Convention and conference planners understand that with tight budgets, the advent of web meetings, and more companies than ever before hosting their own customer events, conference trade shows have taken a bit of a hit. Some conferences have vanished, while others have had to combine with other shows in order to stay alive. True, there are some conventions that are still robust, yet the footprint of many companies at those shows has been reduced.
Despite cutbacks, one concern that affects a company's decision to exhibit at a show is whether they receive a quantifiable ROI from their participation. While conferences do make money from attendees, they also make a huge amount from exhibitors via exhibiting fees, sponsorships, and advertising opportunities at the show. Therefore, it would be in the conference planner's (and conference management company's) interest to aid exhibitors in receiving that ROI. The following are a few things that meeting and conference managers can do to make that happen:
1) Non-Conflicting Show Hours:
Probably the largest complaint from exhibitors is having the exhibit floor open while there are sessions running. Oftentimes, the traffic is light to non-existent and exhibitors view this as a waste of time.
Conducting sessions concurrently during exhibit floor hours forces your attendees to choose between attending sessions (for educational credits, personal interest, etc.) and visiting exhibitor's booths. Depending on the industry, you may be required to supply a certain amount of educational hours. However, don't keep the hall open at those times. Instead, start the sessions earlier or open the hall later. Possibly hold a session or two in the exhibit hall. This gives attendees the freedom to attend the session, while others can visit the booths.
2) Lunch is Not Hall Time:
Some conference planners still insist on having lunch in the exhibit hall and then starting up sessions shortly thereafter. By the time attendees have gotten through the food line and have eaten, there needs to be time for those attendees to visit the booths. Try to keep the hall open - with no conflicting sessions - for an hour or more after lunch. This not only helps your exhibitors, but also aids your attendees, as they do want to spend quality time with exhibitors without being rushed.
3) Talk to Exhibitors:
Make sure your staff actually visits all of the exhibitors - not just the large booths - and asks them for feedback. Make sure that the staff listens and backs up those conversations with viable actions.
4) Trade Show Police:
While every booth should adhere to the rules, don't go overboard and run the show like it's the military. I have seen small exhibits attacked for minor infractions, while larger booths get carte blanche. Remember, this is a trade show where companies are competing for the time and attention of attendees. While some companies spend money and time creating ways to attract attendees, others do not - and these are the exhibits that do most of the complaining. Again, there are rules, but they need to be flexible. A trade show is not a library or a high level meeting room. There will be noise, contests, attractions, and attendees in the aisles. As long as the noise is not overbearing and the aisles are relatively clear, then let the companies do what they do, which is compete.
Following these simple steps will aid your exhibitors in realizing a higher ROI from participating at your conference. While they seem simple and logical, many conferences planners and convention planners do not take them into consideration. Hence, why many companies have lessened their footprint at trade shows or have decided not to go at all. As a conference or meeting planner, it's important to take all parties of your event - attendees and exhibitors - into consideration. After all, both are your customer, and part of your job is to help them to come together - so that all may benefit from being at your show.
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