Author Archives: Jennifer Randolph

Exhibits Are Not Just About What’s New

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By David McMillin, Staff Writer
Professional Convention Management Association

Despite some struggles to increase attendance across the industry, the latest report from the Center for Exhibition Industry Research reveals that your attendees and your exhibitors still want to come together face-to-face. However, buyers and sellers also need a compelling reason to invest in show participation, and those personal encounters rely on one crucial component: the future.

“Trade shows should always be about what’s happening in the next 12 months and preparing attendees for the next year,” Mary Pat Heftman, executive vice president, convention at National Restaurant Association, says.

“As show organizers, we are really in business with the attendee,” Heftman adds. “You have to make the promise to your attendees about the value that they’ll receive by participating.”

Participants at the PCMA Exhibits Manager Think Tank, held on August 29th in Chicago, debated how to make good on that promise. Whether you host a trade show or you have an exhibit hall at your annual educational meeting, here are three recommendations to demonstrate value while creating more opportunities for your exhibitors.

1) Before the Show: New Product Previews

Arm your meeting marketing materials with a spotlight of the never-before-seen products and services that will be on your show floor.

As attendees receive your communications, you’ll help foster a feeling that they can’t afford to miss these products. Add a dedicated area on your website that includes images, profiles of product debuts and interviews with exhibiting companies about why their product is revolutionary. Use Facebook, Twitter and Pinterest accounts to draw even more attention to these tools.

Across all of your messaging, be sure to educate your prospective attendees that your show is the place to turn to navigate their changing needs. Your exhibitors will appreciate the additional online presence and brand awareness, too.

2) During the Show: Exhibits in Action

Of course, your attendees want to do more than see – - they want to experience these new tools and technologies to understand how they may benefit their organizations.

While some of your exhibitors may already be conducting product demonstrations, analyze your exhibit floor to determine how to create more opportunities for your attendees to actually use these products. Transform your exhibit hall from a “first-hand viewing” to “hands-on doing” area. At the 2012 NRA Convention, Heftman invited big-name culinary experts such as Rick Bayless and Mike Isabella to the show for live learning demonstrations.

Outside of what’s directly in front of attendees, consider the digital space. If you’re working on a mobile app for your convention, be creative about brainstorming ways to continue that product interaction after they leave the hall. Can attendees scan a bar code or QR code to unlock another capability from a product? Can they easily download product specs or pricing information rather than carry another handout?

3) After the Show: Innovation Awards

To continue the conversation about those product debuts and extend the life of your show, consider highlighting the most forward-thinking products with some type of innovation award.

Invite experts to vote for category winners, and announce the recipients in your post-meeting marketing. You’ll help distinguish certain companies and encourage non-award winners to enter their emerging products in next year’s competition. You may even create additional leads for your exhibitors by inspiring non-attendees to learn more about these products.

Looking for more useful advice for your next show? Learn how to adjust your exhibitors’ expectations in more coverage from the Exhibits Manager Think Tank.

Are You Turning Off Your Attendees with Telemarketing?

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October 01, 2012

By David McMillin, Staff Writer
Professional Convention Management Association

As meeting marketers work to pique the interest of prospective attendees, many organizations are using an approach that includes every channel possible. From direct mail to email marketing to social media, audience prospects receive messages everywhere they turn.

However, there is one route to your audience that you may want to avoid: automated telemarketing. According to the Federal Trade Commission, consumers are more frustrated than ever with this promotional ploy. In late 2010, the FTC logged around 65,000 robo-call complaints. Earlier this year, those complaints soared to 212,000.

If robo-calls are still part of your meeting marketing plan, here are three key areas to consider.

Attendees vs. Consumers

While educating prospects about the potential benefits of your meeting may seem different than traditional telemarketing, you must be sensitive to protecting your brand. If you know your audiences are annoyed by robo-calls from credit card services, a similar style of message about an upcoming meeting may damage your organization’s credibility.

“Meeting marketing requires elevating your prospect audience to a position above that of a traditional everyday consumer,” Carolyn Clark, vice president, marketing and communications, PCMA, says. “They need to feel that they will receive customized benefits if they attend your meeting, and that feeling starts well before they arrive on-site.”

