Transcript Presentation: WMAHU EXPO

WMAHU EXPO
Guide to Organizing an Expo
The goal of an expo
To foster the growth of members – offering
information on industry trends, products
and services, legislation, continuing
education, and commrodere with
colleagues.
 To recruit new members to WMAHU
 To raise money for the WMAHU chapter

How to get started

Secure the date. Traditionally the expo
has been held the first Wednesday in
March. This date has been used to
coincide with the first-Wednesday-of themonth membership meetings.
Establish your budget

Important. Establish a budget and game
plan and try to stick to it. Unforeseen
costs add up quickly!
Theme

Choose a theme for the expo. This allows
for creative fun for marketing, exhibitors,
sponsors and attendees.
Theme
A theme is a good way to tie in the
marketing campaign into the actual expo.
Exhibitors will often tie in their give-aways
and booth to reflect the theme of the
conference.
 Possible themes- Texas hold’em, March
madness basketball, Hawaiian, Mardi
Gras, etc. Creativity is a benefit.

Location, Location, Location

This is a very important factor. Information
that needs to be considered. The size of
the venue. WMAHU needs a location that
will hold at least 550 people and 60-70
exhibitors. In addition 2 classrooms are
needed that will accommodate 50-70
individuals.
Location continued
Historically we have held the expo at
Crowne Plaza in Grand Rapids, of which
the expo out grew the ballroom. DeVos
Place has been the location of choice due
to the size.
 DeVos considerations. Expensive parking.
Expensive catering (Amway Grand).
Expensive location.

Location continued

Suggested new locations
Marriott – expensive food and location
 Delta Center – aesthetically not appealing
 Fred Meijer Gardens – Size and time of day
restrictions (evening is the only time for our
size Expo)
 The Learning Center – Size restriction 100
people
 JW
Committee Members

Your committee is the most important aspect of
being able to successfully put together an expo.
They’re the backbone to a successful event.

Remember a car doesn’t run by a steering wheel
alone. It needs an engine, wheels, body,
everything. You are the steering wheel, your
committee is what comes together to make the
car actually go forward.
Committee Segments
Chairman
Co-Chairman
Marketing
Programs
Support as
needed, per
Marketing
chair
1 person
Catering
1 additional
to chair
Treasurer
2 additional
to chair
Facility
2 additional
to chair
Exhibitors
&
Sponsors
Silent
Auction
8 additional
to chair
2 additional
to chair
Marketing
Marketing
Create the
“Save the
date” flyer
Modify
WMAHU
website
expo info
and
registration
Create
conference
prospectus
For
sponsors
exhibitor
attendees
Monitor
online
registration
for
attendees
exhibitor
sponsors
to ensure
process
is flowing
Expo
signage
and
conference
program
Ensure
that artwork
is received
from the
sponsors
Email
expo
information
to possible
attendees
sponsors
exhibitors
Marketing – WMAHU website

The Marketing segment covers a vast array of
areas.
 WMAHU
Website- the website should reflect the
theme of the expo. It should also contain all of the
pertinent information. The date, how to register as an
attendee, a sponsor and/or exhibitor. The applicable
fees, deadlines (very important), applications, CE
classes, etc. It should be very user friendly. The link
should be on the home page of the WMAHU website.
 Exhibitor kits should be available on line for all
sponsors and exhibitors to download!
Marketing –”Save the Date” flyer


An important aspect of an expo are the exhibitors and
sponsors. This is were the large percentage of revenue
is coming from. That being said… the potential
exhibitors and sponsors need to be notified to “save the
date” and make sure that WMAHU expo is appropriated
in their budgets. Fall is when most budgets are being
set.
Create a postcard to be emailed and sent to the previous
exhibitors and sponsors. This should be sent out the
third week of September. This should include the theme,
dates, times, fee’s, how to get signed up, web-links, etc.
Marketing – Expo Applications
The expo applications are important to the
entire process
 The expo applications needed

 Registration
 Sponsorship
 Exhibitor
Marketing – Expo applications con’t

Registration – Generally we encourage
attendees to register on WMAHU website. This
is a great automated method. Make sure that all
required data is captured on website. If not,
tweaking of fields may be required.

*note WMAHU 2009 needs to modify fields.
Marketing – Expo Applications
con’t


Sponsorship – this application/brochure should
list all of the levels available. It should include
the features and benefits. It should list also any
art requirements and deadlines (very important).
The application portion should capture name,
company name, contact, attendees, etc. Method
of payment is also important. Where and how to
their send payment is also important.
Marketing – Expo applications con’t
Exhibitors – This should be available in
two methods, via the WMAHU website and
also paper-based (emailable/pdf format
would be helpful).
 When the call campaign is happening it
would be helpful to have something to
email to the contact person at that time.

