MAY 12-14 ERNEST N. MORIAL CONVENTION CENTER NEW ORLEANS EXHIBITOR PROSPECTUS
REACH THE ARCHITECTS, DESIGNERS AND VISIONARIES WHO ARE CHANGING THE WORLD.
In May, the nation’s leading architects and design professionals will gather in New Orleans for the AIA 2011 National Convention and Design Exposition, their premier event of the year. They’ll come to learn about the products, technologies and innovations that will inform their designs and set the course—not only for the future of their own individual practices, but for the entire building industry. At AIA Expo2011, you will have unparalleled access to the influential front-line professionals who drive the industry. More than any other group, these architectural innovators have the power to shape your sales success. This year, the AIA national convention and expo has been revolutionized, re-envisioned and reinvented to turn up the “wow factor.” Expect a vibrant, innovation-filled environment that’s surging with new excitement, new opportunities, and best of all, new faces. Meet and engage them here.
ARCHITECTS DRIVE BUSINESS
The American Institute of Architects has been the leading professional membership organization for architects, emerging professionals, and allied partners since 1857. As the industry’s most respected resource, the AIA’s high quality database of more than 170,000* can work for you! *AIA members, nonmembers, past convention attendees and the Hanley Wood Architect Network of industry publications including Architect, Architectural Lighting, EcoHome, EcoStructure, ProAV and Residential Architect.
www.aia.org/convention
Even in the current economy, the construction industry is experiencing constant activity, with more than $1 trillion in total construction spending reported last year, and accelerated growth in sectors such as healthcare and education.* Driving that trillion-dollar business: architects, who lead the majority of these projects and are transforming the built environment with their visionary designs and demand for innovation. As the markets rebound, it is more important than ever for you to establish your brand among these gatekeepers of the commercial and residential construction industry. At AIA Expo2011, you have that opportunity. *SOURCES: FMI’s Construction Outlook, Q2 2010 Report; Joint Center for Housing Studies at Harvard University; U.S. Census Bureau. Excludes public works spending.
QUALITY MATTERS Give your company the opportunity to be seen, considered, and chosen—before the build. The AIA 2011 National Convention and Design Exposition delivers the important decision makers and key influencers you need to see—top level principals, partners and designers who determine budgets, choose vendors and specify products. These standard-setting professionals may be hard to reach any other way. Make certain they see you here. The AIA Expo2011 brings together architecture, building, and design industry professionals, including b b b b b b
Architects Principals Designers Planners Suppliers Landscape Architects
b b b b b
Interior Designers Builders Contractors Project Managers Emerging Professionals
QUALITY TIME WITH QUALIFIED PROFESSIONALS ▪ 9 out of 10 convention attendees have buying power within their organization and 84% are likely to make a buying decision based on the products and services they find on the expo floor. b 6 3% stated exhibiting companies and new product introductions significantly influenced their decision to attend. AIA members who attend the conference and expo are highly educated and experienced.
YEARS OF PRACTICE 30 years or more 21-30 years 11-20 years 5-10 years 5 years or fewer
24% 30% 17% 9% 20%
SOURCE: 2010 attendee survey
HARD-TO-REACH MOVERS AND SHAKERS
DECISION MAKERS RESPONSIBLE FOR A WIDE VARIETY OF PROJECTS
Principal/Partner 45%
Office 61%
Architect/Designer 20%
Single-family Residential
Vice President/Associate
6%
Retail/Food Service/Warehouses 43%
14%
Healthcare 38%
Manager/Project Manager
Other 15%
SOURCE: AIA July 2010 member survey
45%
Multifamily Residential
37%
Education (K-12)
33%
Local Government
26%
QUALIFIED PROFESSIONALS FROM EVERY INDUSTRY SEGMENT Architecture, A/E or E/A
59%
Government 9% Consulting 8% Manufacturing 3% Education 3% Design Build
2%
Contractor/Builder/ 4% Construction Management 0% Interior Design/ Space Planning 0%
1%
Planning/Urban Planning
1%
Facility Management/ Development 0%
2%
MAKE THE CONNECTIONS THAT MATTER.
