out. This provides opportunities on many levels. Simple changes like replacing ses- sion handouts with links to PDFs that can be viewed on smartphones or printed event guides being converted to search- able apps are already occurring. We've started doing those things at DMAI's Destinations Showcase Conference and Expos this year.”
Next, he says to look for GPS and QRC (Quick Response Codes) technology to be incorporated more into expo hall experiences. “It probably won't be long before we're all touching phones to exchange virtual business cards. Won't it be nice when we no longer need to carry around tote bags full of information or wave the badges around our necks in front of lead retrieval scanners?”
Maurer says that technology has had an enormous impact on trade shows, and it has been, for the most part, positive. “People now have the ability to communi- cate from the trade show floor about the booths and the show to others outside. It can have a big impact on the success of your show both individually and collec- tively. Tools such as QRC make it possible for attendees to scan barcodes using their smartphones in order to get more infor- mation about products. People are Tweeting about what they are seeing and posting pictures and updates on Facebook. It’s great to have the ability to spread information so rapidly and gain instant feedback on how we are doing.”
“Our website is an important use of tech- nology for our show,” says Knight. “Since AIBTM is an appointment-based show that provides for one-to-one interaction between buyer and exhibitor, we provide our hosted buyers with the opportunity to use our website for setting up their appointments.”
In addition, a new mobile application, AIBTM Mobile - developed by Sherpa Solutions - will be launched at AIBTM 2011. Available on iPhone, Android and Blackberry, AIBTM Mobile will enable trade buyers to access detailed informa- tion about exhibitors to help them deter- mine which are a priority to visit. The app also will provide a show floor map guid- ing buyers to booths.
36 May June 2011
A unique feature of the application allows Hosted Buyers to access instant informa- tion about their appointments, and enables them to keep track of all their exhibitor meetings, as well. AIBTM Mobile also will help attendees navigate the show floor, providing an interactive floor plan as well as ‘way finding’ capabilities.
On with the Show
Lutsko notes that everyone is busier these days. People have more responsibility, less time and tighter budgets than ever before. As a result, attendees and exhibitors alike are being more strategic and selective about which shows they participate in.
This results in trade shows being more competitive than they were a few years ago, and that results in better experiences for attendees as well as a more qualified attendee base for exhibitors, Lutsko adds.
One thing that sets DMAI’s Destinations Showcase events apart, he notes, is the fact that their shows focus on destination marketing organizations (DMO).
At these shows, each exhibiting DMO pro- vides centralized information on the best deals, meeting facilities, exhibit space and hotel room availability, along with attrac- tions and unique venues in the city or region that they represent. Individual facil- ities, hotels and chains are not permitted to exhibit. Additionally, he notes, DMOs are conveniently arranged in geographic regions on the trade show floor.
According to Knight, AIBTM is the latest trade show within Reed Exhibition’s meet- ing and event industry portfolio, and is the first in the U.S.
Additional shows include: EIBTM, which takes place in Barcelona, Spain; GIBTM in Abu Dhabi, United Arab Emirates; CIBTM in Beijing, China; and AIME in Melbourne, Australia.
For their inaugural U.S. show, Knight says that AIBTM chose Baltimore as its host city and the Baltimore Convention Center as its host venue for a variety of reasons. “For one, its accessibility. Baltimore is easy to reach by car and air, with major high-
ways and three airports nearby, including one downtown. Taking the train from New York to Baltimore is convenient, too, as the trip takes about 2-1/2 hours.
Travelers
from Philadelphia and Washington, DC can arrive in even less time.”
Knight adds that other considerations include the fact that the Baltimore area is a huge association market, and approxi- mately 13,000 meeting planners work within a short distance of the city. “Plus, Baltimore’s Inner Harbor is very attractive, and the city has a compact and business- oriented downtown... AIBTM will take place annually, and the show has commit- ted to return to Baltimore for a minimum of three years.”
For the Morgantown Event Center at the Waterfront Place Hotel in Morgantown, West Virginia, Maurer says that his proper- ty is fortunate to be located in close prox- imity to many high population centers.
“Our location is key,” observes Maurer, “making us an affordable alternative to larger cities such as Pittsburgh and Washington, DC. With over 30,000-square feet of space, we can accommodate near- ly 150 booths, educational sessions and banquets at the same time.”
The Morgantown Event Center is very ver- satile, and able to accommodate a wide variety of functions. Since its opening a little more than a year ago, the center has played host to trade shows, high profile music concerts, banquets and even live sporting events.
Philadelphia, another already great meet- ing and convention destination in the region, recently got even better.
“The expansion of the Pennsylvania Convention Center has had a big impact,” notes Richards. “They say that ‘bigger is better,’ and for both the convention cen- ter and Philadelphia, that is absolutely true. The March 2011 expansion of the center has made it the 14th largest con- vention facility in the nation, and has helped to secure $2.7 billion in future business. Having increased the venue’s capacity by 62 percent, the center now is able to host one large trade show or two conventions simultaneously.”
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