Instant Replay Postponed Cont<strong>in</strong>ued from page 16 No Rest for Management, Ei<strong>the</strong>r Sales people can’t be left to <strong>the</strong>ir own devices dur<strong>in</strong>g an economic downturn. Supervisors, department heads and even chief executives will have to pay closer attention to <strong>the</strong>ir folks <strong>in</strong> <strong>the</strong> field to keep <strong>the</strong>m focused and enthusiastic. As <strong>the</strong> sledd<strong>in</strong>g gets tougher, sales people naturally beg<strong>in</strong> agoniz<strong>in</strong>g. It can get to <strong>the</strong> po<strong>in</strong>t, Berman warned, that fear leads to a freeze-up <strong>in</strong> which sales people and perhaps even <strong>the</strong>ir supervisors retreat <strong>in</strong>to a shell and go through <strong>the</strong> motions when <strong>the</strong>y should be out hustl<strong>in</strong>g harder than ever. Berman said senior sales staff and department heads need to step <strong>in</strong> and offer <strong>the</strong> guidance and encouragement <strong>the</strong>ir junior employees will need to rema<strong>in</strong> <strong>in</strong> <strong>the</strong> game. “If <strong>the</strong>y are ever go<strong>in</strong>g to fall down <strong>in</strong> <strong>the</strong> job, this will be <strong>the</strong> time <strong>the</strong>y do it,” Berman said. “And it will be out of fear.” Seek Out <strong>the</strong> Senior ‘Yes’ Men When <strong>the</strong>re is less money to spend on exhibit<strong>in</strong>g, it may be necessary for show organizers to bypass mid-level managers and take <strong>the</strong>ir case upstairs. People tasked with approv<strong>in</strong>g trade show expenditures for an exhibitor may be under firm orders to hold down expenses, which means a show sales person is wast<strong>in</strong>g time s<strong>in</strong>g<strong>in</strong>g <strong>the</strong> benefits of exhibit<strong>in</strong>g. “We need to speak to <strong>the</strong> ultimate decision maker,” Berman said. “What we need to do is go up.” Such situations provide show organizers <strong>the</strong> opportunity to step <strong>in</strong> and use <strong>the</strong>ir connections and seniority to ga<strong>in</strong> access to <strong>the</strong> vice presidents and CEOs of exhibit<strong>in</strong>g companies who can make th<strong>in</strong>gs happen. In <strong>the</strong> executive suite, <strong>the</strong> logic of exhibit<strong>in</strong>g can be more persuasive, and deals can be made. Protect Your Prices The rationale for exhibit<strong>in</strong>g <strong>in</strong> good times is much <strong>the</strong> same as it is when th<strong>in</strong>gs are not so good and should be <strong>the</strong> ma<strong>in</strong> focus of a sales presentation. But sales staff should expect that more customers will flat-out ask for discounts on <strong>the</strong>ir booth space. That, she said, is a slippery slope best to be avoided. “If you start play<strong>in</strong>g that game, you are go<strong>in</strong>g to be play<strong>in</strong>g it for years to come,” she said. Some o<strong>the</strong>r ideas to consider: • New sponsor packages. Give exhibitors a deal to buy <strong>in</strong>to sponsorship programs or upgraded packages. The <strong>in</strong>creased visibility will give <strong>the</strong> exhibitor a better chance for a good ROI while <strong>the</strong> show ma<strong>in</strong>ta<strong>in</strong>s <strong>the</strong> <strong>in</strong>tegrity of its pric<strong>in</strong>g. • Create webcasts. Pre-show Internet presentations give exhibitors ano<strong>the</strong>r opportunity to get <strong>in</strong> front of <strong>the</strong>ir customers. Companies that simply cannot afford to spr<strong>in</strong>g for a large booth can augment <strong>the</strong> ROI on a 10’x10’ booth by sponsor<strong>in</strong>g an onl<strong>in</strong>e presentation as well. • Consider new events. A smaller, more focused show may be more economical and appeal<strong>in</strong>g to an undecided exhibitor. “You can slice and dice <strong>the</strong>ir marketplace and you’ll be <strong>the</strong> ones that br<strong>in</strong>g it to <strong>the</strong>m,” Berman said. • Become an <strong>in</strong>formation font for <strong>the</strong> <strong>in</strong>dustry. Sales