Ufi Presentation

Gift wrapping exhibitor training

Christophe LanduytExpo-id, Belgium

UFI Focus MeetingBest Practices in Exhibitor Training

© 2007 Expo-id

Gift wrapping exhibitor training

• 1. The importance of upward migration• 2. Creating migration momentum• 3. What do exhibitors need to know?• 4. The trouble with trainers

Current situation: trade shows and general audience shows

TOP EXHIBITORS

FOLLOWERS - MASS

UNDERACHIEVERS

The importance of upward migration


• Underachievers:

– Late booth reservation– Little services– Little visitor promotion– Little added value to the show

– Low ROI– Low satisfaction– Low fidelity to the show


• Followers:

– Most services ordered on time– Average visitor promotion– Average added value to the show

– Most of the budget allocated to proper booth– Average satisfaction - average involvment– Relatively high fidelity to the show


• Top exhibitors:

– Most services ordered on time– High visitor promotion (special events / niche targets)

– High added value to the show

– High budget, only part allocated to booth– High satisfaction - very high involvement– (Relatively) high fidelity to the show

The importance of upwards migration

• Upwards migration =

– More satisfied and more loyal exhibitors…– … with an increasing show budget– …who buy more services and– …actively promote the show with niche visitors– …and add to the shows pizzazz.

- Extra value for visitors…- …without having to pay through the nose.


• How to communicate the urge of migration?

– Smaller companies: CEO - Owner

- Larger companies:Marketing executive

The importance of upwards migration

• How to create migration momentum?

– Gift wrapping training content reduces resistance and eases acceptance.

- Adapt training content, setting and timing according to exhibitor's needs and agenda.

- Different events => different target audience=> different training content=> different outcome

Creating migration momentum

• Technical & logistic briefings:

+ Low cost - easy to promoteLogical wrappingAt the right moment

- Level of participantsTime left until D-dayPerceived value


• Dedicated training events:

+ Very intensive - excellent resultsBrand extension - exhibitor valueMotivated audience

- Likely to attract best of classNumber of attendeesAvailabilityTime consuming - expensive


• Mixed (social) industry events:

+ Brand extension - brand continuityHigh attendance (eventually)Targeted audienceCommunity building

- Sandwiched training contentGradual administrationFallacy of perfection


• Some Belgian samples:

– BOSTA: Paper Show Stand allocation meeting

– Fedagrim: Agribex Exhibitor Academy

– FISA: Batibouw Building Lunch

– TMAB: (ICT2day) Exhibitions work!

What do exhibitors need to know?

• First timers:– Often stuck in practical issues– How to read visitor statistics– Bridging the 2D-3D gap– Motivational issues - Team building

• Experienced exhibitors:– People related issues– Lead management– Result enhancement


• People related issues are the common denominator:

– How to compose a project team– How to staff my booth– How to brief/train booth staff

– What do visitors do at shows?– How to detect visitors' needs?– How to interact efficiently with visitors?


• Choose an attractive form to deliver content, adapted to the level and needs of the audience:

– Hands on– Recognizable– Light hearted


- Create easy to understand and easy to use formats for training content.

- Visualize your message.

- Use real life examples/ pictures.

- Repeat your message through different channels before and after the show.

- Measure the impact or create tools to do so.

The trouble with trainers

- Emerging demand and emerging (adequate) offer.

- Sales training vs. attitude training

- Shows are changing, most trainers not.

- New visitor-oriented approach

- Training trainers: who & how

Ufi Presentation

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