There are few topics in our industry that stimulate more lively discussion then trade shows. Are there too many? What do you really get out of them? What will you miss if you don’t go? And the question that seems to be hotly debated recently… should industry trade shows allow hosted end-users to attend?
I have positioned this commentary as my perspective and I invite you to contribute yours.
Full disclosure here… I like trade shows. I believe good business is based on strong relationships. Trade shows give me the opportunity to meet face-to-face with my colleagues and have access to a variety of worthwhile educational opportunities.
Attending trade shows does however represent a significant investment of time and money. In an age where ROI is coming under greater scrutiny, expenses are closely evaluated and the choice to attend must be based on what is best for each business.
I just returned from the San Diego ASI Show and in evaluating the trip based on the goals I hoped to accomplish, I can say it was a very beneficial event.
My goal is to bring relevant content to our growing distributor community and value to the forward-thinking supplier partners who support our popular business resource program, FreePromoTips.com. Trade shows enable me to develop that content in a variety of ways. I put together videos like “10 in 10,” where we present 10 Business Building Ideas in 10 Minutes. These short informal videos enable our supplier partners to teach distributors about their products and offer selling suggestions. We also include new products or suppliers that we feel may be of interest to our audience.
At the San Diego ASI Show, I had the privilege of sitting down with prominent industry leaders, Mark Graham from RIGHTSLEEVE and Bobby Lehew from Robyn Promotions. They share some their thoughts on why you need to take the time to market your business in this video for those who are interested. I think it’s good stuff!
It was also an honor to film a video with industry icon, ASI Chairman Norman Cohn, with Mark Graham, ASI’s Entrepreneur of the Year. A moment like this was a highlight of the show for me.
Love it or hate it, the social media element has added new dimension to how we do business. Relationships are being developed and business is being developed on Facebook and Twitter. Connect to FreePromoTips.com on these on these platforms so you don’t miss all the content we present.
Another benefit of trade shows is meeting personally with those we’ve come to know “online.” The rooftop party hosted by AddVenture Line and the impromptu “tweet up” was a blast. We offer an exclusive look into the “dark side” of what went on in San Diego as “brilliant” people got together. The video is actually dark … but the message is enlightening. Look past the fun we were having and learn from the informal teaching that was shared by successful distributor Tonia Allen Gould, CEO of TAG! The Creative Source.
As our industry evolves, so do trade shows. The news of The PPAI Expo allowing end users to attend on Friday has lead to passionate opinions about the decision. There have been many comments addressing this in the Promo Marketing LinkedIn Group and on this poll taken by Promo Marketing.
Here are two opinions, for and against the idea.
FOR:
“The facts need to be aired before we kill this idea. There is hardly a product that cannot be bought, searched for, or obtained in today’s marketplace. As a supplier, it would be a ‘death knell’ to sell to a distributor’s customer or client. Many large companies installed in-house acquisitions departments to purchase everything in the form of accessories and support product, only to find that it did not work, and disbanded them nearly as quickly as they were formed. I have found over the years that a major client will utilize their distributor as the small ‘pittance’ that they make for the services that they render is a deal that they will not cross. Read the conditions and you will see that it’s limited to 2 end users.”
Fred Blanton, Colonnade Lights International
AGAINST:
“I think inviting end buyers to our industry trade shows is hurtful to our industry in the long run. In the short run, it may feel enticing and will likely create an extra order or two. But ultimately, when we invite clients into our ‘trade’ shows, we are in essence saying, ‘Look around, shop around, and see what catches your eye.’ Even if escorted, and even if attempting to focus on a particular client project, when we include our clients in the ‘shopping’ process, we are (1) emphasizing the ‘product’ nature of our industry rather than the ‘consultative solution’ aspect (and ‘product’ focus tends to result in ‘product-at-price’ focus), and (2) even worse, by encouraging end buyers to shop and pick items out that they’re attracted to, we take them one step closer to their ‘shopping on their own’ on the internet next time, without even including the distributor because they are in ‘control’ of product choice. This moves distributors one step closer to becoming dinosaurs.”
Ron Baron, An Inspired Life
I am reserving judgment about this decision until I find out more information. On the one hand, I commend PPAI for at least trying to address something that has been happening “in secret” for years. Whether this is a good idea or a bad idea will remain to be seen. I can see the problems. I can see the benefits. What I think concerns people, and it rightfully should, is the blurring of supplier/distributor lines. But that’s a topic for another time.
So, what is your opinion on trade shows and the new Hosted-Buyer program at The PPAI Expo? Will you be taking advantage of this opening and bringing a client? Why or why not? We welcome your opinion!
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