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Imagine the typical conference scene depicting hundreds of people at a convention center doing a variety of interesting meeting and tradeshow things.
Now consider this image is a hand drawn double page spread in large children’s book.
Your task as the reader is to find Waldo, the supplier and exhibitor, at the event hidden in the group. Unlike the famous Waldo with his distinctive red-and-white striped shirt, bobble hat and glasses, Waldo the supplier does not have any distinguishing characteristics. Waldo the supplier looks and acts like all of the other people in the scene. So, where’s Waldo the supplier?
As you intently scan the two-page spread, you realize that the page is full of red herrings involving deceptive use of red-and-white striped objects, just like the real children’s book Waldo. The harder you look, the more you notice that there is really no way to tell who is an attendee or an exhibitor.
Then your eye notices a tiny stripe on each individual’s name badge. Some name badges have green stripes, some yellow and some red. You conclude that attendees have a green stripe, exhibitors yellow and speakers red.
Then your brain notices an amazing pattern. All of the suppliers with yellow stripes congregate in small huddles away from attendees. As you continue to scan the page, you recognize rooms set in theater style with a podium at the front and a speaker. The attendees are all sitting facing the speaker looking at the back of heads of each other. You don’t see any exhibitors sitting with the attendees. The more you analyze the page, the more you detect that the exhibitors rarely are with other attendees, except in the exhibitions hall where they expect the attendees to just come to them.
You chuckle to yourself and say out loud, “Not much different than most conferences I’ve attended.”
A couple weeks ago, Dave and I participated in GaMPI’s Meetings Exploration Conference in Atlanta. At this event, Dave had an interesting observation that reminded me of the “Where’s Waldo” children’s book. He didn’t see many yellow-striped name badge exhibitors attending breakouts. Their absence sent a loud message to attendees. Suppliers want their business, but they don’t want to help them be successful.
As Dave and I presented two sessions on hybrid events, an unusual thing happened. Even though most suppliers are worried about how hybrid or virtual meetings will cannibalize face-to-face events, we found a Waldo, an exhibitor, attending our session. 80% of the exhibitors did not attend any GaMPI education sessions but Megan Maharry, National Sales Director from Disney did. Yes, she could have chose to follow in the footsteps of her exhibitor peers and reply to emails, play Mafia Wars, hang out in their booth or respond to RFP’s that they’ll never win. She wisely chose a different path.
Megan was present in all of the concurrent sessions. She understands that she is in the relationship business and that by attending the breakouts with the planners, she’s growing those relationships and helping attract planners that will later visit her booth. She’s building trust and sharpening her saw so she can better help her clients solve their problems. Megan doesn’t just sell brass, glass and attractions. She sells better meeting experiences. She gets that meetings mean business…that face-to-face matters.
And Megan has a deeper understanding. She really surprised us by asking us the $64,000 question: “How can we help our clients provide Hybrid Meetings along with their face-to-face events? What should we be providing as the venue to support their endeavors?” Wow, that was the right question and she got the right answer too. Megan now has a secret weapon that will help her in her consultative sales approach.
So what makes Megan better than the rest? Is it good training, a genuine interest in helping her clients, a love for the meetings industry or good genes? Dave said “It’s all of the above and I’d put big money on her employer getting more ROI out of their participation in the MEC than their competition.”
The moral of the “Where’s Waldo The Supplier” story? Suppliers, if you truly believe that the meetings and events industry is a relationship business, then you should carefully consider your actions at your next tradeshow. Suppliers don’t build and grow their professional network without taking advantage of participating in every opportunity possible. That includes participating in the breakouts to better understand your customers challenges and opportunities.
As Dave says, “Suppliers, go to more education sessions so you can be more helpful to your clients. You might actually learn something. You might book something. You might even build relationships that pay off for many years.”
What do you think? How can you attract more Waldos in your education sessions? Do you have any advice for the Waldos at your exhibitions or events?
CEIR Report Power Of Exhibitions In 21st Century Review Part II Read part I.
Think left and think right and think low and think high. Oh, the thinks you can think up if only you try! Dr. Seuss
Theodore Gisele, aka Dr. Seuss, had a great idea about thinking. Think differently.
Now apply Dr. Seuss’ thinking strategy to the next event or exhibition that you’re planning.
Think about it from many angles, from top to bottom, to inside out, to before and after, to what’s it all about. Think about who’s attending, who’s not and why. Think about how to do it differently and not repeat what you’ve done on the fly. Oh, the thinks you can think up if only you try.
