The Value of Premium Exhibitor Profiles in Event Mobile Apps

July 16, 2019

Premium exhibitor profiles are a valuable tool within your event technology solution. Frankly, if your solution doesn’t offer an option for premium exhibitor profiles, it may be time to look for a new one. This is because your event may be missing out on thousands in unrecognized revenue from the sale of these digital add-ons.  

First, what is a premium exhibitor profile? It is an upgraded profile for companies who are exhibiting at your event and it provides deeper insight than a traditional option. Your event may have a printed show program for their attendees. Within that show program, you may offer exhibitors the ability to upgrade their profile, purchase ad space and be placed in premium locations within that guide. With the shift to digital, these profiles have migrated to an online home. Attendees can easily search and explore different exhibitors, all from your event website. 

First Impressions Matter

The digital profile is typically the first interaction a prospective attendee will have with an exhibitor. It allows an organization to share their unique value proposition, and detail the breadth and depth of their solutions and offerings. And, it’s a great way to make a strong first impression and provide a compelling reason why attendees should stop by the organization’s booth and visit with the team. 

If an exhibitor’s digital profile fails to attract potential leads, attendees may be less likely to visit their booth onsite. If this is a prospective attendee, it is highly unlikely you will convert them to an onsite attendee. A premium exhibitor profile enables your exhibitors to drive interest in their solutions and differentiate themselves from other organizations at the conference or trade show.

This is not a one-size-fits-all process. Your organization should have its own approach to developing a strategy for premium exhibitor profiles that meets your event needs and goals – this is the core concept behind a premium exhibitor profile. Exhibitors that pay to play and/or pay more should receive additional benefits such as the ability to add unique digital assets to help them stand out above the rest. Consider creating options in a tiered system for premium exhibitor profiles that can fit various budgets and needs, while increasing your PEP adoption.   

Reevaluate Your Mobile App

So, we’ve reviewed the value of premium exhibitor profiles and the concepts that drive exhibitor adoption. Now, let’s look at another way that digital profiles and exhibitor profiles can further increase value. Consider replacing your show guide with your mobile app to drive further engagement with exhibitor booth profiles. By adding another medium of distribution for exhibitor profiles, show organizers increase the value of their offering and exhibitors gain another opportunity for exposure. 

One major challenge to replacing the guide with the mobile app is a concern for adoption rates. Average adoption rates of mobile apps are typically around 30-40 percent. However, by increasing the available and relevant content on your mobile app with premium exhibitor profiles, attendees have another reason to download and use the app on-site.  

That’s where the power of premium exhibitor profiles lie. Your event site and mobile app experiences should help guide the attendee throughout the event. If you sell one tier of your premium exhibitor profile for $300, add another tier for those profiles that live in your mobile app. Instead of having a title sponsor for your mobile app, sell your app as you would a printed guide that you previously used. Sell ad space, sell enhanced listings and provide your exhibitors with the additional exposure and value they are seeking all at the fingertips of your attendees. 

To learn more or discuss the best strategies to sell premium digital packages and boost your exhibitor’s online presence, take a look at our solutions for event professionals and show organizers.


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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.