Put Your Exhibitors on the Fast Track to Success… Improve Attendee’s Exhibit Hall Experience… And So Much More!

What is E³?

NEW from Competitive Edge… E³ is the next generation of exhibitor education and the industry’s FIRST and ONLY show-sponsored exhibitor educational program GUARANTEED TO REACH EVERY EXHIBITOR IN YOUR SHOW!

If you are a show organizer looking for improved exhibitor performance, satisfaction, retention and growth, as well as a more satisfying experience for your attendees this is for you!

How does E³ Work?

E³ provides all or select groups of exhibitors with observations and evaluations uniquely designed to help them execute a more effective exhibit. The E³ process utilizes expert evaluators scoring exhibitors in 3 key performance areas. 21 specific evaluations are made that determine overall exhibit effectiveness.

Pre-show Preparation

Before the show, the E³ team works with show organizers to finalize evaluation criteria. The input is integrated into custom forms and a database used for compilation and analysis is prepared. Once evaluation dates and times are finalized, we choose evaluators based on show hours and show location. E³ also provides promotional communications including emails, content for your show website and bulletins, at show signage and booth drop flyers. All designed to inform exhibitors about the evaluations and prepare them for what to expect.

On-site Observations and Ratings

On-site our expert evaluators work as a team to cover the floor so we spend sufficient time at each exhibit to prepare a thoughtful, comprehensive review. The review provides positive feedback and helpful direction to ensure ongoing exhibit improvements.

Post-show Reporting with Scoring and Analysis

After the show, exhibitors receive a personal report showing quantifiable analysis and feedback to help companies compare their performance to show averages. In addition to numeric scores for each component, the reports also highlight specific areas requiring improvement. The feedback helps exhibitors understand where to focus their efforts to improve exhibiting effectiveness.

Exhibitors can access a post-show resource report with observations and recommendations as well as the common characteristics of the most and least effective exhibitors so companies can integrate best practices into their exhibit program.

What are the steps?

It’s easy. Competitive Edge handles everything from exhibitor marketing, data entry, report generation and delivery.

• Marketing specifically customized to introduce the program to your exhibitors
• Exhibitor database set-up, to facilitate data compilation post-show
• Custom evaluation questionnaire design and production
• Expert evaluators on-site to cover all exhibitors
• Post-show data input and compilation of exhibitor results and scorecards
• Email delivery and web hosting of individual reports to all exhibitors
• Development and delivery of a detailed report including show overview, observations and recommendations to be hosted on show website
• Email letter sent to individual exhibitors with unique link to their scorecard and resource report
• Individual exhibitor reports confidentially hosted on our E³ website for up to a year to support show organizers selling efforts with individual exhibitors
• For show organizers providing E³ for multiple years, exhibitor performance comparisons benchmark and track individual exhibitor improvements based on recommendations from the prior year

What does E³ measure?

• Individual Effectiveness ratings in three major areas and more…
• Comparisons to show average scores
• Comparisons to specific exhibitor groups such as competitors *
• Effectiveness in achieving stated objectives *
• Effectiveness of pre, at and post show strategies in achieving successful results *

*Available in Silver and Gold Level programs

What E³ is:

A positive, supportive exhibitor learning experience

What E³ is not:

A Mystery shopper or Best-of-Show Contest

Why not a mystery shopper? There are several reasons we don’t utilize this model. Flying below the radar, Mystery Shoppers can unintentionally create an adversarial relationship with exhibitors. The “mystery shoppers” surreptitious behavior implies they are reporting on mistakes rather than constructive feedback and direction. As a result the data provided, regardless of how useful, may not be welcome. Our experience indicates that companies receiving feedback using this model are less receptive and consequently less likely to integrate the recommendations into their programs.

Why not a Best of Show Contest? Even though, when asked, we use this model from time-to-time, we find that reports in this format, regardless of how compelling the observations are limited in detail and value to the exhibitor. And utlizes a winner/losers model. The judging criteria are frequently subjective, and may identify winners based on superficial characteristics that are not necessarily creating a more effective exhibit.

So how is E³ different? It is not an undercover operation. We work openly and collaboratively with exhibitors to provide useful observations and input as well as recognizing what the exhibitors are doing right. When we leave the exhibits, exhibitors look forward to seeing their reports and how they compare to show averages. In addition, our evalautors are helpful at making constructive suggestions that can be instantly integrated so exhibitors see immediate improvements and enhanced results.

E³ Does it All:

Supports Exhibitor Satisfaction, Effectiveness and Retention, and Delivers an Improved Attendee Experience

Exhibitor effectiveness directly impacts exhibitor satisfaction and continued participation. Research has shown that exhibiting effectiveness depends on informed and educated exhibitors. Since only a small percentage of exhibit managers are well educated, it is not surprising that a majority of exhibitors – big and small – regardless of expenditures are only marginally effective in executing an exhibit that works.

And results directly impact show budgets. Companies who are satisfied with performance maintain or expand space rental and invest more in show marketing opportunities. Companies disappointed or skeptical of results can easily shift dollars to other initiatives like social media, the Internet and more traditional media like direct marketing, print, PR and advertising.

A positive exhibit hall experience directly impacts attendee’s perception of the show as well. Attendees satisfied with their visits to the show floor will visit more exhibits and be satisfied with their overall show experience.

Investment: Fees vary based on number of exhibiting companies to be evaluated.

Call 1-800-700-6174 to learn more now!