The document discusses how trade show exhibitors can make their booths more fascinating to attract and engage attendees. It suggests appealing to human nature through discovery and emotional experiences. Exhibitors should listen to their community to understand what fascinates them and design experiences accordingly. Combining demonstrations, events, social media, and education in new hybrid formats can mix things up and inspire loyalty. Fascination demands attention and leads to trust, which benefits the exhibitor's bottom line. The goal is to continually discover new ways of engaging audiences rather than relying on the same old show.

2. Is the Exhibit Floor
Fascinating?
Dana Freker Doody
VP, Corporate Communications
The Expo Group
Copyright 2012 THEEXPOGROUP
@theexpogroup #expoexpo

3. What is fascinating?
“Fascination is an intense
emotional focus.
When customers are
fascinated by you and your
message, they’re more
likely to trust, believe,
and respect you.”

4. What does your community
find fascinating?
Appeal to basic
human nature. It starts with
discovery.
It’s emotional.

5. “You CAN move your
audience. Experiences
create emotional
connection.”
Joe English, Intel Corp.
Creative Director-Experiential Marketing
“What can we do to mix it up?”

6. How do you discover what your
community finds fascinating?
•Listen
•Read
•Watch
•Study
@theexpogroup #expoexpo

7. Why be fascinating?
•Demands are high.
•People want to be
entertained.
•Cult brands have raised
society’s expectations for
experiences.
•Inspire loyalty and repeat
customers.
•Retain & attract attendees.

8. How can you make your
trade show box fascinating?
Exhibitor Equipment/Material Handling Packages
Demonstrations and Showdowns
Social Media and Flash Mobs
Building and Training Events
Hybrid Events, Streaming and Education

9. “As soon as you are
producing the same old
show you are in decline.”

10. “Boulevards to discovery”

11. What could be combined into
a town hall on the floor?
Demonstrations and Showdowns
Building and Training Events

12. Can you engage the senses?
Get Hands-on:
Show and Tell
Product Showcases
and
Exhibitor Equipment

13. How can you bring the outside
in, and take the inside out?
Hybrid Events, Streaming and Education

14. Remember
Listen and Ask for ideas.
Let meaningful engagement drive design.
Bring in programs to support loyalty, strategy.
@theexpogroup #expoexpo

15. What do you find fascinating?
Fascination leads to trust. Trust leads to your bottom line.

16. Dana Freker Doody
is on Twitter @theexpogroup
Email ddoody@theexpogroup.com
Copyright 2012 THEEXPOGROUP