![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2018\/06\/20092047-d676-45fc-8ea1-ba31c28149d8.jpg\")
<\/h2>\nOn The Agenda; Trade Show Floor Trends<\/h2>\nThese immersive environments are evolving into\u00a0much more than a “box”\u00a0 for exhibitors\u00a0<\/h3>\n
These immersive environments are evolving into\u00a0much more than a “box”\u00a0 for exhibitors\u00a0<\/h3>\n
Ken Dec, EVP, Marketing and Client Strategies, The Expo Group\u00a0 By George Seli<\/strong><\/p>\n There are many aspects to \u00a0creating a compelling experience for delegates on the show floor \u00e2\u20ac\u201d the\u00a0ind that encourages them to spend more time in that key area. Who better to expound on the latest approaches to show floor design than the\u00a0uppliers to some of the biggest, most successful\u00a0radeshows in the world? In the following discussion, representatives\u00a0from The Expo\u00a0Group, Freeman\u00a0and GES overview\u00a0developments in \u00a0areas such as\u00a0layout, networking\u00a0spaces, branding,\u00a0technology and\u00a0sustainability.\u00a0Their insights can\u00a0help organizers\u00a0take their show\u00a0floor experience to\u00a0the next level.\u00a0<\/p>\n Doody:<\/strong> “We want to reinvent our show.”\u00a0That is a common refrain for our own clients and ones coming to us for help as they strategically determine the best course of action for the future of their tradeshows and events. We have been work-ing with organizers for years to make changes both big and\u00a0\u00a0small that create truly compelling experiences for exhibitors, attendees, sponsors, speakers and members. The National Retail Federation is one such group, which completely upended their Shop.org event from the floor layout to the branding scheme to the actual programming. Girl Scouts of America is another that heard the call for change and \u00a0created meaningful spaces where scouts and adult leaders\u00a0could interact with materials, ideas and each other in the midst of the trade-show environment.\u00a0<\/p>\n Doody<\/strong>: Spaces and activities that encourage both structured networking and unstructured networking will play a vital role in\u00a0the future of tradeshows. \u00e2\u20ac\u0153I don\u00e2\u20ac\u2122t want to be sold to\u00e2\u20ac\u009d is a common attendee, perhaps human, complaint, especially from Millennials and those in Gen Z. The trick is to build a tradition of these gath-ering spaces so attendees know where to meet, and so exhibitors and sponsors can send the right personnel to the event, the kind of personnel who understand how to build relationships in these spaces, rather than attempting to close deals in a booth. It\u00e2\u20ac\u2122s a different kind of selling paradigm.\u00c2\u00a0 Dec:<\/strong> The biggest advancements in event technology are its use to make human interaction and understanding even more powerful. This is happening, and very quickly, in two areas: bots and AR\/VR\/MR [augmented, virtual and mixed reality, respectively]. The use of chatbots to answer, via highly respon-sive text, the 60-90 questions common to most events enables organizers to focus on the more value-added and complex needs of attendees, exhibitors and sponsors. Bots also “learn” so they can improve their own interactions with humans during the event and future events. The cost of AR\/VR\/MR\u00a0(especially AR) experiences continues to drop, and so their use to enhance or “transport”\u00a0attendees to places, ideas and even cultures otherwise unreachable on a show floor are taking off. This is particularly true of AR, which adds a digital experience layer to the physical experience in ways that are engaging, empathetic, educational and entertaining.\u00a0<\/p>\n
\nDana Freker Doody, VP, Communications and Public Relations, The Expo Group
\nMeaghan Girouard, Designer, The Expo Group
\nClay Lovelace, VP of Design and Creative Services, GES\u00a0
\nDanielle Puceta, Vice President, Digital Office, Freeman<\/strong><\/p>\nCHANGING FOR THE BETTER<\/h3>\n
![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2018\/06\/97a15485-a27f-42ae-8288-810d6c116279.png\")
<\/p>\n![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2018\/06\/91a5a43a-3eb5-4816-b408-1112c7ae2e64.png\")
<\/p>\nNETWORKING LOUNGES<\/h3>\n
Girouard: <\/strong>Community spaces are very alluring to \u00a0Millennials. Though they are very comfortable with social media and technology, they still look for opportunities to network and engage face-to-face with experts in their field. Creating engaging activations within community spaces thus makes a lasting impression from the overall experience, which gives Millennials that personal sense of community so important to them.<\/p>\n![](\"https:\/\/c1mdevsite.com\/theexpogroup.com\/wp-content\/uploads\/2018\/06\/1946c483-0baa-4ba8-8ee0-8124dbe279bb.png\")
<\/p>\nNEW FRONTIERS IN EVENT TECHNOLOGY<\/h3>\n