Partners in Promotion

Exhibitors and show managers join forces to promote attendance

By Rayna Skolnik

Show managers understandably want exhibitors to participate in pre show attendancepromotion. Competition from an ever-growing number of shows, plus continuingpressure on travel budgets, make it increasingly difficult to attract attendees. You needall the help you can get -- and exhibitors are your logical allies.

Not all exhibitors are swayed by that reasoning, however. Often, they view attendancepromotion as exclusively show management's job. But they're missing a point, says TomSagan, Group Show Director and Shot Show Manager for Reed Exhibition Companies in Boston: "A lot of the responsibility for getting attendees to the exhibit hallis show management's. But to get people from the registration desk to the booth is theexhibitor's responsibility."

It's an important and useful distinction. "Most exhibitors won't help show management,but they will help themselves," observes Don Berey, Show Manager for Unix Expo,produced by Bruno Blenheim Inc. in Fort Lee, NJ. Consequently, he says, "Our goal is toconvince exhibitors that it is in their interest to promote their participation toprospective attendees."

Selling the idea
Getting exhibitors involved in pre-show promotion requires education and salesmanshipon several fronts. Booth salespeople for Unix Expo continually tell exhibitors about thebenefits of pre-show promotion. Berey says they might point out, for example, "If youhave a new product, even your customers might not yet know about it." Pre-showpromotion can let that customer know. Another important point: "As the show getsbigger, attendees don't have time to wander the aisles. Anything an exhibiting companycan do to set itself apart from other companies is beneficial."

To get the cooperation of exhibitors at the Home Improvement & Remodeling Show, KarenFisher, President of M & M Productions in Portland, OR, educates them early and often."We constantly remind them that they can and should do things that contribute to theiroverall success," she says. Exhibitor newsletters explain that there are three steps inthe exhibiting process -- pre-show, the show itself and post-show -- and that exhibitorsmust take responsibility for all three. The exhibitor packet lists the promotionalopportunities that show management offers. And at pre-show exhibitor trainingsessions, a nationally known speaker presents promotion ideas to exhibitors.

To emphasize the importance of pre-show promotion, Kathleen Kaiser, Director ofExpositions for Seybold Seminars in Malibu, CA, sends a 45-page marketing manual aheadof the service manual. Although the marketing manual gives full details on promotionalopportunities, Kaiser isn't content to stop there. She also conducts a full-day exhibitortraining session, and devotes half of it to reviewing promotions.

The New England Dairy, Deli, Bakery Association in Braintree, MA, recently published a56-page Trade Show Encyclopedia that's free to its exhibitors. The encyclopedia emphasizes pre-show ads and personal invitations. "Exhibitors sometimes complain that they don't see enough customers," says Andrea Walker, NEDDBA Executive Director. "Thisbooklet explains that some of that is their responsibility."

One of the easiest and most common methods for involving exhibitors in pre-showpromotion is to provide "See us at the show" stickers for their literature andcorrespondence. Even exhibitors who think promotion is totally management'sresponsibility aren't likely to object to using such stickers -- and they are effective. Butthey're just the beginning.

Free or discounted passes
Show passes are also considered a basic technique. But show managers handle themdifferently, depending on exhibitor sophistication and audience focus.

For example, Berey encourages exhibitors to include passes in their mailings, andprovides as many as exhibitors want. However, he says his exhibitors are sophisticatedand knowledgeable, and will distribute them judiciously.

Fisher provides two types of passes. Traffic-builder discount coupons are good for $1 or$2 off the $6 admission, depending on the day of the week. Because her show is broad-based and targets the general public, she provides as many coupons as exhibitorswant. She suggests that exhibitors not only mail coupons to their current clients, butalso display them at their place of business.

Exhibitors can also buy, at $3 each, free passes for their best customers and hottestprospects. The charge to the exhibitor ensures that the passes are not given out indiscriminately.

Fagan changed his approach to discount tickets this year. Previously, each exhibitingcompany got about 500 tickets, which they were urged to give to their best customersand prospects. "This year, we didn't force the mailing," says Sagan. "We asked exhibitorsif they wanted the tickets." Only about half of the exhibitors responded, yet the totalnumber of tickets needed was the same. Fagan's conclusion: "It shows that if exhibitorsunderstand the value, they'll participate in show promotion."

