Meet expectations: Choose the right show

Meet expectations: Choose the right show

It was 80 degrees in Pasadena, California in January for the Rose Parade and Rose Bowl. An influx of people pack up their belongings and move to the land of sunshine after attending these events or watching them on TV. Based on a single beautiful warm sunny day they make the assumption that their life will be better by moving to Southern California.

Making the decision to exhibit at a show should be based on more than a first impression from learning the total number of people who attend that show. It is important to know who is actually visiting the show: are they your customers, and especially the potentially profitable ones?

These are some of the considerations in making this determination:

• Attendee demographics
• Exhibitor attendance
• Buying season of your customers
• Conflicting shows
• Trends and market growth in your industry
• Your past experience
• Show costs

Ruth Failer, Bronze level, CTSM

 If your objective is to have a positive Return on Investment from trade shows, then choose your show based on solid information. Extensive research before the show can save you from pouring resources into a show that will not reap rewards.

IAEE President Addresses Proposed Rules Released Recently by the Office of Government Ethics

DALLAS, 21 September 2011 - On 15 September the Office of Government Ethics released proposed regulations that would prohibit most federal government employees from attending essential trade events of the industries they are charged with regulating including most of the nation's 10,000 annual exhibitions.  Steven Hacker, FSAE, CAE, president of the International Association of Exhibitions and Events (IAEE), the trade group that represents organizers, facilities, suppliers and exhibitors of exhibitions and events in 58 nations has issued the following statement today:

"The proposed rules released recently by the Office of Government Ethics represent the latest and the most serious assault on American business, large and small, businesses that must be permitted to power and grow the U.S. economy. This reckless intrusion into commerce, if adopted, would further isolate regulators from the industries they must understand. The learning and communications that routinely take place during trade events are among the most important ways that government officials and business leaders can exchange views and ideas.

The very predictable results of this kind of Orwellian measure is to ensure that the U.S. economy will continue to be mired in uncertainty and fear that will only prolong the destructive levels of unemployment and economic malaise that have characterized the last three years.

All responsible leaders of the business community, for profit companies as well as not for profit associations, must view this latest attack by the federal government on business as a call to arms. We must come together to reject this absurd and potentially harmful set of rules or we will have only ourselves to blame."

About IAEE
Since 1928, IAEE continues to provide quality and value to its members through leadership, service, education and strong relationships. IAEE is the largest association of the exhibitions and events industry in the world, with a membership of show organizers, exhibitors and exhibition suppliers. Organizers of more than 20,000 exhibitions and buyer-seller events around the world are members of IAEE. Through the 2006 consolidation with the Center for Exhibition Industry Research (CEIR), IAEE delivers valuable industry research reports. IAEE also supports IAEE Services, the IAEE Public Events Council, The International Center for Exhibitor and Event Marketing, and the Exhibition and Event Industry Audit Commission, which are IAEE councils that provide products, programs and information to members. IAEE recognizes its strategic partners: American Airlines, ASP, Inc., Bearcom, Mexico Tourism Board, Orange County Convention Center and Visit Orlando, Vertical Nerve, Inc. and VoiceLogic. Visit www.iaee.com for more information.

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How Do You Get the Best Return on Investment with Giveaways?

In the Tips of the Trade eNewsletter article “Top 10 Ways to Choose Your Swag,” we discussed the importance of understanding your trade show, your potential clients, and your business values when choosing the best event giveaways.  Now that you have boxes of promo items sitting on your warehouse floor, you need to have a plan to make money from them. 

The giveaways should not be a surprise to your team. Everyone needs to follow the same procedures when giving out promotional products. Some suggestions for receiving a positive return on your swag investment are:

1.    Promote your giveaway in your pre-show marketing.

2.    Be sure the giveaway is in exchange for prospect information. Don’t leave them on a table for just anyone to pick them up.

