Successful trade show exhibitors will tell you that a key factor for their success is to increase the number of quality attendees that visit their booths. In an effort to increase their ROI, and therefore the odds that they will return to the event, they turn to the organizer to increase the number of exhibition hours, not schedule key sessions in competition with exhibiting and to co-locate the food or beverage service in the hall. While all are helpful there is one area that is sometimes overlooked – access to the registration database to support exhibitor pre-show marketing programs.
Recent CEIR research suggests how important access to the attendee data is by pointing out that 76% of attendees arrive at a trade show or event with an agenda, spend quality time with 26 exhibitors and half of these 26 exhibitors scheduled appointments in advance. Thus is clear, the successful exhibitor has to get on the attendee’s agenda and to do this effectively they need the help of the organizer. Continue reading