Does Event Size Still Matter?

Cathy Breden of IAEE “took me to the woodshed” because of my recent comments on the accuracy of the CEIR Index.

So be it. I can take criticism, I welcome contrary views, and I ordinarily would not even revisit the issue.

However, I want to reiterate that the ultimate point of that blog post was not the challenges that CEIR faces with its Index, but the reluctance of the events industry to share accurate information…with anybody. The fact that there are perceived problems with the CEIR Index is just one symptom of an industry-wide conundrum.

With the opportunities provided today by data analytics, it is so much easier for show organizers to make the case for themselves with potential attendees, sponsors and exhibitors. And the opportunities have little to do with who has the biggest showfloor, the most attendees or even the most revenue.

They have to do with whether a particular event is the one that will benefit a specific attendee or exhibitor.

Does size matter in the events industry? Is it really important to have more square feet of exhibit space or more attendees than any other trade show in your industry sector?

Probably not.

The events industry has changed drastically in recent years. Those metrics, still in favor by many, were significant in an age when the value of a product was directly proportional to its size. Trade shows were where people went to sell big things – machines, tractors, giant servers, furniture, etc. – and the more space you took up, the more effective you were at selling those things.

Things of value today…not so big. In fact, there are products of great value that have almost no physical presence at all! At best, those trying to pitch them can use their trade show booth to demonstrate something that nobody can see or hold in their hands.

Those old metrics also stem from a time when the trade show floor was – and stop me if you’ve heard this one before – the best place for buyers and sellers to connect.

It is no longer the “best” place in every case. People with stories to tell and products to sell have many, many ways to communicate with potential audiences. The event is just one of many marketing channels available to them.

The opportunities for engagement and community are what makes an event valuable today, not the size of its exhibit hall or the number of people in the aisles.

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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What If Your Show Dates Coincided With Hurricane Irma?

As events unfolded ever so slowly in the Caribbean and Florida, who among event organizers didn’t think, “There, but for the grace of God, go…”?

The organizers of the Miami International Auto Show postponed their event. Surf Expo in Orlando closed a day early.

Shortly before Hurricane Sandy a few years ago, I was headed to a long-planned event in New York, only to be stopped just minutes before I was to get on the plane. Most attendees for this particular show were traveling from the Northeast and had not yet left their homes when the decision was made to cancel, but a few dozen who didn’t get the message in time spent several days cooped up in a mid-Manhattan hotel.

What would you do if your show had the unfortunate pleasure of sitting right in the eye of a potential major natural disaster?

First off, don’t pretend — at least to yourself and your team — that it’s not about the money, because it is.

The better angel hovering just beyond your right shoulder is worried about people’s safety. But the realistic business person hovers over your left shoulder fretting about refunds, cancellation fees and busted budgets.

Even though you don’t want to, think about this ahead of time. Have a plan that, if you’re fortunate, you never have to execute regarding what you’ll do if you find yourself a few days out from the event and you — along with your sponsors and attendees — are learning about an impending disaster.

What would or could you do about rescheduling if necessary? What does the fine print in your contracts with vendors say about the financial implications of a sudden cancellation or an “act of God”? How far are the bulk of your attendees traveling and what does that tell you about how much time you have to make a final decision to go forward or cancel?

Thinking about all this in advance means you can save time changing plans on the spot at the last tension-filled minute.

Do your best during the registration process to assure you have reliable contact information for attendees and exhibitors if and when you need to get in touch with them immediately. Start communicating with them even before you’ve made your final decision about what to do.

Then be available when they start calling, texting and e-mailing you in those days when you’ve got a million other things to think about at the same time.

Do these simple things and when you make your decision about which path to take in the face of a potential disaster — cancel, reschedule, fly blind — you’ll do so with the confidence that will compel your event participants to trust you did the right thing for them.

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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4 Hacks Donald Trump Has for the Event Organizer

trump-imageClosing in on a month after the election, I thought by now half of us would have gone back to making their own pesto, collecting butterflies and sitting alone in a dark room listening to “Pagliacci,” while the other half would have returned to their hootenannies, bearing profane messages on their T-shirts and racing their RVs.

But, alas, election fever isn’t over quite yet. However, the result is in: Like it or not, Donald Trump won, and he did it in the most untraditional of ways.

What means did he use that event organizers can hack?

First, they can abandon their faith in traditional communication channels and find the most direct way to reach potential attendees. Throughout the election, pundits declared there was no way Trump could compete in this or that state without buying more television air time.

Instead, he famously took to Twitter and put on daily over-the-edge performances in locations that didn’t seem to make sense politically. Yet his message resonated with a certain voter in a way that Hillary Clinton’s didn’t.

Is it time for you to drop those tired e-mail and direct mail campaigns and find a channel to communicate directly with your audience?

Second, he worried less about “getting out the vote” on Election Day and more about creating a brand that somebody who might potentially vote for him could identify with.

It’s a scary proposition but, given the limited resources you have available, are you still better of fretting about where your registration numbers are compared to last year? Or would you be smarter to focus more on simply getting your message out to everybody who might be intrigued?

Third, about the nonstop questionable “facts” Trump blurted out: Even though much of what he said could not get past the media’s fact checkers, enough voters in the right states didn’t care. Post-election analysts have it right. Media watchers tried to take him literally, but not seriously. Exactly the opposite with his voters. They cared less about the details and more about Trump’s underlying message to them.

Do you spend your time telling potential attendees how your event will help their businesses and their careers? Or are you busy making sure they know what time the opening reception starts?

Finally, Trump reached those on the margins, people who in many cases had not voted in years, and converted them into loyal brand followers.

Does your marketing target those who attended your event last year? Or are you looking for a way to reach those who don’t even know about you yet, but who could benefit if they did? And how do you reach them?

Michael Hart is a business consultant and writer who focuses on the events industry. He will participate in a webinar Dec. 16 entitled “Keep Your Attendees from Cheating on You.” Hart can be reached at michaelhart@michaelgenehart.com.

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How Far Have You Extended Your Event Brand?

amazon-imageNow that it looks like Amazon will start opening its own brick-and-mortar convenience stores next year, does anybody remember how it got its start?

As the first online book store in 1994. And for many years, that’s all it was. Even then, it took well over a decade before it became the kind of technology disruptor that would destroy most of the book store chains once in existence.

Today, of course, it offers much more. It was one of the first companies to make cloud computing accessible to large numbers of small companies and now has its own branded apparel labels, snack foods, consumer electronics, television shows and movies.

But, as is clear with the news about the Amazon-branded convenience stores, it is taking another step with this next phase, moving beyond online retailing back – in a way – to an earlier era of retailing that involves personalized, face-to-face customer service with live employees in its own stores.

By the way, in case you missed it, a year ago Amazon opened a … wait for it … brick-and-mortar book store near the University of Washington in Seattle.

So, it has come full circle, from offering an alternative to the traditional book store, to practically destroying that entire business model, to a new version of the old-fashioned book store down the street.

It’s not that Amazon has any deep passion for books either. It’s because Jeff Bezos is always looking for the next opportunity to extend the Amazon brand; this time, it just happens to be back to the past.

Let’s say you started out with a single tradeshow in 1994 and, even though you might not have known what you were talking about, you called it a brand. Twenty-two years later, how far have you extended that event brand?

There are ways to do it, starting today.

Jeff Bezos is no smarter than you and, if he can do it, so can you. Besides, if you don’t extend your event brand, and fast, somebody else will read this and do it for you – and make it their brand.

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