The Industry Isn't Dead

After returning from the EXHIBITOR Show in Las Vegas last week, I've come to the (mixed) conclusion that the trade show industry isn't dead.

It's just trying to figure things out before moving on.

The good news is that I sat in classes that had anywhere from 100 to 140 people. Of those people (as polled in one of "Trade Show Bob" Milam's classes), nearly a third claimed to have less than 3 years' experience in trade shows.

The good news: companies see the value in doing trade shows and are hiring and training people to do this for their companies. There is business out there and companies are reaching out via trade shows to engage customers.

The bad news: the majority of these people are under 30 and most likely vastly underpaid for what they do. That probably means these young people will move on (and/or up) and that management doesn't value the function enough to pay for it by buying experience and a long-term employee. However, from a business perspective, it makes sense in that it probably is cheaper to pay lower wages and retrain replacements every few years rather than nurture a professional trade show person.

The industry is changing whether we admit it or not. Something in the model has to change, and most of it has to do with the perception of marketing, particularly trade show (face-to-face) marketing.

Inside companies, we need to work on making marketing a strategic part of their business approaches and plans.

Outside, we, as professionals and suppliers in the industry, need to examine whe we do, how it is perceived by the customer and forecast the best direction for the trade show and events industry. Standing pat with an aging business model won't make it right--or make change go away. How shows are conducted, how they are sold, the elements and how they are used all need to be examined.

I think we can all have some fun taking the next steps. Nothing like a challenge.

TTSG

The Personalities of Our Industry

After Day 1 of the 2010 Exhibitor's Show, I am again reminded just how lucky we are to have some of the personalities we have in this industry.

I would say "characters", but I want to be fair and balanced here. they all have character, but are certainly not caricatures.

"Trade Show" Bob Milam, "Booth Mom" Candy Adams, Jerry Gerson, Elaine Cohen, Mark Bendickson, the Nagles of Czarnowski, the Freemans, Ray Andrews and dozens of others. These people all have contributed and continue to contribute to the trade show and events industry. These people and many others have helped found exhibit companies, created everyday concepts we take for granted and taught us how to make things work on the show floor and with our marketing plans.

The good news, both for the industry and those coming after us, is that they are sharing their knowledge.

I sat in several sessions yesterday. All three classes were required for the CTSM program and were filled: 120 to 140 people in each. And nearly 60% of these attendees have less than 3 years of experience as trade shows and events people for their companies.

Think about that for a second.

Business leaders think enough of trade shows and events as a marketing tool to (1) hire someone to manage them and (2) send them for training out of the office for several days. Must be some business out there.

Thanks to the veterans and to those who want to learn.

TTSG

At the Exhibitor's Show 2010

Off the plane last night and safely set up at my hotel, I'm off this morning to Mandalay Bay and the 2010 edition of the Exhibitor's Show.

I'm here all week to report on and keep up with the latest in education, trends and networking associated with the trade show and events industry.

First up today are classes on show operations (from Candy Adams) and project management. The exhibit area opens this afternoon and networking fills in the gaps and tops the evening.

Also look for posts at my other portal over at Zachry Associates (http://www.zachryinc.com/tradeshow).

More later today.

TTSG

TSEA and the exhibit manager

TSEA's annual TS2 event opens in Chicago today. If you are an exhibit manager and you haven't heard of this organization, take a look at the reports from The Windy City and consider keeping up with these folks.

The Trade Show Exhibitor's Association has been around for years and was my first exposure to a group doing what I did. Being a 3D communicator in an internal marketing communications group led by 2D people made me a bit of the odd guy out. However, when I went to my first Trade Show for Trade Shows (TS2) years ago, I found myself among my own kind and feeling like less of an island.

At TSEA I met those people in my community--the trade show and events community--and learned that what we did wasn't just an afterthought to the brochures and executive interaction that my bosses found so important. What I did learn was that me and my peers at other companies creating the selling environment that directly generated revenue and profit for our employers. Wow, I thought, this job could really make a difference to the bottom line.

Being able to walk the exhibit floor as a potential buyer and interact with my fellow TSMs and our suppliers (some of whom I still connect with to this day) gave me the energy to seek more. More information to make my exhibits powerful selling tools. More information to train our exhibit staffers. More information to justify and support the ROI of my program. It was that great culmination of training, salesmanship and camradarie that we all need as professionals in whatever field we choose.

