Features
Building Buzz on the Show Floor
How to lure attendees to the exhibit hall — and keep them there
by Michael C. LoweNovember 1, 2012
Exhibit-hall theater
The
art of putting on special product demonstrations during a trade show
has come a long way. At the recent NCPA show, exhibitors got 30 minutes
to pitch their product or service (for a fee) on a stage set up in the
back of the hall and surrounded with Plexiglas to create a fishbowl
effect, drawing in passing attendees. “This has grown by leaps and
bounds,” says Nina Dadgar, the NCPA’s senior director of business
development. “Exhibitors are seeing the value in it because they have a
captive audience for a half hour.”
Such theaters can be set up
for different purposes. The Mid-America Horticultural Show uses multiple
stages to promote new segments of the industry, offer hands-on training
and more. “It connects the show floor to the education sessions, and
those who only purchase the trade show pass get a little something
extra,” notes Buffy Levy, SmithBucklin’s director of event services and
director of the horticultural show.
Central lounges
Organizers increasingly are moving lounge areas from the periphery
right onto the show floor to spur relaxation, casual networking and,
ultimately, more time spent at the show.
At the International
Avaya Users Group conference held in Boston in May, organizers stocked
the space with snacks and a pop-a-shot basketball game. For next year,
they’re creating themes like the “Charge and Recharge Lounge,” where
attendees can charge their devices and re-energize with massages and
smoothies before making another loop around the convention hall.
“Creating a brand for the lounge lets people know what to expect,” says
Alexa Newman, senior manager of event services with SmithBucklin and
senior manager of partner relations with IAUG. “Sometimes our attendees
just need to take a load off, so they’re really attracted to these
areas.”
Social media displays During
the 2012 International Consumer Electronics Show, held in January,
organizers crafted a “social media wall” in the lobby of the Las Vegas
Convention Center. The double-sided facade featured nine large screens
on either side that displayed the show’s Twitter feed. As attendees
inside the show floor were tweeting about their experience and posting
pictures of exhibitors and each other, attendees outside could see what
was happening and were compelled to come in and follow suit.
One-on-one kiosks
For attendees seeking personal attention, organizers of the Mid-America
Horticultural Show ask industry consultants and other experts to
volunteer to staff three kiosks for 20-minute themed time slots, based
on their field of expertise.
“This gives our attendees a chance
to connect with people who have knowledge in a specific area, like
irrigation,” says show director Buffy Levy. The sessions are reliably
popular, she notes. “Everyone who participates is very eager to do so,
and some of the consultants actually get business from it.”
As
SmithBucklin’s David Weil puts it, “Today, when everything comes
together on the trade show floor, it’s not just about finding something
to buy. It’s about finding solutions.”