Members of the Trade Show Exhibitors Association (TSEA), comprising the world’s exhibit marketing leaders, along with exhibit builders, agencies, show producers and other vested suppliers are openly collaborating at levels never before seen. Results of such collaboration are expected to create new efficiencies that will ultimately serve and benefit the exhibit and event marketing ecosystem as a whole.
With that goal in mind, TSEA convened its inaugural Red Diamond Congress event, a three-day leadership summit held in Orlando, FL, April 25-27, 2010. The event brought together many industry leaders to directly address such key issues as third-party audits, and housing and labor practices. Results included significant understanding and collaborative insight into the issues, potential solutions and a roadmap forward.
Key findings and recommendations:
- 95 percent of attendees believe that certified independent, third-party attendance and demographic data would help validate continued investment in a show.
- Housing bureaus should adopt a customer service orientation when dealing with corporate marketers in recognition of their status as true value generators. The needs of exhibitors and their companies should be considered at all times.
- More efficient and effective labor management can free up allocated budget and resources. These, in turn, can be invested into additional activities and promotions that can (a) improve the performance and increase the overall value of corporate exhibit programs and (b) enhance profit for show producers.
The full white paper, produced in conjunction with George P. Johnson, is available at www.tsea.org.