While Lee Knight's Exhibitor Show draws bigger and is the CEU keeper now, it is always good to know that there is more than one source for information and training. and, for me anyway, the original trade show for trade shows.

Keep up the good work, TSEA. I hope to be back in a future year.

TTSG

Trends from the 2009 Exhibitor Show

This just in....

The latest news from the 2009 Exhibitor's Show in Las Vegas as reported by my colleague, Jeff Vanden Hoek of Imagecraft Exhibits, reports that there are some notable trends in the exhibit world of which to take note.

"I did notice is that LED has taken over the lighting applications - thin is in. Several companies promoting super thin backlit graphics - probably 1/8" thick."

"Also, technology has made a huge push this year, vis a vis, animation, interactive games and presentations."

"It seems as though the lines between exhibits and private events have blurred considerably. A good thing, I think."

Thanks, Jeff. Great observations on a changing industry.

TTSG

The Exhibitor's Show

It's coming around again--the Exhibitor's Show in Las Vegas.

It's hard to believe it's been a year, but the package (actually, the latest one) came in the mail yesterday. It was like Christmas for exhibit people--lots of options for training and interaction. The crowd who attend are really a who's who of the trade show and exhibit industry, both from the supplier and the customer side.

Before you dismiss this as a shameless plug, remember this: every time management and self-help guru out there says we all need time to regroup and "sharpen the saw" or something similar. Don't neglect your training and certainly don't neglect your network.

Lesson Learned: always be open to learning something new and meeting new people--your career depends upon it.

TTSG

Mapping out the coming year

OK, it's slow and it seems there is nothing to do. Well, quite the contrary, get out the calendar and let's do some planning.

Each trade show program and calendar are unique, but many milestones are common. When is your keystone show? That is, what are the two or three large shows that anchor your calendar and help you shape your planning and revenue (and sales)? Let's try a few examples:

If you are in retail technology, you probably start the year at NRF (National Retail Federation) at the Javits Center in January. Fact is, if you are headed to this show, you better be ready, since it opens on January 11. FMI-Marketechnics is probably next in up May (this year in Dallas). The rest of the year is probably populated with medium-sized and smaller shows where you reach out more vertical segments of your market. Kind of a front-loaded year.

Healthcare technology probably is centered on HIMSS in February and AHIMA in October. Many smaller vertical shows fit in in March and the fall season to round out the slate.

Aviation and defense suppliers are at the Navy League (April), AUSA (October) and international air shows (Paris this year in June, Dubai in the fall and Australia in March).

Technology and data storage types rely on SNW Spring (April) and Fall (October) with Brainshare (March) and Oracle Open World (September) as pegs on the board. Add in the Microsoft TechEd series and the plan starts to flow.

Security providers and suppliers use the March Vegas-based ISC-West and September's ASIS (American Society of Industrial Security) as landmarks of horizontal business and fill in with ISC-East (August) and CardTech-SecureTech in between (along with regional ASIS' events).

So, look over your year and plot--your exhibit partners will appreciate the foresite and the projection. July and August are slow for them and for conferences and trade shows in general. Don't forget to plan a vaction for yourself and training, too (Exhibitor's show in Vegas in March and TS2 in the summer).

Lesson Learned: plan your work and work your plan. Make time your friend.

TTSG

Leaving the Exhibitor's Show

This was a great time spent. Spent with colleagues, friends and acquaintances talking and learning about an industry and work we believe in, love and respect.

It gave me the opportunity to reconnect. Thanks, Joel, Steve, Skip, Jeff and others for taking the time to converse. Renewing friendships and connections are incredibly important in this industry, as it is elsewhere.

It gave me the opportunity to learn. Thanks Katharine, Ed, Corbin, Jim, Scott and the others for reinforcing that I need to understand my business (and that of my clients) before I can craft messages and delivering and measuring credible results. I'm glad to see the concepts of brand, measurement, messaging, engagement beside the industry buzzwords of logistics, I&D, drayage, design and fabrication. While they have always been there for many, it wasn't always the case in days gone by. At least not at the pervasive level I saw here.

It gave me the chance to meet new people. Thanks, Donna, Karen, Luise, Lauren, Kim and the others I met in classes and at parties and receptions. Thanks for talking with me and I hope our paths cross many times in the future.

