The way B2B professionals buy in the 21st century has evolved. A significant amount of research is done online before speaking to a salesperson. More stakeholders are involved in the buying process now and decisions favor companies who add value and insight before the sale. The old “push” strategy used in most expos no longer works. You must develop a strong “pull” strategy that provides unique learning and engagement experiences in a “solution-centered” expo environment if you want your show to survive and thrive.
In this session, we will share the success stories and learnings to help organizers consider how they may be able to implement these concepts into their expo floor design and business model. Innovative concepts include a Mentor Neighborhood, Bright Ideas Theater, Re-Branding, placement, funding and experience design.
- Discovering the realities of the modern B2B buyer.
- Learning from several failed attempts for show floor solution-based experiences.
- The unexpected positive feedback and excitement from big sponsors for creating show floor theaters/experiences and their willingness to fund them. Turned out they were wanting to change the way they interacted with the attendees but didn’t know how.