Concentric trade show design supports turnkey sponsor experience

Cisco Internet of Things World Forum

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Designing a trade show environment that amplifies engagement

Connection is at the core of Cisco’s brand. It should be reflected in its event marketing strategy, too. When the global leader in connected IT solutions was tapped to host the Internet of Things World Forum (IoTWF) in Dubai, leaders saw an opportunity to unify partners and attendees. Tying the tech industry event into Cisco’s Smart+Connected Communities portfolio meant traditional trade show design wouldn’t do.

Dubai is touted as one of the world’s most technologically advanced cities. Hosting in the ultramodern Gulf community inspired a fresh approach to a dynamic expo design. Cisco created a consistent look and feel for the entire floor, and infused their messaging and branding throughout the space. Sponsors plugged into a customized show layout instead of bringing their own booths.

The central trade show hub flowed like a well-planned, circular city. Sponsors stepped into a completely turnkey experience, enjoying meticulously managed labor crews and third-party vendors. Attendees could stroll through the central hub, which functioned like a town square. From there, they could visit vendors, connect with friends at an eatery or network at an on-demand café, and gather in the theater space. Every curve encouraged interactions and engagement, and the latest technology was at the core of the experience.

Event Strategy

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Technical Production

Creative Services

Connected event design spurs strong ROI

Creating a concentric layout was worth the design complexity. This trade show “in the round” brought new energy to engagement and promoted relationship growth. It communicated cohesion and fostered a natural flow that led to organic conversations and valuable conversions.

“The leads generated are much more than last year,” a rep from ZillionSource shared.

Cisco’s goal to create a cost-positive sponsor engagement program was met. Sold-out sponsorships subsidized the spend, with a 60% increase in sales revenue. The event reached a 160% increase in the number of sponsors, year-over-year, with tiered levels of participation for booth size, scale and inclusion offering. A Startup Showcase made room for smaller sponsors and incubated innovation. Corporate event partners were engaged and impressed as well.

“We do many events, and we have never had one point of contact [for sponsors] or someone available 24/7 as Hartmann was,” an international executive communications manager from 3M commented.

The tradeshow’s luxury look was complemented by executive roundtables and press conferences that generated buzz for the brand. Cisco’s splash even attracted the interest of the Crown Prince of Dubai. The biggest benefit, however, was the ROI partners received and the confidence they felt throughout the process.

“Great event, very well organized, really good mix of vendors and customers,” said a team lead from the UAE telecommunications company Etisalat. “We couldn’t have asked for more during the pre-, on-site and post-event [sponsorship] planning.”

59,202

square feet of exhibit space

15,000+

attendees

160%

increase in number of sponsors YoY

60%

increase in sales revenue of sponsorships

custom turnkey exhibits

unique theaters

nontraditional, urban-inspired gathering space