March 2006
Cheat Sheet: Creating attendee-friendly shows
Tips on reviewing your event from an attendee’s point of view
By Linda C. Chandler
Find out what attendees value
• Explore all methods of gathering intelligence, from personal intercepts during the show to on-site survey cards or computer/digital surveys.
• Do pre- and post-show surveys, and compare expectations and evaluations.
• Be sure to include as many open-ended questions as possible. (Typical surveys state the anticipated issues and expected responses but neglect more experiential input.)
• If you can’t produce data-rich, cross-referenced survey reports, hire a survey company that can help you look at target segments.
• Survey registrants who didn’t show up and last year’s registrants who did not attend this year’s show to discover why.
• Use focus groups and telephone calls to discover attendee issues.
Use advisory panels
Mix buyers and exhibitors to raise the level of discussion to real issues, not petty complaints.
Include power buyers whose opinions exhibitors will value.
Don’t skew your input by naming only supporters to panels. Choose people who are unafraid to give objective, honest feedback, not cheerleaders.
Assign issues/areas for advisory board members to pay special attention to during a show.
Hold a brief meeting during the show to take immediate action on any noted problems.
Schedule a formal meeting or teleconference within a few weeks after the show.
Encourage advisory panel members to express ideas about strategic issues, as well as operations.
Create special hours
Some shows offer pre-show tours or special times for international attendees, as well as an international lounge where special foods, translation services or international newspapers are available.
Many shows offer VIP hours for key buyers and give them special rooms for conducting business.
Appointment-only hours can ensure attendees their target vendors will be available for them.
Early-bird hours with breakfast and coffee may draw early-risers into the show. Late-afternoon receptions on the floor can keep attendees there rather than returning to hotels.
Offer incentives for attendees
In 2005, the AttendTrend survey asked 500 show organizers about their relationships with attendees and value-added initiatives they offer. Compared with 2003:
• 65 percent more shows are co-locating.
• 42 percent more are offering matchmaking services.
• 39 percent more are offering premium incentives and gifts.
• 329 percent more are offering money-back guarantees.
Linda C. Chandler is a freelance writer/editor based in Tyler, TX. She has written for association and convention publications for 17 years. She served as Director of Publications and Editor of Meeting Professionals International’s magazine. Contact her at linda.chandler@earthlink.net.
Find additional, exclusive Web-only content from this article, including:
Tips on making your Web site more attendee-friendly
Online check up
• Is your Web site easy to navigate with specific buttons/areas?
• Is online registration easy? Does it “recognize” members or previous registrants?
• Are you taking advantage of artificial intelligence that can track user tendencies and preferences?
• Is there a social networking area for attendees?
• Can exhibitors be searched by name, product categories, etc.?
• Is there an online appointment or matchmaking function?
• If there’s a virtual trade show, does it include product photos and links to exhibitor sites?
• Are maps, lists of vendors by halls and other aids downloadable for pre-planning?
• Can you open online registration early for international attendees and assist them with visas or travel plans?
Pointers for a happier attendee base
• Today’s attendees demand more efficiency but also want a more entertaining experience. Be sure to provide opportunities that mix business and pleasure.
• The biggest complaint of attendees is still lack of exhibitor follow up. If you get specific complaints during after-show surveys, be sure to pass them on to the exhibitors.
• Never take attendees for granted. Remember your role as host and meet and greet as many as you can.
Encourage attendees to submit comments by e-mail any time and then respond promptly, put on advisory board agendas, etc.
Plus, find these related back EXPO articles:
• Step-by-Step: Post-show surveys, November/December 2005
• From quantity to quality, February 2005
• The Science of Shopping, January 2005
• Best Practices: Personal portals, October 2004
• Value-added Services: The extra oomph that will lure your customers back time and again, May 1997 |
