BOB’S BLOG1: This blog celebrates the unique connection of exhibitors, event marketers, show organizers and suppliers in ICEEM. It presents issues, news, trends, and best practices for all industry stakeholders.
* Isn’t it time to stop that “old thinking?” In case you didn’t notice, there’s a new industry exhibiting model and it’s time to recognize it. Back in the Seventies, when I managed United Technologies’ annual program of 260 trade shows and events, show organizers never bothered to visit us and talk about our corporate marketing needs. In fact, the relationship between exhibitors and organizers was often characterized by tension, lack of trust, and strain. Sometimes mega strain! But this started changing in the Nineties, as organizers got more enlightened and started listening to their exhibitors – and not just the big ones. They put more emphasis on the Exhibitor Advisory Committees. They acknowledged that show success relied upon the cooperation of exhibitors, contractors, labor, and the attendees. There was an increased emphasis on education at our events. With this, a new paradigm emerged and it is still in the process of evolving. What baffles me at this moment are the industry folks who still see the relationship between organizers and exhibitors as “us” versus “them.” While we haven’t reached “the promised land,” our industry has matured, relationships have evolved, and there is a much better level of communication and collaboration. I believe this portends an even better future for all of us stakeholders in exhibitions and events. Am I out in the ozone on this? Let me know your thoughts about this and any related issues you have!
* Trade shows & events are more important in this economy: Face-to-face marketing at trade shows and events takes on greater importance now that over 6.5 million people are out of work and thousands of companies are closed down. This means there is a much smaller universe of buyers and sellers participating in trade shows. The good news is that exhibitions are now attracting attendees with massive buying power. Just talk with any exhibitor today and you’ll hear success stories in every business sector. This old adage means more now than ever before: your company can make more good contacts in one hour at a trade show that is possible in days of direct selling or following up Internet hits.
* Good news from CEIR: The Center for Exhibition Industry Research has a lot of information to help your efforts to justify the importance of exhibitions and events with your top management. For example, CEIR studied trade show leads and found they cost $96 apiece (your eyes are not playing tricks), whereas other types of sales leads involving personal contact (sales calls, etc.) cost $1,039. Sixty-eight percent of exhibiting companies say that it takes fewer sales calls to close a sale because the potential buyer was able to meet face-to-face with the sales or tech staff in the exhibit. Finally, 67 percent of exhibitors agree that trade shows increase their corporate and/or brand recognition – a very positive by-product of exhibiting. (www.ceir.org)
* Just when you thought you’d heard everything: Ryanair, the low cost Irish airline, is considering flights with some passengers standing up to save room and money. Actually, passengers won’t be standing – they’ll be sitting on a stool and strapped in for take-off and landing. Another low cost airline, Spring Airlines in China, announced a similar plan. It’s just like hopping on a bus, they say, ‘no seat, no luggage, no food, no water.’
* Parting thought: “Intellectuals solve problems; geniuses prevent them.” Albert Einstein
Bob Dallmeyer CEM is Past Chairman of both the International Association of Exhibitions and Events (IAEE) and the Trade Show Exhibitors Association (TSEA), as well as a former Director of the Center for Exhibition Industry Research (CEIR). In 2006, he was inducted into the Convention Industry Council’s “Hall of Leaders.” He is a columnist for Trade Show Executive Magazine. Contact him: bob@bobdallmeyer.com
