Trade fairs and exhibitions demand extra attention from organizers, since you need to support two different groups: attendees and exhibitors.
Because of this, the market has developed solutions to make life easier for whoever manages this type of event. One of these solutions is the Exhibitor Service Center (ESC), known in Brazil as CAEX.
Built specifically to optimize the exhibitor experience, an ESC supports your exhibitors from before the event through their next experience. After all, with support like that, of course they’ll want to come back!
So, want to know how an ESC can make managing trade fairs and exhibitions simpler? Check out:
- What is an ESC?
- Benefits of an ESC
- How does an ESC work?
- How to set up an ESC at your event?
What Is an Exhibitor Service Center (ESC)?
In the context of events, an ESC is the structure (physical and/or digital) that brings together information, services, and support so exhibitors can take part in an event more easily.
In other words, it works as a guide with the services, rules, and guidance exhibitors need. But an ESC’s format can vary, taking shapes such as:
- Online or app-based: usually a separate website, a feature within a platform, or an app with tabs for forms, deadlines, rules, and supplier contacts (often simply called an “Exhibitor Service Center” at international events);
- In-person: a booth at the venue where setup questions, last-minute requests, and technical support are handled;
- Hybrid support: a combination of a portal (for orders and payments), chat/phone support, and a physical booth, ensuring support before, during, and after the event.
Benefits of an ESC
- Improves the exhibitor experience: less wasted time and faster support;
- Builds trust in the event: satisfied exhibitors come back and recommend the event;
- Reduces operating costs: avoids rework and last-minute (more expensive) requests.
How Does an ESC Work in Practice?
As mentioned, an ESC organizes and delivers essential services for exhibitors.
Have you ever seen how it works at large events? An ESC is used at events like CCXP, auto shows, biennials, and more.
In practice, most of these events do the following:
1. Pre-Event (Portal)
Exhibitors get access to a portal/app/platform to download forms, check rules, deadlines, and prices (power, setup, internet, air conditioning, security, transportation).
Through the portal, they can also contact event organizers and request services.
On some platforms, exhibitors can access a marketplace of supplier services and close contracts without leaving the portal.
2. Post-Order / Coordination
Suppliers confirm orders, provide quotes, and set delivery times. The ESC centralizes this flow to avoid conflicts and ensure everyone follows the venue’s rules (electrical safety, booth height, etc.).
3. On the Day of the Event
An ESC booth at the venue handles immediate needs: badge reprints, billing issues, calls for electrical setup, furniture replacement, internet access, and incident management. Having a well-trained team reduces exhibitor downtime.
4. Post-Event (Billing and Follow-Up)
An ESC also makes it easier to resolve invoices, and it produces reports for exhibitors both in real time and after the event. It also gathers feedback to improve the service at the next event. This closes the exhibitor experience cycle in style!
How to Set Up an ESC at Your Event
You already know that an ESC can take different formats. It’s up to you to define which one!
But there are a few essential items to ensure good exhibitor support. So, you can start with these:
1. Define the Format
You might start without enough budget to offer a website, app, or portal. But that’s not a problem!
It won’t be as simple, but you can support exhibitors by email, dedicated social media, or WhatsApp/Telegram.
The key, at first, is to list which services you’ll offer and where you’ll offer them.
2. Create a Clear Manual for Exhibitors
To get any ESC started, it’s ideal to put together a document or FAQ website with the key information exhibitors need.
So, share deadlines, prices, forms, regulations, supplier contacts, and everything else in a clear, easy-to-access, easy-to-understand way.
If possible, organize it by priority: setup, utilities, logistics, security, and billing. Many events use this manual as part of the exhibitor agreement.
3. Set Up In-Person Support
An exhibitor area will make a difference on the day of the event!
So, choose a visible spot at the venue, with clear signage and a trained team ready to offer all the support needed.
It’s also a good idea to have a mobile team to handle unexpected issues around the booths.
Even if you offer online support, having a physical booth and a well-trained team feels more welcoming and increases exhibitors’ confidence.
4. Proactive Communication
No matter which format you choose for your ESC, proactive communication is essential.
So, send deadline reminders, checklists, and “what to bring on the day” guides, along with guidance on regulations (e.g., electrical standards, maximum booth height).
5. Set Metrics for Your ESC Too
If you want to know whether your ESC is working, define satisfaction metrics.
For example, measure response time, number of requests resolved on the day of the event, exhibitor satisfaction rate, and so on.
After the event, these metrics will help you plan improvements.
6. Use the Technology Available on the Market
To build a complete ESC more easily, the ideal approach is to look for technology that centralizes exhibitor support services.
After all, the more you can solve in one place, the easier it will be for your team to manage — and for exhibitors too.
For example, some tools let exhibitors contact suppliers, pay for items, and request help, all in the same place.
Others also let exhibitors collect booth visitor data and store it online in a lead collector, as is the case with Even3.
This can multiply exhibitors’ results at the event and make their participation much more strategic.
So, look for technology that offers:
- A complete online event management experience: from registration to post-event, for both exhibitors and attendees;
- Centralized information and services;
- Support to integrate communications, payments, and essential exhibitor services.
Even3 is one of the most trusted options on the market, with centralized management and specialized event support. Talk to a consultant for free and get to know the tool.
