Why Expo Managers Need to Think Like Retailers

Exhibition organizers can increase their exhibitors’ return on investment by taking a few tips from supermarkets and department stores.

The design of exhibit floors and booths can have a dramatic impact on attendee traffic and behavior, explained Mike Cooke, chief executive officer, DMG World Media, Braintree, Mass., during a presentation at the recent Exhibition and Convention Executives Forum in Washington, D.C. By taking a cue from how retailers engage customers, exhibition organiz

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