Report from the Field: Farnborough 2010

Our colleague, Kimberly Williamson of Aviall, attended and worked the 2010 edition of the Farnborough Airshow. Here is her report:

Aviall's presence at the show was a flurry of activity between interviews and a full staff being on board. The economy is showing signs of improvement with many companies sending multiple personnel as opposed to the Paris Airshow last year. Numbers appeared to be up, but nothing has been released yet that I know of. We had good traffic, especially being right next door to Rolls-Royce (since we are exclusive on three of their engine lines).

This year Farnborough rolled out what they called Future's Day on Friday (the last trade day of the show). Future's Day was basically an opportunity for companies to invite school children to visit the airshow to promote aviation. Yes, it sounds like a great idea, but for most of us...it really wasn't. There were over 4,000 school children running amuck like locusts through the exhibit halls. All of our neighboring exhibitors (with the exception of Rolls) were very unhappy and ended up closing shop early (some left as early as noon).

Sounds like things are coming back and show management is trying innovative things to build traffic and good will with their various audiences.

Thanks, Kim.

TTSG

Staffing: when is too many too much?

A colleague related to me the other day about a show experience she had with her company and booth staffing.

At a recent trade show, her company sent a contingent of 17 to staff the booth and work the show. Glad to see they want to participate and be a part of the experience. However, there was a fundamental problem:

My friend's company had a 10 x 20 booth space.

And it gets worse: they were sharing it with another division from the corporation who sent a group of three to man staff their "half" of the booth.

If I do the math right, that's at least five times the number of people needed for this space.

While there are rules of thumb on how to staff a space (usually 2 to 3 people per 100 square feet), you really can go overboard. But 20 for 200 square feet? Let's get real.

As always, consider the value and usefulness of all who attend a show for your company.

TTSG

Report from the Field: Observations on Four Types of Booth Staff

Our colleague, Scott Cytron, and I recently were trading stories about trade show experiences. Scott comes from a different circle of shows than I do, but his experiences are very similar. He came up with this report talking about the four types of trade show reps:

"I’ve told this story quite a few times over the last few months – always to be met with some great laughter, so I thought I would share it here.

I think there are four types of trade show people – not the attendees, but the company reps who work the shows to gain leads for business:

1. The Go-Getters. This group is the one that excels, always thinking ahead to the next stop-by attendee and truly putting his or her best foot forward. The Go-Getter often is in front of the booth instead of behind a table or behind a kiosk, welcoming each and every attendee and talking to any potential leads as possible. These are the ones you want working your booth.
2. The Italian Suit Guys. These are the Mr. Slicks--the guys who are more concerned with their appearance than they are with selling a product or service. They are always on their cell phones, combing their hair and looking in the mirror to ensure they are all put together.
3. The Sit-Down Laggards. ow many times have you been to a trade show in which the reps are sitting down, totally unconcerned with booth traffic and just about anything else. They are unconcerned and usually checking e-mail, and are not the ones you want on your team. Yuck.
4. The Logo Shirts. Images of cheerleaders come to mind, although “energy” is not a bad thing; still, you do not want to be mowed over with corporate speak when it comes to trade show reps. These folk live and breathe the company mantra. OK – that’s not so bad either, but it’s often too deliberate and too in-your-face for my taste.

OK – now it’s your turn. Give Scott and me some feedback and some stories on your favorite or unlikeable trade show reps. Or other trade show stories.

Thanks, Scott.

TTSG

Report from the Field, Farnborough 2010: To Chalet or Not To Chalet

Our colleague, Peggy Keene of Esterline Corporation, was at this year's Farnborough Air Show in the UK this past two weeks. She filed this report for us to paint a picture of what is happening on the international trade show scene:

In more than 25 years' work experience, I've never seen more austere times. Nobody wants to look like they're spending money frivolously at trade shows. In fact, no one wants to look like they're spending money at all.

At the Farnborough International Air Show, held every other July outside London, can companies convey a prosperous image, but not too prosperous? Farnborough, along with the Paris Air Show, has the reputation as the most prestigious aerospace event in the world. Billionaires jetted in on their private 747s. Heads of state toured the exhibits. The new Boeing 787 performed tricks for the ogling crowds. This year's bomb scare emptied my stand. If it happens in aerospace, it happens at Farnborough. But can companies justify the expense of a chalet along the flightline? How can they translate this six-figure expense into sales orders?

The simple answer is that they can't. It's can be a matter of habit and tradition, and they play a big role at this show. Some quotes from colleagues to help paint the picture:

• "We've always had a chalet--if we don't this year, customers will think we're not doing well."
• "My CEO looks at the show as a combination of work and pleasure. He'd never go if he had to do stand duty!"
• "We're pursuing one foreign government contract. If we can get the minister of defense to our chalet, we can clinch the deal--he needs to see we're for real."

