Show, Don’t Tell: Promoting Customer Service at Trade Shows

August 30, 2018

As a fairly new and small company in our niche B2B marketplace, we were faced with a challenge at our first ever conference: displaying our biggest differentiator – customer service.

Many companies talk about how great their customer service is until they’re blue in the face but to potential customers, hearing about great service and experiencing it are two very different things. How would we show, rather than tell, that our customer service really was what we said?

Our answer to this challenging problem was to provide actual customer service to conference attendees in a tangible way, right there on the exhibit hall floor. Trade shows and conferences can be long and tiring, so we asked ourselves what we could offer to make attendees’ experiences better. Some ideas are already out there: providing phone charging stations, massage services and the like, but we wanted to expand on the idea further.

The five-day conference had most of its 1,500 attendees spending their days running between educational sessions and taking breaks in the exhibit hall. It would be a mistake to assume everyone’s needs would be the same with such a large and diverse group, so we decided to provide as many amenities as possible, covering virtually anything someone might need during the conference.  

As most attendees had tight schedules, we lent branded power banks to anyone who needed to recharge their devices on the go, in addition to having the standard charging stations. Along with 46 other amenities, including items such as miniature lip balms, tissue packages and lens cleaners, this made our informal motto of “everything from batteries to Band-aids” catch on. 

Soon, attendees knew they could turn to us for virtually anything. While it was not practical to brand every amenity, the goal was to provide continual positive associations and interactions.

Along with inviting café-style tables with charging stations, product samples and branded giveaways, we included thoughtfully displayed amenities which attracted curious attendees. Staff was trained to look for opportunities to help attendees whenever possible. We were even able to assist fellow exhibitors, many of whom were also potential customers. I knew we were getting somewhere when one attendee came up to the booth and asked, “Okay ‘people who have everything,’ do you have a highlighter?”  Yes, yes, we did. 

While the show itself was successful and we received much positive feedback, the important question is: did this get us anything? Going above and beyond with just one attendee who made use of the power banks earned us a sales meeting. He happened to be an executive at a large company and definitely responded to our service and message by hosting us in front of 14 project managers from his office.

Creating this service-oriented environment helped us realize our goal to truly connect with our potential clients. These efforts were noticed by many employees of the conference host, who unofficially named us best-of-conference. Our “show, don’t tell” philosophy helped us earn the respect and attention of the conference host, colleagues and above all, future clients.

 

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NO WISH IS TOO BIG AT THE ORANGE COUNTY CONVENTION CENTER
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact
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