At a recent Senior Executive Roundtable meeting hosted by IAEE in Boston panelists identified several shifts that are contributing to a changing trade show environment. One of these shifts is the recognition by exhibitors that they need to market their participation more proactively pre- on-site and post-event; and that show organizers need to promote their shows more aggressively to a larger universe of buyers.

The vast number of exhibitors will readily admit that they don’t do enough pre-show promotions to their customers and prospects. Same for post-show follow-up with leads. Since booth traffic is a direct result of pre-show promotions - what’s the solution? A strategic e-mail campaign together with a PR advertising and Social Media outreach will ensure the desired in-booth impact. At a minimum utilizing show organizers’ exhibitor pre-show marketing tools are an easily accessible first-step solution. But the age-old question is how do we get them to make such a commitment?

Clearly it’s a two-way street. With a saturated US-domestic market and most industries having gone through extensive consolidation show organizers will need to expand their buyer outreach to include new prospect categories and especially non-US buyers. After all 95% of the world’s population lives outside of the US so there is a big pond to fish from. These highly diverse buying audiences will have varying needs of how they want to be reached so both traditional and non-traditional promotional techniques will need to be employed ranging from advertising PR and especially new promotional platforms possible through Social Media including new mobile technologies.

To read the full story about ‘Does the Exhibition Industry Need a Makeover?’ in the August 4 issue of MeetingsNet click here. Contact me for more information at +1.312.332 4650 X 23 or bhalligan@h-a-intl.com.

If the ups and downs in the trade show industry over the last two years are any indication then the answer is probably: yes. Just think of how Chicago’s trade show scene is changing because of Labor Law reform and concerted efforts to streamline costs and create new efficiencies.

But this alone does not yet make for a new trade show business model. All the parties in this industry have a stake and huge opportunity for fu ture success – from organizers GSCs EACs labor and cities/facilities to exhibitors and attendees. So what is some of the out-of-the-box thinking that might change the paradigms of this industry and add renewed value to trade shows? A critical start will be an increased commitment to building sustainable partnerships among the various stakeholders and improved communications thus increasing show value for all involved. Only then we’ll be ready to:

• Evolve shows into the key marketing vehicle for exhibitors
• Explore viability of ‘Hosted Buyer’ programs
• Expand shows beyond their traditional buying channels (end users/consumers)
• Leverage exhibitors’ brand identities to engage end users/consumers
• Internationalize shows to capture a greater share of non-US buyers (buying shows)
• Implement the ‘greening’ of tradeshows
• Adopt technology to achieve greater data standardization
• Standardize union jurisdictional rules across the US

“What will it take to create a new and better trade show business model?” will be the topic at IAEE’s Tuesday (7/13) morning Senior Executives Roundtable that takes place during TS2 (TSEA) in Boston. If you are not a member of either associations send me a mail at bhalligan@h-a-intl. and I’ll send you more information after the meeting.

I’d like to suggest another ‘slow movement’ - slow marketing communications!

Don’t get me wrong. I’m not suggesting that we slow down our break-neck speed of implementing various MarCom activities. If something has to be Tweeted now it has to be Tweeted now. If an editor needs some information ASAP for a story that is on deadline he/she needs it ASAP. Or if your boss needs a report by the end of the day well you know.

What I’m talking about is ‘slow planning”. It seems that MarCom professionals are in such a rush to implement various tactics that sometimes not a lot of thought or strategy goes into the action. Your favorite magazine rep calls and is ecstatic to let you know you can get the back cover at a 50% discount with some free banner ads thrown in for good measure. Too good of a deal to pass up. Right? Not necessarily.

The best example of this “rushing into action” syndrome is social media. Some companies don‘t want to be left at the social media starting gate so they ‘empower’ someone usually at a junior level to put together a Twitter or Facebook page. Often times very little strategic long-term thinking goes into the initial effort. Perhaps it shouldn’t be a question of “does this need to be Tweeted now?” Perhaps it should be a question of “should it even be Tweeted?”

What I’m suggesting is that we apply the ‘slow movement’ to strategic MARCOM planning. Let’s be a bit more thoughtful and deliberate in thinking about what the bottom line goals and objectives are and what’s the most effective way to achieve them. Then we can go about accomplishing them in break-neck speed.