On the other side, one major manufacturer pulled out of the show completely. I'd guess they spent $600K to 800K in years past. I was told that their new CEO, the third in five years, "doesn't believe in trade shows". Hmmmm. I used to work for this company, and they're currently getting their rears kicked by their largest competitor. Wonder if this CEO will be around for the long haul?

One of my suppliers has traditionally had a chalet, but opted out this year. Instead, they chose to hold a luncheon at a prestigious hotel overlooking the runway. Sounds smart these days, right?

Well, I walked about 15 minutes in heels and the heat to the hotel, and nobody seemed to know what room the luncheon was in. I was eventually escorted into a lovely reception, given a flute of Veuve-Cliquot, and then told I was in the wrong place. OK, I had made it to the luncheon, and my supplier's video presentation didn't work. We've all been there, and I really felt for them. The sales team did a good job ad-libbing, and said they'd present the video after we ate. Great. Unfortunately, the food didn't show up either.

By now I've been away from my stand for two hours, haven't learned much, and I'm tired of nibbling bread and making small talk. I excuse myself and shove a Power Bar into my mouth as I hurry back to the stand. Should this company have kept their chalet? It won't prevent me from doing future business with them, as I understand their desire to cut back, but I was a little cranky.

There are no easy answers in this economy--every company has to make their own decision. Making connections at chalets can be special--they combine social and business, and that's especially important outside the serious-minded U.S.

Already, my company is making plans for the Paris Air Show next June. The organizers tell me the chalets are being booked at a healthy rate. That's good for business. I wonder if my supplier will book one this time?

Thanks, PK, for a great, up-to-the-minute report. Always good to hear from the field.

TTSG

Location, location, location

Do you know where your exhibit is placed in the hall of your next trade show?

As the real estate folks always say: location, location, location.

Where you are in the hall impacts just about everything concerning the set up and configuration of your booth:

• Whether you can have a hanging sign (if you have an island booth)
• How you will place elements and demos within the space
• When you can move in
• How you might conduct business in the booth

Consider the following when you look at a floor plan:

• Traffic flow: which way are people turning and walking when they come in the hall?
• Where are your competitors?
• Are you near food or otehr services (rest rooms)?
• How high is the ceiling?
• Where are you in relation to the dock doors and entrances?
• Who is in the booths around you?

Hanging signs are determined by ceiling height and other considerations. If you are planning one, be sure and understand the rules.

The choice to place and conduct elements is based upon lots of things: which side of the booth has the most traffic? Is there a slow side of the booth? What does the structure allow for?

Targeted move-ins are based on where an exhibitor is on the floor. For example, if your booth is number 1685 and booths 1400-1800 move in on Sunday at 8 am, that's when your truck should arrive and when you should schedule labor.

Depending on traffic and competitor location, where will you place a demo or graphic? Who will you have in your booth at what time during the show? What do you want your your competitors to see (or not)?

Lots to consider.

TTSG

Thinking Ahead

It may only be June, but that October show is only a few months away. Is it on your radar yet? Have you thought about:

• The ship date?
• Which exhibit you are going to use?
• The deadlines to order services?
• Pre-show promotions?
• Key customers who will be at the show?
• If you bought space?
• Did you make hotel reservations?
• When is the badge deadline?
• Are you hiring any subcontractors?
• Do graphics need to be revised?
• Will you be holding a hosted event on site?
• Are there any conflicting shows on your schedule?
• Will your executives be expected? Is it on their calendar?

Just make this list and start to think about it. But not too long--the show opens in only 90 days.

TTSG

Report from the Field: Eurosatory 2010 in Paris

Our colleague, Peggy Keene at Korry Electronics/Esterline, was at Eurosatory 2010 in Paris this past month. Here is her report from the show site.

Defense trade shows pose a unique challenge to exhibitors, as witnessed at this year's Eurosatory exhibition, held every other June at Parc des Expositions, north of Paris.

How do you tastefully and effectively promote armaments to an international audience? Many exhibitors here seem to go for the atmospheric look--lots of draped camouflage, large backlit graphics of explosions, that sort of thing. Closer inspection is the only way to figure out what many are really promoting. One Israeli company used live actors (attractive women, dressed a la mode) to explain the happenings on the video wall.

The defense industry is doing robust business in Paris, for better or worse--the only hint of controversy is the white-robed Quakers staging a taped-mouth protest at the train station.

For a trade show veteran, you take it in stride, sore feet and all. In 12 hours, you're on your 11 hour flight home, then on to the next show.

International exhibiting is quite a different experience as we have learned from these posts. Drop me a line and I am happy to share your stories, too.

Thanks, PK.

TTSG