Exhibitors Adapt to Changing Demands
A recent survey of corporate exhibitors has shed light on strategies they are using to surmount the challenges posed by more demanding bosses and clients.
Today's corporate marketers are required to do more - more of everything, and usually with the same budget as last year. They now oversee more brands and brand extensions, new product launches, e-mail and online initiatives, public relations campaigns, and marketing partnerships than ever before. They have to move faster to keep up with shorter product cycles, rapidly changing corporate strategies, mergers and acquisitions, and changes in corporate leadership.
Corporate exhibitors are in the middle of these changes and challenges. In fact, they are closer to their clients and prospects than any other marketers. This makes their role even more critical.
230 survey respondents told us in June and July 2006 that today's attendees are better informed, smarter and more focused when they're at shows. Today's attendees also tend to be higher-ranking in their organizations with more purchase authority. As a result, they have raised the stakes at tradeshows.
So, how are exhibitors responding to this more focused, better-prepared, time-driven attendee?
Developing themes and messages geared to higher-level executives
Manning their exhibits with more senior-level staff
Arranging more meetings in advance
Adding more educational events in booths, and around events
Becoming more targeted in terms of show selection and messaging
Developing more interactive exhibits
Integrating event marketing themes and programs with other media and marketing communications
Taking advantage of more opportunities to build visibility, such as sponsorships
Setting more on-site goals for booth and sales staff
Developing more sophisticated lead tracking and management systems
Sending more pre-show mailings and e-mails, and doing more post-show follow-up with calls and mailings
Providing more strategic messaging both before and during the show
Conducting more strident post-show lead follow-up
Paying more attention to providing a "wow" factor to attract attendees
The survey also asked what exhibitors are doing differently to communicate more effectively with attendees. Doing more is a common theme; especially more pre-show marketing and more aggressive post-show follow-up, as the following measures exhibitors have taken demonstrate:
A considerable number of exhibitors said they are focusing more on tracking ROI. In fact, 73 percent of exhibitors surveyed during TS2 said that they face increasing pressure to prove ROI. Nevertheless, only 46 percent said they actually track it.
Whether the exhibition industry stays healthy will hinge on exhibitors realizing how attendees are changing and understanding that the stakes get higher with each show. Buyers feel they can gain a competitive advantage by attending shows and conferences, but they need to engage with exhibitors that are ready to meet their needs and answer their questions quickly and efficiently.
- Source: Michael Hughes - Associate Publisher & Director of Research Services at Tradeshow Week