3.    Ship promotional items after the show.

4.    Offer one giveaway at the show and a coordinating giveaway in a pre- or post-show promotion.

5.     Always print your contact information on the premium.

6.    Have prospects return a pre-show postcard in exchange for the giveaway.

7.    Give the swag as an incentive to listening to a demo or presentation.

8.    Buy your premiums in quantity.

Consider bringing in a trade show strategist to consult with your marketing department on the best giveaways for your money. Does your team need a Promo Products Marketing Plan? 

Ruth will work with your managers, promotional product vendors or her product resources to make the best giveaway choices and ideal Promo Marketing Plan. If you are in need of creative promotional products, she can put you in touch with her resources.

To receive a copy of our 2x a month eNewsletter click here.

Close-ended Questions: Yes or No? Should you answer a close-ended question with a one- to two-word answer, or is it an opportunity to clarify and explain with a mega-minute explanation?

Watching a courtroom drama, I notice the prosecutor demands that the defense's witness “just answer the question: yes or no.” In Meatloaf’s song "Paradise by the Dashboard Lights" Ellen Foley sings, “Let me know boy: yes or no?”  Trying to get a straight answer might be harder than you think. Let’s put ourselves in the trade show attendee's shoes, walking from booth to booth comparing one product or service to another.

In our scenario, the prospect asks a series of questions at various exhibits in order to find the best products, services and associates for their business. With feet getting tired and belly rumbling, the potential customer has narrowed his choices down to two. The questions are more specific, requiring a yes or no answer.  The booth staff salesperson, however, wants to capture the interested person and rambles on and on instead of giving the “yes” or “no” short answer. Head swimming, the potential customer leaves to see if a more direct answer is with the other and hopefully final company.

Keep the answer short when the question calls for it. If you are a sales representative, teacher, or trainer, you may have to practice this. At a meeting filled with trainers, we found it very difficult to do. Make eye contact with the person asking the questions, watch their body language and be aware of their reactions to your conversation. No one ever complained that the salesperson didn’t talk enough.

I would love hear what you think...

contact Ruth to get booth staff ready for their next show tel: 626-254-9369
email: ruth@BestTipsOfTheTrade.com

Travel Promotion Act is Now Law

DALLAS - 4 March 2010 - President Obama signed the Travel Promotion Act today which represents an enormous victory for the exhibitions, meetings and travel industries. The legislation, led by the lobbying efforts of the U.S. Travel Association and dozens of supporting organizations, including IAEE, took almost three years to pass through Congress.

"All IAEE members who visited Washington D.C., who talked with, wrote and called their Congressional representatives and senators share in this important victory," says IAEE President Steven Hacker, CAE. "Working in tandem with our partners across the industry ensured that our messages were both heard and acted upon. It is now time to go about the work of recapturing international market share for the business travelers who are so important to our domestic trade shows and events."

In the last decade, the U.S. lost substantial ground in the global travel market to other nations. The economic loss to the nation is estimated to be in excess of billions. Now that the Travel Promotion Act is law, the U.S. will have a source of travel promotion support for the first time.

For more information about the Travel Promotion Act, visit ustravel.org

Free Teleseminar

Mistakes are made at B to C Shows that could cost you money. If you exhibit at Consumer Expo's or Retail Shows, you will want to take your morning coffee break with Ruth and other exhibitors. Learn tips and strategies to increase your trade show return on investment. B to B (Business to Business) exhibitors execute many of these same costly errors at Trade Shows!

Grab a cup of coffee and a bagel or tea and a crumpet and take a half hour to start your day learning about improving your trade show bottom line. 10:00 -10:30 PDT or 7:00-7:30 EDT. Questions and Answers at the end.

The teleseminar is free (you only pay the price of a phone call). Tuesday April 14th. 10:00AM-10:30 PDT

For call information email Ruth: type "TELESEMINAR " in the subject line.

To sign-up for the Free Teleseminar: Ruth@BestTipsOfTheTrade.com.

Must sign-up by Monday April 13th Noon PDT.

Call instructions will be sent by email.

I look forward to being a part of your morning!