The Future of FacetoFace: BIG New Ideas Moderator: Adam Schaffer, Publisher, Trade Show Week Lawrenc

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The Future of Face-to-Face BIG New
IdeasModerator Adam Schaffer, Publisher, Trade
Show WeekLawrence Dvorchik, General Manager,
Self Service Expo, KioskComKristofer Herlitz,
Vice-President, The Herlitz CompanyDan Ligorner,
COO, Edgell Communications
3rd ANNUAL TRADE SHOW SUMMIT

• Trade Show Summit is sponsored by

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The Future of Face-to-Face BIG New Ideas
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PanelistsLawrence DvorchikDan LigornerKris
HerlitzAdam Schaffer
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GROWING SHOW FUN FACTS!
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TSW Fastest 50TSW 200TSW Q1 2007Report
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Tradeshow Week Fastest 502006 WinnersAssociati
on 16For-profit 31Consumer 3TSW 200 26
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Tradeshow Week Fastest 502006 Winners1st
time 222nd time 123rd time 104th time
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Tradeshow Week Fastest 502006 Winners14 will
take place in Las Vegas in 2007Hint Only two
of those shows took place in a different city in
2006 (New Orleans San Diego).
AND 45 OF THE 2006 TSW 200 SHOWS TOOK PLACE
THERE AS WELL!
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catersource Conference Trade Show, increased
45.9 percent in net square footage and 71 percent
in exhibiting companies (also a 2006 TSW Fastest
50 winner)Imaging USA, increased 47.5 percent
in exhibiting companies Outdoor Retailer Winter
Market, increased 31 percent in professional
attendance Golf Industry Show, increased 31.9
percent in professional attendance
Q1 2007 DATA Of the 115 shows included in
this report, eight grew more than 30 percent over
the same period in 2007, by at least one index
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The Work Truck Show NTEA Annual Convention,
increased 33.4 percent in professional
attendanceThe ASI Show Orlando, increased 33.6
percent in professional attendanceAFCEA/U.S.
Naval Institute Western Conference Exposition,
increased 59.1 percent in professional
attendanceCattle Industry Annual Convention
Trade Show, increased 61.7 percent in
professional attendance
Q1 2007 DATA
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TSW 200 DATA 5-Year CAGR (Compound Annual Growth
Rate) Ranked by Total Net Square Feet
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? Constantly test new lists ? Consummate as
many relationships with industry associations
and have them be your ambassador ?
Concentrate on the pre-reg list to ensure they
are coming ? Special areas/features ? Spend
quality time correctly identifying the target
audience (buyers) ? Killer dynamic content
and keynotes ? Special events, contests,
giveaways and awards
LAWRENCE DVORCHIK
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? Targeted imagery to match varying segments in
the brochure. The right imagery helps to ensure
potential attendees open a direct mail piece and
read the targeted copy ? Build an exclusivity
buzz on the floor. While not everyone can be
invited, an exhibitor can send an invitation to a
select group of people ? The exclusivity and
the idea that there is something not everyone
will get to see creates a buzz for the entire
show floor ? Growing industries align with
associations and put specific pavilions on the
floor targeting their members ? CLEAN YOUR
DATABASE! ? Constantly get new names and emails
to target ? Send email with fax back reply
form for more information
LAWRENCE DVORCHIK
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? On your marketing piece either leaving off a
call to action or having an error in it.
(mistyped url, phone , fax .) ? Have
someone proof your pieces who is not intimately
involved so its a fresh pair of eyes ? 800
to call for registration info on the brochure
that was disconnected ? Bright yellow text in
the brochure could not read any of it
LAWRENCE DVORCHIK
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? Sustainable model that is audience-focused
rather than sponsor-focused, even if it means
leaving revenue on the table ? Focus on
audience development Tracking relationship and
level of participation of our audience and using
that information to more effectively market
(includes integration with our circulation
database) ? Differentiation through execution
and attendee experience With all the clutter and
competition in the event space, differentiation
is critical to long term success. We achieve that
primarily though reverent attention to detail in
