Status quo is the enemy of trade shows

DSN Retailing Today, May 23, 2005 by Bernadette Casey

The value of trade shows has been much debated in light of continuing market consolidation, advances in technology that get product information and photos into the hands of buyers with a click of the mouse and the constant tightening of expense budgets. Probably the biggest argument that prevents business people from stepping out of their cubicles is the dreaded work backlog that many will face on their first day back to the office. As an editor on a twice-monthly trade magazine I find that to be a particularly compelling argument--if I stay put, stories are filed, pages are proofread and the magazine is printed. But what winds up being equally true is that if I stay put I learn nothing new, I have done nothing to advance myself or my publication in the industry and I have garnered zero insight into upcoming trends. And that bigger-than-my-cubicle look at where the industry is headed is reason enough to get on a plane.

Much like the retail sector, trade shows have faced a great deal of consolidation in research years. The show put on by the School and Home Office Products Association is combining with German trade show organizer Messe Frankfurt and the Spanish Trade Association Propaper to launch a new show called Paperworld USA on Nov. 9. In recent years, the Food Merchandising Institute teamed with other associations to present a comprehensive show that included fancy food, organics and exports. For attendees that food show has become the equivalent of a convenient one-stop-shopping experience.

Trade associations, whose operating budgets can depend on a successful show, have to be willing to look beyond their own organization and team with other associations, strong manufacturers and trade media to keep their events impactful.

A number of weaker conventions have fallen by the wayside, but hopefully those that remain will redouble efforts to remain relevant and, even more important, generatie excitement with both exhibitors and attendees. Fewer shows will hopefully translate into better shows with fresher insights. There is a limit to how many times you can attend a session about the growing clout of the Hispanic shopper, channel blurring or the top 10 ways to compete with Wal-Mart.

Successful trade shows are the ones that push the envelope year after year with new services and, let's face it, big-name speakers and entertainers. On the business side one of the best ideas was to provide buyers with hand-held scanners to carry on the show floor. Orders happen in real time, real deals are closed and everyone, both suppliers and buyers, feel there is a tangible pay-off--the all-important return on investment that is used to measure every business expense associated with attending a trade show. And the trade show equivalent to speed dating--one-on-one 15-minute table-top meetings between vendors and retailers--has added structure and efficiency to the trade show format.

Successful shows establish their identity and stick to it--particularly during the tough times. The National Association of Chain Drug Stores recently held its Annual Meeting in Palm Beach at The Breakers Hotel--its primary venue for the show. It's a unique meeting with a lot of cache that blends work and pleasure and is attended by ceos and senior corporate executives from companies including Walgreens, Wal-Mart and Target. During the meeting, heavyweight manufacturers including Revlon, L'Oreal and Colgate-Palmolive hold posh parties at places like Mar-A-Lago with guest appearance by A-listers including Norah Jones and Halle Berry. This year's entertainment was Jerry Seinfeld. Is there a cheaper way to put on a show? You bet your $40 crab burger there is! But come next February, even the biggest retail names are checking their inboxes for an invite.