Greason suggests the most basic tip for maximizing each dollar: Time. Give ven- dors an adequate amount of time to match budgets and offer solutions. The earlier someone reserves with AFR, the more recommendations they can receive. With locations in every major city, AFR can help with an entire show schedule when provided enough lead time.
Another great way for show planners to avoid pitfalls: ask local show decorators or general contractors for unbiased opin- ions. Companies like AFR and Main Line Expo work at almost all of the trade show venues, but do not have an incentive for recommending one over the other.
These professionals might be the perfect source for getting unbiased advice when selecting a location. Many of them also travel nationally and internationally for shows, meaning they could potentially help with an entire show schedule.
Patti Gallagher of Main Line Expo works with clients - both the planner and the exhibitor - to provide booth rentals and equipment. She agrees with many other industry experts that trade shows have not been canceled, but the number of exhibitor booths at these shows have declined slightly.
Gallagher describes the industry now as “leaner and meaner.” Main Line Expo’s trade show business has eclipsed general event business and now represents 75 per- cent of their business. She believes 98 per- cent of that is repeat business, which proves that show planners have not missed a beat.
Two years into the global economic downturn,
trade show planners have
demonstrated that these shows work. By spending smarter and seeking advice, planners are masterfully creating a solid niche in the event business.
By offering to go the extra mile, vendors and venues are making future plans not only possible, but easier, too.
Cat Lambert currently works as the Associate Director of the Elite Charitable Foundation. She also works as consultant for non-profit and cor- porate clients in the areas of event planning, marketing, and copy writing.
mcatherinelambert@gmail.com
Mid-Atlantic EVENTS Magazine 37
Trade shows targeting specific audiences will find greater success by asking exhibitors for feedback, and then acting on it.
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