Having new exhibitors at an event, whether they are startups or established brands, can create buzz, facilitate repeat attendance, attract new audiences and help position a show as the go-to source for product discovery. To fully capitalize on those benefits, start with an effective promotional strategy that includes …
Location, Location, Location
The days of relegating new exhibitors to a “startup” area in the back corner of the show floor are long gone. Attendees want to discover products and companies they haven’t seen before, and that means new companies need to be easily accessible. Giving the dedicated area an enticing name, like Innovation Alley at The Car Wash Show™ or Eureka Park at International CES and including that name in pre-show promotions will enhance recognition on-site and help ensure this important feature doesn’t get lost in the rest of the event.
Also consider catering to younger companies who might not have the budget for elaborate booth setups by offering sharp-looking turnkey solutions in this area to help create a space that feels dynamic and inviting. The more appealing the area, the more likely attendees will stop, engage and remember seeing fresh brands.
Experience, Experience, Experience
Planning activations and special events (and listing them, with the location name, in event promotions) can go a long way toward driving traffic to new exhibitors. A beer crawl, a premium coffee station or even free education sessions can turn the area into more than just another space in the exhibit hall — it becomes a destination. These extras give attendees a reason to visit and increase the time they spend there, giving exhibitors more opportunities to make meaningful connections.
This is also a great opportunity to get creative and distinguish an event from competing shows. For example, IEEE PES held a well-promoted pitch competition at its Grid Edge Technologies Conference & Exposition, where startups delivered five-minute presentations to a panel of judges in front of an audience of attendees. This not only helped attendees discover new companies and drew them to a specific area of the show floor, but it also lowered the barrier to entry for brands without budget for full-on booth setups. Touches like awarding oversized checks to the winners helped create a true, memorable “experience.”
Promote, Promote, Promote
One of the most powerful touts included in event promotions is efficient access to an array of new solutions. In fact, Freeman’s winter 2024 research found that 87% of attendees list “opportunities to discover new products/solutions” as the top factor influencing their participation at in-person events. But today’s audiences want more than vague “new product” promises — they want evidence to back up those claims.
What does that look like in event marketing? Conveying the value of visiting the new exhibitors’ area with specific details on who’s there and what kinds of solutions attendees will find. Animated ads featuring new exhibitors’ logos, emails about industry trends (that tie those trends to solutions at the show) and similar tactics provide credibility and tie back to the overall event experience.
It’s also important to support new exhibitors by providing them with customizable promotional assets. Many newer companies lack the resources to create their own, show-specific marketing materials. Offering pre-designed, ready-to-go assets helps them promote themselves to their networks, while amplifying your overall marketing efforts.
Evolve, Evolve, Evolve
The key to promoting a “what’s new” area at an event is keeping it fresh. If the offerings and dedicated spaces for new exhibitors stay the same for years, it can be tough to make the case that an event is truly committed to innovation. Whether it’s adding new activations, shifting the layout, updating pricing and exhibit options or changing up the promotional tactics, evolving the experience is crucial for continued success.
New exhibitors offer incredible value, but it’s up to event professionals to showcase them effectively. From strategic placement and immersive experiences to well-crafted promotions, taking the right steps will ensure that attendees and exhibitors walk away with more than they expected — and excited to come back.
A version of this article originally appeared in PCMA Convene
