OCTOBER 2009
INSIGHTS AND ADVICE FROM INDUSTRY THOUGHT LEADERS
As a proud sponsor of Trade Show Executive’s Gold 100 Gala and Summit in Palos Verdes, California last week, Marketing Design Group got a first-hand account of the latest trends, innovative strategies and best practices that are shaping the future of our industry. Here’s a sampling of what we took away from the movers, shakers and thought-leaders who participated…
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- Although the recession may technically be over, it isn’t going to feel like we’re in recovery for quite a while. Be honest and realistic with your stakeholders. Under-promise and over-deliver to ensure their expectations are being met.
- Don’t let yourself get too caught up in a numbers game. Right now, the overall quality of attendees is so high that exhibitors are having great shows. Also, consider promoting traffic density (attendance per square foot). While your event may be experiencing decreases in exhibit space and attendance, this ratio could remain strong and keep your exhibitors happy.
- Attendees are registering later and later (often in the last 30 days of the show cycle), a trend that is expected to continue. Re-think the timing of your marketing campaign and how you do forecasting.
- In the current economic climate, event organizers are expected to provide more value to their participants. Your attendees are looking for unique experiences and your exhibitors are looking for an increased level of marketing support from you.
- If you’re not failing in some areas, you’re not taking enough risks.
- Exhibiting companies who survive the recession will have a larger market share and will grow when the economy recovers. Target the strongest players in your industry with increased sales efforts.
- Create a ‘justification memo’ (available on your web site) for prospects to send to their bosses to convince them that attendance at your event provides a high ROI.
- Your social media strategy should go beyond attendance promotion. When you enable your audience to connect and interact, you’re creating a community that exists pre-, post- and during an event.
- Your promotions should answer not only “How do you get people to attend your event?” but “How do you get people to care about your event?.
- Before you get too caught up promoting a milestone anniversary, remember that your audience doesn’t care how long your show has been around. Treat every show as a launch and approach every year from a completely fresh perspective. Ask yourself, “what will my audience be looking for next year?” not “what were they looking for last year?”
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Thank you to all the speakers and industry experts who shared their knowledge at the Gold Gala and inspired this month’s InnerCircle, including Frank Chow, Chief Economist, TSE; Mike Cooke, CEO, dmg world media; Aaron Bludworth, COO, George Fern Company; Terrence Donnelly, VP, Experient; Peter MacGilivray, VP of Events and Communication, Specialty Equipment Market Association (SEMA); Nancy Walsh, Executive Vice President, Reed Exhibitions; Gary Shapiro, President and CEO, Consumer Electronics Association; Kam Diba, Director of Digital Production for NBC/ Universal; Peter Eelman, Vice President of Exhibitions, International Manufacturing Technology Show; John Barber, VP of Digital, Immersa Marketing.
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MDG clients and industry friends at the Gold Gala
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Joe Loggia, CEO of Advanstar, moves Denise Paccione, MDG President, to tears.
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Dennis Slater, President of AEM, Tom Cindric, Director, World of Concrete, Rick McConnell, President of Hanley Wood Exhibitions. |
Dan Darby, Director of Marketing for Surf Expo, with Kimberly Hardcastle, MDG Vice President. |
Dan Hobgood, Senior Director of Marketing at SEMA and Gary Vigil, Trade Shows Director at SEMA. |
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