We often go from show to show to show.  I talked with an exhibit manager who told me she had 130 trade shows this year.  That’s 2.5 shows per week to plan and see that it is executed effectively.  She can’t be at every show so she has to delegate the work.  How can she do anything but go from show to show?  Where’s the thinking time?  We are all falling into the “ready, fire, aim” syndrome.   We get caught up in the “I don’t have time to plan, only to do.”  When this happens we forsake accuracy for momentum.

Exhibit professionals are hit from every side – sales, marketing, technology and management.  They read about a new show and want to be there without considering these very important questions.  Accuracy before Momentum:

1. Why are we going to this show?  What do we want to achieve by exhibiting?
2. Who is our target audience at this show and will they be there?
3. What messages do we want this audience to receive and how are we going to deliver them?
4. What do we want as our measure of success when the show is over?

If we can answer these questions, then we are beginning the exhibit planning process with accuracy.  If we don’t take the time to look at these issues up front, we are only going for momentum.

The next step in creating an accurate environment is to conduct an exhibit market-planning workshop that is attended by a cross-section of the organization’s functions.  That way sales, marketing (advertising and pr), technology and management are buying-in from the outset rather than second-guessing the momentum when it is too late to change.  The best outcome of an exhibit marketing planning workshop is to assure that there are objectives for the event that are linked directly to the organization’s marketing mission.

These objectives then can be the foundation for your measures of success.  If you are exhibiting to generate leads for sales, then you will want to calculate your cost per lead.  If you are going to increase awareness of your brand, then you will want to measure the cost per visitor reached.  For each objective, your planning will allow you to generate a measure whether it is return on investment (sales) or return on objectives.

The advantage of accuracy before momentum is that you have a guide against which you can execute the exhibit plan.  One of the factors of 21^st century life is that your environment will change.  It is not if, but when will it change and what will be the impact.  If you have planned for accuracy then you can regularly check your progress against your plan and if there is an environment or organizational change you can assess its impact and make the appropriate plan changes as you change courses.

Choosing Exhibit Staffers

Too often we have a staff that is at the show as a result of their being available or in the right location to be drafted for services.  But when accuracy precedes momentum, then staff is chosen for their skills in the unique exhibition environment, rather than their location or availability.

Planning Demos

We also find ourselves too often gaining incredible momentum before accuracy when we have demonstrations to reinforce the application and benefits of our products.  When we assume that the personnel can demo because they are technically competent, then we are in the “ready, fire, aim” mentality.  Demonstrations are successful when the demonstrator considers the audience, knowing to whom they are speaking and what needs they want to be addressed.  The demonstrator understands how their product can be presented to address the visitor’s needs and what the BIG IDEA is they want the visitor to remember when they leave the trade show exhibit.  This does not occur if we select demonstrators and only tell them what their timeslot is to work the exhibit.  Accuracy means planning, preparing and practicing the demo before the first visitor sets foot in the exhibit.

Picking Giveaways

The last area that is impacted by gaining too much momentum before achieving accuracy is the use of promotional products.  When we don’t consider the uses of this tool, we find ourselves just perusing catalogs and finding nice and nifty giveaways.  You want to identify why you are going before choosing a promotional product.  Is it to communicate or reinforce a message or reward a visitor for participating in a demo or recognize them for coming to visit you?  If you don’t need a tool to do any of these functions, then save your money.  If you have come to this conclusion, then you have practiced accuracy before gaining momentum.  If you have a nice and nifty item, we hope it gets home because the majority of those that are not useful and functional, taken and not given and are not judged as having a high perceived value are thrown away or left in hotel rooms for the housekeeper.

Accuracy before momentum is not just a slick phrase. It means that if your are going to rise above the competition, you need to think through and plan your event, not just show up and hope for the best.

Get more winning insights in the Successful Exhibiting Strategies for Uncertain Times White Paper.  This 16-page report outlines 16 proven strategies for going beyond just surviving to thriving at trade shows. Click here to get your free copy.

Every year you have a show in the same distant city, and every year your boss says, “Use old such-and-such from the local office as a booth staffer.  That way we don’t have to pay for airfare and hotel to send someone from here.” 

At first you thought it was a good idea, too — a way to save about a thousand dollars.  But after a couple of years, you’ve realized that old such-and-such is actually a horrible booth staffer.   How horrible?

• He hides inside the booth and doesn’t try to engage attendees
• He’s got a negative attitude, is unapproachable and unwelcoming
• He’s got poor product knowledge
• He spends all his time talking (and complaining) to your other booth staffers, tying them up, too
• He gets a fraction of the leads of other booth staffers
• He doesn’t write notes on the lead cards from the few conversations he gets

Unfortunately, your boss hasn’t figured out the problem yet, and won’t unless you tell her.  To get the best staff that you need, you’ll have to point out to your boss the true cost of this “free” staffer, and make the case for spending the extra money to get a worthwhile staffer instead.

