By Daria Knupp, CEM
The global event industry is thriving, estimated to reach a value of over two trillion dollars in 2028. Businesses of all sizes and from all industries need to connect in person with their target audiences, and a well-managed event is an ideal way to do so.
By planning memorable and rewarding event experiences for exhibitors, you can pave the way for long-term partnerships, enhance attendee engagement, and boost the overall reputation of your event. In this guide, we’ll walk through key strategies that will satisfy your event exhibitors from start to finish.
1. Understand Exhibitor Needs and Expectations
The basic end goals of every exhibitor are the same. Companies and organizations that invest in an exhibit are looking for:
● High foot traffic that will generate brand recognition.
● Lead generation that will boost sales and build brand loyalty.
● Networking opportunities to empower long-term business growth.
At the same time, each exhibitor you work with will likely have more specific goals and priorities. For example, a new start-up may want to put priority on brand recognition. The company owner may also be interested in connecting with companies in a similar industry to create cross-advertising partnerships.
An established business, on the other hand, could be more interested in sales than brand promotion. Additionally, it might want to engage in networking to find potential employees for a new branch office. Taking time to get to know each exhibitor's needs and expectations will enable you to offer more tailored advice and assistance. This will improve the exhibition experience for companies and their audiences alike.
2. Prioritize Pre-Event Planning and Communication
The first step in communicating with and managing potential exhibitors is to provide detailed information to anyone interested in setting up a table at your event. Provide an event schedule, floor plan, and logistical details as early as possible.
Be clear about what you do and don't provide. Give potential exhibitors an idea of the type of people who have come to your exhibitions in the past. If information changes between the sign-up time and your event, update your exhibitors right away.
By being open and transparent upfront, you’ll be able to find exhibitors that are a good fit for your event. Then, maintain ongoing communication to see how you can better meet their needs. Don’t forget to provide forms once your event is over, too, so exhibitors can share feedback that could help you improve in the future.
3. Provide Support with Booth Design and Event Layout
Exhibitors are looking to set up an appealing booth in an area with plenty of foot traffic. Companies with a great deal of experience doing exhibits may be able to pull this off without help. On the other hand, many of your exhibitors may need some assistance to ensure their booth reaches its full potential.
Optimizing Booth Placement
Make sure your exhibitors understand the pros and cons of having a booth in a particular location. Corner booths often demand a premium and are ideal for exhibitors who can afford them. If the exhibit has multiple halls, encourage exhibitors to pick the main one for the most exposure.
Proximity to an exhibit sponsor is ideal as it helps to generate traffic. On the other hand, exhibitors should avoid setting up a booth next to a direct competitor to reduce friction and confusion among attendees.
Creating an Appealing and Functional Booth
Branding is imperative. An exhibitor should make sure its logo and brand colors are clearly visible to promote brand recognition. The booth should be accessible, so visitors can come up to the table with ease.
Share tips with exhibitors on how they can appeal to their audience’s various senses with their booth. For instance, they can put up eye-catching signs and brochures, provide product samples, play appropriate music at a low volume, and even offer refreshments if appropriate.
Managing the Event Floor Plan
Proper event floor management is crucial to maximizing the impact of each booth. A well-thought-out layout can enhance foot traffic flow, ensuring that all exhibitors receive ample exposure.
Strategically place booths to create a balanced distribution of popular and emerging exhibitors. This not only benefits the exhibitors but also enhances the overall attendee experience, making the event more engaging and navigable.
4. Help Exhibitors Enhance Engagement and Interaction
Once a company has attracted people to its booth, it will want to keep their attention and give them a memorable experience. Two good ways to do this involve training staff and creating interactive booth elements for visitors. Staff members should be familiar with the company, its unique selling proposition, and how to approach potential customers.
To help your exhibitors bring their booths to life, recommend interactive elements such as:
● Virtual reality (VR). VR goggles can bring products and services to life, from new home flooring and furniture to international holiday packages. Virtuoso used this strategy to showcase its VR headsets by setting up a booth with varied VR experiences and then asking consumers for feedback. It was a resounding success, attracting customers and investors alike.
● Large touchscreens. Immersive technology works well for companies that sell large products (such as cars and motorbikes) so potential customers can get a feel for the products even if they can't try them out at the exhibit. Large touchscreen devices promote a personalized customer experience since visitors can look up information to meet their specific needs.
The size and location of an exhibition will determine which interactive booth elements you can suggest to your exhibitors. However, even small booths in crowded spaces can use at least some interactive components.
5. Offer Value-Added Services to Exhibitors
In addition to helping companies set up a successful booth, you'll want to provide extra support and services they need to make their entire experience fulfilling. Consider providing;
● Lead generation tools. Talk with exhibitors about the tools and technologies they can use to capture leads. If you have the tools for the job, you may even want to suggest providing lead retrieval systems and analytics. Such a service can help you stand out as an industry leader in your field and build brand loyalty.
● Networking opportunities. Seminars, exhibitor sessions, luncheons, or drink events allow business owners and managers to get to know people in the same or similar industries. Make it easy for people to mingle by creating a pleasant, relaxed ambiance and asking for exhibitor input before setting dates and finalizing events.
Nearly half of all business professionals say that one of the main reasons they attend trade shows is to network with vendors. Therefore, it's important to not only ensure your event appeals to the public but also to the professionals who want to use the event as an opportunity to find potential partners.
To create consistently rewarding experiences for your event exhibitors, prioritize clear communication before, during, and after the event. Ensure they have the expert help and advice they need to succeed at all times. Keep an eye on your exhibitor retention rates over time to identify ways to improve your strategy going forward. With careful planning, you’ll have event exhibitors jumping to participate in your events.
Daria Knupp, CEM, is the Senior Content Marketing Manager at A2Z Events by Personify. She has spent most of her career in the association world handling content creation and digital marketing and recently decided to apply her expertise to the events industry.
