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