April / 6 / 2018

Booth Interaction Design


by Ken Dec, EVP of Marketing & Client Strategies

Powerfully Combining Story with Structure

Exhibitors often think structure first, “I need a counter, a seating area, some storage,” etc., when driving the best ROI requires thinking about Story first, then Structure.

And when thinking about Story, that can differ based on the audience. Know who you want to attract, their challenges and pain points, to know what Story to tell. Once you know that, decisions about Structure are more clear.

When designing a booth for optimal ROI it’s important to think about Story and Structure:

Story – Align in-booth content with visitor funnel stage. Make sure you have content that "meets" visitors where they are in the solution searching stage.

Structure – This should be ‘scenario-based’. Design the booth to best enable the most productive conversations with visitors in different numbers.

Story First - Booth Design for Funnel Stage

As you are developing content for the booth, remember that its likely you’ll have visitors at different stages of their search:

  • • Top-of-funnel – They are just beginning their search for a solution to the problem you solve and collecting information.
  • • Mid-funnel – There is a commitment to solve their problem and are actively engaged in finding a solution and solution provider.
  • • Bottom-of-funnel – They are ready to choose a solution provider.

This means that you have to be prepared with different content types for prospects at each stage:

  • Go Broad - Those at the top of the funnel are seeking category-level information – bigger, broader, more educational content – so make sure you can provide these visitors with that level of content.
  • Compare and Contrast - Those mid-funnel are beginning to compare and contrast solutions from multiple solution providers – so be certain to provide them the tools you want them to have that favorably compares and contrasts your solution with others they may be evaluating.
  • Closing Content - At the bottom of the funnel you are getting closer to terms and conditions – make sure you have ‘closing content’ to get the deal done!

Scenario setting - Booth design for audience interaction type

When designing a booth remember to include structural settings that enable multiple interaction types:

  • • 1:1

  • • 1:few (3-5)

  • • 1: many

Combine the two for the most effective experience design

The most effective experience, the one that will drive optimal results in your booth is when you combine Story and Structure – when you align engagement types and content, like this:

Structure

Story

Enable 1:1  Private conversations with as private a setting as your space and budget allows Content specific to the individual prospects/customers' needs and structuring of a potential transaction
Enable 1: few  Audience interactions via semi-private conversations at kiosks, touchscreens or tablets More granular content that moves suspects and prospects to qualified opportunities
Enable 1: many  Presentations of overview content in open areas (this can also be used to attract traffic)  General introductory overview information of features/benefits

 

 

 

 

 

Story + Structure = Success

To maximize booth ROI, think Story first, then Structure, making sure to combine the two for the optimal visitor experience and the best results for your brand.

April / 5 / 2018

The Exposure Podcast for April 2018


Charles Pappas   

Welcome to the April 2018 edition of the Exposure Podcast from The Expo Group produced and hosted by Dana Freker Doody and Todd Carruth. 

This month we visit with Exhibit Magazine writer and author Charles Pappas about his new book, Flying Cars, Zombie Dogs and Robot Overlords - How Worlds' Fairs and Trade Expos Brought You The Future.  Prepare for some amazing stories about the history of trade shows and how influential they remain to this day. 

We also find out Where In The World is Dana Freker Doody and talk about Global Meetings Industry Day and how Meetings Mean Business.  We also share info on ASAE's XDP event and other events happening in April. 

Corey chimes in with another Digital Download about AI and events and we remind you about recognizing greatness with The Expo Group's Show Manager of the Year Award Nomination. 

Thanks for listening! 

If you want to listen to this episode (or any previous episodes) right from your computer, click here. 

To subscribe on iTunes, please click here

 

Good News! The Exposure podcast is now available on STITCHER Radio

You can also subscribe using your android device, just copy and paste this link here

Please share this podcast on your social media networks by clicking on any of the social media icons below.  And we would be pleased if you could take a moment and review our podcast on iTunes or Stitcher. 

Questions about the podcast? Contact us at rethink (at) theexpogroup.com.  

April / 4 / 2018

Webinar Replay - The Right Tech at The Right Time


Webinar Replay - The Right Tech at The Right Time  - How to Best Use Digital Engagement at Your Event

Did you miss out on our live webinar on how to best use digital engagement at your event?  Well, you are in luck. The entire webinar is still available to view.  Just click on the register now button to register and instantly view this webinar from The Expo Group, in partnership with Inhance Digital, that will help you understand not just the latest-and-greatest in digital event tech – but when you should use each technology (or combination) to achieve which goals.

