ally directing them through the information toward the most relevant content. If
you choose to use “sample” materials, be
sure to obviously mark them and encourage your staff to hold the sample at all
times. Then, offer to mail interested parties materials after the meeting or produce the hidden gem once their interest
level has equaled the printing costs.
However, always bring at least one membership piece in excess. This piece may
not be your most gorgeous or expensive,
but it should be available to aisle-grazers
Cathy Kraus is director, organizational marketing, at
the Academy of General Dentistry. She may be
reached at (312) 440-4312 or email@example.com.
association name, logo and Web site at
the top; your tagline just underneath;
and three or four services under that.
• Avoid placing content below eye level.
• Use a font size that can be read from
15 feet away.
• Be sure your signage reinforces your
Another way to make an impact is
to cut the clutter. Try to maintain no more
than three focal points in your booth
layout. For example, showcase materials
for your annual meeting, one new program and membership information.
More than three focal points can easily
overwhelm a booth visitor and often
discourage their visit altogether. If your
association requires more promotion,
consider changing materials each day to
showcase different aspects of the organization. If you must create more than
three focal points in your booth, add simple signage to direct attendees.
Make it easy for visitors to take
action. No matter how small your booth
area may be, you must include a membership sign-up station. The most important element of recruitment is to make
the application simple. A chair at the
edge of the table, pens and applications Join the National Healthcare Career Network today!
can do the trick. This offers a realistic
space for the applicant to fill out applications. If you offer online applications,
place the computer in the workstation.
Finally, don’t create a cage. Placing
a table at the front of your booth creates
an immediate barrier between you and
your prospective new member. This disrupts the proper flow of the booth, and
NTERNATIONAL SOCIETY PHARMACOEPIDEMIOLOGY • SOCIETY FOR RADIATION ONCOLOGY ADMINIS
limits your access to visitors. RATORS • SOCIETY FOR MUCOSAL IMMUNOLOGY • AMERICAN ASSOCIATION FOR CLINICAL CHEMISTRY
One common way to reduce exhibiting MERICAN MENTAL HEALTH COUNSELORS ASSOCIATION • FLORIDA ASSOCIATION DIRECTORS OF NURS
costs is to use “sample” membership NG ADMINISTRATION • F LORIDA MEDICAL DIRECTORS ASSOCIATION • FLORIDA HEALTH CARE SOCIA
WORKERS ASSOCIATION • INFUSION NURSES SOCIETY • AMERICAN SOCIETY FOR HEALTHCARE HUMAN RE
marketing collateral rather than distribut- OURCES ADMINISTRATION • AMERICAN PUBLIC HEALTH ASSOCIATION • ASSOCIATION FOR COMMUNIT
ing expensive materials to uninterested EALTH IMPROVEMENT • URGENT CARE ASSOCIATION OF AMERICA • FLORIDA ORTHOPAEDIC SOCIETY
visitors. In this way, your staff engages MERICAN SOCIETY OF CONSULTANT PHARMACISTS • MICHIGAN ASSOCIATION OF AMBULANCE SERVICE
MICHIGAN ASSOCIATION OF EMERGENCY MEDICAL TECHNICIANS • MEDICAL DEVICE MANUFACTURER
attendees with the sample piece, person- SSOCIATION • AMERICAN ACADEMY OF PEDIATRICS • AMERICAN ASSOCIATION OF DIABETES EDUCATOR
»Join the Network. Join the Cause.
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the American Hospital Association to address the largest
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