This week we speak with Shelly Taggar, vice president of The Makeup Show, one of the trade show professionals recognized as the 2013 Expo Elite.
Expo: What’s new with you and The Makeup Show?
Shelly Taggar: Last year we had five shows. This year, we decided to go to a brand new market, so we expanded with our new show in Dallas, which will launch in September.
We’re looking to expand and change the focus of each of our shows. We experimented and did a little bit of a facelift, where we are changing and featuring some new education. We want the people who go to the shows every year to always feel like there’s something new to see.
This is our ninth year and before we reach our 10th anniversary, we want to bring some fresh blood in. That’s what 2014 is all about for us, trying some new things, testing the market and seeing what kinds of new things we can bring in.
Expo: What’s been your biggest challenge over the last year or so?
Taggar: It’s making sure everything is fresh in the eyes of people every year. The show has been around for so many years and a lot of attendees attend every show every year. The biggest challenge is to grow the existing show and make it bigger and better, but at the same time make sure the new show gets the same kind of vibe as the existing one.
Expo: What’s the secret to your success?
Taggar: I always say we have 100 brands that are our clients. We also have 7,000 attendees who are our clients. You have a lot of people to make sure are happy, whether they pay $50 at the door or a sponsorship fee of $10,000 to $20,000.
We are only here as long as they support us. We make sure everybody who comes to the show comes out smiling.