How Do You Greet Your Attendees at the Airport?
Starting with the moment attendees step off the plane and following through with signage, greeters and an information booth, you can begin the show for them on a positive note.
Judy Frankel, public relations and communications manager for the Greater Madison Convention and Visitors Bureau in Madison Wis., talks about how she helps make the participants of the World Dairy Expo feel like they’re coming home for a visit.
The CVB has a permanent kiosk as the airport, so they have experience with providing this kind of welcoming service. But they customize and enhance their efforts to support the “epicenter of the worldwide dairy industry,” she says.
Airport signage—“With all the rules now in the airport, it isn’t thateasy to accomplish as you might think,” Frankel says. It’s best to begin the process of securing prominent placements early—at the gate, along travel routes to baggage claim and exits.
Booth placement—Have the welcome center in the baggage claim area. While they wait for their luggage, attendees can get information about the local community.
Staffing—Have plenty of people available and visible. Wearing show shirts is a nice touch. Frankel also suggest special training to make sure staff are aware of and can address the needs of visitors with unique needs.
Materials available—Even though the show takes place every year, Frankel says the CVB verifies all information every year—addresses, phone numbers, URLs, etc. Then it creates customized brochures and fliers for the different attendees.
Know the attendees—Different people attend shows for different reasons, so it’s essential to know who they are in order to prepare materials. Some examples:
• Exhibitors need to know where to entertain a client, business center information, shipping resources
• With the World Dairy Expo, “because they tend to livestock 24/7, they’re tied to the grounds,” Frankel says. They need restaurants that offer delivery service, chiropractors (to manage heavy lifting strains and pains) and other things that are added to the “common asks” list the CVB develops every year.
• International attendees wan to know about attractions such as galleries, museums, tours and other “visitor-centric information” for an accompanying spouse.
Know the community—Be more than familiar with the city. “Know all the ins and outs” such as when rush hour traffic begins and which restaurants have private rooms available for larger parties, Frankel says.