TSMI's Trade Show Marketing Report

SF Beats Atlanta for Specialty Tools

From Industrial Distribution:

Attendance at the Specialty Tools & Fasteners Distributors Assn.’s 28th Annual Convention & Trade Show in San Francisco was recorded as the second highest ever, with 4,345 registered conventioneers on its second morning, 8 percent more than last year’s show in Atlanta, said Marshall Jones, the association’s president, during the convention’s General Session.

''There are 758 exhibits in the trade show,'' he said. ''Thirty percent of the exhibitors were not at the Atlanta show.''

Granted, building products is a booming industry.  But it's not booming only in the West.  A 30% increase in exhibitors is difficult to explain other than exhibitors just love SF.  And looking at the exhibitor list, it doesn't appear that growth came from the Asian PacRim.

If I'm STAFDA, I'm ecstatic.  But I'm also worried about how to keep my traffic density up.  Only an 8% increase in attendance with that level of exhibit growth should be a concern.

Couple of interesting things STAFDA does:

• its exhibitor list is in table format and indicates whether the exhibitor is offering an at-show special, a prize drawing in its booth, or features a new product introduction.
• on its show home page it lists the precise date of its member mailing for the 2005 event in Baltimore (June 24th) and the date online registration will open (June 27th).  That's pressure.  Mark it down and let's see if they make it.

Later This Week

Between trying to meet project deadlines while traveling, speaking at IAEM, and beating the bushes in San Antonio to drum up business for Q3&4 of next year, this should prove an interesting - and tiring -week.

However, I expect to be packing my camera and hope to be posting photos of IAEM throughout the week.  Assuming I get around to loading the damn software for the SanDisk. 

Hope to see you there. 

ZD Media Attracts 3,500 to Its First Virtual Event

From the wire:

Ziff Davis Media's eSeminars Group, which is part of Ziff Davis Internet, announced today that its first-ever Security Virtual Trade Show has seen explosive growth in registrants; nearly 3,500 senior-level technology executives registered for the event. The virtual trade show will bring together the industry's top IT security experts and companies through a series of keynote presentations, panel discussions and interactive sponsor booths. The event will available by registering online at http://www.securityshow.eseminarslive.com from November 30 to December 1, 2004.

A dozen of the security technology's leading companies will demonstrate their commitment to security technology and have signed as sponsors and speakers for the event. Symantec, Pitney Bowes, Nortel Networks, St. Bernard Software, Proofpoint, AEP Systems and a host of other top companies will share their industry know-how and showcase the latest security technology products and services in a real-time setting in the show's interactive trade show booths. Sponsors will have an opportunity to participate in 45-minute live vendor presentations, create on-demand product demos, distribute literature and links to educate attendees and

"This tradeshow represents Ziff Davis' commitment to further innovate in the field of educational webcasting targeting the IT industry," Kristin Holmes, Executive Director, eSeminars. "The interest that has been expressed thus far by the volume of registrants, quality of speakers and sponsors is a testament to the willingness of the marketplace to accept new online mediums. We're excited to bring this product to market and help our clients reach their most important potential customers."

The virtual tradeshow will begin each day with a keynote presentation focused on the most relevant topics surrounding IT security such as cyber crime, identity theft, spam, network security and wireless threats. These seminars will feature industry luminaries, analyst groups and Ziff Davis' own editorial experts. Each keynote seminar will be one hour in length and include a 20-minute question and answer period from the audience. ZDM will organize three panel discussions each day in addition to the keynotes and three vendor tracks by our sponsors.

The list of keynote presenters and esteemed panelists include:

• Dan Larkin, Unit Chief of the Internet Crime Complaint Center for the FBI
• Steve Wozniak, Co-Founder of Apple Computer and Founder, Chairman and CEO of Wheels of Zeus
• David Cohen, Founder and former Chairman of the Wi-Fi Alliance - Richard Stiennon, Vice President of Threat Research for Webroot Software
• Jonathan Penn, Principal Analyst, Identity & Security for Forrester Research
• Bill Malik, Vice President, Technology Research for Aberdeen Group
• Chris Thatcher, National Practice Leader for Dimension Data
• Christopher Painter, Deputy Chief of the Computer Crime & Intellectual Property Section, U.S. Department of Justice

The virtual show's website says there were 36 sponsorships available.  It did not offer price information.  As only a third were sold, one might surmise that ZD would be disappointed.

However, considering the attendance for this first-time event, you'd have to think that the next time around ZD will get much closer to its sponsorship goals.

After seven years of talking about them and dozens of false starts, it looks like virtual shows are finally coming of age.  At least for tech.

Michael Hough Has a Plan for a More Powerful Show Industry Lobby

Reprinted with permission, except for names deleted as requested:

From: Michael Hough [mailto:[email protected]]
Sent: Thursday, November 25, 2004 9:47 AM
To: Rich Westerfield
Subject: FYI

Rich

In light of your TSMR newsletter this morning, I thought you would like to see this message that I have just sent to __________ of __________ magazine.  We really have to do something to get us all together speaking with one voice.

