We’ve worked on the housing side of trade shows for more than 14 years and have been producing major services and companies for several more. Continuously expanding — Trypto Business Solutions is adding a trade-show element to our company to increase yet another foothold within the marketplace of the trade show industry as well as marketing opportunities for our clients/exhibitors and last but not
least, true cost savings to the Attendees — this comes from my experience on both sides of the aisle.
1. We’re in the marketing business, not the real estate business. We must have a conversation with potential exhibitors to find out what their marketing objectives are and discuss how our event can help realize them. Approaching our exhibit sales this way will differentiate us from other shows.
2. Small companies will have big aspirations. By bringing in large, well-known companies as exhibitors, we will show them we mean business. Smaller companies will not feel they are taking such a big risk — especially on a new event.
3. We must be true to our attendees. It can be very tempting when you have a young event to take in any exhibitor that wants to be at our APPoSHOW. First and foremost, our event is for and about our attendees, not our sponsors, and exhibitors. Example: In 2002, I helped produce a health and fitness fair and have had to say no to an exhibitor who didn’t support that vision. We cannot be afraid to do the same.
4. We must keep in mind that it’s our first year. It’s better to book a smaller venue and sell out our space early than have a half-empty exhibit. This will give us plenty of time to grow.
5. Don’t say “no” when you can say “yes.” Let’s face it, many exhibitors won’t read their exhibit manual and will miss deadlines. Our job isn’t to be the enforcer. If there’s any way we can accommodate their request, we must get it done. I had an exhibitor ask for electricity they didn’t order two hours before the doors opened. We didn’t have to say yes, but we did because we could. They were among the first to sign up the next year.
6. We’re going to offer exhibitors a registration discount if they take pre-show training. A successful exhibitor is a returning exhibitor. The more we can do to help them be successful, the better. We are going to give $50 in food and beverage vouchers to all exhibitors who participate in our free training. It will become worth it, because I know it will cost more than $50 to replace them if they don’t return next year.
7. We must collect post-show feedback. We’ll have a team in place that will visit with every exhibitor at the end of the event before they’ve packed up and left. Have them conduct an in-person survey. Create a list of what our exhibitors liked most, what they liked least, and what they’d want to see us add or do differently. And, most importantly, integrate that feedback into our game plan for the next show. Remember, as a trade-show producer, we have two customers: our attendees and our exhibitors/sponsors. Both need to be taken care of, but not at the expense of each other. A room full of happy attendees will make it a great show for everyone. Unfortunately, just having a room full of happy exhibitors won’t do the same. https://www.slideshare.net/cdpalmer1229/apposhow-march-2022-the-largest-mobile-app-exhibit