The hidden cost of a poor performing trade show booth staffer

While you saved on airfare and hotel, you have other, bigger costs you’ve now incurred:

• You miss out on potentially dozens of leads, and the sales from those leads, that a better booth staffer would get. 
• Attendees who do talk to the poor booth staffer will form a poorer opinion of your company
• Other booth staffers will be dragged down by the bad booth staffer’s attitude, and they will in turn get fewer leads

The average cost of a trade show lead is $212, according to ceir.org.  If that poor performing booth staffer only took about 5 leads at that show each of the past two year, but your average staffers are getting about 25 (my guesstimates based on experience, yours may vary), you can make the case to your boss that a better staffer would add $4,240 in value to your marketing.  Here’s how:  25-5=20 leads, times $212 cost per lead, equals $4,240 in extra value.   That’s over 4 times more value, by spending the $1,000 to “ship” a proven booth staffer there.  

If there is no one else on your staff available to replace him, consider hiring a local trade show host or hostess.  Not the stereotypical booth babe, but a professionally dressed, self-motivated oasis of sunshine.  If you’re concerned they don’t know enough about your products, you can train them enough to engage visitors, and then they’ll feed the rest of your booth staff with more leads.  They may even live in the show city and not require travel expenses, and end up costing you less than paying for your own staffer’s travel expenses. 

So be willing to say no to a “free” booth staffer if he can’t get the job done.  Only bring booth staffers who are up to the task, even if that means paying more to get them there.  You’ll get more leads, your ROI will improve, your other booth staffers will do better, and you’ll present a better image for your company. 

Want to get more great tips on increasing your booth staff’s performance, and thus your trade show results?  Get your free copy of our 48-page Booth Staffing Guidebook filled with insightful articles, worksheets, and checklists by clicking here.

Trade show exhibitors look ahead at their 2010 buying plans

A few weeks ago Skyline gladly hosted the Upper Midwest Exhibit Designers and Producers Association chapter meeting, here at our main facility in Minnesota.

About 60 industry professionals were treated dinner and not just one, but two excellent presentations about the state of the exhibition industry.  The newly-elected EDPA President John Rose presented highlights from the 2009 EDPA Economic Survey, which showed how exhibit builders fared in 2008.  (Most made money.  2009 will be a more interesting survey.)

The second presenter, Mark Kuehl of EXHIBITOR Media Group, shared the as-yet-unpublished EXHIBITOR Magazine’s 2010 Economic Outlook Survey. The goal of EXHIBITOR’s survey was to “quantify trends in corporate spending on trade shows for the coming year.”  Which for our audience meant, do exhibitors feel safe enough to resume spending on trade shows, or not?

The survey will be published in EXHIBITOR’s March 2010 issue, but we got enough of a sneak peek to share a key insight with you. 

EXHIBITOR used a common format for many questions, asking survey takers if they planned to spend more, the same, or less on an item in 2010.  Most people answered “the same” to these questions – it was the gap in percent between those who answered “increase” versus “decrease” that gives a clue to what the year will bring.

Do exhibitors want lighter weight exhibits?

The biggest “Aha!” for me (I might have even dropped my dessert spoon) was that exhibitors are ready to spend more on trade show exhibits than before, and that they will buy lighter weight exhibits.  Here’s how I came to that conclusion:

When asked what their expected spending would be for exhibit shipping, only 5.5% said they would increase, while 33% said they would decrease spending.  With 5.5% minus 33%, that’s a negative 27.5% gap indicating less planned spending on shipping.

But when asked what their expected spending would be for exhibits/displays, 17% said they would increase, while 22.1% said they would decrease spending.  With 17% minus 22.1%, that’s about a negative 5% gap indicating slightly less planned spending on exhibits/displays.  (Their actual behavior during 2009 was much more towards “decrease” – so this feels like an improvement!)

How do exhibitors plan to nearly maintain spending on exhibits and displays, but spend that much less on shipping?  I think it’s because they intend to buy lighter weight exhibits and displays that will lower their shipping costs.

Do you agree?  And what do you plan to do?  Let me know in the comments box below. 

Learn more about the shift towards lighter exhibits in the 20-page White Paper, The Trend to Custom Modular Exhibits.  By Tradeshow Week Magazine, including a survey of 170 exhibitors on their preferences, plans, and challenges.   Click here now to get your copy.

As a trade show manager about to embark on marshalling the design of your company’s new trade show exhibit, you have to consider the interests of 7 distinct people:

1.  Trade Show Attendee

This is the most obvious person for whom you design your trade show exhibit:  Your clients and prospects who attend trade shows.  Aim for an exhibit designed to attract attendees with compelling messages, inviting architecture, appealing colors, and impactful, appropriate images.

