accelerating the success of your show in a transition economy presented by francis j. friedman...

Accelerating Accelerating the Success of the Success of Your Show In a Your Show In a

Transition Transition EconomyEconomy

Presented By

Francis J. FriedmanPresident

Time & Place Strategies, Inc.New York, New York

(212) 879-6400

Francis J. Friedman © Time & Place Strategies, Inc.

http://www.oscareinzig.com/nrapressroom2008/014h.jpg

(c) 2015 Time & Place Strategies(c) 2013 Time & Place Strategies

“Tradeshows Are The Only Medium Where The

Customer Pays To Hear Sales Presentations”

Francis J. Friedman © Time & Place Strategies, Inc.Francis J. Friedman © Time & Place Strategies, Inc.

Successful Tradeshow BrandsSuccessful Tradeshow BrandsAre Built On Targeted Markets Are Built On Targeted Markets



Event Production BattlegroundEvent Production Battleground

ENGAGEMENTENGAGEMENT

RELATIONSHIPRELATIONSHIP&&

TRUSTTRUST



Show Production Show Production Target Outcome Is…Target Outcome Is…

Your stakeholders know…

that you know…

who they arewho they are…and…THAT

you have built your show

specifically to meet their needs



Understanding TimeUnderstanding TimeA Key Success FactorA Key Success Factor


(c) 2015 Time & Place Strategies

Up EconomyUp Economy• Time & focus: “future”• Sense of optimism• Growth planning• Spend $ today for future

new business options • Expanded marketing and

customer acquisition– Advertising– Tradeshows / events– Travel / entertainment– Incentive programming– Hire employees

(c) 2015 Time & Place Strategies

Down EconomyDown Economy• Time & focus: “right now” • Scarcity, pessimism & fear• Core business focus • Control all assets & spend • Return to “tight” basics

– Cash is king---CFO in charge– Reduce / control costs– Day-to-day management– Extreme customer focus– Do it ourselves– Minimize staffing


Transition EconomyTransition Economy

UNCERTAINTYUNCERTAINTYTime

Money

Emotions

Well Being

Political Stability


Transition EconomyTransition Economy• Time & Focus: now & short term

• “New normal”; “cautious optimism”

• Control cash

• Meet Wall Street goals (EPS)

• Manage the business pragmatically

- Control costs / expenses

- Innovate marketing / sales

- Customer development

- Few/no new products/innovations

- Control payroll / outsource

- Stay alert for changes +/-


Time and Context In Time and Context In A Transition EconomyA Transition Economy



What is the Context What is the Context for Your Event?for Your Event?

• Economically (By quarter 2015; projected 2016)

– Your industry

– Your exhibitors

– Your attendees

– Budgets

• Emotionally– Optimistic

– Pessimistic

– Cautious

– Day-by-day

• Show Team– Optimistic

– Pessimistic

– Cautious

– Tired

– Show outcome expectations---emotionally



In the Context of Your Industry…In the Context of Your Industry…Economically and Psychologically Economically and Psychologically

2015-20162015-2016

• Where does your show fit?– Have-to-have you ?– Want-to-have you?– Nice-to-have you– Don’t need you?

• What do attendees need, want and desire from you?

• What can you demonstrate to the industry that is compelling for them to…”have-to-have you”?



Transition Economy Transition Economy Tradeshow ChallengeTradeshow Challenge

Build/market a show…so over time it is

1)1) Emotionally in sync with its target Emotionally in sync with its target

audience & their contextaudience & their context

2) Meets changing attendee needs and Meets changing attendee needs and

expectations as they evolve expectations as they evolve

over the show production cycleover the show production cycle



Understanding Time & Emotion Understanding Time & Emotion In A Transition EconomyIn A Transition Economy



Secret Secret PrinciplePrinciple

ADD VALUEADD VALUE



High Value Makes It Easy To Move High Value Makes It Easy To Move A Customer To “Yes”A Customer To “Yes”



ValueValue In a Transition Economy In a Transition Economy

• What is valued (i.e. willing to pay for)

• Scale/form of the value (i.e. how is it measured)

• “Meaning” of the value you offer in

the life/career of your audience



ValueValue In a Transition Economy In a Transition Economy

Value delivery:

– Specific and meaningful (i.e. they’ll pay for it)

– Meets current (dock) and future (canoe)

needs, wants and desires

– Clearly articulated in promotion copy



Brand Brand CommunicationsCommunications



Show Personality---”Persona”Show Personality---”Persona”

• If your show were a person, what

would its personality (“persona”) be?

