The quality of our relationships with members of any of the above-mentioned groups can affect the success of an exhibit, but our interactions with the last are especially significant since they are usually the first whom we contact after we become interested in an event.
Although, in most cases, our search for information begins on the Internet, depending on the conference, the event website might or might not provide sufficient information to get started. If it doesn’t, it will probably be necessary to contact the organization either via phone or email. In either case, it’s good to be aware that, for a variety of reasons, the person responding might not have all the answers required. On occasion, the individuals responsible for replying to inquiries aren’t exclusively dedicated to handling the exhibition or conference in question or don’t have an exhibits background but have nonetheless been tasked with organizing the event by management. Other times, the people handling inquiries are deeply experienced in events planning but still don’t know the answers to the questions we’re asking. We shouldn’t expect them to–after all, no one ever has all the answers. It’s important to remember that they, like we exhibit managers, are simultaneously managing many projects and details, and, that, also like us, they sometimes need to check with colleagues to obtain additional input or to verify information.
Perhaps the key thing to keep in mind regarding our relationships with organizer personnel is that initial interactions invariably set the tone and precedent for future conversations. When reaching out to organizer staff, it’s crucial to be empathetic, engage them professionally, recognize their commitment, and be respectful of their time. They might not always have the answers we need we right off the bat, but most will eventually come through with them, even if they have to stay after hours to do so. What’s important to recall on our end, is that they’re probably more likely to do so for those who’ve treated them with the respect that’s their due.
Please look for my next post on effective exhibit and events management or write me below to discuss questions or concerns that you might have regarding your exhibitions, conference, conference, or trade show marketing program.
Sandy Cebulis, Exhibitions Marketing Practice Director— Gilbért, Flossmann & Zhang Worldwide, Naples, Florida
Contact GF&Z at solutions@globalmarcomm.com.