Engaging Trade Show Floor

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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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Engaging Trade Show Floor

  1. 1. Exhibitor Workshop: Rethink and Retool Your Show to Increase RevenueCreating a Compelling Trade Show Floorand Exhibitor Experience that Connects Exhibitors with Attendees Melinda Kendall, Vice President, Immersa Marketing Sunday, January 9, 2011
  2. 2. ObjectivesThe future of the exposition hall includes non-traditional floor plans which create multipleimmersive 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 andattendees like never before•generate new exhibitor and sponsorship revenue
  3. 3. AgendaCreating opportunities to connect exhibitorsand attendees Show floor organization Dedicated exhibitor areas Themed display areas Interactive show floor Bringing the conference to the show floor Navigation Engage against goals Event technology Other sponsorship opportunities
  4. 4. Show Floor OrganizationProduct-category based floor plans• Easy for attendees to navigate• The “Fashion District”
  5. 5. Zoned Trade Show FloorBooths grouped by product category
  6. 6. Zoned Trade Show Floor• Advantages?• Disadvantages?• Other Options?
  7. 7. Zoned Trade Show Floor Partially zoned show floor
  8. 8. Two zones roughly definedLinuxWorld NGDC Middle Area Big booths Both technologies By choice
  9. 9. Voluntary zoning by content New Product ShowcaseA C Town SquareB Theater D
  10. 10. 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
  11. 11. Dedicated Areas of Show Floor
  12. 12. Dedicated Areas of Show Floor• Product category pavilion• International pavilion
  13. 13. Dedicated Areas of Show Floor• Start-up City• New technology showcase
  14. 14. Dedicated Areas of Show FloorA dedicated area for book publishers and authors
  15. 15. Dedicated Areas of Show Floor Sponsor meeting rooms
  16. 16. Dedicated Areas of Show Floor• Pros?• Cons?• Opportunities?• Examples?
  17. 17. Themed Display Areas• Showcase products• In addition to regular booth Multi-vendor
  18. 18. Themed Display AreasSingle-vendor
  19. 19. Themed Display AreasIdeas?Examples?
  20. 20. Interactive Show FloorTown Square orAssociation Booth• Event Central• How do we transform it into The Gathering Place?
  21. 21. Interactive Show FloorEvent Central• Wireless Lounge • Games• Cyber Café • Plasmas – Event highlights• Association – Twitter feeds Information – Show TV• Show navigation • TV studio• Show concierge • Blogging zone • Twitter
  22. 22. Interactive Show FloorTown Square – Live Media events – Social Media activities – Centralized info booth PCBC
  23. 23. 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
  24. 24. Interactive Show FloorTheme-based demo area PCBC
  25. 25. Interactive Show FloorEvent-owned demo area
  26. 26. Interactive Show FloorPresentation Theaters
  27. 27. Product ShowcaseNew Product Showcase at Sweets and Snacks Expo
  28. 28. New Product Showcase
  29. 29. Bring the Conference to the Show FloorMeet the experts
  30. 30. Bring the Conference to the Show FloorMeet the expertsConsulting sessions
  31. 31. Bring the Conference to the Show FloorPoster sessions
  32. 32. Bring the Conference to the Show Floor• Lightning Talks• White Board Discussions• Camp Ground/ Chalk Talk
  33. 33. Bring the Conference to the Show Floor• Other Ideas?
  34. 34. Contests & Awards• Product Excellence Awards• Best of Show Awards• Tournaments• Team Competitions
  35. 35. Games• Engage• Teach• Demonstrate• Involve Single-Player
  36. 36. GamesMulti-player
  37. 37. Engage with NavigationPassport Programs PriMed Internet Retailer
  38. 38. Engage with NavigationNavigation technology
  39. 39. Engage with NavigationDocent Led Tours
  40. 40. Engage with NavigationHandouts with Buyers Guides and Tips
  41. 41. Engage with NavigationOther ideas?
  42. 42. Engagement Against Association GoalsWINDPOWER• Energize the 20,000 attendees for grass-roots lobbying• Give attendees a voice• Demonstrate progress in energy goals
  43. 43. Engagement Against Association GoalsWIND WORKS Campaign• Picture It! Photo Booth
  44. 44. Engagement Against Association GoalsWIND WORKS Campaign• Air Your Thoughts Flip Video
  45. 45. Engagement Against Association GoalsWIND WORKS Campaign• Google Map Mash-up
  46. 46. What are your association’s goals?Influencing policyEducating membersBuilding communityNetworkingMotivating to action
  47. 47. Event TechnologyNavigation, engagement, networking• Mobile phone applications• Event planning tools for attendees – Agenda Builder – Floor Plan/Exhibitor Directory• Virtual events• Year-round communities
  48. 48. Mobile Phone Applications
  49. 49. Mobile Phone Applications• Agenda builder• Floor plan and Exhibitor directory• Push messaging• Session surveys• Polling• Links to social mediaSMS Texting, Uploading photos
  50. 50. Mobile Phone Applications
  51. 51. Event Planning Tools
  52. 52. Event Planning Tools
  53. 53. Community Building
  54. 54. Additional Sponsorship Opportunities AABB
  55. 55. Content Sponsorships• Video Presentations• Track Sponsorships
  56. 56. Content Sponsorships NCA
  57. 57. Show Floor Sponsorships• Sponsored Aisle Signs• Sponsor Banners Internet Retailer
  58. 58. Show Floor Sponsorships NCA
  59. 59. Show Floor Sponsorships NCA
  60. 60. Non-endemic SponsorshipsPlastic Surgery
  61. 61. Exhibitor Workshop: Rethink and Retool Your Show to Increase RevenueCreating a Compelling Trade Show Floorand Exhibitor Experience that Connects Exhibitors with Attendees Melinda Kendall, Vice President, Immersa Marketing Melinda.Kendall@ImmersaMarketing.com

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