Posted by

Barry Siskind

Community Manager

 

Organizers who live and breathe exhibitions every day are in a unique position to

pass along insights to their exhibitors. Yet all too often I hear a reluctance from organizers who say they deal with large, experienced companies who because of a long track record understand how to get the most from their exhibition investment.

 

The problem with this assumption is best clarified by the statement, “While we sell to corporations we need to communicate with individuals.” It’s these individuals who make exhibiting decisions, apply budgets and execute plans. Some of these people come with a strong marketing background, some have graduated from academic programs while others have been dropped into the role of exhibit manager with very little practical experience.

 

For organizers who do not take the individuals into account, seeing improvement is almost impossible. One of the solutions is to customize communications in a format that is comfortable and familiar to the individual. For example sending e-mails with updates to everyone may no longer produce the results you are looking for.

 

What methods of communication to individual exhibitors have you adopted? What was your success?