accelerating the success of your show in a transition economy presented by francis j. friedman...
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Accelerating Accelerating the Success of the Success of Your Show In a Your Show In a
Transition Transition EconomyEconomy
Presented By
Francis J. FriedmanPresident
Time & Place Strategies, Inc.New York, New York
(212) 879-6400
Francis J. Friedman © Time & Place Strategies, Inc.
(c) 2015 Time & Place Strategies(c) 2013 Time & Place Strategies
“Tradeshows Are The Only Medium Where The
Customer Pays To Hear Sales Presentations”
Francis J. Friedman © Time & Place Strategies, Inc.Francis J. Friedman © Time & Place Strategies, Inc.
Successful Tradeshow BrandsSuccessful Tradeshow BrandsAre Built On Targeted Markets Are Built On Targeted Markets
Francis J. Friedman © Time & Place Strategies, Inc.
Event Production BattlegroundEvent Production Battleground
ENGAGEMENTENGAGEMENT
RELATIONSHIPRELATIONSHIP&&
TRUSTTRUST
Francis J. Friedman © Time & Place Strategies, Inc.
Show Production Show Production Target Outcome Is…Target Outcome Is…
Your stakeholders know…
that you know…
who they arewho they are…and…THAT
you have built your show
specifically to meet their needs
Francis J. Friedman © Time & Place Strategies, Inc.
Understanding TimeUnderstanding TimeA Key Success FactorA Key Success Factor
(c) 2015 Time & Place Strategies
Up EconomyUp Economy• Time & focus: “future”• Sense of optimism• Growth planning• Spend $ today for future
new business options • Expanded marketing and
customer acquisition– Advertising– Tradeshows / events– Travel / entertainment– Incentive programming– Hire employees
(c) 2015 Time & Place Strategies
Down EconomyDown Economy• Time & focus: “right now” • Scarcity, pessimism & fear• Core business focus • Control all assets & spend • Return to “tight” basics
– Cash is king---CFO in charge– Reduce / control costs– Day-to-day management– Extreme customer focus– Do it ourselves– Minimize staffing
Francis J. Friedman © Time & Place Strategies, Inc.
Transition EconomyTransition Economy
UNCERTAINTYUNCERTAINTYTime
Money
Emotions
Well Being
Political Stability
Transition EconomyTransition Economy• Time & Focus: now & short term
• “New normal”; “cautious optimism”
• Control cash
• Meet Wall Street goals (EPS)
• Manage the business pragmatically
- Control costs / expenses
- Innovate marketing / sales
- Customer development
- Few/no new products/innovations
- Control payroll / outsource
- Stay alert for changes +/-
Francis J. Friedman © Time & Place Strategies, Inc.
Time and Context In Time and Context In A Transition EconomyA Transition Economy
Francis J. Friedman © Time & Place Strategies, Inc.
What is the Context What is the Context for Your Event?for Your Event?
• Economically (By quarter 2015; projected 2016)
– Your industry
– Your exhibitors
– Your attendees
– Budgets
• Emotionally– Optimistic
– Pessimistic
– Cautious
– Day-by-day
• Show Team– Optimistic
– Pessimistic
– Cautious
– Tired
– Show outcome expectations---emotionally
Francis J. Friedman © Time & Place Strategies, Inc.
In the Context of Your Industry…In the Context of Your Industry…Economically and Psychologically Economically and Psychologically
2015-20162015-2016
• Where does your show fit?– Have-to-have you ?– Want-to-have you?– Nice-to-have you– Don’t need you?
• What do attendees need, want and desire from you?
• What can you demonstrate to the industry that is compelling for them to…”have-to-have you”?
Francis J. Friedman © Time & Place Strategies, Inc.
Transition Economy Transition Economy Tradeshow ChallengeTradeshow Challenge
Build/market a show…so over time it is
1)1) Emotionally in sync with its target Emotionally in sync with its target
audience & their contextaudience & their context
2) Meets changing attendee needs and Meets changing attendee needs and
expectations as they evolve expectations as they evolve
over the show production cycleover the show production cycle
Francis J. Friedman © Time & Place Strategies, Inc.
Understanding Time & Emotion Understanding Time & Emotion In A Transition EconomyIn A Transition Economy
Francis J. Friedman © Time & Place Strategies, Inc.
Secret Secret PrinciplePrinciple
ADD VALUEADD VALUE
Francis J. Friedman © Time & Place Strategies, Inc.
High Value Makes It Easy To Move High Value Makes It Easy To Move A Customer To “Yes”A Customer To “Yes”
Francis J. Friedman © Time & Place Strategies, Inc.
ValueValue In a Transition Economy In a Transition Economy
• What is valued (i.e. willing to pay for)
• Scale/form of the value (i.e. how is it measured)
• “Meaning” of the value you offer in
the life/career of your audience
Francis J. Friedman © Time & Place Strategies, Inc.
ValueValue In a Transition Economy In a Transition Economy
Value delivery:
– Specific and meaningful (i.e. they’ll pay for it)
– Meets current (dock) and future (canoe)
needs, wants and desires
– Clearly articulated in promotion copy
Francis J. Friedman © Time & Place Strategies, Inc.
Brand Brand CommunicationsCommunications
Francis J. Friedman © Time & Place Strategies, Inc.
Show Personality---”Persona”Show Personality---”Persona”
• If your show were a person, what
would its personality (“persona”) be?
• Engage the customer relationship
• Enhance intimacy
• Build trust
Francis J. Friedman © Time & Place Strategies, Inc.
CopyCopy Development DevelopmentCopyCopy:• Must Have relevant “context”
• Written in “first person”…“personal” voice
• Carries on an intelligent conversation with your
audience…from their perspective
• Include dock and canoe references in balance to
the industry time-emotion event production cycle
Francis J. Friedman © Time & Place Strategies, Inc.
