Tradeshows Part of Political Game

Could tradeshows be the next political battleground? Not likely, said organizers whose shows have featured U.S. presidential candidates — but they can be great profile-raisers, for both the candidate and the show.

Campaigning for the 2008 presidential election is well under way. Several hopefuls declared their candidacy more than a year before the first scheduled primary election, and began looking for opportunities to get their messages in front of voters.

For some, that has meant speaking at conventions and exhibitions.

At the Shooting, Hunting & Outdoor Trade Show, political appearances are nothing new.

In 2006, then-Nevada Gov. Kenny Guinn walked the SHOT showfloor in Las Vegas. Congressmen, government officials and members of every branch of the military also regularly attend the show.

"Typically, it's at the invitation of an exhibitor," said Lawrence Keane, senior vice president and general counsel for the Natl. Shooting Sports Foundation, which owns the show.

But the 2007 show in January was a little different. Former Massachusetts Governor and Republican presidential candidate Mitt Romney swung by the show while in Orlando for other commitments.

Keane said he didn't recall another presidential candidate ever attending the annual show, ranked No. 29 on the 2007 Tradeshow Week 200.

"They rang our doorbell," Keane said. "We didn't look for anyone to come."

For some, public appearances like that can be a double-edged sword, as Romney found out. At the SHOT show, he stated he was a lifelong hunter. However, published reports revealed he'd only been on two hunting trips in his life. Later, a spokesman said Romney hunted rodents and rabbits on an on-going basis.

Keane said he'd known Romney for years, partly because of Massachusetts' large number of gun manufacturers, including Smith & Wesson, one of the world's most recognizable brands.

"He was warmly greeted by folks (at the show)," Keane added.

Romney was at the event for about two hours, then left to fulfill other engagements.

Keane said it's helpful and important to have major political candidates at SHOT show, but it shouldn't be interpreted as an endorsement of a particular party or candidate.

"We were happy to have an opportunity to educate the (former) governor of Massachusetts," he added.

While there, Romney got the opportunity to hear from exhibitors and attendees about a specific issue — the right to bear arms, always part of the political debate among presidential candidates.

"It was an opportunity for Gov. Romney to meet and hear from the many decent men and women who safely use firearms," said Alex Burgos, spokesman for Romney's presidential campaign.

And SHOT wasn't the candidate's only tradeshow appearance.

He also spoke with members in a private suite at the Natl. Religious Broadcasters Assn. Convention & Exposition in February in Orlando, Burgos added.

"We did an informal survey of our members after the convention about having presidential candidates at our convention in the manner in which we did it, and the majority of the respondents thought it was a positive — not a negative — aspect," said Craig Parshall, senior vice president and general counsel for the broadcasters association.

Romney's not the only politician finding tradeshows good places to be seen.

Fred Thompson, U.S. senator from Tennessee from 1994 to 2002 and "Law & Order" actor, was the featured speaker at the 2007 Natl. Restaurant Assn. Restaurant Hotel-Motel Show.

Although at press time Thompson hadn't officially thrown his hat into the ring as a candidate for the Republican presidential nomination, the media and political observers were speculating that he probably would.

Thompson's speech, "Traveling in Strange Circles — From Watergate to Hollywood to the U.S. Senate to Law & Order," was billed as an inside look at politics, Hollywood and his life.

"We are always looking for a top-of-mind personality and diverse viewpoints as keynote (speaker)," said Mary Pat Heftman, restaurant show manager. "The restaurant industry is the largest private-sector employer, so varying viewpoints are important."

He's not officially on the campaign trail, but former President Bill Clinton has also made several keynote speaker appearances that help raise visibility for Hillary Clinton, the U.S. senator from New York who is seeking the Democratic presidential nomination.

At ASI Philadelphia, Clinton's keynote speech centered more on the environment, global diplomacy and health care than on his wife's presidential aspirations.

"It is not very often that people get to hear directly from the former president of the United States and have an opportunity to ask him questions," said Matthew Cohn, president of The ASI Show. "He is simply one of the most influential people in the world, and he attracted attendees and provided ASI members with insights, business tips and humorous anecdotes that they could not have experienced anywhere else."

Clinton isn't the only politician featured during one of the five ASI Shows that the Advertising Specialty Institute holds around the United States each year. He was paid by ASI for his appearance.

Former New York City Mayor — and now candidate for the Republican presidential nomination — Rudy Giulliani has spoken at ASI twice. Former Secretary of State Colin Powell has also made an appearance.

"In the case of considering former President Clinton, we got a good amount of feedback — both good and bad — from our members," Cohn added. "Most members were thrilled and looking forward to having him speak at the show directly, but there was also a group who did not like the choice for a variety of reasons."

He said booth sales spiked immediately after Clinton was announced as the keynote speaker for Philadelphia. Three exhibitors considered influential companies in the promotional products industry were among those who committed. Following the announcement, pre-registration increased by a double-digit percentage compared with the previous year, according to Cohn.

"Even though we have been lucky to have world leaders on our stage, we actually do not have speakers who are too far to one side of the political spectrum," Cohn added. "The ones that have been active in politics in the past do not necessarily focus much on the typical political issues of today."