Conversations vs. One-Sided Sales Pitches

Reaching all of your prospects can seem overwhelming. As some meeting marketers look at databases with tens of thousands of contact numbers, connecting with all of them individually may seem impossible, but that doesn’t mean that a generic message will produce the desired results.

“Rather than leaving the same broadcast message for thousands of prospective attendees, meeting marketers should consider dedicating resources to a live phone campaign for select segments,” Clark says. “First, make sure to focus on your most loyal attendees. Show them you appreciate all their past support with a concierge-style approach to communications.”

That approach is all about having a meaningful conversation. From expressing your gratitude to offering help with planning their travel, a live phone campaign will make them feel exactly how they want to: special.

Outside of your die-hard loyalists, who represents the future of your organization? Are you aiming to increase retention from last year’s first-time attendees? What can you do to engage new members who have never attended? Based on past survey results, does a certain portion of your audience seem particularly at-risk?

Create talking points for your staff to answer key questions that these audience members may ask. Your live phone campaign is a unique opportunity to deliver answers and personalized benefits.

Meeting Marketing vs. Association Member Marketing

Your annual meeting may be your biggest source of revenue, but it’s important to remember the 365-day relationship you have with your members. You still need to work to maintain loyalties from those who choose not to attend your big gathering, and that reality should play a big role in determining how to deliver your messages.

“It’s tempting to have an anything-goes mentality when it comes to increasing your registration numbers,” Clark says. “However, you must recognize that the meeting is only one piece of an organization’s annual plan for success.”

Is There a Right Time for Robo-calls?

Despite the potential issues that can arise from robo-calls, the marketing technique can still work. It all depends on who’s talking.

“If you have a voice that your prospects will immediately recognize at the beginning of a message, that automated call can capture their attention,” Clark says.

Whether it’s your CEO or a celebrity who supports your organization, you’ll need to arm that voice with a simple and succinct script.

“The key is brevity,” Clark adds. “Keep it concise, and make sure those first few words are enough to keep them listening for the next 25 seconds.”

If you are searching for ways to update your meeting marketing strategy, be sure to read our tips on social media and email personalization.

Exhibition Industry Experts to Present Results and Predictions

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Among the hard-hitting sessions that will be offered for C-level executives at CEIR Predict, a key area of focus will be the performance and impact of the Government (GV) sector. This sector affects Education (ED), Medical and Health Care (MD), Sporting Goods, Travel and Amusement (ST) and Transportation (TX) sectors, and creates a level of uncertainty due to budget cuts that may directly impact the exhibitions that rely on government agencies as buyers.

Recently, the Medical and Health Care industry has dealt with transition in the Pharmaceutical Research and Manufacturers of America (PhRMA) code and the details of the U.S. Affordable Care Act of 2010. Additionally, exhibition performance in the ST Sector has been mixed with consumers’ hesitance to purchase as they are more selective in spending their discretionary income. Discussion moderator Dave Noonan, deputy executive vice president, American Academy of Ophthalmology and panelists Matthew Holt, co-chairman, Health 2.0, David Loechner, president, Nielsen Expositions and Neal Vitale, president & CEO, 1105 Media Inc. will discuss how exhibitions in these sectors will be impacted by legal decisions in health care spending and employer changes in health care benefits, and how the forecast for continued recovery and improving consumer confidence could lead industry growth in the GV, ST and TX sectors.

Moderator Noonan said, “This session could have a sub-title “the black and blue” session! There is a call for Government to reduce spending that has not yet impacted the exhibitions that serve that sector. The quality of education looms as a continual and major campaign issue, and now Health Care, the poster child for the exhibition business since we started tracking performance some 40 years ago, is coming under harsh scrutiny from regulators that are creating uncertainty among the public. That uncertainty, coupled with an anemic economy, inhibits discretionary leisure spending that impacts Sporting Goods, Travel and Amusements. Our session will focus on these business sectors we depend on for our standard of living, our quality of life and our ability to compete globally. Experts will focus on our future.”

