Year-Over-Year Continued Success

Five practices behind the results

Just some of the strategies Informa Markets and VIP Guest Invites put into action together.

1. 1

   Make it easy for your exhibitors

   VIP Guest Invites customizes every invite asset before launch, including the exhibitor's logo, booth number, promo code and registration links. Exhibitors can start promoting your event with little to no friction.

   2026: custom graphics were the most-used tool, with 5,707 interactions
2. 2

   Execution is everything

   Exhibitors need to understand the program and be prompted to use it. We run a complete promotional playbook across nearly every exhibitor touchpoint available.

3. 3

   Drive multiple users

   Our built-in “Share with your team” feature lets the main exhibitor contact pass the program to sales, marketing, communications and executive colleagues.

4. 4

   Analyze the data mid-campaign

   About eight weeks out, we review exhibitor usage and run targeted outreach to every exhibitor who hasn't yet visited their invite dashboard. Don't wait until it's too late to see who is taking advantage of the opportunity.

5. 5

   Make sure your whole team is invested

   We meet with every event team member who talks with exhibitors pre-show, so they can explain the program confidently. They're the ones on the phone and email with exhibitors during the key registration-building weeks. Empower them to spread the word.