This document provides information on attracting U.S. organizers, exhibitors, and attendees to exhibitions. It discusses the differences between the U.S. and other exhibition markets, including show ownership, venue ownership, and lack of government oversight in the U.S. It then offers strategies for attracting each group, such as researching cities and associations to find organizers, using agents and loyalty programs to bring exhibitors, and hosting buyers or matchmaking to draw attendees. The presentation concludes by stating that U.S. associations are increasingly interested in exporting their events and that reaching out to U.S. companies is not overly complicated.
3. Denise Capello
Director Acquisitions &
Joint Ventures
RAI Amsterdam
@DeniseCapello
Jo-Anne Kelleway
CEO
Info Salons Group
@JKinfosalons
Claudia Maurer
Account Director &
Int’l Event Specialist
mdg
@ClaudiaMaurer
Stephanie Selesnick
President
International Trade
Information, Inc.
@StephSelesnick
4. Today’s Agenda
The US Basic Differences in Exhibitions
Attracting Organizers
Attracting Exhibitors
Attracting Attendees
Takeaways
5. Part 1: The Exhibition Business in the USA
The Basics
Show Ownership – 65% Association 35% For-Profit
Venue Ownership – Most are publicly held by cities
Most do not produce/own their own shows
Location: 2nd Tier cities can do quite well
Look and feel – pipe & drape vs. shell scheme (hard wall)
Government oversight – none
Unions and Drayage
7. Part 2: Attracting Organizers
Research
1st tier and 2nd tier cities
Industry associations
Relationship building
Partnerships
Ownership
Marketing
8. Part 3: Attracting Exhibitors
Agents
U.S. Government
Loyalty Programs
Priority Points
Stand Packages
Marketing
ROI
Matchmaking
9. Part 3A: Drayage (Material Handling)
The process of getting your display and products from the
loading dock to the booth and back out again after the show.
It is not provided by Freight Forwarders, but by the General
Contractor (GC)
Price varies from city to city, venue to venue, show to show
and is partially driven by how much “free stuff” show
management receives from their GC.
10. Part 4: Attracting Attendees
Hosted Buyers
Matchmaking
International Travel
Marketing
Email
Social media
Direct Mail
Advertising
11. Part 5: Take Aways
More than ever, U.S. associations are actually wanting to export
their events.
It’s not that complicated to reach U.S. companies.
There are people to help you with it.
ROI – Qualified Attendees
US is used to lead generation, metrics on attendees
Trade Shows mean no public attendees
Intellectual Property (IP) Protection
Date Protection with Venues
Nearby Western-style hotels & amenities
Advice for 2nd tier cities
Someone who speaks (& writes) English
Marketing intro:
As most major organizers market their events globally, there are a number of similarities, including very similar ads, TV commercials, experiential marketing, etc. However, there are some key differences we are discussing now