Report from the Field: Trade Show Bob at TS2

Our colleague, Trade Show Bob Milam was at the Trade Show Exhibitor's Association (TSEA) TS2 (trade show for trade shows) last week in Chicago. He filed this report for us.

"I have indeed just returned from TS2 last week, where I had some very interesting conversations with industry colleagues. It was my first TS2 in a number of years, since it always seemed to conflict with another show, or something."

"I was somewhat surprised, yet pleased, to see the difference in the attendee make-up between TS2 and Exhibitor Show. While Exhibitor Show caters to the client-side-based 'Trade Show Manager', I noted that TS2 attracted a much broader (yet sparser) spectrum of the industry. I&D Company principals, transportation guys, designers, show organizers, exhibit builders, etc., etc., were walking the aisles alongside some exhibit managers."

"I was able to have several discussions about current industry 'hot issues' with many of these industry participants - which was the most valuable part of TS2 for me. In listening to their comments, I have drawn the following conclusions:

• Shows are definitely needed - face-to-face isn't going anywhere (I already knew that, but ...)
• Attendance is down universally - with corresponding buying power % up.This isn't helping the health of the shows - down is down = less money coming in to stage the event.
• The two big issues for shows these days are : 1) exhibitor retention and 2) attendee attraction.
• Most shows don't know how to do either one very well.
• Exhibitors continue to show how naively ignorant they are (as a group) when it comes to evaluating a show's potential for success.

"These last few bullets have really got me thinking about how to reach more potential clients for 'Trade Show Bob' while having the greatest impact on the industry. I'm formulating some plans now that I'll be testing out in the coming weeks. If all goes well, I may have new success stories to share."

Thanks, Bob, for your insights and observations.

TTSG

Bob Milam can be reached at tradeshowbob@gmail.com

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

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