This book includes a plain text version that is designed for high accessibility. To use this version please follow this link.
Catchy Concept The ‘Books on Bugs’ section of IDWeek’s show floor is a lounge area where attendees


— many of whom crave some alone time — can relax with their book purchases.


[trade-show] aisles,” said John Buckley, CMP, IDSA’s director of meeting services. Buckley instead designs the floor more like a maze (with the exception of the straight aisles that are required by the fire marshal). He’s found that to be an effec- tive way to channel attendees through the entire hall, where they’re more likely to stop by multiple booths rather than beeline for the particular one they’re looking for. “I also try to put numbers to each booth as a decal on the floor,” Buckley said, “because people don’t always want to make eye contact — they want to walk.” Poster sessions are a big part of IDWeek, so Buckley sets up


bigger audience, is the “Books on Bugs” section of the show floor, located within Publisher Row, where medical and pharmacological book publishers set up their booths. “What we found is that a lot of our attendees are introverts,” Har- wood said. “They don’t necessarily like to go up and talk to an exhibit representative, particularly if they’re going to the book section.” Books on Bugs offers Wi-Fi and coffee for sale and attendees can sit and read without feeling pressured to engage with exhibitors. It is located right in the middle of the exhibit floor, Harwood said, so it “naturally draws people in.” The design of the show floor itself is another important aspect of IDWeek. “I try to stay away from the traditional


posters in an area accessible only by entering into the exhibit hall. Lunch is served during exhibition hours. “I eliminate the ‘box’ part of the box lunch,” Buckley said. With a coupon, attendees pick up three items that “do not fare well in an attendee bag” like pizza or a sandwich with fruit and a drink. Buckley purposesly places limited rounds of ten in the back of the hall, but also many highboys throughout the show-floor aisles. “With limited items to eat,” he said, “attendees are done quickly and exhibitors have an audience.”


. — Katie Kervin For more information: idweek.org


PCMA.ORG


JULY 2013 PCMA CONVENE


65


ART CREDIT


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116