It gave me the chance to renew and recharge. I learned again the passion I have for communication and translation of ideas. It was fun to talk about how to craft the message, how to measure the result, what product would work in that application, who can get something done in time and all those other things that make this a fun and interesting industry and career.

Lesson learned: this business, business and life are about relationships.

TTSG

At the Exhibitor's Show, Day 5: How to Measure the Value of Trade Show Participation

Remember what I said a few posts back about a "professorial" presenter being the only one? I was mistaken. Ed Jones was by far the most academic guy I'd encountered at this event. But justifiably so: he earned a BFA and then was educated as a finance person, majoring in statistics.

Ed's presentation centered around measurement as had others at this conference. The difference was Ed layered over statistical justification and facts to give them method statistical credibility. Ok......

I did like his Thinking in Threes approach (wouldn't you guess). Early on he outlined these three reasons to measure:
1. Justify
2. Improve
3. Grow

They are not just reasons, they are a process. I could have stopped right there. While his statistically analysis was credible and important, it seemed a bit of overkill and far too complicated. I'm a keep-it-simple kinda guy, so don't weigh me down with too much stuff to make your point.

His payback ratio was a good thing, but could it simplified? I'll have to re-read.

One of his best lines: he lives in "the Estrogen Ocean" as just about everyone (wife, daughters, employees, colleagues) are women. He used this line to illustrate a point about product (Leggs panty hose) value implied.

Lesson learned: measurement should be statistically valid but credible and understandable.

TTSG

At the Exhibitor's Show, Day 5: How to Position Your Company Through Trade Shows

Crafting a clear and concise position for your company so that trade shows are effective. That was the key to this session. But I'm not sure it flowed as easily as it should have.

There was a bit of disconnect in the flow from setting up the positioning statement to extracting the messages for use in the exhibit, but I'm sure it will come to me as I re-read my notes. However, Marilyn Kroner's (Kroner Communications, Boulder, CO) did make a great effort in mapping her process.

Again, the key is defining your company's position in the marketplace so you can translate it to the messages (and into the form) you want to deliver at your trade show. She capped her presentation with a discussion on how to train your booth staff effectively and engrain the messaging into their presentation and work on the floor.

Marilyn also took to her soapbox (and justifiably so) about trade shows needing to be auditable as other media are (advertising). Thanks, Marilyn, for reinforcing this important cause.

Lesson learned: Bring the right message or messages to your audience by understanding your position in your marketplace.

TTSG

At the Exhibitor's Show, Day 5: Breaking Through the Measurement Mystic

Be consistent. And tough. And clear.

Those were Katharine Chestnut's messages in this session on show measurement. This theme was almost overworked at Exhibitor's, but it really has to be discussed and to the level and detail that it was. Ms Chestnut brings a freshness and warmth to this (and her other) topic because of her presentation style. The dry humor and engagement with the group really works.

Back to the session: Ms Chestnut outlined the recurring themes of setting objectives and reporting results. What was different was that she set those ideas up with defining what you are trying to measure, giving you reasons to measure and naming your stakeholders and their causes BEFORE setting the objectives. She got to the detail level of how meetings fit into meeting your objectives and it all rolled up nicely into the reporting process she outlined.

And when you report your results (to whomever), don't necessarily be nice (no "sunshine and buttercups"). Honestly and tactfully (well, maybe not too tactfully) tell them what worked and what didn't. If it didn't work it has to be fixed.

Lesson learned: Measurement is a disciplined business approach.

TTSG

At the Exhibitor's Show, Day 5: Exhibit Design, Concept to Completion

The process of conceiving, designing and producing a trade show exhibit can be complicated and daunting. Jim Anderson, founder and principal in Steelhead Productions in Washington State, outlined the process he has used for years in this class.

Jim was the most professorial presenter I had seen (though I am sure there are others) at Exhibitor's. Thorough and complete, his explanation of the process and examples helped the large group on this last day and kept us engaged. He talked about how you take the Big Idea (combining specific objectives with corporate culture and image) and match it to Function and Design and how it will interact with The Human Element in and shape the space. During this journey, he weaves in the reality of budgets (he provides a small-medium-large estimation with examples) and investment (how long should/will it last?) with creativity (how to choose and engage a designer). Jim is also a big believer in lighting as a tool of engagement and his designs (and budgets) reflect that.

Overall, this was a helpful and, for the most part, engaging presentation. Thanks, Jim.

Lesson learned: the creative process doesn't have to be stifled by budget or business requirements.