Marketing deadlines


It’s imperative to set marketing deadlines up
front. This is vital, the marketing division needs
to establish when and what information is
needed by what date.
These give the marketing division the adequate
time needed to perform their functions, such as
putting together an expo brochure, expo
signage, attendee lists, etc.
Catering
Catering
PreConference
Breakfast
Coffee bar
and
breaks
Lunch
Cocktail
reception
and
entertain.
Choose
menus
and work
within
budget
Catering


Catering may not seem like a huge deal, but it is,
it is tied to much of the sponsorship.
Catering is many different functions
 Breakfast
– water bottle branding, coffee stations, break
foods – cookies, etc.
 Lunch – this is a big deal!
 Cocktail reception – another big deal!
 Pre-conference hospitality reception
 Breaks
Catering

Traditionally the venue will dictate what
catering options are available. The DeVos
Place has a written agreement with
Amway Grand to handle all catering. Most
other venues will have similar
requirements.
Catering
Work hard to stay within the budget.
These items will add up fast. Get a quote
upfront and hold the caterer to it.
 Determine plated meal or buffet. If a
buffet, how will the caterer determine plate
count?

Facilities
Facilities
Choose
Venue
For
Exp
Work
With
Decorator
Work
With
Technology
Secure
speakers
Design
layout of
Expo
floor and
assist with
assigning
booths
Coordinate
with
catering
chairperson
Ensure
exhibitors
And
sponsors
are
happy
Facility – finding a venue

The facility is important to set an overall
feel for the conference.
A
convention center
 Ballroom of a hotel
 Sports arena
 Restaurant
 Local company with conference center
 Gardens
Facility – considerations

Making the choice on what facility to use







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Aesthetics – how is does it look? Is it clean? Is it in a safe area
of the city?
Parking- Paid or complimentary? Size?
Reputation – good reputation will help attendance.
Catering?
Classrooms? How many people can they accommodate?
Chairs, tables, etc?
Lunch- where can lunch be held – in relationship to exhibitors?
Support? Signage?
Alcohol for cocktail reception?
Exhibitors space?
Facility - Contracting



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Check the date – sign a contract. Do they need a
deposit?
Decorator – Is there a decorator for booths on site? If
so, a separate contract is probably needed.
Signage – electric signs, microphones, computers, etc.
Typically you will need to contract also with that party.
The venue should be able to provide all of names of
these companies. Remember, the venue typically does
this as part of their overall business model.
The venue is usually very good at assisting with this
information. They want you to have a good experience,
repeat business is good business!
Facility - Decorator

Areas that the decorator handles.
 Establish
show colors (many options
available)
 Set up boots
 Set up show floor layout
 Handle electricity needs
 Set up registration table
 Stage for lunch speakers
CE Programs
Program Chair
Decide on topics
for the classes
Obtain speakers.
File for CE credits
with the state.
CE
Lunch
Keynote
Ensure that
all audio visual
needs are handled
Work with Marketing
Chairman to ensure that
the correct class and
speaking descriptions
are on the website
Prospectuses, and
Conference directory.
Programs – CE Credits
This is very important. Secure speakers in
enough time for CE Credits to be filed with
the state. CE Credits help draw attendees
to the conference.
 Make sure that you choose relevant,
knowledgeable speakers that understand
their audience. References are always a
great idea!

Programs – Other speakers



Good speakers can help the momentum of the
conference. A bad speaker can also effect a
conference…the other direction.
Lunch speakers and Keynote speakers can also
be a big boost to a conference, again if they are
relevant to the audience.
Always check the cost, keynote speakers can be
expensive and chip at the bottom line. They can
also be a main attraction.
Treasurer
Treasurer
Receive
sponsor
and
exhibitors
contracts
and
checks
Collecting
money
and
paying
invoices
Entering and
tracking
sponsors and
exhibitors in
database
Create and
send
invoice to
sponsor
or
exhibitor
as
requested
Communicate
updates to
facility and
exhibitor
chairperson
The day of
expo
have all
the
information
updated
for
registration
Treasurer
This is a super important role. This is a
person(s) that handles all of the
receivables and payables.
 In addition to handling the money, they
also receive contracts for sponsorship and
exhibitors. They also have a hand in
keeping track of attendees.

Treasurer continued
This needs to be more than one person,
as it is a large volume of information and
responsibility.
 Ideally one person would receive and
record the monies.
 Another person would keep track of the
database of entering the contracts into the
system, and tracking outstanding bills.

Sponsors and Exhibitors
Exhibitor and
Sponsors
Booth
assignments
working with
facility
chairman
Call campaign

Last year’s sponsors

Previous year exhibitors

8 callers/recruiters needed
Sponsorship
assignment
Work with
Treasurer
regarding
agreements
received and
required
Exhibitors and Sponsors
This is how you will make the revenue for
the chapter and help to cover your
expenses from the event.
 The more sponsors and exhibitors,
traditionally the more revenue that you will
raise.

