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 11 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:
Microsoft's objective was to reinforce the position of products within a framework of the journey towards Personalised Learning. With Office 2010 and Windows 7 on the market delegates are encouraged to experience the new functionality for themselves and the solution was to dedicate one stands to hands on experience pc pods and the other to a traditional presentation style teaching zone.
Event:
The design of the two stands enabled maximum delegates to attend theatre presentations with the added bonus of them being delivered by real Teachers who shared their positive experiences of the products, with case studies and real life examples, along with Microsoft staff. The number of hands on experience areas was also increased from 15 to 20 to ensure that that post presentation delegates could trial the things they had seen straightaway. Microsoft also ran a series of customer meetings and engagements, with partners, and school briefings with executives.
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:
- Presentation sessions always full reaching in excess of 5,000 attendees
- 1,300 visitor badges scanned from Hands on Experience Areas
- Stand Space x 2 booked for 2011 BETT Show
