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NAGASA Trade Show Committee:
Effective Trade Show Exhibiting — A Vision
Co-Chaired by Jack Maltby, Jomac, Inc., and Gene Alaura, Olec
Corporation, NAGASA’s Trade Show Committee has started outlining
factors that contribute to a cost-effective trade-show exhibitor
experience. In addition to documenting exhibitor ideas, the committee
is seeking input from both trade show company representatives
and show attendees on their “wish lists.”
| "we are clearly proving to show management that
we want to partner with them to provide constructive enhancements
to the exhibitor experience." |
NAGASA Trade Show committee members recognize that show companies
do not necessarily have complete or much control over any or all
of these listed factors. Included in their exhibitor vision:
- Documented attendee traffic consisting of qualified buyers
versus students, children, and others (understanding the technological
cycle on which the show and attendees’ needs are based
is key to tracking this), including independent verification
of attendee composition.
- Effective marketing and fairly priced attendee tickets prior
to and during the show.
- Equitable manner of assigning booth space.
- Having show company representatives available during show
set-up and break-down to handle any questions or decisions that
might arise between exhibitors and labor or union crews and
provide important information and direction about union rules,
logistical help, and other key details.
- Having a show company representative visit each booth during
the show to allow informal show company/exhibitor interaction
about the event.
- Quiet spaces for exhibitors to sit, talk, and have a beverage/snack
with customers, either on or off the floor in addition to the
main exhibitor lounge.
- Access to easily operated, durable, and fairly priced lead
gathering technology.
- Availability of fairly priced booth packages that include
carpet, two chairs, a waste-basket, 100 volt outlet, and table.
(Additionally, changes to booth furnishings should be made inexpensively
and easily.)
- Availability of on-line booth support arrangements (filling
out several forms with the same information takes time and creates
delays and errors. Booth/ equipment/rental forms should be standardized).
- Flexibility in terms of exhibitors hosting and accompanying
visitors to their booths before and after formal show hours.
- Complimentary badges to any number of booth staff plus free
– or at least very inexpensive – registration fees
and badges for all exhibitor guests, since both of these will
build show traffic.
- Better organized pre-show marketing support programs to help
exhibitors attract attendees to their booths (many times exhibitors
do not have large marketing departments, and marketing support
from trade show companies is helpful).
- Regulation of “hospitality suites” and other invitation-only
or mega-events run by big companies during show hours (these
put smaller companies at a decided disadvantage in terms of
attracting attendees).
The Trade Show Committee plans to develop a total of three lists
for consideration and final publication: the first reflecting
exhibitor desires, the second reflecting trade-show management
desires, and the third reflecting trade show attendee desires.
The final documents will be made available through NAGASA to members,
show managers, and other interested organizations in the near
future.
| ³Our members have expressed concern in reference to trade
show issues for too long for it to not be placed in the forefront² |
“Through the work of our committee,” notes co-chair
Maltby, “NAGASA is moving forward with its proactive dialogue
with show management. By enlisting their input in the process,
we are clearly proving
to show management that we want to partner with them in enhancing
to the exhibitor experience.” Alaura agrees and states that
“as co-chairs of one of NAGASA’s most active committees,
it is Jack’s and my responsibility to see that by working
with staff, our open dialogue continues with show management.
As one of NAGASA’s primary objectives in
1999-2000, we don’t want to risk any issue falling through
the cracks. Our members have expressed concern in reference to
trade show issues for too long for it to not be placed in
the forefront.”
Managers of any trade show in which NAGASA members exhibit are
welcome to participate in trade show committee meetings and sit
on the committee in an advisory capacity. Interested show managers
should contact Peter Brehm or Vickie Braxton Schulz at NAGASA
for more information.
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The Compass || Summer
1999