convenient set-up scenarios, especially ence. She adds that show organizers will
whenitcomestotheload-inandload-out find such information readily available at
processes. She says that while a venue Hershey Lodge, as the Hershey
may have adequate space for an event,if Destination Services office can provide
itisaninconvenienceforexhibitorstoget this type of information easily.
—
their displays and equipment in and out,
that generally will not reflect well on the “Thinklikeyourcustomer,”saysCecala.“In
It’s all
show organizer. thehospitalityindustry,itisimperativethat about the
we anticipate our customers’needs. The
Marchese says that the Greater same holds true for the meeting planner
details!
Philadelphia Expo Center at Oaks con- or show organizer. Think like your cus-
—
sults with some of its event clients from tomer and see what little things can be
•
Site Selection
start to finish,helping them to plan their added to make the show or event that
showfromthegroundup.“We'lladviseon much more‘tuned in’to them.” • Complete Meeting Planning
features, floor planning, marketing part-
nerships and strategies to advertising cre- Cecala offers some suggestions for mak-
•
Corporate & Social Event Design
ative and buying. ing a trade show or convention an experi-
•
Full Service Special Event
encethatattendeeswillnotonlyenjoy,but
“As the marketing agency for the Greater that they will want to attend again and
Planning and Production
Philadelphia Expo Center at Oaks,” he again in the future. “Build a ‘relaxation
continues,“we provide quarterly calendar area’ into the event,” she says. “At some
215.886.0202
news releases and highlight some events places, that is simply comfortable sofas
www.eventricity.net
for regional press,too.We are able to offer and chairs arranged in a living room for-
CERTIFIED SPECIAL EVENTS PROFESSIONAL
public relations, promotions, advertising mat. Here in Hershey,that relaxation area
ISES / NACE / SWP
planning and buying for event promoters can include a ‘portable spa’ with chair
who are seeking a local connection with massages-anicetouchforexhibitorsand
access to strong media partnerships and attendees who are on their feet for long
great rates.” periods of time.”
Marchesesaysthatitisimportantforshow She also recommends incorporating
organizers to make every event“an expe- some “fun breaks” into the schedule.
rience” for their attendees, even if that “Ratherthanthestandardcoffeeandsoda
means increasing the budget slightly to break,try something more interactive that
makesurethePRagencyhasaspokesper- stimulates the mind and allows people to
son or newsworthy attraction that they enjoy themselves. In Hershey, we offer
can offer to the media. chocolate tastings, chocolate and wine
(or beer) pairings and Martini Mixology
SO
When it comes to attracting an audience, classes,just to name a few.”
he says that attendees should know what
a show is about based on the pre-show Onceavenueischosen,thesite’sstaffcan
C
h
UN
o
ic
e
D
marketing. After all,“selling something to use their experience and knowledge to
Disc Jockeys, Inc.
attendeesthatiscompletelydifferentthan helporganizerscreateamemorableexpe-
whatthey’llactuallyfindattheshowisnot rience for attendees with plenty of oppor-
the best way to cultivate loyalty.” tunities for exhibitors to get the word out
about their latest and greatest products
There are several other factors Cecala and services.
advises the show organizer to consider,as
Quality disc jockey
well. “For meal functions,find out if the From convention centers by the beach
entertainment
meal locations will be close to the trade overlooking the ocean to those that are
show floor.Ask whether or not meal func- self-contained and located in resort envi-
with style, class and
tionscanbeheldinthesamespaceasthe ronments offering ample recreation and
just the right amount of
show.” dining,trade show and convention organ-
izers will find a wealth of options and personality.
Ifforwhateverreasonnotallmealsduring opportunities when it comes to choosing
the trade show or convention are includ- a host venue in the mid-Atlantic region.
609.737.6865
ed as part of the event,it might be a good
idea for the show organizer to provide Tradeshowsandconventionscontinueto
www.DJchoice.com
attendeesandexhibitorswithinformation bethebestwaytogetthenewestproducts
on dining options in the surrounding and services directly in front of their
area. Cecala says that by doing so,organ- intended audience as part of a“one-stop-
NJ License #BW0384000
izers demonstrate that they are anticipat- shopping” experience that offers educa-
ingtheneedsoftheirexhibitorsandaudi- tion and information all in one place.
Mid-Atlantic EVENTS Magazine 43
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