reinvent your tradeshow: nurture your exhibitors for success
Post on 13-Jan-2015
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DESCRIPTIONIncrease your exhibitors\' ROI
- 1. Reinvent Your Tradeshow:Nurture Your Exhibitors for Success Terry Arth Susan Schwartz Sam Lippman
- Terry Arth, CMP , Vice President, Meetings & International Programs, National Association Chain Drug Stores (NACDS)
- Susan Schwartz , CEM, President, ConvExx and Show Manager, SEMA
- Sam Lippman , President, Integrated Show Management & Marketing (ISM) and producer ECEF and Large Show Roundtable
- Show and Meeting Management
- 2 years or less
- 3 to 6
- 7 to 14
- 15 to 25
- Over 25 years
4. Where We are Today
- 2010 year two of the Great Recession
- In 18 months U. S. household wealth down 20%
- 1 in 7 Americans employed by city & state governments many almost bankrupt
- Residential & commercial real estate excesses
- Xmas Day more Kindle than paper books sold
- iPhone instant information, networking and purchases
5. Center for Exhibition Industry Research (CEIR) 6. Center for Exhibition Industry Research (CEIR) 7.
- All titles, CMOs especially, believe tradeshow organizers should be held very accountable for audience quality
From Stein/Rogan BPA Worldwide Exhibitor ROI Research Survey Future of Tradeshows 8. If your shows total revenue is down, when do you expect it to rebound?*
- January 2010
- July 2010
- January 2011
- July 2011
- January 2012
*Asked of 180 executives at ECEF 2009 Future of Tradeshows 0 9. Exhibitions in the U.S.A.
- CEIR Index companies, NSF and attendance down
- Sponsorship revenue down
- August 2008 to 2009 overseas travel down 26%
- CFOs and Procurement buying marketing services
- Media companies with too much debt
- Green/carbon offsets
- Less freight = less $ for GSC
- Fewer/cheaper rooms = less $ for CVBs
- Venues under increasing pressure to book events
- TSEA, HCEA, CEMA = exhibitors voice
10. Exhibitors in the U. S.
- Budget flat or decreasing
- Quarterly approval of budgets
- Greater emphasis on ROI
- Changing from buying concrete to demanding customized, integrated opportunities
12. Adding Value to a Super Show - SEMA Susan Schwartz President, ConvExx Show Manager, SEMA 13. Its Not Business As Usual
- Walk in Your Customers Shoes
- Just because it is, doesnt mean it should be or can be anymore
14. Its Not Business As Usual
- What are the Hot Buttons?
- Finding New Customers
- Contractors and Pricing
- Association Outreach
15. New Customers
- 1,000 Guaranteed Leads
- New Markets
16. Contractors & Pricing
- Exhibitor Value Packages
- 1,000 lbs complimentary material handling
- Special deals from every contractor
- Hotel prices
- Transportation prices
17. Association Outreach
- Exhibitor Appreciation Party
- Appreciation Gift Cards
- Extra Seniority
- Payment Plans
- No price break vs. price break
19. Creating Value for an Industry Terry Arth Vice President, Meetings & International Programs National Association of Chain Drug Stores (NACDS) 20. How We Got There
- Cash Cow
- 1992 2000 Received an additional $1M net revenue annually from Cash Cow, half from price increases, half from growth.
- 1992 Competitor develops comprehensive hosted buyer program based upon the 60/60 model.60 manufacturers matched with 60 buyers with guaranteed 20 minute appointments plus follow up notes for each meeting.
- 2000 The Mt. Everest of profit is achieved
21. Cash Cow 22. How We Got There
- Declining Cash Cow
- 2000 The Mt. Everest of profit is achieved
- 2001 Outside competitor produces 30 events per year with net profits averaging 20 30%.
- 2001 - 2009 the decline begins in earnest as the following graph shows in detail.
23. Declining Cash Cow 24. Our Response!
- 2001 2004 Re-energized exhibit and buyer advisory boards, verified outcomes with outside consultants, achieved senior management buy-in for hosted buyer program.
- 2004 - Meet the Market launched, our hosted buyer program that guarantees up to 10,000 appointments in one 8 hour day for small to medium sized manufacturers.
25. 26. 27. 28. Buyer Appointment Schedule 11:42 am 11:52 am LELO, Inc. 11:54 am 12:04 pm First Quality 12:06 pm 12:52 pm Lunch 29. Exhibitor Appointment Schedule 10:54 am 11:04 am CVS 6,200 Stores 11:06 am 11:16 am Kerr Drug 97 Stores 11:18 am 11:28 am Navarro 32 Stores 30. Results!
- 2004 2009 MTM grows from 50 hosted buyers to 350 (approximately 300 of our exhibiting companies currently participate in this program)
- 2009 and beyond? Meet the Buyer, designed for large manufacturers and buyers, successfully beta tested in 2008 and 2009 on two of or our large events.
- Best practices from Declining Cash Cow implemented across all events have helped improve bottom line performance.
- Smaller events are used as laboratories were new ideas are tested and refined for larger events.
32. Rising Star 1 33. Rising Star 2 34. Declining Cash Cow + Rising Stars 1 & 2 = Time to figure out our next move! 35. What Does the Future Hold?
- Will the big box tradeshow concept of the 80s & 90s survive?
- Will hosted buyer programs be the norm?
- What is the next generation of events and will we be ready for it?
36. 80+ Events Per Year International for Profit Competition The easyFair concept gets back to trade show basics but in the modern context. 37. Efficient Collaborative Retail Marketing (ECRM) provides Business Solutions by integrating Process, Vision and Technology.Comprised of category & season specific Efficient Program Planning Sessions (EPPS), ECRM is helping retailers and manufacturers improve sales, reduce expense, and go to market faster and more efficiently. Domestic for Profit Competition 50+ Events Per Year 38. What are you doing differently now - externally - to strengthen your show?*
- Pr oviding executive attendees with personalized programs
- Outsourcing more in-house projects /procedures to improve results
- Changing the for mat of your show(hours,days, co-location)
- Using the web to increase the duration of your event
Future of Tradeshows *Asked of 180 executives at ECEF 2009 0 39. Whats Next?
- Show Producers charge per NSF or for _______?
- General Service Contractors how to diversify from drayage?
- Exhibitors more vocal and signing up/paying later our response?
- Venues/Cities the German model?