Rachel Wimberly
Rachel Wimberly is Executive Vice President of Business Development at Tarsus Group, US. Follow her on Twitter @TSNN_Rachel.
Dear Exhibitors – Attendees Would Like to See You at Shows
October 31, 2021
As the trade show industry started coming back to life over the summer and everyone collectively held their breaths hoping beyond hope that the attendees would show up – something very unexpected happened.
The attendees arrived in force – ready to buy and in good numbers – but what actually was missing in a lot of cases were the exhibitors.
We all know marketing budgets were slashed and the uncertainty around whether attendees would be at a show or not, along with some corporate travel bans, all are reasons exhibitors may not have been on the floor.
But – we need to help them understand what they are really missing out on, so they don’t continue to make the mistake of waiting on the sidelines.
For example, I was speaking with a venue manager recently who told me an interesting story about a show that’s in his building.
It’s a show that brings in a big group of product manufacturers in a specific retail sector and the attendees are owners of stores from the entire region who place annual orders.
The average exhibitor can book several million dollars in orders at the show, especially since many of the stores did not have the opportunity to check out products firsthand and buy them in the past 18 months.
The venue manager told me there were some exhibitors who didn’t come this year and others who were on hand had a great show and told him: ‘There is no way to replace that kind of money just making sales calls one by one.’
I completely agree and heard the same sentiment from an exhibitor at Tarsus Group’s Offprice show that ran in early August in Las Vegas.
The team that runs that show were nervous about how many attendees were going to be there. The doors opened, and the attendees showed up – in fact, more than 85% from the prior show in a non-pandemic time.
However, about half the exhibitors decided not to take a chance on the show.
As a result, though, the exhibitors who were there had a GREAT show since the attendees onsite were very motivated buyers and placed good orders.
In fact, one of the exhibitors told me it was ‘the best show he’s ever had’ and called a friend of his who usually exhibits at the show in front of me and told him – ‘You are really missing out!’
According to a recent survey conducted by Explori for UFI’s “Global Recovery Insights 2021” report, businesses queried have been unable to replicate the value of trade shows.
Sixty-six percent said they had ‘reduced networking opportunities’; 51% said their brand exposure still was being impacted; and 44% said they still had overall fewer leads being generated.
In the same survey, 72% of existing visitors said they plan to attend trade shows with the same or increased frequency in the future; 16% say they plan to attend much more frequently in the future; while only 4% of respondents fell into this category back in 2018.
In other words, the attendees may be signing up later than usual, so shows may not be able to tell exhibitors how many people exactly are going to be there several months out, but the attendees ARE coming, and they ARE buying - so don’t miss out!
Partner Voices
One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here.
New Wave Experiences
Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024.
Enhanced Technology
Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space.
Refreshing New Design & Fine Art
The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights.
Sustainable Spectacles
Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles.
The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.
Add new comment