This session’s speakers will support the points made during the keynote address, Outlook for the Global Economy and its Impact on the Exhibition Industry, presented earlier that day by Oxford Economics’ John Walker. He will provide an overview of the geo-political, geo-economic situation and outlook for the global economy through 2014. Walker says, “Some of the problems from last year, like the Tsunami in Japan, have gone away, and some problems like higher commodity prices have eased at least temporarily but many of the issues such as the Euro crisis are still of huge concern. In addition, potential fiscal tightening in the U.S. next year (the fiscal cliff) and a slowdown in emerging markets such as China, suggest that the dangers and uncertainty are at least as bad as 2011. Despite these issues, many sectors continue to do quite well. For many companies the key is to change the focus from problem areas to ones that will be resilient in difficult times.”

Walker is chairman and chief economist of Oxford Economics, which he founded in 1983. He is responsible for all of Oxford Economics’ global economic analysis, forecasting and consultancy activities and plays a key role in setting the strategic development of Oxford Economics. He holds an MA from Balliol College, Oxford and an MSc in economics from the London School of Economics. He has worked in the UK Treasury where he became an economic adviser in the short-term forecasting division. He also has worked for the consultancy arm of The Economist as a special adviser to the EU Commission in Brussels.

CEIR Predict, which will be held on Thursday, 13 September 2012 at 10 on the Park at the Time Warner Center in New York City, uses the CEIR Index as the foundation for the event and to provide an objective measure of the annual performance of the exhibition industry, measuring year-over-year changes and predictions through 2014. Attendees will interact with presenters and colleagues throughout the day to share best practices, ideas and future strategies including projected event growth, merger and acquisition strategies and planned launches. Attendance is limited to exhibition organizer executives, merger and acquisition firms, private equity firms, debt providers, investment firms and the financial press to allow for an intimate, high-level idea exchange about the future of the exhibition industry and implications for specific business sectors and their supporting exhibitions. To apply for Predict, visit www.ceir.org/predict. Join the conversation on CEIR Predict’s LinkedIn Group: http://www.linkedin.com/groups/CEIR-Predict-3972209?trk=myg_ugrp_ovr and follow CEIR on Twitter at #CEIR.

For more information about CEIR Predict visit www.ceir.org/predict or contact Executive Director Cathy Breden, CAE, CMP at cbreden@ceir.org or +1 (972) 687-9201.

IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership. Click here to learn more about becoming a member or to join IAEE now.

CEIR sincerely appreciates the support it has received from sponsors of this year’s Predict.

BREAKING NEWS:

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BREAKING NEWS:
CEIR Releases New Report in the Series of The Role and Value of Face-to-Face Interaction

DALLAS, 21 August 2012 – The Center for Exhibition Industry Research (CEIR) has released Change in Value over Next Two Years and Effects of the Great Recession and Online Media. This report is the second in a series which will be released over the next quarter from the landmark study, The Role and Value of Face-to-Face Interaction.

Detailed insights are provided on the extent of value attendees and exhibitors place on face-to-face interactions at exhibits at exhibitions, conventions and annual meetings relative to other face-to-face settings. Findings also detail the impact of the economy and digital media on face-to-face interaction activities.

Results suggest that exhibitions have the strongest value among attendees, with 48 percent noting that face-to-face interactions experienced at exhibits at exhibitions, conventions and annual meetings are more valuable today than two years ago, and 43 percent anticipate this setting will be more valuable looking out to the next two years. No other face-to-face interaction alternative comes close to these results.

The top two face-to-face activities that have increased in value among most exhibitors are sales calls and exhibitions and conventions. Previewing the next two years, these two face-to-face settings capture the largest percentage of exhibitors anticipating increased value.

CEIR Research Director Nancy Drapeau, PRC, said, “This second report provides detail on the strength of the value attendees and exhibitors place on exhibitions compared to alternatives and results point to exhibitions enjoying high value ratings among both audiences. This report also affirms that exhibition activity is vulnerable to economic downswings though other findings in the study as well as other CEIR research point to a positive outlook moving forward. Online digital activity has minimal impact.”

