Exhibitor-Made Content is Key to Increasing Attendee Acquisition

In the plans to increase attendees for an event, exhibitors can play a crucial part in exposure for the event and in encouraging more attendance. Exhibitor content plays a key part in exhibitor event promotion, whether video content leading into the event or special edition content available for attendees. Having the right tools in place is pivotal to strong exhibitor promotion for your event.  

Written by Joanna Harvey, Marketing Director at Map Your Show.

As you create your show, here are the key tools that you want to have in place to help your exhibitors promote your event.

Event Promotion Toolkit

Provide your exhibitors with all the tools they need to share their presence at your event. Share creative files like social images and email copy to make crafting the message simple. Upload this content to your Exhibitor Resource Center and create a checklist item in the event schedule to encourage your exhibitors to share event content leading up to the show.  

Exhibitor Online Directory Listing

Give your exhibitors the tools they need to create their online listing for the event. Educate them and recommend keywords, search terms, and phrases that attendees are using to locate products and services. Allow exhibitors to upload rich content like videos and images and create a product gallery to promote their products. Make sure your Exhibitor Directory can be updated easily by exhibitors and that it is available on the show site and in the mobile app right away.  You can check out the latest updates to Map Your Show's Online Directory here.

Event Agenda Planners

As a show organizer, you want to make the most of your attendees’ time engaging with exhibitors both onsite and online. Creating an agenda planner is their ticket to maximizing their show experience. A planner allows attendees to compile a “must-connect-with" list of exhibitors, access exclusive discounts and giveaways, participation opportunities in online education sessions, can allow attendees to create a list of must-see products, communicate with exhibitor contacts, and, most importantly, create a personalized show experience. Allow your attendees to save time on the show floor by focusing their approach, mapping out their route using interactive floor plans, and organizing their events and appointments all in one place. 

Exhibitor Product Galleries and Product Showcases

 New Product Galleries allow attendees to view the latest and greatest products exhibitors are promoting both onsite and online. Attendees can save products to their show planner and reach out to exhibitor contacts if they have additional questions. Shows can generate QR codes paired with products that are onsite to guide attendees to critical product information. 

Product Categories

Attendees will often filter the directory by product category to identify companies quickly and easily that fit their interests. In a B2B (Business to Business) setting, it is important for attendees to make sure they are not missing companies in a category. For this to work, it is necessary for exhibitors to associate the appropriate categories to their company profile. Product categories should also be pulled into a keyword search to make it easy for attendees to find the products they are looking for at the show. 

Upgraded Listing Packages

To help attendees get the most out of their event experience, it is important to offer upgrade opportunities to exhibitors. These packages often include additional content that can be uploaded including logos, videos, images, and additional pieces of collateral. Purchasing an upgrade package will increase visibility on the show directory, helping attendees find exactly what they are looking for. 

Attendee acquisition is about making sure attendees get value out of going to your event; to do that, you need to give attendees tangible reasons to attend. The best way to do that is by providing a platform that clearly lays out everything an attendee can gain from your event. Using exhibitor information and collateral as a content marketing engine provides prospective attendees value in attending the event. The technology platform you choose needs to align with this strategy, and it will facilitate attendee acquisition. 

Conclusion

Exhibitor-made content is a powerful tool in driving attendee acquisition. By equipping exhibitors with the right resources and platforms, event organizers can transform exhibitors into enthusiastic advocates who amplify event exposure. Tools like promotion kits, interactive directories, agenda planners, and product galleries not only help exhibitors showcase their offerings but also create a richer, more engaging experience for attendees. When exhibitors and organizers collaborate effectively, the value of the event becomes undeniable, ensuring attendees leave with meaningful connections, insights, and experiences. The result? A thriving event ecosystem where everyone benefits. For more information on utilizing exhibitor content to promote your upcoming show, check out our free downloadable here:

Want to learn more about how Map Your Show can support your next event? Contact our team or schedule a demo today.