At last year's BlogHer Conference we set up a Vendor Alley where exhibiting sponsors could demo products and chat with attendees. For the most part, Vendor Alley was a success, but we knew we could improve it by:
1. Offering even more visibility. Sure, on the floor plan of Tech Mart, Vendor Alley is in the center of everything, but the map didn't account for a 5-foot wall that cordoned the vendors off from everyone else.
2. Integrating the exhibiting sponsors with the programming a bit more. Note that I didn't say REPLACE the programming with exhibiting sponsor content. The two should not compete, but if an attendee wants to learn about, say, podcasting, and then talk to some providers on her own free time, we should make it easy for her to get all the information she needs.
3. Naming the exhibiting sponsor area something other than Vendor Alley. The name is kind of cool, but it's also too reminiscent of darkly-lit, forgotten areas where people throw out their trash. We want to provide a meeting place for commerce and illumination.
We've witnessed a number of approaches to featuring sponsors--some less appealing than others. BlogOn provided an Innovators Series that included 15 to 20-minute demos in-between sessions. This turned off a few attendees, who preferred to view demos and talk to vendors at thier leisure, not during prime content time, even if some of the presentations were interesting and useful.
We've witnessed the Holding Pen Approach to exhibiting sponsors, where in an attempt to keep sponsors and content separate, vendors are relegated to their own lonely room, away from the hot debates and natural walking patterns of the crowd. At least the exhibitors can catch up on some sleep.
We found ourselves in an interesting position this year, wanting to please our sponsors, but not wanting to infuriate attendees who invested time and money to get a non-commercial education. And we couldn't forget those press, IT decisionmakers, and tech heads who attend conferences to get their dose of the latest, greatest products. They want to hang out with the exhibitors and see demos. We think we've come up with a solution and we hope you'll let us know what you think about it and who you will want to see in the Exhibition Area of BlogHer '06.
We propose an Exhibitor Pavilion, separate from but located near the centrally located Exhibitor Area, where sponsors can schedule public presentations, and where BlogHer attendees may go at their leisure to hear about product launches and upgrades and view demos. We would publish a schedule so attendees knew when presentations of interest were being held. Sponsors would have the option of adding to their presence at BlogHer by offering presentations Comdex or Seybold-style in a theater setting.
Attendees, we're wondering: Would you find this feature helpful? Would you be willing to see demos scheduled during content sessions, or would you want these relegated to only breaks and networking times?
Sponsors: Would you find the additional exposure useful to you?
We're presenting this option to sponsors now. I'll follow up with feedback we receive.
Exhibitor Pavilion - this sounds ideal, and the schedule is a must. Great plan!
I must say your #2 is music to my ears.
I'm not really sure Blogher is for those "who attend conferences to get their dose of the latest, greatest products." But I suppose it may morph that way. (But then, wouldn't it be competing with other conferences that are already very skilled at doing this?)
And of course I understand the need for a certain amount of sponsorship and demo tables, in order to fund the conference (and also it lends an air of legitimacy and prestige). So the exhibitor pavillion idea sounds like a great idea.
Should I give a cheerleading "whoo-hoo" now, in the spirit of BlogHer..?
WHOO-HOO!
Posted by: Sour Duck | January 02, 2006 at 01:54 PM
Great post about this discussion Jory.
I encourage our exhibitors to demo anything important during the breaks and during the meals. If I were an exhibitor, I wouldn't miss the sessions myself for anything. Talk about free research. . .
Posted by: Lisa Stone | January 02, 2006 at 02:51 PM
I think the pavilion idea is great. I would like to suggest that there be one or two "no-conflict" blocks of time where no sessions or meals are scheduled so that vendors have a chance to promote and demo their products to a wide audience.
Also, an "opening reception" for the pavilion might be a way to draw more attendees to the vendors.
Posted by: tricia | January 06, 2006 at 10:03 AM