 

 

April / 4 / 2018

Change Your Perspective


The way you look at exhibit rentals is about to change.

Imagine unmatched quality, affordability and flexibility specifically designed to meet your exhibit goals. 

The look of a custom-built, the price of a rental. 

It's time to change your Perspective.™

Coming soon from The Expo Group. 

April / 4 / 2018

Global Meetings Industry Day 2018


Join The Expo Group by helping us celebrate Global Meetings Industry Day (GMID) on April 12, 2018 as leaders from across the meetings and events industry come together to showcase the real impact that business meetings, conferences, conventions, incentive travel, trade shows and exhibitions have on people, business and communities. Meeting professionals across the world participate in the international day of advocacy, with more than 120 events held across 6 continents in 2017.

This year's tagline is "Real results, real impact, all around the world."

 

For more information visit meetingsmeanbusiness.com. 

 

 

April / 2 / 2018

April 2018 Celebrations


Once again, April showers bring...April celebrations.  Congrats to these folks in The Expo Group family! 

 

And for those of you looking forward to May....

March / 21 / 2018

The Expo Group Show Manager of the Year Awards Nominations Due


The Expo Group Show Manager of the Year Awards Nominations Due


Irving, Texas – March 21, 2018 – The Expo Group, an exhibitions and events partner that invests in growth, is now accepting nominations from across the industry for The Expo Group Show Manager of the Year (SMOTY) Awards. The awards program annually recognizes great leaders in events and trade shows. 

“Honorees of the SMOTY Awards wow everyone with their commitment, innovation and excellence,” says President and COO of The Expo Group Randy Pekowski. “This awards program is a way for us all to recognize people who don’t always receive accolades in the press or within our industry associations. By presenting these awards and making donations to the award winners’ choice of charities, we contribute to elevating the importance of the business events profession and the meaning of bringing buyers and sellers together face to face.” 

To nominate a show manager, please visit theexpogroup.com/smoty. There is no fee attached to nominating, and anyone responsible for the production of a trade show is eligible regardless of any affiliation with The Expo Group. Self-nominations are accepted; all are presented to our panel of independent judges.

“It was truly an honor to be recognized for the SMOTY Award and I feel very humbled to be in the company of the previous SMOTY Award winners. It is very generous for The Expo Group to sponsor this program and to support the charities designated by the SMOTY Award winners,” says 2017 honoree Tom Carbott of MHI.

This year the SMOTY trophies will be presented Aug. 11 during the TSNN Awards in Louisville. Honorees receive complimentary registration and travel to that event as well as a $500 donation to their favorite charity or educational institution.

Previous SMOTY winners are featured at theexpogroup.com/smoty and include managers of events with as few as 50 booths to well over 2,000 from across the United States. The deadline to nominate is June 15.


About The Expo Group
The Expo Group is a trusted exhibition and events partner that helps organizations grow their attendance, exhibitor and sponsorship revenue through the design and execution of unique, compelling and memorable experiences. The company has headquarters near Dallas with offices in Atlanta, Boston, Orlando, Las Vegas, Chicago, Austin/San Antonio and Washington D.C. Learn more at www.theexpogroup.com or contact Dana Freker Doody at 972.580.9000 or dfrekerdoody@theexpogroup.com.

March / 6 / 2018

The Exposure Podcast for March 2018


Carrie Ferenac     

Welcome to the March 2018 edition of the Exposure Podcast from The Expo Group produced and hosted by Dana Freker Doody and Todd Carruth. 

Thanks for listening! It's our 3-year podcast anniversary! This month, our guest interview is with Carrie Ferenac, the president and owner of Convention News Television. Carrie talks about her background in news media and provides tips on video marketing for the events and exhibits industry. We also talk about Exhibitions Day and why she is passionate about advocacy. Todd and Dana share updates about our recent Kickoff event and how companies can benefit from having an annual all-employees meeting. Another great Digital Download from Corey Kelley as he continues his series on the top event tech of 2018 and we mention that The Expo Group's Show Manager of the Year Award nominations are now open for 2018. 

If you want to listen to this episode (or any previous episodes) right from your computer, click here. 

To subscribe on iTunes, please click here

 

Good News! The Exposure podcast is now available on STITCHER Radio

You can also subscribe using your android device, just copy and paste this link here

Please share this podcast on your social media networks by clicking on any of the social media icons below.  And we would be pleased if you could take a moment and review our podcast on iTunes or Stitcher. 

Questions about the podcast? Contact us at rethink (at) theexpogroup.com.