Cyn

So here’s my question for you. If I’ve not agreed to do work with you yet and you’re a vendor that has a product or service that might interest me, what should I call you…before we’ve agreed to work together. Should I still call you my partner even though we’re not in a contractual relationship yet? Just curious if you have any thoughts about that.

I am so glad you wrote the Where’s Waldo post! And as you probably know by now, I am also one of those suppliers that “get it” and I view the Waldo stripes as a jail sentence.

For those of you who don’t know me – I am Debra Roth and I own a company called Pink Inc. We build Creative Fabric Solutions – primarily tension fabric structures for Event Design, Exhibits and Architectural installations. I met Jeff online through the social media – Twitter in particular in the #eventprofs group – an open group of like-minded event professionals that exchange ideas and network together.

For the most part in the larger trade shows that I participate in as a vendor or supplier (as show management likes to call us) the perception is that we ARE low man on the totem pole. Those stripes identify us as folks to: Watch out! Don’t engage! Here comes the pitch! DUCK!!!!

Often education is double booked with the trade show portion of the show. (We have to set up and tear down too!) And when it isn’t, rarely are there sessions that would include the suppliers – there are rarely sessions directly addressing – how suppliers can work better with the conference participants – Most show organizers do not ask what we would like to see or do. OR what if there was actually a supplier education track. Oops I forgot that is a different trade show!

There is NO incentive for the Conference Participants to even come into the trade show hall. We are all booked so tight that when there is a free hour the participants have to run to check their email, do some work or maybe even relax or go into the fresh air.

And if it is a 6-8 hour a day show us suppliers are tired of standing all day in a brightly lighted hall talking to new and existing clients. And since this economic downturn it has made it worse – now we wonder where everybody is? We all spent A LOT of money to be here – and yes all of us suppliers become good friends….gotta talk to someone! (Especially on that last day of a 3 day show!)

There is often very little deliberate interaction – a setting up of meetings – although we are starting to see focused hosted buyer sessions – one on ones with buyers and sellers. Pre-determined meetings that are set up before anyone even gets on site.

The trade show model is changing – In the last few years I have turned to smaller shows where there is more of an even playing field. However – I think that is for another post! (I do see a change now and I DO have lots of ideas and observations!)

Those of us who exhibit are often called vendors – and in some cases suppliers, again – cementing that we are only here to supply you with something and rarely are we considered Sponsors, Partners or even Masters of our forms. Even though we ARE sponsors – paying a large part of the conference to subsidize the educational portions – we are not viewed as helping the industry – just those pesky people that want to sell us.

I prefer to be referred to as a Partner and I view my work as a partnership where I bring in my 20+ years of expertise and experience in events, exhibits and architectural industries. I want your event (exhibit – whatever it is) to be great and I believe it is a reflection on my company when you do great! Your success is my success! Maybe I am a rare “supplier”, a true PARTNER who continues to learn and share my knowledge. Perhaps I am even a Master of my own particular area. So – to you I ask – what can we do to change this perception? It sounds like you may want to help!

@Tony – Great point about the culture of an organization and how some organizations create barriers for some attendee’s engagement during the conference. I’ve experienced that too.

@Michael – I like what you said that “The challenge may be somewhat driven by the problem of event/education design.” So we as meeting organizers need to think about that point and intentionally design education experiences for all the stakeholders involved.”

Suppliers need to realize that the more they understand what makes an event or conference successful, the more they can move into a consultative sales role, help their clients and close the big fish. They need to attend and dig in with sessions to better understand what’s going to make future events grow and prosper. They need to quit doing dinners where they are entertaining clients named Ernest & Julio Gallo!

This is a great story, with a terrific message. I just wish all of my hotel and supplier friends would read this article, as it’s message is a wake-up call.

So many of our hotel/supplier industry colleagues are unhappy that there aren’t enough “planners” at industry events, whether they be chapter, regional or national. Yet, to your point, you attend a large conference, and many of them are nowhere to be found while the education sessions are occurring.

That challenge may be somewhat driven by the problem of event/education design. But, the first rule of customer interaction excellence is to go where your customers are and engage with them. They just need to get engaged, and get into the conversation.

That is why this story, of Megan Maharry, is so heartwarming. She gets it! I actually hope to have a chance to do business with her.

Thanks for calling out this topic, I actually plan to write a blog article on this subject as well as I think we need to start shepherding more of our hotel/supplier partners into our discussions.

@michaelmccurry