It is beneficial to have exhibitors at your event because they can assist with some of the costs and attract people to attend your event. Similarly, it’s beneficial for a company to exhibit an event because they can enhance their brand awareness and visibility in the industry.
An event exhibitor prospectus is a document to help solidify a list of exhibitors for your next event. This supportive document is significant because it’s an overview of your event and can give exhibitors an idea of what to expect and how they would benefit from it.
Since there are many types of events, your process for creating an event exhibitor prospectus may be different each time and should be uniquely written for that event. For example, deciding if you want to host a simple meeting or a conference and determining whether or not the event should be virtual or in person are important facts to consider.
Lastly, to be sure you’ve grasped potential exhibitors’ attention, include a pleasing design or font and make sure any content or information is clearly outlined. The main goal when creating an event exhibitor prospectus is to clearly showcase why the exhibition opportunity is worth it and why your company should be trusted.
Compared to a sponsorship proposal, a prospectus template can be used for one or several events. Some components an exhibitor prospectus template should include are:
Below are 5 steps to creating a strong and compelling exhibitor prospectus for your next event -
The cover for your exhibitor prospectus is your initial opportunity to catch an exhibitor’s attention, so it’s vital that the cover is appealing to the eye. Elements that should be included on your cover page are: the host of the event, the event name, the name of the venue, the location of the event, and the date of the event. Whether you’re planning to host a hybrid event or send out the prospectus on behalf of multiple events, those five details should be included no matter what.
The next important step when creating a prospectus template is to introduce the company or organization that is hosting the event. By doing so, this can establish trust with potential exhibitors and give them a better understanding of everyone involved. For example, an organization may want to feature their history, mission statement, goals and anyone who holds a leadership position.
Additional information you could include in your event prospectus are the names of previous exhibitors. This can be beneficial for you because you can potentially increase demand by showing how trustworthy you are and the good reputation you’ve obtained.
Lastly, it’s strongly recommended to create and include an exhibitor schedule for them to follow. This will allow potential exhibitors to plan out their schedule, get familiar with the venue, where they would want to set up, and how long they would like to exhibit at the event.
When reviewing the event exhibitor prospectus, some questions that may come to mind from an exhibitor are:
By creating a consumer list, potential exhibitors have an idea of the type of consumers who may visit their booth and/or would be interested in their products or services. Information you can include in this section of the prospectus is information about your attendees such as: where they are located, the type of organizations or industries they work for and the types of products or services they are interested in.
This section of the event prospectus could also include testimonials from people in the past who have exhibited or attended one of your events and can speak from their own experience. This too can help establish trust and excitement for any prospective exhibitors.
When preparing step three of the prospectus template, you’ll want to be sure you include information about the overall environment and set up of the event. For example, you can include the floor plan of the exhibition booth hall, emergency exits, restrooms, where food will be served, and the main entrance of the venue. A floor plan of the exhibit hall may be appreciated because an exhibitor can envision where they’ll be and how they would like to arrange their booth.
With it being one of the key elements of securing exhibitors, it’s a must that you include the price of how much it would cost if an exhibitor were to showcase at your event. Although this step may be intimidating, the rest of your event prospectus template should both justify and support the cost of booths.
Another option you can provide for your exhibitors are pricing for different booth sizes and/or packages. Depending on how many options are provided, the different booth packages and sizes can be presented in a table format so that exhibitors are able to compare the different benefits, features and prices they have to work with. Despite their decision, be sure to include a description of everything that comes with the purchase of an exhibitor booth.
A strategy you could use when it comes to encouraging exhibitors to purchase a booth could be offering a discounted rate early in advance. By offering a discounted special, potential exhibitors may move urgently to secure their booth which could then help fill the exhibition space faster by the date of your event.
A way to help further increase your revenue could be to offer potential exhibitors any add-on or sponsorship services. These opportunities can enhance the exhibitor’s visibility and booth space.
To conclude your prospectus template, you’ll want to provide contact information to officially secure the payments from your exhibitors. Following that, you’ll want to send out a booking form or application for the exhibitor to fill out which should include the company’s name, payment information, booth preferences and any add-on services they would be interested in.
Checking to see if you’re going in the right direction of creating an effective event exhibitor prospectus can be by comparing yours to past major events that have previously occurred. Below you will find seven exhibitor prospectus examples that can be used as a credible reference for when you’re ready to write your own.
Held for the COMMON Community in Atlanta, Georgia, the event Power Up was developed for business professionals such as consultants and entrepreneurs who were looking to network and launch businesses.
This marketplace event was hosted for industry providers, manufacturers and suppliers of convenience store products to give them the chance to network and sell their products to buyers.
This anticipated convention is held for companies to exhibit their services and products to a range of people such as graduate students, researchers, practitioners and administrators.
Created by the American Dental Education Association, this annual event is hosted for students and staff from 78 different dental schools. This event allowed them to visit exhibitors who were promoting dentistry items and equipment.
Hosted by the Drug Information Association, this event was created for thousands of professionals coming from the life sciences industry to connect with each other.
Small Business Expo is America’s biggest business networking event! Used for a hybrid expo, this event prospectus was created for a business to business trade show where small business professionals were able to network.
An event exhibitor prospectus was designed on behalf of a photography show hosted in LA. It was created for aspiring photographers who are looking to gain exposure and take away knowledge from others in the industry.
Drafting an efficient event exhibitor prospectus requires time, patience and consideration, but the more frequently you do it, the easier it may get. Referring back to the prospectus examples like some of the ones we included above can be a great help and guide until you feel comfortable creating them on your own.
Once you have finally got in the groove of making an exhibitor prospectus, you then will have to market your exhibition opportunities and follow up with people who may be potentially interested!