Tradeshows Make Direct And Tradeshows Make Direct And Implied Brand PromisesImplied Brand Promises
These Promises Are Promoted in the
Pre-Event COPY and Built Into the
On-Site “PROGRAMMING”
Francis J. Friedman © Time & Place Strategies, Inc.
National Restaurant Association,National Restaurant Association,Restaurant Hotel Motel Show Restaurant Hotel Motel Show (5/18-21/13)(5/18-21/13)
March 2013 Pre-Show Brochure CopyMarch 2013 Pre-Show Brochure Copy
MAKE GOOD THINGS HAPPEN
Arm yourself with everything you need to minimize the bad, capitalize on the good and create
your own big opportunities.
While this year's sales projections look good---there are also serious challenges. You need to
address both.
Healthcare, commodity and energy costs are up--and you need to overcome them. Technology,
sustainability, local sourcing, special-diet menu expansion are all hot, lucrative trends---but
you need the intelligence to act on them.
We've assembled 2,000+ exhibitors, 60,000 foodservice professionals, 80+ education sessions
and more to drive success. This is where you make your move. ONLY HERE
Francis J. Friedman © Time & Place Strategies, Inc.
Social MediaSocial Media
Francis J. Friedman © Time & Place Strategies, Inc.
Social Media…OpportunitiesSocial Media…Opportunities
• Monitor industry social media. What’s “the conversation”?
• Develop a “content strategy” to engage the conversation and move
the prospects to “Yes”
• Content: “value” and “engagement” are key: WIIFM
• Develop a “content calendar” to stay on-course
• Use audience apps / services / mobile / “metrics”
Francis J. Friedman © Time & Place Strategies, Inc.
ProgrammingProgrammingShow & DesignShow & Design
Francis J. Friedman © Time & Place Strategies, Inc.
Secret Secret PrinciplePrinciple
ADD ENERGYADD ENERGY
Francis J. Friedman © Time & Place Strategies, Inc.
Conscious Event “Programming”Conscious Event “Programming”
• Think of it as orchestrating the entire participant experience by participant segment MappingMapping thethe Customer Journey Customer Journey (e.g. attendees, exhibitors, sponsors, VIP’s, press, etc.)
• Programming all “touch points” of your event
– Show floor design & experience
– Education sessions (relevance and value)
– VIP events
– Pre-show, at-show, post-show communications
– Technology, social media & customer service
Francis J. Friedman © Time & Place Strategies, Inc.
Show Floor DesignShow Floor Design
ADD MOVEMENTADD MOVEMENT
ANDAND
AnimationAnimation
Don’t Bore Me!Don’t Bore Me!
Francis J. Friedman © Time & Place Strategies, Inc.
Show DesignShow Design
NEWNEW• Exhibitors may have cut down on new product Exhibitors may have cut down on new product
developmentdevelopment
• Show Management must add NEWNEW to the show floor…to make up for exhibitor NEWNEW shortfall (On-floor demonstration areas, video walls/boards, contests, awards,
new product show case, in-town behind the scene tours, etc.)
Francis J. Friedman © Time & Place Strategies, Inc.
Mobile Technology Mobile Technology & Social Media& Social Media
• Venue bandwidth (for exhibitors and attendees)
• Reg. system: ”Create My Show”---attendee
feature
• Mobile / mobile apps: directory/floor plan,
schedules, voting systems, etc.
• Monitor shows outbound Tweet/Facebook posts
Francis J. Friedman © Time & Place Strategies, Inc.
Transition Economy Shows…Transition Economy Shows…
Potentially Some of the Most Potentially Some of the Most
SuccessfulSuccessful
Francis J. Friedman © Time & Place Strategies, Inc.
Building a Winning Event Building a Winning Event in a in a
Transition Economy Transition Economy
Positioning
Value
Understanding Time
Copy & Communications - WIIFM
Francis J. Friedman © Time & Place Strategies, Inc.Francis J. Friedman © Time & Place Strategies, Inc.
Successful Tradeshow BrandsSuccessful Tradeshow BrandsAre Built On Targeted Markets Are Built On Targeted Markets
Francis J. Friedman © Time & Place Strategies, Inc.
Show Production Show Production Target Outcome Is…Target Outcome Is…
Your stakeholders know…
that you know…
who they arewho they are…and…THAT
you have built your show
specifically to meet their needs
Francis J. Friedman © Time & Place Strategies, Inc.
Helpful Articles Helpful Articles ByBy
Francis J. FriedmanFrancis J. Friedman
Tradeshow Marketing to MillinnealsTradeshow Marketing to Millinneals
issuu.com/facilitiesonline/docs/2014_summer_mm/22?e=1111454/9003780issuu.com/facilitiesonline/docs/2014_summer_mm/22?e=1111454/9003780
IAEE Future Trends Committee Report 2014IAEE Future Trends Committee Report 2014
http://www.iaee.com/downloads/1422246234.53381800_d166b745f4/2014%20IAEE%20Future%20Trendshttp://www.iaee.com/downloads/1422246234.53381800_d166b745f4/2014%20IAEE%20Future%20Trends%20Impacting%20the%20Exhibitions%20and%20Events%20Industry%20White%20Paper.pdf%20Impacting%20the%20Exhibitions%20and%20Events%20Industry%20White%20Paper.pdf
Francis J. Friedman © Time & Place Strategies, Inc.
Accelerating the Success of Accelerating the Success of Your Show In a Transition Your Show In a Transition
EconomyEconomy
Presented ByPresented By
Francis J. FriedmanFrancis J. FriedmanPresidentPresident
Time & Place Strategies, Inc.Time & Place Strategies, Inc.New York, New YorkNew York, New York
(212) 879-6400(212) 879-6400