Volume V: Issue 2

In this issue we offer the ins and outs of navigating trade shows and conventions and provide insight into the unique aspects of Kellen Communications.

Five Questions with
Jennifer Palcher-Silliman

1. What do you do at Kellen?

I am the director of communications for the Healthcare Convention & Exhibitors Association (HCEA).  My responsibilities involve managing communications and promotions including HCEA’s social media presence, developing educational content for meetings and e-learning options, overseeing research projects, managing association and industry collaboration issues, coordinating participation in an industry certification program and liaising with academia contacts.

2. What kinds of clients do you work with?

I work mainly for HCEA.  Sometimes I will work on projects for other clients, including a new social media initiative for the International Formula Council.

3. What is your most memorable experience at Kellen?

One experience that stands out for me was when I planned and managed a client’s educational meeting mostly on my own.  I had logistical help from Kellen’s meetings division, but I handled all registration set-up, curriculum development, sponsorship sales, on-site hotel coordination and much more.  I even served as the event’s emcee!  Throw in running a Board meeting in conjunction with the same event, and you have one jam-packed week.  It was one of my most significant accomplishments since I have been with Kellen.

4. What’s your favorite part about working at Kellen?

Kellen Company has been around for more than 45 years, and many of the employees have worked here for decades.  There’s a great sense of family and loyalty that you don’t find at many workplaces nowadays.  I’ve worked here for about 8 and ½ years myself; this is the longest I’ve ever worked for any organization.  However, even with all this history, Kellen is eager to embrace changes and new ideas, and to help its clients do the same.

5. What has changed in the industry since you started at Kellen?

Kellen has unique expertise in association-specific public relations.  But this company offers so much more than just public relations services including full-service web development, meeting planning, graphic design, strategic planning and targeted membership marketing.  This company offers the total package.

Best regards,

Peter Rush, Chairman & CEO

Visit Our Web site: www.kellencommunications.com 

Back Issues

Cutting Through the Clutter: How to Stand Out and Be Heard When Exhibiting

By: Jennifer Palcher-Silliman
Atlanta based Jennifer Palcher-Silliman is an account executive with Kellen Communications.

Face-to-face marketing at conventions and exhibitions continues to be one of the most effective ways to market products and fortify brand recognition.  In fact, a 2009 study conducted by Oxford Economics showed that convention and exhibition participation yielded an average return of $4.00 to $5.99 per dollar invested.  The same study also showed that more than half of business travelers said that five to 20 percent of their companies’ new customers resulted from participating in exhibitions.

Govt Relations Pic

Exhibiting is most effective when you think strategically, as well as tactically.  There are several key elements to conducting any successful exhibiting program – examples include:

Proper Pre- and Post-Show Preparation and Promotion
Make sure you understand fully the audience you are trying to reach at any given convention, and target your marketing message to reach that specific audience.  Ensure that you design your exhibit to appeal to your ideal audience, and plan for traffic builders that will draw people to come to – and stay in – your booth.

Then, reach out to that audience before the show by sending pre-show mailers and/or e-mails that will drive the right attendees straight to your booth.  Use social media to spread the word about your upcoming exhibit and generate excitement.  Most importantly, always follow up with your leads after the show.

Working the Booth
There is no substitute for proper booth etiquette.  Make sure you train your exhibit staff on the following key rules:

  • Don’t stand in the aisles.  Standing in the aisles is unfair to the other exhibitors around you, it’s an invasion of the attendees’ turf and it’s very likely against the exhibition’s rules.
  • Don’t engage in idle conversation with other booth staff – it will turn attendees away.
  • Do act professionally; be knowledgeable and enthusiastic about your product or service.
  • Do learn a delicate-but-firm way to disengage quickly from unqualified attendees.
Utilize Technology
Tchotchkes are fun and usually work to get attention for your exhibit, but some attendees just want to grab your giveaway without spending any time with you in your booth.  Try using hands-on activities, such as online surveys or even a video game, to engage attendees and give you a chance to interact with them for a while.  You may also utilize technologies like radio-frequency identification (RFID) to measure how attendees spend time in your booth, and even see which attendees are in your booth at any given time.

Beyond Just Exhibiting
To maximize exposure for your company, don’t just exhibit at a show.  Become a meeting sponsor, which will get you additional recognition outside the exhibit hall on the website, on signage, in meeting programs and elsewhere.  Also, consider advertising in the show organizer’s meeting publications – make sure to include your booth number in the ads so readers know where to find you.  Contact the meeting organizer to see what other options are available for getting your company name out there.