ABAI and CodeMetro Team Up to Give You 5 (actually more) Tips for Successful Conference Exhibiting

by Albert Bustos

Showcasing the value of your organization is essential for growing your business or hiring top-notch staff. 

There are many strategies in the marketing tool box to help you spread the word; it’s just a matter of which you’ll choose. Since you already have an effective website and being the networking expert you are, you decide to exhibit at an industry conference. 

Why is this a great choice?

Conferences not only broadcast your message through your display, it promotes face-to-face interaction so you can paint a clearer picture of the who, what and why of your services.

There are two types of conferences: consumer and business to business (B2B). And depending on your budget, participation can be inexpensive or extremely pricey. No matter how much you spend, your goal remains the same: make contact and create a lasting impact.

So how can you maximize ROI and ensure you’re remembered well after the conference? Association for Behavioral Analysis International’s (ABAI) Helen S. Pollard, Director, Conferences & Exhibits, shares techniques to help ensure your next conference is a memorable one.

Tip #1 Importance of preparation
Start preparing about a year in advance. If you are attending an annual event, many organizations sell space for the following year during the current convention. This is an opportunity to secure a prime exhibit location and obtain discounts for early registration.

Also, a year’s prep ensures you are doing your research well ahead of time to ascertain which convention would provide you with the greatest ROI.

Tip #2 Booth design
That all depends on your budget, but clean-lines, a welcoming environment, friendly staff and some graphic pizzazz would help. Use attention-grabbing graphics and include a “call to action” message.

Tip #3 Foot traffic is good traffic
Raffles are always a good strategy for bringing people to your booth. Once there, engage visitors by letting them dictate your conversation. Answer their questions and address their needs. Don’t force the conversation by telling them how amazing your organization is – they will ask.

Tip #4 Flyers vs. brochures
Brochures are great promotional piece. Flyers have a tendency to get tossed.

Tip #5 Staying relevant after the conference
Continue to communicate with attendees and stay in touch with the host association. Keep knowledgeable about the association and continue to stay informed of their publications or articles. Continually visit their website and stay informed.

Helen’s (additional) Tips for Successful Conference Exhibiting
1. Target your audience and estimate your ROI. 

2. Keep history and maintain a database of your clientele 

3. Network not only within the confines of the exhibit hall, but beyond...look for 
    sponsorship opportunities, get your brand in front of the audience. 

4. Remain knowledgeable about the attendee and look for opportunities beyond the show
    to remain relevant 

5. Spend some $$ on a good booth structure. Talk to the show’s decorator.

(Even more) Tips from CodeMetro
When budgeting for a conference, registration fees are just a starting point. Don’t forget to factor the cost of your display, materials handling, travel, meals, lodging, staff time and promotional giveaways.