• Engage the customer relationship

• Enhance intimacy

• Build trust



CopyCopy Development DevelopmentCopyCopy:• Must Have relevant “context”

• Written in “first person”…“personal” voice

• Carries on an intelligent conversation with your

audience…from their perspective

• Include dock and canoe references in balance to

the industry time-emotion event production cycle



Tradeshows Make Direct And Tradeshows Make Direct And Implied Brand PromisesImplied Brand Promises

These Promises Are Promoted in the

Pre-Event COPY and Built Into the

On-Site “PROGRAMMING”



National Restaurant Association,National Restaurant Association,Restaurant Hotel Motel Show Restaurant Hotel Motel Show (5/18-21/13)(5/18-21/13)

March 2013 Pre-Show Brochure CopyMarch 2013 Pre-Show Brochure Copy

MAKE GOOD THINGS HAPPEN

Arm yourself with everything you need to minimize the bad, capitalize on the good and create

your own big opportunities.

While this year's sales projections look good---there are also serious challenges. You need to

address both.

Healthcare, commodity and energy costs are up--and you need to overcome them. Technology,

sustainability, local sourcing, special-diet menu expansion are all hot, lucrative trends---but

you need the intelligence to act on them.

We've assembled 2,000+ exhibitors, 60,000 foodservice professionals, 80+ education sessions

and more to drive success. This is where you make your move. ONLY HERE



Social MediaSocial Media



Social Media…OpportunitiesSocial Media…Opportunities

• Monitor industry social media. What’s “the conversation”?

• Develop a “content strategy” to engage the conversation and move

the prospects to “Yes”

• Content: “value” and “engagement” are key: WIIFM

• Develop a “content calendar” to stay on-course

• Use audience apps / services / mobile / “metrics”



ProgrammingProgrammingShow & DesignShow & Design



Secret Secret PrinciplePrinciple

ADD ENERGYADD ENERGY



Conscious Event “Programming”Conscious Event “Programming”

• Think of it as orchestrating the entire participant experience by participant segment MappingMapping thethe Customer Journey Customer Journey (e.g. attendees, exhibitors, sponsors, VIP’s, press, etc.)

• Programming all “touch points” of your event

– Show floor design & experience

– Education sessions (relevance and value)

– VIP events

– Pre-show, at-show, post-show communications

– Technology, social media & customer service



Show Floor DesignShow Floor Design

ADD MOVEMENTADD MOVEMENT

ANDAND

AnimationAnimation

Don’t Bore Me!Don’t Bore Me!



Show DesignShow Design

NEWNEW• Exhibitors may have cut down on new product Exhibitors may have cut down on new product

developmentdevelopment

• Show Management must add NEWNEW to the show floor…to make up for exhibitor NEWNEW shortfall (On-floor demonstration areas, video walls/boards, contests, awards,

new product show case, in-town behind the scene tours, etc.)



Mobile Technology Mobile Technology & Social Media& Social Media

• Venue bandwidth (for exhibitors and attendees)

• Reg. system: ”Create My Show”---attendee

feature

• Mobile / mobile apps: directory/floor plan,

schedules, voting systems, etc.

• Monitor shows outbound Tweet/Facebook posts



Transition Economy Shows…Transition Economy Shows…

Potentially Some of the Most Potentially Some of the Most

SuccessfulSuccessful



Building a Winning Event Building a Winning Event in a in a

Transition Economy Transition Economy

Positioning

Value

Understanding Time

Copy & Communications - WIIFM


Francis J. Friedman © Time & Place Strategies, Inc.Francis J. Friedman © Time & Place Strategies, Inc.

Successful Tradeshow BrandsSuccessful Tradeshow BrandsAre Built On Targeted Markets Are Built On Targeted Markets



Show Production Show Production Target Outcome Is…Target Outcome Is…

Your stakeholders know…

that you know…

who they arewho they are…and…THAT

you have built your show

specifically to meet their needs



Helpful Articles Helpful Articles ByBy

Francis J. FriedmanFrancis J. Friedman

Tradeshow Marketing to MillinnealsTradeshow Marketing to Millinneals

issuu.com/facilitiesonline/docs/2014_summer_mm/22?e=1111454/9003780issuu.com/facilitiesonline/docs/2014_summer_mm/22?e=1111454/9003780

IAEE Future Trends Committee Report 2014IAEE Future Trends Committee Report 2014

http://www.iaee.com/downloads/1422246234.53381800_d166b745f4/2014%20IAEE%20Future%20Trendshttp://www.iaee.com/downloads/1422246234.53381800_d166b745f4/2014%20IAEE%20Future%20Trends%20Impacting%20the%20Exhibitions%20and%20Events%20Industry%20White%20Paper.pdf%20Impacting%20the%20Exhibitions%20and%20Events%20Industry%20White%20Paper.pdf



Accelerating the Success of Accelerating the Success of Your Show In a Transition Your Show In a Transition

EconomyEconomy

Presented ByPresented By

Francis J. FriedmanFrancis J. FriedmanPresidentPresident

Time & Place Strategies, Inc.Time & Place Strategies, Inc.New York, New YorkNew York, New York

(212) 879-6400(212) 879-6400


accelerating the success of your show in a transition economy presented by francis j. friedman...

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