When You Change The Way
You SEE Tradeshows…
Tradeshows Will Change For You
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3 Tradeshow Benefits
to Embrace Rising Gas Prices
It’s no surprise that oil prices
are rising through the roof, bringing the cost of gasoline and
aviation fuel along for the ride.
This morning’s newspapers report that $7 a gallon gasoline
might be on the horizon - a staggering number that has dire implications
for almost every industry, from travel to agriculture, biotech to
capital equipment.
What, you may be wondering, does this have to do with tradeshows?
Let’s not mince words. This situation creates a double-whammy
for exhibitors. Not only will it cost more money to transport you,
your team, and your exhibit to and from the show, but there will
be fewer attendees at the show.
Some organizations, considering this, might make the decision
to forgo the show. Higher costs, fewer attendees -- it seems like
an easy decision to make.
Easy, but wrong.
Here’s the top three reasons this is NOT the time
to skip the show:
1. Less Competition
There’s no doubt about it: some companies ARE going to skip
the show. There will be fewer exhibitors, which means your exhibit
will be more visible by default. Savvy exhibitors will have a plan
to capitalize on this opportunity.
2. More Time
The less exhibitors attendees have to see, the more time they have
to spend with each exhibitor who is there. This gives you a great
window to begin or reinforce that relationship. Having a few extra
minutes can make all the difference in the world.
3. Better Prospects
With the costs of attending the show rising, weaker prospects --
the group that comes to kick tires, take up your time, collect
premium items and never buy anything -- are less likely to attend.
A greater percentage of show attendees will be focused on doing
business.
Can Philanthropy Save
Your Marketing Dollars?
Doing
good for goodness’ sake is fine, but what if you exhibit could
benefit from your benevolence? Ever since American Express
Co. coined the term “cause-related marketing” in 1983,
countless corporations have been jumping aboard the do-gooder express,
bound for the PR holy land. Exhibitors have also begun to harness the
power of philanthropic activities, which have generated feel-good vibes,
boosted booth traffic, attracted media attention, fostered staff/attendee
interaction, and even cut costs in the process.
Secure Computing Corp., a provider of Internet-security software and appliances
in San Jose, CA, didn’t initially have philanthropic goals in mind
when it began planning its booth for the 2007 RSA Conference in San Francisco.
Rather, a mandate from its new senior vice president of marketing demanded
the trade show team increase visibility while cutting costs by 25 percent.
Scratching their heads for a solution, the team met for a marathon brainstorming
session. Collectively, they figured attendees had more pens, T-shirts,
and stress balls than they’d ever need. So Secure Computing figured
it could save the cash it typically spent on branded giveaways and ask
attendees to drop other exhibitors’ swag into a simple $7 garbage
can. If attendees filled the can by the end of the show, Secure Computing
promised to donate the can’s contents to a local children’s
hospital along with a $10,000 check. The company historically spent at
least that, if not more, on giveaways; plus, it hoped the activity’s
PR and traffic-building benefits would far outweigh the tax-deductible
$10,000 donation.
In addition to goal lines on the garbage can that marked attendees’ progress,
the can featured inexpensive graphics that explained the activity — dubbed
the Tchotchke Tchallenge — and prompted attendees to fill it
to the hilt with whatever they could find.
By
the end of the show, attendees had filled the can to overflowing, so
Secure Computing gave the items and a $10,000 check to the University
of California, San Francisco Children’s Hospital. As anticipated,
it was money well spent, as the Tchotchke Tchallenge generated show-wide
visibility and repeat attendee visits. Plus, Secure Computing cut its
total-booth costs by 25 percent and generated a whopping 210 leads, 10
percent more than its goal.
The
strategy was so successful, in fact, that Secure Computing recycled it
at Interop 2008 in Las Vegas. This time the Las Vegas chapter of The
Children’s Heart Foundation received the Interop tchotchkes and
the $10,000 check. At show’s end, Secure Computing had generated
445 leads, more than double its total at RSA. Plus, the activity generated
press attention, resulting in articles in Network World, Information
Week, and Secure News, among others.
For seven other exhibitors who demonstrated how charitable activities
can provide hard results along with philanthropic warm fuzzies see the
entire article here.
Best Hotels for Penny Pinchers
Want some bang for your buck? Here’s how the cheap sleeps
stacked up in the eyes of 13,335 business and leisure travelers who
participated in a recent J.D. Power and Associates study.
Economy/budget hotel chains (average daily room rate of $63). For the
third year, Fairfield Inn by Marriott ranks highest, performing well
in areas such as reservations/check-in, guest rooms, hotel services,
and departure experience. In order, here’s how the other top budget
hotels rate: Microtel Inns & Suites, Motel 6, Super 8 Motels, and
Budget Host.
Mid-price hotel chains with limited food service (average daily room
rate of $75). Top-ranked Hampton Inn scores highest in reservations/check-in,
hotel services and departure experience. Other above-average performers
are Country Inn & Suites, Drury Inn, Holiday Inn Express, and Sleep
Inn.
Mid-price
hotel chains with full food service (average daily room rate of $83).
Courtyard by Marriott takes top honors. Hilton Garden Inn, Wyndham Garden
Hotels, Holiday Inn Select, Holiday Inn Hotels and Resorts and Four Points
by Sheraton also rank above average.
Extended-stay hotel chains (average daily room rate of $89). Homewood
Suites by Hilton tops this category, with Residence Inn and Hawthorn
Suites ranking at or above average.
Did You Know….?
New tech trade
show to launch in
September 2009
According to geek.com, a new technology trade show – which
claims to be better than the Consumer Electronics Show (CES) – will
make its debut at the Orange County Convention Center North/South
hall in Orlando, Fla.
The show, Robot, Gizmo & Gadget (RGG) Show, will be held for
four days and is scheduled to open in September 2009 during Labor Day
weekend. The trade show is set to begin on Sept. 4, with the last two
days open to the public. Registration for the public will be onsite.
Key speakers are expected to include Bill Gates and Michael Dell.
The show will feature electronics, including cutting-edge vehicles,
e-commerce, robots, consumer electronics, and cell phones.
By
the end of the show, attendees had filled the can to overflowing, so
Secure Computing gave the items and a $10,000 check to the University
of California, San Francisco Children’s Hospital. As anticipated,
it was money well spent, as the Tchotchke Tchallenge generated show-wide
visibility and repeat attendee visits. Plus, Secure Computing cut its
total-booth costs by 25 percent and generated a whopping 210 leads, 10
percent more than its goal.
Mid-price
hotel chains with full food service (average daily room rate of $83).
Courtyard by Marriott takes top honors. Hilton Garden Inn, Wyndham Garden
Hotels, Holiday Inn Select, Holiday Inn Hotels and Resorts and Four Points
by Sheraton also rank above average. 