The sudden roar and cheer from local revelers at a pub a block away could be heard from my 12th floor office. The sound of U-S-A U-S-A rushed through my mind and suddenly it hit me. I have the fever. With the USA Soccer team perhaps three minutes from elimination Landon Donovan (undoubtedly now the greatest US-born soccer player) scored advancing the United States to the second round at the World Cup with a 1-0 win over Algeria. It was just the fifth shutout in World Cup play for the United States and the first time since 1930 that it won its Group.

I admit I am a baseball hot dog apple pie and Chevrolet kinda guy. Growing up I never played soccer. In fact it was not part of my high school athletic department until several years after I had departed. Yes that dates me a bit but the point is I’ve had to learn about the sport from a fan perspective not a player’s point-of-view. And in the years since 1994 when the United States hosted the World Cup and Brazil beat Italy in the final match a lot of Americans including myself have been learning the game.

While the average American may not know a free kick from a penalty-kick nor a yellow card from an off sides trap soccer has finally managed to make it into the collective mainstream of 21st century America. This is due in part because of a successful soccer league in the MLS some extremely savvy marketing expansion of television betting the internet and good old American word-of-mouth.

As the world's most widely viewed sporting event (over 715 million people watched the final match of the 2006 World Cup held in Germany) the World Cup is the quintessential marketer’s dream. Some of the astronomical business figures include:

• $1.6 Billion - the revenue of FIFA in 2009 - topping the one billion mark due to the successful staging of the tournament in Africa for the first time in its history.
• $305 million - the amount top sponsors such as Hyundai Sony Adidas Coca-Cola Emirates and VISA are paying to be 'FIFA Partners' - including worldwide rights to two World Cups over seven years ($40 million per year).
• $649 million by Television rights in 2009 $550 million in 2008 further revenue from marketing rights contributed $277 million and $253 million respectively.
• Over $2 Billion in bets will be placed worldwide (legal and not legal) by fans.
• $103 million - the amount beer can maker Rexam is investing in Brazil this year raising output in South America 11 per cent.

And why not spend money on the World Cup since investments can pay back big for sponsors. Leading up to the 2006 World Cup Adidas reported a 37 percent increase in first-quarter sales and reported sales of $1.5 billion during the month-long tournament.

This year’s Cup is also the most digital as audiences will be able to watch every game except the 10 broadcast on ABC streaming live online at espn3.com (as long as they connect with Verizon Comcast AT&T or one of the more than 140 service providers listed). They can watch 25 World Cup games on 3D TV through ESPN’s new 3D channel. They can catch all 64 matches on the go with FLO TV which allows viewers to watch every World Cup game live on a mobile TV device. Even Hollywood has gotten into the game with planting the seed of the "New Soccer Revolution" with Invictus that starred Morgan Freeman and Matt Damon albeit it was rugby. You cannot help but note the timing and locale of it being in South Africa. Apple jumped on the soccer gravy train with its "ESPN FIFA World Cup" application that enables iPhone users to keep track of their teams. Even search engine Yahoo! has a soccer toolbar add-on.

And while America may never reach the fervor or passionate following of the Dutch Orange Brazilian Selecao or even the Italian Azzurri a new generation of soccer fans have been given the gift of now being the part of something truly special.

With the recent additions our everyday water-cooler vernacular such as the ear-splitting vuvuzela horns the much-maligned Jabulani soccer ball the more maligned and English goalie Robert Green along with new villain Mali FIFA referee Koman Coulibaly whose phantom call took away a potential game-winning goal from the US you cannot help but wonder if he and Jim Joyce are distant cousins.

Despite all of that with the growing fervor of soccer (futbol for those outside the US) the term "US soccer fan" will no longer be an oxymoron but a newly accepted part of the American mainstream. Now if I can find a #10 Landon Donovan jersey I’ll be ready for the knockout round!

The good news is that technology has now made it much easier and very cost-effective for you to facilitate a connection between consumers and exhibitors. Even better news is that both show organizers and exhibitors can generate additional value and revenue by facilitating this process - making now the optimal time for show organizers to make a major paradigm shift and begin to embrace consumer involvement.

