Exhibitors and Sponsors are key to a successful and viable event however, historically, it is always the day old challenge at events to ensure that delegates take the time to visit each exhibitor.
Thankfully, there are things that can be done both by the Professional Conference Organiser (PCO) and the Exhibitors themselves.
What can we do to encourage delegate footfall as the PCO?
With large shell scheme events particularly, it can be a challenge to ensure that there is a good flow of delegates around the exhibition. As a PCO, we help to achieve this by:
- Placing strategic catering points.
- Placing poseur tables in the quieter areas.
- Ensure posters displayed at strategic points to draw delegates through the exhibition.
- Recognition of sponsors and exhibitors at opening of conference.
- Reminders from session chairs to delegates to visit the exhibition as without our sponsors events would not be viable.
- Provide social media posts for main sponsors leading up to Conference.
- Provide email footers to exhibitors and sponsors pre-event to help publicise their presence.
- Provide pre-event advertising opportunities for exhibitors/sponsors to publicise their presence at the event and encourage delegates to come and see them. This can be done via pre-conference newsletters or perhaps offering 3rd party emails to association memberships.
What can the Exhibitor/Sponsor do?
- Have a strong brand identity – do you stand out? colourful, engaging, interactive?
- Contact your current clients prior to the event and arrange for them to meet up with you on your stand.
- Think about doing your own stand competition, perhaps offering a year’s free membership to the association running the event.
- Be interactive – e.g. have an educational game set up on your stand to encourage fun and engagement or perhaps a selfie board frame.
- Provide an ‘experience’ – Use virtual reality experience equipment on your stand.
- Providing a relaxing space for delegates to maybe take a seat if you have the space during the breakout sessions.
- Do you promote sustainability within your company, if so, how?
- Make use of the email footer (if supplied) before the event to publicise your presence
- Offer treats – delegates love a coffee, sweetie or freebie but try and think of something surprising to get them talking!
And most of all…
Be engaging, stand and welcome delegates as they pass, don’t spend all day in your chair on your laptop or phone!
Frustratingly both for PCOs, and Exhibitors/Sponsors alike, this is a challenge that will probably be around until the end of time but following these hints and tips should help increase footfall and delegate interaction.