June 2004 From the Editor: Getting too confortable?
Last year at this time, the industry was abuzz with talk about non-traditional business models, how to deal with the Iraq War and SARS, and how the rise in corporate events was affecting exhibitors’ marketing budgets. Having just returned from the SISO CEO Summit and numerous conversations with show managers and suppliers, I have to say not much is buzzing right now. Most people are optimistic about industry prospects in 2004. But there’s no talk about “the next big thing.” Perhaps it’s natural that we sit back and enjoy the economic turnaround after a few very difficult years.
Despite — or probably because of — the turmoil, the industry has truly grown and matured. We’re more focused on our customer — the attendee. Our marketing has become more targeted to attract the most qualified buyers. Our exhibitors are becoming more marketing savvy and more focused on ROI. Our educational programs are interesting and insightful. We’re offering unsurpassed networking opportunities. We’ve co-located shows with similar audiences and strengthened our positions.
But I wouldn’t get too comfortable. Sometimes it’s the unease that forces us to push ourselves. Now that it’s gone, how will we motivate ourselves? Don’t get me wrong, I certainly don’t want to return to crisis mode. But I also think we’re in position to take things to a higher level. How can we maximize the upswing in the economy and gain market share?
Get involved. Talk to your customers and colleagues. There are so many innovative programs and promotions that your peers have implemented. I heard at least a dozen great ideas at SISO. For example: • COMDEX is offering an exhibitor ROI toolkit for measuring PR and sales conversions. • CONEXPO/CONAGG has turned its exhibitor advisory committee into a management committee of CEOs and VPs from exhibiting companies, giving it power to make decisions about all aspects of the show. • Expo Manufactura is offering a flat fee for drayage, allowing exhibitors to bring in as much equipment as they want at no additional charge. Exhibit space is up 30 percent, and attendance is up 30 percent. • Penton has launched a handful of online trade shows. The robust Web sites offer white papers, product launches, industry news and seminars covering a focused range of topics. • Howard Hauben, President and CEO of the Centurion Show, formed an LLC for his high-end jewelry show three years ago. Exhibitors own 50 percent of the show. The number of exhibitors has grown by 30 percent, and attendance has increased 43 percent. • Advanstar completed an overhaul of its sales systems and structures. They have eliminated non-revenue-generating activity from sales reps and established minimum service levels for each segment of customer. The result: Sales costs declined by $6 million.
We’ve come so far with limited resources. Our challenge will be to keep innovative ideas like these flowing when times are good. Danica Vasos, Editor dvasos@ascendmedia.com
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