H+A International has developed the following guidelines and tools that can help you convert consumer interest into valuable benefits for your customers and your shows.

• Create A Dedicated Online Consumer Portal - Show organizers have a unique opportunity to provide exhibitors with a valuable service and generate new revenues by connecting consumer inquiries about products and services with the appropriate exhibitors. One of our clients told me they track tens of thousands of visits to their websites and hundreds of e-mails and phone calls from consumers every year. What if each show had a 'Consumer Hotline' portal on their website that would automatically match up a consumer's inquiry with the appropriate exhibitors!
  • Exhibitors would love it as they would get new leads they can pass along to their customers (retail supply chain)
  • It reinforces their brand and their commitment to being consumer-friendly
  • It provides them with additional touch-points to their ultimate customers
  • It would eliminate the time-consuming task of answering e-mails and phone calls about non-show issues
  • Show organizers can CHARGE EXHIBITORS FOR PARTICIPATING (everyone gets a free listing small charge for bolder listings separate charge for banner ads additional charge for a CRM Store Front). This revenue alone may pay for the upfront IT development costs and after the first year it should be a significant revenue generator
  • SPONSORSHIPS CAN BE SOLD - Several trade show suppliers as well as consumer-focused companies are prospective sponsors
• Engage Consumers On Social Media - Create "Industry Resource Center" channels on the major social media platforms (Facebook Twitter You Tube etc.) where both consumers exhibitors and their customers can engage on a variety if issues. These social media sites would be promoted on and linked to the show's online portal. Promoted aggressively by the trade media these sites would soon become self-sustaining industry channels with the show's branding throughout.
• Create A Virtual Trade Show - Many enlightened show organizers now realize that virtual trade shows can be a great marketing tool and revenue generator — not a threat. Virtual trade shows can be an effective way to provide exhibitors with a year-around online presence for a additional charge to their trade show exhibit costs. It is also possible to offer exhibitors a customer CMR function whereby consumers can click on a link to gain consumer-related information. This function could also link to exhibitors' customers/retailers who may interface directly with the consumer. Of course sponsorships can be sold and organizers can offer previews of your educational program and other show features.
• Host A Consumer Show/Event - Most trade show organizers would not consider hosting a consumer event in conjunction with their events due to a variety of logistical issues. The main issue being what to do with the booths of the exhibitors who do not wish to participate. However for many trades shows getting consumers involved in the event may be a smart move. Here are a couple different ways to accomplish that goal:
  • Open the last day of the show to the public. Exhibitors always complain that there is no traffic the last day so let them send their sales people home and bring in their local reps or retailers to staff the last day or half day of the show. It would be required and strictly policed that they don't tear down their booths. But despite their complaints most exhibitors would not want to have their booth unstaffed if the other booths are going to be open-for-business. If they bring in some inexpensive premium items product literature and/or product DVDs it would be enough to appease most consumers. It is also a very positive thing to do for their customers (distributors reps etc.) and a good way to get their supply chain involved. It's also an effective way for the show organizer to generate additional revenue - 5000 consumers at $25 per ticket generates another $125000.
  • Launch an event in an adjacent hall or ballroom. If a large number of exhibitors simply refuse to participate in a consumer event perhaps the show holds a separate show for those that do want to participate the day after the trade show finishes. You could start modestly with tabletop displays or offer booths in a variety of sizes. Perhaps you also tie-in a well-known speaker and or hold drawings for prizes to attract more consumers. One of our clients recently did this and called it the consumer 'SuperShow'.

After years of ignoring consumers perhaps now is the time to start embracing them? Contact me to learn how we can help you accomplish this goal and generate new revenue.

Much of Chicago is going crazy these days with Chicago Blackhawks Stanley Cup Fever! People who normally would have no interest in hockey are wearing Blackhawks jerseys and hats on Michigan Avenue the city’s famous statues are draped in Blackhawks paraphernalia games all season long have been sold out and you can’t turn on your TV or pick up a newspaper without being inundated with Stanley Cup coverage.

