Tradeshow organizers face substantial new challenges to the growth and health of their events. As exhibitors have increasing numbers of options to showcase their companies and products, demonstrating return on investment (ROI) is critical. As buyers have more resources to find products--and less time and money to attend events, you need to be much more creative in making sure they'll attend.
For a FREE list of ideas you can implement quickly to increase event revenue, send an email to: email@example.com
Share your your buyer/attendee demographics with exhibitors. Unlike some other media, you know exactly who attends your events and have demographic data from registration. Help them to justify ROI.
Be a marketing resource for exhibitors--not just a seller of booth space. Your events can be used to accomplish many marketing goals--you need to better understand the exhibitors' most urgent goals.
Facilitate meetings--offer matchmaking services tools and encourage exhibitors to promote their products pre-show. These offerings demonstrate to exhibitors your willingness to provide valuable services that help deliver buyers.
Make it easy for buyers to justify their investment in attending your show. Provide tools to help them to find appropriate solution providers, conference sessions that can improve their knowledge. Simplify the registration process and always ask attendees how you can make their show experience more productive.
For Your Event:
Evaluate your own database assets to find new markets and growth segments--most show organizers do not tap their own customer base--opening up competitive opportunities and missing ways to profitably serve their market.
Conduct buyer research--ask for the value of business placed during and immediately post-show (or the level of annual buying budgets). Publish your findings. Find out what buyers like and dislike about your event. Seek their opinions on ways to improve the show.
Conduct exhibitor research--find out what they like, dislike and ask them for ideas to improve the event. Then do what you can to respond to these needs and communicate how you've listened and enhanced the event.
Contact us to discuss ideas to build and expand robust tradeshow events! firstname.lastname@example.org or 818.665.6180.
References: tradeshow, tradeshows, association, exhibitor, attendee, conventions
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