What should we charge exhibitors for our meeting? How do we determine our exhibitor booth fees? How do we price our sponsorships?

As a trade show and conference consultant, I get asked these questions all the time. Conference associations generally ask about exhibitor booth fees expecting an easy, cut-and-dry answer. Unfortunately, the answer depends on many factors and is not an easy thing to determine.

To determine the amount of the exhibitor booth fees, you need to understand how the exhibitor mind works. Most exhibitors consider Return on Investment (ROI) above all else when considering whether to exhibit at a meeting. Keep in mind, exhibitors have budgets and no matter what market you are in, there are generally 50 or more meetings to choose from when deciding where to exhibit. So, exhibitors must say “yes” to some and “no” to others. True, there are some companies that will pay whatever they need to exhibit at every meeting, and there are also companies that are trying to break into a new or niche market who understand they will take a loss in the name of getting their brand recognized.

For many, ROI means, “How many sales will I close at the booth?” This is directly related to the number of attendees. Statistically, only about 16-20% of attendees will stop at the booth and talk to the rep. Of these, we know that 8-12% will place an order. The law of large numbers wins here.

Larger, more well-attended meetings and conferences have higher exhibitor booth fees and smaller, more intimate meetings are less. What is a large meeting? Anything over 500 attendees is considered “large” and I’ve seen booth rates be anywhere from $1500-$8,000 OR MORE!!! Smaller meetings expect 100-200 attendees and booth rates are $600-$1500. As with anything, there are exceptions to this rule. Meetings labeled “National” or “International” are generally more expensive and some markets are just always more expensive.

So, you have a small, intimate meeting that you want to keep small but you need dollars from your exhibitors? When considering the venue, look for a space that can accommodate as many exhibitors as possible. Knowing you can only charge exhibitors $600-$1500 for a booth, you want to sell out the exhibit hall and max out those dollars. Lock down a few high dollar sponsors by offering sponsorship options exhibitors value. Need suggestions on sponsorship options? Contact Clover Conferences today!

How do you attract exhibitors with a small meeting? Make sure your meeting is “exhibitor friendly”. Drive attendees to the booth with an exhibit hall that is convenient to the lecture hall and a layout that forces attendees to walk by each booth. Put the coffee in the back of the exhibit hall! Success and engagement in the exhibit hall will keep exhibitors coming back year after year. During lectures, lunches and breaks, mention that the exhibitors make the meeting possible and ask attendees to spend quality time in the exhibit hall. Allow them time with sufficient breaks. Serve meals in the exhibit hall. To attract first time exhibitors at your meeting, highlight the quality of attendees. Offer a reduced rate for first time exhibitors.

As an organization, it’s always a balancing act between keeping your exhibitors happy and creating a great experience for your attendees. Clover Conferences can offer a unique perspective for meeting planners and organizations. We can provide fresh ideas to set your meeting apart. Email Clover today to get started on creating your best conference yet!

Clover Conferences
Ann Dosen, President
ann@cloverconferences.com

The information provided by Clover Conferences, LLC or Ann Dosen on www.cloverconferences.com or via email is for general informational purposes only. All information is provided in good faith, however, we make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information we provide. Basically, we are not responsible if you take our advice and it doesn’t go well for you.