A new era in exhibit marketing is here. That means that the criteria for finding partners are changing, and corporate exhibitors are looking for new capabilities and values. The show floor environment demands a new understanding of the value of in-person marketing from both exhibitors and their partners.
Some things never change:
No matter what you hear in a pitch, knowledge of your industry, particularly regulated industries like healthcare, saves time and money. If you’re an exhibitor looking for something different, walk the floor at a show outside your industry—one like CES, NAB, or maybe Surfaces, where you’ll get inspiration. (Look at what we adopted after we visited CES!) If you can, walk the show with your exhibit partner. Look for elements like lighting, flooring, and fabric. Observe how some exhibitors get a high identity without rigging. Then, discuss what is possible for your industry, considering sightlines, setbacks, and other regulations that often pop up.
If your partner knows your industry, they also know the shows and events in your industry. They know the associations and the show regulations. They will also have developed relationships with the show management folks who can help you have a great experience on the show floor.
Consider the budget impact. Ask for a sufficiently modular solution that can work for all your events—from 10 x 10 to 40 x 50 spaces. Your properties should be adaptable and have a graphics archive that works across multiple products and configurations. If your schedule includes only one really large show, discuss what is available to rent to augment your properties. Look at each configuration to see where you might experience cost savings. Your partner should be able to discuss alternatives—vendors, materials, and show-site marketing.
One other thing that most how-to articles don’t mention: like your partners. You will spend a lot of time with them on the show floor. You are going to share meals, you are going to have to hang around together waiting for who knows what, and you are going to want to be transparent about elements of your program that bother you. Don’t settle for working with people you don’t like.
So: What’s new?
Sustainability is a critical factor. If you are a corporate exhibitor, your company probably has a policy on sustainability. Some of these policies are more stringent than others. In any case, sustainability is now a sticking point when selecting partners for your exhibit program. Everything from the environmental impact of your flooring to the types of lighting in your exhibit to the provenance of the wood used, if you are using wood, is up for discussion. According to the HEC Sustainable Procurement Benchmark, 91% of companies consider sustainability criteria in purchasing decisions. And where ‘carbon offsets’ used to be a vague add-on to your plane ticket, corporate procurement departments may now ask whether your partner participates in an ethical investment program.
Another factor when you are forming a relationship with a partner is their Diversity, Equity, and Inclusion (DE&I) policy. An interesting experiment is to look at the team photos on the potential partner’s website. What do you see? Does it reflect a robust DE&I initiative? Once you are down to the decision point, visit the company’s offices. Even though today people are not in the office every day, you can pick up a sense of the culture.
Applications of technology should be on the table. While we’re waiting to learn more about using AI in exhibits and events, technology solutions offer ways to experience economies of scale throughout the program. Many years ago, a major pharmaceutical company (which has since been acquired) worked with a company that hadn’t adopted email. There are parallels to this today. You need to expect your partner to be savvier than you are about the uses of technology for your program. If you come to them with an idea, something you perhaps read about or heard about from a colleague, they should know what you’re talking about, even if they have never heard of the specific program.
Technology can also solve your challenge of measuring ROI. Measurement is meaningless if it can’t help cement relationships with clients and prospects. Exhibit and event managers are experiencing increased pressure to demonstrate a positive ROI. Many technology tools can help. Some of these tools “double” as in-booth attractions. Your partner should be as invested in a favorable ROI as you are.
There has never been a more important time for all your partners to get along and band together to make your program star-quality.
Finally, do some sleuthing and check out your potential partner’s reputation in the industry and with colleagues at other companies. Are they financially solvent? Are they being threatened by legal action? Anecdotally, what can you learn? Is the company a revolving door? Beware of the bait and switch: Your conversations with the prospecting pitch team might be great, but you are underwhelmed when you are introduced to the team you will work with.
As you search for the right exhibit partner, keep these tips in mind. Remember that a strong partner will be with you every step of the way — don’t settle for a vendor who treats you like just another sale. Want to know if you’re making the right choice? Download our free flashcards to learn the real differences between a vendor and a true partner.
