Its common to hear that “quality visitor” did not turn up. Most organizers will dread this statement coming from their exhibitors.

We hear the argument between the venue owners and organizers – each pointing the finger towards each other….

But really is enough being done to get the right quality visitors ??

In today’s times when every individual is bombarded with hoards and hoards of information/advertisement everyday it is difficult to register our information in this clutter.

Is really traditional tools alone like mainline mass media press advertisement / Hoardings / PR / Invitations enough to get the attention of your visitor ???

I believe the over dependency and over spend on advt. on mainline mass media needs to be corrected.

The funnel created over a period of events using mass media at the registration desk needs to used better. Better leverage of the existing visitor base can help you to a certain extent for sure to get the right visitors in.

It is quite possible with the help of the right agency to create various forms of connect with the visitor. With so many exhibitions in the same space today it is important to ensure you “OWN” up you space. Visitor ownership could be the beginning. With visitors having so many choices of exhibitions, getting his attention and getting him to come to your exhibition needs more personalized effort today than probably what was required a few years back.

Getting the right audience rather than the “numbers” is obviously more important.

I think one also needs to educate exhibitors that they need to be more involved pre event and onsite as well.
Exhibitors also need to be educated to that fact that Maximizing “Onsite” booth traffic is the key to a successful trade show experience. More people means more opportunities to increase sales and meet trade show marketing goals. Today there is a need to a take special effort to draw participants into your booth, attendees spend all day in a exhibition hall walking from booth to booth. The most important trade show marketing strategy is to stand out among the crowd.

All this obviously begins with the registration agency being able to capture better visitor information. I think I will go correct that saying the right agency will help you capture better “Visitor” intelligence.

To summarize the above I think….

1) The right registration agency with database skills
2) Visitor intelligence
3) Creating various forms of connect with the visitors
4) Ensure repeat visit by ensuring better visitor experience during his visit to the show
5) Educating Exhibitors to the values of extra effort to “drive” visitors into their stall………

Could some of the simpler to implement solutions to correct visitor flow into the trade shows and exhibit booths.

Y Mukund Rao | July 09

The author is consultant for onsite registration and mob control with over 500 events under his belt and can be reached at muksrao@gmail.com | info@preconfirm.com | 9819768928 | 9321168928

Article Source