An exhibitor portal is a central online platform accessible to exhibitors at an exhibition or trade show. It provides all the information they need to activate their stand or booth at the event.

Sometimes referred to as an Exhibitor Zone, or in the United States as an Exhibitor Resource Center, the exhibitor portal may feature the online exhibitor manual, links to third-party event technology services (such as exhibitor badge registration, meeting booking apps, and scheduling tools), and event supplier catalogues.

Although the name "exhibitor portal" suggests it is only for exhibitors, the platform is often available to event sponsors, partners, media partners, and, in some cases, speakers.

The exhibitor portal can be managed by the event organiser, a third-party event delivery team, or an external event supplier.

What’s the difference between an exhibitor portal and an exhibitor manual?

An exhibitor portal is a central repository that houses all the information, links, and forms required for trade show participation. In contrast, an exhibitor manual traditionally focuses only on the operational and logistical aspects of trade show participation. For example, while the exhibitor manual might provide the names and details of event suppliers, it won’t typically list their full event inventory, which the exhibitor would need to find elsewhere.

See What is an Online Exhibitor Manual?

What is the importance of a user-friendly exhibitors manual?

Two of the biggest challenges for event organisers before an event are ensuring that exhibitors order everything they need for their stand on time and that exhibitors effectively promote the event to their own audience.

Exhibiting at a trade show can be particularly challenging for those who are not professional exhibit managers or lack experience with booth activations. The process is highly nuanced and depends on factors such as the location and type of event. For instance, health and safety regulations vary by country and sometimes even by region, as is the case in the United States, where requirements can change from state to state.

Additionally, each event has its own set of suppliers and technology platforms that exhibitors must learn and navigate.

By providing a user-friendly exhibitor portal and manual, exhibiting companies will find it much easier to participate and are far more likely to engage. At FFAIR, event organisers using our platform have seen exhibitors meet deadlines two weeks early and complete the required information within 48 hours of receiving their exhibitor portal login - citing the platform’s ease of use as the primary reason.

How to make your exhibitor portal more user-friendly

There are several ways to make your exhibitor portal more user-friendly for your upcoming event:

1. Easy-to-find information

Exhibitor manuals can span over 200 pages of logistical and operational details. Ensure this information is well-organised and searchable so exhibitors can quickly find what they need. This will save them time and reduce the number of pre-event queries you receive.

2. Personalised to their participation

Many exhibitor portals are generic and provide all exhibitors with the same information, despite differences in stand or sponsorship packages. To help exhibitors navigate your portal effectively, ensure the content is tailored to their specific participation. For example, if an exhibitor has purchased a shell scheme package, they won’t need instructions on ordering extra carpet if it’s already included.

3. Integrated services

Exhibitors often complain about having to use multiple platforms to exhibit. Some organisers require badge orders through one service, meeting scheduling through another, and so on—each with different logins and requiring exhibitors to repeatedly input their details. This can quickly lead to disengagement. To enhance the user experience, integrate your event technology platforms so that exhibitors’ data flows seamlessly between them, providing a single sign-on (SSO) experience from the portal.

4. One-stop shop for event supplier products and services

One of the biggest frustrations for exhibitors is ordering additional stand services from multiple suppliers. AV, stand graphics, Wi-Fi, lighting, catering, and other services often come from different providers, requiring exhibitors to manually place orders via email, paper forms, or even fax.

By offering a single checkout experience for exhibitors, where orders are automatically distributed to suppliers, you save them time and gain full transparency over what’s been ordered. This will also reduce queues at the organisers' office onsite and improve the overall event appearance, as exhibitors are more likely to use your preferred suppliers.

Learn how Alpha Events Event Operations team benefited onsite from a better online exhibitor manual.

5. Timely reminders

Trade shows often come with numerous deadlines. Weekly reminders of upcoming deadlines can help exhibitors stay on track, reducing the stress of last-minute orders. Automating these reminders will also remove the burden of manual administration for your event team.

The ultimate user-friendly exhibitor portal test

Want to know if your exhibitor portal is easy to use? Start by gathering direct feedback from exhibitors at your event. Compare how your portal fares against others they’ve used. Exhibitors who attend multiple shows annually can offer valuable insights into how you can improve your platform and make exhibiting easier for them. This will help you win the loyalty of your exhibitors and retain more customers in the long run.

If you can’t wait for post-event feedback, test your portal by having a complete exhibiting novice in your team or company go through the pre-event process as if they were an exhibitor. Ask for honest feedback—what did they find challenging? Where did they lose interest? Use this feedback to make targeted improvements to your portal.

Summary

A user-friendly exhibitor portal simplifies the process for exhibitors, helping them meet deadlines and engage more effectively with the event. Key features for a successful portal include easy-to-find information, personalised content, integrated services, a one-stop shop for suppliers, and automated reminders. By investing time in creating a better portal, using better event technology platforms and focusing on usability, event organisers can enhance the exhibitor experience, reduce administrative work, and increase overall satisfaction for exhibitors, sponsors and partners at their next event.

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Looking to deploy a new online exhibitor manual solution for your next event? Download our Free Buyer's Guide to Online Exhibitor Manuals to get advice and tips on how to get started.