Thanks, Mike

I think we are poorly represented by our numerous industry associations.  The latest example is that half the potential attendees to CES in January have been turned down for visas.  This is incredible - we should have more clout with the U.S. government.

My recommendation is as follows:

1.  Combine IAEM, SISO, PCMA, CEIR and CIC plus the convention council of ASAE into one really powerhouse association called the International Association of Event Organizers (IAEO) and locate its headquarters in Washington, DC.  I would recommend that Gary Shapiro be the volunteer Chairman of IAEO and that Jim Bracken be its full time President.

2.  IAEO generate $2 million per year to:  undertake meaningful research that actually helps our industry; promote the benefit of exhibitions to attendees and exhibitors; and lobby our interests to politicians and government agencies like Homeland Security.

3.  Raise this money via a voluntary "tax" on the profits of everyone who benefits from the exhibition industry - show organizers, suppliers, convention centers, CVBs/hotels, etc.  I estimate that this tax could be set at one tenth of one percent of profits.  To illustrate, this would be about $75,000 for both VNU and GES -- very fair and reasonable in my opinion.

Michael Hough

MRH Associates, Inc.

Thoughts?  Comments?

I think Mike is right about the lobbying situation.  Whether this is the solution is another question.  But I don't have a better answer.  Do you?  This is really worth some serious thought and discussion, so let's hear from you.

Hong Kong Does Dubai. And Iraq.

I don't recall mention of Hong Kong as part of the "Coalition of the Willing."  But Hong Kong's exports to Iraq (through Jordan) increased 30% last year. 

In fact, Hong Kong is doing so well in the Middle East that it's now going to produce its first Middle East event - a five day spectualar in Dubai featuring food, design and fashion (including a catwalk show) and of course, an expo of Hong Kong products.   

A business seminar for Middle Easterns on how to do business in China through Hong Kong is also scheduled.

If you're keeping score at home, while US exports to Iraq increased tenfold last year (from $30MM to $310MM), it's less than 30% of what Hong Kong sells there ($1.07B).  Mainland China remains only a blip at $56MM.

Many Chinese Pulling Out of CES Because of Visa Issues

This is bad.  Real bad.

From the Financial Times Asia Desk: China Pulls Out of US Trade Fair

With just six weeks to go before this year's Consumer Electronics Show in Las Vegas, as many as half the would-be Chinese delegates have had their visa applications turned down, organisers say.

"Many companies are deciding to exhibit in Europe rather than the US because of the visa problems.

"We have already had to give back money to Chinese exhibitors that have been unable to get visas for their employees. Now Chinese companies are applying for double the number of visas they need in the hope that they will get half of them."

This is just bad in so many ways its astounding.  And sad. 

Fortress America indeed.

That this is happening to CES at the same time China is increasing its lead in DVD technology and developing standards for other products is unfathomable. 

If the Chinese can't exhibit, you can bet the house that many Europeans won't attend.  They'll just go to the shows in their backyard.  And who loses?  Not just CES, but American retailers, consumers and maybe even the few leaders we have left, like Motorola.

It's not just CES.  This will affect any show with signficant Chinese exhibitor presence.  It will likely affect one of my clients, Coverings.

And it's not just trade shows.

More Asians choosing to attend Chinese universities over US which is terrifying, considering US students aren't going to fill the voids in engineering and science... you know what happens next: we become increasingly irrelevant in technology and R&D.  And that trickles down to more of us taking $8/hr jobs, and even those may not be safe.  Not this decade, but if you're under 30 now, you'll see it in your lifetime.  Unless things change quickly.

It's odd to think that of all the presidents who've served in my lifetime, the only two that understood this were both impeached.

Obviously our current leadership doesn't read Tom Peters otherwise they'd know this and this and this.  Foreign Affairs isn't quite as dramatic at Mr. Peters, but they've sounded the alarms as well.

One last gripe.  Why am I learning about CES's visa issues from the Financial Times and not from our own publications?  To give credit, Successful Meetings did a feature three weeks ago on visa issues.  But to not see a story as big as this that's been around for at least three days in EXPO or Tradeshow Week?  This is the type of thing that should merit a single-topic email advisory bulletin to subscribers.  I don't get it.

BAI's Retail Delivery Conference: Even Good Shows Face Defections

Seems there was lots to see at BAI's Retail Delivery Conference.

Among the interesting things the banking conference and expo did was to use a blog to post a few dozen stories to their site during the show.  There was also live posting of photos.  And they have a real-time comments section (only three people commented - but all were favorable).

Their confidence in sharing the news from the floor in real time seems to be well-founded.  By just about all accounts the show was a success. 

Not so fast.

This wrap-up article only deals with the ATM component of the show.  But after talking up what seems like dozens of ATM exhibitors who appeared happy to be at BAI, the author delivers a kicker in the last paragraph.

It seems the ATM people aren't happy and are looking to do their own event.  Odd, because it seems the ATM industry already has one.

The ATM folks will probably need an organizer.  You read it here first.  We'll take our finder's fee in cash.

Btw, BAI is looking for a salesperson if you're interested ([email protected])

The Convention Center, the Mayor, the Attorney General and Potatoes

Some stories just write themselves and Carol Marin of the Chicago Sun-Times must be having a ball with this one.