SECURE YOUR EXHIBIT SPACE TODAY.
Institutional 1% Other 7% SOURCE: 2010 convention attendee demographic
www.aia.org/convention
AIA EXPO2011
REVOLUTIONIZED This year’s national convention and expo is guided by a clear vision— one that boldly addresses the challenges facing the clients and communities that architects serve today. With innovation at every level and inspiration around every corner, this year’s expo experience has been re-invented to offer you new and improved opportunities to engage attendees while showcasing your products and services. Dynamic, dramatic and visually inspiring, the AIA Expo2011 is designed to maximize traffic and increase your exposure to a highly qualified audience.
NEW! THE AVENUE It’s the “Main Street” of Expo2011, a 700 foot long promenade designed as the magnetic center; a huge, vibrant avenue that will traverse the entire show floor. Coupled with hours of dedicated expo time each day, The Avenue will build and maintain attendee traffic where it counts most, giving you more opportunities to talk with serious, qualified influencers and decision-makers. The Avenue will feature: bD istinctive public spaces to gather and interact, with activities designed to attract attendees to the expo floor throughout the three-day show; bP opular amenities, from Product Pavilions and an Innovation Gallery to New Orleans-flavored music and Guest Chef Cafe, Internet coffee shop, and an AIA Bookstore with a packed schedule of book signings; and bA circulation that’s anchored with the General Session Hall at one end and the AIA Town Square at the other end. The organizing principle and urban orientation will help attendees plan a thoughtful exploration of the show floor and reduce the potentially chaotic feeling of the traditional expo experience. Big Idea at the Epicenter of Action The Avenue is where your company can also demonstrate a commitment to sustainability and social responsibility. In partnership with Tulane University’s URBANbuild project, the materials and products used to build and operate The Avenue will be reused to create the 2011 URBANbuild house. Tulane students and instructors will create a “kit of parts,” from The Avenue. Everything from wood studs, joists, beams and plywood sheets to insulation, lighting, carpet, and wood flooring, will be disassembled, palletized and eventually shipped to the construction site where a house will be built for a deserving New Orleans’ family. Gain added visibility for your company along The Avenue through a variety of innovative and customizable sponsorship opportunities that directly connect with the theme of the AIA Convention.
AIA 2011 NATIONAL CONVENTION AND DESIGN EXPOSITION MAY 12-14 ERNEST N. MORIAL CONVENTION CENTER NEW ORLEANS www.aia.org/convention
RESULTS DELIVERED Return on your investment is a must—and AIA 2011 National Convention and Design Exposition delivers the high-quality audience that has the power to generate leads and maximize your investment in the expo. Past events have proven successful for hundreds of exhibitors; with a more aggressive marketing campaign and the many exciting enhancements on this year’s expo floor, expect even bigger things in 2011. Trade show trends indicate b E ight out of 10 exhibiting companies identified new prospects. b T hree out of four exhibitors met onsite with prospects with whom they do not normally have access.
TARGETING THE ARCHITECTURAL DESIGN COMMUNITY WITH EXPANDED REACH AND AGGRESSIVE MARKETING Exhibitors at AIA Expo2011 will benefit from an expanded marketing program that focuses on improving the reach, frequency and effectiveness of AIA’s attendee acquisition campaign. The new marketing plan will target more than double the number of commercial and residential architects and industry professionals with a dynamic multi-media, multi-channel campaign designed to increase the attendance of serious, qualified professionals. The strategy takes advantage of the AIA’s newly formed partnership with Hanley Wood Exhibitions, the leading exhibition producer in commercial and residential construction, and the comprehensive Hanley Wood Architect Network. Hanley Wood is able to provide proven and effective turnkey marketing support, robust editorial coverage, as well as print and digital advertising in the following publications: Architect, Architectural Lighting, EcoHome, EcoStructure, ProAV and Residential Architect.
