10 Vendor Strategies to Bring Exhibitors Back the Right Way
Don’t just collect your exhibitor data. Analyze all of it.
Evaluate exhibitor cost metrics and exhibitor success metrics – exhibitor service order data, survey data, lead data, attendee behavior data, and performance metrics from both your in-person and virtual events.
Discover areas of greatest usage and spend.
Where are your exhibitors spending the most? Identify surcharges, penalties, and add-on fees. Look closely at what exhibitors are not buying and find out why.
Scrutinize your exhibitor kit.
Look for “small print exclusions.” Identify archaic practices and procedures designed to generate revenue rather than ease the experience. How are you helping exhibitors to drive sales?
Stand in the shoes of your exhibitors and evaluate the performance metrics of your show.
Compare performance metrics of individual companies and in aggregate. Compare year-over-year performance. Know how your exhibitors are evaluating their show performance across all shows. Help them to evaluate your show.
Call your exhibitors.
Don’t talk to them. Listen to them. Identify their greatest challenges and highest areas of need. Find out how their marketing needs are shifting.
Correlate the data analytics with exhibitor feedback and insights.
Find the greatest pain points. Discover areas of greatest spend. Identify low-performance metrics.
Develop solutions to achieve the greatest return.
Work both sides of the value equation – lower costs and increase leads.
Build your RFPs to deliver exhibitor solutions.
Be able to articulate your exhibitors’ challenges and the solutions you desire. Challenge your suppliers to innovate rather than simply raise prices.
Armed with hard data, facts, and customer insights, conduct smart negotiations.
- Consider including services in your booth space price, but make sure that exhibitor costs are not simply being shifted from one area to another.
- Where you can’t actually reduce prices, change billing procedures and work processes to find additional savings.
- Set your sights on improving exhibitor performance metrics – more new customers; more leads.
- And, remember, just because a service is an exclusive of the facility, doesn’t mean you can’t negotiate rates or conditions on behalf of your exhibitors.
Elevate customer service.
Don’t let COVID be the excuse to provide poor customer service. Now, more than ever, deliver a highly personalized, curated experience for your exhibitors, designed to generate more leads and obtain new prospects.
Capitalize on the opportunity to increase value and lower costs for your exhibitor community.
Contact Tradeshow Logic – your dedicated exhibitor solutions experts.