Tap Exhibitor Networks for More Tickets

How does Events Pass help organizers work with exhibitors to build an audience?

Interview with Ed Bruno, EventsPass VP of Sales

 

At Events Pass, we've been working on crafting a strategy that is quite unique, and it's thinking about your exhibitors in a different way. Think about your exhibitors as having the potential to be your best ticket sellers. To wit….

 

Exhibitors know their customers better than anybody.

Many of your exhibitors are going to have long-standing relationships where they already have brand loyalty with an existing customer base or at least with brand exposure. It may be 50 core customers, it may be 500, it may be 5,000. But if you empower them with digital tools, they can easily tap this audience to bring our more audience for your event. 

 

For example, our exhibitor portal where the exhibitor goes in to get their credentials and sign up their team for the event and purchase LeadGen access has some fun marketing add-ons.

 

Exhibitors can upload all those loyal customers that they've had and send them a digital VIP invite to your event. And not all of them are going to come. But the ones that do come, we validate. We scan them in at the door so that we know that they showed up. 

 

That exhibitor is really delivering a whole lot of value on multiple levels. One, they're bringing the right kind of P1 attendees that you want, people that are just super passionate about the RV category, the boating category or whatever.

 

So they benefit and lift all boats. All exhibitors are benefiting from the right people are there because they're bringing the right people there that they know are buyers. Two, they're selling tickets for you. Because post-show, those people that scanned in, that exhibitor is going to get an invoice for those tickets that were redeemed, and that's a revenue stream for you as the show organizer. You spend zero in marketing spend to get those attendees to the door.

 

We have comfortably seen an “exhibitor army,” as I like to refer to them, bring 20% of the attendance and 20% of the revenue through the door. And again, I'll repeat it — without any additional marketing spend. Some people will tell you there's no such thing as a free lunch. I think there still might be a free lunch in the world, and this could be it. 

 

Use your exhibitor army and mobilize them.