Optimal and Simple Monetary Policy Rules with Zero Floor on the Nominal Interest Rate
Configuring Your Trade Show Floor for Optimal Results
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Transcript of Configuring Your Trade Show Floor for Optimal Results
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
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Creating a Compelling Expo Floor
© Copyright 2014 Freeman Expositions, Inc. Proprietary & Confidential.
The Expo Floor Is Where Your Industry Meets
Vendors, attendees, and partners all come together on the Expo
floor. It’s where the health of an industry flourishes, where
innovations are unveiled, and where leading-edge practitioners
and buyers determine the next hottest trends.
It’s where you help your industry move the needle.
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Contents
Section 1: Creative Expo Floor Plans
Section 2: Floor Areas, Elements, and Destinations
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The Ideal Expo Floor Design
Increases traffic to the Expo
Encourages attendees to spend more time on the Expo floor
Enhances flow so every booth becomes a high-traffic area
Simplifies finding exhibitors
Allows emerging companies to get noticed
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Zoned Floor
What it’s Good for:
“Automotive mall” psychology. Vendors know these attendees are buyers, and attendees can effectively comparison shop.
Enables attendees to better organize their Expo floor visits and find products faster.
Vendors can effectively compete within specific product categories, for additional booth revenue.
Levels the playing field so that giant multiproduct vendors do not dominate the floor.
Lets small, boutique vendors be seen.
When to Use it:
When all vendors fit within one of the designated zones.
When you have a lot of smaller, product-centric vendors that typically get lost on the floor.
When different attendees are responsible for buying different productshelps guide the right buyers to the right vendors.
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AOA Optometry’s Meeting Using content as an anchor and a lure:
Every zone had a discovery/product
theatre located in the corner to help
attract attendees/provide a reason to
walk through the zone.
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Discovery
Theatre
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United Fresh Zoned Floor
United Fresh creates zones on its Expo floor to
help make buying easier for attendees.
Fresh Marketplacefor produce companies
Fresh Technologyfor equipment and services
Floral Pavilionwithin the Fresh Marketplace
Midwest Product Pavilionshowcasing local vendors
for this uniquely challenged region
Business Suiteswhere vendors and operators
purchase “offices” to facilitate business
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United Fresh Zoned Floor
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Partially Zoned Floor
What it’s Good for:
Helps guide attendees to see the products they are looking for.
Helps a category stand out by drawing attention to it.
Showcasing innovative products and emerging companies.
Helping the smaller companies get noticed.
Introduces a new category to your show.
When to Use it:
You have a lot of booths and need to help attendees find what they are looking for.
You have specific booths that could get lost on the show floor if not grouped together.
You have a lot of start-up/emerging companies that couldn’t otherwise afford to be at your show and could benefit from the extra emphasis of grouping
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World of Concrete To help attendees navigate three
convention center halls plus the outdoor
Expo area, World of Concrete uses a
partially zoned floor plan.
Zones include:
Concrete Surfaces & Decorative
Concrete Repair & Demolition
World of Masonry
Technology for Construction Pavilion
Vehicles/Cement Trucks
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World of
Concrete
World of Masonry World of Concrete General
North Hall:
Concrete Surfaces &
Decorative
South Hall:
Concrete Repair &
Demolition
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American Heart Association To help attendees better
navigate the floor, the American
Heart Association uses a
partially zoned floor plan and
uses floor decals to help
attendees identify the zones.
Zones include:
Meet the Trialist
Research & Discovery
Office Technology
Publisher’s Showcase
Hands-On Learning Labs
Healthy Lifestyles Showcase
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American Heart Association
Office
Technology
Zone
Publisher’s
Showcase
Healthy
Lifestyles
Showcase
Hands-On
Learning
Labs
Research
Discovery
Zone
Meet The
Trialist
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NCA’s Sweets & Snacks created a zone for gourmet
food vendors and a zone for retail solutions vendors
NCA’s Sweets & Snacks
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The Avenue
What it’s Good for:
Reverse-engineering the Expo floor so smaller companies can have
exposure at the entrance of the Expo hall.
Create better attendee flow, knowing attendees will walk to see
industry leaders.
Increase revenue from mid-tier vendors that want to be near the
entrance.
When to Use it:
Large exhibitors overshadow smaller ones.
Traffic doesn’t easily flow throughout the floor.
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The Avenue: American Institute of Architects
Goal: Facilitate traffic
throughout the floor.
Entrance doors open up to
smaller booths. The big
anchor booths are located
2/3 of the way back on the
Avenue.
The aisle is larger than other
aisles and leads attendees
into and out of the General
Sessions.
