TRADESHOW EXHIBITORS AND SPONSORS
• Align content with attendance and exhibitor interests • Make your exhibit hall the “hub”
B
ecause company leaders are careful with resources, they con- stantly evaluate their involvement in tradeshows, from at- tendance to exhibiting and sponsoring. Therefore, the bur- den is on event organizers to prove tangible returns on investment. By giving exhibitors, sponsors and advertisers access to your event audience and the opportunity to make meaningful connections, your event will successfully be able to attract and retain exhibitors and sponsors. The Value of Your Audience Your team’s work begins with defining, collecting and highlight- ing the demographics and purchasing habits of your audience. This data should be gathered and shared on an annual basis as it changes from year to year. Share your marketing strategy to attract these highly desirable attendees and demonstrate the investment being made by your organization. Having the right fit of attendees and exhibitors is also crucial in your event strategy. Make sure you align the session content and the products being displayed with the in- terests of your attendees and exhibitors. Building Pre-Show Momentum
Prior to the event, enlist your exhibitors’ assistance in promot- ing the event by supplying a marketing toolkit that includes logos, web banners, an email signature, presentation slides and sample promotional content to invite their customers to the event. Another great way to engage exhibitors before the show is by
offering exhibitor training webinars. Webinar content can include educational topics, such as how to be successful in a booth, how to save money at the event and how to follow up with attendees after the event. The tips are tailored to the ultimate goal of creat- ing ROI.
Additionally, providing exhibitors with an appointment sched- uling tool or other attendee matchmaking service helps to connect exhibitors with attendees and generate early leads, creating more
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excitement around the event. This approach will help to maximize their time in the booth.
Pre-show outreach and training will allow for more meaningful and fulfilling interaction between exhibitors and attendees at the show.
During the Event One goal for show organizers is to make the exhibit hall an event
“can’t miss.” It’s the hub that people come back to multiple times a day. Schedule events in the hall giving exhibitors dedicated time outside of the education sessions.
Other ideas for making your event memorable include:
• Plan appealing activities in the exhibit hall (i.e. food and bever- age, games, drawings and other fun activities).
• Create plenty of networking opportunities throughout the event, including offsite events and receptions away from the exhibit hall.
• Encourage exhibitors to participate by reminding them of the number of attendees they will have access to and the value of informal networking.
• Appeal to exhibitors as speakers by creating a dedicated ven- dor track or the opportunity to host theater presentations on the show floor.
• Show exhibitors some love by introducing them to the board members and key audience members during the event. Post-Show Follow-Up Engagement doesn’t stop at the event’s conclusion. Post-
show, ensure exhibitors have the opportunity to provide feed- back, such as meeting at the close of the show, providing focus groups throughout the year and conducting a survey. Feed- back is valuable, as it lets organizers know where they hit the mark and, more importantly, where they can improve. Forming an Exhibitor Advisory Council is a great way to engage exhibitors
MIDWEST MEETINGS WINTER 2014
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