The Problem with Traffic Building “Games”

We, as show organizers, are the kind of people who are natural problem-solvers.  It’s in our DNA.  So, when we sense that our attendees are not spending as much time on the show floor as we feel they should (or, more likely, when exhibitors come to us to complain that traffic is light), we feel compelled to address the problem – as we should.  But before implementing a “solution,” it’s essential to first determine what exactly is happening, why it’s happening, and what behavioral changes are desired.

When we are inclined to explore traffic building options, it’s usually because we’ve concluded that our exhibitors are not getting the ROI they need to remain loyal to our event and/or we instinctively understand the importance of continually striving to add value.  The operative words here are “ROI” and “value!”  Unfortunately, many traffic building efforts only serve to exacerbate the problem they were intended to solve.

If a show organizer has provided ample time (and by that I mean a reasonable amount of exhibit hours unopposed by other programming) but attendees are still not engaging with exhibitors to the degree that they (the exhibitors) feel is adequate, no traffic building “game” is likely to improve that situation.  I’m not suggesting that it won’t drive traffic to the show floor, because it most certainly will.  It just won’t improve the “quality” of the traffic.

If someone not otherwise inclined to visit the show floor is teased to do so by the prospect of winning some sort of prize, the result will be an endless stream of folks with no interest in the exhibitors’ products or services.  Unfortunately, there’s no way to determine on sight that an individual is not a true prospect but, rather, just interested in getting a sticker.  That wouldn’t be so bad if not for the fact that so many people pretend to be interested in exhibitors’ products or services even though they are not.  I know this from personal experience, both as a show organizer and as an exhibitor. 

Our exhibitors are business people who invest in our events with the expectation of achieving certain goals and objectives.  They have finite budgets and will quickly shift funds from events that don’t deliver to those that do.  Before I would ever implement a traffic builder of any kind, I would want to fully understand what my exhibitors’ goals and objectives were for my event and then determine (with the advice and counsel of my exhibit advisory committee) what strategies can best help them be achieved.

Advice on the Challenges with Collecting Registration Fees

An event planner sought help recently regarding challenges with collecting registration fees.  They allow persons to register and pay by check, but many such payments were still outstanding even by the start of the event.  This left them chasing payment onsite.  Making matters worse was the fact that many of these unpaid registrants became no-shows.  Here’s the advice I offered…

When someone registers for your event, they are effectively entering into a contract with you.  In exchange for the fee paid, you provide them with a “service” of some sort (e.g., educational content, access to the exhibit floor, meals, shuttle bus transportation, discounted hotels, etc. – whatever the case may be).  But there’s a big difference between this transaction and, say, a retail purchase.  If you were selling TVs, for example, and you agree to accept payment when the buyer comes to pick up the TV, it’s not a big deal if the buyer “no-shows” because you still have the TV and can sell it to someone else.  It’s not the same if someone who has registered but not paid no-shows.

Think about the guarantees you have to make that affect your costs.  For example, are any meals included in the registration fee?  (I doubt the hotel or convention center is going to waive charges for uneaten meals.)  When you start to itemize all the things you pay for on a per-person basis, the financial impact of no-shows can really add up.

In a perfect world, you want all persons to pay in full at the time the registration.  But, at a minimum, you want all accounts settled in advance of the first date at which you must make a guarantee or place a binding order for anything that is based on actual registration numbers.  Of course, it’s unlikely that you’d want to cut off registration that soon, which is fine.  But it’s critical that registrations made after a certain date be paid in full at the time of registration.  If you offer on-line registration, you should make sure your system can provide real-time credit card processing.  You mentioned that you allow payment by check.  Since that’s also an option for online payment, there’s no reason (I was going to say “excuse”) for any unpaid no-shows.  The only financial transactions you should be dealing with at your event are onsite registrants.

If you want to save yourself a lot of headaches and limit your financial exposure, a policy of not accepting registrations (or at least not counting them as “real”) without payment is your best bet.