Download - Engaging Trade Show Floor
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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
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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
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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
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Show Floor OrganizationProduct-category based floor plans
• Easy for attendees to navigate• The “Fashion District”
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Zoned Trade Show FloorBooths grouped by product category
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Zoned Trade Show Floor
• Advantages? • Disadvantages?
• Other Options?
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Zoned Trade Show Floor
Partially zoned show floor
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Two zones roughly defined
LinuxWorld NGDCMiddle Area
Big booths
Both technologies
By choice
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Voluntary zoning by content
A
B
C
TheaterD
Town Square
New Product Showcase
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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
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Dedicated Areas of Show Floor
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Dedicated Areas of Show Floor• Product category pavilion• International pavilion
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Dedicated Areas of Show Floor• Start-up City• New technology showcase
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Dedicated Areas of Show FloorA dedicated area for book
publishers and authors
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Dedicated Areas of Show Floor
Sponsor meeting rooms
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Dedicated Areas of Show Floor
• Pros?• Cons?• Opportunities?• Examples?
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Themed Display Areas
• Showcase products • In addition to regular booth
Multi-vendor
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Themed Display Areas
Single-vendor
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Themed Display Areas
Ideas?Examples?
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Interactive Show FloorTown Square orAssociation Booth• Event Central• How do we transform it
into The Gathering Place?
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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
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Interactive Show Floor
Town Square– Live Media events– Social Media activities– Centralized info booth
PCBC
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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
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Interactive Show Floor
Theme-based demo area
PCBC
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Interactive Show FloorEvent-owned demo area
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Interactive Show Floor
Presentation Theaters
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Product Showcase
New Product Showcase at Sweets and Snacks Expo
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New Product Showcase
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Bring the Conference to the Show FloorMeet the experts
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Bring the Conference to the Show FloorMeet the expertsConsulting sessions
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Bring the Conference to the Show FloorPoster sessions
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Bring the Conference to the Show Floor
• Lightning Talks• White Board
Discussions• Camp Ground/
Chalk Talk
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Bring the Conference to the Show Floor
• Other Ideas?
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Contests & Awards
• Product Excellence Awards
• Best of Show Awards
• Tournaments• Team Competitions
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Games
• Engage• Teach• Demonstrate• Involve
Single-Player
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Games
Multi-player
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Engage with Navigation
Passport Programs
PriMed Internet Retailer
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Engage with Navigation
Navigation technology
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Engage with NavigationDocent Led Tours
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Engage with NavigationHandouts with Buyers Guides and Tips
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Engage with NavigationOther ideas?
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Engagement Against Association Goals
WINDPOWER• Energize the 20,000 attendees for
grass-roots lobbying• Give attendees a voice• Demonstrate progress in energy
goals
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Engagement Against Association Goals
WIND WORKS Campaign• Picture It! Photo Booth
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Engagement Against Association Goals
WIND WORKS Campaign• Air Your Thoughts Flip
Video
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Engagement Against Association Goals
WIND WORKS Campaign
• Google Map Mash-up
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What are your association’s goals?
Influencing policyEducating membersBuilding communityNetworkingMotivating to action
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Event TechnologyNavigation, engagement, networking• Mobile phone applications• Event planning tools for attendees
– Agenda Builder– Floor Plan/Exhibitor Directory
• Virtual events• Year-round communities
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Mobile Phone Applications
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Mobile Phone Applications• Agenda builder• Floor plan and Exhibitor directory• Push messaging• Session surveys• Polling• Links to social media
SMS Texting, Uploading photos
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Mobile Phone Applications
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Event Planning Tools
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Event Planning Tools
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Community Building
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Additional Sponsorship Opportunities
AABB
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Content Sponsorships• Video Presentations • Track Sponsorships
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Content Sponsorships
NCA
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Show Floor Sponsorships• Sponsored Aisle Signs • Sponsor Banners
Internet Retailer
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Show Floor Sponsorships
NCA
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Show Floor Sponsorships
NCA
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Non-endemic Sponsorships
Plastic Surgery
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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 [email protected]