To arrange and manage a trade show or a consumer fair can be quite challenging if it is not organized systematically. The importance of trade shows is essential for businesses to interact and grow their web, in order to build market share and generate profits.
Exhibitors invest large amounts from their budgets to have a successful exhibit to attract more business towards their company.
The first and foremost step in delivering customer service to the exhibitors is to have an information desk, which is properly handled and has a quick response time. Information should be readily available for exhibitors who want to setup a booth or have signed up and have pre-event queries that need to be answered. Printed literature in multiple languages should be kept.
As a responsible organizer you must create a detailed list of the costs and expenditure, so the exhibitor is well aware of what he or she has to invest in the trade show. There should be no hidden charges or costs incurred upon the companies looking to participate. A detailed document, with breakdown of cost for each process and item, such as registration, setting up the booth and any additional requirements the exhibitor has should be provided.
Catering to foreign customers and delivering them with service is often a challenge, because it has a lot more organization and management involved. Language barriers and time zone issues can come in the way. As a responsible trade show host, it is necessary you assist them with all their queries. For example, they might need information on international shipping of items, transportation or even visa requirements.
It is essential to have an interactive website, where exhibitors can log in to see updates related to the event. The website must contain a FAQ’s page, where customers can get answers to important as well as common questions. Information about timings of the event, registration and venue halls must be on the site.
Information about contacting the organizers should also be readily available, from emails, fax, phone numbers and maps to the location as well.
Downloadable material should be accessible through the website, such as fliers of the event, list of exhibitors attending and even reports or articles done by the team for the visitors to read. A check list can also be provided to customers for the preparation needed at their end, like getting the stickers and giveaways printed etc.
The logistic unit should be responsible for making sure all processes are under check and carried out on time. The logistics team should look into all requirement related to the exhibitor’s booth and if any extra services are required, such as microphone, multimedia player or plasma screens etc.
Installation, moving of stands and items, as well as lifting equipment should be managed by the logistic team, so the exhibitors have a smooth experience on the day of the show, without any delay in their presentation and company orientation.
The logistics unit should run a pre-event check on all required material and see if all the systems are functioning well, from the placement of the stands, to ventilation, electricity and WI-FI etc.
In order to ensure a smooth customer experience for the exhibitors it is necessary that things roll out as planned on the day of the event. A fully trained and experienced team should be put together for the big day.
Representatives should keep a lookout for any inconvenience or problems that visitors might be facing and be ready to provide solutions. They should make sure that the event and all its processes are carried out as planned and there is no delay in anything, or even a particular exhibitor’s presentation due to technical or other issues.
Any extra material or vacant stands should be removed from the premises, since it leaves a negative impact on the event and even on the exhibitors that didn’t end up coming. All team members should know their task and be readily available to provide support, be it in terms of information, or technical support.
It is impossible to deliver complete customer service without giving customers the convenience of rest rooms, cafes and even a waiting lounge. Management should have clean toilets for customers, with all amenities provided.
Catering and other eating options should also be provided to customers, so they can take refreshment breaks and enjoy good quality food.
It is important to collect feedback from the exhibitors, during or after the event, for a fair idea of how it went. Such data can be used to learn from, especially if there are plans in the future to host another event. Ask your customers what their experience was and if all their demands were met. Inquire about services offered, from registration to the day of the event and whether the service was poor or good. Keep the survey short and quick, but draft it strategically to cover important points.
Find out whether the companies were able to gain contacts and get hold of new businesses etc. from the trade show.
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