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Roy Turner's Blog
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Jun
22
Written by:
Roy Turner
6/22/2009 12:29 PM
With our show getting closer, phone calls have picked up and as show manager, I am often left to answer questions, listen to comments, defend positions, explain policy, give support, offer counseling and simply answer the “why” questions. I fondly refer to this process as the why files.
Recently I have been getting calls, e-mails, and comments from sales reps—many of whom are long-term veterans and supporters of Surf Expo
In my 25-plus years as a retailer (previous life), the one thing I learned was to pay attention to my sales reps. What I’m talking about is listening to the knowledge that a road rep acquires from spending countless hours in a car, being in and out of stores, and staying at cheap hotels or the occasional couch offered by an accommodating retailer.
I was always amazed at how freely sales reps would share their knowledge with the intent of making both my business and me better for it. Next to my bi-annual visits to trade shows, they were my connection to the “industry.”
With the recent shift in date patterns for our upcoming August show, it’s no surprise that I’ve begun receiving advice and insight from those same reps concerning the marketplace, trade shows, and concerns over where the “industry” is headed.
Just like when I was a retailer, when a rep offers a suggestion or voices a concern or complaint I listen to what they have to say. No one is in closer contact to my current trade show customers—including both exhibitors and retailers.
Here is a summary of my “why files” from these conversations.
Why the August Dates?
Our original September dates fell into direct conflict with the Jewish Holidays of Rosh Hashanah and Yom Kippur. Our only other September option was to hold the show the last weekend in September (24-26) because of an already crowded September trade show calendar. These late dates would have made our show insignificant, since most manufacturer deadlines in surf, swim, skate, gift and resort industries are earlier than those available late-September dates. The only section of our show that fit late September was windsurfing and kiteboarding category.
We surveyed many key retailers, big and small, from different geographic areas before making a decision. Many admitted that it would be difficult to attend in August. They had concerns over staffing and their business window. Others were quick to point out that they travel to MAGIC, Outdoor Retailer, and Miami Swim—all of which are successful shows held in July/August. Those retailers noted that trade shows are one of the most important parts of doing business.
Many smaller business owners pointed out that constant rep interruptions in August were as much of a concern as traveling to do business at Surf Expo (or any other trade show). These retailers said they preferred to do all of their buying over three days where they can be focused on the task at hand, leaving the rest of August to focus on their customers.
With September out of the picture—and understanding the importance for retailers to be in there stores the week of the Labor Day holiday—our current dates of August 20-22 was the best choice.
Will the new dates be permanent?
Currently we have space reserved for 2010 in both August and September (during week after Labor Day). We are waiting to see the response from our August show before making a formal decision. Much like our change in our date pattern from a Friday-to-Sunday format to Thursday-to-Saturday schedule, we will evaluate date choices after our current show. Our new Thursday-to-Saturday format proved to be successful in spite of those who said it would not succeed and that Saturday would become a half-day, not conducive to business.
Why do you just support the big guys?
Our recent efforts to control trade show costs are geared at all levels of exhibitors. Our new GES contract is one of the best in the business, with some of the lowest drayage and labor rates found in any size show. Our savings pass directly to the exhibitors.
We have eliminated all extra dock fees and weighmaster fees. Surf Expo is one of the only shows in the country that allows self (POV – Personal Onsite Vehicle) move in. We offer healthy discounts for early contract commitments and support the “core” board builders with special pricing helping to maintain the integrity of the show and continue to allow for a venue for shapers and other board builder to display their craft as well as share new ideas.
Our recent “exhibitor 101 classes were offered in both California and Florida in an effort to help teach vendors how to get the most for their money at Surf Expo. The seminars were offered free of charge and comprehensive notes from those sessions can be downloaded here.
Our full-time buyer relations team is there to help new and veteran exhibitors and reps make sure that their customers are in attendance, as well as to help connect buyers new to Surf Expo to exhibitors. We offer many free marketing opportunities on our award-winning Web site and have recently introduced a new online catalog and lead generation tool to help market our exhibitors products to our audience 24/7, 365.
