Event marketers spend time, money and precious mental energy at conferences, so it follows they want to be rewarded for their loyalty.
And we’re not talking room service champagne or chauffeured rides to the venue — though that would be nice.
Time and again, event professionals told Vendelux that getting an early shot at a good booth location is key to feeling appreciated.
“Preferential booth selection is a big one,” said Jackie Leo Hershfeld, events director for Baltimore magazine. “The challenge here is making the process clear and easy to understand.”
Sarah Alvarez, senior event marketer for apree health in Minneapolis, agrees that streamlining this benefit is of the utmost importance. She recalls signing up for a conference and having to virtually elbow her way into a good corner on the trade show floor. Organizers released spots at 1 p.m. on a Tuesday, meaning every event marketer had to pause their day to secure a decent location, regardless of seniority.
“I think that’s a turn off,” she said. “We should be getting opportunities based on our prior commitments.”
To that end, Alvarez is quick to point out that some trade shows feel like “cattle calls.” Organizers cast wide nets, eagerly signing up any interested marketer, only to drop off the face of the Earth when the day comes.
Adding insult to injury, “they get so expensive, and they add so many vendors that you’re paying for less year over year,” she said. “But it feels like if you don’t go, you’re not part of the mix.”
Organizers could benefit from alleviating the burden of these hefty price tags, according to various event marketers.
Rachel Russell, assistant director of brand, marketing and communications at “big four” accounting firm EY, has seen planners get creative with discounts.
“I participated in a feedback survey following an annual conference and received a promo code for a discounted ticket for the following year,” she told Vendelux via email. “The event also held a raffle drawing for a complimentary pass. This motivated me to provide feedback and was an incentive for returning attendees.”
This speaks to a larger expectation: Thoughtfulness.
For starters, dispose of any useless or kitschy “swag” that’s more likely to end up in a landfill than in anyone’s office.
“I would love to see a unique giveaway item for returning attendees only,” Russell said. “Not only does this encourage loyalty and high attendance over time, it also makes your returning attendees feel special and avoids them throwing away a duplicate product.”
Organizers are like anyone else in the biz: They’re ultimately trying to make a sale. But sticking with a client — in this case an attendee — through the sign-up process and into the actual conference can make a huge impact, promising a happy attendee who’s eager to return next year.
“I have found this to be common with larger trade shows, you’re supported and nurtured until you sign the agreement and then it’s a bit of, ‘You’re on your own,’ Hershfeld said. “Nurturing your vendor relationships is key for increased business for the hosting organization.”
One event that got it right? The Transportation Intermediaries Association (TIA) conference.
“They acted as a consultative partner to ensure my company at the time was getting the most out of the event, from booth selection to speaking and networking opportunities, and the support onsite was top-notch,” Hershfeld said. “Having a consultative relationship with your sponsors/partners/exhibitors/attendees can take a lot of time and energy because of the sheer number of people involved, but that upfront cost can generate ample ROI.”
Lastly, and it might seem like a no-brainer, but keeping tabs of who paid and who’s coming is the least you could do to avoid leaving an exhibitor with a sour taste in their mouth.
Russell remembers RSVPing for a conference and seeing pre-event emails trickle into her inbox, but when she showed up at the hotel with her luggage, there was no record of her existence.
“The hotel was sold out, and I had to wait a couple hours for a canceled room to become available and clean,” she said. “It is not a very welcoming experience to have someone question you upon arrival, so it is especially important to have exemplary customer service at your registration table to right the mistake.”
