Readers Speak: Connecting Your Exhibitors
Gary Tufel -- Tradeshow Week, 3/19/2007
Many exhibitors only see each other once or twice a year: at the shows they participate in, or maybe at Exhibitor or TS2. At best, a handful of them serve together on their shows' advisory committees.
Few show managers really facilitate between-show communication among their exhibitors, but operating on the theory that increasing dialogue between their customers can only benefit their shows, some savvy show managers have undertaken other programs and services to keep their exhibitors connected all year long.
Contributing Editor Gary Tufel asked a few of them to describe how they accomplish this.
"(The Consumer Electronics Assn.) works throughout the year on behalf of our members and our (Intl. CES) exhibitors. We produce several events, such as Industry Forum in the fall and Washington Forum in the spring, where we encourage our members to attend, participate, network and conduct business with one another. These small, mostly networking-focused events are designed so that our members and exhibitors can meet face to face.
"In addition, we provide other resources, such as MyCES and SmartBooth, that allow exhibitors to connect with each other before or after each CES. They can arrange meetings with each other ahead of time, or follow up with each other after CES.
"We also conduct a CES Exhibitor Workshop in the fall and invite all exhibitors to attend. Some of our veteran exhibitors participate in panel discussions and share their CES wisdom. This is yet another networking opportunity that we provide our CEA members and CES exhibitors."
Tara Dunion, Director of communications, CEA and Intl. CES
"We look for every opportunity to meet with our exhibitors and to bring them together to provide guidance to us and assistance to each other. In addition to our show management committee, we bring the exhibitors together in the following ways: 1) Exhibitor meeting. This meeting is held to explain the latest show features and exhibitor training. Exhibitors serve as presenters and panelists for many of the sessions to provide insights and pointers to their peers. 2) Planning committees. In addition to the show management committee, exhibitors are appointed to planning committees for exhibit space and rules, registration and housing, marketing and education. These committees give exhibitors an opportunity to direct the planning for the show, but also to meet with their peers to discuss best practices. And 3) the association marketing council. This council brings together the marketing and communications professionals for education seminars on all aspects of marketing, including tradeshows."
Dennis Slater, President, Assn. of Equipment Manufacturers
"While our industry is pretty massive — more than 2,000 exhibitors — it's a pretty tight-knit community. This event-oriented organization has several opportunities throughout the year at association functions and trade events to network. We also have an extensive communications effort that includes a weekly e-newsletter and monthly print magazine."
Peter MacGillivray, Vice president, marketing and communications, Specialty Equipment Market Assn.
