WHY START AN AWARDS PROGRAM?
■ To get press coverage for both the show and the winning exhibitors
■ To encourage participation in the show, either to be more inclusive and robust or to develop niches
■ To reward exhibitors’ creativity or new products/companies in the industry
■ To bring added value and excitement for attendees as well as participants

JUDGING
■ Display new product entries online in a pre-event showcase and let online voters help determine the finalists.
■ Use a special area (for new products, for instance) or special signage in booths to convey eligibility or categories.
■ Distribute official ballots in registration packets to allow attendees to vote on site while experiencing the show.
■ Select an unbiased panel of judges, often consisting of trade industry publication editors, columnists, bloggers or other industry/ association leaders (so long as they have no conflicts of interest).
■ Create a checklist with criteria for judges to ensure some consistency in appraisals. Be sure your criteria (innovation, creativity, cost-effectiveness, environmental issues, etc.) are clear.

ENTRY FEES
Pros: Requiring an entry fee can help cover the costs of marketing, certificates, trophies and an awards reception. Entry fees also help ensure follow-through with on-site participation.
Cons: Entry fees may limit participation if they’re too high. Fees may be seen as over-commercialization or one more way to milk exhibitors.

Eligibility requirements
Require participants to complete applications for consideration well in advance of the show so you can check eligibility, especially for things like new products (most shows require new products to have been introduced since the previous show).

REVENUE FROM AWARDS
■ Entry fees and/or mandatory booth participation for eligibility
■ Ticket sales for awards gala/reception
■ Driver for additional attendance/registration
■ Licensing fees for use of logos

Typical award categories
• Booth design, creativity (subcategories for larger or smaller booths)
• Best new booth
• “Best of” for different product categories
• New/innovative products
• Environmentally friendly booth or products
• Best promotional item/give-away