Q: I feel like my trade show is not doing all it can to bring the attendee experience to the next level, which is slowly sucking the energy out of the show floor. I want an energized attendee base for my exhibitors. How do I bring this up with management, and also offer some proactive suggestions to jazz up the exhibit hall experience?

A: This is a good question because it speaks to the heart of the sometimes awkward and sensitive relationship between the marketing and sales teams.  But if there exists any awkwardness or sensitivity, you’ll just need to get over it. As a salesperson, your primary duty is to sell exhibit space; and this activity should remain at the forefront of what you do every day.  Having said that, I believe that another obligation that we must fulfill as salespeople is that of purveyors of important feedback from the field. This includes sharing honest, open assessments and observations on the part of our exhibitors and prospects with the marketing team as well as any others in management who need to receive this information. In fact, at CES, a member of the marketing team sits in on every one of our sales meetings on a weekly basis in order to accomplish just that. There, she hears first hand, not only our opinions; but more importantly, our customers’.

How do you go about getting feedback? By going to your bellwether and smaller exhibitors alike and asking!  Ask them to share their thoughts about your event with regard to the attendee experience. Additionally, ask your customers about their experience at other shows and how they view the attendee experience(s) there. Surely they are hearing from attendees about their encounters at your show. They can also share important information about competitive events and the attendee experience(s) for those as well.  Further, as you yourself travel to competitive events, share your own observations and conclusions. Do everything you can bring to the table honest open and constructive feedback to management. In a sense,  you’ll be saying: “Hey don’t take it from me, listen to what our customers and prospects are saying.” This is your duty: To arm and inform management with feedback from the field.  Don’t be afraid to do so. Just do it. 

Dan Cole is vice president of sales and business development for the Consumer Electronics Association, which draws more than 3,000 exhibitors to its largest annual show, the International Consumer Electronics Show. He can be reached at dcole@ce.org.