Create Discussion Forums
Discussion forums, whether they're constructed as a
bulletin board or group format, offer a great opportunity to invite feedback, ask
your exhibitors questions and brainstorm new show features. Any group should be
constructed with an RSS and XML feed so that it can be easily picked up by news
aggregators, ensuring the widest possible audience is invited to participate in the
discussion. You'll need an employee to monitor the group on a regular basis, which
includes filtering out spam and inappropriate messages, but the data gathered will
be well worth the result.
Explore Other Communities
You're in the exhibiting business, but your customers
aren't. Take the time to visit their Internet hangouts -- industry specific
bulletin boards, discussion groups and Email lists. You can either actively
participate or simply passively read what's going on -- this is known as 'lurking',
and is frowned upon in some communities, accepted in others.
Either way, you'll be presented with a front row seat of what's going on in your customer's industry and gain a deeper understanding of their needs. Occasionally, the talk will turn to industry conventions and shows and that can be a very valuable learning experience.
Provide Content Rich Incentives
Attendees will only visit your Web site or
participate in polls if you offer them something of value in exchange for their
time. This could be educational -- content rich articles outlining some of the
how-to's of effective exhibiting, for example -- or social. The new generation of
exhibitors fully expects there to be a social element to their web interactions, be
it a busy discussion list or a forum always filled with heated debate. It will cost
you little, if anything, to provide these items, yet will help you keep exhibitors
engaged with and committed to your show.
Of course, these techniques work best when they augment traditional market research methods. Nothing can replace actually getting out on the show floor and talking face to face with your exhibitors. People may divulge a great deal of information over the net but often don't feel like they know someone until they meet them IRL - In Real Life.
Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of ExhibitSmart Tips of the Week.