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Exhibitor Workshop: Top Trends
Transforming Your Trade Show Floor
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Presented by: Melinda Kendall
PCMA, June 20, 2011
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Objectives
The future of the exposition hall includes nontraditional floor plans that create multiple immersive areas.
A compelling trade show floor creates opportunities for:
• Interactive, theme-based show floors
• New expo plans that connect exhibitors and attendees
• Extending educational topics on the trade show floor
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Agenda
Creating opportunities to connect exhibitors and attendees
• Show floor organization
• Dedicated exhibitor areas
• Themed display areas
• Interactive show floor
• Bringing the conference to the show floor
• Navigation
• Engage with association goals
• Event technology
• Other sponsorship opportunities
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Show Floor Organization
Product-category-based floor plans
• Easy for attendees to navigate
• The “Fashion District”
• Shopping mall--anchor tenants and special vendors
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Zoned Trade Show Floor
Destination areas
• Featured products and
awards
• Media center and live
interviews
• Business suites and meeting
rooms
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Optometry’s Meeting
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Semi-Zoned Trade Show Floor
Some booths grouped by product category
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Zoned Trade Show Floor
Partially
zoned
show floor
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Two Zones Roughly Defined
LinuxWorld NGDC
Middle Area
Big booths
Both technologies
By choice
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Voluntary Zoning by Content
A
B
C
Theater
D
Town
Square
New Product
Showcase
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Zoned Trade Show Floor
Advantages?
Disadvantages?
Other Options?
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Dedicated Exhibitor Areas
Individual areas dedicated to one theme or product category
Pavilion of turnkey 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
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Dedicated Areas of Show Floor
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Dedicated Areas of Show Floor
Product category pavilion
International pavilion
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Dedicated Areas of Show Floor
Start-up city
New technology showcase
Publisher’s row
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Dedicated Areas of Show Floor
Pavilions
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Dedicated Areas of Show Floor
Sponsor meeting rooms
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The Avenue
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Dedicated Areas of Show Floor
Pros?
Cons?
Opportunities?
Examples?
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Themed Display Areas
Multivendor
Showcase products in addition
to regular booth
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Themed Display Areas
Single-vendor
Networking lounge
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Themed Display Areas
Ideas?
Examples?
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Interactive Show Floor
Town square or association
booth
Event central
How do we transform it into The
Gathering Place?
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Interactive Show Floor
Event central
Wireless lounge
Cyber café
Association information
Show navigation
Show concierge
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Interactive Show Floor
Event central
Games
Plasmas
Event highlights
Twitter feeds
Show TV
TV studio
Blogging zone
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Interactive Show Floor
Event central
Lobby area of registration
Pathway to exhibits
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Interactive Show Floor
Town square
Live media events
Social media activities
Centralized info booth
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Interactive Show Floor
Theme-based demo area
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Interactive Show Floor
Office pavilion
Classroom
Live demos
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Interactive Show Floor
Connection café
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
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Interactive Show Floor
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Interactive Show Floor
Event-owned demo area
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Interactive Show Floor
Activities
Photos
Why I am a …
Games
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New Product Showcase
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New Product Showcase
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Bring the Conference to the Show Floor
Presentation Theaters
Lightning talks
Demonstrations
Sponsored
New products
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Bring the Conference to the Show Floor
Meet the Experts
Table area on show floor
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Bring the Conference to the Show Floor
Meet the Experts
Consulting sessions
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Bring the Conference to the Show Floor
Meet the Experts
White board discussions
Campground/chalk talk
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Bring the Conference to the Show Floor
Poster sessions
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Bring the Conference to the Show Floor
Other ideas?
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Contests and Awards
Product excellence awards
Best of show awards
Tournaments
Team competitions
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Contests and Awards
Optometry Bowl
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Games
Engage
Teach
Demonstrate
Involve
Single-Player
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Games
Multiplayer
Engage
Teach
Demonstrate
Involve
Compete
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Engage With Navigation
Passport programs
PriMed Internet Retailer
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Engage With Navigation
Passport programs
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Engage With Navigation
Navigation technology
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Engage With Navigation
Docent-led tours
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Engage With Navigation
Handouts with buyers’ guides and tips
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Engage With Navigation
Other ideas?
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Engagement With Association Goals
WINDPOWER
Energize the 20,000 attendees for grass-roots lobbying
Give attendees a voice
Demonstrate progress in energy goals
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Engagement With Association Goals
WIND WORKS Campaign
Picture It! photo booth
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Engagement With Association Goals
WIND WORKS campaign
“Air Your Thoughts” flip video
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Engagement With Association Goals
WIND WORKS campaign
Google map mash-up
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What Are Your Association’s Goals?
Influencing policy
Educating members
Building community
Networking
Motivating to action
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Event Technology
Navigation, engagement, networking
Event planning tools for attendees
Agenda builder
Floor plan/exhibitor directory
Mobile phone applications
Virtual events
Year-round communities
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Event Planning Tools
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Event Planning Tools
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Mobile Phone Applications
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Mobile Phone Applications
Agenda builder
Floor plan and exhibitor directory
Push messaging
Session surveys
Polling
Links to social media
SMS texting, uploading
photos
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Mobile Phone Applications
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Additional Sponsorship Opportunities
AABB
Video wall
Sponsor ads
Event content
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Booth Interaction Videos
For digital
signage
For event
website
For exhibitor use
Powered by:
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Content Sponsorships
Keynote sponsorship
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Show Floor Sponsorships
Sponsored aisle signs
Sponsor banners
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Show Floor Sponsorships
Sponsored benches
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Show Floor Sponsorships
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Nonendemic Sponsorships
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Summary
A compelling trade show floor creates opportunities to:
Develop new unique selling propositions for interactive, theme-based show floors
Launch a bold new expo plan that connects exhibitors and attendees
Create opportunities to extend education on the trade show floor