An Exhibitor's Letter to Santa

Dec

2011

Labels: Tradeshow, Event Management, Exhibiting

As an event organizer, if you were to play Santa for your attendees, exhibitors and sponsors, what would be the most coveted gifts on their Christmas list? Well, I did some holiday research to find out this season’s hot items if you are looking for any last minute gifts. Below is a letter the big guy himself shared with me. It’s important to remember that the event experience is a critical part of your marketing mix. You worked hard all year to fill up the exhibit hall, meet your sponsorship sales goals and meet registration expectations! Be sure the event delivers what you promised and continue to build upon those successes each year.

Dear Santa,

This year, when I attend my industry conference and tradeshow I would really love for the event organizer to provide wifi! Coffee shops and laundromats seem to understand how this enhances customer satisfaction, so why haven’t event organizers? Is it a budgetary issue? If so, they just appear to be cheap. Couldn’t they build a creative sponsorship package for it? Is it a behavior control issue? If so, I think they need to understand that the ability to get online has become as critical as eating and drinking. If I can’t get to my email while at the event, I’ll have to head somewhere else to do so.

When I exhibit at my next event, can you please have the event organizer put together an educational webinar or meeting so I understand what my options are to promote my exhibit before, during and after the event? I have set up some goals for my participation, but I would really love for them to demonstrate that they are invested in my success. This would definitely impact my decision as to whether or not I exhibit at their event in the future or choose that other industry event I’ve been considering instead.

Lastly, when I sponsor, please make sure the event organizer takes time to understand what my specific event objectives are. Last year, I signed up to be a high level sponsor and the package they developed was a lot of signage in the wrong place. They claimed they provided what was contracted, however, our objectives were not met. Our goal was for our company to be perceived as large as our primary competitor. They were sponsoring at a lower level, but the placement of their sponsorship again made them look like they owned the event. If they had taken the time to understand our unique objectives, and the fact that it was perception we were after and not hundreds of signs, it would have been a much more successful event for us.

I’ve been good all year, please make my Christmas wishes come true!

Sincerely,

Frequent Conference and Tradeshow Participant

P.S. – Yes, all of these were things my attendees, exhibitors and sponsors had asked for from me.

Happy holidays and best wishes for a successful 2012!

Barb Myers, CAE

Chief Account Strategist

Barb Myers recently made the move to FMG from the client side, having served as Chief Operations Officer at APCO International managing association programs from membership to domestic and international event planning for a decade. As Chief Account Strategist, she develops and orchestrates our clients’ marketing communication strategies to help them achieve their goals. Her vast experience has given her a multi-faceted understanding of association management issues, including marketing, database planning, budgeting, government relations and international development. Barb has a bachelor’s in psychology from the University of Maryland and is pursuing a Master’s in non-profit management from the University of Central Florida. She is a Certified Association Executive and holds a Business of Meeting Certificate. She is active in ASAE and IAEE. To the envy of the rest of us, Barb is based in Florida so when we want to feel bad about our northern location, we just give her a call for a quick weather report.