The old paradigm was "produce a show and they will come." Many shows did not invest in building a quality event because of unrealistic profit goals imposed by the financial types (particularly those shows that sold at very high multiples). This attitude resulted in:
So-so attendance, both quantity and quality.
Considerable cost transference to the exhibitor.
Under this paradigm, a few shows outright lied about their attendance. Others reported misleading numbers such as total registration rather than actual verified.
The new paradigm will be much different and will result in a reinvention of our industry. Successful shows will:
Generate truly qualified attendees who are outstanding buying prospects for the exhibitors – and report true, certified figures.
Work with exhibitors to keep their total costs under control.
Partner with anyone who can help create a more industry-inclusive event.
This Tip is from the article "State of the Trade Show Industry Post September 11" by Michael Hough which will be in the February issue of Convene magazine. To read this now, go to www.profitabletradeshow.com, click "State of the Industry White Paper."