| When trade show exhibit goers walk the vast exhibit | | | | photos and videos of a working model-train village |
| hall floors and come upon highly creative, interactive | | | | choo-chooing away in their center island. |
| trade show displays, they get to stop and join in some | | | | Dolby -- A TrueHD Theater was Dolby's centerpiece |
| fun. The trade show attendee becomes part of the | | | | to run demos of its high-definition audio technology. |
| exhibit. | | | | Separate semi-enclosed zones showed off Dolby's |
| By using experiential activity, the trade show exhibitor | | | | audio technology for HDTV home theaters, |
| not only entertains but also educates their key | | | | surround-sound video gaming, and PC home audio. |
| customer prospects with entertaining hands-on | | | | The gaming zone offered visitors a chance to try |
| experiences. | | | | Burnout, the new Xbox 360 racing game. The Xbox's |
| Why are such participatory activities important at trade | | | | Dolby Digital sound technology seduced game |
| shows? Quite simply: they boost traffic to the trade | | | | enthusiasts to come try their new products. |
| show exhibit site, leading to product interest and often | | | | Garmin -- Several interactive demonstration stations |
| substantial sales from experiencing first hand a | | | | helped Garmin get its portable navigation systems into |
| dynamic new product. | | | | people's hands. Two circular islands each featured |
| When Event Marketer covered the Consumer | | | | eight handheld navigation units for visitors to try, while |
| Electronics Show (CES) in Las Vegas in early January | | | | plasma screens atop the stations ran videos about the |
| 2006, they found exceptional trade show exhibits that | | | | products. |
| offered interactive experiences. | | | | Nokia - The company divided sections of the trade |
| Here are a few exhibitors whose hands-on trade | | | | show exhibit-which featured everything from its mobile |
| show displays showcased new product trials on the | | | | office products to its latest Bluetooth-capable |
| trade show floor: | | | | phones-to create individual environments for products |
| Canon -- Canon's goal was to get attendees' hands | | | | and presentations. Visitors checked out the products |
| on its products. They had three hands-on display | | | | on tables on the main floor. |
| islands staffed by representatives. One of the islands | | | | Nokia created interactivity with touch-screen computer |
| featured PowerShot and EOS cameras and | | | | kiosk booths, where trade show attendees could learn |
| camcorders, another showcased printers, and the third | | | | more about key product features. |
| island featured smaller digital cameras and | | | | Remember that people want to try before they buy. |
| camcorders. | | | | At trade shows, they want to see for themselves and |
| Canon also had a theater that mimicked a working film | | | | be part of the action. That is why the use of |
| set with camera booms and professional stage lighting. | | | | interactivity works especially well at trade show |
| Visitors demonstrated Canon's new products and took | | | | displays that introduce new products and services. |