EXHIBIT ACTIVITIES
Now that our exhibit is designed and in-place, we need to think about activities that will maximize the draw of potential customers, producing leads and providing the best ROI on our exhibit investment. Such activities may include:
- Providing clinical presentations in booth at scheduled times, preferably by KOL investigators.
- Preparation of signs and handouts with exhibit presentation times and a list of our product program presentations and posters with time and place
- Preparation of a press kit and placement in the press room – staff the press room with a knowledgeable representative, who will seek press interview(s).
- Generation of press releases on first and last day of the scientific sessions noting key company events, presentations and accomplishments.
- Providing the items/activities outlined in the mailings consistently throughout show.
- Conducting primary market research with attending physicians – try a brief survey instrument in a single location with a reward for participation. This will create awareness, provide information regarding market and clinical practice and may identify potential KOL candidates.
- Scheduling of pre-show booth personnel briefing and post-show debriefing.
OPTIONAL EXHIBIT ACTIVITIES
There are many optional exhibit activities we may choose to employ, limited only by our imagination and budget. Here are a few suggestions:
- Our product users-only breakfast buffet meeting: update on new clinical work, product/service improvements, forum for user discussion, clinical tips, Q&A, establish patient registry?
- A breakfast seminar starring our product: brief KOL presentations and panel discussion, open to all – can be very useful to build credibility and generate leads
- Formal society-sanctioned Satellite Symposium: CME credit, KOL presentations, food, handouts, CME course on society website for one year
What exhibit activities have you successfully employed?