Growing Your Trade Show

May 12, 2017

Kate Dodd

Kate Dodd is the Marketing Manager for Expo Logic. With ten years of conference marketing experience and a BA in Marketing from Pennsylvania State University, Kate specializes in creating company-wide marketing initiatives for events, products and services.

Good news for trade show organizers: According to a recent Attendee Acquisition Benchmarks and Trends Study, 66 percent of organizations are expecting increased attendance in 2017.

So, while this optimistic outlook is encouraging, how should you go about getting your share of this increased attendance? In other words, how do you grow your trade show?

Target Executive-Level Professionals. A study by the Center for Exhibition Industry Research (CEIR) indicated that the majority of first-time attendees at trade shows are executive-level professionals who have the authority to make purchase decisions. The study concluded that this valuable group decides to attend a show for the first time if the show has a credible reputation and they are confident the show will:

·      deliver the opportunity to meet face-to-face with colleagues

·      provide the information they need to make business decisions

·      feature high-quality speakers

·      give high value for the money

So, if you’re looking to attract these executives, make sure your event delivers on these top-of-mind points.

Have a Compelling Value Proposition. Why would your target audience – whether new or returning attendees – want to attend? Perhaps it’s networking. Maybe it’s education. Or building visibility in the market. Organize a brainstorming session with key team members. Email a survey to former attendees, or to your prospective attendees. Ask them what motivates them to attend.

Be an Event Superhero. Make sure your show is positioned to appeal to your target audience. Shape your content to address specific industry challenges and get the best speakers or industry luminaries to participate. Provide fantastic networking opportunities and a convenient, or otherwise desirable, location. 

Multichannel Marketing Matters. Attendees looking for new events tend to rely on various sources of information, not just one. Make sure you’re clearly communicating your value proposition in the publications, websites and social media outlets they read.

Target and then Re-Target. The Attendee Acquisition Benchmarks and Trends Study also revealed that organizations attributed show growth to better email targeting (52%) and/or more sophisticated use of digital tools (44%). 

·      Email targeting. If you’re buying email lists, choose segments that reach as closely as possible your desired audience. And whether your using purchased, rented or your own lists, when you do email to them, tailor your content to their segment. A particular session topic or speaker that appeals to one segment may not resonate with another. 

·      Digital re-targeting. Google AdWords and Facebook offer re-targeting opportunities to further engage your audience with videos, polls or ads after a prospect has visited your website. Re-targeting allows you to continue the digital conversation with content specifically relevant to your audience.

·      Don’t forget the press. Have a press list? Make sure you’re communicating to them as well. 

Toot Your Horn. Use word-of-mouth marketing techniques to organically build your event’s reach and reputation. Social media tools like Hubspot, YouTube or your own blogs keep the conversation going and get people talking. Testimonials or quotes from former attendees lend credibility, as do survey results (i.e., 9 out of 10 attendees plan to attend next year). 

So, in a nutshell, growing your trade show attendance really means you understand 1) your target audience, 2) what they’re looking for, 3) why your show is uniquely positioned to deliver what they need, 4) how to clearly communicate your value proposition, and 5) how and where your audience best receives information about events. Now get growing!

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact