June 2006
Attendee advisory boards
Just like exhibitor advisory boards, creating an attendee advisory board can provide you with a whole new perspective on how to improve your next event.

By Linda Chandler

Open for discussion?
Some organizations take a “no restrictions” approach toward advisory board input. If that’s the tactic, be prepared to discuss the time of year, traditional locations and partners of a show. Other topics usually open for discussion include:

• Marketing/PR
• Re-branding
• New audiences
• Opening to the public
• Creating educational components or adding more
• Registration fees/packages
• Discounts/freebies
• Floor design/new pavilions
• Themes
• Production/décor
• Lengthening or shortening show hours
• Matchmaking/appointments
• Floor demonstrations
• Special perks or hours for VIP buyers, early registrants
• F&B events

Feedback frequency
• In-person meetings, at least during or after each show or the biggest annual show
• Videoconference or teleconference quarterly or biannually
• Unsolicited feedback by phone or e-mails with ideas or suggestions
• Response as needed to e-mail questions or surveys
Tip: Assign staff liaison to be available by e-mail or phone anytime so members can communicate informally
outside scheduled meetings.

Segmentation
Some shows are using segmented advisory boards or focus groups, bringing together people of similar, rather than diverse, demographics to examine in depth a certain aspect of the show, such as marketing, education or strategic direction. Here are some tips for segmented groups:

• Choose a professional facilitator to ensure staff doesn’t influence input or spend time defending rather than listening.
• If seeking executive input, use executive-to-executive phone calls or smaller conference groups and try to convene in locales where they’ll already be in attendance, such as the annual show or prominent industry events.
• Build the agenda to address one specific issue rather than opening all elements to discussion.
• Assign related staff (marketing, sales, research, etc.) to liaison with these groups throughout the year.

Rules of thumb
• Tenure — Some have three- or five-year term limits; others keep veterans as long as they’re responding imaginatively or continue to offer valuable input.
• Number of members — Six to 12 people constitute an effective advisory board or focus group size. This number allows for diversity of representation and meaningful interaction without becoming unmanageable for strategic agility.

Case study:  Where it’s working
Besides helping to streamline the direct marketing message to their peers, the retail advisory board of the Gourmet Housewares Show recommended expansion of key categories, more focused seminar content and several local amenities. “Pre-registration by independent specialty stores is up by 19 percent over last year,” says Dorothy Belshaw, Senior Vice President of George Little Management. “The board partnership has been a real win.”