Expert Analysis: Trade Show "Must Haves"
stool. "It takes the vendors, attendees and the organizers all to see the trade show as being beneficial for it to be a success.”
The Best Audiences
Audiences want and need to learn some- thing at the trade shows they attend. For the business-to-business crowd, offering CPE (continuing professional education) credits or other professional courses pro- vides a "win-win" situation for both organ- izer and attendee. Attendees are able to obtain the latest information, while organ- izers - such as industry associations - are able to present the attendees of their trade show with learning opportunities not found anywhere else.
Attendees will return time and time again if they know that the organizer can pro- vide valuable content not available through other sources. For organizers and attendees, exhibitors play a crucial role in helping to pay for the event and keeping down the cost of event registration.
Planners, especially those focused on edu- cation, must always consider the exhibitor space as an equal priority to the overall content. The exhibitors provide services and products that attendees need, so attending the show offers the unique opportunity to interact face-to-face with these primary service providers in a single location.
Joe Amore, director of operations at Pines Manor in Edison, New Jersey, says that one growing trend within the trade show industry is the use of these shows as a potential recruiting tool. They are being designed in such a way as to attract poten- tial job candidates who might match up well with various career opportunities. Amore explains, "For instance, those in nursing, accounting and finance all use this time to find potential new employees. It is not a career fair, but specific to their industry.”
Those attending are already in related fields to these industries, so trade shows acting as a potential job recruitment forum is just another added benefit.
Amore says that Pines Manor hosts events of all sizes, ranging from 15 to 1,500 atten-
Mid-Atlantic EVENTS Magazine 37
• Availability, visibility and organization on the part of the trade show planner is important to the participating vendors. • Promote, promote, promote. • Offer pre-registration incentives to help attract more attendees.
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