Training exhibitors…whose job is it?

#Expochat topic for Wednesday, May 15, 2013 – 3pm ET/noon PT

Today’s archive is now available for download as a PDF (tweetdoc was acting up so the archive is backwards…scroll to the bottom and read up…starts at the top of page 24) – TweetChat – #expochat

Show organizers are often lamenting the fact that many exhibitors don’t come to shows prepared for the type of selling and marketing environment that is the show floor. We’ve all seen booth staffers who sit behind a table with their head in their phone or staffers who spend more time talking to their colleagues and the booth staff across the aisle than they do the attendees walking the aisles.

Then there is the issue of poor pre-show marketing, lead follow-up and even getting people to read their show manual.

Back in the day many shows would offer booth staff training but it was often the day before the show and not only did no one show up but by that point it’s almost too late for the lessons to sink in. Not to mention the fact that the people who really need to attend the training are often the ones who think they don’t need it.

So whose job is it to make sure exhibitors and their booth staff is properly trained? Should show organizers do more to provide the training they need? Or should they just be left to their own devices? Is it enough to give them a list of resources and let them pay for it themselves or should show organizers be spending the money to provide the training? How do you convince busy exhibitors that taking advantage of training would give them a better ROI? How do you deliver that training?

This is what we’ll be discussing this week on #Expochat

Exhibitors – join us and let us know what resources you would use and how you would like them delivered

Show organizers – join us and let us know what has and has not worked for you in the past.

Industry partners – you’ve seen it all…let us know what you’ve experienced…what works and what doesn’t.

Sadly I could not embed this video but enjoy it by clicking on the link…

Emmy Training Day [with Melissa McCarthy and Joel McHale] – watch more funny videos

How do we communicate the value of trade shows part II

ExpoChat topic for Wednesday, May 8, 2013 3pm ET/noon PT

The archive for today’s chat is now available for download – How-do-we-communicate-the-value-of-trade-shows-II

A couple weeks ago we talked about communicating the value of trade shows to exhibitors and sponsors (we ran out of time so we decided to tackle the attendee side today). This week we’ll be talking about how to better communicate the value of our trade shows to attendees.

This is the second part of the follow-up to a previous chat – Defending Trade Shows.

Today we’ll dig deeper into that discussion and try to uncover ways we can communicate show value…other than talking about free drink tickets. This discussion fits nicely in with our topic last week about the differences in Gen X and Gen Y attendees. One size does not fit all.

Q1. What type of information does an attendee need about a show that will help prove the value in attending?

Q2. One reason people come to a show is to be educated…how do shows deliver education they can’t get elsewhere?

Q3. Another reason attendees attend shows is to find new products and services…what are ways we can help them do this more effectively?

Q4. What resources can show organizers deliver/create that will help attendees do a better job measuring their ROI in the show?

Q5. What R ways we can communicate better w/our attendees/potential attendees? (find them, message medium, get their attention, etc.)

Enjoy some vintage Adele singing “Crazy for You” at the Montreux Jazz Fest (2008)

What do Gen X and Gen Y want from our shows?

#ExpoChat topic for Wednesday, May 1, 2013 3pm ET/Noon PT

The archive is now available for download – Reaching-Gen-X–Gen-Y-at-our-events

The Dutch got a new King yesterday and while that is pretty cool, there’s much more exciting news coming out of Amsterdam. Amsterdam RAI recently released a very interesting report, “The future of exhibitions and events according to generations X & Y.”

The results show how Generation X (age 35-50) and Generation Y (age 20-35) experience events and what they are looking for. ‘Experience’ being the operative word here and ‘event’ the way forward for the future, with each generation loading these terms with different meanings. Together with TrendsActive and Ruigrok | NetPanel, Amsterdam RAI has created an overview of all these characteristics and preferences. It is sure to inspire all professionals in the event sector as well as being of interest to all who identify with generations X and Y.

The exhibition/event medium is in constant development. What started out as a vehicle for sales and product presentations has rapidly evolved into a place where physical communities are created. The rise of virtual meetings and applications has made the shape and content of events more relevant than ever, forcing the organisers of exhibitions, conferences and events to focus on opportunities for connecting to the latest technological and social trends. Amsterdam RAI has studied these developments and is now publishing the results.

Please download and read the report in preparation for today’s chat. Even if you can’t make today’s chat, download and read the report…it’s interesting stuff and filled with ideas for how an exhibition manager can reach both generations.

We’re going to use this study as a starting point for our discussion today. We want ways to reach both generations.  Not just what the show organizer can do but what exhibitors can do in their booths as well. And let’s not just focus on the attendee experience…the folks making decisions to buy booths are very likely Gen X and Y.

Q1. Gen Y is described as “me-centric” how can we use that knowledge to create an experience they want?

Q2. Gen Y is described as “conscious & smart” how can we use that knowledge to create an experience they want?

Q3. Gen Y is described as “a visual culture” how can we use that knowledge to create an experience they want?

