179 – Pro Tip 4 – Think like an exhibitor!

Welcome to Pro Tip #4! Trade show planners and associations, this one’s for you!

Pro tip #4 is to think like an exhibitor.

If you want your future shows to be more successful, to grow in size, and to have higher renewal rates, then you need to understand what your exhibitors are thinking so you can provide them with the best possible service.

• Many exhibitors, especially smaller ones, have show coordinators who wear many hats. They have their hands full. And then they receive a confusing prospectus.
• Make everything easy. From signing up to ordering services to getting your questions answered.
• Talk to exhibitors. Why are they attending your show? What are their goals? What do they hope to gain? Listen to them!
• This works well for smaller shows – don’t overlap the hall hours with the breakout sessions. That way, a lot of exhibitors will be looking at each other, wondering where everyone else is. During the breakout sessions, close the show for a few hours. That way exhibitors can attend the breakout sessions, too!
• One of the things exhibitors love to do is network—but often don’t get the chance. So schedule a networking or speed date time for exhibitors! Show them some love or add some value.
• Don’t just throw your prospectus to exhibitors and call or email them asking questions. Many people don’t even know what questions to ask. Provide resources for those who need them. Maybe even do a live Zoom Q&A session so everyone is on the same page and has a chance to express their thoughts.
• So give them access to resources. Invite professionals to host webinars, do group coaching, or even offer one-on-one coaching. If they have a better show, they will renew, get a bigger booth, or become a sponsor.

I get it – you have a ton of things to do and not enough people to get it all done. You don’t have the time to personally coach exhibitors. The thing is – if you do, your exhibitors will be happier and your profits will be higher.

Remember – your exhibitors paid to run your show. They deserve your best efforts and that you will renew your contracts at a higher rate than before!

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