Embracing Social Media May Be the Solution for Tradeshow Industry Woes

Results from the 2008 Tradeshow Week Exhibition Management Survey, show the tradeshow industry is in the midst of a very challenging time. [TSW]

“I think (the economy) impacted (tradeshows) dramatically,” said Charles Olentine, executive vice president of the U.S. Poultry & Egg Assn.’s Intl. Poultry Expo. “I think we’re going to – at least for the near future – … see double-digit decline in attendance.”

As the average cost of exhibit space continued to rise this year, companies trimmed their budgets by limiting travel to shows or cutting out shows altogether, creating a grim picture for the tradeshow industry.

Responses from the survey suggest effectively marketing shows is the number one concern among exhibitors. Other pressing are: attendance, controlling exhibitors’ cost, and exhibitor satisfaction.

“I’m just finding … attendees get resentful with being barraged with information,” said Patrick Shield, president and owner of Shield Associates Ltd., show management for CMX-CIPHEX (Canadian Mechanicals Exposition) Natl. Trade Show & Learning Forum and Win-Door North America. “People want clean, concise, clear information about what the values are to the show; they don’t want the carnival-type ‘oh, if you respond, you can win a car or blender.’ … That just doesn’t work anymore.”

A combination of new media with the tried-and-true methods is becoming more popular among organizers. In fact, in 2008, 54 percent of respondents said they did utilize this combination to market to audiences, drive sales or build community in the industry, with 46 percent saying they didn’t. In 2007, those numbers were reversed, with only 46 percent employing new and old media.

Source: Tradeshow Week, Kerri Zerlin

Photo: FredKavazza.net

BDMetrics Helps Exhibitors Connect with Attendees Online

BDMetrics, Inc. has announced a new suite of event-centric online marketing solutions, which include online lead generation, search engine marketing, online display advertising, online video and mobile marketing. The company’s solutions are powered by its interactive tradeshow portals, which feature an online show guide, search engine and event-planning interface.  If you’re an exhibitor at International CES, Pack Expo, NAB Show, NACS Show,  or NBAA you’re in luck because BDMetrics powers portals for those shows!

“Exhibitors are attracted to the Pack Expo show because of the richness of our audience. With BDMetrics, our exhibitors can connect with this high-value audience in the months before and after the show,” said Chuck Yuska, President and CEO of Pack Expo/PMMI. “Plus, not only does BDMetrics help our exhibitors realize even better results, their robust reporting platform provides the numbers to validate the power of our show.”

“Tradeshows maintain their position atop B2B marketing plans because of their ability to aggregate an in-market audience, drive in-person meetings and generate new business,” said Mollie Spilman, CEO of BDMetrics. “By combining the power of online social networking with face-to-face events, BDMetrics helps exhibitors identify and reach this in-market audience before the event and connect with them at the show.”

To check out BDMetrics’ new and improved event-centric marketing solutions click here.

Source: BDMetrics.com

Belkin and Adobe Pull Out of Macworld Expo

Belkin announced this week, it will be pulling out of Macworld Expo echoing Adobe’s earlier announcement. [Macworld.com]

Belkin sites a need to redistribute funds and provide assistance to their retail customers that have been hard hit by the downturn in consumer spending.

Macworld Expo show organizers responded, promising plenty of exhibitors for attendees to check out.

“Macworld is going to have close to have 500 exhibitors this year and its going to be a great show,” said IDG World Expo Vice President and General Manager Paul Kent. “While we’re sorry Belkin isn’t going to participate, attendees will have close to 500 exhibitors they can visit and see great Mac products.”

Belkin will also reportedly not be exhibiting at the upcoming Consumer Electronics Show (CES) in Las Vegas.

