Who knows the marketplace better than your exhibitors? They are in the marketplace 24/7/365. Considering the value of this resource, I am often surprised that it is not used more aggressively by shows, especially when failure to deliver the right audiences can be so costly. Your exhibitors offer a powerful channel for on-going, high-quality real-time intelligence, which can help you maximize relevancy, value to exhibitors (and attendees) and ultimately bottom-line results. Make your exhibitors a strategic partner in your attendee marketing.

Ask exhibitors…

• What specific media channels they find most effective in reaching their target audiences.

• What they think about your messaging strategy/creative (yes, BEFORE you print it, email it, etc.). Have you ever showed a representative sample of your exhibitors a proof of an attendee brochure, ad, email, etc. while it is being developed, and asked for comments?

• What they think about who you are targeting. Do you routinely ask your exhibitors if there are any new, emerging audience segments which you should be targeting?

• What type of marketing programs they find most beneficial for their businesses. Have you asked your exhibitors how they are using digital, mobile and social to reach and engage their target audiences?

• What they like about the attendee marketing for other shows (yes, even the competition!). Have you ever asked your exhibitors what they don’t like about your marketing?

Considering what’s at stake here, I suggest you don’t just rely on online surveys to obtain this information. PICK UP THE PHONE!  I have received many excellent ideas from exhibitors that I have taken action on with my clients—ideas which may not have been identified otherwise.

Your exhibitors are a great marketing resource...and best of all it is FREE so use it to your full benefit!