If more exhibition and event organizers would stop and think before planning their next event, they might come up with more “thinks…if only they try.” Unfortunately, many organizers continue to plan their events the same way they’ve always done it. They expect that the old dog method will lead to new, improved results.
CEIR’s recent report, Power of Exhibitions In the 21st Century: Identify, Discover and Embrace Change from the Point Of View of Young Professionals (those under the age of 40), shows that exhibitions and event organizers can’t continue to “wash, rinse and repeat” and expect the same results. It’s time for event organizers to wash the old strategy right out of their hair and think differently in their planning process, especially if they want to attract Gen X and Y.
Here are six more takeaways from the report that organizers, exhibitors and event professionals can use for improving the planning and executing of future exhibitions and events.
1. Event Web 2.0-enabled sites are a necessity, not a luxury.
Websites and conference eCommunities are the gateways to an organization and its events. 73% of young professional respondents interviewed created a must-see list of exhibitors before attending the event. Unfortunately, most ranked current event Websites poorly as disorganized, outdated, incomplete and not user friendly.
Suggestion
The online event eCommunity and Website with show floor plans and exhibit descriptions is a must. Having this available before and after the show as well as via mobile devices is a no brainer. Similarly, organizers must give more attention and investment to the event Website by making it more user-friendly, robust, vibrant and updated regularly.
2. Stop the selling madness!
Gen X respondents who attended an exhibition feel there are too many sellers and not enough buyers. They also feel that there is too much pressure from sales people who staff the booths.
Suggestion
Younger generations do not appreciate the hard sell. Exhibitors should endeavor to explain to younger attendees what they are offering and what they are capable of without pushing a sale. Tricking them into scanning a badge to enter a drawing is not a best practice for gaining trust. They want transparency.
3. Age discrimination will cost you! Let no one despise their youth.
Many young professionals expressed age discrimination, ignored by show exhibitors because of their age. This mistake can cost an exhibitor future sales. While these individuals may not have the final purchasing decision for their employers, two-thirds do have the power to make recommendations and influence the buying decision.
Suggestion
Event organizers can work with exhibitors to help them understand that young professionals heavily influence the purchasing decisions of their employers. Organizers can also help exhibitors learn new sales approaches like consultative and relationship sales.
4. Interactivity and engagement are imperative.
Young professionals have a strong preference for interactive exhibits versus static exhibits. They also want interactive educational sessions where they can discuss content with each other versus monologue, lecture-style presentations.
Suggestion
Organizers should recommend that exhibitors consider hands-on, interactive elements to attract younger professionals. Exhibits that combine high-tech with high-touch and use virtual gaming components will be successful. Session presenters and facilitators that use hands-on, activity based efforts that allow attendees to work together collaboratively and discuss issues are also important.
5. Content is king and human interaction is queen.
38% of respondents considered the educational sessions the most important component of the exhibition, over the exhibition, social events and networking. Nearly nine in ten that attended a recent exhibition participated in an education session. The content of the session was the most influential element while the session title and speaker had the most influence on Millennials. 35% said they go for the networking. Both Gen X and Y stressed that they want to interact and learn from each other and industry veterans.
Suggestion
Organizers must spend as much time on planning the event program as they do on the logistics. They should secure industry veterans that can give short presentations and facilitate discussions. Providing relevant, exclusive content with appealing session titles and descriptions that accurately reflect the presentation is also important.
6. Yours, mine and ours!
Opportunities must be created that permit attendees to contribute their own ideas and suggestions to the exhibition and event. Creating show floor social spaces and lounges with power ports will draw and retain traffic of young professionals. Both of these points gives attendees the feeling the show is as much theirs as it is the exhibitors. Both groups also want wireless access on the show floor and throughout the event.
Suggestion
Organizers should crowdsource event ideas, suggestions and education topics. They should also ask facilities to provide free wireless on show floors and venue for attendees. They should include wireless request in future RFPs. Are facilities better off charging for this or helping their clients satisfy long-term attendance challenges?
Did any of these points surprise you? What resonates with you about your attendees? What changes will you make to your next event to attract and retain young professionals?
CEIR’s Power of Exhibitions In the 21st Century Part 1 41 page report offers a wealth of insight on what Gen X and Gen Y want.
