Meeting MPI Toronto - March/April 2016 - (Page 23)
ATTENDEE EXPERIENCE WITH
ualified, motivated and empowered attendees
play an integral role in any successful trade show.
Part of an exhibition organizer's unwritten contract
with them is to deliver an organized, engaging,
and stimulating environment in which to do business. There
are a number of tactics that organizers can use to deliver
on that promise. Innovative floor design is one of the most
effective ways to impact the attendee experience.
A 2013 study from the Center for Exhibition Industry
Research (CEIR) reveals what attendees want from trade
shows. Sixty-nine per cent say they attend to meet
"shopping needs," including see new technology, talk to
experts, discover and interact with new products, compare
brands, and gather competitive intelligence. Sixty-six per
cent of attendees attend to meet "learning needs," such
as find out about industry trends, network with other
professionals, improve job performance, and develop skills.
With precise knowledge of what attendees want and a
wide variety of show-floor configurations to choose from,
exhibition organizers are in a perfect position to transform
the attendee experience. By simplifying navigation,
facilitating discovery, and personalizing the attendee journey
with creative designs, organizers can help customers cut
through the cacophony of brand voices and experience their
events in more productive and memorable ways.
WHY RETHINK YOUR FLOOR PLAN?
* Surprise and delight. Attendees want memorable
experiences. They need a reason to come back every
year. To get that kind of customer retention, organizers
have to think about how to impact attendees at an
emotional level, as well as an intellectual one.
* Organization. Trade shows can be daunting for
attendees. Without help from organizers, it can be
difficult for them to find exactly what they want amid
all the competing messages, brands, and products.
Show producers can make it easier for attendees to cut
through the noise by filtering the exhibitors and products
in specific and relevant ways.
* Personalization. Show floors have to be informative and
educational for each customer segment attending the
event. Organizers should offer attendees choices and
opportunities to opt in or opt out so they can take charge
of their own experiences.
* Tell a story. Rather than have a random event
layout, why not organize the attendee's journey using
navigational devices-clear lines of sight, wide aisles,
and signage-and zones (pavilions, special spaces,
neighborhoods, and product zones), for example.
FACILITATE SHOPPING WITH PRODUCT ZONES
In retail settings-from grocery stores to home
improvement centres-products are carefully arranged in
groups. For example, all of the cereal brands are placed
together on one aisle at the supermarket, while plumbing
implements are grouped separately from home and garden
items at the DIY store. Such is the idea behind product
zones in trade shows. Companies with like products are
placed together in specific areas on the show floor. Like
shopping for cereal, product zones allow attendees with
distinct buying interests to make comparisons more easily
and quickly than when exhibits are placed throughout the
At InfoComm, the annual event for audio-visual
professionals, all exhibitors are grouped according
to product categories: security, audio, unified
communication and collaboration, digital signage, lighting
and staging, and drones. Color-coded carpeting and
maps, carpet clings, and aisle signage help attendees
locate the product zones, and specific topic theaters and
demonstrations are included in each area. The product
zone groupings offers benefits such as: the ability to
connect with like-minded exhibitors and peers, easier
continued "CREATIVE SHOW-FLOOR DESIGN" on page 26
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Table of Contents for the Digital Edition of Meeting MPI Toronto - March/April 2016
Welcome, New Members!
Selling to the Buyers of Today
Best Bar Venues in Toronto for Your Next Unique Event
Myth vs. Reality: Debunking Planner Stereotypes
How to Keep Your Audience Awake
The Best Come From Ontario’s Event Management Programs
Best Tips for Industry Newcomers
Tools to Help You Run Your Business in 2016
Transforming the Attendee Experience with Creative Show-Floor Design
Chapter Speaks: What is the Best MPI Event You Ever Attended?
Meeting MPI Toronto - March/April 2016