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
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
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
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 definedLinuxWorld NGDC Middle Area Big booths Both technologies By choice
Voluntary zoning by content New Product ShowcaseA C Town SquareB Theater D
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
Interactive Show FloorTown Square orAssociation Booth• Event Central• How do we transform it into The Gathering Place?
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
Interactive Show FloorTown 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 FloorTheme-based demo area PCBC
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