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A new direction for Apple

April 4, 2013 |

“We’re at stand 201. Turn left after the registration area, right after the central cafe and walk towards the lecture area, near the cloakroom. ”

An exhibition hall can be a confusing space and part of any challenge pre-event is ensuring everyone (potential visitors/leads and staff) know where you’re going to be amongst several rooms of some several thousand people.

Of course, good design can overcome this hurdle in part and help your stand, urm, stand out, but news of Apple’s investment in internal mapping this week could well be a sign of better things to come.

A host of businesses have already signed up to be featured, and the potential for conference venue and exhibition organisers is obvious. The challenge for exhibitors then is how to attract those who have pre-planned where they want to go and might already pre-event be mentally striding past your stand!

Exhibition research shows that 76 per cent of visitors arrive at an exhibition with a fixed agenda. If they don’t know you are exhibiting, the chances are they won’t find you – particularly in a large show – so it would seem they are less likely to stroll past if better ‘live’ mapping enables them to find named contacts on their tablet or smartphone.

No doubt the most successful exhibitors are already considering how to capitalise on the technology and make the most of the advantages it could bring. A treasure hunt to find people or objects, as shown on the map, or a digital orienteering course would be two ideas, but the concept of a Harry Potter Marauder Map showing a detailed layout of a venue and the location of named individuals is something that Apple will hope will bear fruit. More so than their first attempts at external maps last year at least.

Check out our exhibition tips which are packed full of advice to for all would-be exhibitors needing practical advice and ideas about what makes for a successful show.

As for where you’ll find us next, it’s here at Marketing Week Live on stand B130.

Look out for the news items in coming weeks as for our plans to ensure we’re really put on the map.

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