International Vision Expo West now offers first-time tradeshow attendees a host of interactive online and mobile tools to facilitate a confusion-free experience. The seven-step survival guide offers tips and links to new tools to help attendees spend less time asking for directions and more time networking as they navigate the four-day expo in Las Vegas.
“New attendees have a different set of needs than returning attendees,” contends Courtney Muller, group vice president for Reed Exhibitions. “They’re coming into the show very, very clueless and so we realized they needed guidance and help.”
Reed targeted feedback from past attendees, especially through its 10-member attendee advisory board, as a starting point for creating the program, which was first introduced at Vision Expo East. Muller says there is constant communication between organizers and attendees during the show and after.
“I think that all big tradeshows could benefit from this type of program,” Muller says. “Unless you have a tiny show with a small number of people that can easily navigate the space, it’s tough.”
Muller says first-time attendees at Vision Expo West often feel overwhelmed upon arrival as they have either never been to a show before or never one that large.
Almost 14,000 eyecare professionals, 2,000 of them for the first time, are expected to take over the Sands Expo & Convention Center in Las Vegas Oct. 2-5 for the Reed Exhibitions-produced show and navigate through more than 475 exhibitors and 5,000 brands in seven pavilions.
Interactive tools like “My Show Planner” and “Vision Expo Mobile” will help facilitate product and exhibition searches, direct contact with exhibitors for scheduling appointments, creating trip agendas and accessing showfloor plans. Care representatives will also roam the show floor directing and guiding attendees.
Moving forward, Muller says the goal is to increase the overall penetration of the tools at both events.
“Fifteen percent of our audience used the tools at Vision Expo East,” Muller says. “The ones that did really enjoyed what they offered.”