Trade shows are fun when...

...they are over.

...the client is happy.

...you can fix all the things that need fixing in time.

...the staff knows how to engage prospects and gather and qualify leads.

...those with positive feedback don't gush too much. By the same token, those that aren't happy are not overly vocal and critical.

...you get to share a meal or a drink with a valued colleague and learn of yet another aspect of their personality.

Care to add any to this list?

TTSG

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TTSG

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

A big month, show wise

January has always been a big month for trade shows. Going back in my career, we had a number of shows that kicked off the year in a variety of industries. Now that I think about it, several industries anchor their years with January shows.

The National Retail Federation (NRF) is always at Jacob Javits convention center in New York City the first few weeks of January. This show started small (before moving to the big hall, it was held in hotel ballrooms and consisted of tabletops and portables) but has grown as retail has grown and changed. A large number of the anchor exhibitors are technology companies (Fujitsu, IBM, NCR, Motorola-Symbol, Oracle) as retail has become dependent on technology to target and find and define an ever-dwindling customer base.

The National Association of Home Builder's (NAHB) flagship show, the International Builder's Show (known as IBS) takes up 4 days in either late January or February on 2-year turns in select cities (Vegas, Orlando, New Orleans, Atlanta). A very horizontal show, it brings in over 1,000 exhibitors and 60,000-plus visitors to talk about everything from tools to paint to trucks to fixtures of all kinds. Houses are build inside and outside the hall and dancers and talent of all kinds are featured to help tout the wares of the likes of Sears, Kohler, Anderson Windows, Cambria and Whirlpool. This is (or was?) such an influential show that the Dallas Convention Center is nicknamed "the house that IBS built."

The heating and air conditioning world focuses on the AHR Expo (nicknamed ASHRAE for the association that holds it's conference at the same time). AHR is a bit of throwback in that no booth (with a few exceptions) can be over 8 feet in height. Hanging banners aren't allowed and in-line sight lines are also enforced. Johnson Controls and Honeywell used to be the stars of this expo, and live demos of burners, boilers, heating and cooling systems and software control systems were there for the 50,000-plus visitors to see in over 900 exhibits.

Also in the mix are Surfaces, Coverings and CES. These are just a few examples of anchor shows for key industries in our country. As we make our way through economic recovery, let's not forget that sales and progress are made in face-to-face sales and positive interaction.

TTSG