While Stanley Cup hysteria may not be unusual in Canada and some select U.S. cities it is very unusual to see this level of excitement in Chicago for a hockey team. Sports hysteria of this degree is normally reserved for the Chicago Bears Bulls White Sox or Cubs. Whether you are a hockey fan or not how this unlikely “Hawks Hysteria” took over Chicago is a very interesting marketing case history that offers several valuable lessons for MarCom professionals.

Since the mid-1960s the Blackhawks have had trouble filling even half of the stadium seats for most of their games. Even though the team went to the Stanley Cup finals in the early 1970s and 1990s interest in hockey and the Blackhawks had steadily declined to the point that it was a distant afterthought to all but the most die-hard hockey fans. In 2004 ESPN named the Blackhawks “the worst franchise in professional sports” and there were rumors circulating that the team might not survive.

However the perfect storm for the Blackhawks occurred in 2008 when new management came in and placed a premium on marketing. The new owner Rocky Wirtz made a commitment to revive the franchise and to acquire the best talent he could find both on and off the ice. One of his key moves was hiring John McDonough President of the Chicago Cubs to become President of the Blackhawks. McDonough had a reputation for being an innovative and aggressive marketer that could take a team that hasn’t been to the World Series in over 100 years and sell out every game. Here are some of the classic marketing strategies that McDonough and the Management Team implemented to build the Blackhawks into the highly successful sports franchise they are today:

• Partnership Marketing - McDonough used his links with the large Cubs fan base and formed partnerships with the White Sox and other Chicago sports teams to begin promoting hockey through events like “shoot the puck” at their home games . Through a series of innovative cross promotions with several Chicago teams and corporations the Blackhawks focused on selling hockey to people who are already avid sports fans.
   
• Savvy Media Partnerships - The Team worked out an innovative arrangement with Comcast Sportsnet Chicago and WGN TV Chicago to broadcast the Hawks games and to do on-air promos throughout the year. They also increased their newspaper and radio ad budgets with bold compelling ads featuring some of the young new stars to communicate that they were once again competitive.
   
• Aggressive PR Campaign - A strategic PR campaign built around the young new stars and how “fan-friendly” the team was becoming soon begin appearing on a regulars basis in all the Chicago area media. Small news stories about the Blackhawks that used to appear infrequently in the back of the sports sections were growing into major page-one feature stories. TV and radio sports announcers began covering the games and reporting on the rejuvenated team.
   
• Community Outreach - Beyond the partnership marketing efforts mentioned above) the Hawks also brought back some of the Hall of Fame players from their last Stanley Cup Championship Team of 1961 as Team Ambassadors. Bobby Hull Stan Mikita and others began making appearances at various community and charitable events around the city. This brought some older fans back attracted some new young fans and generated a wealth of media coverage every time they appeared.
   
• Social Media - Tapping into the new media and the young players who love to Twitter the Hawks regularly keep their fans updated on current events via Twitter Facebook and You Tube.
   
• Direct Marketing - Although I’m not on their mailing list I understand that the Blackhawks have a very effective direct mail campaign to current season ticket holders former and prospective fans that includes special offers three-dimensional mailers and both an electronic and printed newsletter.

Whether you are a sports fan or not the lesson to be learned here is that it is possible to revive your products and perhaps your entire organization by following the same six marketing communication strategies used by the Chicago Blackhawks - hopefully the 2010 Stanley Cup Champions.
 

Memorial Day is just a few days away and many are thinking of summer. In fact I would suggest that the "unofficial” start to summer occurs this weekend almost a full month before the official start to summer or the summer solstice. This weekend also begins the summer vacation period for many as kids migrate home from college to enjoy summer breaks and perhaps a family vacation.

Tradition also has a lot to do with how we see this “unofficial” start to summer and how we define the Season. For many Memorial Day weekend is a time of family get-togethers cookouts parades and outdoor activities. Some may also see it as a time for the beginning of summer-like temperatures baseball games or even the Indy 500. But for thousands if not millions this holiday weekend will be about the observance and honoring of U.S. men and women who died while in military service.

