Session from PCMA 2010. Great examples and ideas for creating more interesting and dynamic trade show floor experiences.

1. Exhibitor Workshop: Rethink and Retool
Your Show to Increase Revenue
Creating a Compelling Trade Show Floor
and Exhibitor Experience that Connects
Exhibitors with Attendees
Melinda Kendall, Vice President, Immersa Marketing
Sunday, January 9, 2011

2. Objectives
The future of the exposition hall includes non-
traditional floor plans which create multiple
immersive areas.
A compelling trade show floor created opportunities to:
• develop new unique selling propositions for interactive,
theme-based show floors
• launch a bold new expo plan that connects exhibits and
attendees like never before
•generate new exhibitor and sponsorship revenue

3. 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 against goals
Event technology
Other sponsorship opportunities

4. Show Floor Organization
Product-category based floor plans
• Easy for attendees to navigate
• The “Fashion District”

5. Zoned Trade Show Floor
Booths grouped by product category

7. Zoned Trade Show Floor
• Advantages?
• Disadvantages?
• Other Options?

8. Zoned Trade Show Floor
Partially zoned show floor

9. Two zones roughly defined
LinuxWorld NGDC
Middle Area
Big booths
Both technologies
By choice

10. Voluntary zoning by content
New Product
Showcase
A C
Town
Square
B
Theater
D

11. Dedicated exhibitor areas
• Individual areas dedicated to one theme or
product category
• Pavilion of turn-key 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

12. Dedicated Areas
of Show Floor

13. Dedicated Areas of Show Floor
• Product category pavilion
• International pavilion

14. Dedicated Areas of Show Floor
• Start-up City
• New technology showcase

15. Dedicated Areas of Show Floor
A dedicated area for book
publishers and authors

16. Dedicated Areas of Show Floor
Sponsor meeting rooms

17. Dedicated Areas of Show Floor
• Pros?
• Cons?
• Opportunities?
• Examples?

18. Themed Display Areas
• Showcase products
• In addition to regular booth
Multi-vendor

19. Themed Display Areas
Single-vendor

20. Themed Display Areas
Ideas?
Examples?

21. Interactive Show Floor
Town Square or
Association Booth
• Event Central
• How do we transform it
into The Gathering Place?

22. Interactive Show Floor
Event Central
• Wireless Lounge • Games
• Cyber Café • Plasmas
– Event highlights
• Association
– Twitter feeds
Information – Show TV
• Show navigation • TV studio
• Show concierge • Blogging zone
• Twitter

23. Interactive Show Floor
Town Square
– Live Media events
– Social Media activities
– Centralized info booth
PCBC

24. Interactive Show Floor
Connection Café at
Sweets and Snacks Expo
• 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

25. Interactive Show Floor
Theme-based demo area
PCBC

26. Interactive Show Floor
Event-owned demo area

27. Interactive Show Floor
Presentation Theaters

28. Product Showcase
New Product Showcase at
Sweets and Snacks Expo

29. New Product Showcase

30. Bring the Conference to the Show Floor
Meet the experts

31. Bring the Conference to the Show Floor
Meet the experts
Consulting sessions

32. Bring the Conference to the Show Floor
Poster sessions

33. Bring the Conference to the Show Floor
• Lightning Talks
• White Board
Discussions
• Camp Ground/
Chalk Talk

34. Bring the Conference to the Show Floor
• Other Ideas?

35. Contests & Awards
• Product Excellence
Awards
• Best of Show
Awards
• Tournaments
• Team Competitions

36. Games
• Engage
• Teach
• Demonstrate
• Involve
Single-Player

37. Games
Multi-player

38. Engage with Navigation
Passport Programs
PriMed Internet Retailer

39. Engage with Navigation
Navigation technology

40. Engage with Navigation
Docent Led Tours

41. Engage with Navigation
Handouts with Buyers Guides and Tips

42. Engage with Navigation
Other ideas?

43. Engagement Against Association Goals
WINDPOWER
• Energize the 20,000 attendees for
grass-roots lobbying
• Give attendees a voice
• Demonstrate progress in energy
goals

44. Engagement Against Association Goals
WIND WORKS Campaign
• Picture It! Photo Booth

45. Engagement Against Association Goals
WIND WORKS Campaign
• Air Your Thoughts Flip
Video

46. Engagement Against Association Goals
WIND WORKS
Campaign
• Google Map Mash-up

47. What are your association’s goals?
Influencing policy
Educating members
Building community
Networking
Motivating to action

48. Event Technology
Navigation, engagement, networking
• Mobile phone applications
• Event planning tools for attendees
– Agenda Builder
– Floor Plan/Exhibitor Directory
• Virtual events
• Year-round communities

49. Mobile Phone Applications

50. Mobile Phone Applications
• Agenda builder
• Floor plan and Exhibitor directory
• Push messaging
• Session surveys
• Polling
• Links to social media
SMS Texting, Uploading photos

51. Mobile Phone Applications

53. Event Planning Tools

54. Event Planning Tools

55. Community Building

56. Additional Sponsorship Opportunities
AABB

57. Content Sponsorships
• Video Presentations
• Track Sponsorships

58. Content Sponsorships
NCA

59. Show Floor Sponsorships
• Sponsored Aisle Signs
• Sponsor Banners
Internet Retailer

60. Show Floor Sponsorships
NCA

61. Show Floor Sponsorships
NCA

62. Non-endemic Sponsorships
Plastic Surgery

63. Exhibitor Workshop: Rethink and Retool
Your Show to Increase Revenue
Creating a Compelling Trade Show Floor
and Exhibitor Experience that Connects
Exhibitors with Attendees
Melinda Kendall, Vice President, Immersa Marketing
Melinda.Kendall@ImmersaMarketing.com