Configuring Your Trade Show Floor for Optimal Results

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How you design your Expo floor has a big impact on the success of your event and your industry. Learn about zones, partial zones, avenues, content-centric floors, event hubs, and more--and learn what elements, areas, and destinations can help increase engagement and improve your event.

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  • How you design your Expo floor has a big impact on the success of your event and your industry.
  • 2014 United Fresh–McCormick Place South
    Co-located with Food Marketing Institute.
    Zones: Fresh Marketplace (for produce companies that sell to retail food operators) and Fresh Technology (for those that sell equipment and services to produce buyers)
    United Fresh creates zones on its Expo floor to create destination areas to help making buying easier for attendeesompanies.
    Within the Fresh Marketplace, they have a floral pavilion.
    Business Suites zone–where vendors and operators purchase “offices” to facilitate business
    They also have a midwest local buying area–because that region is uniquely challenged to be able to buy local
    2 new product awards:
    1 a competition–anyone can submit–this is located in membership booth.
    Featured product Showcase–paid for (extra) by exhibitors–located by entrance to floor
  • Meet the Trialist
    Research & Discovery Zone
    Clinical Resources Center
  • Meet the Trialist
    Research & Discovery Zone
    Office Technology Zone
    Publisher’s Showcase
    Hands-on Learning Labs
    Healthy Lifestyles Showcase
  • Sweets & Snacks 2011
  • The aisle was larger than other aisles and took you into and out of General Session.
  • How did they do it? They recreated show floor.
    Entrance doors are at bottom–beautiful avenue–2/3 of the way back.
    Left is a ballroom–keynote speeches–anchored on both sides with major content retail store.
    Food
    Content
    Big booths–anchored on the aisle
  • Use content to create self-selecting category areas.
    HIMMS
  • Federal Health IT Pavilion
    Clinical & Business Analytics Knowledge Center
    Health Patient Learning Center
    Intelligent Hospital
    Interoperability Showcase
  • How you design your Expo floor has a big impact on the success of your event and your industry.
  • Fish farm pavilion set up.
  • Encourage ancillary products/partners--medical publishers at medical show.
    AMM music merchants--row in lobby for consultants in field.
  • Rules determine who is eligible.
  • HIMSS--if has content--bring back other two photos.
  • On left–Indian–prize for merchandising award–submission display
  • CAD–floor plan–global pet Expo
    Additional paid exposure for exhibitors
  • (Alliance Tech)
  • In 2010, PCBC launched a bold new floor plan that brought exhibitors and attendees together like never before.
    A tree-lined boulevard drew attendees to a new Town Square that bustled with engagement activities designed to enhance the experience of attendees and exhibitors.
    The Town Hall served as a central hub for daily show schedules for exhibit floor education and activities, as a staging area to watch live media events, for participation in social media activities, and for simply meeting colleagues—and prospects—for coffee.
  • Melinda had example of games
    adtech ping pong ball lounge
  • Configuring Your Trade Show Floor for Optimal Results

    1. 1. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. . Creating a Compelling Expo Floor
    2. 2. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Expo Floor Is Where Your Industry Meets Vendors, attendees, and partners all come together on the Expo floor. It’s where the health of an industry flourishes, where innovations are unveiled, and where leading-edge practitioners and buyers determine the next hottest trends. It’s where you help your industry move the needle.
    3. 3. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Contents Section 1: Creative Expo Floor Plans Section 2: Floor Areas, Elements, and Destinations
    4. 4. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Ideal Expo Floor Design Increases traffic to the Expo Encourages attendees to spend more time on the Expo floor Enhances flow so every booth becomes a high-traffic area Simplifies finding exhibitors Allows emerging companies to get noticed
    5. 5. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Zoned Floor What it’s Good for: “Automotive mall” psychology. Vendors know these attendees are buyers, and attendees can effectively comparison shop. Enables attendees to better organize their Expo floor visits and find products faster. Vendors can effectively compete within specific product categories, for additional booth revenue. Levels the playing field so that giant multiproduct vendors do not dominate the floor. Lets small, boutique vendors be seen. When to Use it: When all vendors fit within one of the designated zones. When you have a lot of smaller, product-centric vendors that typically get lost on the floor. When different attendees are responsible for buying different productshelps guide the right buyers to the right vendors.
