The exhibit program of AMPED's partner client, CSIA (Control System Integrators Association), has seen tremendous growth over the last few years, nearly doubling the number of exhibitors since 2009. How, you might ask? Well, much of this success can be attributed to staff’s commitment to building relationships with new exhibitors and sponsors while continuously strengthening long-standing connections. Sure there are plenty of articles out there with tips for evaluating exhibition effectiveness, but the fact is that a strong meetings team is engaged with attendees and therefore is naturally in tune with how the participant experience is shaping up onsite. Listen to your exhibitors and, when considering a change, get their buy-in first. We did just that with CSIA’s exhibit program earlier this year.
Year-after-year, CSIA’s conference attendees say that the number one benefit of attending the annual meeting is networking among business leaders from all aspects of the industry. Well, if networking is one of the prime reasons to attend, shouldn’t the exhibit program reflect that, too? Anyone who has ever been on the exhibitor side understands how easy it is to become distracted by the entire process of setting up and dismantling your booth — making sure that all your shipments have arrived, tracking down someone to help you find any missing packages, unpacking, setting up, etc. Before your know it, it’s time to take everything down! The window for networking is closed all too quickly. That’s exactly why, this year, we proposed a kiosk-based exhibit model and it was a HUGE hit!
We pitched the idea to the volunteers of the partner committee who represent the exhibitor demographic at the annual conference. As soon as they heard the benefits, they were all in! We told exhibitors to keep it simple: bring your business cards, laptop or tablet for “virtual demos” and marketing collateral/giveaways if desired. Everything else would be there waiting for each exhibitor when they arrived, including a personalized prefabricated kiosk with custom graphics. Say goodbye to shipping costs, too! Leave the bulky demo equipment and booth displays at home. No need for the hard sales pitches either – just focus on making connections in a casual happy-hour type of atmosphere. Of course not every exhibitor was initially jazzed about this change; however, you know you've made a wise decision when even those who were skeptical compliment you on your brilliance during the show!
Moral of the story: be engaged, know your audience and get their buy-in. It’s a win-win for everyone in the end.