engaging trade show floor

Exhibitor Workshop: Rethink and Retool Your Show to Increase Revenue

Creating a Compelling Trade Show Floor and Exhibitor Experience that Connects

Exhibitors with Attendees

Melinda Kendall, Vice President, Immersa MarketingSunday, January 9, 2011

ObjectivesThe future of the exposition hall includes non-traditional floor plans which create multiple immersive areas.

A compelling trade show floor created opportunities to:• develop new unique selling propositions for interactive, theme-based show floors• launch a bold new expo plan that connects exhibits and attendees like never before•generate new exhibitor and sponsorship revenue

AgendaCreating opportunities to connect exhibitors and attendees

Show floor organizationDedicated exhibitor areasThemed display areasInteractive show floorBringing the conference to the show floorNavigationEngage against goalsEvent technologyOther sponsorship opportunities

Show Floor OrganizationProduct-category based floor plans

• Easy for attendees to navigate• The “Fashion District”

Zoned Trade Show FloorBooths grouped by product category

Zoned Trade Show Floor

• Advantages? • Disadvantages?

• Other Options?

Zoned Trade Show Floor

Partially zoned show floor

Two zones roughly defined

LinuxWorld NGDCMiddle Area

Big booths

Both technologies

By choice

Voluntary zoning by content

A

B

C

TheaterD

Town Square

New Product Showcase

Dedicated exhibitor areas• Individual areas dedicated to one theme or

product category• Pavilion of turn-key exhibits

– Pods or 10 x 10 booths– Low cost, low risk

• Strength in numbers• Great way to support:

– New product or exhibitor showcases– Introducing a new product category to the event

Dedicated Areas of Show Floor

Dedicated Areas of Show Floor• Product category pavilion• International pavilion

Dedicated Areas of Show Floor• Start-up City• New technology showcase

Dedicated Areas of Show FloorA dedicated area for book

publishers and authors

Dedicated Areas of Show Floor

Sponsor meeting rooms

Dedicated Areas of Show Floor

• Pros?• Cons?• Opportunities?• Examples?

Themed Display Areas

• Showcase products • In addition to regular booth

Multi-vendor

Themed Display Areas

Single-vendor

Themed Display Areas

Ideas?Examples?

Interactive Show FloorTown Square orAssociation Booth• Event Central• How do we transform it

into The Gathering Place?

Interactive Show FloorEvent Central• Wireless Lounge• Cyber Café• Association

Information• Show navigation• Show concierge

• Games• Plasmas

– Event highlights– Twitter feeds– Show TV

• TV studio• Blogging zone• Twitter

Interactive Show Floor

Town Square– Live Media events– Social Media activities– Centralized info booth

PCBC

Interactive Show FloorConnection Café at

Sweets and Snacks Expo• Live Twitter Feed

– New event programs– New product promotions– Show daily news link

Sponsored Laptops• Attendees tweet about new

product showcase• Update Facebook pages with

taste updates

Interactive Show Floor

Theme-based demo area

PCBC

Interactive Show FloorEvent-owned demo area

Interactive Show Floor

Presentation Theaters

Product Showcase

New Product Showcase at Sweets and Snacks Expo

New Product Showcase

Bring the Conference to the Show FloorMeet the experts

Bring the Conference to the Show FloorMeet the expertsConsulting sessions

Bring the Conference to the Show FloorPoster sessions

Bring the Conference to the Show Floor

• Lightning Talks• White Board

Discussions• Camp Ground/

Chalk Talk

Bring the Conference to the Show Floor

• Other Ideas?

Contests & Awards

• Product Excellence Awards

• Best of Show Awards

• Tournaments• Team Competitions

Games

• Engage• Teach• Demonstrate• Involve

Single-Player

Games

Multi-player

Engage with Navigation

Passport Programs

PriMed Internet Retailer

Engage with Navigation

Navigation technology

Engage with NavigationDocent Led Tours

Engage with NavigationHandouts with Buyers Guides and Tips

Engage with NavigationOther ideas?

Engagement Against Association Goals

WINDPOWER• Energize the 20,000 attendees for

grass-roots lobbying• Give attendees a voice• Demonstrate progress in energy

goals

Engagement Against Association Goals

WIND WORKS Campaign• Picture It! Photo Booth

Engagement Against Association Goals

WIND WORKS Campaign• Air Your Thoughts Flip

Video

Engagement Against Association Goals

WIND WORKS Campaign

• Google Map Mash-up

What are your association’s goals?

Influencing policyEducating membersBuilding communityNetworkingMotivating to action

Event TechnologyNavigation, engagement, networking• Mobile phone applications• Event planning tools for attendees

– Agenda Builder– Floor Plan/Exhibitor Directory

• Virtual events• Year-round communities

Mobile Phone Applications

Mobile Phone Applications• Agenda builder• Floor plan and Exhibitor directory• Push messaging• Session surveys• Polling• Links to social media

SMS Texting, Uploading photos

Mobile Phone Applications

Event Planning Tools

Event Planning Tools

Community Building

Additional Sponsorship Opportunities

AABB

Content Sponsorships• Video Presentations • Track Sponsorships

Content Sponsorships

NCA

Show Floor Sponsorships• Sponsored Aisle Signs • Sponsor Banners

Internet Retailer

Show Floor Sponsorships

NCA

Show Floor Sponsorships

NCA

Non-endemic Sponsorships

Plastic Surgery

Exhibitor Workshop: Rethink and Retool Your Show to Increase Revenue

Creating a Compelling Trade Show Floor and Exhibitor Experience that Connects

Exhibitors with Attendees

Melinda Kendall, Vice President, Immersa MarketingMelinda.Kendall@ImmersaMarketing.com