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Session from PCMA 2010. Great examples and ideas for creating more interesting and dynamic trade show floor experiences.
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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
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 [email protected]
