Service Philosophy Builds Shows
Over the past five years, AR
client exhibit halls have seen many improvements. There has been an increase
in the number of exhibitors at every show we manage. We have introduced new
options for the exhibitors, options that have increased their exposure and
success while also increasing the amount of revenue for our associations.
Sponsorships have become very popular
and much easier to sell. But why the change? According to AR’s
Exhibition Manager, Pamela Hayes, the economy always plays a role in how much
vendor money is available. The vendors won’t say no if they have a vested
interest in the association’s success and the association has built a personal
relationship with them. There may be less revenue in a bad economy but the
support won’t disappear.
Pam’s golden rules for building a successful
show are:
- Develop a personal relationship
with all of the exhibitors.
- Create a “buy in” plan that
includes the vendors as part of the association.
- Build a show that is an educational
experience for the attendees, thus making the exhibition hall an important
part of the meeting.
- Open up the show to smaller,
local companies and make them feel as important as the larger, national
vendors.
- Thank each and every exhibitor
personally. Bring a board member along when possible.
- Make the exhibition a team
effort by including other staff and association volunteers.
- Share the success with them.
The Exposure Game
Exhibits and Sponsorships —
Pam sells exhibit space. Actually, Pam has built several great shows
and now many exhibitors knock on the association’s door, anxious to get in
before the hall sells out.
Pam works to make the exhibits a “must
see” for attendees. The exhibitors can’t afford not to be there and the association
benefits from a sold-out exhibit hall. Selling sponsorships is a great way
for associations to decrease meeting costs while vendors maximize their exposure.
Pam has sold sponsorships for everything
from special events and insulated lunch bags (with lunch inside) to badge
holders, room keys, and even cyber cafes. When a company sponsors something,
their presence has a bigger impact. Attendees remember the sponsors.
Education — Exhibit halls
are no longer just a place to sell. Exhibitors make contacts and disseminate
information. Attendees learn about products and services that help them in
their profession.
The show becomes part of the educational
experience.
Entertainment — Draw attendees
to the exhibit hall. Pam plans special events, lunches, and giveaways. If
the attendee isn’t intrigued by the educational opportunities, Pam bets at
least one of the show events will bring reluctant attendees into the hall.
Exhibitors frequently provide additional
entertainment with everything from giveaways to virtual reality games.
E-Booths and Virtual Exhibit Centers
(VEC) — A VEC is the place on a Web site where meeting attendees
and members can make a virtual visit to the companies that are exhibiting
online. Each company has an “e-booth” with links to products and contact information.
The VEC and ebooth extends exhibitor
visibility with the people who use their products and services.
A Land of Opportunity
Today’s exhibit hall provides more
than a place for vendors to sell their wares. The hall is a land of opportunity.
Opportunities abound for the association to build relationships with industry
and reduce meeting expenses while attendees and exhibitors share information,
network, and develop business relationships.
But it doesn’t end in the hall anymore
because exposure continues with sponsorships and virtual exhibits. The continued
exposure benefits everyone: the association, meeting attendees and association
members, and most certainly, the exhibitor.
If your association is interested in
exploring exhibit and sponsorship opportunities, please contact your executive
director or send an e-mail message to us at info@associationresources.com
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