Stephanie Corbin

Could Free Be the New Model?

I think discounts are good. I’ve mentioned this before. 

But I recently read a blog on the American Society of Assn. Executives & The Center for Assn. Leadership’s Web site that suggests taking that principle one step further: free.

The author, Joe Rominiecki, who is the managing editor for newsletters at ASAE & The Center, makes an interesting point for associations: Why not give away meetings free to first-year members? I think the logic is sound that those members will see the value proposition and become repeat attendees. I also think that by going once for free, they’ll be able to better describe to their employers just what they would gain from attending.

When I read it, I immediately wondered if there was a way to take this idea into the straight business-to-business tradeshow world. Is there a way to make admission – or the cost of booth space – free to attract new attendees and exhibitors? How much of an expense would it be for show managers? Would it be a benefit in the long run? Could making either the conference sessions or tradeshow admission free for people attending both increase the draw of the show?

I think it depends on the show, but it could be worth it. My thought has always been that if someone knew how valuable a tradeshow would be for them, they’d wonder why they hadn’t done it sooner. Offering some sort of freebie would just get exhibitors and attendees to that mindset sooner.

I’m not advocating giving away everything for free – or am I? One of the shows that tried free attendance – for everyone, not just first-time attendees – is the Greater New York Dental Meeting, a 2009 Tradeshow Week Fastest 50 winner and ranked No. 136 on the TSW 200. Show management has said eliminating admission fees was one of the smartest things the show did.

It’s no shock to anyone out there that the show model is changing. I’m not sure where it will end up, but the success of a show won’t depend on how much space a show sells. Massive amounts of showfloor space won’t be how shows make money. I’m waiting, with bated breath, for someone to figure out exactly how a show will look when this thing is over.

Posted by Stephanie Corbin on November 9, 2009 | Comments (1)