Taking the risk out of BETT’ing
Objective:
Exhibiting each year at the same event to the same audience can be a challenge. Microsoft and BBL have been facing this challenge at the BETT show for the past 8 years. Each year the exhibition space needs to adapt but retain the areas that feedback shows work for the attendees. BETT is the leading event for educational technology aimed at the teaching profession.
Plan:
With a new version of Office and Windows on the market delegates would need to be able to experience the new functionality for themselves, the solution was to dedicate a section of the stand to hands on experience pc pods and a section to a traditional presentation style teaching zone.
Event:
The stand design enabled maximum delegates to attended theatre presentations with the added bonus of presentations being delivered by real Teachers who shared their positive experiences of the products, with case studies and real life examples. The number of hands on experience areas was also increased and staffing levels ensured that these were always manned by at least two people to cope with the delegate demand and ensure that post presentation delegates could to go straight to trial the things they had seen.
Success:
With the theatres always full and sales leads targets met, the show created a great buzz around the new products and things that people could achieve with them in their teaching environments.
Statistics:
- 300 sales leads
- presentation sessions always full
- 1,830 visitor badges scanned
- Larger stand booked for 2008 to increase areas that worked well
