Design Your Tradeshow Floor Like a Shopping Mall to Add Value for Exhibitors

Design Your Tradeshow Floor Like a Shopping Mall to Add Value for Exhibitors

By: Tom Ingram

A shopping mall uses large stores to draw shoppers and drive foot traffic throughout the rest of the mall. The same design principle can be applied to an association tradeshow floor. The Diving Equipment and Marketing Association built "magnet zones" into its tradeshows in 2010 and 2011 and has drawn above-average exhibit sales in a down economy.

Like many tradeshows, the Diving Equipment and Marketing Association's annual tradeshow (DEMA Show) is impacted by changes in the economy and by ways companies and individuals make purchases. Tradeshows must search for ways to improve their return on the exhibitor's investment or face the prospect of a shrinking exhibitor base. DEMA Show was and is no exception. ...