Top Trends Transforming Your Trade Show Floor

© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.

.

Exhibitor Workshop: Top Trends

Transforming Your Trade Show Floor


Presented by: Melinda Kendall

PCMA, June 20, 2011


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


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


Show Floor Organization

Product-category-based floor plans

• Easy for attendees to navigate

• The “Fashion District”

• Shopping mall--anchor tenants and special vendors


Zoned Trade Show Floor

Destination areas

• Featured products and

awards

• Media center and live

interviews

• Business suites and meeting

rooms



Optometry’s Meeting


Semi-Zoned Trade Show Floor

Some booths grouped by product category



Partially

zoned

show floor



Two Zones Roughly Defined

LinuxWorld NGDC

Middle Area

Big booths

Both technologies

By choice


Voluntary Zoning by Content

A

B

C

Theater

D

Town

Square

New Product

Showcase



Advantages?

Disadvantages?

Other Options?


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


Dedicated Areas of Show Floor



Product category pavilion

International pavilion



Start-up city

New technology showcase

Publisher’s row



Pavilions



Sponsor meeting rooms


The Avenue



Pros?

Cons?

Opportunities?

Examples?


Themed Display Areas

Multivendor

Showcase products in addition

to regular booth



Single-vendor

Networking lounge



Ideas?

Examples?


Interactive Show Floor

Town square or association

booth

Event central

How do we transform it into The

Gathering Place?



Event central

Wireless lounge

Cyber café

Association information

Show navigation

Show concierge



Event central

Games

Plasmas

Event highlights

Twitter feeds

Show TV

TV studio

Blogging zone

Twitter



Event central

Lobby area of registration

Pathway to exhibits



Town square

Live media events

Social media activities

Centralized info booth



Theme-based demo area



Office pavilion

Classroom

Live demos



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





Event-owned demo area



Activities

Photos

Why I am a …

Games


New Product Showcase


New Product Showcase


Bring the Conference to the Show Floor

Presentation Theaters

Lightning talks

Demonstrations

Sponsored

New products



Meet the Experts

Table area on show floor



Meet the Experts

Consulting sessions



Meet the Experts

White board discussions

Campground/chalk talk



Poster sessions



Other ideas?


Contests and Awards

Product excellence awards

Best of show awards

Tournaments

Team competitions


Contests and Awards

Optometry Bowl


Games

Engage

Teach

Demonstrate

Involve

Single-Player


Games

Multiplayer

Engage

Teach

Demonstrate

Involve

Compete


Engage With Navigation

Passport programs

PriMed Internet Retailer



Passport programs



Navigation technology



Docent-led tours



Handouts with buyers’ guides and tips



Other ideas?


Engagement With Association Goals

WINDPOWER

Energize the 20,000 attendees for grass-roots lobbying

Give attendees a voice

Demonstrate progress in energy goals



WIND WORKS Campaign

Picture It! photo booth



WIND WORKS campaign

“Air Your Thoughts” flip video



WIND WORKS campaign

Google map mash-up


What Are Your Association’s Goals?

Influencing policy

Educating members

Building community

Networking

Motivating to action


Event Technology

Navigation, engagement, networking

Event planning tools for attendees

Agenda builder

Floor plan/exhibitor directory

Mobile phone applications

Virtual events

Year-round communities


Event Planning Tools


Event Planning Tools


Mobile Phone Applications



Agenda builder

Floor plan and exhibitor directory

Push messaging

Session surveys

Polling

Links to social media

SMS texting, uploading

photos




Additional Sponsorship Opportunities

AABB

Video wall

Sponsor ads

Event content


Booth Interaction Videos

For digital

signage

For event

website

For exhibitor use

Powered by:


Content Sponsorships

Keynote sponsorship


Show Floor Sponsorships

Sponsored aisle signs

Sponsor banners



Sponsored benches




Nonendemic Sponsorships


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

Date post:	08-Jul-2015
Category:	Marketing
Upload:	freeman
View:	142 times
Download:	1 times

Top Trends Transforming Your Trade Show Floor

Marketing