Trade-Show Secrets

A clever plan from the DEMA Show improved the flow on the exhibition floor, while rewarding the show's largest exhibitors — and giving the smaller ones greater exposure.

Revenue from exhibitions was slipping at the DEMA Show, the Diving Equipment & Marketing Association’s annual trade show — until show organizers put this new zone plan into place. Revenue is climbing and exhibitors of all sizes are happier, said Tom Ingram, DEMA’s executive director. DEMA Show 2015 brought 10,000 attendees to the Orange County Convention Center this month, where it is held every other year.

Convene Editors