This content was co-created by living room and Skift’s Branded Content Studio, SkiftX.
While exhibitors are vital to any conference, trade show, or special event, it’s important to remember that they have full-time jobs to do before and after the conference. As a result, their time may be limited to complete basic steps such as registration, communications, and data reporting.
“Common challenges we hear from exhibitors center on information overload, inconsistent communication and dispersed resources,” said Jessica Martin, marketing content manager at Stova.
To address this ongoing challenge faced by many planners, Stova has launched the Exhibitor Resource Center (ERC). This portal is a destination for sponsors to actively engage with events throughout the program lifecycle.
Not only does this make it easier for exhibitors to engage with potential business partners, but it also helps planners meet important deadlines.
Here, we look at how you can streamline your exhibitor’s event experience to deliver a win for everyone associated with the conference.
Rethink registration
One of the biggest pain points in the industry is locking in registrations before registration deadlines. The pressure is even greater when dealing with exhibitors—their financial support can make or break your event.
The sales team can’t simply accept “yes” as an answer because a verbal commitment requires a signature to officially close the deal.
Tracking down exhibitors to complete registration and book hotel rooms can be a time-consuming challenge. Time spent following up on incomplete registrations eliminates the opportunity to contact other potential customers who could inject valuable financial resources into your organization.
Exhibitors can register through the ERC platform, streamlining the registration process and allowing meeting planners to invest resources elsewhere. Unique advantages for exhibitors include:
- Give them the ability to sign up their entire team instantly.
- Book accommodations within a block rather than risk teammates being forced to use different hotels.
- Streamline registration and sponsorship payment processing directly within the portal.
- Allow exhibitors to lock in schedules faster and make plans to engage with potential partners.
At the same time, planning teams enjoy several advantages, including fewer administrative steps:
- Planners can manage registration allocation by sponsorship level or attendee type (booth staff, attendees, expansion team, etc.) for smoother operations.
- Check-in was very easy, including the ability to scan badges inside the ERC.
- Planners can provide exhibitors with a comprehensive reference guide, including downloadable files and key event-related links.
- Planning teams can easily upgrade sponsorship packages and designate high-profile participants as VIPs.
Clean up communication
Whether it’s due to busy schedules, too many distractions, or other reasons, miscommunication is a common sore point at meetings and events. ERC minimizes the risk of miscommunication by centralizing all messaging in one central location.
This allows planners to share important information about transportation options, expected weather during the conference, and local restaurants and attractions to visit while away from the main venue.
The platform also creates an easy-to-use space for completing administrative tasks needed for meetings to run smoothly. For example, exhibitors can share advertising deliverables (banners, logos, etc.) for website, e-broadcast, booth, etc. in one space, which is much simpler than sending multiple emails.
“Planners expressed frustration with having to manually track information or answer numerous exhibitor questions,” Martin noted.
The communication hub can also initiate networking procedures before arrival. Exhibitors can easily connect with attendees to schedule in-person meetings and virtual gatherings to improve relationships and facilitate business.
“Exhibitors host events with specific goals in mind—often focusing on engagement and lead generation,” Martin said. “Unlike attendees who are here to learn, network or explore, exhibitors’ goals are to make strategic connections and showcase their products or services in the most compelling way. To support them, ERC provides exhibitors with maximum The resources, insights and tools needed for these interactions. This includes clear timelines, easy access to logistics information, and a platform to manage assets, schedule meetings and track performance.
Improve data management
Exhibitors sign up for events primarily for potential customers – whether it’s new sales opportunities or renewing business with existing partners. Therefore, the information gathered through attending meetings is particularly valuable to them.
Maximizing meeting time starts with booth management. Exhibitors can edit listings and update details through the ERC platform so attendees know where to find them and promote special events like giveaways or guest appearances.
Top-notch reporting capabilities and system integrations make data collection easier.
Exhibitors can track their ROI by collecting leads, making sales, counting booth visits, or raising general awareness of themselves and their products.
Planners, on the other hand, can demonstrate the value of their events, making it easier to ensure exhibitors return to the same conference year after year and potentially increase their sponsorship packages. Planners can also use statistics to enhance marketing and attract new exhibitors to future events.
Given time and resource constraints, planners are eager to simplify the event experience for exhibitors as much as possible. Stova offers a one-stop solution that can significantly improve event and exhibitor business.
“By using reporting tools and instant insights, planners can anticipate potential issues, streamline communications and create a more organized environment,” explains Martin. “In addition, it reduces time spent on repetitive tasks and queries, allowing planners to The player can focus on higher-level strategic planning of the event.
Learn more about Stova and the ERC portal.
This content was collaboratively created by living room and SkiftX, Skift’s branded content studio.
