Advocacy and the Evolutionary Leap: Envisioning Change at TSEA’s Red Diamond Congress 2011

Some things never change. Then everything changes. That is the way of the world in today’s face-to-face marketing environment. The resilient group of marketing and management professionals who attended TSEA’s Red Diamond Congress 2011, July 31-August 3 in Orlando, advocated for change and pushed for innovative solutions to the ongoing challenges that make life hard for exhibitors.

 People from different industry segments discuss issues and options 

Out of the sometimes heated debates came new ideas—some viable, some not—for resolving  tough problems such as service order snafus, unverified attendance, and undervalued event marketing. From one-stop-shopping for exhibitor services to virtual events for 360 lead generation, no idea was too offbeat for consideration.

Setting aside their differences, exhibit managers, show organizers, service contractors, and  suppliers used the PowerPoint-free, interactive sessions to explore ways to control costs, reinvigorate ROI, and demonstrate value. Here are a few standouts:

• Service Order Portals: Inspired by the PACK EXPO Services (PES) model, which packages services in a one-stop shop, exhibitors asked for a standardized Single Sign-On system with auto-fill forms for ordering services and receiving confirmations.
• Customer-centric Service: Organizers could help reduce confusion and surcharges during  move-in by automatically tracking who has not ordered essential services and sending timely reminders, and deploying more customer service reps on the show floor.
• Access to Registration Data: Organizers contend that no one asks for third-party attendance audits. Exhibitors say they are entitled to verified numbers. The alternative? Give exhibitors access to the registration database so they can do their own analysis.
• All-inclusive Packages: Why stop at drayage? Exhibitors want predictable prices so they  can budget accordingly. Fees tiered by square foot or weight could include drayage, rigging, carpeting, installation, and dismantle.
• Flexible Brand Messaging: Cast aside brand manuals and style guides. To create a high-impact exhibit, event marketers should be able to come to an agreement with the internal “brand police” about what rules can be broken in the trade show environment.
• Virtual Trade Shows: Many an online marketplace has been tried and died since the  concept emerged more than a decade ago. The latest spin introduces expert search engine optimization and rich media to drive traffic to an incentivized “interactive buyers guide.”

What are the prospects for success, if stakeholders in face-to-face events implement these strategies and tactics? Those who have tested the waters claim some surprising results. PMMI’s  Chuck Yuska says the $4-per-square-foot PES package saves the largest exhibitors about $60,000 per show. (Never mind that PES went $2 million over budget its first year.)

A drop in the bucket by comparison, one show organizer spent $35,000 for an attendance audit, and no one asked for it. And there’s this from Randy Selman of OnStream Media: Selman claims a properly promoted virtual trade show can reduce an exhibitor’s cost per lead by 90 percent.

 Randy Selman of OnStream Media talks about virtual trade shows

Change is progress, not perfection. The 2011 Red Diamond Congress presented the chance for like-minded individuals — albeit with distinct professional perspectives — to explore the possibilities for improving the trade show experience, not just for attendees but for all stakeholders. Look for more ideas in 2012.

About the Author:

 Cathy Chatfield-Taylor is a freelance writer and principal of CC-T Unlimited . A former editor of EXPO magazine, she has covered the events industry for the MeetingsNet family of magazines, Exhibitor Magazine, MeetingNews, and The Meeting Professional. She was co-editor of the CIC’s Convention Industry Council Manual, 7th Edition, and PCMA’s Professional Meeting Management, 4th Edition. She now writes compelling case studies, white papers, and website content to help technology vendors more effectively market their products.