November/December 2002

Point and click

Creating exhibitor-friendly Web sites

By Marlys Arnold

Often, show managers are so busy putting what they want on a Web site, they fail to create something exhibitors can (and will) use.
What are exhibitors looking for in a show’s site? The basics include a calendar of deadlines, an online exhibitor manual with downloadable service order forms, information on sponsorship options or advertising in the show program, and the show floor layout.

Exhibitors also appreciate the improved media relations opportunities a show Web site can provide, such as a downloadable contact list of media who attended last year’s show. In addition, exhibitors like to be able to post press releases (or entire press kits) online, with that service being promoted to the media. A list of on-site press conferences can be compiled and posted as well.

But don’t overload the site with unnecessary animations or graphics. “I like show Web sites that load quickly and are easy to navigate,” says Lynn Burge, Advertising Coordinator for Master-Bilt Products. “I’ve seen some that had huge graphics and links all over the page. Thatgets kind of annoying after the first few visits.”

Also keep in mind that the online world isn’t linear. When a paper manual is copied word for word, references such as, “See more information in Chapter 6,” won’t be very helpful. Instead, create a direct link to the information in the appropriate section.
The National Association of Broadcasters (NAB) has worked six years to fine-tune its show site. NAB posts the floor plan a year in advance to let exhibitors see available space. About six months before the show, NAB adds the online exhibitor service manual and an exhibit promotion guide. NAB’s Interactive Marketing Manager Pete Ratkevich says the staff gets fewer calls from confused exhibitors with basic questions now that answers are readily available online.

“Nearly all our exhibitors access the information at some point before the show,” Ratkevich says. He estimates that more than half visit the site weekly. The site’s most popular features are booth personnel registration, the online directory listing form (allowing exhibitors to submit and update listings for the printed directory and Web site) and the show floor plan.

Ratkevich’s advice to shows looking to improve their Web sites? Ask your exhibitors what they want. “If they don’t tell you, ask them again,” he says. “Record every criticism about communications and process challenges that you hear, and start there.”

But he also cautions against getting caught up in implementing online services. “Your Web site exists to make communication between you and the exhibitor smoother, so make sure it’s doing that,” he says.

Marlys Arnold, a trade show consultant based in Kansas City, MO, is the author of Build a Better Trade Show Image (2002). E-mail:marnold@imagespecialist.com