Connect. The Network Media Partners blog.

Holiday Showcase bound

December 6, 2010

“How do we stand out on the show floor?”

I have been on the receiving end of this question many times in my role as a media and event sales professional. For the first time, though, I am seeing things from the “other side,” as I work with my colleagues to prepare for our first ever exhibitor experience. Network Media Partners will be a participating exhibitor at the Association Forum of Chicagoland’s annual Holiday Showcase event. I have attended this show several times and know that it offers an ideal venue for exposure to a variety of Chicago association folks. What I’m finding, though, is that approaching an event as a participating exhibitor brings up a whole new set of questions and challenges that I have never faced before.

Exhibiting is a significant investment. From booth space to collateral to travel plans, it all adds up! It is vital that exhibitors feel “heard” during the event and that there are ample opportunities to connect with the right attendees. Matching technology, online exhibitor spotlights, and themed aisles can all help achieve the right levels of visibility for exhibitors. As an exhibitor, one thing I would really appreciate is getting visits from board members and other active participants in the community. Making one or two quick connections like that will really stand out for us as we do a post-show review of contacts made on-site.

In addition to networking & visibility, we at Network Media Partners are really looking for a platform that can tie into our overall business development strategy for the new year. How can this event act as a stepping stone to move our business to the “next level,” and what can we do to maximize the longevity of results from our exhibiting investment? Associations that are most successful at providing these answers to their exhibitors work to develop year-round touch points for exhibitors and their membership; this can be anything from a comprehensive integrated media package (admittedly not in everyone’s budget) to having staff or volunteers “check in” on exhibitor participants throughout the year to monitor their progress within that space.

When I think about our ultimate exhibiting goals, I hope that we are viewed as a resource for members and not just another booth. A big part of that lies on our shoulders. Are we providing timely resources on media sales & design (our areas of expertise) or are we just pushing a “me first” sales message? But the member marketing for the event plays a part in this equation as well. If members are encouraged to view the exhibit hall as a valuable sourcing tool (and not just a place for freebies), that attitude will really seep into the culture, and the exhibit hall becomes a true exchange of ideas.

Off to the Windy City we go! Stay tuned for our post-show perspective later this month.

–Shannon Reid, Vice President, Sales

Attending Holiday Showcase? Visit us at Booth #255

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