Existing clients want to visit you at the show to confirm they’ve made the right decision choosing you.  So reassure them with a welcome environment and springboard their visit as an opportunity to cross-sell and up-sell.  Prospects rely on the unique venue of trade shows to compare similar vendors at one time.  Ensure you come out on top with a clear, compelling message that promotes your value, and by creating an experience in your exhibit that demonstrates your superiority.

Besides clients and prospects, design your exhibit to make a favorable impression on your industry press and potential investors, both potent groups of attendees at trade shows.

2.  Trade Show Booth Staffer

While attendees may only visit for 10 minutes, your booth staffers will call your trade show home for several days at a time.  Give them a temporary office that helps them do their job easier.  Provide places to meet clients, demonstrate products, and most of all, write and stash those valuable leads.  Make it simple for them to maintain an uncluttered booth, with smartly designed and accessible storage spaces for giveaways, their personal effects, and room for snacks and water.  Give them enough spots for lead machines, so they don’t have to trek across a 30 x 50 booth, visitor in tow, to scan a badge.  When you design your exhibit with your booth staffers in mind, they will be more productive, increasing your trade show results.

3.  Exhibit Installer

Whether it’s you, your sales people, or hired show labor, keeping your exhibit installer in mind during the exhibit design phase will pay big dividends down the road.  Many exhibitors choose portable trade show displays specifically to lower their display set up and dismantle costs.  In all major convention centers (and all but a few hotels) you can set up your own display without hiring show labor if you can complete set up within 30 minutes without tools.

However, it’s worth considering installation and dismantle (I&D) costs even when designing medium and large-sized exhibits.  In is not uncommon for large, traditional island exhibits to cost more than $10,000 per I&D, show after show.  Designing with modular exhibit systems engineered for ease of assembly can reap savings at every show.  Also, when evaluating an exhibit’s design, look to see if there are layers of structure that may hamper your installer from building other parts of your exhibit.  And exhibit designs requiring rigging also require (surprise!) hiring riggers, every show, and will cost you significantly more to install.

4.  Vice President of Marketing

Your top marketing officer wants your trade show exhibit to fulfill multiple objectives:  build or reposition your brand, communicate your primary marketing messages, and launch new products and services.  Sometimes they will want your trade show exhibit to do all of these simultaneously, and that’s certainly viable.  But trouble brews when your top marketer wants to load the exhibit down with too many products or messages. Gently remind your V.P. of Marketing that an overloaded exhibit loses its ability to quickly capture attendees’ attention, which is the exhibit’s job.  You have other tools beyond the exhibit to communicate lower level messages and secondary products.

Also, because your marketing messages can change from show to show, or your company could potentially rebrand soon after you design your exhibit, your V.P. of Marketing will value more flexible trade show exhibits that can easily change their look and “skin” and let you keep your message fresh.

5.  Vice President of Sales

Your V.P. of Sales expects your trade show exhibit design to help facilitate a significant amount of sales – that’s why he/she loaned you so many sales people to staff the booth.  Your exhibit must pull prospects in and give your staffers the tools and environment to convert visitors into qualified leads.  Your V.P. of Sales wants to be proud, not ashamed, when they host their best clients and prospects in your booth.  And they want your exhibit design to create such a memorable experience in the minds of attendees, that when your sales people make follow-up calls after the show, they are greeted with “I’m glad you called,” rather than “Who are you?”

Depending on how your distribution is organized, your V.P. of Sales may also want to spend quality time with their dealers in your booth, too.  If that’s your primary goal for the show, then design the space for those meetings.  If not, you may need to have an interesting discussion with your V.P. of Sales.

6.  CFO

At some phase of your exhibit design process, someone in your organization, from a purchasing manager up to the V.P. of Finance, will scrutinize the cost of your exhibit.  And they should: trade shows are often the single largest expenditure to support B2B marketing.  Their first instinct is to push for the lowest priced bidder, or to even question the expenditure all together.  So bring them persuasive industry statistics about the value of trade show marketing share the average cost of trade show exhibits ($1,500 per linear foot for inline exhibits, and $163 per square foot of island exhibits, according to the EDPA), and most of all, your own ROI measurements from previous trade shows that demonstrate healthy sales generated from your marketing investment.

You can more easily advocate for your preferred exhibit design if you can show that it will make the most impact for the lowest cost, such as with custom modular exhibit systems that lower ongoing operating costs.  Your CFO may favor that you rent the design you are contemplating, as rental avoids capital expenditures and frees up cash.  And your purchasing manager may warm to trade shows when she (as Ed Jones points out here) realizes how many productive vendor discussions happen in your booth.

7.  President/CEO/Business Owner

The top person in your company will want your trade show exhibit design to create the marketing impact your V.P. of Marketing craves, the sales bump your VP of Sales desires, and the ROI your CFO expects.  Depending on the size of your organization, your very top person may have final say on your trade show exhibit design.  Try to avoid a nasty surprise after you have expended considerable effort to arrive at an exhibit design that meets all your stated needs, only to have the top dog growl out their own, previously unknown goal that sends you back to a complete exhibit redesign.  If you know the CEO will want final say, spend some time to discover what their overall goals are with your trade show presence.

