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 the-month 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 locationsJW Marriott – expensive food and locationDelta Center – aesthetically not appealingFred Meijer Gardens – Size and time of day

restrictions (evening is the only time for our size Expo)

The Learning Center – Size restriction 100 people

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 SegmentsChairman

Co-Chairman

Marketing Catering FacilityExhibitors

&Sponsors

Silent Auction

Treasurer

Support as needed, per Marketing

chair

1 additionalto chair

2 additional to chair

2 additional to chair

8 additionalto chair

2 additionalto chair

Programs

1 person

Marketing

Marketing

Create the “Save thedate” flyer

ModifyWMAHUwebsite

expo infoand

registration

Createconferenceprospectus

Forsponsorsexhibitor

attendees

Monitor online

registrationfor

attendeesexhibitor sponsorsto ensureprocess is flowing

Exposignage

and conference

program

Ensurethat artworkis receivedfrom the sponsors

Emailexpo

informationto possibleattendeessponsorsexhibitors

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 neededRegistrationSponsorshipExhibitor

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

Pre-Conference

BreakfastCoffee bar

and breaks

Lunch

Cocktailreception

and entertain.

Choosemenus

and workwithin 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 Breaks – water bottle branding, coffee stations, break

foods – cookies, etc. Lunch – this is a big deal! Cocktail reception – another big deal! Pre-conference hospitality reception

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

ChooseVenue

For Exp

WorkWith

Decorator

WorkWith

Technology

Securespeakers

Designlayout of

Expofloor and assist withassigning

booths

Coordinatewith

cateringchairperson

Ensureexhibitors

And sponsors

are happy

Facility – finding a venue

The facility is important to set an overall feel for the conference. A convention centerBallroom of a hotelSports arenaRestaurantLocal company with conference centerGardens

Facility – considerations

Making the choice on what facility to use 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

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 bootsSet up show floor layoutHandle electricity needsSet up registration tableStage for lunch speakers

CE Programs

Program Chair

Decide on topicsfor the classes

CELunch

Keynote

Obtain speakers.File for CE credits

with the state.

Ensure that all audio visual

needs are handled

Work with MarketingChairman 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

Collecting money

andpaying

invoices

Entering and tracking

sponsors andexhibitors in

database

Treasurer

Receivesponsor

and exhibitorscontracts

and checks

Create andsend

invoice to sponsor

or exhibitor

as requested

Communicateupdates tofacility andexhibitor

chairperson

The day of expo

have allthe

informationupdated

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 assignmentsworking with

facilitychairman

Call campaign Last year’s sponsors Previous year exhibitors 8 callers/recruiters needed

Sponsorshipassignment

Work withTreasurerregarding

agreementsreceived 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 pre-conference 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 50-70 exhibitors.

Exhibitors – what is included?

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? 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

Run the Silent

Auction theday of the

expo

Keep track of the bids and

collect themonies from the bidders

Collect the auction itemsand display the day of

expo

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

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!!