Friday, June 29, 2012
Compare Three Shows – Which is best for you?
Ten Rules for Show Selection --- Ask yourself this for every show you do – OK?
Read on, after the Ten Rules -- This week I compare three shows welcoming sponsors and exhibitors in the Consulting, Coaching and Public Speaking arenas. These are all shows where the buyer is on the floor and can make purchase decisions directly at the event. I've done two of them and am scheduled for all three this year
The Ten rules:
1) Will there be "Whales" on the floor --- Yes, the guy with "The Yellow Tie," who makes purchase decisions for use by many. If the show will share a pre-registrant list – that's the best way to tell -- that's the #1 thing we ask for and often get when we help an exhibitor screen a show. . [ [ We've found that the best "Whales" are the guys who don't have LinkedIN profiles for they don't need to! They don't need a job, so they don't care about LinkedIN.] ASAE shows titles & orgs -- http://www.asaeannualmeeting.org/Expo/2011Attendees_Company&TitleONLY.pdf but some shows will part with full rosters with actual names. We know how to ask and get that for you
2) Can buyers make the decision to swipe their AMEX Card right there in the booth to give you the order? We think of shows as a very simple three level triage:
- Shows where sales exceed expenses at the show
- Shows where total at show and after show exceed
- Those other shows -- not to every buy again
3) Are your competitors there? …and what other shows are they doing? For just like the street corner with four gas stations that can help or hinder. Simply put the best way we find new shows for our clients it to track other shows that the exhibitors they know go to. [ We've got a massive cross-indexed list of shows and exhibitors, so the patterns are visible quite quickly. ]
4) Is this B-B or B-C or the newest flavor the B-D show? That's "Business-to-Business, "Business-to-Consumer", or the newest trend: "Business-to-Doctor." If your show is set up on weekend you can expect it to attract consumers. The best B-B shows are mid-week. But those B-C shows can often do better if you are set up for in the booth sales. Just make sure you know who you are trying to sell each day. Some of Reed Shows now open to the public on the last day, and you need to know that
5) How many touches do you need? What kind of pre-show promotion can you do to ensure you connect? Postal, ads, networking? Are you hitting all cylinders with the group? Here's what my friend Bob Silverstein says about that, from a show management perspective --- http://conventionmatch.com/profiles/blogs/are-you-ready-for-a-collaborative-selling-structure
6) Are you sending the wrong people to work your booth? Sure, everyone want to go party at the show, but who be there standing up ready to sell on day three? Do they know how to listen? Should you take an idea from international exhibitors who can't get Visas for entry and simply job shop the entire effort out to professionals? Who know what they are doing, can sell for you and bring back actionable results. We can advise, set up, or we can send our staffers
7) Do you know what you want? Yes, what's the action plan? For if all you are doing is "Sailing the Great White Fleet," like Teddy Roosevelt did before WW1 you can be seen, but your top line management wants results, and you need to have a list or results for them to choose from or there can be no mutually agreed goals
8) When do you say "NO?" At the Exhibitor show in Las Vegas this year that session was standing room only. And the resounding answer was that big-foot exhibitor simply by being able to say no one year, vastly improved their negotiating position. Try it "NO" wakes up the show sales people who take it for granted they can do whatever they want. Yes, I've been there – I had a board member tell me: "Seniority doesn't matter -- It is 50 Large or you are in back of the hall." If you need a buffer to negotiate for you we can step up to the plate.
9) How far out should you plan? Yes, shows often sell years ahead. Or should you hold back and do shows when you have better control of expense and results. A $15,000 show deposit held for 18 months can be put to use several times with faster results when you let us find you holds for consideration just weeks before a show. Yes, when you let us know the type of shows you want, we can often find those last minute spots. Often with great locations
10) Do you want the agony of show negotiation? Show selection? Last minute details? We can help, if only you to lend an ear to those little questions in life, like why are you paying drayage on outbound boxes that you are not shipping out. Ask us, we can show you how to save 50% on drayage, but you have to get it writing from them
Oh, the three shows.
One is on the East Coast for the first time
One is the only the second time they have offered exhibit space since 1924
All there have consultants, coaches and speakers – people who influence others with their business ideas and advice. Their clients rely on their advice – they can carry your message to those who need your solutions
Two of them have buyers who bring their AMEX Cards – I know I bring my imprinter. I know the Whales by sight!
Two of them are Triage "A" shows, where I make more sales than the full show cost.
Top spots are still open at two of them. I've got the #1 peninsula at the almost sold out one
One show -- the new one in Orlando in August has very limited space
Dates are July 14-17, August 15-18, and October 4-6
Call me at (202) 333-5000 to discuss or reply by e-mail for full show descriptions
www.ConventionMatch.com ---- Join to create your profile
Broadcast Interview Source, Inc
2500 Wisconsin Ave., N.W.
Washington, DC 20007 (USA)
Phone: (202) 333-5000