PERSPECTIVE: Beyond the Statistics: What Exhibitors Wrote

John Wolz

�An uncrowded, steady flow of customers and potential customers where time can be given to individuals if needed.�
Over and over fastener distribution trade show exhibitors in an online survey conducted by Herndon, VA-based AWP Research make it clear what they want at a trade show:\
In their written comments many survey respondents indicated they know the difference between aisles filled with partygoers or spouses vs. actual purchasing managers stepping up to a booth to do business.
Several questions on the survey gave exhibitors at fastener distributor trade shows in North America an opportunity to make comments beyond the statistics collected (see �Exhibitors Want�).
�We are getting tired of the same old thing,� wrote one. �Newness creates interest. They keep putting a �spin� on existing shows.�
The National Industrial Fastener Show has been in Columbus, OH, for 20 years with nearly identical formats year after year. Chicago has hosted a show annually for 19 years. The West show is already scheduled for its fifth year in the same city.
Exhibitors were frequently specific in telling what they want: �I look for purchasing authority in attendance.�
Purchasing authority is not necessarily the CEO or owner: �We have noticed that at the Vegas show it is more owners than buyers that attend the show,� one exhibitor complained.
�Are fastener buyers going to be there to talk business?� another exhibitor asked.
Money Back Guarantee?
Several expressed anger about having to participate in shows which fail to draw the right attendees. �Show managers take our money and don�t put enough effort to get buying decision makers at the shows.�
One exhibitor went so far as to suggest a novel idea that �half the booth rent should be held in escrow until show managers meet an attendance quota. If they fail to produce customers for exhibitors, then they don�t get paid.�
One expressed the frustration of being forced to exhibit too often: �Some of the trade shows simply do not draw enough attendance to make it worth our while. We continue to attend because our competitors do.�
Exhibitors don�t want to pay for a booth space to spend the last four slow hours being approached by manufacturer reps seeking new lines or by other suppliers.
Their comments included such positive suggestions as rotating a national show �to improve attendance of customers from all areas of the country.�
One recommended a distributor show every other year and a manufacturing show in the alternate year.
Exhibitors were not unanimous. �Keep shows to one day,� one wrote. Another asked to �Stop the trend to make shows only one day.�

Sampling of Comments
Please describe the most important feature you look for in a trade show when planning to attend:
Access.
Attendance by prospects looking for our product and located in our sales territory.
Are fastener buyers going to be there to talk business? Not to party and do Las Vegas shows.
Attendance.
Attendance history.
Attendance level of qualified prospects.
Buying decision makers attending.
Highest location for customer attendance. Show does not rip off the exhibitor.
Large number of show visitors.
Location and planned attendance (my customer base).
Location, cost to exhibit and accommodations, accessibility.
Location.
Location and cost. How easy can clients get to the show? What�s the $$$? � the first question asked � always!
Location of the show as well as who is exhibiting at that show.
Networking opportunities with in-house room or coffee shops.
Non-union labor.
Number of distributors attending, not just registered.
Number of qualified prospects attending the show.
Potential for exposure to new contacts.
Potential for sales.
Promotion of show.
Quality of attendees.
Service area, freight is a big issue.
Show fees with distance, and accessibility to location from airport.
The companies involved and the type of attendees involved (look for owners/decision makers).
The number of existing and potential customers and ease of setup.
The purpose of the show � looking highly for Internet-based shows.
Trade shows run by true show management companies, not fastener associations that do it part time.
Whether or not it fits my company�s niche.
Who attends, who advertises.
Will the customers I want to reach be present at the show? Does the show offer what they desire (entertainment and quality content)?
Improving Shows
Please describe any improvements or changes you would like to see in trade shows to make your exhibiting experience produce more valuable results:
A national show located convenient to both coasts � i.e., a show in Las Vegas/Los Angeles and a show in either the Chicago/Midwest area or the East Coast.
Affordable Internet connection.
Attract more qualified customers. Maybe include OEMs only every other year.
Better traffic flow on the floor; get the �bulge� out of row one.
Coordinate the shows � it seems like Vegas and Columbus are in competition, and that�s a pain to deal with. Also, make them all two-day shows and get it over with! To do a one-day show in Vegas is ridiculous.
Eliminate the Columbus show.
Exhibitors need to have a union. Show managers take our money and don�t put enough effort to get buying decision makers at the shows.
Give exhibitors a voice in trade shows. Are trade show managers putting in as much effort to get our customers to shows as they are collecting from exhibitors?
Pay more attention to dates. Saturday nite stays cut down on costs and allow for better quality attendees. Friday/Monday?
Rotating national show to improve attendance of customers from all areas of the country.
More emphasis to attract aerospace segment of our industry.
Same booth each year. Do not like the point lottery system.
Some of the trade shows simply do not draw enough attendance to make it worth our while. We continue to attend because our competitors do. Were it not for that, there are some of the shows that we would drop. The keys to us are good attendance.
Stop holding fastener show in Columbus.
Stop the trend to make shows only one day. This doesn�t give us high value for our money, because the show is swamped and we can�t spend quality time with our customers in the booth. At least 1.5 days is necessary, because people feel less �herded.�
Want to see a mix of OEMs along with distributors.
We have noticed that at the Vegas show it is more owners than buyers that attend the show. It is difficult to mingle after the show, because many people want to make it into a vacation. People mingle much better at the Columbus show.