There has been a lot of talk in recent years about the decline in participation at trade shows. Some of it is a general discussion about shrinking trade-show audiences. Some concerns dire predictions that the days of trade shows being an important part of doing business are over because of economic factors. This is an attitude that is popular across a number of industries, but it has reached a crescendo in the building/kitchen and bath industry.


WHY TRADE SHOWS WON'T DIE

The last couple of years have seen major drops in attendance. For example, the International Builders' Show (IBS) had 105,000 attendees in 2006, putting it in the top ranks of American trade shows. The show has been in steady decline since, hitting just over 60,000 in 2009.

The Kitchen & Bath Industry Show (KBIS) has experienced a similar fate. In 2006, attendance in Chicago was over 60,000; great numbers for a show essentially focused on two rooms in the home. The next year, 2007, actually saw an increase to 65,000. Since then, as the economy worsened, the drop-off has been steep. The show moved to a smaller venue in 2009 in anticipation of continuing declines. Still, the final attendance figure was down more than 50 percentage points from the high.

This trend, of course, begs the question whether shows will survive in their current form. Some shows, such as the flooring show, Surfaces, and the Hardware Show, have already committed to a smaller footprint. Others have consolidated, like the pool and spa industry shows, Aqua and Pool & Spa Expo. In fact, they have become one show, called Backyard Expo, which encompasses almost everything outdoors. Other show management companies are exploring opportunities for "virtual shows."

Despite consolidation (which isn't necessarily a bad thing by the way), it is my belief that trade shows will remain an important part of the home products landscape, particularly kitchen and bath products. As the population continues to grow, and housing and the economy rebound to serve an increased consumer base, trade shows should reach the attendance of a few years ago.

Why will this be the case? For kitchen and bath designers, the answer is simple. Where else can you see all the latest products and services from almost every major manufacturer in the industry in one location over the course of three days? A trade show is a tremendously effective way for professionals to explore and compare the relative quality and aesthetics of new products in one venue.

Plus, trade shows are a great place for industry professionals from different regions to interact and exchange ideas. That is in addition to the educational programs offered at the shows that might not be available otherwise. Many of the seminars offer CEU credits that are important for keeping NKBA and other certifications current. For many designers, this one-stop venue to keep up-to-date on the latest in design trends is the main reason for attending.

The same applies for exhibitors. Not many companies can have the feet on the street to reach the number of people they can interact with at a trade show. There is a tremendous amount of incremental business to be gained that, when taken in the aggregate, really adds up. The main complaint we heard at trade shows when traffic was at its highest was, "We don't write any business or make any deals here." It seems counter-intuitive, but this has changed since attendance has shrunk. Now we hear, "The show was light, but the people who were here were motivated to do business."


MAXIMIZING TRADE SHOW PARTICIPATION

A trade show is a valuable tool that, when utilized correctly, can have a big impact on your business. Correct utilization is the key. Whether you are an attendee or an exhibitor, it is not enough to set up a booth or walk the floor and just let things happen. You need a game plan to maximize your engagement. Below are some suggestions to help accomplish this.

1) Plan Ahead
Gather intelligence based on previous shows you have attended. Use that as a starting point for what you may be able to do differently or better and lay out a game plan for how you will attack the show, taking into account the following elements:

• Create a spreadsheet for each day broken into half-hour increments that list the manufacturers you want to visit and educational sessions you want to attend so you have an easy-to-follow schedule.

• Decide ahead of time on the most important targets. Look for your best opportunities to develop new business or fulfill other goals.

• Be sure to leave time for educational seminars that are valuable to your continuing education.

2) Set Goals
Assign targets to yourself and others in your company who will be at the show and consider offering incentives for those who achieve them. These targets should probably encompass some combination of number of meetings and results. For example, if you are a designer, it could be 20 meetings resulting in three new product supplier partnerships. If you are an exhibitor, your goal could be 20 meetings and five new pieces of business. Use whatever metric suits your business model as your goal, but make it specific and realistic.

3) Focus on Pre-show Activities
Start well in advance of the show. Up to two months is not too soon. If you are an attendee, the exhibitor and seminar lists are posted months before the show. Setting appointments with exhibitors is a transparent process. Get to them before their time is booked. Many shows make tools available to you that make this process easier.

For example, KBIS offers KBIS Connect, an easy-to-use web tool that allows you to organize your trade show experience in advance with tools like an agenda planner and exhibitor meeting requests.

There are also ways for attendees and exhibitors to drive incoming pre-show queries for meetings, resulting in less legwork. Using your website as a portal and focusing on ways to encourage visits from potential business targets is one way. Subtle, creative direct marketing is another. Use your existing database to promote your attendance and new products and services. Include a call to action that you are accepting appointments.

4) Education as a Promotional Opportunity
Next, consider getting out of the audience and up on the stage. If you plan far enough ahead, you can pitch show management on a topic of your choosing to present as part of the education program. Developing and presenting an accredited CEU course is a great reputation enhancer that will live and be useful beyond the show. Alternatively, you can collaborate with a manufacturer to develop a program based around a current hot topic. It is already too late for most shows in 2010, but here is a link that may trigger some ideas for the future. 

5) Don't Give Up on the Last Day of the Show
The last day of a show is usually quiet. However, some of your targets may still be there with time on their hands. A meeting on the last day is likely to be unhurried, giving you a chance to get more time from your sources. If you leave some time open on the last day, you may even be able to do some "drive-bys" and explore new products and sources you have not worked with before.


FINAL THOUGHTS

A lot of this advice is really a mix of due diligence and common sense. Still, you would be surprised at the number of people who just show up at a trade show with a badge, a briefcase and a floor plan without a game plan. To those of you who take a systematic approach, perhaps with elements of your own that do not appear here, congratulations. Trade shows probably have paid off for you over the years. To those of you who have not, here is your chance.



—Audra Hession is VP of Gibbs & Soell Inc., a leading independent public relations agency that specializes in the residential and commercial building and remodeling industries. As Group Head of G&S' Consumer Lifestyle and Building Solutions Practice, Hession brings more than 15 years of experience as a trusted communications advisor to companies seeking successful brand positioning, marketing communications and visibility campaigns that focus on the design community. To contact Hession with questions and suggestions on topics for future articles, please email her at ahession@gibbs-soell.com.