Market research is one of the most valuable selling
tools a show organizer has. Up to the minute, accurate
market
data arms you with the type of valuable information
you need to ‘sell’ your show to potential exhibitors,
including who is attending your show, how well your exhibitors
did at last year’s show, and what type of sales
numbers resulted from participating in the event. Savvy
exhibitors
-- those that can contribute meaningfully to the success
of your show -- will want to know this type of information.
Any information you provide to potential
exhibitors must be both timely and accurately. Unfortunately,
hiring a market research team, especially on an annual
basis, can be an expensive proposition. Doing the market
research yourself can be time consuming and frustrating.
What if there was a way to streamline the process, making
it effortless and efficient for both you and your customers?
Enter the internet. Trade show organizers
have been woefully behind the curve when it comes to
exploiting the internet’s potential for market
research. As the Online Expo becomes more and more of
an industry presence,
it is imperative that show organizers incorporate web-based
elements into traditional shows to accommodate exhibitor
needs, especially as they pertain to market research.
The transition to a more virtual society has creating
an expectation
of instantaneous, accurate information -- an expectation
that we need to meet if we are going to survive.
Here are five techniques you can use to meet this expectation:
1. Constantly Gather Information:
Market research is not a once-a-year
phenomenon. The dynamic nature of the marketplace means
that new exhibitors are constantly setting up shop,
while other companies that have exhibited with you for
years
may run into financial difficulty. Use Google or other
new-alert programs to e-mail you when any of your exhibitors
make news -- their prosperity (or lack thereof!) may
affect your show. At the same time, monitor news related
to your
show’s location, the demographics related to
likely attendees, and other items of interest.
Make a commitment to reach out to
your exhibitors at least quarterly via your website or
targeted e-mails. Invite
recipients to participate in a poll, answer a survey,
or give feedback. Many will, especially if the poll, survey,
or feedback form is quick and easy to navigate. This
gives
you a steady stream of data throughout the year.
2. Invite Open Communication
Exhibitors and potential exhibitors
should always know how to reach you. An easily navigable
website is a must for all businesses, but imperative
for show organizers. Consider having direct links to
frequently
asked questions, easily found contact options, and
even ‘live
help’ via e-mail chat for the crunch time just
before the show.
3. Create Discussion Forums
Discussion forums, whether they’re
constructed as a bulletin board or group format, offer
a great opportunity to invite feedback, ask your exhibitors
questions, and brainstorm new show features. Any group
should be constructed with an RSS and XML feed so that
it can be easily picked up by news aggregators, ensuring
the widest possible audience is invited to participate
in the discussion. You’ll need an employee to
monitor the group on a regular basis, which includes
filtering
out spam and inappropriate messages, but the data gathered
will be well worth the result.
4. Explore Other Communities
You’re in the exhibiting business,
but your customer’s aren’t. Take the time to
visit their internet hangouts -- industry specific bulletin
boards, discussion groups, and e-mail lists. You can either
actively participate or simply passively read what’s
going on -- this is known as ‘lurking’, and
is frowned upon in some communities, accepted in others.
Either way, you’ll be presented with a front row
seat of what’s going on in your customer’s
industry, and gain a deeper understanding of their
needs. Occasionally the talk will turn to industry
conventions
and shows, and that can be a very valuable learning
experience.
5. Provide Content Rich Incentives
Attendees will only visit your website
or participate in polls if you offer them something
of value in exchange for their time. This could be educational
-- content rich articles outlining some of the how-to’s
of effective exhibiting, for example -- or social.
The new generation of exhibitors fully expects there
to be
a social element to their web interactions, be it a
busy discussion list or a forum always filled with
heated debate.
It will cost you little, if anything, to provide these
items, yet will help you keep exhibitors engaged with
and committed to your show.
Of course, these techniques work
best when they augment traditional market research
methods. Nothing can replace
actually getting out on the show floor and talking
face to face with your exhibitors. People may divulge
a great
deal of information over the net, but often don’t
feel like they know someone until they meet them
IRL - In Real Life.
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