All main attractions are
located on the Avenue: food,
retail store, etc.
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The Avenue: American Institute of Architects
The Avenue AIA Town Hall Internet
Lounge
Innovation
Gallery
Bookstore &
Sazerac Bar Café Theatre
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Content-Centric Floor
What it’s Good for:
Create reasons for attendees to visit the Expo floor more often and
stay longer.
Enhance traffic flow throughout the floor via distributed content area
layout.
Create more education of different formats for attendees.
Create additional exhibiting/sponsor opportunities with related
content.
When to Use it:
Content on the Expo floor is always a good lure for attendees, as long
as the content is of high value and relevant.
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HIMSS
HIMSS features several content areas throughout the floor
to:
• Help with traffic flow
• Increase time spent on the floor
• Encourage attendee engagement
• Create additional exhibiting opportunities with content-
related kiosks
Intelligent Hospital–for technologies that are helping patient
care from the doctor’s office to the hospital to the home.
Interoperability Showcase–for technologies related to
capturing, accessing, and sharing patient medical records.
Connected Patient Learning Gallery–new content program for
2014.
Knowledge Centers (2)–Clinical & Business Analytics and
Mobile Health. Theatres with exhibitor kiosks.
Federal Health IT Pavilion–theater with exhibitor
Kiosks.
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HIMSS
Federal
Health IT
Pavilion
Connected
Patient
Learning
Gallery
Clinical &
Business
Analytics
Knowledge
Center
Intelligent
Hospital
Interoperability
Showcase
Mobile
Health
Knowledge
Center
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Expo Floor as Event Hub
What it’s Good for:
Increase traffic on the Expo floor.
Increase time spent on the Expo floor.
Attendee networking.
Attendee engagement with association/organization.
When to Use it:
Whenever you have the space on the Expo floor.
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American Academy of Ophthalmology
Technology
Pavilion
Goal: Create a hub for the event to increase traffic and
time spent on the Expo floor, and enhance flow using areas
for networking, engagement, and education.
Areas on Expo floor included:
Pre-event education workshops with related exhibits around
refractive and retina education
Breakfast with experts
Scientific posters sessions
AAO Booth/Resource Center promoting products they sell
AAO Museum of Vision with archived products on display
Rest Stops (wireless lounges with massage stations)
Learning Center where various presenters speak
Technology Pavilion highlighting how doctors can use
technology to make their office and practice more efficient
Electronic Office for products that help ophthalmologists
have a paperless office
Bistro where exhibitors can reserve tables for lunch
meetings with attendees without leaving the facility
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American Academy of Ophthalmology
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The Ideal Expo Floor Elements, Areas, and Destinations
Increase engagement so attendees spend more time on the Expo
floor.
Provide educational opportunities.
Provide a way for your organization to really connect with
attendees, and even sell products and services.
Allow more emerging companies to participate cost-effectively.
Emphasize that your event is the place where your community and
industry need to be.
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Pavilions
What They’re Good for:
Showcasing innovative products and emerging companies.
Providing emerging and international companies with affordable options to be at your show.
Helping the smaller companies get noticed.
Helping guide attendees to see different products.
Helping a category stand out.
Introducing a new category to your show.
When to Use Them:
When you have specific booths that could get lost on the show floor if not grouped together.
When you have a lot of start-up/emerging companies that couldn’t otherwise afford to be at your show.
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Product Category Pavilions
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Fish Farm Pavilion at Global Pet Expo
Created area for fish farms to
exhibit
Created lounge nearby to
leverage view and attract
attendees
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Emerging Technologies
Designated area for self-selecting
companies with new technologies
emerging in the field.
Participants complete a
questionnaire that’s reviewed by
a physician committee for
approval.
No additional cost to participate
in the Emerging Technologies
Area.
Qualifications: Early stages of the
product development or product
approval process
Exhibit presence: no larger than
400 square feet
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International Pavilion If you have a lot of exhibitors from specific
countries, then create specific country pavilions
(German Pavilion, Italian Pavilion, etc.) and have
them located near each other.
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Ancillary Product Pavilions
Practice Solutions Pavilions are perfect for office-
related products (accounting software, office tools,
etc.)
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Partner/Industry Pavilions
Create a zone to help encourage
ancillary products/partners
(publishers, alliances, etc.) to
participate.
