INTRODUCTION
According to data from the American Society of Association Executives, exhibitors account for 27 percent of meeting revenue for associations. Thus, it’s important that your association offers exhibitors a positive experience and traffic to their booth.
Here’s how trade associations can improve the experience for vendors at their trade show.
WHAT INFORMATION TO PROVIDE EXHIBITORS BEFORE YOUR TRADE SHOW
Create a detailed vendor prospectus and publish it on your website well in advance of your trade show (minimum six months out). In it, you should explain booth dimensions, what’s included (e.g., table, chairs, pipe-and-drape, electrical, wifi) vs. what costs extra, your cancellation and refund policies and deadlines. Also include photos of the trade show floor from past years, and list past exhibitors.
Once a vendor signs up, provide them with an exhibitor manual that covers load-in date, time windows, dock or entrance assignments (staggering large and small booths to avoid bottlenecks), load-out time and rules (including consequences for early breakdown), and loading dock or freight elevator logistics, certificate of insurance requirements and booth setup rules. Too often, associations provide vague or incomplete setup information, which often leads to a free-for-all and frustrates convention center staff.
Lastly, make sure to email a “What to Expect” guide that goes over attendees’ agenda, parking, expected busy vs. slow times, lunch, wifi access, association staff contact info, convention staff contact info and any other pertinent information that can be easily referenced by the vendors.
HOW TO DRIVE TRAFFIC TO VENDOR BOOTHS
Traffic flow starts with the floor plan itself. Map booth locations with sightlines in mind and avoid dead zones near restrooms or storage areas.
Reserve your prime real estate near entrances, food and high-traffic paths for your top sponsor (those who pay more than the standard exhibitor’s fee) rather than filling it on a first-come basis, and place food and beverage stations directly on the show floor instead of in a separate room. On multi-day shows, rotate these high-traffic amenities to a different zone each day so the same vendors aren’t always benefiting.
You also should consider creating activities that give attendees a reason to visit booths. For example, a scavenger hunt or passport program, where attendees collect stamps at booths to enter a prize drawing, works well when paired with a meaningful prize and a clear deadline.
Also, consider having some presentations or product demonstrations on the trade show floor, as they can help drive foot traffic to the surrounding booths. Meanwhile, a vendor-sponsored lounge or charging station placed in a slower section can redirect people who’d otherwise stick to the main aisles.
HOW TO PROVIDE ON-SITE SUPPORT
Provide staff during load-in and load-out specifically to direct traffic and enforce your time windows, since this is often the most chaotic and highest-friction part of the trade show. You also should offer exhibitors the opportunity to register their entire team while they are setting up. Just remember to tell them that they need to tell their colleagues that they have all the name badges.
During the trade show, vendors need to know exactly where to go when something goes wrong, so a visible trade show kiosk or help desk dedicated to exhibitors is essential. Exhibitors tend to forget things like tape, scissors, etc., or they may be swapping staff last-minute and need replacement name tags, so be prepared for all these situations.
Sometimes, there may be issues (e.g., electrical) that require convention staff support, so make sure you can call or radio them at a moment’s notice. Have a clear process for handling booth damage or AV issues during the show so vendors aren’t left guessing who to contact or how long a fix will take.