“It must offer value to everyone
involved, including the venue itself and the show
producer, bringing consumers and businesses together,” says Van Horn. “A well-organized show must be inviting, interactive and provide good flow to make it easy to walk the floor with good directional signage.”
Kerrie Van Horn
director of marketing Chase Center on the Riverfront Wilmington, DE
make it a fun time that they will enjoy instead of just sitting and working. We encourage our members to really try to show what they are able to do.”
Chester County CVB also persuades their showcase attendees to really think outside of the box when visiting trade shows to get the most out of their time. “Be open minded,” says Edevane. “If you don’t typically use cer- tain types of venues, give them a try. A hotel may be doing a great job at your usual board meeting, but think outside the box. An attraction may have a unique space that could make your meeting a lot more interesting and unusual. Really talk to everyone at the trade show and find out what they’re able to offer, no matter what destina- tion or venue it is, even if it is a place you may not have considered before.”
Attendees of trade shows also want to feel comfortable and confident that exhibitors are focused and clear on what the audience is trying to get out of the trade show. Mike J. Lyons speaks of the years of experience that Reed Travel Exhibitions and the AIBTM team have, which enables them to work closely with exhibitors to help make their participation a success.
“Set clear, measurable objectives,” says Lyons.
“Are you focusing on sales
leads, a new product launch, penetrat- ing a new market or developing cus- tomer loyalty? Discuss your options with us, from product display booths to event sponsorships - we can help you decide what configurations best suit your objectives. Appoint an exhibi- tion coordinator, and to maximize effi- ciency, appoint one person with over- all responsibility for the planning and budgeting.”
Also crucial is a detailed budget, he adds. “Allocate funds upfront to cover stand design costs and marketing col- lateral as a way to ensure you have everything you need. Also, invite cus- tomers and prospects by sending Evites and invitations to your own net- work, which is the single most effec- tive way of generating business and building awareness.”
38 November December 2012
Most important is to make the first ini- tial introduction to your product and services by stepping out from behind your booth and into the aisle.
“Once you have their attention, have a prepared dialogue that is a balance of being well rehearsed, but also conver- sational,” they add. “Know what you want to communicate to them and what you desire to learn from them. Take notes, and make sure that your follow up is precise. I strongly encour- age that the same people who take the info at the show are the people who follow up. Avoid being a hawk, do not be overly persistent, do not bark out like a carnival attraction - it annoys not only the attendee, but also your neigh- boring booths, and nine out of ten times, your show manager, as well. By all means, do not sit in your booth; do
Lyons adds that this, as well as promot- ing yourself online, is helpful so that attendees pre-planning their visit can know you are there. This is another service that the AIBTM team helps to provide.
While at the show, Lyons suggests cre- ating a high impact booth. “Keep your messages brief, bold and relevant to your customer needs. Also, train and motivate your staff: get your best peo- ple to staff the booth, as their perform- ance is central to the success of your exhibition.”
Post-show, Lyons notes to make sure to follow up on your leads immediately. “You’ll collect leads and contacts dur- ing the event, so be sure to contact them promptly after the show.” He also adds that exhibitors can talk to Reed about maximizing their investment by attending an exhibitor training semi- nar.
Kerrie Van Horn of Chase Center on the Waterfront and Chris Baker of Mountain Expos offer tips on how an exhibitor can make their time at a show worthwhile. “Your first desire should be to get an attendee to stop at your booth, and second, make your space as appealing as possible to the attendees’ five senses.”
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