2012 Gold Rush - Trade Show Executive

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2012 Gold Rush TRADE SHOW EXECUTIVE'S GOLD 100 AWARDS & SUMMIT RECAP Hollywood’s Michael Villani returned as master of ceremonies for the Gold 100. Villani kept the proceedings on course and on time with his usual aplomb. The New Business Models session tackled the tricky issue of pricing. Jochen Witt (R) of JWC led the presentation that also included Reed’s Nancy Walsh and Gene Sanders of SPI, the Society of the Plastics Industry. 48 November 2012 | Trade Show Executive Different Kind of Keynote. Author Scott McKain spoke about the art of differentiation and keeping trade shows unique and a cut above the competition. Jason McGraw of InfoComm takes part in the audience give-and-take. Questions and comments from the fl oor added to the quality of the Gold 100 Summit. Gary Shapiro of the Consumer Electronics Association (left) moderated the popular “Burning Issues” panel. He was joined by (L-R) Roger Dow of the U.S. Travel Association, Peter MacGillivray of SEMA, Britton Jones of Business Journals, Inc., and Kerry Gumas of Questex Media Group. Continued from page 46 Panels of Peers Every year, TSE brings in a solid roster of speakers who are at the forefront of the trends and challenges shaping the exposition industry. The November presidential election, the sputtering economy and the art of keeping trade shows at the top of their game were a common thread in most sessions. • Keynote: Scott McKain, commentator, former CBS anchor, and author of The Collapse of Distinction, opened the Gold 100 Summit with a warning that “familiarity breeds complacency.” Customers will take you for granted if you take them for granted, he said. Ask yourself, “What is it about this year’s event that makes it compelling for a person to attend, given the hectic world and crowded marketplace?” Once you develop the “high concept,” McKain urged the Gold 100 delegates to drive home that point repeatedly in every contact with their customers. “Mindshare precedes market share,” he emphasized. • New Business Models: Jochen Witt, president of JWC and a past chairman of UFI, moderated the session on new pricing strategies. He said three levers influence profit: cost, volume and price. “Pricing is the most important profit improvement lever,” he noted. “By increasing your price 5%, you can often increase your profits as much as 50%.” He further noted that price differentiation is important because customers like to have choices. Nancy Walsh, executive vice president of Reed Exhibitions, noted that Reed is in its second cycle of Choice Pricing, which assigns different prices for booth space based on location and other factors. She presented a case study on a revamp of booth pricing for a show that resulted in a 9.5% increase in revenue. Gene Sanders, senior vice president of SPI, the Society of the Plastics Industry, briefed the crowd on SPI’s online budget calculator, which enables exhibitors to quickly figure out their expenses for exhibiting at NPE. The three biggest ticket items are exhibit space, material handling and utilities, and the budget calculator helps them avoid sticker shock when they receive their invoices. Continued on page 50
2012 Gold Rush TRADE SHOW EXECUTIVE'S GOLD 100 AWARDS & SUMMIT RECAP Rick McConnell of Hanley Wood joins the discussion from the audience. A free exchange of ideas and experiences rounded out the points made by the speakers. The panel for the “Trending & Spending” session covered the economic outlook for the nation and the exhibition industry. (L-R) TSE’s Frank Chow, Aaron Bludworth of Fern Exposition and Event Services, moderator Darlene Gudea of TSE, Chris Brown of the National Association of Broadcasters and Pat Fallon of CompuSystems. David Ingemie (right) of the SnowSports Industries America (SIA) was the guest of honor for the “Power Lunch” session hosted by TSE’s Bob Dallmeyer (left). David talked about his long run as head of the thriving SIA Snow Show. Rod Alberts of the North American International Auto Show talked about strategies for consumer-oriented shows that could be adapted for b-to-b trade shows. Cherif Moujabber of Creative Expos kept the ball rolling in the “Around the World in 45 Minutes” session. Cherif and other organizers shared their experiences in entering the international market and staying there. Grand Finale. It wouldn’t be a trip to Washington without some political jokes. The Capitol Steps left them laughing with an election-year look at the state of the union. www.TradeShowExecutive.com | November 2012 49
Page 1: Trade Show Executive News, Views an
Page 4 and 5: Table of Contents NOVEMBER 2012 //
Page 6 and 7: MONTH IN REVIEW CEIR Predict Confer
Page 8 and 9: MONTH IN REVIEW Does Your Show Have
Page 10 and 11: LOOKING AHEAD What Major Trade Show
Page 12: INTERNATIONAL CHINA HONG KONG Publi
Page 16: INTERNATIONAL Continued from page 1
Page 20 and 21: TRENDING & SPENDING Continued from
Page 22 and 23: TRENDING & SPENDING SPONSORED BY Tr
Page 24 and 25: TSE DASHBOARD SPONSORED BY Septembe
Page 26 and 27: TSE DASHBOARD SPONSORED BY Itching
Page 28: Trade Show Executive Dashboard - SE
Page 31 and 32: Trade Show Executive Dashboard - SE
Page 33 and 34: Association In Transition Today, AB
Page 35 and 36: SPONSORED BY David Ingemie No Busin
Page 38 and 39: POWER LUNCH SPONSORED BY POWER LUNC
Page 40 and 41: Gold Trade Show Executive’s
Page 42 and 43: 2012 Gold Rush TRADE SHOW EXECUTIVE
Page 50: 2012 Gold Rush TRADE SHOW EXECUTIVE
Page 54 and 55: CONVENTION CENTERS COMFORTABLE conf
Page 56: CONVENTION CENTERS 20 % 57 % of the
Page 59 and 60: - ADVERTORIAL - CALIFORNIA Pasadena
Page 61 and 62: - ADVERTORIAL - FLORIDA Palm Beach
Page 63 and 64: - ADVERTORIAL - Owensboro Conventio
Page 65 and 66: - ADVERTORIAL - Saint Charles Conve
Page 67 and 68: - ADVERTORIAL - Irving Convention C
Page 69 and 70: Z o m TSE’S TRADE SHOW LOCATOR Pr
Page 71 and 72: Convention Sales Professionals Inte
Page 73 and 74: Trade Show Executive Leading Januar
Page 75 and 76: Trade Show Executive Leading Januar
Page 77 and 78: PEOPLE Global Experience Specialist
Page 80: HOSPITALITY IS JUST AROUND THE CORN

2012 Gold Rush - Trade Show Executive

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