Trade shows can be overwhelming, but here are some tips for tackling them!
Trade Shows and Free Stuff!
When we checked in at the 2015 SGMP NEC on Tuesday we got this bright green
bag. The idea being that we would fill it up with trade show
goodies. We would then take our huge bag of stuff and try and stuff our
goodies in our suitcases to fly home, or just leave the entire bag behind
(taking only the best items back). Hotel booths have an assortment of
items from tape measures, to pens, to eye glass, phone, and tablet cloths, to
suitcase tags. I have to say that it is rare that I use any of these
"freebies" items that I get from trade shows.
Traditional trade shows have become stale to those of us that attend year after year. You can tell that they are stale by the attendance and the ambiance in the room.
The attendance at the conference trade show was abominable. It was very clear that planners were there either for the lunch that was included, to get the freebies and enter raffles, or just didn't show up at all. One of my supplier friends told me that she received just 10 cards and talked to maybe a dozen planners. There were close to 500 people registered for this conference, and I'm guessing more than 50% of these attendees were planners.
Frankly, I'm embarrassed as a planner to hear that we didn't even do our jobs as planners to make it worth it to the suppliers. So this raises two questions, how do we entice the planners to show up and what responsibility does a planner have at a trade show? After all, building relationships with one another is what our business is all about, not the swag that comes with a trade show!
If anyone has other trade show tips I'd love to hear them!
Traditional trade shows have become stale to those of us that attend year after year. You can tell that they are stale by the attendance and the ambiance in the room.
The attendance at the conference trade show was abominable. It was very clear that planners were there either for the lunch that was included, to get the freebies and enter raffles, or just didn't show up at all. One of my supplier friends told me that she received just 10 cards and talked to maybe a dozen planners. There were close to 500 people registered for this conference, and I'm guessing more than 50% of these attendees were planners.
Frankly, I'm embarrassed as a planner to hear that we didn't even do our jobs as planners to make it worth it to the suppliers. So this raises two questions, how do we entice the planners to show up and what responsibility does a planner have at a trade show? After all, building relationships with one another is what our business is all about, not the swag that comes with a trade show!
Altering the Freebies
If you're going to keep the traditional trade show format I urge suppliers to rid yourselves of the "swag." You don't need suitcase tags to get me to remember you. I prefer to build a relationship with you and talk about whether or not my meetings would be a good fit. However, I understand the world of marketing, so I think that there are things you can do to become memorable.Photo Booths
I love the suppliers that have a photo booth, it's a chance to get a planner out of their comfort zone ask them a few questions about their events, have some fun, and let them take away a printed photo being silly with props in front of a photo of your hotel or logo. We have made a connection in a funny way and I'll think of you next time I'm ready to book an event.Charity Items
I remember stuffing teddy bears at a hotel booth to give to a children's hospital or police department. We stuffed the bears and added some clothing. Sewing up a teddy bear made me think about what a great thing this hotel was doing, and allowing us to participate was an honor. Other hotels have had bins of toiletries for us to put together as care packages for a local women's shelter. Whatever your charity is, showcase it on the trade show floor.Food
I love being able to sample food or beverages that are unique to your city or hotel restaurant. This is information that will help me make a decision about a location. What a wonderful way to spark a conversation about the local cuisine, new head chef, or what's new in the area.Changing the Trade Show
Reverse Trade Show / Speed Dating
Yes,
it’s exactly as it sounds. Each supplier
gets 6 minutes with a planner before moving to the next person. They make their pitch, learn about the types
of events the planner does and finds out quickly if their hotel will be a good
fit. It’s beneficial for both the
supplier and the planner. The supplier
will not have to send out mass emails looking for leads from planners. It allow them to be more targeted with their
communication and follow up on those that are actually considering booking with
them. Also, the planner will not be
wasting the supplier’s time. They can
easily identify whether or not the hotel property will be useful to them based
on the size, number of rooms, and general price points. Sounds like a win-win!
Virtual Trade Show
Although this is only being done by 1% of the population I think you'll see this as a trend in the future. It saves the costs of marketing, travel, and shipping. Allows the information to be manageable rather than overwhelming to planners. It is "green" and you'll be able to follow-up on quality leads more easily. Plus, the 21st century customer will thrive in the online environment.Planner Responsibilities
As for the planner's role at a trade show, I think that we need to canvas the trade show floor and speak to as many suppliers as possible. Show gratitude for the suppliers that are there. I let them know that I can't book meetings outside of North Carolina, but that if I ever have something come up for a personal event I will keep them in mind. I know that suppliers are looking for business and they pay a lot of money to be there. A simple "thanks for being here" goes a long way.If anyone has other trade show tips I'd love to hear them!