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

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