Exhibitors spend millions of dollars exhibiting at trade shows each year to show off their latest products and services, but trade shows are evolving and exhibitors are getting more and more selective on where they spend their money. So we ask the question, “What makes your event so special?”. If an exhibitor had to choose your event over another, why would they pick you? Here are a few tips to making sure your event is at the top of their list.
1) Customer service:
People do business with people they like. By giving excellent customer service with a “YES we can help you attitude”, your exhibitors will become loyal to you. One very good question to ask your exhibitors is “What one thing can we do that would help you be successful at our event?” By asking this question, you will have the opportunity to meet or exceed their expectations, rather than assume that you know what would make them happy.
2) Be easy to do business with:
Is your event easy to do business with? Maybe from your point of view it is…but walk in the shoes of an exhibitor and then take a look. Is your pricing simple to understand, or complex and intimidating? Is your booth sales process well planned and convenient, or stressful and complicated? How many emails will you be flooding them with? How many different steps will you ask them to take? How many different systems will you ask them to login to for booth space, badges, electric, etc? Is the technology you are using hard or easy for your exhibitors to use? Technology is constantly evolving and if you are using processes from 3-5 years ago…you might want to sit down and consider a change. We will be happy to help you evaluate your processes to give your exhibitors the best experience possible.
3) Be consultative:
Smart sales teams will take a consultative approach to selling booths, upgrades or sponsorships. Instead of selling “stuff”, ask the exhibitor questions like: “Who are your target buyers?”, “What products or services are you planning to show in your booth?”, “Do you have anything new this year?”, “What ideas do you have for marketing your company?”. Then using this information, take the time to “Educate” your exhibitor on how your marketing team is planning to promote the event, and where your marketing services would work to support their plans.
4) Bring something NEW each year:
Each year, bring something different to the table. Something exciting. Something that makes the exhibitor say “I want to be a part of THAT!” One year you might build a “Playground Pavilion” where attendees can “play” with the latest “gadgets and gizmos”, and another year you might try building an online video gallery where the exhibitor can post short 1-2 minute videos for the attendees to preview before they get to the show floor. Whatever you do, mix it up and keep the buzz alive each year!
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