Trade Show Survival Tips
By: Barry Siskind
I recently had the opportunity of moderating a panel of experts at the Eastern Canada chapter of the Trade Show Exhibitors Association. The panel members covered four areas of the exhibition industry; a show manager, a display builder, a shipper and a show contractor. Each spoke on how to ride out the current economic uncertainly from their perspective.
We started by asking the audience for a show of hands on how many would be cutting back on their exhibit expense, how many would be maintaining the same level as last year and how many would be increasing their budget. The percentages were split evenly at one third for each question. It is both astonishing and encouraging to hear that two thirds of the participants plan to either keep their budgets at the same level or increase it.
The panel offered some thought provoking ideas. Here are a few points that are worth considering.
1. Exhibit Space
Rather than pulling out of a trade show, consider taking a smaller space.
Some companies are pulling out of shows to an attempt to lower their expenses. The problem with this approach is that in many cases these companies do not really know which shows produce results and which don’t. Chopping shows from can be tantamount to “throwing the baby out with the bath water.” A better solution is to pare back the amount of exhibit space during these challenging times and measure the results. Once the company knows clearly which shows produce positive results then the decision about which to drop not only becomes easier to justify it makes sense.
2. Working with the Show Manager
Now more than ever, it is important to strengthen your relationship with show management. Prior to making any radical changes to the exhibit program, companies should talk to the one person who has an incredible wealth of knowledge – the show manager.
Traditionally there is a wall between trade show management and exhibitors with no attempt to cross over to see what’s on the other site. The show manager is busy juggling the needs of many exhibitors and the exhibitor looks at the show management’s advice with skepticism. The truth of this myth is that show management has a long term view of their shows. Nothing pleases them more than exhibitors who add value to their trade shows and are happy with the experience.
Show mangers have also raised the bar on their professionalism through some of the certification programs offered by the industry. Ignoring this potential wealth of knowledge means that exhibitors simply miss important opportunities.
3. Negotiate Costs
Show managers generally will not cut the cost of trade show exhibit space and suppliers generally do not adjust the price for specific services. But both agreed that they would be open to discussing the entire trade show exhibit expenditure and helping the exhibitor put together a package of services that make economic sense. The panelists expressed a willingness to sit down and talk with the exhibitor’s and develop win-win solutions.
4. Maintain the company image
While it may be necessary to make some cutbacks, of equal importance is the assurance that the integrity of your presence has not been compromised. In this economy the last thing any company wants is to show cracks in their well-being. Poorly conceived exhibition plans can quickly back-fire leaving the impression with your clients that your stability is not what you profess it to be.
5. Turning the economic downturn into opportunities
Since one third of exhibitors might be cutting back or maintaining the same level of commitment, there is an opportunity during the current economic slowdown for those who stay in the game. While some exhibitors may choose to have less space, it’s what they do with the space that is crucial. Those companies who give proper attention to their trade show exhibit, ensure that their physical appearance attracts the right people and gives the right message and have booth staff who are up for the challenge will come through this economic downturn well ahead of the competition.
The discussion between panelists and participants was lively and the feeling in the room was that, in spite of some of the rumors and to paraphrase Mark Twain, “Reports of the death of trade shows are an exaggeration.”
Tags: trade show tips
April 10th, 2009 at 11:22 am
Nice Site layout for your blog. I am looking forward to reading more from you.
Tom Humes
April 10th, 2009 at 12:10 pm
Thank you, Tom! I was scared the layout was perhaps too minimal. I’m looking forward to writing more
April 14th, 2009 at 1:49 pm
I happen to be an exhibitor at an upcoming conference in Vancouver, BC and because of the significant decline in attendance at this conference, we have reduced our exhibit space. However, I am finding it challenging to cut other costs. We have reduced the number of people attending, so travel budget is decreased. We will not be shipping as much equipment so shipping and drayage charges are decreased. I am still struggling with justifying the cost of booth services (electric, carpet, I&D, roundtrip shipping and material handling, etc.) for the significant drop in attendance. In order to get a good ROI, we would have to get a committment to buy from each facility in attendance.
Would you have any creative cost saving ideas for me?
April 15th, 2009 at 7:49 am
Barbara,
I would have started out by suggesting reducing your booth by either paring down the size and going with a portable pop-up or fabric solution that you could take on the plane with you, or at least ship cheaply or look into rental options. But it seems like most of this planning is already in place.
It is important to remember that by supporting your industry and attending the event, you as the exhibitor will gain goodwill that is very difficult to measure. Your presence helps establish the company’s stability. This could help out the following year and into the future.
Also, you may want to discuss these concerns about the attendance with the show organizers and possibility you can negotiate better rates, premium location change, especially if they think you might pull out of the event, if not for this years’ event possibly for the next event. I wouldn’t hesitate to negotiate pricing in any aspect of your trade show planning and management – it never hurts to ask.
When attendance is lower then expected we have found that it is because, as you suggest, that travel budgets are cut, which usually means the decision makers are there and their assistants, etc. are not afforded the opportunity. The number in attendance may be lower, but the quality of leads present will go up. So an effective well planned event strategy might be in order to help achieve critical results for now and the future by identifying and targeting your best potential clients to visit with you at the event. Network online before the show, if possible. Make sure your booth staff has a concrete plan of action to approach attendees, and an effective way to capture contact information. Have a plan and schedule to follow up with people, and make sure that they have different ways to contact you – email, website, ect.
Sometimes exhibitor’s first instinct is to cut costs by just cutting things out, but it is more important to first develop a plan of action to achieve much needed results.
Hope this helps!
May 27th, 2009 at 12:55 am
Thank you for posted this useful article……….