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Turn-Key Exhibitor Pavilions
What They’re Good for:
Helping exhibitors with preset, low-cost, low-risk packages
Helping sell more exhibitors in a category–typically 10x10, known
budget
Introducing a new category to your show
When to Use Them:
When you have exhibitors with limited resources
When you have new/start-up companies that need a way in to the
market
To support your partners, publishers, and affiliates
To attract international exhibitors with a cost-effective option
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Turn-Key Pavilions
Uniform look and
feel
Company sign built
in
Easy for a
technology
exhibitor to “plug ‘n
play”
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ad:tech Mobile Marketing
Zone: Turn-Key Pavilion
Uniform look and feel
Banner calls attention
Neustar gets sponsor
inclusion
Carpet color helps create
“section”
Turn-key offering
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Innovation/New Product Pavilions Also called:
Innovation Alley
Start-Up Showcase
Start-Up City
What’s New Pavilion
Innovation Spotlight
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Emerging Technologies Pavilions
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Merchandise Display Areas
What They’re Good for:
Showcasing innovation, best of breed, and new concepts
Enabling exhibitors to have an added presence at the show
Providing additional revenue opportunities
When to Use Them:
When products can be touched, sampled, demonstrated, and put on
display
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Merchandise Display Areas–Multi-Vendor
Showcase product in addition to
regular booth.
Perfect for a competition.
Put submissions on display and have
attendees vote.
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Merchandise Display Areas–Single-Vendor
GreenBuild’s vendors’
merchandise makes for great
lounges.
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New Product Showcase
What it’s Good for:
Added exposure for industry innovation
Creates traffic for off-the-beaten track or hidden areas
Provides a reason for attendees to spend more time on Expo floor
May provide additional lead generation for vendors if using scanning technology
Additional revenue opportunity from vendors
When to Use it:
When products are of a relatively small size (or photos/videos can be used) and there are ample new products to introduce
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International Carwash Show
Designated area outside
Expo hall
Pre-fab display cases
One vendor per case
Scanner for self-provided
leads
Open to exhibitors with
new products for
additional fee
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Global Pet Expo
Designated area in back
right corner of floor.
Huge traffic driver.
Attendees vote for best
new product for dogs, for
cats, for fish, overall, etc.
Open to exhibitors with
new products for
additional fee.
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High-Touch Version: Sweets and Snacks Expo
Person manning area scans attendee’s badge and assigns a scanner. Attendee browses the new products and
scans the bar codes of those of interest. Attendee is handed a printout of the selected products with booth
numbers, location on Expo floor, and vendor contact information. Selected vendors also receive the attendee’s
information as a lead.
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Gathering Places
What They’re Good for:
Creates a destination on the Expo floor for attendees to network and
learn, and creates a sense of community
Drives traffic to Expo floor
Extends time spent on Expo floor
Gives first-timers a place to go
Can provide additional sponsorship opportunities
When to Use Them:
Always
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ASTD Attendee Lounge: “One World United”
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They took a section of hall not being used and
created a place to congregate.
Sponsor offset costs and got extra signage.
Standard convention center food and drinks
available for purchase.
Pet Expo:
Sponsored, No-Host
Coffee Shop Lounge
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Event Central
In 2010, PCBC launched a bold new floor plan that brought exhibitors and attendees together like never
before.
A tree-lined boulevard drew attendees to a new Town Square that bustled with engagement activities designed
to enhance the experience of attendees and exhibitors.
The Town Hall served as a central hub for daily show schedules, for exhibit floor education and activities, as a
staging area to watch live media events, for participation in social media activities, and for simply meeting
colleagues—and prospects—for coffee.
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Event Central
What to Call it:
Event Central
Town Square
Association HQ
Community Center
Event Hub/The Hub
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Event Central
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What to Include:
Wireless lounge/cyber café
Association information
Show concierge
Navigation
Information booth/center
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What to Include:
Social media activities
Blogging zone
Twitter feeds
Live media events
Show TV
Plasmas with event
highlights
Games
Event Central
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ATA Central at American Telemedicine Association
Offered professional-quality headshots to attendees
for use on social media websites.
Drew attendees to ATA Central, while helping the
industry have a more professional presence.
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ASHP Lounge With Wii
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American Academy of Ophthalmology Resource Center
Association booth set up to
promote products for sale.
Videos for sale playing in
Resource Center
Clinical education product display
Patient education products
Foundation information
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GeoSpatial International
Association booth with an information desk, a
display case for an award, a literature rack,
plasma screens, and lounge areas.
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ad:tech OpenX Open
Ping pong tournament
Gamification + networking
Set up in a café lounge
Sponsored
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A Compelling Expo Floor
Develop new, unique selling propositions for interactive, theme-based Expo floors.
Launch a bold new Expo plan that connects exhibitors and attendees.
RESULT: More attendees spending more time in the Expo hall.
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Creating a Compelling Expo Floor