Exhibition Management in Salesforce: Goals, Planning, Tools

Exhibition management is a multifaceted endeavor, often compared to juggling – requiring strategic planning, coordination, and adaptability. Leveraging Salesforce for exhibition management enhances efficiency by automating processes and integrating key functionalities.

This article explores the goals, planning, tools, and strategies for successful exhibition management using Salesforce, offering actionable insights for organizations aiming to excel in event execution.

What is Exhibition Management?

Exhibition management involves the planning and execution of events designed to connect brands with their target audiences. This goes far beyond merely setting up a stand; it includes intricate tasks like designing displays, managing logistics, and conducting post-event analysis. The ultimate aim is to achieve specific objectives, such as increasing brand visibility or generating high-quality leads. Salesforce, with its robust capabilities, simplifies and automates these processes, making it an essential tool for exhibition organizers.

Why Exhibitions Matter: Importance Explained

Exhibitions hold immense value for businesses, offering unique opportunities to boost brand awareness, generate leads, and create lasting connections. They provide a platform to showcase a company’s identity, products, and services to a broader audience, building public recognition and trust. Exhibitions are also a hub for lead generation, where companies can attract potential customers through innovative displays and interactive tools like QR codes.

Additionally, they foster networking, enabling stakeholders to exchange insights and explore new partnerships. Lastly, exhibitions serve as a launchpad for new products, drawing a fresh audience interested in innovative offerings.

Read the whole article on the Advanced Communities blog.

Key Types of Exhibitions and Their Goals

Different types of exhibitions cater to diverse goals, each requiring a tailored approach. Trade shows, for example, focus on industry professionals, providing a platform for networking and lead generation. Professional conferences like Salesforce’s Dreamforce combine trade exhibitions with educational sessions, attracting professionals eager to learn and connect. Consumer exhibitions target the general public, showcasing products and services in areas like fashion or home improvement. Meanwhile, digital exhibitions have grown increasingly popular, allowing businesses to host virtual events that reach a global audience with minimal logistical constraints.

Your Action Strategy: Winning Exhibition Management on Salesforce

Exhibition management is a marathon, not a sprint, requiring careful planning, adaptability, and sustained effort. To navigate this journey successfully, a five-phase approach can be employed.

Phase 1

The first phase involves solidifying your concept and budget. Begin by defining clear goals, such as prioritizing lead generation or enhancing brand exposure. Once your objectives are established, allocate a budget that aligns with your vision. For instance, targeting high-profile clients may justify investing in premium exhibition spaces, ensuring value for your financial outlay.

Phase 2

The second phase focuses on selecting the venue. The right venue acts as the stage for your performance, setting the tone for the entire exhibition. Factors like location, accessibility, and capacity play a crucial role. A centrally located venue can boost attendance, while an aesthetically pleasing setting enhances brand perception.

Phase 3

The third phase is where event management tools come into play. Salesforce simplifies the process, integrating ticketing, attendee registration, and scheduling. Advanced tools like AC Events Enterprise extend these capabilities, offering features such as QR code ticketing and customizable landing pages. These tools ensure a seamless experience for both organizers and attendees, enhancing efficiency and engagement.

Phase 4

The fourth phase emphasizes post-event analysis. Once the exhibition concludes, it is crucial to evaluate its performance. Salesforce analytics allows organizers to measure attendee engagement, lead conversions, and overall success. With tools like AC Events Enterprise, real-time dashboards provide actionable insights, enabling immediate improvements for future events.

Final Phase

The final phase involves executing post-event activities. Salesforce facilitates automated reminders for sales or marketing follow-ups, ensuring no lead is left behind. Additionally, it streamlines lead assignment, automatically routing prospects to the appropriate representatives based on predefined criteria. This ensures a personalized and efficient follow-up process, maximizing the event’s long-term impact.

Conclusion

At first glance, exhibition management may seem overwhelming, but with thorough planning and the right tools, it becomes a manageable and rewarding process.