CHICAGO — In October and November of 2024, South Florida Ventures, a division of Informa Markets that produces its fast-growing U.S. Boating Exhibits portfolio, launched a brand new Buyer Success program for its Fort Lauderdale Worldwide Boat Present (FLIBS), which has garnered optimistic suggestions from exhibitors by way of improved NPS and Buyer Satisfaction outcomes.
To implement this system, South Florida Ventures evaluated its inside expertise and shifted folks the place acceptable, together with barely growing the scale of its workers to accommodate this system throughout the enterprise — however total stayed comparatively headcount-neutral.
A Purposeful Program
“The vision of the Customer Success program was to foster a personalized relationship between the exhibitor and the CS team member, where they could rely on a dedicated point of contact for consistent support throughout the event. By cultivating this connection, the goal was to offer tailored recommendations and valuable resources to enhance the exhibitor’s experience,” Terri Kennedy, Vice President of Registration & Buyer Success at South Florida Ventures, mentioned.
The Buyer Success program was created to scale back the frustrations of exhibiting by ensuring prospects are conscious of the merchandise which are included with their packages and the opposite alternatives open to them due to their stage of participation.
“This program is really elevating the exhibitor experience,” mentioned Michael Robbins, Director of Buyer Service and Success at Informa Markets. “As quickly as they signal and shut their offers with gross sales, it strikes over to my staff, and inside three enterprise days we’re reaching out. We’re ensuring they’ve entry to the exhibitor equipment, and to essentially be there to reply any of these preliminary questions to alleviate the strain off of the gross sales staff.
“We collaborate and interact with all other internal departments to help identify opportunities for exhibitors to maximize their time, resources and budgets. This is accomplished through understanding the needs of the exhibitor, whether they are a first-time vs legacy exhibitor, and through relationship building conversations with the exhibitor to encourage participation in additional marketing opportunities to help leverage their brand to our attendees.”
4-Half Course of
This system’s success plan consists of 4 steps: Introductions, Pre-Occasion Planning, On-Website Help and Put up Occasion. Every step has intentional and proactive touchpoints and paperwork, and a selected metric to trace success.
Within the first half, the Buyer Success Specialist at South Florida Ventures connects with the exhibitor to share their contact info and transitions the exhibitor from the gross sales staff to the Buyer Success staff.
To efficiently talk the best info, there’s a devoted individual and staff assigned to the present, who’re additionally devoted to the identical exhibitors yr after yr. Doing this helps set up a relationship and construct extra belief, much like a gross sales relationship however targeted on the service facet.
For the Pre-Occasion Planning part, the staff shares essential info just like the exhibitor kits, deadlines and move-in specifics. That is additionally the place exhibitors are reminded to ebook their journey and lodging and formally register for the occasions. That is additionally after they could make particular requests and get info like necessities for insurance coverage and funds from their Buyer Success Specialist.
When the present is happening, throughout the On-Website Help part, these groups take a proactive method to fixing points by being onsite to make sure they’re the primary level of contact for his or her exhibitors from transfer in to maneuver out.
After the occasion, these staff members deal with any ultimate questions from exhibitors, specific gratitude for his or her participation within the present and encourage them to fill out the post-event surveys and provides suggestions.
“While this program is still in the early stages, we have seen success throughout all phases of the live event cycle,” Robbins mentioned. “Due to the nature of the Exhibitor needs, the most immediate impact has been felt during the Pre-Event Planning and On-Site Support stages. We are developing a consistent relationship-oriented team that will listen, learn and provide expertise and guidance to ensure each exhibitor has the information and resources needed to have an optimal experience at each event. We are also adjusting and refining the experience based on our commitment to continuous improvement, through informal feedback, post-event survey data and the needs of our internal departments to help support this program.”
Timing is vital to South Florida Ventures’ new Buyer Success program.
Associated. New South Florida Ventures Headquarters Displays Dedication to Development
Timing is Key
Because of the timelines of occasions, the Buyer Success groups have sure targets for various time frames when working with their exhibitors.
“Throughout the entire process, we’re really honing in on the key 90-day period of time between move in,” mentioned Robbins. “We’re reaching out at least three different times within 30 days of each other, really focusing on the initial planning needs at the 90-day mark, and the next touch point is in regard to discussing deadlines. The last 30 days are about final needs, like shipping and the last-minute things to get exhibitors up to speed and comfortable for their show experience.”
Measuring Success and Outcomes
There was additionally a post-event buyer survey that went out and had a selected query in regards to the Buyer Success expertise to offer NPS and satisfaction-level knowledge.
The survey outcomes discovered that Buyer Success Downside Fixing was deemed “very good/very satisfied” by 99.97% of consumers. Moreover, prospects who engaged with the CS staff, had double digit share larger SAT scores than those that didn’t.
“We are extremely pleased with the early results of our Customer Success program,” mentioned Randy Discipline, Senior Vice President of Advertising and marketing for South Florida Ventures. “The intent behind this initiative was always to create a scalable model that would elevate the exhibitor experience at our events. Seeing the positive feedback and the impact it’s had on exhibitor satisfaction reaffirms that we’re on the right track, but there is more work and refining to be done. Moving forward, we are excited to roll out these best practices across all South Florida Ventures boating, art and beauty shows to ensure continued success and a seamless experience for all of our exhibitors.”
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