For example, DeWayne S. Woodring, executive director and
CEO of the Religious Conference Management Association, says
that his organization has not raised member registration fees for
nearly two decades. Rather, he explains, the association has judi-
cially grown the exposition (and the revenue it generates) in size
and importance as a major convention component, assuring that
the balance of buyers and sellers presents a viable market invest-
ment for exhibitors and a rich source of product information for
the association’s members.
He raises a key point. There must be an equitable balance be-
tween the number of exhibit booths sold and the buyers who at-
tend the show. Lonely exhibitors and empty aisles are a daunting
nightmare for exhibit managers and marketers.
When marketing exhibit space, these elements are paramount:
■History and growth of the show and its buyer attendance.
■Testimonials from exhibitors and buyers attesting to the eco-
nomic viability of the event.
■Credibility and purpose of the sponsoring organization.
■“Qualifying” the association’s buyer base, through quantita-
tive and qualitative research. While numbers of people in the
aisles are important, the exhibitors will want to know the
profile of the potential buyers: their professional level, spend-
ing authority, specific product interests and needs, and de-
mographic characteristics.
■Defining the role of exhibitors in the overall conference pro-
gram. Are they welcome to attend seminars, social events,
and general sessions? These are important opportunities for
additional customer contact and value-added benefits of sup-
porting the organization. Many association exhibitors who
are relegated to restricted convention participation react neg-
atively to the “second-class citizen” syndrome.
■Preparation of a clear and concise “exhibitor prospectus,”
outlining rules, regulations, and other requirements of
exhibiting.
The Prospectus
A keystone of marketing is the prospectus. Usually drawn up as a
team effort among management, marketing, and legal advisors, the
prospectus may be a dazzling four-color brochure or a simple set
The Prospectus 121