Technology

Vendors rally around daily themes at Amsterdam real estate conference

Providing an engaging experience can keep attendees on the show floor, attract more business

These booths are made for walking. I walked around the trade show floor at the Provada real estate conference in Amsterdam on Wednesday and a few things became immediately apparent. First, the booths were amazing -- great color, great shapes, great use of signage and surface. Some had mini-restaurants with chefs. Some had scale models of buildings or city blocks or entire cities. Some had presentation theaters with audiovisual technicians and gear. Some had all three. There weren't any folding tables anywhere that I recall. Even at the restaurants. There weren't any sad banners that had been recycled from show to show. Well, to be fair, I have no idea if their freestanding stuff is recycled from show to show because this is the first time I've seen a trade show in the Netherlands. But I also didn't see anything that looked like it was made at Kinko's. I had a very hard time coming up with a single trade show booth I'd seen at a U.S. real estate conference that wouldn'...