Edward Byers
Edward Byers operates the website Meeting Protocol. He has more than 15 years of experience working in corporate and special events, including two Olympic Games, the Special Olympics, incentives and not-for-profits.
Three Tips to Reimagine and Re-Engage Your Exhibitors
January 17, 2019
It is another year of planning your annual trade show and it’s time to start calling the same exhibitors to see if they will register again. Wash. Rinse. Repeat. You aren’t asking them if they are getting value, if they are getting leads or closing business on those leads. Is it time to ask yourself if you need to reimagine the way you run your show?
Even if your number of exhibitors hasn’t decreased, it still may be time to be thinking about the longevity of your event. We all remember what happened to Blockbuster! Here are some ways that you can reinvent your trade show to increase participation and engagement.
Get Creative
Ask your exhibitors to think of ways they can set up their space without using tables or pop up banners. This will force them to think outside the box. Where is your trade show being held? Is it in a hotel? A convention center? Maybe it’s time to think of alternative venues near the host hotel (depending on size, of course). Another option is to use unconventional space within the hotel, for example, maybe you can use the foyer, rooftop (weather dependent) or perhaps hotel room suites. If you are constricted to using the traditional ballroom, look at ways to reinvent the space, for example, the use of furniture and A/V. Perhaps instead of traditional booth spaces, you can create lounges or pods that are tied to the theme of your event? If budget is an issue, you can look at furniture and décor sponsors to help offset the cost to you and your exhibitors.
Would They Be better Suited As a Sponsor?
Some companies may want to exhibit but it may not be best suited for them, or they may be looking to get more exposure at your event. You don’t want to steal potential exhibitors or potential sponsors from one another, but typically sponsorship opportunities will generate more revenue, and there are fewer opportunities than exhibit spaces. Perhaps a potential exhibitor would rather sponsor the content on the trade show floor? Depending on your tradeshow there may be a company that wants to showcase their services to your audience. For example, if you are hosting a tradeshow for technology professionals, there may be an A/V provider that may want to be a sponsor (cash or in-kind) and create a spectacular set up for the educational sessions?
Ensure They Are Getting Value
Do you survey your exhibitors after the show to ensure they are getting value? If not, you should start. Are they connecting with the right people? One way to ensure that exhibitors are making connections is to provide a scheduling system for them to book appointments. This doesn’t always work, so an alternative to this could be changing the way the trade show flow works. For example, maybe you set up a speed dating event, which will help facilitate discussion among your participants and exhibitors. There are plenty of ways to ensure that your exhibitors are getting the most out of your show but don’t forget to ask them and actually do something with the information you receive.
Trade shows provide an excellent opportunity for your participants to connect with potential suppliers. It also provides you with an additional revenue source for your event. It is always important not to take those relationships for granted and to always be reinventing your show. It is especially important if it is in the same location and/or venue every year. When in doubt about whether your show is providing value or if you can do more, don’t hesitate to ask them!
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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
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