We blog a great deal about how to work with your exhibitors. But what about the buyer attendees at your show? How can your exhibitors best reach them? Do you know?
If you don’t, you should ask them. With a firm grasp of what it is they want and need, you, in turn, can help your exhibitors make sure they are providing the information the buyers are looking for.
Help your attendees by making sure they have the information and tools to plan for their show experience. Digital tools are important for attendees to prepare for and use at your event. Exhibitors can use these same tools to market to them. These tools include:
- Web tools
- Mobile App
- On-site kiosks
- Printed personalized show guide
If new companies or players are what people are looking for on your floor, help them find it. Set up signage, a pavillion, or a special ribbon designation that will help your attendees find the exhibitors they want to see.
Make it easy to view and navigate the show floor on-site with a mobile or web app. This enables them to know who is next on thier list of must-see exhibitors.
You can also coach your exhibitors on what your attendees have indicated they want or need. The biggest mistake exhibitors can make is poor staffing choices. Make sure they know to send staff that:
- Are well trained
- Know the product
- Understand the needs of the buyers on the floor
- Can answer tough questions
- Address market issues
- Speak with authority on company policies, procedures, timelines and standing
Lastly, remind both exhibitors and attendees of what makes your floor special and unique; and how they can capitalize on those qualities.
