Leading Meeting Professionals

Professional Convention Management Association

July 2012

CMP Series: Exhibit Hall to Exhibit Mall

By Barbara Palmer

attendees go through the exhibit the way you've anticipated.  If you have some form of digital programming, how long are people actually looking at it?

Even better than observing these things yourself is to recruit people “to actually take you through your booth,” Underhill said.  “It’s a really cool way of being able to see your tradeshow exhibit through somebody else’s eyes.”

You don’t necessarily have to hire a research firm to better understand how attendees will interact with your booth, says retail strategist Laura Davis-Taylor.  Watch how people navigate trade shows, and “when you are out, watch people shop; watch people when they are in parks and interacting with each other,” Davis-Taylor said.  “Once you are thinking about it, you’ll see patterns and you get little nuggets of insight.”

More Resources

Trade-show organizers can keep track of consumer trends at trendwatching.com.   

Test Time

Here’s how to earn your CEU hour.  Once you finish reading this CMP Series article, read the following material:

"Sensory Branding: It Makes (Five) Senses,” by Martin Lindstrom.  

To earn one hour of CEU credit, visit pcma.org/convenecmp to answer questions about the information contained in this CMP Series article and the additional material. 

To earn additional credit, you can take more more tests in our series here: pcma.co/ConveneCEUs

The Certified Meeting Professional (CMP) is a registered trademark of the Convention Industry Council.

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