We’ve always utilized a points system for show placement. But this point system is not based on company size, but years at the show. This is important to us because it allows a smaller exhibitor who is committed to Surf Expo to receive the type of prime floor space usually dominated by larger companies at other shows.
Do we support the big guys? Definitely! Yes! All industries need leaders to drive direction and excitement, and we’re excited that even in this current uncertain economic time almost all the major companies support Surf Expo and the retailers we attract.
Big or small, we look at every contract as a customer and try and offer all the same opportunities for success.
Why do we need trade shows?
Having attended Surf Expo for more than 30 years as a buyer, retail association president, educational speaker, and now trade show director my checklist to that question could be as long as I am old, but let’s simplify.
Over the years Surf Expo has given many industry segments the retail audience needed to launch new lines, view trends, create careers, develop partnerships and friendships, and write orders.
Despite the economy, the basic premise of success found at a trade show remains. In fact, it’s more important than ever. Product, presentation, personal interaction, variety, and an industry showcase still outline success. A healthy industry needs a national marketplace, a place where everyone can be part of the industry, feel the excitement, and exchange ideas and view new products.
A national showplace is needed to generate the buzz and excitement necessary to keep an industry in growth mode. This cannot be done in a hotel room or on a regional level. All that does is isolate and segment our industry.
Smaller showings might be viewed as a “money saver” in the short term, but where are the fresh ideas or new product lines that puts “specialty” into specialty retailing? A buying marketplace should be more than servicing existing accounts, it should be about growing one’s business. Let’s face it, there’s not much excitement about buyers sitting on a motel bed viewing a line draped over the TV and towel rack. By the same token, a 10x10 tent, a few beers, and sales rep doesn’t make for a growing marketplace either. Sure, business can be done in this atmosphere, but what we’re talking about is helping an industry stay alive and grow. This can only be done at a national-level event.
Why are consumers not allowed?
A trade show is about doing business at a brand-to-buyer level. Trade show events provoke industry excitement. Education, camaraderie, trending and open-to-buy decisions are the focus of a true trade show. It’s difficult to seriously view lines or write orders with the constant interruptions by consumers looking for samples and stickers.
Could a consumer event run along side a trade event? Most certainly! Look at the how the wake and waterski industry has created a true industry week that caters to both business and consumer needs. Retailers and consumers deserve different events, and Surf Expo is open to working with any consumer event that lends excitement to the industries we service. From The Wake Awards to the Sebastian Inlet Pro, anything that helps invigorate our industry in the eyes of the press and participants can only be viewed as healthy.
Why aren’t buyers coming? Hasn’t your show become a regional event?
Between our sales staff and buyers relations team, we hear this a hundred times a day. While some stores might be opting out of traveling to our show this August, most aren’t. And those stores represent a wide swath of the United States and important international markets as well.
While we can’t guarantee retailer attendance, we can point to our past performances—including last January when the economy was collapsing, Christmas sales were flat, and the mood of our industry was decidedly gloomy. For that show our retailer attendance was within 3% of our January average. Were people missing? Yes. Was there business to be done? Most definitely?
We have two full-time employees making sure the right buyers are coming to our show. If you ever have a question about attendance, if you’re looking for new leads, or if you simply want to make sure a specific retailer is coming to Surf Expo, contact Steven “Fish” Fisher at sfisher@surfexpo.com or Kathy Wilkie at kwilkie@surfexpo.com.
In the meantime we’ve created a buyer attendee map to show reps and manufacturers exactly who is registered for our show. This map is updated every Monday. Please note that only the main store address is listed for retailers with multiple locations.
We look forward to seeing all of you in August. As always, feel free to reach me at rturner@surfexpo.com. Please keep asking us “why.” It only makes us better, and growing and supporting the industries we serve is at the heart of our business.
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