May 2, 2011 by Dave Lutz
Attendees are changing the way they plan and consume trade shows. If you’re still using static PDF floor plans and exhibitor listings, you’re missing out on the opportunity to upsell — and to connect buyers and sellers.
According to research conducted by CEIR (Center for Exhibition Industry Research), nearly 75 percent of young professionals (40 years old and under) create a must-see list of exhibitors before coming to a trade show. That staggering percentage has opportunity — and win/win/win — written all over it:
Attendees want to browse before they shop and plan their time wisely.
Exhibitors want visibility — page views, clicks, and personal visits from interested buyers.
Organizers benefit by connecting buyer and seller, extending the life of their show, and monetizing the opportunity.
Are you capitalizing on this? If your exhibit hall has more than 50 exhibiting companies, you’d be wise to research online floor-plan technologies that include rich exhibitor profiles. The payback and added value make it one of the easier event-technology investments to justify.
Here’s a cheat sheet for researching and implementing a self-funding plan.
One Final Piece
Attendees want search tools that are similar to what they use as a consumer — including “mobility.” Around 20 percent of the page views are going to be on mobile devices — and that percentage is only going to increase. Your exhibitor profiles and attendee tools must be accessible from any device and the analytics from smartphones must roll up.
Adapted from Dave’s People & Processes column in PCMA’s April edition of Convene. Reprinted with permission of Convene, the magazine of the Professional Convention Management Association. © 2011.
What are some other ways of upselling exhibitors and sponsors that have worked for you? How are you communicating the value and ROI of those offerings?
Filed Under: Sponsorship & Exhibits
You absolutely hit the nail on the head! Our software, ZeristaPRO, allows people to plan who they want to meet, what they want to attend, and where they need to go way before the event itself. From virtual exhibitor booths to interactive floor plans to the “matchmaking feature” event software will make an event far more lucrative and valuable for everyone involved.
Great article – thanks for bringing these issues into the limelight!
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