Source: Macworld.com, Jim Dalrymple
Photo: Scriptingnew – Flickr.com

Good News: Union Eases Overtime Rules

Union organizers have negotiated directly with Freeman Cos. and with GES Exposition Services, the two major trade show contractors at McCormick Place, to form a new two-year contract aimed at cutting labor costs and hassles for trade show exhibitors. [ChicagoTribune]

In the contract, Chicago Regional Council of Carpenters extended its straight-time window on weekdays by four hours, from 4:30 p.m. to 8:30 p.m.

The carpenters also agreed to shorten the double-overtime period on Saturdays. The new rate will be time-and-a-half for 12 hours on Saturdays, rather than the eight hours in the previous contract. The new terms extend the period by two hours in the early morning and by two hours in the late afternoon.

“This is a big deal for a lot of reasons,” said David Causton, general manager of the convention hall. “A lot of major shows open on Sunday, and they try to do all their setup and dismantling during the week on straight time. By expanding the window on Saturday it allows more work at final setup to be done at less than the premium rate of double time.”

Great news for all those exhibiting at McCormick Center!

Source: Chicago Tribune, Kathy Bergen

Photo: McCormick Center

Natural Products Association Show Partners with Penton Media

In a growing trend towards trade associations turning over show management responsibilities to specialized firms, the Natural Products Association has partnered with Penton Media, Inc. aiming to expand the Natural MarketPlace annual show by boosting attendance, increasing the show profile and improving member services.[NPA]

These partnerships allow trade associations to focus on their core strengths such as member services and avoid the burden of managing a large-scale show.

New Inspection Rule Causes Confusion

Ever hear of TG-65? Well you better get familiar with it if you exhibit in Las Vegas – especially if you display “large hard-wall exhibits.” This new rule nearly jeopardized the success of two shows, CES and CONEXPO, as their show managers battled it out with inspection authorities. [TSNN]

One thing is for sure – you have to know the rules to play by them.

Good News: Robust Market Conditions for Trade Show Industry

No need to worry about the strained economy taking a toll on the trade show industry, at least that’s what tsnn.com believes.

According to their proprietary “Trade Show Activity Indicator,” which combines website traffic and actual event attendance records, event bookings and attendance are on the rise across several industry categories. [TSNN]

A sluggish economy often translates to skeptical CFOs who aren’t as willing to invest company dollars in trade shows and conferences. That shouldn’t be the case according to RD Whitney, CEO of Caroo Media, “Professionals and organizations are simply looking to cut through the e-clutter and spend their business investments smarter — industry events that get you front and center with a multitude of prospects are still the most cost-effective way to maximize your resources.”

Networking: How to Make Conferences and Trade Shows Work For You

Ever wonder the best way to approach a person at post-show cocktail hour? What about the most effective way to follow-up with a person who gave you his or her business card? Maybe your a wallflower and can’t get up the nerve to talk to new people?

Scott Ginsberg, author of HELLO, My Name is Scott offers a mini-guide to networking, including the following:

• Preparation tips
• What to do during the event
• Follow-up tips
• How to keep in touch

These networking tips offer a practical approach to meeting people and building relationships at any business event. [MarketingSherpa]

Sands Expansion Details Revealed

Trade Show Week reports new details have emerged in county court records for the Sands expansion in Las Vegas. [TSW]

The Sands expansion is part of a long list of convention venues planning to add space to accommodate the growing number of trade shows and conferences moving to Las Vegas. The list includes: Las Vegas Convention Center, Ceasar’s Palace, Wynn, Las Vegas Hilton, Bally’s, South Point, Tropicana and more!

Vegas is clearly the place to be.

Craving Fancy Foods? Better Head to D.C.

Photo: Epicurious

In 2011, the Summer Fancy Foods Show will move from NYC to Washington D.C. This steal, orchestrated by the Restaurant Association Metropolitan Washington and the Hotel Association of Washington D.C., is expected to yield a cool $30 million for area businesses.

The uncertainty of renovation plans at the Jacob Javits Center in NYC helped drive this move to the Capital city. A sore loss for New York foodies, no doubt. [WashingtonPost]