The Changing Face of Face to Face

1
The Changing Faceof Face to Face

• Presented by
• Gwyn Thakur
• President,
• Effective Marketing

2
State of the Market

• 13,185 exhibitions in the U.S. and Canada
• 204 (197) Computer/applications shows in U.S.,
  349 total
• 594 Computer/Information Systems Seminars in U.S.
  5451 dates and locations
• 80 of IT tradeshow audience is male

3
Trends

• Tradeshow attendance down over 25
• Exhibitors under pressure to justify ROI
• Large horizontal shows at risk
• Increased competition from breakfasts, roadshows,
  seminars, conferences
• Webinars and the technology is improving
• Regional events gaining momentum
• Building brand is dead, generating leads is hot

4
How do exhibitors judge the value of a show?

• Size of show22
• Attendee profile49
• Cost of space4
• Reputation of show management7
• City/Venue16
• TSNN April poll

5
Decisions Decisions

• Run make vs. buy analysis
• Audience acquisition is key
• Companies are plagued by dirty databases
• Voicemail jail and email blocks are obstacles
• 10 response is awesome!
• Go all the way or dont go
• Recycle booth, demos, signs, ads, lead form
• Do NOT start every show from scratch

6
How to produce a balanced event plan

• Map event plan to business plan
• Create balance between all event options
• Pre-show, at-show, and post show planning
• Integrated media programs work
• Conference sponsorships work well
• Buy-in from sales and management is key
• Event plans available for Wireless, Security,
  Networks, Software, Web Services, and Storage

7
How to be an Exhibitionist

• Booth worker training
• 10 minute training video available for 125.00
• Booth duty schedule/enforcement is key
• On floor, off floor activities maximize
  investment
• Special customer programs work
• Trip reports are required
• How to generate the qualified leads?

8
Tradeshow Tips

• Evaluate used booth properties
• Budget guidelines 4X cost of concrete
• tradeshowtips.com

9
Good Event Resources

• Tradeshowbiz.com
• CEIR.org
• TSNN.com (tscentral.com)
• Webisales.com
• Exhibitcorp.com
• Catchpole.com
• Tradeshowweek.com
• Seminarinformation.com

10

• For more information contact
• Gwyn Thakur
• Gwynthakur_at_effectivemarketinginc.com
• 978-266-1399