ICEEM (The International Center for Exhibitor and Event Marketing) is hosting a soldout webinar on Wednesday February 17 entitled “Do Young Professionals Think Your Event Sucks?” IAEE and CEIR are providing an archived recording of this Webinar to members and nonmembers for a nominal fee.
CEIR Report Power Of Exhibitions In 21st Century Review Part I
“A trade show is a trade show … I don’t expect anything to change.” Chad, 26.
Imagine this comment came from one of your recent conference attendees. What would you do? How would you engage Chad in a future exhibition or event?
Chad’s negative sentiment is not unusual from others his age. Organizers and exhibitors need to recognize that the exhibitions and event marketplace is on the cusp of a major generational shift and plan accordingly. The long-term health of the show is depending on it!
In October 2009, Center for Exhibition Industry Research (CEIR) released the first part of an 18-month study, Power of Exhibitions In the 21st Century: Identify, Discover and Embrace Change from the Point Of View of Young Professionals. The purpose of the study was two-fold:
- Provide a better understanding of how a new, younger attendee demographic thinks and feels about exhibitions and events.
- Provide a clear blueprint for how to produce exhibitions and events that will create a positive value-added experience for younger professionals.
The CEIR report also explains why organizers and exhibitors must change the way they currently do things if they want to keep young professionals attending year after year. For the purpose of this study, CEIR defined young professionals as those under the age of 40. Generation X are those age 28 to 39. Millennials are those 27 and younger. As a collective whole, these two generations are technology savvy, individualistic and innovative.
Here are five takeaways from the report that organizers, exhibitors and event professionals can use for improving the planning and executing of future exhibitions and events.
1. WOM rules! Especially with your exhibition and event registration marketing.
More than half (52%) of respondents learned about an event from their work colleagues. 88% use social media regularly. Each time an exhibition or event creates a successful brand, the opportunity to improve the overall image of the industry increases with more people saying better things about their experience.
Suggestion
Identify the various exhibition influencers that have large social networks that believe in your event and can help spread WOM. Identify and reach out to key bloggers that will write about the event before it starts. Create blog and Facebook badges for attendees and speakers to post on their individual pages.
2. It’s time for organizers to innovate, think differently and not rest on their laurels.
87 percent of Generation X and Millennial respondents are very to somewhat likely to attend an exhibition in the next two years. Does willingness to attend automatically translate into guaranteed attendance? No.
Suggestion
Organizers have to find ways to convert their willingness into action by meeting more of Gen X and Y’s expectations and needs. (See number 3 and 4 for more tips.)
3. Give away bacon and add more cowbell to create more fans.
There is a large gap between the average number of job-related exhibitions these young professionals had the opportunity to attend (7.6) and the average number of exhibitions they did attend (2.8).
Suggestion
Number 2 and 3 speak to the opportunity of attracting and gaining Gen X and Y’s loyalty. Perhaps it’s time to provide more bacon and add more cowbell. Seriously though, adding more bacon and cowbell can be as simple as helping Gen X and Y meet each other before the event through the event’s eCommunity, providing social lounges on the exhibit show floor complete with recharge stations, and allowing Gen X and Y to help plan parts of the event. All of these suggestions are things Gen X and Y expect according to the CEIR report. (See number 4 for more ideas.)
4. Organizers must increase the value of attendance.
Non-attendees of both generations feel that exhibitions take too much time away from their personal and professional lives.
Suggestion
Organizers need to provide the irresistible offer. How do you do that? Provide exclusive education and content that is relevant to Gen X and Y that can’t be found online. Provide receptions and parties that are open to everyone and nix invitation only events. (Research showed Gen X & Y don’t like exclusive parties.) Provide speakers and entertainers that attract younger generations. Neil Diamond is out. Black Eye Peas is in! Consider business lounges like those in airports that attendees can visit to do some work, connect with the office and call home. Provide Skype stations where attendees can call their family members and check-in with their loved ones.
5. Location, location, location!
Two-thirds of those that did not attend said their reason for not attending was convenience. Two out of ten said the location was a problem. Millennials who attended placed high importance on the fact that the exhibition must be held in a city they are interested in visiting.
Suggestion
Does this mean having your show in Vegas every year is a good or bad thing? Gen X and Y want event locations within walking distance of entertainment districts, night life and other local hot spots. Millennials are known to have a love affair with fine dining, food and wine. Make sure you’re location provides opportunities for their more sophisticated palates and breaking bread with their peers.
Did any of these points surprise you? What resonates with you about your attendees? What changes will you make to your next event to attract and retain young professionals?
