AM General

Canceled trade shows led AM General to take a different approach to connect with their target audience.


AM General


Project Brief

When AM General’s shows were canceled for the foreseeable future, they partnered with us to re-purpose their trade show properties to create a micro-environment in their facility.


Program Management

AM General Trade Show Exhibit

AM General is a vehicle manufacturer that builds military and commercial vehicles. They are best known as the maker of the military Humvee. Like all event marketers in 2020, AM General had a conference cancel. Instead of waiting for their next show, which was going to be virtual, they made the bold decision to connect with their internal and external clients in their own unique way.

Collaborative conversations between AM General and Derse revealed their Technology and Engineering Center (TEC), located in Auburn Hills, Michigan could be used to help AM General connect with their target audiences. The facility has office, meeting, and workshop space, and includes a dedicated showroom for current and concept vehicles.

AM General Branded Environment

After establishing availability of the space, the Derse account team and designers assessed which of AM General’s exhibit components would fit in an available space within the TEC. It was decided that a large-scale tower with a built-in monitor, a hanging sign, furniture, and a new 10’ x 10’ back wall was all that was needed to provide a back drop for virtual engagements with AM General’s target audiences. A short install and set-up ensured the properties were ready for quick use.

AM General used the space for their own virtual meetings with prospects and customers alike and it was also used for internal virtual gatherings, presentations, and events.

AM General Branded Environment

For a rather small investment, and one-day installation, these re-purposed exhibit components enabled AM General stakeholders to stay connected with key clients and prospects while trade shows remained on pause. So far, AM General has been able to connect virtually with hundreds of customers through their own pop-up environment.