X Marks the Spot: Hidden Opportunities & Challenges with Unusual Floorplans Frances Maestre Vice President of Sales Shepard Exposition Services fmaestre@shepardes.com 407.509.4092 Page 1
Why are you sitting in this class? • Looking for something different • Increase traffic and time on the floor • Want to know what’s new • What are others doing? Is it working? Page 2
Agenda • Reevaluating your floorplan design strategy • How to start? Customer Journey Mapping • What to consider? Success Framework • Case Studies • What is the the solution for you? Page 3
Page 4 What is your floorplan design strategy?
Show organizers are no longer in the real estate business but instead in the engagement business. Those who are thriving are the most responsive to change. Successful event strategies revolve around inspiring audiences and altering behavior. Page 5
How to start? Customer Journey Mapping • Different perspectives • Shift from exhibitor to attendee centric • Think, Know, Feel • Touchpoints Page 6
Page 7 Case Study- Framework
Case Study- Deliverables • Flexible participation options for exhibitors • Zoned floor plan • Increased interactivity, engagement & movement Page 8
Transition/Impact Zone Scrim wall defines Transition entry. Impact zone is a darkened “experience theatre” with an elevated, wrap-around projection screen. Digital directionals distributed. Sponsorship Opportunities Connector (10) Perimeter “suites” for primary exhibitor-sponsors. Ring defined by large vertical lifestyle images from exhibitor-sponsors. Digital directionals in center of hub. Sponsorship Opportunities Showcase Series of propped-out demonstration areas (10) showing how food is an integral part of a family’s most important celebrations throughout the year. Demonstrations include food prep and entertaining ideas. Sponsorship Opportunities The Pulse (The Cloud) Series of (4) areas where retailers learn the latest in trends and technology from industry-leading providers. Possible sponsors: IBM, Accenture, SAP, Sponsorship Opportunities Page 9
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Case Studies- Recap • Grouping exhibitors by category • Activity hubs in various areas • Central gathering areas • Moving education onto the floor • Hands on labs • Registration inside the hall Page 16
Case Studies- Recap • Anchor booths in the back of hall • Angled aisles • “Beer Gardens” • Live media creation areas • Transition Zones • Campus environments Page 17
What is right for you? • Solve your specific challenges? • Create an opportunity? • Will the changes add value to your event? • Logistically and financially feasible? Page 18
“People don’t want something entirely new. They want the familiar done differently.” - Rachel Botsman Page 19
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