Look for more research highlights and suggestions in an upcoming post. Also, CEIR’s Power of Exhibitions In the 21st Century Part 1 41 page report offers a wealth of insight on what Gen X and Gen Y want.
ICEEM (The International Center for Exhibitor and Event Marketing) is hosting a soldout webinar on Wednesday February 17 entitled “Do Young Professionals Think Your Event Sucks?” IAEE and CEIR are providing an archived recording of this Webinar to members and nonmembers for a nominal fee.
By Dave Lutz, Managing Director, Velvet Chainsaw Consulting
Last week Expo Magazine Insights newsletter linked to a Trade Show Exhibitor Association (TSEA) exhibitor housing survey.
The survey’s key findings are:
- 8% of exhibitors believe shows have fair convention housing practices.
- 69% of exhibitors book their hotel rooms through show convention housing bureaus.
- 89% of exhibitors feel that current deposits are not fair.
- 97% do not believe they receive the best rate possible when booking rooms for a convention in the housing block.
- 83% do not feel they have sufficient time to submit names of their company’s attendees for convention housing blocks.
- 31 % of respondents listed one or more specific shows that caused them concern.
After reading the TSEA’s survey results, I held my own unscientific informal survey of association and tradeshow planners…in my mind. Here are the results from my dreamed-up efforts.
- 100% of planners hate paying attrition and blame their exhibitors as the #1 threat to actualizing their contracted block. Many of the “unfair” housing policies that they implement are intended to change the behavior of exhibitors, not penalize them. Planners just want exhibitors to come through with the number of rooms that they say they need (each night). Many will actually ask exhibitors to sign contracts transferring the attrition liability.
- 3 out of 5 planners really don’t care if exhibitors circumvent the official housing process, as long as the hotel credits the group for those rooms (and the exhibitor doesn’t complain). In my opinion, exhibitors that stay in a non-conference hotel are nuts. Why pay big bucks to participate in a show and then stay where you can’t network with attendees and need to incur taxi charges?
- All planners are sick of dealing with rate issues at hotels. Nobody understands why buying 100’s of something doesn’t give you a better rate than buying only one. Perhaps hotels should go the way of the airlines and start offering groups Best Available Rate (BAR) with a 5% discount for being part of the group, no matter what distribution channel is used to make the reservation.
- 2 out of 5 planners are dealing with these problems wrong. In my opinion, penalties don’t work, incentives do. If the hotel requires a one night guarantee, don’t change your policy to two nights. Your exhibitors and attendees should be ticked.
In these times when show and conference organizers are scraping for attendance and hotels are battling for RevPar, what advice do you have for planners, hotels or exhibitors to improve this situation?
Technology continues to make in-roads into events and conferences and change some of the ways event and meeting professionals interact and communicate with attendees. Here are three examples of current technology innovations showing up in meetings and events.
Augmented Reality
Recently my European meeting professional friend and social media event planner extraordinaire, Julius Solaris, had a provocative blog post What Augmented Reality Means for Events that included a video. He listed six ways he sees events integrating online with offline through augmented reality. Take some time to read his post before you proceed.
Elite Meetings Alliance Four Winds Interactive Kiosk
Interactive Touchscreen Kiosks
During the June 18, 2009, #eventprofs Twitter Chat, event professional Brad Pirman (tweeting while flying 36K in the air) mentioned his experience with Four Winds Interactive touchscreen kiosks used recently at Elite Meetings Alliance. Brad said Four Winds provided four kiosks that attendees could use to find their next appointment, maps and event schedule. According to Brad, the kiosks were placed at different areas of the venue and were a great success.
TouchWall (RFID & Multitouch Integration)
On that same day, my co-worker, Joe Flowers, sent me the following video of design haus Schematic new Touchwall project with a multitouch panel that debuted at an advertising festival in Cannes. Multitouch is everywhere these days, our mobile devices, ATMs, retail, desktops, hotels, airports. For Touchwall, attendees swipe a name badge embedded with RFID and then multiple attendees can interact simultaneously with the conference schedule, event layout, attendees, exhibitor’s floor plan, and more. This is really cool and I can think of a multitude of uses for conferences and events. Watch for yourself and I can here the “ooos and ahhs already.”
Touchwall Demo from Joel on Vimeo.
These three technology innovations will definitely change the way some meetings and events’ organizers interact with attendees. It will be interesting to watch these developments and others.
What new technology tools have you integrated with meetings and events lately?
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