Sponsors are pushing for greater return on investment, more branding opportunities, greater access to event data and access to attendees on the show floor, meaning event managers need to be on their game and constantly looking for new ways to surprise, delight and bring added value.
In a dream world, here is what we’d feature on our next expo floor alongside the booths, catering stations and coffee carts that are to be expected:
More sponsored zones
Custom areas and lounges give you the opportunity for unique sponsorship options, think a zen zone with masseuses, a recharge zone with ample power sources for phones and laptops, a meet the speakers lounge with book store and signing table, virtual reality or technology zone to try out some up and coming devices or a social media zone showcasing what’s happening online offline.
Mobile charging cabinets
We are hooked to our phones! And with all the expected tweeting, gramming, linking and posting charging stations are a great addition to any station and now days they don’t need to be a collection of cords coming out of a socket. These charging lockers make a great branding opportunity.
Silent theatre
Noisy exhibition halls can transform into serene presentation spaces. It’s not always possible to get everyone into the main program, so why not add some additional presentations, or sponsor pitches to the break times with some head phones. It’s a great way to test new content, new sponsors and add another area of interest to your exhibition.
More lead capture technology
Gone are the days of collecting business cards! It’s as easy as tapping name badges, sending personalised follow up emails instantaneously and collecting a whole lot of privacy compliant data for marketing teams future use. Lead capture technology has come a long way and now provides event managers with two great tools – data to help sell sponsorships pre show and data onsite to help sponsors make the most of their time onsite. Equipping exhibitors with this technology allows event managers in real time to see how different companies are performing and check in with them as required.
1-on-1 networking capability
There has been a growing concern that the digital age would make face-to-face events obsolete, I don’t believe this will ever be the case. Human connection is fundamental in business and difficult to imitate in the digi-sphere. With this hunger for greater, more authentic and more purposeful networking the rise of ‘brain dates’ and 1-on-1 networking is not surprising. Brain dates, made popular by C2 Montreal, are 1-on-1 meetings arranged based on the sharing of knowledge. The pre-vetting of people, areas of interest and aims of participation saves the hassle of networking and time and gets people in touch with those they want to be meeting.
Comfortable Networking Space
We’ve been dying to find a local supplier who does something like Nook Pods! Innovative areas that facilitate purposeful networking are a must. There is a fine line event managers walk between providing seating for breaks to the detriment of show floor traffic and the comfort of attendees. A compromise is functional spaces, with dual purpose and great looking furniture. Points for easily movable furniture and spaces so that the love can be shared around the exhibition to encourage flow of foot traffic throughout the event.
Hydration stations
Any effort to cut down unnecessary waste (especially plastic) is a welcome addition to any exhibition. Plastic cups are a terrible waste. Water coolers and sponsored reusable drink bottles for multi day events and festivals cuts down single use plastic, keeps everyone hydrated and a sponsor’s brand dispersed across the show floor. Here’s some inspo from NYC.
Integrated social media
Engaging your audience digitally is so important now, but how about a double hitter? – taking the online content offline at the event. We encourage people to get online during our events, but then rarely showcase how much activity is happening and highlighting what the onsite community is up to. There is an abundance of options for integrating social media both online and offline –
Social walls – live social media displays
Photo booths & event photo printers
Cheer-o-meter
Social hubs, voting systems and rankings
Gamification
Music
Background music, although subtle, plays a significant role in creating and enhancing an atmosphere. Picking the right tempo and style can largely affect the feeling of the room, so it’s definitely something to have a bit of fun with. For example, picking music to the theme of the accompanying conference or event, having a juke box set up so attendees can pick the music, running a music competition etc.
Greenery
Bringing the outdoors in will help soften all the harsh, unnatural lighting and have an instant calming effect on attendees. The growing trend for more greenery can be seen across custom booths with more and more opting for vertical gardens, topiary and creating a tropical oasis amidst the hustle and bustle of the show floor.