I recently blogged about the 2008 declines in the exhibition industry. According to the Center for Exhibition Industry Research, the number of exhibitors dropped 2.6 percent last year, one of various performance metrics that decreased.
So how do associations that rely on tradeshows get exhibitors to their events?
"Show management has to start realizing that this is not about selling physical space anymore; this is not about providing promotional space for signage anymore; this is not about having large attendance numbers," Allen Reichard, corporate director, integrated marketing communications, events at Advanced Micro Devices (AMD), told recently Association Meetings. Rather it is about companies showcasing themselves and producing an experience that will foster a relationship with the customer, he said.
How can associations do this for their potential exhibitors? Check out a few of the tips mentioned in the article for successful association events:
• Have alternatives to a high-cost booth. Exhibitors can't always afford space on the floor. Get them involved by offering other seating areas and spaces where they can meet with clients, or rent out private conference rooms for one-on-one meetings.
• Offer deals. If cost is still a concern, you can entice exhibitors by offering discount rates or package deals. The International Carwash Association offered a 20 percent discount to its exhibitors on rates if they kept the same booth size and booked on-site at its 2008 meeting for 2009. ICA found that 163 exhibitors took advantage of the offer, while only 37 of them downsizing. In fact, 77 exhibitors upgraded to a larger booth!
• Be transparent about show details. Exhibitors don't need a large quantity of leads from your show, they need quality ones. Make sure they are aware of attendee profiles, historical data on who attended last year, etc. Keeping this data secret makes it tough for an exhibitor to see the ROI of your event, plus it makes it seem like you have something to hide.
• Go beyond the booth. Exhibitors will find value in your show when you offer them more than just space. Send them tips and best practices for how to generate traffic to their booths, or host webinars on measuring tradeshow ROI or converting leads. Use a few simple registration survey questions to find out what your exhibitors want to know, then make sure you are the one to provide it to them. They'll benefit not just at this year's event, but they'll remember the positive experience when next year's tradeshow rolls around.
Read the article in its entirety at Association Meetings.
So how do associations that rely on tradeshows get exhibitors to their events?
"Show management has to start realizing that this is not about selling physical space anymore; this is not about providing promotional space for signage anymore; this is not about having large attendance numbers," Allen Reichard, corporate director, integrated marketing communications, events at Advanced Micro Devices (AMD), told recently Association Meetings. Rather it is about companies showcasing themselves and producing an experience that will foster a relationship with the customer, he said.
How can associations do this for their potential exhibitors? Check out a few of the tips mentioned in the article for successful association events:
• Have alternatives to a high-cost booth. Exhibitors can't always afford space on the floor. Get them involved by offering other seating areas and spaces where they can meet with clients, or rent out private conference rooms for one-on-one meetings.
• Offer deals. If cost is still a concern, you can entice exhibitors by offering discount rates or package deals. The International Carwash Association offered a 20 percent discount to its exhibitors on rates if they kept the same booth size and booked on-site at its 2008 meeting for 2009. ICA found that 163 exhibitors took advantage of the offer, while only 37 of them downsizing. In fact, 77 exhibitors upgraded to a larger booth!
• Be transparent about show details. Exhibitors don't need a large quantity of leads from your show, they need quality ones. Make sure they are aware of attendee profiles, historical data on who attended last year, etc. Keeping this data secret makes it tough for an exhibitor to see the ROI of your event, plus it makes it seem like you have something to hide.
• Go beyond the booth. Exhibitors will find value in your show when you offer them more than just space. Send them tips and best practices for how to generate traffic to their booths, or host webinars on measuring tradeshow ROI or converting leads. Use a few simple registration survey questions to find out what your exhibitors want to know, then make sure you are the one to provide it to them. They'll benefit not just at this year's event, but they'll remember the positive experience when next year's tradeshow rolls around.
Read the article in its entirety at Association Meetings.
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