Authentic In-booth Engagement Creates Buzz on Healthcare Convention & Exhibitors Association’s Showfloor

June 22, 2014

It’s one thing to build an amazing booth and have the most personable, experienced salespeople possible standing in it, hoping that attendees stop by to check out everything your company has to offer; but it’s a whole other thing to actually do something truly experiential that not only creates a buzz, but also real engagement with possible buyers.

There were several companies at the Healthcare Convention & Exhibitors Association’s recent annual meeting and exhibition, held this week at the Cleveland Convention Center that thought out-of-the-box and made an impression on attendees, many of whom were corporate exhibitors, in more ways than one.

Derse did something very unique and memorable when they sent a pre-event email out asking people to stop by and pick up a special personalized gift in their booth.

Once people got there, there was a few hundred little glass bottles tied to a wall with attendee’s names attached and a message inside.

The message asked people to write down one future personal and professional goal and those answers would be sent back to that individual in two years’ time to see how they were doing. Once the questions were completed, attendees received a gift as well, such as a Starbucks card.

Did it work? Sure did, with people surrounding the booth and creating real interaction with Derse salespeople in the process.

“We wanted to create a more meaningful engagement,” said Susan Reise from Derse’s marketing team.

She added, “We are a face-to-face marketing agency, and we can also help our clients create this kind of experience at their events.”

Over at the Global Experience Specialists’ booth, they had Chef Homaro Cantu from Chicago’s famed Moto Restaurant doing a demo on “the art and science of engagement” (the company’s tagline) with “smart food.”

Attendees were given a small “miracle berry” tablet to place on their tongues that Cantu said would change the flavor of anything sour to sweet – lemon squeezed on Greek plain yogurt transformed into delicious cheesecake and a lime magically tasted just like a sweet orange.

“We want to create healthy junk food,” Cantu said, adding that sugar doesn’t necessarily need to be in our diets.

To encourage people to experiment with cooking on their own, attendees were given GES-branded spatulas and tins of different types of seafood, meat and poultry rubs.

Live Marketing had the opposite idea about sugar, and its booth was packed with bins of candy that were coordinated with the company’s four key ways they want to engage with their clients – authentically, creatively, differently and passionately, said Ryan McArdle-Jaimes, strategic account executive.

“The candies people pick represent how they can engage their attendees in different ways,” he added.

The Access TCA booth also drew people in with its bright colors and bins packed with pressed flower cutouts that actually were wildflower seeds.

Each attendee was handed a little packet and encouraged to pick a few different colored flower cutouts to take home with them.

Maddie Ogren, account manager at the company, said, “People really like the idea. It’s something a little different. It’s one thing that they can take home with them.”

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact