This year, the education-focused ASCD decided to make its own brand more prominent at its 10,800-attendee conference last month in Chicago. The "ASCD Center"resulted in huge awareness andrecord product sales, says marketing directorJames Mahoney. Here's why:
1. Location, Location, Location
The 16,500 square foot exhibit space was strategically located in the back of the exhibit hall so attendees could walk through and see other exhibitors on their way to ASCD's center. In previous years, the association's exhibit presence was not as robust, James says.
2. Go Hi-tech
Several sessions were streamed into the center--along with a 30-foot wide Tweet wall-- so attendees could know what was happening at the different sessions. The event hashtag was used nearly 28,000 times during the five-day event.James says the center was a great way to show off the association'sbrand to the nearly 60% of attendees who were first-timers.
3. Keep Everyone Together
Creating the ASCD Center helped attendees connect with the association and each other and reinforcedthe association brand. Itdid everything from sell books on education and have demos and workshops to hold standing-room only author talks and improv performances on hot education topics. The association had never planned such elaborate events in its own exhibit space.
3a. James's Bonus Tips For a Great Exhibit Center
Develop activities that can showcase the different elements of your organization that also fit with audience needs.
Topic-specific activities attract more people than product-specific activities
Make it a fun place.
