Give Your Exhibitors What They Need and When They Need It

August 6, 2016

David Lawton

David Lawton, EVP of Sales at Convention Data Services has over 20 years of experience in the tradeshow industry with 6 of those years as an active exhibitor at numerous shows each year. His diverse background also includes experience in sales, customer support, design and product development. ConventionDataServices.com. 

I recently attended an industry event where I listened to a panel of five exhibitors speak to a room full of show managers. The exhibitors all strongly agreed that their number one need was communication and education.

Communicating information about what tools to use and creating educational opportunities for your exhibitors to understand the usage and benefits will help them to maximize the value of your event and fulfill their company’s exhibiting goals. By giving your exhibitors what they need and when they need it you are helping them to succeed and ensuring that when you call to sell booth space for your next event, they’ll sign up again.

Here are some tips to help you give your exhibitors what they are asking for and what they need to have a successful event:

1.  Create and use a timeline

Using a timeline can make all the difference in the world. Exhibitors are inundated with emails from you and your vendors in preparation for your event, and many things can get lost in the shuffle or go unnoticed. By giving your exhibitors a timeline specific to your event you are easily communicating to them what needs to be done and when.

·         Begin with a structured plan and schedule for your timeline so you do not send too many emails or newsletters and overwhelm your exhibitors.

·         Consolidate all communications for your event into one email or newsletter with a timeline of dates and vendor deadlines. Also include a snapshot of all exhibitor educational sessions that are available to help them get ready for your event.

·         Start sending your communications and timeline well in advance of your event. Leading up to your event, begin sending them out monthly and increase the frequency to weekly as it gets closer to your event.

2.  Communication

Share information about your event and give your exhibitors multiple ways to access that event information.  

·         Post your newsletters and event communications on an exhibitors only section of your event website so your exhibitors can easily access the information and find it if they cannot locate the original email.

·         Create online versions of your manuals to give your exhibitors an event reference they can keep at their fingertips and access on their mobile devices.

·         Form an Exhibitor Advisory Committee or Exhibitor Task Force and at a minimum, hold annual meetings or calls to provide an opportunity for your exhibitors to speak with other exhibitors, discuss best practices, learn about new innovations and share successful strategies. These meetings are more effective when they are held during the year at times other than onsite at your show. In an onsite setting, the exhibitors are in “show mode” and cannot take the time to focus on the discussion items.

·         Use social media and a unique show hash tag as another way to communicate with and inform your exhibitors.

3.  Provide educational opportunities in multiple formats

Your first point of education should be to inform your exhibitors of what is available to them. In your monthly communication materials, promote your educational opportunities and how to access them in the various formats. Emphasize the value of this education and how it can impact your exhibitors’ success.

·         Webinars and podcasts help your exhibitors get the most from their exhibiting experience. Create sessions on tips for pre-event marketing, along with strategies for driving booth traffic, capturing leads and a successful follow-up. Schedule webinars that include your vendors (i.e., lead retrieval, decorator, registration, A/V). Record your webinars and don’t forget to post them to your event website in the exhibitor section so your exhibitors can access the webinar content at any time during the event cycle.

·         Our industry thrives on face-to-face interactions. Organize workshops or exhibitor “boot camps” in a central location where exhibitors can attend and take a crash course to learn about everything available for your event and receive one-on-one assistance. This provides exhibitors with the opportunity to create marketing materials, a lead strategy and prepare for your event.

·         Work with a lead retrieval vendor who provides one-on-one demos and training on their lead retrieval equipment to ensure your exhibitors and their staff are prepared for the opening of the show floor. Also encourage exhibitors to take advantage of onsite training in their booth for a quick reminder on the use of the equipment and a chance to ask follow-up questions.

·         Provide a success kit for your exhibitors that includes tips on collecting, managing and following up on their leads.

Remember, communicating with and educating your exhibitors not only benefits them but it also benefits you and your event. Their success translates into a successful event for you.

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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.