Multi-Conference Exhibitor: New Lessons Learned Over Time

By Roger Magnus, Roger Magnus Research

In 2022, I wrote an AIIP Blog about being a first-time conference exhibitor. Two years later, I have now had an exhibitor table twice more and will again be at a large conference (see below) on October 24, 2024.

What has changed, and what new insights can I share from these additional experiences, and how can I leverage them for my next time being an exhibitor?

I have a Logo

I have been in business for seven years and had a logo created only this past summer – better late than never. Questions for 2024: How can I upgrade my exhibitor materials (handout, sign, pens, etc.), and should I add new ones with the logo (for example, a tablecloth for my conference table, swag, etc.)?

The Size of the Conference Matters

In the fall of 2023, I was an exhibitor at a large state-wide conference (over 600 attendees) and a smaller regional one (fewer than 100 attendees); the differences were significant. 

At the large conference, I was ignored by the organizers as were all the other exhibitors. There were difficulties finding my table and getting power for laptop demonstrations. No one checked on us at all despite the fact that we paid a hefty fee for being exhibitors. At the smaller conference, registration was much cheaper, and when I arrived, someone helped me bring in my supplies and set up the easel for my sign. At the large conference, however, I found several interested prospects, some of whom became clients afterward. This is why I am going back this year. At the smaller conference, I had one potential prospect who didn’t work out.

I Found Clients   

At the larger conference, I had 4-5 interested parties stop by my table, mainly earlier in the day, though I stayed at my table the entire day. We exchanged business materials, and I followed up immediately. Since then, two of them have become paying clients, and there is the possibility of another at some point. Lesson Learned for 2024: I will probably shut down my table or try to get someone to pinch-hit for me after lunchtime so I can attend some of the educational sessions.   

I Talked to the Other Exhibitors

At both conferences, I made time to visit and learn about the other exhibitors, and they stopped by my table as well. This was a very nice exchange, though only one collaboration – a presentation – came of it.  Lesson Learned for 2024: I should try harder to follow up and find ways to exchange and collaborate by offering something – free training, research, etc. – in hopes we may be able to refer clients to one another.

Final Takeaways

Per the lessons I have learned over time, my goal is to be an exhibitor at 2-3 major conferences per year, preferably at an affordable price and in the region where I live. At these conferences, my goal is to engage prospective clients and demonstrate how my research can help them increase their fundraising possibilities with new donors and foundations. Being an exhibitor is a great way to open the door to talk to, learn from, and find prospective clients. Of course, the work in securing these clients does not end there.

Roger Magnus is the owner of Roger Magnus Research based in Amherst, Massachusetts. As a nonprofit prospect researcher, he specializes in donor and foundation research to help nonprofits increase funding.