To most trade show organizers the word 'consumers' doesn't belong in the same sentence as 'trade shows'. Since they can't attend the event many organizers view consumers as 'irrelevant' at best and 'irritating time-suckers' at worst. They are the ones who fill up a show's e-mail boxes and leave messages on your phones with questions about products and services that only exhibitors can answer. And while consumers may not be important to you they are of utmost importance to your exhibitors and their retail customers. After all it is the consumers who now own companies' brands.

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.