Best Practices in Show Floor Engagement
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best practices in show floor engagement
Transcript of Best Practices in Show Floor Engagement
best
practices
in show floor
engagement
the show floor
where your industry meets
Surprises and delights
Reduces the noise
Personalizes the experience
Directs traffic flow
Delivers on objectives
the innovative floor design
Boosts traffic
Increases dwell time
Simplifies wayfinding
Highlights emergent companies
Highlights specific categories
Fills space
the innovative floor design
downsides
Anything but a grid reduces saleable space
Extra space might be required
Carpet and electrical costs might increase
Some exhibitors might push back
formats
central hub
pavilions
partially zoned
product zones
content on the floor
customer journey
special spaces
format
town square
broadcast and social media center
game zone
demo area
lounge and cyber café
concierge desk
central hub
create a destination and sense of
community
drive traffic to the floor
increase dwell time
give first-timers a destination
increase sponsorship opportunities
why central hub?
central hub
Direct Marketing Association
October 4-6, 2015, Boston Convention & Exhibition Center
Autodesk
December 2-4, 2014, Mandalay Bay
formatpavilions
pavilions
product category
affiliated products
products in use
start-ups
small companies
why pavilions?
introduce/highlight a category
steer attendees to unusual products
highlight innovations
highlight emergent companies
offer small companies an affordable
exhibiting option
product category
affiliated products
products in use
start-ups
small companies
partially zonedformat
why partially zoned?
steer attendees to products they seek
help a category stand out
feature innovative products and
emergent companies
introduce a new category
Office
Technology
Zone
Publisher’s
Showcase
Healthy
Lifestyles
Showcase
Hands-on
Learning
Labs
Research
Discovery
Zone
Meet The
Trialist
American Heart Association
November 16-18, 2014, McCormick Place
November, 16-18, 2014, McCormick Place
National Confectioners Association
May 19-21, 2015, McCormick Place
World of Masonry
World of Concrete General
Concrete Surfaces & Decorative
Concrete Repair & Demolition
World of Concrete
February 3-6, 2015, Las Vegas Convention Center
product zones format
why product zones?
enable attendees to speed/comparison shop
help exhibitors qualify leads faster and
compete more effectively
level the playing field
American Optometric Association
June 15-19, 2011, Salt Palace Convention Center
Security Audio Unified Communications & Collaboration Digital Signage Lighting & Staging Drones
InfoComm
June 17-19, 2015, Orange County Convention Center
InfoComm
June 17-19, 2015, Orange County Convention Center
United Fresh
October 10-13, 2014, McCormick Place
content on
the floorformat
increase traffic and dwell time
improve traffic flow
offer attendees a greater variety of
educational opportunities
offer exhibitors more sponsorship
opportunities
why content on the floor?
HIMSS
April 12-16, 2015, McCormick Place
American Academy of Ophthalmology
November 16-19, 2013, Ernest N. Morial Convention Center
American Society for Aesthetic Plastic Surgery
April 2-7, 2016, Mandalay Bay
customer
journeyformat
guide traffic flow
create sight-lines to key areas
increase exhibit sales revenue
from mid-market exhibitors
level the playing field
tell a story
why customer journey?
Ace Hardware
September 17-19, 2014, Orange County Convention Center
Wyndham Hotel Group
September 9-13, 2013, Mandalay Bay
American Institute of Architects
May 12-14, 2011, Ernest N. Morial Convention Center
INTX Internet & TV Expo
May 5-7, 2015, McCormick Place
Sonic National Convention
September 9-11, 2104, New Orleans Morial Convention Center
HubSpot Inbound
September 8-11, 2014, Boston Convention & Exhibition Center
Hubspot Inbound
ExactTarget Connections
September 23-25, 2014, Indianapolis Convention Center
JEC Composites
March 10-12, 2015, Paris Porte de Versailles
special spacesformat
take advantage of unusual venues
drive traffic to remote areas
create gathering spots
why special spaces?
American College of Cardiology
March 14-16, 2015, San Diego Convention Center
special spaces
American Public Transportation Association
October 13-15, 2014, George R. Brown Convention Center
Microsoft Ignite
May 4-8, 2015, McCormick Place
finally: should you innovate?
Will your innovation overcome challenges?
Will it create opportunities?
Do you have internal advocates?
Have you done your discovery?
Are you ready to socialize the idea with exhibitors?
thank
you