Targeted mailings
Although exhibitors often ask their salespeople to distribute show passes to theircustomers, Jason Chudnofsky, President of The Interface Group in Needham, MA,expresses some misgivings. "I don't encourage that," he says. "Who are they giving themto? How well-targeted are they? I prefer direct mail, with an accompanying letter thattargets a specific person -- whether a decision maker, a specifier or a product manager.Then the right person walks into the booth." Chudnofsky says that exhibitors at theComdex shows give show management the names of their top 100 to 300 customers touse for targeted mailings.

Not all exhibitors will share those key names, says Kevin Johnstone, Director of Salesfor Advanstar Expositions in Santa Ana, CA. Advanstar produces two trade shows and 10consumer shows for the motorcycle industry. "The competition in this industry isfierce, and exhibitors are very protective of their customer list," he says. He getsaround that obstacle by providing pre-stamped mailing pieces that exhibitors only needto address.

Walker at NEDDBA also finds some exhibitors reluctant to provide customer names toshow management. Her solution: "I ask them to put their customer list on disk and send itto a fulfillment house, and we'll pay the postage for the mailing."

Seybold Seminars, meanwhile, has tripled exhibitor-generated attendance with its VIPmailing program. For each 100 feet of contracted booth space, an exhibitor can giveshow management 50 prime prospect names. Each prospect receives a personalizedletter stating that the enclosed free pass is provided by the exhibitor, and includes thename of the exhibitor contact to call for an at show appointment. The letter is signed bySeybold President, Jonathan Seybold, a key figure in the industry. The exhibitors payonly the postage. "Exhibitors love this because their best clients get a personalizedletter," Kaiser says. Also, all tickets are numbered and tracked, so exhibitors can tellwhich clients attended.

Shot Show exhibitors can do a low-cost, targeted mailing by piggybacking theirliterature with the badges sent to 10,000 pre-registrants. "If an exhibitor gives us theflyers, we'll enclose them with our mailing for $1,200," says Sagan. "Exhibitors makea contact for 12 cents -- less than the cost of postage, and without any charge for handling or envelopes." Sagan explains that an exhibitor flyer announcing a special priceavailable only on-site has benefits for everyone. It helps the exhibitor pull traffic to thebooth; it helps the attendee plan his visit to the show floor, and save money; and it helpsshow management by increasing the perceived value of the show.

Advertising
"Visit our booth" tag lines in pre-show advertising are another basic, simple, not-to-be-missed promotional opportunity. As Dan Hamilton, Director of Marketing forConnelly Business Exhibitions Inc. in Ottawa, tells exhibitors in the Ottawa BusinessShow, "Running an ad without mentioning your show participation is like holding a partyand not telling your guests where it will be." For starters, show management oftenprovides camera-ready art that exhibitors can simply drop into their ads. Some showmanagers go even further.

For example, exhibitors in the Home Improvement and Remodeling Show can buy into reduced-cost radio ads. Fisher explains that exhibitors who pay halfthe cost of a 30-second ad get half of that time to promote their product or service. Theother half of the ad promotes the entire show, which benefits the exhibitor, too.Exhibitors also can advertise in the newspaper, which runs a show guide the Sundaybefore the show. Fisher encourages exhibitors to advertise any at-show specials both onthe radio and in the newspaper, and extend the impact by continuing the offers for 30days after the show.

The Super Show is enormous, 17 shows in one, with 2,800 exhibits. "To be successful,each exhibiting company must promote its own space," says Show Director Hardy Katz,of Communications and Show Management in Miami. One way is to advertise in "See ItFirst," an ad booklet that's mailed to all pre-registrants. The booklet is also distributedat registration, on show shuttle buses, at hotels and to the press. "This gives exhibitors agood shot at being noticed," says Katz. "See It First" ad rates begin at $350. Some of theother promotions in which exhibitors can participate can cost up to five figures. "Wetalk with each exhibitor, find out their budget and come up with a promotion that fits,"says Katz. "Everything is geared to the exhibitors' needs."

