mdg | Event Marketing Agency for Trade Shows and Associations

Exhibitors want a smooth preparation and exhibit process — and a worthwhile return on their investment. Organizers can offer this kind of experience by simplifying pre-show tasks such as ordering, logistics and invoicing, with clear guidance at each step. Instructions, videos and easy access to support can help exhibitors navigate the process and make informed decisions about things like AV and booth design.

Providing guidance and support to exhibitors when they’re making decisions about booth design, logistics, AV and other services can open up revenue-generating opportunities. Content that explains each step and points to available assistance gives exhibitors a reason to connect with show staff. Placing that content inside resources exhibitors already use, such as the exhibitor kit, makes it easier for exhibitors to access.

Attendee marketing focuses on giving people a compelling reason to attend an event, while exhibitor marketing must also demonstrate the business value of participation. Once exhibitors commit, the emphasis shifts to helping them make the most of their investment. That means providing practical guidance, communicating important deadlines, and connecting them with services (and additional offerings) that can help them achieve their goals.

Event organizers typically support exhibitors before a show through an exhibitor kit: a set of resources covering ordering, logistics, contractor requirements and invoicing. Because exhibitors work through these steps while making decisions about booth design, logistics and AV, the kit is also a place to guide them toward services that can expand their presence and help them achieve their business objectives.

AI avatar videos let event teams produce presenter-led explainer videos without filming a human, which suits educational, repeatable content such as process instructions or program overviews. Placed at the point where someone is working on a task, each video can explain the step and highlight available assistance. For DDW, mdg used AI avatar videos to guide exhibitors through the exhibitor kit, including a dedicated “Elevate Your Exhibiting Experience” hub.

Measuring the ROI of event video content involves tracking the qualified leads that come in after it launches, how many convert to closed business and the revenue generated from those deals. A defined campaign window and a consistent attribution method keep the results credible. For DDW, the video program generated 10 qualified inbound leads after launch, 50% of which converted to closed business, producing $88,000 in attributed revenue within a condensed campaign window.