TTSG

At the Exhibitor's Show, Day 4: Top Technology Trends

Technology is transforming trade shows and events.....okay, now I've stated the obvious.

However, I didn't realize in how many ways until I listened to Corbin Ball's presentation. His reverse Top 10 format was a good way to get to the point. But, I tell ya, I felt like I was under an avalanche of information. But, such is technological change.

He did it the best way by saying up front, "hey, I've got all of these" cataloged at my website (www.corbinball.com). Saves a lot of rehash. But I would like to give my Thinking In Threes take on the key things I came away with:

1. We (as events and TS people) can't ignore Web 2.0
2. We need to push for universal retrieval devices or standards from our organizers
3. Virtual will ever replace face-to-face business

Lesson learned: Technology is great but let's not forget it really is a sharper pencil for us to use. Just be sure and use it.

TTSG

At the Exhibitor's Show, Day 4: The Data War

You wouldn't think a revolutionary marketing idea would come from our government, especially the armed services. However, when a marketing mind meets the structure and process of the US Army, interesting things happen.

Colonel Casey Wardynski had a problem. He had to improve his recruiting results. Before, Army recruiting was process over results and activity over productivity. Now, since the Colonel has partnered with Fish Software and his event production company to produce the VAE (the Virtual Army Experience), the US Army can not only reach out to their target market, they have measurable results on which to direct their program and report to their superiors--credible information.

One of the best stories to come out of this session was how the Colonel was able to push back when asked to reconsider an event he had removed from the next year's schedule. When asked, he simply reminded his questioner that "here was the data" and that he had already approved the schedule. What can you say to facts?

I'm being brief here, so if you want to learn more go to www.fishsoftware.com or Google Virtual Army Experience.

Lesson Learned: Data trumps rank and structure makes measurement possible.

TTSG

At the Exhibitor's Show, Day 4: Ignoring the Masses

Trade Show Bob is now one of my heroes.

This Everyman, while he took a bit to get warmed up, did get rolling and imparted some important information: ignore those people you don't need to talk with and get the right people from your company talking to the right, targeted prospects and clients.

Hmmm, what a concept. This is one of the best applications of the concepts we've been talking about for the last few days. Yes, you need to set objectives and measure them--but you have to implement a plan to actually do the work. His "dance card" concept is really cool and very workable. He rolled out 10 steps starting with Defining Your Target and ending with Post-Show Debriefings. But the most important steps, at least for me, were:

3. Assign roles
4. Ensure your staff knows their roles
5. Assign roles to ensure accountability

Imagine: people at a show who actually belong there! And gathering data that matters and can be measured.

Thanks, Bob Milam.

Lesson learned: assignments ensure focus and results.

TTSG

Hospitality

It's nice to be the guest. We've had some good times with gracious hosts at Exhibitor's Show this year. And when you're being hosted by the best people in the world who know how to do this, even better.

MG Design put on a really nice evening for guests, clients and staff at a Vegas cooking school. Bussed to the site, we were treated to wine and a full-course Italian meal that we helped prepare. A nice evening with great people. Thank you Liese, Gail, Marci, Kris and the whole MG team for including us in a very nice and professional evening.

The ExhibitGroup party on Monday evening was also very nice. More traditional in that it was a cocktail party, EG took over Revolution at Mirage for most of the evening. Good reconnecting with our friends from both EG and SDD and others that were guests. Thank you James, Bob, Gerry, Jeff J, and the whole EG team.

(And EG: thanks for the ride from the airport on the courtesy shuttle. I appreciated that a whole lot)

Lessons learned: Partying with party professionals is a great experience. This really is an industry of relationships and people.

At the Exhibitor's Show, Day 3: Integrated Marketing Communications

Katharine Chestnut, you came along at the right time of day.

I was tired, in need of sugar or caffeine. Or sleep. And there you were, talking about integrated marketing communications as if you were describing your garden. Cool. You do have a garden, don't you?

Really, this was a refreshing session. Yes, it is labeled a beginner's session and is required for certification, but it was entertaining and fun to listen to. Ms Chestnut's relaxed style helped those things like budget definition, matching objectives and choosing tactics stick. I wish she'd been one of my professors back then.....

Seriously, KC laid it out in nine steps:

1. Define show objectives
2. Match show objectives to the right marketing program
3. Recognize your target audience
4. Identify budget requirements
5. Set measurement benchmarks
6. Using pre-show tactics
7. On-site tactics
8. Post-show tactics
9. Analyzing your results

Are we sensing a theme here?