I have to admit, I had no idea the Donald E. Stephens of the eponymously named convention center in Rosemont was the town's mayor.  Or that he once owned a trade show company with a mobster.  Or that he was even still alive.  Or anything else I learned in this story. 

It's a hoot.  And now I'm dying to know how somebody gets the nickname "Potatoes".

Hanley-Wood Buys StonExpo and an Interesting Marketing Challenge

Are you sharing a market space with a competitor that's... well, how to put this without getting sued... probably not conforming to what we believe to be ideal industry standards?

Well, Hanley-Wood is.  At least now they are.

Hanley-Wood bought StonExpo a couple of weeks ago.  The show was formerly owned by the Marble Institute of America and the StonExpo Federation.  Under the sale agreement, both parties will continue as sponsors for StonExpo for the next 45 years.

But that's just the headline.  The back story is much more interesting.

The MIA had been taking a bit of a beating lately from a handful of exhibitors of stone fabricating equipment who recently formed an association called NASMA or the North American Stone Manufacturers Association.  The NASMA folks were backing the fledgling ITSS (International Tile and Stone Shows) vs. StonExpo and indeed some had reduced their space in StonExpo from large booths to small.

But that's not the interesting part.  Nor is the likelihood that MIA could have sold the show last year for a greater multiple but didn't because its board thought that to be a silly idea (we have good sources for this).

Rather, the interesting part is why StonExpo and Hanley-Wood may face an uphill battle:  The sheer outrageousness of its competitor.

Following are some claims that the ITSS team makes on its website and in the large number of emails it sends to prospective attendees. The claims are taken directly from their emails.

Claim #1:

ITSS - Las Vegas & ITSS - Miami are the only shows to be endorsed by NASMA - the North American Stone Machinery Association represents 90% of the world's fabrication equipment companies.

I gave up searching for a NASMA web site after not seeing them in the first 300 listings of "NASMA" Google search. But I did find stone machinery associations in Italy (a couple), Spain (a lot), Turkey, India... well, just about everywhere they mine stone.  So that 90% figure certainly appears to be horsebleep.

But why believe my opinion.  Here's an actual North American exhibitor of stone products who says ITSS is fabricating claims.

Which I guess also disproves Claim #2:

ITSS Expos gets 90% of all the stone machinery companies in the world to exhibit!

Claim #3

ITSS is the fastest growing trade show in the world!

Go apply for Tradeshow Week's Fastest 50 and let us know how you do.  If you even make the list, I'll apologize publicly.

Claim #4:

ITSS Expos is a pure selling show with no distracting ceremonies or seminars!

That was from an email ITSS sent in December 2003.  And it was a major selling point.  Up until this past show when, you guessed it, ITSS began offering seminars, using many of the same speakers as Surfaces and Coverings and StonExpo.  Gee, wonder why?

ITSS also makes claims about its attendance (10,000 at their most recent show when exhibitors and others in the know put the figure at considerably less than that, with some estimates being only 1/3 of claimed attendance).  ITSS also claimed 8,000 (or 9,000 depending on what email you read) for their summer show at Javits and got perhaps 1,500 according to editors and exhibitors in attendance who commented to me.  And that's with admitting the regular public.

ITSS also has an interesting way of rationalizing they're the #1 show - they put all of their annual events together and count it as one show in terms of square feet and total attendance.

Despite the creative math, all the ITSS events combined are still not as big as Coverings.  If ITSS claims their New York show was around 110,000 net sf and supposing their Miami show is the same, that would mean their Las Vegas event would have to be 300,000 nsf to have all three equal Coverings.  And that's just not the case.

It's disappointing when editors in the stone and flooring publications don't call ITSS out on the claims they make.  But as it turns out, ITSS buys many of the ads it places.  It doesn't barter.  So I guess cash does buy goodwill from editors.

Final note:  At this point, Hanley-Wood as said that StonExpo will continue to run in the Fall and not as part of Surfaces.  Which makes sense in that StonExpo has traditionally been more an event for fabricators than it has for flooring dealers.  But that may change.  Meantime, MIA is also continuing to support Coverings, which is how it should be.  We believe that we'll eventually see only two very large flooring shows that co-exist, Surfaces in Vegas and Coverings in Orlando (although the latter may be going to Chicago on occasion) with everyone else only signficant on a local level. 

In what is one of the the show industry's stranger oddities, although it would appear the two giant shows overlap significantly in exhibitor base, especially as Surfaces has moved from a carpet show into a broader flooring event (Coverings is only tile and stone), the two really don't compete.  One does not steal exhibitors from the other.  Just about all exhibitors do only one of the two - whichever is closest to their regional customer base - both, or none. 

Too bad it's not that way for all shows.  It would be a friendlier world in which to do business.

Little Known Attendee Niches Who Could Use Some TLC

Off-topic, but amusing...

If your event targets any of the folks mentioned in this article, please be sure to give them a little extra love when they attend.  They need it.

Oh... and maybe you shouldn't read this right before you sit down for that turkey.

The Worst Jobs in Science: The Sequel.

Thanks - or no thanks - to Anil for the link.