TSMI's Trade Show Marketing Report

One-Sided Conversations

I wowed the clients in Tulsa with some ace creative, and in fact did so well that we were done by lunchtime. I thought I could change flights to my next gig. But I learned that you can't to get many places East of Tulsa on short notice. I was really hoping to change my flight, but couldn't get into DC at a decent enough hour to make it worthwhile. So I've been up since 4am on two planes and an $85 cab ride to my client's office...

The above (while true) is a fine example of a one-way conversation. Who cares about me wowing a client or me being on the road. Hell, I don't even want to hear myself.

B o r i n g.

I bring this up because I just received a newsletter from George P. Johnson, the exhibit/face2face consultant people. The same company that uses a line like "To begin the conversation..." to get you to contact them.

GPJ has pissed me off lately. I had wanted to get some of their white papers and see what they were thinking, compare notes and riff on their input vs. stuff I get from other sources. Sort of moderator role, in effect. But big, old GPJ wouldn't give them to me. They think I'm competition.

They did keep me on their newsletter list, however. Technically I did subscribe with permission, although I assumed I was going to get all the other goodies.

Little ole me, competition for a multimillion dollar marketing organization. What could they possibly be afraid of? Sharing? Using their knowledge to benefit the industry as a whole instead of only themselves (and don't give me that MPI/GPJ study as proof of their philanthropy. A half dozen college kids could've come up with the same conclusions. Hmmm... maybe that's what GPJ did?)

Tell you what. If I'm GPJ, I'd be afraid of blogging. Because when you have bloggers watching, you don't get away wiht things like sending a newsletter with a link for access to their new white paper, "Reinventing the Trade Show"... a white paper which does not (as of 6:08pm today) exist on their web site.

I would never have thought of that as a marketing tactic to get people to my site. Maybe they're smarter than I.

Then they go on to talk about their executives delivering speeches worldwide on GPJ's newest findings and other articles lauding the successful events they're doing for clients.

This isn't a newsletter. It's all just a bunch of promotional bullshit. No value. A one way conversation.

Sorry GPJ, your model is broken. The only reason organizations need you is the same reasons they hire ad agencies. And ad agencies are on the way out. The game has moved.

Gee, can you tell I've been up since 4am?

Slow Week...

Off to Tulsa then to DC. Meetings or planes by day, client dinners at night... so you are forewarned not to expect much this week. Perhaps not even a newsletter if there's no content here to visit... will get back to regular sked asap. Bah.

If You're Thinking of Hiring Michael Jordan for Your Event, Read the Contract Carefully

The Taiwan government felt its citizens got jobbed by Nike, which promoted a "one hour show" featuring Michael Jordan.

Jordan only stayed onstage for 90 seconds.

Taiwan hit Nike with a $30,000 fine. Which is probably less than what Nike would've had to pay Jordan for the balance of the hour.

Blogs Beat Newsletter for TSMR Publicity

John Rice was kind enough to ask me for an article on blogging for TSNN's ExpoFiles. It went out on Thursday afternoon.

I have received two hits from it.

A day earlier, Alan Meckler was kind enough to mention me in his blog. Keep in mind, he doesn't limit his posts to trade shows. His readers are mostly VCs and techies.

I received a dozen hits from that. With several follow-ups.

Is this a meaningful test? Not really. But, TSNN ExpoFiles goes out to some 45,000 people. People have to go find Alan's blog or sift through their RSS feeds for it. Bloglines reports Alan has 96 subscribers. I'm sure he's read by 100x that many. But not 45,000 a day.

Blogs = immediacy
Blogs = credibility
Blogs = viral = networking = exposure

If Magazines Disappear, Where Will You Get Your Free Lists?

B2B reports that the just released FIPP/ZenithOptimedia World Magazine Trends 2004/2005 sourcebook has little good news for B2B publishers in the US.

(T)he sourcebook is not as optimistic regarding b-to-b ad spending, as b-to-b marketers continue to move their budgets to Web sites, trade shows and search engines.

Which begs the question: If the key publications in your market went under, what would you do for mailing lists?

Association shows may be shielded from this in the short term. But this is bad news for the large media companies that thrive on publication/show synergies. With the average qualified mailing list going for between $140-$165/M, the bottom line effect on your show's direct mail program would be dramatic.

Consider also that there is a movement - vehemently pushed by internet users - away from asking numerous questions for site/newsletter subscriptions. Which means that B2B publishers shouldn't expect online readers to provide (accurate) information other than their email address.

This isn't going to happen overnight. But it's something to think about for the future. Might be worth spending more time augmenting your database just in case.

More on Global Sources

If China is the marketplace of the future, Global Sources may be the trade show organizer that dominates the marketplace of the future.

