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In Marketing to Exhibitors, One Size Does Not Fit All

They pay your salary and make your job possible. Your association cannot exist without them. But can you honestly say that you are an exhibitor-focused organization? Can you claim to be part of the elite group that truly brings exhibitors into the decision-making process? Is your focus on short-term, bottom-line results, or on long-term relationships? The latter is an ongoing process that takes time and requires both patience and organizational commitment. With an average exhibitor turnover of 30 percent, show management should be eager to find ways to do more than merely sell space and truly start partnering. The following strategies are the foundation of an exhibitor-centered organization:

1. Focus on different groups of exhibitors.
2. Concentrate on exhibitors' needs - listening and responding.
3. Create a team dedicated to helping the exhibitor.
4. Develop strategies to give exhibitors more than expected.

Strategy 1: Focus on different groups of exhibitors.
Every show has various groups of exhibitors. For example, there are large corporations that participate in shows around the world; medium-sized companies that may exhibit at a few key industry shows; and small exhibitors working on a shoestring budget. Each of these segments approaches their show participation from different viewpoints. The large corporation may bring together many different departments, an ad agency, and an exhibit builder, to name a few. In contrast, the small exhibitor may do it all themselves to minimize its financial outlay. How do you, as show management, approach these different groups to accommodate their various needs? Rather than a "one size fits all" model, consider different programs for each group. Divide your current exhibitors into logical groupings. How do their needs vary?

Strategy 2: Concentrate on exhibitor needs - listening and responding.
Listening to exhibitors is just part of what needs to take place. Often, we may listen but not act on what we hear. Methods for listening and acting need to be formulated. There is a broad range of techniques, including focus groups, exhibitor satisfaction questionnaires, on-site visits, and toll-free numbers. Focus on asking your exhibitors three major questions:

1. What services are most important to you?
2. How well do we deliver the services you want, relative to your expectations and relative to other show management teams?
3. What do you think we are not doing well or not offering?

The answers to these questions will highlight your strengths and weaknesses and will help create guidelines for responding. Use the results as the basis for problem-solving meetings and to celebrate successes.

Strategy 3: Create an internal team dedicated to helping the exhibitor.
Your employees are your internal customer-service team. Everyone the exhibitor comes into contact with represents the entire organization. Do you treat your team members with respect? Do you find ways to show your appreciation for the work they do? Treat your employees with respect - and chances are they will have a high regard for your exhibitors. One critical ingredient in getting your internal team to go the extra mile for the exhibitor is empowerment. This gives people the ability to do what needs to be done, rather than simply doing what they are told.

Strategy 4: Develop strategies to give exhibitors more than expected.
In a highly competitive marketplace, exhibitors need to be "wowed." But, to do that, you first need to know and understand what they expect and value. Consider the following:

* What can you give exhibitors that is totally unexpected?
* What can you give exhibitors that they cannot get elsewhere?
* What can you do to follow up and thank exhibitors for supporting your show?
* What can you do to personalize your service?

Part of wowing the exhibitor is being able to handle complaints or crisis correctly. Teach your team to effectively find solutions to exhibitor problems. Also, look to develop a special interaction process to meet the specific needs of your best exhibitors. Some organizations offer frequent- user or other incentive programs. Make exhibitors feel important. Tell them how valuable they are to you and look for ways to help them be successful. Their success will be your success.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, working with companies to improve their meeting and event success through coaching, consulting and training.

 Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007).

For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail: article4@thetradeshowcoach.com; website: www.thetradeshowcoach.com