And if your President is not involved in the exhibit purchase, they may still see your new exhibit design when it debuts at its first show.  If that’s when they see it first, and your booth staff is very busy, greeting many interested clients and prospects, then your President will be more likely approve of your new trade show exhibit design.

There’s a reason I put Trade Show Attendees as #1

It can be quite the tightrope walk to satisfy all these people with a single exhibit design.  You must muster your best communication and diplomacy skills to keep all parties engaged without relinquishing complete control. And perhaps you are also one of the 7 people listed above, and have a better appreciation of the balancing act with your peers.

Just remember that if you primarily design your exhibit to best reach your clients and prospects, and set the right expectations with everyone else, then you give yourself a good shot at winning unanimous approval of your trade show exhibit design.

Want to know what’s working now in exhibit design, and other key facets of trade show marketing?  Click here to get your free copy of the 32-page White Paper, What’s Working in Exhibiting.

Social Media Works, Just Don’t Ask Us To Measure It

How do exhibitors and event marketers use social media to market their business and support their event marketing?  And what is their perception about the value and future of social media?

To find out, EXHIBITOR Media Group has produced a brand new study, released January 15, 2010, based on survey responses from 383 readers of EXHIBITOR Magazine and Corporate EVENT magazine.  Survey participants are corporate exhibit and event professionals responsible for their organizations’ trade show and event programs.  Because Skyline Exhibits co-sponsored the study, we can offer you the complete report, attached at the end of this article.

The 4 main takeaways from the survey are:

1. High social media use, but less use so far to support event marketing While 2/3rds of respondents are already using social media websites (such as Facebook, LinkedIn, Twitter, YouTube, and blogs) for general marketing, only 1/3 have used social media to support their trade show and event marketing.
2. Social media works The study says that respondents who have used social media claim it has provided “increased brand awareness, enriched relationships with clients and prospects, additional press coverage, increased event attendance, increased booth traffic, and even increased sales as direct results of their campaigns.”
3. Social media isn’t really free While the tools are free to use, the time dedicated to using social media has a real cost.  On average, survey respondents spend 5 hours a week or less on their social media, with nearly 1/3 of respondents taking 6 hours a week or more, and nearly 10% say they dedicate more than 21 hours per week.
4. Social media use expected to grow Nearly 9 out of 10 personally believe social media has moderate to unlimited potential for exhibit and event marketing, and over 75% feel social media will increase in importance in 2010.

What Social Media Tools Are Exhibit and Event Marketers Using?

Exhibit and Event Marketers who are using social media tools are using a variety of tools, but mostly the social media sites like Facebook, LinkedIn, and Twitter, whether for general marketing or for supporting their trade shows.

Here’s their reported social media usage to support exhibit marketing (which have very similar usage to support general marketing):

When asked how they used social media to support their own corporate events, blogs rose in prominence to the second most used tool, used by 65.6% of respondents (rather than only 52.1% to support exhibit marketing).  I think that’s because blogs are a better way to reach their existing clients and team members, which tend to be the focus of corporate events.

The Disconnect of Measuring Social Media Impact

I thought there was an interesting disconnect between metrics tracked and objectives reached.  The metrics most used by marketers to track their social media included “Number of fans, friends, or followers” (65.3%); “Twitter feeds” (59.2%); “Blog posts” (55.1%), and “Social network posts” (53.1%).

However, when asked what corporate objectives has social media helped them achieve, they responded “Increased brand awareness” (80.1%); “Improved relationships with clients/prospects” (58.4%); and “Press/media coverage” (44.6%).  Only about 20% said increased event attendance or booth visitors.  And the most valued metrics, increased or incremental sales were claimed by 16.5%, while increased ROI garnered only 10.8%.

And while nearly 90% of respondents feel their social media marketing campaigns are meeting or exceeding their strategic objectives, only 1/3 of trade show marketers report that they set and track their objectives.

To be clear, I think social media is a fully viable, even essential marketing medium.  Just be sure you’ve got measured results achieving key business goals to validate social media, once you’ve gone beyond your initial learning phase.

