Retaining Exhibitors: The Case for Added Value

Even with the economic crunch, tradeshow managers still are finding ways to retain their exhibitor bases despite what looks more and more like a recession.

“People are still doing business,” said Margit Weisgal, president and CEO of the Trade Show Exhibitors Assn., and much of that business can be attributed to shows that are finding new ways to enhance the experience for their exhibitors and add value to their shows.

Although most exhibitors are looking for ways to save money, they still want to market their companies' products and services to potential buyers. Meanwhile, many show managers continue to sell out all their available space.

“Based on the discussions we've had with current and prospective exhibitors, they still see the benefit of face-to-face meetings,” said Diane Vidoni, director of conference and tradeshow operations for the Intl. Assn. of Amusement Parks & Attractions.

IAAPA Attractions Expo, No. 35 on the 2008 Tradeshow Week 200 and scheduled Nov. 18-21 at the Orange County Convention Center in Orlando, had an upswing in exhibitors in the past two years. In 2006, it had 451,500 net square feet, 1,055 exhibitors and 11,478 attendees. The 2007 show had 512,738 sq. ft., 1,147 exhibitors and 15,404 attendees. Vidoni said she expects the 2008 show to again have more than 500,000 sq. ft. with between 1,100 and 1,200 exhibitors and more than 25,000 combined attendees and exhibiting personnel.

IAAPA's show isn't the only one retaining old exhibitors or bringing in first-timers either. According to Warren Sellers, president of Sellers Exposition and director of the Green Industry & Equipment Expo, ranked No. 16 on the TSW 200, new exhibitors or returning exhibitors looking for more space quickly fill the spots left by those who don't return. In 2007, GIE+Expo had 831,030 sq. ft., 643 exhibitors and 13,680 attendees. In 2008, Sellers expects to have 770,000 sq. ft. to 780,000 sq. ft. indoors and outdoors, about 650 exhibitors and more than 20,000 total attendees.

“At this point, we're (at) about the same number of exhibitors and the same amount of square footage sold as we had last year at this time,” Sellers said. “We do hear rumblings in the industry about cutbacks, ... but every cutback we've seen so far, we've been able to fill with either a new exhibitor or somebody who wants to expand.”

Show managers interviewed by TSW seemed to agree on one thing: It is the value they offer that brings exhibiting companies back year after year. Most often that value is the opportunity to be there when an entire industry is looking at what everyone else is doing.

Vidoni said, “Many of our exhibitors and vendors are family owned ... so the face-to-face (interaction) is still very important to this industry and, as much as they use technology, ... still seeing everybody at IAAPA is very important ... so, I think, collectively, that will continue even as the economy may go up and down.”

Value can also come in the form of financial savings, as is the case with GIE+Expo, scheduled Oct. 23-25 at the Kentucky Exposition Center in Louisville, Ky. In 2007, Sellers merged his for-profit Intl. Lawn, Garden & Equipment Expo with another show owned by two associations to create GIE+Expo. Practically overnight, the new show was No. 16 on the TSW 200, even as it made it possible for the previous shows' core of about 120 major exhibitors who typically booked space at both events to spend their money on just one. “(The) benefits are just so good for them,” Sellers said. “Being able to spend the money just to do one event and not have to do two events, it's still pretty positive to these guys.”

Specialty Equipment Market Assn. Vice President of Communications and Events Peter MacGillivray said even with the state of the economy, it's in a show manager's best interest to keep the booth-booking momentum going.

“That isn't to say the economy isn't having an impact on the show, or that we're taking the momentum for granted,” he added. “We're working very hard and really committing ourselves to creating value for customers and working with our partners – our hotels in town, our decorator, all the people that .... we collaborate with to put on the show.”

Among those ways are the incentives and deals offered. MacGillivray said he foresees a sold-out convention center and tents in the parking lot for the next SEMA Show Nov. 4-7 at the LVCC. In 2007, the TSW 200 No. 7-ranked SEMA Show had 1,063,970 sq. ft. with 2,203 exhibitors and an estimated 80,200 attendees. This year, MacGillivray said he expects more than 1 million sq. ft., upwards of 2,100 exhibitors and more than 100,000 attendees.

He added, “We're investing quite a bit in education, and we've done a series of a dozen videos on how to be more effective at the show, how to get more value at the show ... (and) how to be more efficient at the show.”

There are other show managers who have thought of video. Jeff Lenard, vice president of communication for the TSW 200 No. 53-ranked Natl. Assn. of Convenience Stores, said his company is filming a series of vignettes to stream on both its Web site and the show's NACSTV. The vignettes, shot from the point of view of an RV traveling from California to the show's home in Chicago, give retailers – and potential attendees – a reason to want to go to the show. In 2007, NACS had 380,000 sq. ft., 1,255 exhibitors and 10,992 attendees. Projections for 2008 were unavailable at press time.

“The goal is to deliver value to retailers so they come to the show and deliver value to the buyers,” Lenard said. “The equation only works if you deliver for retailers and suppliers.”

Some show managers are finding alternative ways to hold on to exhibitors and attendees, and others are offering different types of incentives for first-time and returning exhibitors. Still more are making life easier with an enhanced basic booth package.

“We've raised the minimum drayage,” MacGillivray said. “We (used to) give our exhibitors 500 pounds of free drayage. That's been raised ... to 1,000 pounds.”

Other shows are adding new attendee categories or new exhibitor areas. GIE+Expo, for example, now has categories for power sports retailers, golf course superintendents, education facilities, nurseries, forest and land managers, and parks, recreation, municipalities and cemeteries.

Lenard said NACS is adding a “congreenience” store “to emphasize some of the ways retailers can be green.” He added, “Green only works if it applies to the green in your wallet. So, (we will) not just focus on ... the fad of green, but the trend of green.”