Sweepstakes
Give attendees a chance to win something and they'll walk in and take notice. Fisher'sexhibitors can offer as a sweepstakes prize a product or service with a minimum valueof $500; last year one company gave away a $2,400 paint job. The prize is promoted in30 separate radio ads at no charge to the exhibitor. Attendees enter the sweepstakes atthe exhibitor's booth, although state lottery laws require that people also be able toenter by mailing in a postcard.

When attendees at the 1993 Super Show arrived at their hotels, they were given abuyers' envelope that included information on two sweepstakes with some impressiveprizes. Entrants in "The Super Show Grand Sweepstakes" could win $100 inmerchandise given away daily by each of the participating exhibitors, plus $10,000 inmerchandise and a 1993 automobile given away at the end of the show. Attendees couldenter as often as they wished -- of course -- by dropping off an entry form at theparticipating exhibitors' booths. Attendees could also vie for one of five trips to Bermudaby having their "Passport to Bermuda" stamped by any nine of the 19 exhibitorsparticipating in that offer.

Rewards
To encourage more exhibitors to participate in show promotion plans, some showmanagers have begun to offer rewards to their exhibitors. Free passes can be stamped,for example, with the exhibiting company's name. At the end of the show, the exhibitorwho was responsible for generating the most attendance is given a prize -- often a free10' X 10' booth at next year's show.

Other, smaller-scale incentives are also becoming popular. Two free banquet tickets, forinstance, when 50 registrations are returned stamped with the exhibitors companyname. A free night at the hotel for exhibitors who pre-register a certain number ofattendees. Extra priority points when exhibitors place ads that promote the show.

Although show managers would like to believe that exhibitors will promote the showsimply because of the benefits they themselves will reap, the reality is that manyexhibitors do not yet think of promotion as part of their pre-show planning. Witheducation and encouragement, that can be changed.

No stone unturnedConnelly Business Exhibitions Inc. leaves nothing to chance. The exhibitor manual forthe Ottawa Business Show offers exhibitors show passes, but then takes several stepsto ensure that passes are used effectively. A section on "Planning your invitationprogram" explains how to set objectives for the cover letter accompanying theinvitation, and provides guidelines that help exhibitor salespeople create targeteddistribution lists. An exhibitor bulletin provides a full page of tips for improving coverletters, plus a sample letter that exhibitors can adapt.

Connelly will overprint the invitations with the exhibitor's name and booth number, for about $50 per 200 invitations. "Some shows do that free," says Dan Hamilton, Directorof Marketing for the Ottawa-based show management company. "We feel that unlessthere's a small amount of buy-in, exhibitors won't see them as valuable.

"Our point of contact is the exhibitor," Hamilton continues. "But it's often left to thesalespeople to invite customers and prospects. You also have to reach them to explainobjectives and benefits." Thus, the exhibitor manual encourages exhibitors to hold twopre-show meetings with booth staff, and even provides sample agendas. On the agenda forthe first meeting: Give salespeople the show invitations, plus a "Sales results" flyerprovided by Connelly -- that tells why and how to distribute the invitations. At the secondmeeting: Review the success of the invitation program and urge salespeople to remindkey customers about the show one more time.

Any exhibitor that has still not ordered passes one week before the deadline gets a faxedreminder and then a phone call. "We do a complete blitz of the exhibitor list," saysHamilton. "Often, they haven't even read the manual or the bulletin. Those calls reallyboost the number of orders you get."

Show management takes an equally thorough approach to pre-show publicity. The manualprovides specific news release topics and writing guidelines, and lists names, phonenumbers and news deadlines for key media contacts. Connelly also publicizes exhibitors'product introductions and special events in its own releases; the exhibitor need onlycomplete an information sheet that show management provides. "We find that programvery effective," says Hamilton. "The exhibitors give us valuable ammunition. So wefollow up by phone and keep pestering them for the information -- we call it the 'pesterfactor.'"

There are camera-ready show logos in the manual, of course. But show managementcontacts publishers of show previews to find out which exhibitors are advertising - andthen reminds those exhibitors to use a logo in their ads. "Often they hadn't even thoughtof it," says Hamilton.

"You must understand that your exhibitors are busy," Hamilton explains. "The show isn'tthe only thing on their minds."