Individual Exhibitors Tell Their Social Media Marketing Stories

Despite this overall measurement disconnect, individual survey respondents offered compelling stories of social media success, some to support their events, others where social media was used on its own:

• “Using social media, we increased attendance at our regional meetings by 50 percent over prior years, and did so at about 50 percent of the cost.”
• “By using Twitter at a recent trade show, my company was able to drive brand awareness among attendees. We were also able to increase the amount of traffic to our booth.”
• “Every day I broadcast daily e-mail promotions on our Twitter account. We track clickthroughs and sales, and we can actually see incremental sales from our tweets.  Twitter also allows us to extend our marketing reach to niche markets that aren’t available to us otherwise.”
• “Social media has increased our search engine optimization scores/rankings. We plan to continue using it as part of our marketing efforts.”
• “It took us less than two months to generate over 65 followers via Twitter. That allowed us to directly interface with key local and trade industry media. This has increased our overall public relations efforts by 10 percent.”
• “We filled seats at a sponsored event by using social media. Our direct-mail efforts cost money and filled three seats. Social media cost nothing and filled the remaining 17.”
• “The use of a mix of social-media platforms has increased our booth attendance as well as increased participation in online events (Webinars, etc.) that translate directly into sales.”

There were also social media detractors, who had yet to reap success from their efforts:

• “As much as I have read about social media, the benefits do not seem to apply to my company because our client base is not active in the online world.”
• “I wish I could see a better conversion from the time spent on social-media networking into real dollars.”
• “We have followers on Twitter and fans on Facebook, but I don’t think they’ve helped us increase sales. We don’t use those tools to their full potential, but partly because many businesses do not allow employees to visit social-media sites. So I think for business-to-business purposes, its value is limited.”

Think of Social Media As Another Tool For Trade Show Promotions

I think that at first exhibit marketers viewed social media as a threat to their exhibit marketing programs, but now see social media as another method for trade show promotions.  Just as advanced exhibit marketers must become knowledgeable about direct mail, email, the Internet, telemarketing, and print advertising to support their events, they are now learning social media methods, too.  Early adopter exhibit marketers have demonstrated success using social media for their pre-show, at-show, and post-show promotions.

While most respondents claim success, not every survey respondent did.  But like other marketing, Social Media marketing is not easy.  It can take a lot of experimentation and false starts until enough of the pieces fall in place.

Click here to read the full EXHIBITOR Social Media in Marketing Study

We’d love it if you would also share in the box below your comments about your own experiences using social media marketing in general and especially to promote your trade shows and events.  And thanks to EXHIBITOR for producing this study and allowing us to share it with you.

This is more than your usual celebrity appearance at a trade show booth.  Lady Gaga is not having her face put on a product, but is partnering with Polaroid for her “artistic vision,” she said.   Lady Gaga will take on the role as Creative Director, working with them on future products.

On CNBC, Lada Gaga stated the goal of her Polaroid partnership is to “Keep the iconic nature of Polaroid, but bring it into now what is a digital era for cameras and to bring back the lifestyle of taking photos.”

Click to see good pictures of Lady Gaga making her announcement in the Polaroid exhibit, and catch some of the excitement in this short YouTube clip showing her walking through the exhibit.

Skyline designed the 70′ by 100′  exhibit with rental and purchased elements for Polaroid several years ago.  This year, to reflect new branding and their new marketing strategy, Polaroid was able to make changes to the configuration and the graphics with less cost and effort, due to the modular nature of their Skyline trade show exhibit.

You can see more images of an earlier version of their Skyline exhibit here.

So when Michael Hughes gave 9 reasons “Why I am Optimistic” that trade shows will rebound in his December 7^th, 2009 industry analysis column, it’s worth listening to what he has to say.

I’ve summarized below the 9 reasons Michael Hughes feels that trade shows will bounce back from the last painful two years and continue to thrive as a powerful marketing medium in the future:

1. Economic rebound from deep global recession
2. Attendees still like trade shows
3. 90% of trade show managers think the worst is over
4. More exhibitors expect trade show budget increases
5. Trade show media has competitive advantage over other media
6. Face-to-face exhibitions give access to high-level buyers better than digital media
7. Growing overseas companies will want access to U.S. buyers
8. U.S. consumers are eager to resume spending
9. Innovation within the exhibition and events industry

While Michael Hughes does point out that 2010 will not be a record breaker, and that the industry is responsible for continuing to innovate and add value, he concludes, “The bottom line is that I’m positive because people have an inherent need to meet, and the Internet is not the sole solution for building brands and driving sales or communicating and learning.  The data is suggesting we are at or near the bottom.  Recovery may be slow, but it will be real and sustained.”

To read Michael Hughes’ full analysis, just click on the word “fullscreen” in blue text below to open and read his article.

Want to get more out of your 2010 trade shows?  Click here to get your free copy of the 32-page White Paper, What’s Working in Exhibiting, which reveals best practices in improving results, stretching budgets, lead management, promotions, exhibit design, and more.

1.  Attendees  Over 80 million attendees a year visit US trade shows, with tens of millions more in Europe, Asia and Latin America, too.  Attendees come to trade shows to see and touch new products, network and build relationships with their industry peers, get training,  keep up-to-date with changing industry trends, and evaluate multiple suppliers at one time.  And perhaps to even have some fun, too.