Q4. Gen X is described as being “cynics” how can we use that knowledge to create an experience they want?

Q5. Gen X is described as being “pragmatic” how can we use that knowledge to create an experience they want?

Q6. Gen X is described as being “family focused” how can we use that knowledge to create an experience they want?

Since we’ll be talking today about Gen X and Y–I figured we could have a little fun making fun of the boomer generation…

Labor Unions and Trade Shows

#ExpoChat topic for Wednesday April 24th 3pm ET.

The archive of today’s chat is now available for download – Unions-and-Trade-Shows

This week’s chat motto will be think first, then type.

Dana Freker Doody (@TheExpoGroup) will be moderating this week’s chat.

We will be joined on April 24 chat by some Tweeps representing unions. If you have other questions please comment below so we can work them in.

Q1 Has the role of labor unions changed? (what jobs are they doing? Are those jobs changing?)
Q2 Have the unions changed? (procedures, ideology, value proposition)
Q3 How do labor unions help the industry?
Q4 How do labor unions present challenges to the industry?
Q5 Could the industry exist without unions?
Q6 Should the trade show industry support rule changes (like McCormick Place) that bring down costs for exhibitors?
Q7 What will be the future role of labor unions as the industry changes because of the encroachment from digital and other competition to the industry?

Please watch before the chat to put you in a cooperative mood! Who doesn’t love classic Sesame Street???

How do we communicate the value of Trade Shows?

The archive for today’s chat is now available for download as a PDF – How-do-we-communicate-the-value-of-trade-shows

ExpoChat topic for Wednesday, April 17, 2013 3pm ET/noon PT

This week on #ExpoChat we’ll be talking about how to better communicate the value of our trade shows to attendees and sponsors/exhibitors. This is a continuation of our last chat – Defending Trade Shows.

I (@tracibrowne) was a bit disheartened after that chat. I presented real questions that exhibitors had posed to me questioning the value of continuing to exhibit at shows they felt were not delivering the results they needed. These were senior level marketing people who understand measurement and actually do it. There biggest complaints were that shows were no longer delivering a good audience. What I heard in the chat was platitudes…quality over quantity.

Well that’s just not enough of an answer. Today we’ll dig deeper into that discussion and try to uncover ways we can communicate show value…ways that are more than just saying, well attendance is down but the buyers are there…we are giving you an audience of quality. Because one size does not fit all.

1. What type of information does an exhibitor need about who is attending a show that will prove the value of that attendee?

2. How can we get that information from our attendees?

3. Is there other value a trade show organizer can deliver to exhibitors…something other than just butts in seats?

4. What resources can show organizers deliver/create that will help exhibitors do a better job measuring their presence at the show?

5. What are some ways we can communicate better with our exhibitors? (finding the right point of contact, message medium, one-on-ones, etc.)

When “because I said so” just isn’t enough…

Project Trade Show Runway

ExpoChat topic for Wednesday, April 10, 2013 – 3pm ET/noon PT

Let’s dissect fashion shows, catwalks and models walking the trade show floor. We will consider any mammal to be a model for purposes of this discussion, and any showcase of said mammals with merchandise somehow affixed to them or represented upon them to be a “fashion show.” Basically — how can show managers and exhibitors harness the power of the fashion show to create excitement about the products and services of their industry? And no complaining about “my company isn’t in retail” or “we sell services not products.” We need to get creative so we are going to Brainzoom this one.

The trade show fashion show
Q1   How could we do more?
Q2   How could we do less?
Q3   In what ways have we seen it?
Q4   Is there a way to turn it upside down?
Q5   Is there a way to introduce it?
Q6   How could we simplify things?

We used this format last summer (inspired by @brainzooming) To read more about this creative process check out that chat’s page here

 

Defending Trade Shows

#expochat topic for Wednesday, April 3, 2013, 3pm ET/noon PT

Today’s #expochat archive is now available for download – Defending-Trade-Shows

This past week I had a couple of very interesting conversations about trade shows with VP and C-level execs. They had some tough questions about their industry shows and after listening to them it was hard to be the trade show cheer leader…at least in these instances.

Then there was this thought provoking post by Dave Lutz “Five Symptoms That Your Expo Is About To Fail”

So this week I’d like to post to all of you the comments/questions that were posed to me and see how you would respond. These were from people having trouble justifying attendance at shows…and yes, they do a good job tracking any leads coming from the show and are very well known in their space.

C1 We are seeing less and less buyers at our industry’s biggest show. Seems like attendees are exhibitors and association chapter leaders paid to attend.

C2 We spend $20,000 + on this show and get just 5-10 good leads, but we worry about pulling out and not being seen…what should we do?

C3 Attendees say the association doesn’t have it’s finger on the pulse of the industry anymore, education is down and nothing new on the show floor.

C4. Trade shows are just so expensive, I’d be better off spending that money flying to our best customers and taking them out to dinner/spending quality time with them.

(I’m was a huge fan of 80s music…in the 80s anyway…how do I not know this song???)