Demo stations and press corners

The reveal takes a few minutes. What follows takes the rest of the evening, and it is where guests actually come to understand the product. In a convention hall you have the space to do this well, as long as every zone has a clear job.

Demo stations that teach

Spread stations out so queues do not block walkways. Staff each one with someone who knows the product properly, not a greeter reading a card. Give every station one key message, so a guest who visits three of them leaves with a single, consistent story rather than three half stories.

A corner for the press

Journalists and content creators work to deadlines. Give them a media wall for photos, a quieter spot for interviews and a set window with your spokespeople. A short fact sheet and approved images save everyone time. Brief spokespeople on which topics are not yet public.

For more on how these zones fit together in a large hall, see Get Out! Events on demos and media at a Suntec launch, which also covers the reception and lead capture.

Moments worth sharing

One or two photo points tied to the product travel further than a generic backdrop. Put the hashtag or handle where people naturally pause. If you are streaming the reveal, give one person the job of watching comments and passing good questions to the host.

Capture interest on the spot

Decide before the day how trade guests register interest. A quick scan or short form at each station is easier to follow up than a pile of business cards. Tell staff exactly what to note so the sales team can start the next morning.

Walk it the day before

Walk every zone with the product team before guests arrive. Moving a station away from a draughty door or raising a display is easy then and impossible once the room is full.