Tip 66: Registration is a Marketing Function

In most trade show organizations, the registration function is assigned to the operations staff. The thinking is that registration is just another task needed to produce the show. 

However, other shows have recognized that registration can help increase attendance; and therefore, it has been assigned to marketing. In these firms, registration is one element of a fully integrated marketing strategy, and:

• Becomes a real-time resource for information and market research.
• Moves from a "handling" responsibility to a proactive, customer-service responsibility.
• Is directly involved with all appropriate marketing activities such as the design of the printed and online registration page(s).
• Handles the maintenance and upkeep of the house list.
• Has direct, continuing contact with all inquiries (to convince them to register) and registrants (to convince them to come).
• Undertakes the telemarketing effort, including upselling pre-registered attendees.

Assigning registration to marketing assures that they do not think of themselves as just "handling" attendees—but that they realize what an important marketing function they perform.