In the December 2005 Convene Core CoMPetencies column, we discussed how to determine whether exhibits should be a part of your meeting, space requirements, floor plans, contractors, and services. Here we will focus on the tools to market your exhibition to potential exhibitors and to help them maximize their return on investment when they sign on.

Once you have a general service contractor, a floor plan, and the rules in place, you can begin to market the exhibition to potential exhibitors, using an exhibit prospectus. This marketing tool will provide as much demographic information as possible on attendees. It should be designed to show the value of the audience to potential exhibitors and give them strong reasons to participate. It must also list specifics such as booth fees, move-in, move-out, and show hours. Refer to the lists on pages 373-374 in Professional Meeting Management for all the items that should be included in the exhibitor prospectus.

As exhibit booths are sold, specific booths must be assigned. There are several methods that can be used to assign space. The most common is the priority point system, where exhibitors are assigned points, typically based on past participation, sponsorship levels, and size of booth. Those with higher points get priority for the best booth assignment for the next year. Other methods of assigning space include first-come first-served, a lottery system, or a system based on advance sales. Premium space near entrances and food areas may be priced higher. Proceed cautiously when assigning space.

Marketing the exhibition to attendees is also important. Efforts to promote attendance should be made by the sponsoring organization, as well as exhibitors. Generating attendee traffic on the exhibition floor is crucial to having exhibitors return in future years. Having dedicated exhibit hours (unopposed by other meeting sessions or activities) is also a good way to increase attendance at the exhibition. An official show directory giving complete information on exhibitors and their products/services, allowing exhibitors to set up appointments with attendees, and/or to hold their own events during the meeting (not conflicting with any meeting sessions/activities), are other ways to generate excitement and drive attendance for exhibitors.

Logistical specifications for the exhibition's set- up should be distributed to the general service contractor, all other vendors, and the facility at least 30 days prior to the move-in date. On-site management should be responsible for ensuring all logistics are accurate, and also meeting each exhibitor, thanking them for their participation, and beginning to sell booths for next year's show.

° Vicky Betzig, CMP, is president/owner of Meetings Industry Consulting and has more than 20 years of experience in managing meetings, conferences, conventions, trade shows and events. She has extensive experience in the development, production, and facilitation of CMP study programs and is a nationally-recognized trainer, presenter, and author (the co-recipient of PCMA's 2004 Author of the Year Achievement Award) on a variety of meeting management topics. She can be contacted at vabetzig@mindspring.com.

The Certified Meeting Professional (CMP) designation, the foremost certification program of today's meetings, conventions, and expositions industry, recognizes those who have achieved the industry's highest standards of professionalism. For more information on obtaining the CMP?designation, please contact the Convention Industry Council at www.conventionindustry.org. For more information on PCMA's CMP programs, please visit www.pcma.org.