How to get exhibitors to use your event website
Event organisers are making serious revenue from online by using their website as a marketing tool . ASP ’ s MD Jon Benjamin tells EW how your event can do it too etting exhibitors to
G promote themselves through your event website can sometimes feel as hard as trying to nail jelly to the ceiling .
Through our experience of working with exhibition organisers of all shapes and sizes across the globe , we believe the answer is showing exhibitors the supplementary value and sales leads your event website provides exhibitors away from the showfloor .
Below are some of our key tips to getting your exhibitors to use your event website .
No freebies It ’ s so easy to chuck in online promotion as a way of getting a company to commit to being at your show . But if you give away space on your event website for free , all it says to the exhibitor is that you don ’ t value your event website . So why should they ?
Onboard them early Once an exhibitor has paid for the stand , being on the event website can quickly be forgotten . We recommend including uploading content into the event website exhibitor zone as part of the onboarding process .
Get Social Encourage exhibitors to post content onto your website by making a point of tweeting about it and including their news and info in your newsletters . This will encourage other businesses to onboard and put regular content onto your website .
Jon Benjamin
“ If you give away space on your event website for free , all it says to the exhibitor is that you don ’ t value your event website ”
Great integration As well as all of the tools that you have provided within your event website , we recommend integrating with companies like Showshoppa that allow exhibitors to sell directly from your website .
FOMO If you are an exhibitor , the fear of missing out on clients to a competitor is probably something that makes them grind their teeth . We recommend sending a reminder to exhibitors who are yet to set up their exhibitor profile on your event website that includes names of fellow businesses who are on there .
Rebook Finally , ask yourself this – which exhibitor is more likely to re-sign for your event ; The one who actively engages with adding content , generates leads all year round , or the one that doesn ’ t ? Getting exhibitors engaged online , will give them a higher chance of having a successful show , making that rebook chat that bit easier !
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Part of the package Some of our clients include a charge of between £ 250 to £ 750 in the exhibitor package and mark it down as marketing through the event website . They make it a prerequisite of the agreement .
Year-round shop window An exhibitor will be on the showfloor for a small handful of days . But they can be on the event website and promote themselves to their target audience all year round . That in itself is a compelling reason for a company to sign up to exhibit at your show .
www . exhibitionworld . co . uk Issue 1 2023 15