    6. 6. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. AOA Optometry’s Meeting Using content as an anchor and a lure: Every zone had a discovery/product theatre located in the corner to help attract attendees/provide a reason to walk through the zone.
    7. 7. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Discovery Theatre
    8. 8. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. United Fresh Zoned Floor United Fresh creates zones on its Expo floor to help make buying easier for attendees. Fresh Marketplacefor produce companies Fresh Technologyfor equipment and services Floral Pavilionwithin the Fresh Marketplace Midwest Product Pavilionshowcasing local vendors for this uniquely challenged region Business Suiteswhere vendors and operators purchase “offices” to facilitate business
    9. 9. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. United Fresh Zoned Floor
    10. 10. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Partially Zoned Floor What it’s Good for: Helps guide attendees to see the products they are looking for. Helps a category stand out by drawing attention to it. Showcasing innovative products and emerging companies. Helping the smaller companies get noticed. Introduces a new category to your show. When to Use it: You have a lot of booths and need to help attendees find what they are looking for. You have specific booths that could get lost on the show floor if not grouped together. You have a lot of start-up/emerging companies that couldn’t otherwise afford to be at your show and could benefit from the extra emphasis of grouping
    11. 11. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. World of Concrete To help attendees navigate three convention center halls plus the outdoor Expo area, World of Concrete uses a partially zoned floor plan. Zones include: Concrete Surfaces & Decorative Concrete Repair & Demolition World of Masonry Technology for Construction Pavilion Vehicles/Cement Trucks
    12. 12. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. World of Concrete World of Masonry World of Concrete General North Hall: Concrete Surfaces & Decorative South Hall: Concrete Repair & Demolition
    13. 13. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Heart Association To help attendees better navigate the floor, the American Heart Association uses a partially zoned floor plan and uses floor decals to help attendees identify the zones. Zones include: Meet the Trialist Research & Discovery Office Technology Publisher’s Showcase Hands-On Learning Labs Healthy Lifestyles Showcase
    14. 14. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Heart Association Office Technology Zone Publisher’s Showcase Healthy Lifestyles Showcase Hands-On Learning Labs Research Discovery Zone Meet The Trialist
    15. 15. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. NCA’s Sweets & Snacks created a zone for gourmet food vendors and a zone for retail solutions vendors NCA’s Sweets & Snacks
    16. 16. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 16
    17. 17. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Avenue What it’s Good for: Reverse-engineering the Expo floor so smaller companies can have exposure at the entrance of the Expo hall. Create better attendee flow, knowing attendees will walk to see industry leaders. Increase revenue from mid-tier vendors that want to be near the entrance. When to Use it: Large exhibitors overshadow smaller ones. Traffic doesn’t easily flow throughout the floor.
    18. 18. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Avenue: American Institute of Architects Goal: Facilitate traffic throughout the floor. Entrance doors open up to smaller booths. The big anchor booths are located 2/3 of the way back on the Avenue. The aisle is larger than other aisles and leads attendees into and out of the General Sessions. All main attractions are located on the Avenue: food, retail store, etc.
    19. 19. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Avenue: American Institute of Architects The AvenueAIA Town Hall Internet Lounge Innovation Gallery Bookstore & Sazerac Bar CaféTheatre
    20. 20. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Content-Centric Floor What it’s Good for: Create reasons for attendees to visit the Expo floor more often and stay longer. Enhance traffic flow throughout the floor via distributed content area layout. Create more education of different formats for attendees. Create additional exhibiting/sponsor opportunities with related content. When to Use it: Content on the Expo floor is always a good lure for attendees, as long as the content is of high value and relevant.
    21. 21. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. HIMSS HIMSS features several content areas throughout the floor to: • Help with traffic flow • Increase time spent on the floor • Encourage attendee engagement • Create additional exhibiting opportunities with content- related kiosks Intelligent Hospital–for technologies that are helping patient care from the doctor’s office to the hospital to the home. Interoperability Showcase–for technologies related to capturing, accessing, and sharing patient medical records. Connected Patient Learning Gallery–new content program for 2014. Knowledge Centers (2)–Clinical & Business Analytics and Mobile Health. Theatres with exhibitor kiosks. Federal Health IT Pavilion–theater with exhibitor Kiosks.
