4 Surefire Ways to Keep Exhibitors Coming Back

December 7, 2013

When I talk to show managers about their biggest event challenges the recurring theme is: How to grow attendance, getting more exhibitors, getting more attendees, Building event traffic and attracting a larger number of quality attendees.


It is all about attendance.



1.    Make Sure Newbies Know the Basics: As a show organizer, your goal is to have exhibitors return each year. Get new exhibitors off on the right foot.  Some may know the ropes, but don’t assume that they all do. Here are a few of the basics.



•    Signage: Make certain exhibitors’ signage makes it clear what they are selling. Seems like a given, right? You would be amazed how many companies assume attendees know who they are and what they do. When attendees cruise down an aisle, exhibitors have only a few seconds to engage them.



•    Up-Beat and Interactive: There should be no physical barrier between exhibit staff and attendees. Nix the six-foot table that cuts off access. Stand, don’t sit. Smile and be welcoming.



•    Business-like Atmosphere: Having fun is part of the typical trade show experience, but exhibits should appear business-like. An exhibit isn’t a place for making phone calls, snacking or looking unprofessional. During show hours an exhibit should never be without a staff member.



2.    Introduce Exhibitors Each Another:  This is something that many show organizers overlook.  As an exhibitor, I would welcome the opportunity to be personally introduced to other exhibitors within my industry. Exhibitors who do not compete can be an exceptionally good source of leads and references.



3.    Make It Easy for Exhibitors to Retrieve and Follow Up On Leads: One of the most important elements for retaining exhibitors is sales leads. If exhibitors get qualified leads, they will return. The primary goal of most exhibitors is to collect qualified leads.



•    Quality over quantity is a concept we all understand, but do not always embrace. Yes, we may feel satisfaction knowing we have more of something, but in the end, more can just mean, well, more useless junk.  While traffic is important, face it, most trade show attendees are not interested in the all of the products at any given show.  An exhibitor is not trying to appeal to everyone at your event, just those with the need for and the ability to buy its products.



It is vital for exhibitors to identify quality leads. Help them by gathering this information on your registration forms. They need to be able to contact interested attendees. If you fail to encode contact (email and phone) information on your badges, you will alienate exhibitors. Another essential is demographic information, such as the attendee’s buying interests and level of decision-making authority.



Without more background on your attendees, what your exhibitors are doing amounts to nothing more than a blind date.



4.    Make it a Show to Remember: A successful show continues to generate buzz even after it has ended. One creative way to stand out and leave a lasting impression is to produce and circulate a video collage of all the exhibits at the show.  Not only is it creative and fun, but it is a great technique for capturing the attention of attendees and exhibitors. It is also a catchy way for people to remember your event. Let’s face it; everyone loves to see their faces on the big screen!



How can you ensure that your event uses new and emerging trends to meet the preferences of event participants? Stay up to date effortlessly; download “The Future of Tradeshows” here.

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