Flipped Tradeshow at MACE 2009

Dec 11

Ashley ChalmersTips for Meeting Planners, Trade Shows , , , , No Comments

Yesterday I attended the Potomac Chapter of Meeting Professionals International’s (PMPI) Mid-Atlantic Conference & Exposition (MACE!2009). Instead of a traditional trade show, the event organizers introduced a ‘flipped marketplace’.

The flipped marketplace gave each planner and supplier the opportunity to schedule up to 10 one on one 15 minute-long appointments – with the planners seated at booths and the suppliers moving throughout the room.

Like many attendees, I was skeptical of the marketplace before experiencing it, but found it to be an absolutely brilliant concept.

Why PMPI’s Flipped Marketplace worked:

1. Mutual Interest - suppliers requested appointments with planners (suppliers had access to organization names, planner’s role in the decision making process, location of meetings, budget, average peak room night, and next available planning year…but NOT the planner’s name). The planners could approve or decline the appointment request via email, or propose a new meeting time. Giving both planners and suppliers the ability to choose to meet with one another gave value and meaning to the conversations before they actually even occurred.

    example: When I arrived for the morning introduction session, I took my cup of coffee and introduced myself to the colleague seated next to me at the table. The planner turned out to be one of my appointments for the marketplace! This realization that we had selected one another for the appointment gave us a connection for the rest of the day when our paths crossed.

2. Length of Meeting Time - With a solid 15 minutes to converse, planners and suppliers were able to build solid connections and relationships with one another. This was a refreshing change from the traditional exhibit hall, in which booths often become crowded, making it difficult to have an in-depth conversation. The halls, in general, are constantly in a flow of motion; it is rare for a planner to spend 15 minutes of their time in the hall at one booth…and who can blame them. The 15 minute appointments allowed both planner and supplier to walk away with knowledge and understanding of one another that will not be forgotten as easily as tossing a business card into a drawing for a give-away while walking past a booth.

3. Supplier Cost - While suppliers did pay to participate in the Flipped Marketplace, the cost compared to that of booth space, decorations, furniture, internet, electric, carpet, popcorn machine, etc. was very reasonable; especially when the quality of interactions with attendees and ROI is factored in.

4. Scheduling - The time period for the marketplace did not coincide with any educational sessions. This allowed for the largest possible number of participants at the marketplace, and eliminated the possibility of distraction.

5. Spotme Devices -Spotme, a networking and data gathering handheld device company, provided every show attendee with a device for the day. These devices are far more valuable than electronic scanners. Spotme electronically transfers business cards by touching the devices to one another – no paper involved. Attendee’s appointment schedules were preloaded onto the devices, as well as a photo. The search component allowed users to search for individuals by company or name, and see the person’s photo. Setting the scan feature for an individual causes the device to vibrate when the individual enters the room. This is extremely helpful in a large conference area. Electronic surveys for sessions appeared on the devices at the end of each session. Maps of the Flipped Marketplace as well as the corridor of the conference center were also loaded onto the devices. The devices, overall, contributed to the ease and flow of the day.

For its first year, I believe the Flipped Marketplace at MACE was a huge success among both planners and suppliers. There are a few kinks that will most likely be ironed out for 2010, and the show organizers were very eager to hear feedback.

Kudos to PMPI for successfully implementing the Flipped Marketplace. The meetings industry should be experimenting and constantly pushing forth new ideas; I believe this concept has done just that!