    22. 22. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. HIMSS Federal Health IT Pavilion Connected Patient Learning Gallery Clinical & Business Analytics Knowledge Center Intelligent Hospital Interoperability Showcase Mobile Health Knowledge Center
    23. 23. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Expo Floor as Event Hub What it’s Good for: Increase traffic on the Expo floor. Increase time spent on the Expo floor. Attendee networking. Attendee engagement with association/organization. When to Use it: Whenever you have the space on the Expo floor.
    24. 24. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Academy of Ophthalmology Technology Pavilion Goal: Create a hub for the event to increase traffic and time spent on the Expo floor, and enhance flow using areas for networking, engagement, and education. Areas on Expo floor included: Pre-event education workshops with related exhibits around refractive and retina education Breakfast with experts Scientific posters sessions AAO Booth/Resource Center promoting products they sell AAO Museum of Vision with archived products on display Rest Stops (wireless lounges with massage stations) Learning Center where various presenters speak Technology Pavilion highlighting how doctors can use technology to make their office and practice more efficient Electronic Office for products that help ophthalmologists have a paperless office Bistro where exhibitors can reserve tables for lunch meetings with attendees without leaving the facility
    25. 25. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Academy of Ophthalmology
    26. 26. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. The Ideal Expo Floor Elements, Areas, and Destinations Increase engagement so attendees spend more time on the Expo floor. Provide educational opportunities. Provide a way for your organization to really connect with attendees, and even sell products and services. Allow more emerging companies to participate cost-effectively. Emphasize that your event is the place where your community and industry need to be.
    27. 27. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Pavilions What They’re Good for: Showcasing innovative products and emerging companies. Providing emerging and international companies with affordable options to be at your show. Helping the smaller companies get noticed. Helping guide attendees to see different products. Helping a category stand out. Introducing a new category to your show. When to Use Them: When you have specific booths that could get lost on the show floor if not grouped together. When you have a lot of start-up/emerging companies that couldn’t otherwise afford to be at your show.
    28. 28. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Product Category Pavilions
    29. 29. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Fish Farm Pavilion at Global Pet Expo Created area for fish farms to exhibit Created lounge nearby to leverage view and attract attendees
    30. 30. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Emerging Technologies Designated area for self-selecting companies with new technologies emerging in the field. Participants complete a questionnaire that’s reviewed by a physician committee for approval. No additional cost to participate in the Emerging Technologies Area. Qualifications: Early stages of the product development or product approval process Exhibit presence: no larger than 400 square feet
    31. 31. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. International Pavilion If you have a lot of exhibitors from specific countries, then create specific country pavilions (German Pavilion, Italian Pavilion, etc.) and have them located near each other.
    32. 32. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Ancillary Product Pavilions Practice Solutions Pavilions are perfect for office- related products (accounting software, office tools, etc.)
    33. 33. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. 33 Partner/Industry Pavilions Create a zone to help encourage ancillary products/partners (publishers, alliances, etc.) to participate.
    34. 34. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Turn-Key Exhibitor Pavilions What They’re Good for: Helping exhibitors with preset, low-cost, low-risk packages Helping sell more exhibitors in a category–typically 10x10, known budget Introducing a new category to your show When to Use Them: When you have exhibitors with limited resources When you have new/start-up companies that need a way in to the market To support your partners, publishers, and affiliates To attract international exhibitors with a cost-effective option
    35. 35. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Turn-Key Pavilions Uniform look and feel Company sign built in Easy for a technology exhibitor to “plug ‘n play”
    36. 36. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ad:tech Mobile Marketing Zone: Turn-Key Pavilion Uniform look and feel Banner calls attention Neustar gets sponsor inclusion Carpet color helps create “section” Turn-key offering
    37. 37. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Innovation/New Product Pavilions Also called: Innovation Alley Start-Up Showcase Start-Up City What’s New Pavilion Innovation Spotlight
    38. 38. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Emerging Technologies Pavilions
    39. 39. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Merchandise Display Areas What They’re Good for: Showcasing innovation, best of breed, and new concepts Enabling exhibitors to have an added presence at the show Providing additional revenue opportunities When to Use Them: When products can be touched, sampled, demonstrated, and put on display
    40. 40. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Merchandise Display Areas–Multi-Vendor Showcase product in addition to regular booth. Perfect for a competition. Put submissions on display and have attendees vote.