people can become a primary source of solid <strong>in</strong>formation about <strong>the</strong> <strong>in</strong>dustry <strong>the</strong>y serve because <strong>the</strong>y are <strong>in</strong> constant contact with so many of <strong>the</strong> players. But don’t give it away, Berman said. Sales people can use <strong>the</strong>ir knowledge as leverage to keep l<strong>in</strong>es of communication open with customers. “Tell <strong>the</strong>m, ‘You don’t necessarily have to pay for it, but you have to engage me,’” Berman said. At <strong>the</strong> same time, managers should make sure <strong>the</strong>ir junior people are well schooled and up to date on <strong>the</strong> issues affect<strong>in</strong>g <strong>the</strong>ir exhibitors’ bus<strong>in</strong>ess so <strong>the</strong>y can carry on an <strong>in</strong>-depth discussion. Pep Talk Over, Sales Team Takes <strong>the</strong> Field Berman left <strong>the</strong> IAEE crowd know<strong>in</strong>g that while <strong>the</strong>y would likely face a tough game <strong>in</strong> <strong>the</strong> months ahead, <strong>the</strong>y could come out on <strong>the</strong> w<strong>in</strong>n<strong>in</strong>g side with some smart play, teamwork and effort. “The companies that do <strong>the</strong> best job and fight for progress are <strong>the</strong> ones that are go<strong>in</strong>g to survive,” she said. Reach Helen Berman at (310) 230- 3899 or hberman@helenberman.com Economy Scrubs Ziff’s DigitalLife Expo for <strong>2008</strong> By Hil Anderson, senior editor New York, NY – The ail<strong>in</strong>g U.S. economy prompted Ziff Davis Media to cancel this year’s edition of its DigitalLife Expo <strong>in</strong> <strong>the</strong> 11th hour even though <strong>the</strong> consumer show drew a record attendance last year. Paul O’Reilly, vice president of <strong>the</strong> company’s Consumer Group, said <strong>the</strong> plan is to br<strong>in</strong>g <strong>the</strong> show back <strong>in</strong> 2009. “Poor economic conditions have created a very different and difficult dynamic for us this year and we weren’t confident that we could present a show experience that was consistent with <strong>the</strong> successes of prior years,” O’Reilly told <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong>. “We are hopeful a bigger and stronger DigitalLife will return <strong>in</strong> 2009.” DigitalLife <strong>2008</strong> was scheduled for <strong>September</strong> 25-28 at <strong>the</strong> Jacob K. Javits Convention Center <strong>in</strong> New York. The consumer show was com<strong>in</strong>g off a record year <strong>in</strong> 2007 <strong>in</strong> which it drew a reported 54,700 attendees. <strong>Show</strong> management said <strong>the</strong> exhibit floor covered 250,000 square feet. The event was held <strong>in</strong> <strong>the</strong> run-up to <strong>the</strong> Christmas shopp<strong>in</strong>g season, and <strong>in</strong> <strong>the</strong> past, featured <strong>the</strong> latest consumer electronics and video gam<strong>in</strong>g products. Some products were just reach<strong>in</strong>g retail store shelves, so DigitialLife offered <strong>the</strong> opportunity for consumers to ga<strong>in</strong> some hands-on experience. Media outlets also ga<strong>the</strong>red fodder for product reviews and stories on <strong>the</strong> latest gift ideas for holiday shoppers. Industry sources said <strong>the</strong> show was lack<strong>in</strong>g <strong>in</strong> <strong>in</strong>novative product launches this year. New products announced last year at <strong>the</strong> show were from Dell, Polk Audio, Hewlett-Packard and o<strong>the</strong>r electronics companies. Ziff faces an uphill battle <strong>in</strong> resurrect<strong>in</strong>g a canceled show. COMDEX and o<strong>the</strong>r shows that were canceled or postponed never rega<strong>in</strong>ed a solid foot<strong>in</strong>g. Reach Paul O’Reilly at (212) 503- 3951 or paul_oreilly@ziffdavis.com 18 <strong>September</strong> <strong>2008</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com
meet you <strong>the</strong>re. Airport to Downtown Com<strong>in</strong>g 2009! Airport to Downtown Com<strong>in</strong>g 2009!