Exhibitors and Sponsors
These are two separate classifications.
 A Sponsor is a company, that is willing to
pay above and beyond a booth space.
 They are paying to have a great presence
at the conference. Listed in preconference material, signage, bulletins,
website, etc.

Sponsorships

Sponsorships take on many different forms:
Directory sponsors, lunch sponsor, WMAHU
spirit, sponsors, cocktail reception, CE classes,
bag sponsors, parking sponsors, guest speaker
sponsors, water sponsors, silent auction, travel
voucher sponsors, technology, registration,
coffee bar, breakfast sponsor, cookie breaks,
etc.
Sponsorships - cost

Traditionally sponsorships are categorized
similar to the following:
 Platinum
 Gold
 Silver
Each level represents a dollar amount and amenities
associated with that level.
Sponsorships - Marketing


Sponsorships can be highly political and a very
delicate situation to arrive at what company gets
a particular sponsorship.
Traditionally WMAHU has given the previous
year’s sponsor a “first-right-of-refusal”, which
means, if they want it again this year, they can
have it, if not, other companies will have the
opportunity to choose that sponsorship.
Sponsorship Marketing
The levels of sponsorship should be listed
in a prospectus or brochure. It should be
on the website and it should be emailed
out to all previous sponsors and exhibitors.
 Your previous exhibitors are good
prospects for sponsorship. They like the
idea of getting their name out to all of the
attendees on a higher level.

Sponsors – What do they receive?

The level of sponsorship will dictate the amount
of exposure a sponsor receives. Below are the
basics.
 Premier
booth location
 Listing in all pre-conference marketing
 6 complimentary booth personnel
 “Info-mercials” or speaking opportunities
 Show-site marketing
 Signage
Exhibitors

These are the “bread and butter” of your
expo. WMAHU typically has between 5070 exhibitors.
Exhibitors – what is included?

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10x10 booth spaces – they can buy multiple spaces.
6’ table with pipe and drape (curtains)
2 chairs and a wastebasket.
Company name and contact person/info listed in the
conference directory
Conference and lunch passes for four booth personnel
Electricity – this is subject to change depending upon
venue. This can be an expensive item for WMAHU to
cover.
IMPORTANT! This information must be communicated
in writing to the exhibitors.
Exhibitors – what do they need to
purchase for the conference?
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Extra booth furniture if needed
Electricity, depending upon what has been negotiated
with the venue
Internet
Floral, plants, etc. if they need it
A “give-away” prize for the attendee drawing
Trinkets for the booth, to give to attendees as the stop by
and speak with them
IMPORTANT! This must be communicated to exhibitors
and sponsors. Most of this will be in Exhibitors Kit.
Sponsors and Exhibitors

IMPORTANT – The Exhibitor kit provided
by the decorator must be accessible to all
sponsors and exhibitors. This kit tells
them how to order any thing they need
ahead of the conference. Otherwise on
the show site these items will be VERY
costly.
Silent Auction
Silent Auction
Call on
companies
for
donations
Collect the
auction items
and display
the day of
expo
Run the
Silent
Auction the
day of the
expo
Keep track of
the bids and
collect the
monies
from the
bidders
Silent Auction



This is a great opportunity for WMAHU to give
back to the community.
The Silent Auction is comprised of donated
items from different companies. Generally the
value is over $50 dollars. 100% of the funds that
are raised from the auction are donated to a
predetermined local or regional charity.
The more items that are donated the more
dollars that WMAHU can donate to charity.
Timeframes
Contract with venue immediately to secure
location.
 9- months out start recruiting committee
members, decide on theme. Start working
with Marketing Chairman to establish
timeframes and deadlines.
 7- months out start developing marketing
sheets – flyers, prospectus and contracts

Timeframes con’t
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5-months out – start campaigning for
sponsors and exhibitors – important! This
will give companies time to put the expo in
their budget.
Miscellaneous - Information
Decide who will receive the completed
agreements. We should tell the exhibitor
and sponsor upfront.
 A point person(s) need to be listed in all
marketing material, including the website.
This should be the “go to” person(s).
Typically, this would be your expo
chairman and an additional person.

Expo

Delegate committees for the day of expo
 Registration – 8 plus volunteers
 Facilities – 3 volunteers needed
to assist with booth
set up and answering questions
 Catering – 1 person
 Sound system and technology – 1 person
 CE Classes – 4 persons to assist with CE registration
 Cocktail Reception – TBA
 Night before Expo 6 volunteers needed for assisting
with set up of registration.
Enjoy the day!!

Remember to ENJOY the day. It is
chaotic and a big event to pull together. It
is all worth it and WMAHU is a great
organization to belong to…share the word
and sign up new members!!