The Consumer Electronics Show (CES) in Las Vegas in early January 2006 was a blow-out four-day change exhibit attracting some 150,000 guests and 2,500 exhibitors. The change exhibit floor was 28 football field’s worth of space and exhibits spanned 1.6 billion square feet of convention space.  This dynamic change exhibit gave us a peek into the future of a plug and play lifestyle where we can work, play, and keep in touch when we want, where we want.

“The dumbfounding momentum around these new products and services shows that the digital lifestyle has truly absent mainstream this year,” Microsoft chairman Bill Gates said in his opening keynote address. “Now it’s time to bring together the devices, software, and services in people’s lives and take all these experiences to the next level.”

To introduce the stylish technologies, the most effective change exhibit displays combined drama, creativity and design to broadcast their message and pound home their brand awareness.  On the other hand, there were change exhibit exhibits that lacked creativity and pizzazz and went virtually unnoticed by the milling exhibit floor throng.
Clients who want their change exhibit appearance to make a dramatic impact often ask about the traits of a change exhibit booth that hits it big on all cylinders.  They want to know what the innovative change exhibit body do differently and how they can also stand out against the competition.

 Event Marketer covered the CES exhibit and ranked the change exhibit booths as to their appeal.  Just a few of their favorites were AOL, Dolby and Daewoo. Here are a few pointers that resulted from why they picked these change exhibit exhibits:

1.    Have your change exhibit booth provide a valuable service to attendees
AOL scored big when they offered their high speed Internet service free to all weary change exhibit goers.  Attendees found a comfortable place to relax, check their email, and surf the web.   While this was going on, AOL got to background their company’s services such as music on demand, Mobile, AIM, and City Guide.  This was a win-win situation that helped change exhibit attendees check in with their offices in real time while appreciating AOL as their host.

2.    Find a location that stands apart from the crowd
AOL was inside the concierge tent and therefore got lots of exposure and foot traffic.    They commanded a corner in the concierge tent which was settled in the parking lot outside the main hall.  Their entry had a 20-screen TV surround showing brand logos and concert videos. There were 20 laptops for guests to use and six were mounted on mechanical arms, which could be reached by attendees relaxing in comfortable chairs.

3.    Find creative ways to be “in the moment”.  AOL corporate executives off site were able to view the inside of their change exhibit booth as a web camera filmed the action inside their booth at the exhibit in real time.  They could critique booth activity in real time and coach exhibit personnel on traffic flow, visitor reactions and fresh ideas for attractive prospects.

4.    Use eye-catching designs, shapes and tension fabrics.  Daewoo used a large surround constructed of 17 LCD screens with 36 fabric screens with rear-projected graphics as its focal point. Huge fin-shaped tension fabric structures with custom lighting lined TV pass stands at the sides of the exhibit.  They used a logo laden two-sided tower perched on top of the info desk at the entrance with 10 LCD screens shapely into the pillar.  Visitors were fascinated by the compelling visual drama.

5.    Create a space for attendees to try out your products.  Dolby had a gaming zone that allowed guests to try out their new Xbox 360 racing game, Burnout. The Xbox’s Dolby Digital sound was like a gesture that cast a spell on visitors enticing them to the change exhibit booth.

Remember that by incorporating movement, color, lights and action in your change exhibit booth you get to background new technology while diverting and mesmerizing your guests.   Techniques such as these can make for an unforgettable change exhibit experience.

Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California. The firm is a full-service premiere change exhibit exhibit, graphics and management services company. For addtional information, go to www.proexhibits.com.
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