We just mentioned them a couple of days ago and here they are again. While Global Sources doesn't currently compete in areas like pharmaceuticals or food processing or other niches where Krause and Reed et.al. are launching Chinese events, their entrenchment in the Chinese landscape would certainly position them to compete in just about any market they choose.

If I were doing shows in China, I'd keep one eye on Global Sources. If not as a competitor, then at least to learn how they're doing business. Because whatever they're doing seems to be working.

Six Questions to a New Viral Marketing Campaign

If you're going down the path of viral, Greedy Girl gives you a half dozen things to think about.

Kryptonite Uses Interbike to Make Amends

A couple of weeks ago, TSMR (along with every bike forum and most marketing/brand blogs) discussed the woes of bicycle lock-maker Kryptonite. Earlier last month, a movie on how to pick their locks with a Bic pen circulated on the Internet. Bike owners went bonkers, suits against the company were filed, and it looked like Kryptonite had found its, er... kryptonite. Many forecast the company would die.

Luckily for Kryptonite, their industry trade show, Interbike, was right around the corner. They swapped out their original plan for the show and created a recall and replacement strategy around the show.

It appears their show plan and strategy worked. Their booth was the busiest on the floor - perhaps not for the right reasons - but that high volume of traffic allowed the Kryptonite reps - including management - to put their faces on this brand disaster and make amends.

The jury's still out on whether Kryptonite will overcome this mistake, but, this is a definitive case study on how to use a trade show to overcome an image problem.

Heck, this guy talked about tons of things at Interbike and didn't even mention it. And here's a six-part series covering all the news from Interbike - with no mention of Kryptonite.

Of course, NOT being mentioned at all might not be exactly what Kryptonite planned.

Btw, on that last link, there's a neat photo of a dude riding a bike down one of the Venetian's escalators. And you thought you had problems managing attendees.

Web Design Give and Take

It seems that some web designer created a post that has become a rallying cry for other frustrated designers. It is spreading like wildfire.

The post, titled "If Architects Had to Work Like Web Designers" offers a humorous look at the unspoken expectations and lack of coherent directions provided by site owners (you).

Greedy Girl offers another take: Your web designers are either overly spoiled or they should have got to know your project better before taking on your business. If you're not satisfied with what you're getting, GG suggest that rather than deal with disgruntled designers, why not outsource your web design overseas for $7-$10/hour?

Unless you're voting Democrat, of course.

Global Sources. Now This Is One Stop Shopping

Companies interested in buying products manufactured in China are making Global Sources their first stop. Often through one of Global Sources' many trade fairs.

Global Sources has achieved a level of horizontal integration that US media companies must envy. They've been publishing for 34 years, managing trade shows for 13, and hosting portals and building online trading communities for nine. Sound like a typical US model? Maybe.

But they have also been a software publisher for 14 years. They have a research arm for market intelligence on China. They provide creative services to clients. They assist clients with exporting. And they facilitate four million annual transactions in a captive marketplace of 419,000 buyers 130,000 suppliers.

They've been in China for 23 years. They are well established with some 1,000 representatives in 44 locations within China. Call that foresight.

As far as their shows go, it certainly sounds like Global Sources knows what they're doing.

Buyers who visit these shows will meet hundreds of new suppliers. Plus, they can strengthen relationships with hundreds more exhibitors whom they have met at previous China Sourcing Fairs, have seen in Asian Sources magazines and on Global Sources Online.

''Many buyers have already prearranged meetings with suppliers through the 'Request For Appointment' service on Global Sources Trade Show Center. By providing buyers with sourcing information in print and online throughout the year, it helps both trade partners make the most efficient use of their face-to-face time during the Fairs."

The China Sourcing Fairs boast some of Greater China's leading suppliers, such as Brico Industry, Chain Wit Corporation, Sinomax, Yongkang Nanlong Electric Motor Manufacturing, Zhejiang Ganghai Industrial Company and Zhongshan Ligao Electric Tools, as well as up-and-coming companies with substantial export experience. This large supplier turnout ensures buyers of the broadest selection of new products direct from China exporters.

AEON, Brookstone, Coles Myer, Grainger, Intergroup, Kmart, Metro, Redcats and Regal Greetings & Gifts are hosting Vendor Summits during the Fair.

Vendor Summits allow buyers to introduce their companies and outline their sourcing requirements to a group of pre-selected exhibitors. This saves time and gives buyers privileged access to manufacturers of the specific products they need.

It sounds like Global Sources is truly committed to its product - which is Chinese manufacturing. And it certainly appears that they'll do what it takes to promote that. But what sets them apart from many US shows is that they are actively involved in matching potential buyers with sellers. And after the show, they continue to serve their suppliers with marketing and international logistics assistance.

How many US shows can say that?

Sounds like some of our "international" shows could learn a thing or two from our Eastern friends.