“New” vs. “new” exhibitor classification dilemma

A recent IAEE Show Organizer Insight Hour shed valuable light on a key aspect of event management: the art and science of classifying exhibitors. Although seemingly simple, this topic has significant implications for visitor engagement and campaign monetization strategies.

Understand the difference between “new” and “new”

The nuances between “new” and “new” exhibitors are more than just a semantic debate – it’s important for event organizers to distinguish between truly new exhibitors and those returning after a major shift or absence. It’s important. The industry currently faces the challenge of establishing commonly understood definitions for these categories, highlighting the need for standardized standards.

Provide justification for better classification

The way we categorize our exhibitors directly impacts profit opportunities and attendee engagement. Exhibition organizers are exploring the potential of specialist exhibitor packages designed specifically for new entrants, including enhanced marketing support and strategic stand placement to maximize their visibility. This structured approach to presenting experiences helps create a clear value proposition for all participants.

The classification process becomes especially complex when dealing with mergers, acquisitions, and rebranding efforts. These corporate changes raise important questions about how to handle priority points systems and historical participation records. Organizers must carefully consider how these factors impact their classification decisions to maintain fairness and transparency.

Different exhibitor categories require different marketing approaches. The conference emphasized the importance of developing a targeted messaging strategy that addresses the unique needs and opportunities of new and existing exhibitors. An emerging trend is the use of influencers to highlight new product displays, using their credibility and influence to increase awareness of new exhibitors.

Showroom layout also plays a vital role in the success of any assortment strategy. Booth layout and venue dynamics must be carefully considered to create the best experience for exhibitors and attendees. Additionally, the conference highlighted the importance of streamlining the onboarding process for new exhibitors to ensure they feel welcome and supported from day one.

Looking to the future

Looking ahead, several key actions are critical to success. Exhibition organizers should focus on developing and implementing clear classification definitions that can be adopted universally at their events. Regularly evaluating the performance of your presentation will help you refine your approach over time. Perhaps most importantly, gathering feedback from attendees on exhibit hall assortment preferences will ensure that strategies align with visitor expectations.

By taking a strategic approach to these decisions, event organizers can create a more valuable experience for exhibitors and attendees while optimizing their operational efficiency. The key to success is maintaining consistency while remaining flexible enough to adapt to the dynamic nature of the exhibition industry.

Don’t miss the next IAEE Show Sponsor Insights Moment on February 21st – Register here!