Getting attendees through the door is the organizer’s job, however, it remains the exhibitor’s task to attract the qualified prospects to visit their booth.
There are a large number of marketing programs available to the exhibitor to drive booth traffic. Two complementary technology driven programs are; interactive pre-show emails and AI assisted match-making. Both provide a vehicle to engage attendees pre-show when they are developing their exhibit hall visitation agendas and scheduling in-booth meetings.
However, each program has problems that reduce effectiveness:
- Not all attendees open exhibitor emails
- If every exhibitor sends an email the attendees will most certainly complain about being spammed
- Not all attendees will download and utilize APPS provided by the event
- Many attendees using company provided smart phones cannot install unauthorized software
Implementing the email and match-making programs together better enables the exhibitor to deliver a compelling message to the registered attendees that convinces them to visit their booth and schedule meetings with key exhibitor personnel. Experienced exhibitors know it is the number of sales not the number of leads that determines the ROI.