2.  Exhibitors  There are anywhere from 300,000 to 1.7 million companies who exhibit at roughly 13,000 US trade shows.  Exhibitors invest thousands of dollars to get access to trade show attendees so they can generate sales leads, deepen relationships, and build their brand.  About half the shows host business-to-business exhibitors, with the rest split between business-to-consumer exhibitors and hybrid shows.  On the B2B side, they spend almost 30% of business-to-business marketing dollars to reach those millions of attendees.  Most exhibitors are manufacturers who exhibit to show the stuff they make.  On average there are about 400 exhibitors at a trade show.  About two-thirds take the minimal 10 x 10 space.  Only about 20% of exhibitors get an island exhibit, although at major trade shows with highly competitive exhibitors that ratio can increase.  Exhibitors spend anywhere from $5 to $50 a square foot, but usually about $20.  Some exhibitors also spend a hefty sum on sponsorships, too.

3.  Show Producers is an industry term for the show owner.  About 40 years ago the vast majority of trade shows were produced by associations, which depended on their annual trade show to bring in most of their revenue.  For-profit media companies figured out how much money they could make owning shows, and now they own almost half of them.  While most associations have just one show, media companies often own multiple shows, and also own a magazine, website, e-newsletter, and database for the same industry as the show.  Recently these media companies (some multi-billion dollar companies) have seen their biggest chunk of revenues shift to come from their trade shows instead of their magazines.  Many exhibitors don’t know that their favorite show is actually owned by another company they’ve never heard of, and that it owns other shows.  Some shows are produced as a partnership between an association and a for-profit media company.  The best show producers are constantly trying to top their previous show and are evolving their events in response to the changes in their industry.

4.  Show Contractors and Labor  It can come as a surprise to find out that the show owner doesn’t actually have their own employees do all the work of setting up their trade show.  The show producer hires a show contractor to perform and manage the labor.  Freeman is the #1 show contractor, GES is #2, and then it’s a long way to 3rd place.  The general contractor controls much of the show labor as the official contractor.  There are also Exhibitor Appointed Contractors, who are labor providers that are not the official contractor picked by the show, who can also provide installation and dismantle and other show labor.  In some show cities (Las Vegas) the show labor is unionized, and in others (Atlanta) are in a Right To Work State, which means show labor is not required to be unionized.  The show contractor controls material handling, also known as drayage, also known as Pain #1 for trade show exhibitors.

5.  Visitors and Convention Bureaus  They work hard to woo show producers to pick their city for their exhibition, and then help the show producer plan a successful event with their deep understanding of locations and attractions in their city.  Visitors and Convention Bureaus can be at the country, state, county, or city level.  (You think it’s hard to brand a company?  Try branding a country.)  Their name is often abbreviated to VCB, and is also called Destination Marketing, and Tourism boards.  The VCBs’ goal is to entice large groups of visitors who will spend wads of money in their towns, boosting the local economy and paying taxes on hotel rooms.   They often struggle to explain to their local tax-paying citizens that their budget is not an expense, but an investment.  The VCBs from Las Vegas, Chicago, and Orlando have the most to crow about:  Half the largest shows in the country take place in just those 3 cities.

6.  Convention Centers  These are the enormous show halls with acres and acres of bare concrete that regularly blossom into thriving trade shows.  These temples of temporary commerce are all over the country, built by communities to bring in outside convention and tourist money.  The biggest convention centers in the USA are McCormick Place in Chicago, The Orange County Convention Center in Orlando, and The Las Vegas Convention Center in Las Vegas.  In Europe and especially Germany, the city is the show producer, convention center owner, VCB, and even the general contractor all rolled up into one, which takes out the middlemen and reduces costs.  There are 7 convention centers in Europe bigger than McCormick Place.

7.  Hotels  Almost all shows select an official hotel, with a room block set aside for attendees and exhibitors at a discount rate (although lately with internet search sites, attendees can get lower priced rooms than available from the official show room block).  Lucky is the anchor hotel that is tied to a popular convention center.  Hotels are trade show venues in their own right, with their own meeting spaces that host hundreds, if not thousands of smaller shows a year.  An exceptional example is Mandalay Bay in Las Vegas, a huge hotel with 3300 rooms, AND its own nearly million-square foot exhibit hall.  Hotels are usually described as part of the Hospitality Industry.

8.  Advertising, Marketing and Public Relations Agencies  Not all ad agencies want to make TV ads for Frosted Flakes that run during the Super Bowl.  There are many agencies more than happy to serve B2B companies.  Some can become experts in their own right for an industry, even a specific show.  As trade shows are such a major marketing expense for B2B exhibitors, getting their agencies involved is essential for truly integrated marketing.  Exhibitors can ask for as little help as providing an image file for a banner stand, or become so involved as to help determine exhibiting strategy, pre- and at-show promotions, and exhibit design.

