They pay your salary and make your job possible.
Your association cannot exist without them. But can you honestly
say that you are an exhibitor-focused organization? Can you
claim to be part of the elite group that truly brings exhibitors
into the decision-making process? Is your focus on short-term,
bottom-line results, or on long-term relationships? The latter
is an ongoing process that takes time and requires both patience
and organizational commitment. With an average exhibitor turnover
of 30 percent, show management should be eager to find ways
to do more than merely sell space and truly start partnering.
The following strategies are the foundation of an exhibitor-centered
organization:
1. Focus on different groups of exhibitors.
2. Concentrate on exhibitors' needs - listening and responding.
3. Create a team dedicated to helping the exhibitor.
4. Develop strategies to give exhibitors more than expected.
Strategy 1: Focus on different groups of exhibitors.
Every show has various groups of exhibitors. For example, there
are large corporations that participate in shows around the
world; medium-sized companies that may exhibit at a few key
industry shows; and small exhibitors working on a shoestring
budget. Each of these segments approaches their show participation
from different viewpoints. The large corporation may bring
together many different departments, an ad agency, and an
exhibit builder, to name a few. In contrast, the small exhibitor
may do it all themselves to minimize its financial outlay.
How do you, as show management, approach these different
groups to accommodate their various needs? Rather than a "one
size fits all" model, consider different programs for
each group. Divide your current exhibitors into logical groupings.
How do their needs vary?
Strategy 2: Concentrate on exhibitor needs - listening and
responding.
Listening to exhibitors is just part of what needs to take
place. Often, we may listen but not act on what we hear. Methods
for listening and acting need to be formulated. There is a
broad range of techniques, including focus groups, exhibitor
satisfaction questionnaires, on-site visits, and toll-free
numbers. Focus on asking your exhibitors three major questions:
1. What services are most important to you?
2. How well do we deliver the services you want, relative to
your expectations and relative to other show management teams?
3. What do you think we are not doing well or not offering?
The answers to these questions will highlight your strengths
and weaknesses and will help create guidelines for responding.
Use the results as the basis for problem-solving meetings and
to celebrate successes.
Strategy 3: Create an internal team dedicated
to helping the exhibitor.
Your employees are your internal customer-service team. Everyone
the exhibitor comes into contact with represents the entire
organization. Do you treat your team members with respect?
Do you find ways to show your appreciation for the work they
do? Treat your employees with respect - and chances are they
will have a high regard for your exhibitors. One critical ingredient
in getting your internal team to go the extra mile for the
exhibitor is empowerment. This gives people the ability to
do what needs to be done, rather than simply doing what they
are told.
Strategy 4: Develop strategies to give exhibitors
more than expected.
In a highly competitive marketplace, exhibitors need to be "wowed." But,
to do that, you first need to know and understand what they
expect and value. Consider the following:
- What can you give exhibitors that is totally unexpected?
- What can you give exhibitors that they
cannot get elsewhere?
- What can you do to follow up and thank
exhibitors for supporting your show?
- What can you do to personalize
your service?
Part of wowing the exhibitor is being able to handle complaints
or crisis correctly. Teach your team to effectively find solutions
to exhibitor problems. Also, look to develop a special interaction
process to meet the specific needs of your best exhibitors.
Some organizations offer frequent- user or other incentive
programs. Make exhibitors feel important. Tell them how valuable
they are to you and look for ways to help them be successful.
Their success will be your success.
Written by Susan A. Friedmann,CSP,
The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for
Dummies,” working with companies to improve their meeting
and event success through coaching, consulting and tradeshow
training. For a free copy of “10 Common Mistakes Exhibitors
Make”, e-mail: article4@thetradeshowcoach.com; website:
www.thetradeshowcoach.com
