Association Insight International & European Association Insights Winter 2015 | Page 21

Article | Association Insights

As a conference organiser you need to create the time,
space and networking model that allows total immersion by
exhibitors and delegates without detriment to the stream of
content presentations.

4 Interrogate you, the event organiser, before committing

Here are some insights if you are a
conference organiser that may deliver
more for your exhibitors and delegates

6 Plan everything – address the "what" and the "why"

Typically the conference model allows delegates access to
the exhibition during registration and refreshment breaks.
Of course it’s essential that the refreshments are served
within the exhibition area. If you are running a medical
or healthcare congress the research papers can also be
located in amongst the exhibitors.
This more concentrated way of slicing the available time

to attend.
5 Select carefully the "live marketing" activity which will

work best for you
before the "how" (what you want to achieve, why you are
going, before how your stand should look)
7 Execute everything professionally – consider staff roles,

the visitor journey and your desired outcomes
8 Capitalise on your investment – measure everything -

and follow up relentlessly
9 Debrief immediately, objectively and then again two

months later – to capture the learning
10 Develop a "live marketing" strategy which will pro-actively

deliver your new business pipeline, brand enhancement
and market intelligence by identifying suitable
conferences.

of attention during the content component and a clear
opportunity to interact with the providers of services and
products who exhibit.
Another useful way of saving time and concentrating
attention is the introduction of topic tables at lunch.
Exhibitors can sponsor these tables and delegates choose
which topic they wish to attend. This is another reason for
delegates to stay in the venue.

Seven questions that your exhibitors
should use to debrief post event:
1 Did you meet your key objectives?

Add into this mix the tremendous opportunities that
social media – tweeting in particular – bring to the impact
of your conference and you will see how you can stretch and
extend the learning well beyond the event itself.

2 Was your stand large enough or too large?
3
4 How many new prospects want to see you again?

As conference organisers you can also make the often
daunting task of exhibiting much easier. You can show your
exhibitors – and prospective exhibitors - how it can be done.
For example please refer below to a simple checklist of what
they need to do before the show.

5 How well did you achieve your objectives?
6 What was your total investment?
7 What return on investment do you estimate?

Furthermore you need to manage your exhibitors’
expectations and to do this you should consider holding
a Masterclass both face-to-face and by webinar, well in
advance of your event.

Typical topics to discuss during a
Masterclass:
•
•

and to engage with
2 Decide which key message(s) will resonate with your

chosen audience

Who you want to speak to

•

1

Objectives and priorities

•

Top Ten Tips for your exhibitors to make
the most of t