9.  Suppliers:  These are the vendors that provide all the other services exhibitors and attendees need.  Exhibit houses like Skyline not only provide trade show displays, they also act as their outsource trade show marketing department, providing turnkey exhibit management, design and more.  The best ones act as an agency for their clients.  There are also suppliers for shipping, carpet, electric, lighting, furniture, audiovisual, airlines, cleaning, photography, promotional products, training, lead management, and more.

10.  Speakers  If Content is King on the Internet, then speakers are the kings (and queens) of content at trade shows.  Good speakers pull in droves of attendees who want to increase their skills, learn the latest industry trends, and see (and touch) a celebrity in person they would never glimpse otherwise.  Educational speakers are usually pulled from the ranks of successful (and brave) show attendees, exhibitors, and industry experts.  Then there are the speakers who recently graced the front pages of the newspapers, and are happily transforming their celebrity into wealth, one speech at a time.  Beyond them are those extroverts of extroverts, the professional speakers, who roam from convention to convention to provide motivation, humor, entertainment and sheer star power.

So now you know the 10 main players in the trade show ecosystem.   I hope it helps you see things from a new perspective.  Let me know your take on your own part of the trade show world in the comments box below.  Or if you think I missed another layer of the onion, go ahead and peel it away — I promise not to cry.

What are the main players in a successful trade show program?  Read all about them in What’s Working In Trade Show Exhibiting, a 32-page White Paper produced by Skyline Exhibits and Tradeshow Week.  Click here to get your free copy.

While 2009 was a harsh year for trade shows, it was also a prize-worthy year for the wealth of trade show training via social media.  This blog was no exception, with over 50,000 article views this year.  So, which posts did readers like best?   

Your fellow readers awarded the winners with their clicks to choose the top 9 articles listed below.  I hope you find some valuable insights that help make your 2010 trade show marketing better than the rough 2009 we leave behind!                          

10 Things I Wish I Knew Before I Started In Marketing
I was asked to speak to a college marketing club about marketing careers. So I shared these 10 things I wish I had known over 20 years ago before I began my marketing career.  Useful insights for trade show marketers and more.  Click here to read article > >

10 Things I Wish I Knew Before I Started Exhibiting At Trade Shows
There are lots of new things to learn when you begin your trade show career.  These 10 things are perhaps the most important lessons I’ve learned along the way, and certainly the first things I’d tell a trade show rookie.  Click here to read article > >

22 Reasons To Exhibit At Trade Shows
While trade shows are not easy, they are worth doing. Without succumbing to the temptation of a Google search, I came up with these 22 reasons to exhibit.  There are ideas for Sales, Marketing, and Executive Management.  Click here to read article > >

10 More Things I Wish I Knew Before I Started Exhibiting At Trade Shows
Because of the strong reaction to my first 10 things, I dug a little deeper and came up with 10 MORE things I wished I knew before I started exhibiting at trade shows.  They say the secret to success is to learn from other people’s mistakes, so learn from mine.  Click here to read article > >

5 Successful Exhibiting Tips for a Down Economy
Evolve your trade show program to thrive in the down economy with these 5 ways to successful exhibiting, with some help from Mark Twain and the Miami Dolphins.    Read article here now.

5 Steps To Trade Show Success
Are you searching for ways to increase the return on your trade show investment?  Perhaps all you need is a plan. Here are 5 steps you can take to boost your trade show ROI.  Click here to read article > >

Hey Booth Staffers, Want My Lead?  Treat Me Right!
High-tech blogger Brian Sommer revealed what 5 things booth staffers would have to do to earn his business at the various trade shows he attended this fall.  It’s an excellent primer on booth staffing, and even selling in general.  Read more about what you can do to be a better booth staffer here.

5 Places To Look For Trade Show Display Ideas
Open up your eyes and get inspired for great trade show display ideas.  Look in these 5 places where purpose-driven design, fast communication, and large format graphics are commonly found. Click here to read article > >

Be Ready When The Trade Show Opens: 6 Pitfalls To Avoid
Ever have the trade show open before you were ready for it?  Click here to read about the 6 perennial speed bumps and what are the best ways to overcome these obstacles and be ready at the opening bell.

Many thanks to my fellow Skyline Trade Show Tips blog writers Mike Mraz, Michael Flavin, Mark Armbrust, Jim Cummings, Kelley Pollock, and David Brull.  We look forward to more insights and ideas in 2010.

When I first sat down to write this post I started thinking about topics.  There are so many things going on in this wonderful, crazy and insane industry but one idea stood out among the rest.  I recently went to a local Trade Show Exhibitors Association (TSEA) chapter meeting and all the talk was about Chicago recently losing the Healthcare Information and Management Systems Society trade show (HIMSS) to Las Vegas because of the high cost of electrician services at McCormick Place.  Then just a few days later NPE – The International Plastics Showcase announced its intention to relocate to Orlando, FL.  Our official response as the TSEA was as follows:

“The Plastics Industry Trade Association (SPI) announced that NPE – The Intl. Plastics Showcase will move from Chicago’s McCormick Place, where it has been since 1971 to Orlando, FL at the Orange County Convention Center in 2012.  Last week, the Healthcare Information and Management Systems Society (HIMSS) chose Las Vegas, NV for their 2012 show.  This caused the city of Chicago and McCormick Place to lose two large exhibitions in the last few days.  Both cited high costs for exhibitors in Chicago as the primary justification for their relocation.