    41. 41. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Merchandise Display Areas–Single-Vendor GreenBuild’s vendors’ merchandise makes for great lounges.
    42. 42. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. New Product Showcase What it’s Good for: Added exposure for industry innovation Creates traffic for off-the-beaten track or hidden areas Provides a reason for attendees to spend more time on Expo floor May provide additional lead generation for vendors if using scanning technology Additional revenue opportunity from vendors When to Use it: When products are of a relatively small size (or photos/videos can be used) and there are ample new products to introduce
    43. 43. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. International Carwash Show Designated area outside Expo hall Pre-fab display cases One vendor per case Scanner for self-provided leads Open to exhibitors with new products for additional fee
    44. 44. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Global Pet Expo Designated area in back right corner of floor. Huge traffic driver. Attendees vote for best new product for dogs, for cats, for fish, overall, etc. Open to exhibitors with new products for additional fee.
    45. 45. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. High-Touch Version: Sweets and Snacks Expo Person manning area scans attendee’s badge and assigns a scanner. Attendee browses the new products and scans the bar codes of those of interest. Attendee is handed a printout of the selected products with booth numbers, location on Expo floor, and vendor contact information. Selected vendors also receive the attendee’s information as a lead.
    46. 46. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Gathering Places What They’re Good for: Creates a destination on the Expo floor for attendees to network and learn, and creates a sense of community Drives traffic to Expo floor Extends time spent on Expo floor Gives first-timers a place to go Can provide additional sponsorship opportunities When to Use Them: Always
    47. 47. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
    48. 48. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ASTD Attendee Lounge: “One World United”
    49. 49. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. They took a section of hall not being used and created a place to congregate. Sponsor offset costs and got extra signage. Standard convention center food and drinks available for purchase. Pet Expo: Sponsored, No-Host Coffee Shop Lounge
    50. 50. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Central In 2010, PCBC launched a bold new floor plan that brought exhibitors and attendees together like never before. A tree-lined boulevard drew attendees to a new Town Square that bustled with engagement activities designed to enhance the experience of attendees and exhibitors. The Town Hall served as a central hub for daily show schedules, for exhibit floor education and activities, as a staging area to watch live media events, for participation in social media activities, and for simply meeting colleagues—and prospects—for coffee.
    51. 51. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Central What to Call it: Event Central Town Square Association HQ Community Center Event Hub/The Hub
    52. 52. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Event Central 52 What to Include: Wireless lounge/cyber café Association information Show concierge Navigation Information booth/center
    53. 53. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. What to Include: Social media activities Blogging zone Twitter feeds Live media events Show TV Plasmas with event highlights Games Event Central
    54. 54. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ATA Central at American Telemedicine Association Offered professional-quality headshots to attendees for use on social media websites. Drew attendees to ATA Central, while helping the industry have a more professional presence.
    55. 55. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ASHP Lounge With Wii
    56. 56. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. American Academy of Ophthalmology Resource Center Association booth set up to promote products for sale. Videos for sale playing in Resource Center Clinical education product display Patient education products Foundation information
    57. 57. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. GeoSpatial International Association booth with an information desk, a display case for an award, a literature rack, plasma screens, and lounge areas.
    58. 58. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. ad:tech OpenX Open Ping pong tournament Gamification + networking Set up in a café lounge Sponsored
    59. 59. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. A Compelling Expo Floor Develop new, unique selling propositions for interactive, theme-based Expo floors. Launch a bold new Expo plan that connects exhibitors and attendees. RESULT: More attendees spending more time in the Expo hall.
    60. 60. © Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential. Creating a Compelling Expo Floor

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