The Role and Value of Face-to-Face Interaction study series examines the long-term value of face-to-face marketing and exhibitions in particular in light of major economic fluctuations and the influx of technology and alternative marketing tactics, including digital media. More than 9,000 attendees and 800 exhibitors participated in this initiative. The study was made possible by a grant from the Exhibition Industry Foundation and is available at www.ceir.org.

IAEE members can access the CEIR library and reports at no cost – a benefit of IAEE membership.

About CEIR
CEIR serves to advance the growth, awareness and value of exhibitions and other face-to-face marketing events by producing and delivering knowledge-based research tools that enable stakeholder organizations to enhance their ability to meet current and emerging customer needs, improve their business performance and strengthen their competitive position. For additional information, visit www.ceir.org.
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Contact:
Susan Brower, CMM, CCP
+1 (972) 687-9207
sbrower@ceir.org

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Exhibit Design Search / Trade Show and Event Tips / Becoming an Exhibit Marketing Expert /

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What You Should Know about Exhibit Planning

•Start the planning process early and assign someone to handle the schedule
•Create a budget that reflects the true costs of exhibiting
•Select the right size exhibit for your budget and marketing goals
•Trade shows can be expensive, but it’s not difficult to maximize your Return on Investment (ROI)
“Build it and they will come” — This phrase should be your mantra when designing your trade show booth. With a carefully designed trade show booth, you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.

Planning and Budgeting

It is best to plan early. Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the budget and to define the marketing goals. This person will have to account for the cost of renting or buying a booth, the cost of accessories such as literature racks, as well as travel expenses. Travel expenses will vary depending upon the location and duration of your stay. If you decide to rent, you should expect to budget:

•25% on renting your booth space
•20% on design and graphics
•15% on electrical, cleaning, and drayage
•10% on shipping materials to and from the trade show
•10% on press kits and preshow promotions
•20% on staffing, travel, and other miscellaneous expenses
If you decide to purchase an exhibit, you will want to work with a professional exhibit designer. Most exhibit distributors have a designer on staff or rely on their exhibit manufacturer to supply design and rendering services. You will need to follow the rules and regulations on booth design for your particular show as well as observing basics such as fire, electrical, and safety codes and providing wheelchair accessibility. Rely on your exhibit designer who understands these requirements.

Size Matters

When considering the dimensions of your booth, you will want to take into account the number of booth staffing, as well as account for kiosks, counters, conference rooms, and the storage of materials. Be sure your design allows for free flow of attendee traffic in and around your booth. Remove any obstacles at the designing stage. Kali Pearson, writing in Profit Magazine, reminds exhibitors to “Keep your traffic objective in mind. For instance, if you’re there to demonstrate a new product, erect walls that force passers-by to cluster at the front of your booth.” Keep your booth from getting too busy and complex, so people are not confused or overwhelmed by your booth. As a rule of thumb, your exhibit space should resemble a well-organized party and not a crowded disco.

A 10 x 10 booth is sufficient for a small business. At 100 square feet, you can accommodate at least four people at once, two staffers and two attendees. Consider a 10 x 20 for a medium business, and islands for a larger business. The size of the booth, however, depends on your goals and products. At a trade show, size matters, but it should complement, not dictate, your exhibit marketing goals.

Other Considerations

Think of your both as a three dimensional advertisement for your company. You should include your company’s colors wherever possible, unless you are using a theme that necessitates certain colors. It is also a good idea to display the company logo as prominently as possible. You will want to coordinate the flooring with the rest of your booth, either by renting carpet from the show decorator or purchasing more upscale solutions such as hardwood flooring, raised flooring, or cushion flooring.

In order to both conserve space and add an exciting look to your booth, display your literature in a literature rack. Audio/Video presentations have become commonplace and affordable for any size exhibit. These allow show attendees to participate in the booth experience and learn more about your company. Large screen monitors are perfect for product demos, interactive videos, or entertaining promotions. Like a moth to a light bulb, show attendees are instantly drawn to professionally produced videos.

For more information, be sure to consult with an exhibit designer or trade show professional. Participating in trade shows can be expensive but it’s not difficult to maximize your Return on Investment (ROI) with the right planning and expertise.

For more infomation about trade show or events marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.