Exhibitors have been bearing the brunt of increasing and, often, outrageous labor rates for far too long, held hostage to single source providers with no competitive options to act as checks and balances.  The Trade Show Exhibitors Association (TSEA) understands the business choice made by HIMSS and SPI to choose other venues.  In this world of electronic communication and instant gratification, trade shows are still wildly popular, a medium like no other, providing a unique opportunity for face-to-face interaction with customers.  When marketers have to cut participation – not for strategic reasons but simply because the rising costs make them impractical or impossible – the whole industry loses.

Chicago is a great city for exhibitors because of its ability to generate attendance and host meetings. McCormick Place is a world-class exhibition facility and the choice of HIMSS and SPI leaving for other locations should not be a reflection on either McCormick Place or the city but on labor rates that give both a bad reputation.  We hope the loss of these shows will motivate leaders in Chicago’s exhibition industry to adjust the cost of doing business so that they can compete on a level playing field with cities like Orlando and Las Vegas for shows.  TSEA members enjoy the experience of exhibiting in all three cities because of the variety of attendees and experiences each bring.   They want Chicago to remain part of their event rotation.

Bravo to HIMSS and SPI for finally taking a stand on behalf of exhibitors.  There is long way to go until they are afforded the respect they deserve but this a good start.”

While TSEA would like to say “bravo” to the HMISS and SPI for taking a stand on behalf of exhibitors, I would never want to say we should just blame the unions in Chicago for the troubles in the exhibition industry nor should we just blame the general contractors or the show producers.

Advocacy for Exhibitors

When TSEA formed its Advocacy Committee to act as an exhibitor advisory committee on behalf of our members, we knew the only way we could accomplish the goal was to create a forum where exhibitors felt safe sharing what affects their ability to maximize their returns at trade shows and events.  Exhibitors have long felt that if they voice their complaints and concerns to show management they will be labeled as “troublemakers.”  We were careful not to disclose their names or companies.  To ensure they can provide necessary input to change the status quo, individual members of the committee cross all industry sectors and their mandate is to speak with exhibitors of shows in which they participate to garner support and build a united voice of exhibitors everywhere.  When the committee held its first meeting and started receiving submissions from it members via our advocacy@tsea.org email address, two key items kept coming up: convention housing and independent, third party audits.

Convention housing deposits are rising.  Exhibitors are being asked to pay high deposits and make them earlier than ever.  While I understand that show organizers need to cover their attrition clauses, concessions need to make to make a true partnership between both sides.  They need to listen to their exhibitor customers to learn what will work for them and come up with a middle ground that both sides can afford.  I know of at least one show that no longer has a block of rooms for his show because he realized his customers, both exhibitors and attendees, can find great room rates by simply going to the internet and it’s less of a headache for him as a show producer.  Why don’t more shows do this for their customers?

Marketers are being asked to commit to exhibiting in shows without unbiased audits done by third parties like BPA Worldwide and Exhibit Surveys, Inc.  An independent third-party audit is an event organizer’s best marketing and selling tool to retain and increase exhibitor participation at face-to-face events. This is the open, honest communication exhibitors want and need for justification to internal customers.  Without solid information from show organizers, how do their customers who purchase exhibiting space know the audience they want will be there?  Many organizers say that their customers should “trust them,” but how can they when they are under increased pressure to do more with less?

A task force was convened yesterday to look all aspects of doing convention business in Chicago. Members included the Metropolitan Pier and Exposition Authority; the convention bureau; representatives from the offices of the Mayor, Governor, Illinois House speaker and Illinois Senate president; labor leaders; show contractors; and hospitality industry leaders but they are missing one key player, the exhibitor.  If their views are not taking into consideration then all their efforts will be wasted.  If you, the exhibitor, were sitting at that meeting what would you say to them?

There needs to be an equal partnership between all sides… exhibitors, labor, destinations, general contractors, suppliers and show producers… for the exhibition industry to be strong.  All the sides need to come together and listen to their exhibiting customers to learn what they need from the other sides to produce ROI for their companies.  If this does not happen, the exhibition industry’s customers, face-to-face marketers, are not going to worry about complaining to show producers… they are just going to disappear and look elsewhere to find their customers.

________________________________________________________

Want to know what you can do to improve your own trade show marketing results?  Click here for your free copy of the Successful Exhibiting Strategies in Uncertain Times White Paper, which includes 16 proven methods for generating greater trade show results.