COMMITTED TO YOUR SUCCESS In addition to providing pre-show, on-site and post-show promotions, our dedication to making sure you have a successful show includes a variety of promotional opportunities to maximize your exhibiting investment: b Q uality event advertisements in key industry trade publications b Partnerships with leading industry organizations for cross-promotional efforts b Direct mail collateral and email promotions strategically distributed to 170,000+ prospective attendees b Web sites with quantifiable impressions and traceable online advertising opportunities b Smart networking through CONNECT—an online innovation directly connecting exhibitors to attendees months before and after the show b FREE online profile listing included with exhibit investment b FREE system available to you for developing and distributing Customer/ Attendee Invitations b User-friendly Web site search engine enabling attendees to find your online exhibitor profile quick and easy b Plus many more sponsorship opportunities specifically designed to heighten your company’s visibility Visit our online Sponsorship Gallery within the Exhibitor section at www.aia.org/convention. Custom sponsorship packages available. Call for for details!
EXPANDED! DEDICATED EXPO HOURS—4 HOURS DAILY! Dedicated expo time––between 10 a.m. and 2 p.m. daily, when no LU education sessions are scheduled–– gives attendees ample time to concentrate on exhibits while maximizing floor traffic and face-toface opportunities. May 12 10:00 a.m. – 4:00 p.m. May 13 10:00 a.m. – 4:00 p.m. May 14 10:00 a.m. – 2:00 p.m.
DEDICATED PRODUCT PAVILIONS Specifiers interested in the products you sell will have an easy time finding you if you exhibit in one of the dedicated product pavilions— b ProAV b Interiors b Lighting
b Metal b Stone and Tile b S oftware/ Technology
Are you a fit in one of these Pavilions?
EXPANDED! ON-FLOOR EDUCATIONAL OPPORTUNITIES Present an educational session, and elevate your brand in the minds of your prospects. Sponsorship opportunities are also available for Expo Ed CEUs. For more information regarding these new features of the convention, visit www.aig.org/convention or call 866-431-1683.
MAKE THE CONNECTIONS THAT MATTER.
SECURE YOUR EXHIBIT SPACE TODAY. www.aia.org/convention
Align your company with The American Institute of Architects, the leading membership organization for architects and design professionals, and build your brand where it matters most to your success.
SECURE YOUR EXHIBIT SPACE NOW. Contact your Account Executive: Joy Williams (companies A-K) jwilliams@hanleywood.com 972-536-6314 Sue Pino (companies L-Z, #s) spino@hanleywood.com 972-536-6347
HIGH-LEVEL PROMOTION FOR AIA EXHIBITORS Increase brand awareness, ROI and drive more traffic to your booth through customized sponsorship and advertising opportunities to fit your show objectives.
Or go to the “exhibiting” tab on the website. Follow the link to the live floor plan and choose your preferred location. Link, complete and submit an online contract. Other questions? 866-431-1683
DO YOU ASPIRE TO HAVE THE ‘BEST BOOTH’ AT AIA EXPO2011? Specific guidelines and requirements will apply and all entries will be judged by a distinguished group of architectural professionals. Intrigued? Call us today!
SHOULD YOU EXHIBIT AT AIA EXPO2011? Position your company as an innovator and a leader. If you supply any of these products and services, you belong on the exhibitor list: b Architectural Fabric b Audio/Visual b Computer/Automation/ Design Software b Doors and Windows b Flooring/Floor Systems b General Building Products b Glass Products b Interior Furnishings b Kitchen/Bath b Landscape Design b Lighting b Metal b Preservation/Restoration b Remodeling b Roofing b Safety and Security Products b Stone and Tile b Sustainable/Universal Design www.aia.org/convention