PRESIDENTS' MESSAGE

February 2007

Prospects and Customers

It's all about prospects and customers.
Over the years we have conducted numerous surveys asking exhibitors to list their primary reasons for exhibiting at trade shows.  The answer is always the same; sharing either first or second place is, "to develop leads and prospects" or "to see our customers."  Making an image statement is generally a distant third place.

A recent survey in Expo, a magazine covering the trade show industry, supports our results.  Their findings concluded that 61.4 percent of marketers use large trade shows primarily for lead generation.  The same survey finds that 54.6 percent use shows to gain more face time with specific target groups.  Trade shows continue to be an effective way to get through the clutter that bombards customers daily.
"Clutter is a big challenge our clients have to overcome," said one respondent. "Shows that can help our clients cut through that clutter, begin the dialogue with attendees earlier ... offer the most value to exhibitors."

In the late nineties and early part of the new century, trade shows began to lose some of their luster.  First, it was the rush to e-marketing and the internet. That was followed by 9/11 and a curtailment of business travel.  By 2003 trade shows made a strong comeback which continues through the present time.  The main reason for the recovery is attributed to the strength of face-to-face marketing.  Expo magazine writes: "The growth of spending on exhibit space demonstrates that b-to-b marketers value face-to-face marketing despite the growing presence of voicemail, e-mail and other electronic communication."

FPSA members know very well that most deals on equipment and services in our industry still require face-to-face marketing and a handshake (oh yes, a purchase order is always welcome too).

It's good to remind ourselves of the value of tradeshows.  Some times we take them for granted.  It's also good to remind ourselves that owning and managing a tradeshow is a benefit that we do not take lightly or for granted.  It is our mantra and it's worth repeating, "An exhibitor owned and managed tradeshow results in the best show for the visitor at the lowest possible cost to the exhibitor."  It's our mantra and our promise to you and your customers.

You will see all of this close up and personal at PROCESS EXPO this October in Las Vegas.  Strap yourself in and hold on for three action-packed days.  This year's show has already exceeded all previous Las Vegas offerings ... and we have over 6 months before opening.  We hope all of you will be part of this event.

There are some big announcements about to come regarding the 2008 show.  Most are already aware that PROCESS EXPO will occupy the new West Building of McCormick Place.  For the first time since we began our co-location with PACK EXPO, we will house the show on one, spectacular floor.  But, as they say, that's not all folks.  Stay tuned for some dramatic announcements following our Board of Directors meeting this March at the FPSA Conference.

Without disclosing the details, you can be sure of one thing; the changes suggested by the show committee and approved by the board of directors have one goal in mind ... to create the best possible trade show experience for you and your customers.

So stay tuned.