Picture this. You enter the exhibition hall. You look left and then you look right. There are rows upon rows of exhibitors with demonstrations, giveaways, and salespeople...and they are all vying for your attention.
Finally, you see it. Something different. This booth has a crowd of people around it. The audience is smiling, laughing and having a good time. THERE: you found the exact place you want to stop. You might even stay awhile.