top trends transforming your trade show floor

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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

Twitter

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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