Traditions seem to hold a special meaning for Veterans and their families as many will observe this holiday by visiting cemeteries to place American flags and wreaths on veteran’s gravesite. In fact the national moment of remembrance takes place at 3 p.m. local time on Memorial Day. Another tradition is to fly the flag of the United States at half-staff from dawn until noon local time.

A tradition that many may see over the next few days is members of the Veterans of Foreign Wars taking donations for those cute red poppies. What you may not know is that the poppy's significance to Memorial Day is the result of the John McCrae poem "In Flanders Fields."

When you enjoy the weekend no matter how you choose to celebrate take a little time away from the fun festivities brats burgers and remember those who have fallen those who are no longer with us those whose families feel the pain of their absence – say thank you.

When you see the flags that wave in the breeze or stand in silent homage at cemeteries to remind us of the citizens who have answered the call endured much and fallen in distant lands and closer backyards whom without their sacrifice our nation would be a far different land – say thank you.

Happy Memorial Day and have a safe and enjoyable “unofficial” start to summer.

Is your lack of an integrated social media campaign beginning to impact your company's financial performance? We recently addressed the International Association of Exhibition and Events (IAEE) N.Y. Chapter about this topic and came away with some interesting observations:

• Since many of your key target audiences are already engaging on social media platforms (we can show you an easy way to identify them) you are missing an excellent opportunity to communicate with them an sell them your products and services. Moreover your competitors may already be doing this and stealing your sales.

• Most social media programs are NOT part of an strategic integrated plan. Most social media efforts started out by assigning a junior person to blog Tweet and engage groups via Facebook and LinkedIn. As a result many companies don't feel their social media efforts are as successful as they could be.

• It is almost unanimously agreed that ideally a social media program should begin with a strategic marketing communications plan

• If you don't have a social media program in place or if you need to integrate and enhance your current effort you need to get started now. Every day you wait is costing your company money.

You can view our presentation on Slideshare here

When News is Not Newsworthy

In preparing a byline feature story recently I found myself scouring the web for new and noteworthy innovations. What I found was a tremendous amount of recycled repackaged promotional messaging – which begs the question – when is news newsworthy?

With the sad realization that basic PR tenets have appeared to escape even some of the most high profile companies today I offer a few suggestions to avoid putting out less than useful information for those that may want to promote your company:

Don’t Fudge the Figures.

While trying to keep your company top-of-mind among journalists and editors is an admirable goal be careful you’re not top-of-mind for all the wrong reasons. A news release or feature story that deals with figures such as sales or attendance at an event being “up” begs the question “compared to what?” Any editor worth their salt is going to ask that question – and not having solid backup for the claim when pressed for specifics compromises your credibility.

Don’t Practice Blatant Repackaging.

As the saying goes you can put lipstick on a pig – but it’s still a pig. One release about your company’s new product launch is really enough. Writing three incarnations of the same new product release with slightly different slants for the same target media group is overkill. (e.g. three releases about the same sports bottle product launch: one written for cyclists in mind another for camping enthusiasts and yet another for urban commuters - all offered up for the same media). Practicing blatant recycling (and posting all three releases to your company’s online newsroom) can be really effective at stunting media's further site navigation for source material. In contrast three separate releases distributed discreetly to three different targeted media segments is fine.

Don’t Use Releases for Promotional Offers.

News releases are really not the place for purely promotional offers such as buy-one-get-one limited time offers. These messages have their own place and are better suited to Twitter a 'special offers' tab on your website and e-blasts to your target audiences. Editors and journalists are more pressed for time than ever with the downsizing of the publishing industry – and generally don’t have the wherewithal (or patience) to sift through promotional messages dressed as news releases. Let's remember that they are called news releases for a reason and need to contain some worthwhile news not hype.

Meet Your Quota Without Compromising Your Reputation.

Instead – why not dig deeper for developments within your industry in order to stay top-of-mind with the media? Identify the appropriate person at your organization to weigh in on a particular industry issue and actively promote that person to media as a resource for editorial development. Whether consumer advocacy industry preservation or the advancement of a philanthropic cause your company supports – all will serve you better than “news” that isn’t newsworthy. Meeting news release quotas without the goods to back each release up isn’t doing your company any favors.

Have an opinion on this topic to share? Leave a comment – we’d love to hear it!