Why Are Event Organizers So Anxious?

We should all be diving into this new year with enthusiasm.

The stock market is reaching record highs. Unemployment is at its lowest level in a decade. GDP growth is consistent. Presumably, the new tax cuts will give companies more money to work with – and to spend with you!

All good reasons, under ordinary circumstances, for a show organizer to be optimistic.

So why are so many tradeshow organizers and conference planners I talk to worried?

Granted, CEIR’s third-quarter report on tradeshow industry performance was down 0.7 percent. But, if you remove two industry sectors from the total equation, performance was up 2.8 percent.

So what’s wrong? Why are so many organizers reporting that registrations for shows in the first or second quarters are down compared to previous years?

Event organizers are anxious because their potential attendees are anxious. Today, we live in a world in which people have no confidence their leaders can assure them that “everything will be OK.” They worry that things beyond their control will spiral into chaos.

Those of us who were around following Sept. 11, 2001, remember the impact the terrorist attacks had on shows that had nothing to do with what happened in New York, Washington, D.C., or Pennsylvania.

So what can you do if you feel you may suffer the consequences of the vague sense of dread that is blanketing the world?

Reinforce the value of your event. If your potential attendees decide they’ll only travel to one conference this year, make sure it’s yours.

Create content that will make it so much easier for your attendees to do their jobs and increase their bottom lines. Give them the most urgent information they need to navigate troubled waters. Make sure they will connect with the people who can help them the most.

And then be sure your potential attendees get the message that you have the information and connections they desperately want.

Make this the year you defy and exceed expectations!

Michael Hart is an event consultant and conference content professional. He can be reached at michaelhart@michaelgenehart.com, @michaelgenehart or 323-441-9654.

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Why 2017 Could Be a Good Year for Events

If you were at IAEE’s Expo! Expo! last month or at PCMA’s Convening Leaders this week in Austin, it’s hard not to notice what everybody was NOT talking about, especially since it’s what they’re talking about everywhere else they go: Donald Trump.

Regardless of whether you’re a Trump fan or not, it’s hard to deny that his sheer unpredictability has everybody in business a bit nervous. At the same time, event organizers talk politics in their work lives at their own peril, nervous that they’ll offend the sensibilities of clients.

So, the president-elect has become the proverbial elephant in the room. Despite the fact his plans for economic policy, deregulation and tax reform remain quite vague, most business leaders seem to be taking some comfort in the fact that something is going to happen – whether it’s good or not.

It is likely that this is the year when corporate America finally does begin to invest again in new products and infrastructure upgrades, which should mean more products and services that need to be introduced to potential buyers at trade shows.

The reality is this was probably going to happen no matter who was elected president.

Companies have taken much longer than anybody anticipated to get over their shyness after the recession of now nearly eight years ago. That is clear from the evidence that capital spending by Fortune 500 companies is increasing despite the fact the Fed raised interest rates and plans to do so at least two or three more times this year.

Dating back to the recovery that began somewhere around 2009, companies have been reluctant to invest much when the economy was rebuilding itself at the slow pace it was. They were more concerned about their hurdle rates – the minimum return on investment – and sought out safer alternatives like stock buybacks.

There is no real evidence that a Trump administration will do anything to spur economic growth. It’s more a case of companies simply tiring of waiting out the economy.

To its credit, the events industry has somehow managed to keep itself moving through all this, sometimes at a rate that is faster than the gross domestic product.

The next challenge for event organizers will be to assure that, even as their best customers look for the most effective marketing channels, their trade shows and conferences remain relevant.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com.

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