reinvent your tradeshow: nurture your exhibitors for success

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Reinvent Your Tradeshow: Nurture Your Exhibitors for Success Terry Arth Susan Schwartz Sam Lippman

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Increase your exhibitors\' ROI

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Page 1: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Reinvent Your Tradeshow: Nurture Your Exhibitors for

Success

Terry ArthSusan SchwartzSam Lippman

Page 2: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Introductions

• Terry Arth, CMP, Vice President, Meetings & International Programs, National Association Chain Drug Stores (NACDS)

• Susan Schwartz, CEM, President, ConvExx and Show Manager, SEMA

• Sam Lippman, President, Integrated Show Management & Marketing (ISM) and producer ECEF and Large Show Roundtable

Page 3: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

IntroductionsResponsibility• Show and Meeting Management• Contractor/Supplier• Hotel/venue/destinationExperience• 2 years or less• 3 to 6 • 7 to 14• 15 to 25• Over 25 years

Page 4: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Where We are Today

• 2010 – year two of the Great Recession• In 18 months U. S. household wealth down 20% • 1 in 7 Americans employed by city & state

governments – many almost bankrupt• Residential & commercial real estate excesses• Xmas Day – more Kindle than paper books sold• iPhone – instant information, networking and

purchases

Page 5: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Center for Exhibition Industry Research (CEIR)

Page 6: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Center for Exhibition Industry Research (CEIR)

Page 7: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

• All titles, CMOs especially, believe tradeshow organizers should be held very accountable for audience quality

From Stein/Rogan – BPA Worldwide Exhibitor ROI Research Survey

Future of Tradeshows

Page 8: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

If your show’s total revenue is down, when do you expect it to rebound?*

5%

9%

16%

36%

24%

9% January 2010July 2010

January 2011July 2011

January 2012Never

* Asked of 180 executives at ECEF 2009

Future of Tradeshows

Page 9: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Exhibitions in the U.S.A. • CEIR Index – companies, NSF and attendance down • Sponsorship revenue down• August 2008 to 2009 – overseas travel down 26%• CFO’s and Procurement buying marketing services• Media companies with too much debt• Green/carbon offsets • Less freight = less $ for GSC• Fewer/cheaper rooms = less $ for CVB’s• Venues under increasing pressure to book events• TSEA, HCEA, CEMA = exhibitors’ voice

Page 10: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Exhibitors in the U. S.• Budget flat or decreasing• Quarterly approval of budgets• Greater emphasis on ROI • Changing from “buying concrete” to

demanding customized, integrated opportunities

Page 11: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Questions?

Page 12: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Adding Value to a Super Show - SEMA

Susan SchwartzPresident, ConvExx

Show Manager, SEMA

Page 13: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

It’s Not Business As Usual

• Walk in Your Customers’ Shoes• Just because it is, doesn’t mean it should be or

can be anymore

Page 14: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

It’s Not Business As Usual

• What are the Hot Buttons?– Finding New Customers– Contractors and Pricing– Association Outreach

Page 15: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

New Customers

• Matchmaking• 1,000 Guaranteed Leads• New Markets

Page 16: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Contractors & Pricing

• Exhibitor Value Packages• 1,000 lbs complimentary material handling• Special deals from every contractor• Hotel prices• Transportation prices

Page 17: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Association Outreach

• Exhibitor Appreciation Party• Appreciation Gift Cards• Extra Seniority• Payment Plans• No price break vs. price break

Page 18: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Questions?

Page 19: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Creating Value for an Industry

Terry ArthVice President, Meetings & International

ProgramsNational Association of Chain Drug Stores

(NACDS)

Page 20: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

How We Got There Cash Cow• 1992 – 2000 Received an additional $1M net revenue

annually from Cash Cow, half from price increases, half from growth.

• 1992 – Competitor develops comprehensive hosted buyer program based upon the 60/60 model. 60 manufacturers matched with 60 buyers with guaranteed 20 minute appointments plus follow up notes for each meeting.

• 2000 – The Mt. Everest of profit is achieved

Page 21: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Cash Cow

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

1992 1993 1994 1995 1996 1997 1998 1999 2000

Income Expenses Net

Page 22: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

How We Got There Declining Cash Cow• 2000 – The Mt. Everest of profit is achieved

• 2001 – Outside competitor produces 30 events per year with net profits averaging 20 – 30%.

• 2001 - 2009 the decline begins in earnest as the following graph shows in detail.

Page 23: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Declining Cash Cow

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Income Expenses Net

Page 24: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Our Response!• 2001 – 2004 Re-energized exhibit and buyer advisory

boards, verified outcomes with outside consultants, achieved senior management buy-in for hosted buyer program.

• 2004 - “Meet the Market” launched, our hosted buyer program that guarantees up to 10,000 appointments in one 8 hour day for small to medium sized manufacturers.

Page 25: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success
Page 26: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success
Page 27: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success
Page 28: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Buyer Appointment Schedule

11:42 am – 11:52 am LELO, Inc.11:54 am – 12:04 pm First Quality12:06 pm – 12:52 pm Lunch

Page 29: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Exhibitor Appointment Schedule

10:54 am – 11:04 am CVS 6,200 Stores11:06 am – 11:16 am Kerr Drug 97 Stores11:18 am – 11:28 am Navarro 32 Stores

Page 30: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Results!• 2004 – 2009 “MTM” grows from 50 hosted buyers to

350 (approximately 300 of our exhibiting companies currently participate in this program)

• 2009 and beyond? “Meet the Buyer”, designed for large manufacturers and buyers, successfully beta tested in 2008 and 2009 on two of or our large events.

Page 31: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Results!• Best practices from Declining Cash Cow

implemented across all events have helped improve bottom line performance.

• Smaller events are used as laboratories were new ideas are tested and refined for larger events.

Page 32: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Rising Star 1

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

$9,000,000

$10,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Income Expenses Net

Page 33: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Rising Star 2

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Income Expenses Net

Page 34: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Declining Cash Cow + Rising Stars 1 & 2 =

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Income Expenses Net

Time to figure out our next move!

Page 35: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

What Does the Future Hold?• Will the big box tradeshow concept of the 80’s & 90’s

survive?

• Will hosted buyer programs be the norm?

• What is the next generation of events and will we be ready for it?

Page 36: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

80+ Events Per Year

International for Profit Competition

“The easyFair concept gets back to trade show basics – but in the modern context”.

Page 37: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

“Efficient Collaborative Retail Marketing (ECRM) provides Business Solutions by integrating Process, Vision and Technology. Comprised of category & season specific Efficient Program Planning Sessions (EPPS), ECRM is helping retailers and manufacturers improve sales, reduce expense, and go to market faster and more efficiently”.

Domestic for Profit Competition

50+ Events Per Year

Page 38: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

What are you doing differently now - externally - to strengthen your show?*

45%

29%

11%

15% Providing executive attendees with personalized programs

Outsourcing more in-house projects /procedures to improve results

Changing the format of your show (hours, days, co-location)

Using the web to increase the “duration” of your event

Future of Tradeshows

* Asked of 180 executives at ECEF 2009

Page 39: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

What’s Next?

• Show Producers – charge per NSF or for _______?

• General Service Contractors – how to diversify from drayage?

• Exhibitors – more vocal and signing up/paying later – our response?

• Venues/Cities – the German model?

Page 40: Reinvent Your Tradeshow:  Nurture Your Exhibitors for Success

Questions?