March 2008 Cheat Sheet: Enhancing the Exhibitor Experience By Linda C. Chandler
Nothing makes exhibitors happier than qualified buyers in the aisles, but there are other things show organizers can do to enhance exhibitors’ experiences before, during and after the show to maximize customer service and leave a great impression.
Pre-show Tips ■ Make it easy to print online exhibitor manuals just a page at a time as well as the whole thing. ■ Make exhibitor registration simple, and be sure exhibitors don’t have to re-enter basic information on different forms or each time they come online. ■ Integrate vendor service orders, so the exhibitor can have one-stop shopping for things like catering and electrical service and not have to repeat information. ■ Send a welcome letter to each exhibitor, including the names and phone numbers of the people to call about registration, operations and customer service. ■ Be sure each exhibitor has a list of deadlines for ordering services from the official contractor and other vendors, getting discounts, shipping freight, etc. ■ Offer an FAQ section online but be sure there is a phone number that exhibitors can call for questions and service issues. Being able to talk to someone and not an automated system is preferable. ■ Be honest about the floor plan. Show any columns and obstructions, entrances, food stations, etc. ■ Pay special attention to new exhibitors who may not be familiar with the process. Take time to educate them, answer questions or point them to resources they may need.
Show Floor Tips ■ Plan special move-in hours for exhibitors bringing in large equipment, autos or displays. ■ Try to avoid move-in times that involve overtime or weekend pay scales. ■ Be sure exhibitors have cell phone numbers for customer service on the floor. ■ Consolidate the show’s customer service desk with the official contractor and facility contact so if exhibitors have issues, they can go to one spot to take care of anything. ■ Enforce the rules. Don’t allow some exhibitors to block the line of sight with their displays or to use strobe lights or other gimmicks that annoy other exhibitors as well as attendees. (Require exhibitors to sign a form acknowledging the show rules when reserving space.) ■ Offer early food service for exhibitors who have to work through lunch or dinner hours. Get a vendor to sponsor an exhibitor-only breakfast during I&D or the morning the show opens. ■ Explore the most effective technologies to assist exhibitors in their marketing efforts, such as setting appointments in advance of the show. Provide on-site lead-retrieval service as part of the package. ■ Have the next show’s floor plan ready and allow current exhibitors to select and reserve space in advance for the next show. ■ Have exhibitors identify EAC contacts and ensure they have access to the exhibitor manual online. If an EAC has multiple clients at the show, try to find them some storage space.
After the Show • Use surveys and comment cards to gather feedback. Ask about all areas of operations, satisfaction with traffic and any specific things, especially if they were new to the show. Share specific feedback with any contractors or vendors to which it applies. • Make recycling easy for exhibitors by providing bins or stickers to identify recyclables to be picked up. • Work with shipping to ensure fair and flexible pricing and policies. (Avoid single price for round-trip shipping when vendors may ship back only half the weight forwarded.)
Nice touches ■ Be sure some sort of concessions or catering is available during I&D. ■ Consider shuttle service for exhibitors during I&D time frames, especially if hotels are not in walking distance. ■ Block some rooms in the headquarters hotels for exhibitors. ■ Offer exhibitors special ticket pricing, such as half-price for all meal functions. ■ Give exhibitors preferred parking spaces closer to the hall. ■ When shows change cities, be sure exhibitors are familiar with new issues, such as labor unions, changes in hall space, etc. ■ Set and communicate rates well in advance so exhibitors know what to budget. ■ Present a package deal that includes the most commonly ordered services. Exhibitors hate being “nickeled and dimed to death.”
Communication ■ Establish exhibitor advisory committees with representation from all sizes of exhibitors and let them explore all aspects of the show, from registration to I&D, to policies about giveaways, hours, AV in booths, or whatever issues are hot with exhibitors and within the industry in general. ■ Share survey results after the show. Make personal calls to anyone surveyed who identifies a problem. ■ Beware of information overload. Instead of filling e-mails with details, make each message targeted and include a link to a place on your Web site where exhibitors can find the details when they need them. ■ Exhibitor advisory board members (or perhaps, in an association, board of directors members) should do some face-to-face with exhibitors just before the show ends. Prepare a short list of questions that gauge exhibitors’ reactions and satisfaction with operations, leads, and the general success of the show. ■ A similar welcoming team might greet and thank new exhibitors for their participation.
Pet Peeves and Solutions ■ Changes — Provide clear and accurate info in advance and on site. ■ Surprises — Avoid last-minute shuffling and hidden fees. ■ Hot and cold — Particularly if the elements are drastic during I&D, arrange for heat or air. ■ Suitcasers — Post signs and make a consistent effort to police the floor and respond to complaints.
Rule of thumb: Exhibitors don’t mind education or an orientation session before the show, but don’t schedule it during setup hours or immediately before the show opens. Consider Webinars for advance exhibitor education.
Linda C. Chandler is a freelance writer and editor based in Tyler, TX. She has written for association and convention publications for 19 years and is an active member of Tyler CVB’s tourism committee. Contact her at linda.chandler@earthlink.net. • Annette Hicks, CMP; Texas Petroleum Marketers & Convenience Store Association; (512) 476-9547; www.tpca.org • Joann Leonard and Brenda Starnes, Diversified Business Communications, (207) 842-5500, www.divcom.com • Steve Schuldenfrei, Trade Show Exhibitors Association, (312) 949-5781, www.tsea.org
Stay informed with Expo's weekly e-newsletter: Get daily industry news via RSS What is RSS?
