the June 2008 Issue in PDF Format - Trade Show Executive

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Power Lunch Continued from page 25 Chomping at the Bit. Attendees and media flood into the Central Hall at the 2008 International CES, excited to see the latest and greatest in consumer electronics technology. The Big Picture. FCC Chairman Kevin Martin joins CEA president and CEO Gary Shapiro for a public conversation about the digital television transition, cable compatibility and other issues critical to the consumer electronics industry at the 2008 CES. Bob: For decades, the CES was held semiannually. Why did the association decide to drop the Summer CES starting in 1996 and run the show only annually? Gary: Many factors influenced this decision. First, we lost a significant portion of our Summer show by not paying attention to our customers. The game industry was growing tremendously, while the rest of the consumer electronics industry was stagnant. Our Board of Directors was inflexible, keeping seniority rules that didn’t make sense. Then we moved to Philadelphia, and ultimately, E3 emerged on its own from our Summer event. It was the most painful episode of my career. Bob: How did you pick up the pieces? Gary: You learn a lot when you make mistakes and this was certainly one of my great learning experiences. I tried to convince my Board that they were walking away from millions in revenues. It later gave me immense credibility with my Board, but it hurt the organization at that time. Bob: You mentioned that you didn’t pay attention to your customer. Isn’t this where most organizers go wrong? Gary: We certainly pay attention today. We survey every segment of our customer base before and after each show, with about 15 direct surveys. We also survey the registrants who are no-shows. With the “My CES” website, we now know who our customers are and what they are seeking, plus a huge amount of other key data. We also conduct indirect surveys of 21,000 people before we do our ad campaigns to get their reaction. Bob: Do you segment your show ads by industry subsector? Gary: We do have one generic ad, but most ads focus on a particular product category of interest. This year, we’ve created four different ads: one focusing on all things home theater/video/audio content; another on in-home technology, home networking and IT; a third on all things wireless and mobile; and then one generic ad giving an overall representation Continued on page 28 26 June 2008 Trade Show Executive www.TradeShowExecutive.com
5TH ANNUAL INDEX CENTER FOR EXHIBITION INDUSTRY RESEARCH INDEX – 2008 EDITION The Center for Exhibition Research (CEIR) has released the 5th Edition of its groundbreaking industry tool – the CEIR Exhibition Industry Index. The CEIR Index provides an objective measure of exhibition performance over a seven-year period, from baseline year of 2000 and each year forward to 2007, the latest periods analyzed. You’ll see how the exhibition industry performed overall and in 11 industry sectors. With the CEIR Index your company can gauge how your show compares to others, what are the top-performing industries and which sectors are in transition. Order your copy today at www.ceir.org TITLE SPONSOR PUBLISHING SPONSOR TM FOUNDING SPONSORS www.TradeShowExecutive.com Trade Show Executive June 2008 27 TM
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Page 7 and 8: 2007 CONVENTION CENTER OF THE YEAR
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Page 40 and 41: NAMM NAMM Show Grows by Tweaks and
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Page 54 and 55: Industry Events By Nicole Burnes, a
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