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Exhibitors spend countless hours designing their booths and coordinating travel. They fill out stacks of forms and make arrangements with local vendors. They watch their budgets strain at the seams as they pay to reserve space, build booths, and secure sponsorship opportunities.
After all of this planning, show organizers worry that the exhibitors will decide, “This just wasn’t worth it.”
For these show organizers, the journeys their exhibitors take to the show floor, and the questions they ask along the way, are critically important. Revenue from exhibit sales represents well over half the total revenue of the average event. And sponsorship sales account for another 14 percent.
Show organizers don’t merely want to sell exhibit space. They want to help their exhibitors achieve their goals. They also want the event experience to be pain-free and the benefits of exhibiting to be clear.
In short, show organizers want their exhibitors to return year after year, increasing their investments as they do.
But when exhibitors get buried under the minutiae of preparing for an event, it takes a massive ROI to make up for the extra work and frustration, making it all the more tempting for exhibitors to look elsewhere for lower-hanging fruit.
Fortunately, it doesn’t have to be this way.
Show organizers now have access to exciting new digital tools that transform the exhibitor journey into a seamless, effortless experience. Organizers can help exhibitors spend their budget more efficiently, save them time and effort when handling logistics, and gain more time to connect with leads and raise their brand awareness.
What is the exhibitor journey? And what do exhibitors need from start to finish? Join us as we explore the exhibitor journey in detail, including:
For an event exhibitor, the journey usually goes something like this:
It seems fairly straightforward, but there are numerous logistical challenges that exhibitors face throughout the journey. These challenges can take valuable time away from the exhibitor’s focus on strategy and business goals:
All these questions lead back to two things that exhibitors need:
If show organizers can meet both of those needs, exhibitors will gladly return.
Best Practices for Supporting Trade Show Exhibitors: Part Two
Best Practices for Supporting Trade Show Exhibitors: Part Three
Best Practices for Supporting Trade Show Exhibitors: Part Four
The value of providing a productive trade show experience for exhibitors
Our outlook on the immediate future of the trade show