| The Consumer Electronics Show (CES) in Las | | | | AOL was inside the concierge tent and therefore |
| Vegas in early January 2006 was a blow-out | | | | got lots of exposure and foot traffic. They |
| four-day trade show attracting some 150,000 | | | | commanded a corner in the concierge tent which |
| guests and 2,500 exhibitors. The trade show floor | | | | was located in the parking lot outside the main hall. |
| was 28 football field's worth of space and exhibits | | | | Their entry had a 20-screen TV wall showing |
| spanned 1.6 billion square feet of convention | | | | brand logos and concert videos. There were 20 |
| space. This dynamic trade show gave us a peek | | | | laptops for guests to use and six were mounted |
| into the future of a plug and play lifestyle where | | | | on mechanical arms, which could be reached by |
| we can work, play, and keep in touch when we | | | | attendees relaxing in comfortable chairs.3. Find |
| want, where we want."The incredible momentum | | | | creative ways to be "in the moment". AOL |
| around these new products and services shows | | | | corporate executives off site were able to view |
| that the digital lifestyle has truly gone mainstream | | | | the inside of their trade show booth as a web |
| this year," Microsoft chairman Bill Gates said in his | | | | camera filmed the action inside their booth at the |
| opening keynote address. "Now it's time to bring | | | | show in real time. They could critique booth |
| together the devices, software, and services in | | | | activity in real time and coach exhibit personnel on |
| people's lives and take all these experiences to | | | | traffic flow, visitor reactions and fresh ideas for |
| the next level."To introduce the latest | | | | engaging prospects.4. Use eye-catching designs, |
| technologies, the most effective trade show | | | | shapes and tension fabrics. Daewoo used a large |
| displays combined drama, creativity and design to | | | | wall constructed of 17 LCD screens with 36 fabric |
| broadcast their message and pound home their | | | | screens with rear-projected graphics as its focal |
| brand awareness. On the other hand, there were | | | | point. Huge fin-shaped tension fabric structures |
| trade show exhibits that lacked creativity and | | | | with custom lighting lined TV display stands at the |
| pizzazz and went virtually unnoticed by the milling | | | | sides of the exhibit. They used a logo laden |
| show floor throng.Clients who want their trade | | | | two-sided tower perched on top of the info desk |
| show appearance to make a dramatic impact | | | | at the entrance with 10 LCD screens built into the |
| often ask about the traits of a trade show booth | | | | pillar. Visitors were fascinated by the compelling |
| that hits it big on all cylinders. They want to know | | | | visual drama.5. Create a space for attendees to |
| what the innovative trade show leaders do | | | | try out your products. Dolby had a gaming zone |
| differently and how they can also stand out | | | | that allowed guests to try out their new Xbox |
| against the competition.Event Marketer covered | | | | 360 racing game, Burnout. The Xbox's Dolby |
| the CES show and ranked the trade show booths | | | | Digital sound was like a beckon that cast a spell |
| as to their appeal. Just a few of their favorites | | | | on visitors alluring them to the trade show |
| were AOL, Dolby and Daewoo. Here are a few | | | | booth.Remember that by incorporating |
| pointers that resulted from why they picked | | | | movement, color, lights and action in your trade |
| these trade show exhibits:1. Have your trade | | | | show booth you get to showcase new |
| show booth provide a valuable service to | | | | technology while entertaining and mesmerizing |
| attendeesAOL scored big when they offered their | | | | your guests. Techniques such as these can make |
| high speed Internet service free to all weary | | | | for an unforgettable trade show experience.Dick |
| trade show goers. Attendees found a | | | | Wheeler is President of Professional Exhibits & |
| comfortable place to relax, check their email, and | | | | Graphics headquartered in Sunnyvale, California. He |
| surf the web. While this was going on, AOL got to | | | | has over 20 years experience in sales and |
| showcase their company's services such as music | | | | marketing and has won numerous awards. His |
| on demand, Mobile, AIM, and City Guide. This was | | | | firm is a full-service premiere trade show exhibit, |
| a win-win situation that helped trade show | | | | graphics and management services company with |
| attendees check in with their offices in real time | | | | showrooms in Sacramento and Sunnyvale, |
| while appreciating AOL as their host.2. Find a | | | | California. |
| location that stands apart from the crowd | | | | |