How to Make Meetings Simpler for Exhibitors

This content was created collaboratively by Stova and Skift’s branded content studio, SkiftX.

While exhibitors are essential to any meeting, trade show, or special event, it’s important to remember they have full-time jobs to attend to before and after your conference. As a result, their time can be limited to complete basic steps like registration, communication, and data reporting.

“The common challenges we’ve heard from exhibitors center around information overload, inconsistent communication, and fragmented resources,” said Jessica Martin, Stova’s marketing content manager. 

Reacting to this ongoing challenge for many planners, Stova has introduced its Exhibitor Resource Center (ERC). This portal acts as a destination for sponsors to actively participate in events throughout the show’s life cycle. 

This not only makes it easier for exhibitors to engage with potential business partners, but it also assists planners in meeting important deadlines.

Here, we examine how streamlining the event experience for exhibitors will be a victory for everyone associated with a meeting.

Rethinking Registration

One of the industry’s biggest pain points is locking in registrations ahead of the deadline to sign up. The pressure is amplified when dealing with exhibitors — whose financial backing can make or break your event.

Sales teams can’t simply take “yes” for an answer because a verbal commitment requires a signature to officially close the transaction. 

Tracking down exhibitors to complete their registration and book hotel rooms is a time-consuming challenge. Time spent following up on incomplete registrations removes the chance to reach out to other potential customers who can pour valuable economic resources into your organization. 

Exhibitors can register through the ERC platform, simplifying the sign-up process and freeing meeting planners to devote their resources elsewhere. Distinct advantages for exhibitors include:

• Giving them the ability to register their whole team at once.
• Booking housing within a single block rather than risking teammates being forced to use different hotels.
• Simplifying payment processing for registrations and sponsorships directly within the portal. 
• Allowing exhibitors to lock in their schedules faster and create a plan to engage with potential partners.

Meanwhile, planning teams enjoy several advantages, including fewer administrative steps:

• Planners can manage registration allotments by sponsorship level or attendee type (booth staff, attendees, buildout teams, etc.) for smoother operations.
• Check-in is facilitated, including the ability to scan badges within the ERC.
• Planners can provide exhibitors with a comprehensive reference guide, including downloadable documents and important links related to the event. 
• Planning teams can easily upgrade sponsorship packages and designate high-profile participants as VIPs.

Clearing Up Communication

Communication miscues are a regular sore spot for meetings and events, whether due to busy schedules, too many distractions, or another reason. The ERC places all messaging in one central location, minimizing the risk of miscommunication.

This allows planners to share important information regarding transportation options, expected weather during the meeting, and local restaurants and attractions to visit when off-site from the primary venue.

The platform also creates an easy-to-use space for completing administrative tasks necessary for a smooth conference. For instance, exhibitors can share advertising deliverables (banners, logos, etc.) for websites, e-blasts, booths, and more in one space — far simpler than sending multiple emails.

“Planners have expressed frustration with having to manually track down information or field a high volume of exhibitor questions,” Martin noted.

The communications hub can also start the networking process prior to arrival. Exhibitors can reach out easily to attendees to set in-person meetings and virtual hangouts that improve relationships and boost business dealings.

“Exhibitors approach events with specific goals in mind — usually focused on engagement and lead generation,” Martin said. “Unlike attendees, who are there to learn, network, or explore, exhibitors aim to make strategic connections and present their products or services in the most compelling way possible. To support them, the ERC gives exhibitors the resources, insights, and tools they need to maximize these interactions. This includes clear timelines, easy access to logistics information, and a platform to manage assets, schedule meetings, and track their performance.”

Improving Data Management

Exhibitors register for events primarily for leads — be it new sales opportunities or renewing business with existing partners. As a result, the information gleaned from participating in a meeting is particularly valuable to them.

Maximizing time at a conference begins with booth management. Exhibitors can edit listings and update details through the ERC platform so attendees know where to find them and promote special activities like giveaways or guest appearances. 

Top-of-the-line reporting capabilities and system integrations make data collection much easier.

Exhibitors can track their ROI, whether by collecting leads, making sales, tallying booth visits, or raising general awareness about themselves and their products.

On the flip side, planners can demonstrate the value of their event, making it easier to ensure exhibitors return to the same meeting year after year — and potentially increase their sponsorship package. Planners can also use statistics to boost marketing efforts 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. A one-stop solution, such as what Stova has introduced, could go a long way toward improving business for events and participating exhibitors.

Martin explained, “With access to reporting tools and real-time insights, planners can anticipate potential issues, streamline communication, and foster a more organized environment. Moreover, it reduces time spent on repetitive tasks and inquiries, freeing planners to focus on higher-level strategic planning for the event.”

Learn more about Stova and the ERC portal.

This content was created collaboratively by Stova and Skift’s branded content studio, SkiftX.