhibits should be designed differently for Germany, and how the exhibit may be used different in Europe than in other places. Steve emphasizes the importance of pre-show planning and promotion in order to reach the audience you want to have. They also talk about preparing to meet with German businesspeople. Steve shares his views on how activities such as engagements, gamification and gimmicks are viewed by Europeans.