I didn't need to take many notes on this one--the handout was great and my retention with Ms C's style was at the top. More cool stuff.

Lesson learned: all that you do in a program (or surrounding a show) needs to sing together and can (and should) be planned.

TTSG

At the Exhibitor's Show, Day 3: Exhibiting Strategically

Plan carefully. Execute aggressively. Follow up thoroughly.

There we are--back to thinking in threes. Marc Goldberg's presentation on exhibiting strategically left me with those three thoughts. Good stuff to remember. Actually, memories to be brought back.

The good news is that guys like Marc are still on the program. He really knows his stuff. The not so good news is--does it still fit with the tone of where trade shows and events are going? I think it's a part of it, but it can't be the focus. There is a tone that is old school. That's okay, but we have to temper that with the movement we feel toward the greater good and the whole of what we, as marketers, have to do in the selling environment.

The whole feeling of this conference is one of change. Change in who we are as exhibit and events people. What we do in relation to the whole program that a client or our companies expect of us. This might be overstating the obvious, but it is true. And I suppose it comes down to the old line we throw around on this blog every now and then--it's not about the both.

Anyway, Marc's content was good and presentation solid. But I'm not sure where it fits into the whole of this program.

Lesson learned: knowledge is something acquired over time and to be respected, but times changes and we need to be dynamic.

TTSG

At the Exhibitor's Show, Day 2: Objectives & Measurement

Ok, now we're getting somewhere. I've read Barry Siskind's books, but never had seen him in action. He is a dynamic speaker (with dry, B&W slides) with great information. Actually, the earlier presentation by Ian set me up really well for this session.

Barry was clear and quick on his feet. His basic thesis is that you need to establish a baseline, a benchmark for the year for your trade show program. All of your work in measurement needs to be set against firm business objectives. This guy thinks in threes (I like that, you know) and his first three are about balance between resources:

• Financial
• Physical
• Human

He also cites three basic questions you, as an exhibitor, should ask yourself:

• Why are we in business?
• Who are we?
• What is our real purpose?

Once you can answer these (or come close or work toward answering), you come closer to a sharp focus. Two steps:

• What are you hoping to achieve?
• What will justify the time, energy and money spent?

This ream of information leads to two areas to measure:

• Sales objectives--easier to quantify
• Communications objectives--softer, but what most relationship-building exhibitors really want to know.

What I really came away with from this seminar is this formula that Barry called "doing the math":
a. Take a total show population of 5000
b. Determine the percentage who fit the profile of the client you want to reach (10%)
c. Take the average time spent with prospects (typically 10 minutes or 6 per hour)
d. What are the active hours of the show (assume 20 for this example)

The number of realistic leads is c times d or 120. However, deduct by 50% because of reality brings you to 60. That's 12% of the show total attendance. A realistic assessment of how many people you will really reach.

Like I said, this helped amplify and expand on what Ian had said. Coupled with the Tound Table run by Ian on ROI/ROO and it was a complete day of brand and measurement.

Lesson learned: the dynamic trade show program (and they all are) needs to be quantified and qualified to keep being effective.

TTSG

At the Exhibitor's Show, Day 2: Walking the show floor

Walking the show allowed us to get some air, meet new people and forget about the terrible lunch we'd been served. Note to self: try the Mexican place across the way on Tuesday.

This area of the show is growing. Over 300 exhibitors ranging from simple banner makers to I&D companies to freight companies to exhibit builders are here. If a company provides a service to the the exhibit industry, they are here.

This walk gave us the chance to renew old friendships, meet new suppliers and see things that we only get to see at our own shows. Getting to share what we liked, what we didn't was a great exercise.

Most of the large builders emphasized their ability to design within a brand and be a part of the larger mix--or drive it if need be. Derse, Freeman, 3D, ExhibitGroup and Elements (among others) were front and center representing custom exhibit builders. Skyline was there with several booths touting their product and dealer network. Fish Software and Exhibit Surveys were among the led trackers. And Mayflower, United, ABF and LAS Worldwide were representative of the freight handlers.

Now that we've seen the floor from a larger perspective, we can go back and review what we'd like to focus in on.

Lesson Learned: this is a vast and complex industry, but it is largely built on relationships.

TTSG