execution and creating a memorable on-site
experience for attendees both professionally and
personally ? Educating attendees and sponsors
on how to get maximum value from our events, as
they are formatted differently than most in our
markets ? Proactively setting and managing
sponsor expectations, and going above and beyond
to then exceed them
DAN LIGORNER
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? Never being comfortable Its important for
the team to celebrate successes. Its more
important to the business to constantly drive to
improve. An important balance ? Meaningful,
actionable content Survey your audience. Learn
whats important to them today and moving
forward, then deliver content around those topics
that they wont get anywhere else, particularly
not at the next event two months down the road.
Be provocative and stir debate. Focus on tangible
takeaways ? Take enjoyment in the process
This is a whole lot easier said than done, but
youre basically throwing a big party during
which attendees have an opportunity to learn how
to do their jobs better and share ideas with
peers. Force yourself and your team to emerge
from the details and whack the piñata a few
times. Its healthy for you and comforting to
your guests
DAN LIGORNER
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? Holding on too long to a flop. For new events
or new ideas, set incremental goals and
benchmarks. If youre way off track, cut bait as
future projects will suffer and other goals will
slip ? Abandoning other core products among
flush sponsorship support and revenue ?
Short-sightedness from a business process
standpoint One-offs are risky as scale is
critical to profitable growth ?
Short-sightedness from a sales/revenue
standpoint Trying to make up a Q1 shortfall with
a sponsor-driven custom event jeopardizes
credibility and future success ? Resting on
laurels You may have found a formula that works
but your audience is fickle, your competitors are
hungry and your formula is already getting stale
in one way or another
DAN LIGORNER
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? Move to online exhibitor application submission
process make it as painless as possible for them
to support your meeting. ? Build strong Program
Committee to ensure only top notch content be
THE source of education. ? Keep the reigns on
your Program Chair they may be geniuses in
their respective fields but they are often not
Marketing majors or even sensitive to the overall
picture of the meeting. ? Be consistent and
even handed on your tradeshow floor if you allow
a variance for one exhibitor be prepared for
every other exhibitor to ask for the same
allowance. ? Create a bundle package for
exhibit sales, sponsorship opportunities
advertising pre-show mail list sales, etc. The
more they support the Association the better a
deal they get.
KRIS HERLITZ
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? Choose and listen to a core Exhibits Advisory
Committee (have each industry segment on your
exhibit floor represented) they know what the
buzz on the floor is. ? Incentive pricing
Exhibitors and Registrants alike. Three tiered
early, normal, late. Early registration benefits
everyone, normal is normal, and late we all
literally pay the price with work/changes we
would have rather done earlier! ? Conduct and
continue to conduct comparative market analysis
you will always learn from your competitors even
if it is what not to do.
KRIS HERLITZ
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? Accepting a verbal approval of exhibit floor
plan not stamped by Fire Marshal. Then selling
out exhibits and having Fire Marshal nix many
booths 2 weeks out from the meeting. (Like
signing a hotel contract before hotel is built -
pretty precarious) ? In a rush sent out
materials with incorrect deadlines/information
more hurry less speed. Do it once and do it
right ? Allow too sudden a jump in fees over
previous year. Better a steady increase over
time than period of no increase then a sudden
large increase ? Allow an exhibitor on the
floor whose products/services are not relevant to
the professional interests of the registrant
(i.e. selling luggage to a luggage to a
neuroscientist yes, they use luggage too but is
that what your exhibits are there for?) ? Did
not thoroughly test new online hotel reservation
system opening day glitches popped up
everywhere. Your attendees are not supposed to
be crash test dummies
KRIS HERLITZ
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Q A
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THANK YOU!
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JUNE 12, 2007New York, NY
3rd ANNUAL TRADE SHOW SUMMIT

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