April 2007
Editor's Column: Taking your show on the road

Regional events boomed after 9/11. For attendees who didn’t want to travel, savvy organizers brought events to them. In fact, 64 percent of organizers today produce regional shows, according to a recent EXPOweb poll. Road shows, in particular, have become a very successful marketing tool for many exhibitors, and a number of show organizers are using their event expertise and attendee databases to produce and promote these events for their customers. In addition, regional spin-offs, corporate events, events for vertical segments within an industry and chapter events have all flourished in recent years.

Despite the fact that business travel has now exceeded pre-9/11 levels, regional events still hold promise for many organizations (See Regional Shows: What drives growth?, p. 32). Regional shows can extend your brand by offering the opportunity to connect with your audience more than once a year. They can help to create a stronger sense of community. They can offer convenience for attendees and exhibitors.

Is your industry ripe for a regional event? Some signs to look for:
• A strong member/attendee base that does not regularly attend your national show. Survey attendees and prospects to gauge interest. Do your West Coast attendees/members skip East Coast events?
• Regional growth in an emerging sector within your industry. Tap government agencies and independent firms for market research.
• Few or no other regional events or educational programs for your attendees/members. Are there local chapters or groups you can partner with?
• A number of your exhibitors produce road shows. If your exhibitors are, then it’s certainly an indication that you could be, too.
• Attendees who need continuing education or training on new products and technologies.
• If you have a number of smaller exhibitor prospects who aren’t ready to commit to a national event, find out why. Is it budget? Do they currently only have local customers? Can you offer an affordable, yet profitable, regional alternative to a wider group of prospects?
• Your show serves a mature or declining industry, with declining net square footage but still a respectable amount. Exhibitors still need to market their products, but they may not want to spend as much as a national event can cost.

Some organizers have shied away from regional events for fear they’ll cannibalize national shows, when in fact they can expand your exhibitor and attendee base. If you can attract them to a regional event, they’ll be more likely to attend your national show. Not to mention, you can offer exhibitors integrated packages to reach these specific audiences.
Some organizers argue that the revenue and margins won’t be as high as a national show. That doesn’t mean it’s not worth your time and investment. But you may have to adjust your expectations and then evaluate whether regional events are right for your organization.

Danica Tormohlen, Editor
dtormohlen@ascendmedia.com