the June 2008 Issue in PDF Format - Trade Show Executive

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Power Lunch Continued from page 26 of consumer technology as a whole. We translate our ads into four international languages (Spanish, Czech, Portuguese and Simplified Chinese) and we currently advertise in over 132 publications globally, not to mention our online presence. Bob: What are your thoughts on the economy right now? Gary: In the consumer electronics industry, we are projecting an average growth of 6% in retail sales this year, whereas the overall retail sector is projecting only 3%. We’re benefiting from the shift to high definition television (HDTV) and the end of DVD format competition. Even this administration’s economic stimulus package is going to benefit us. Bob: What about beyond this year? Gary: Long term, we have economic concerns and are successfully diversifying our portfolio. Our approach is to increase worldwide investments and expand internationally. We started new shows in Dubai and China. We’re looking at South America and Eastern Europe. We’ve invested in 10 or 12 conferences and events, which are doing very well. Bob Are these new events owned by CEA? Gary: No, other companies produce them and CEA is a minority owner. Usually, I am a speaker at these events. We use our marketing templates and website to help with their promotion, marketing, and sometimes sales. We just helped launch a consumer event the third week in June in New York City for Wall Street called Digital Downtown. There’s great interest in this one. Bob: You’re very proactive in your industry. Gary: If you sit still, you die. Support from the Board keeps us moving and growing. In fact, we turn down more deals than we enter, but we’re always looking. We are in the process of evaluating ten deals at the moment. Bob: What brought about your passion for audits? Gary: We suffered for years by being compared to events that didn’t use the same measurements or standards. We were the first major show to have an independent audit because we strongly believe in them. We are the current U.S. secretariat for the global group setting audit standards. Bob: In spite of all your efforts, many global events still report number of visits, not visitors. Gary: Sadly, most of our international competitors still use this metric: if you attend for ten days, you are reported as ten visitors in the total. Even many domestic events consistently report gross square footage as net square footage. Bottom line: it’s up to the customers to demand uniform reporting standards, so we try to educate our customers. Bob: You’re also a consistent activist within our industry. Gary: When you’re a leader of an organization, you have an obligation to wholeheartedly support it, which is why I try to attend IAEE every year. CEIR is another great organization. I served as a chairman of CEIR in the past, and they also get my full support. Bob: You were also instrumental in merger discussions between SISO and IAEE. Gary:: I was very disappointed when that opportunity was lost. It’s a shame that the best minds in this industry are split between two organizations. I’m hopeful that someday soon they will combine. We are too complacent in our industry and we don’t promote ourselves well enough. Show organizers think their events will exist year after year while they watch other media crumble about them. I’m not certain that as a marketing media we’re immune to all this. This schism has prevented our leadership from advancing the industry for greater visibility and clout. We need to be unified. Bob: What does a person need to get to the top of a trade show organization? Gary: To get to the top of any organization, not just trade shows, you need a basic competence just to keep your job. Beyond that, you must show those above you that you understand the issues they face and you’re willing to make their job easier in the long term. Also, demonstrate that you are a problem solver, not a problem creator. You should be creative, positive, speak and write clearly—and very important, get along well with people. Bob: Finally, what are the biggest issues facing our industry? Gary: At the moment, it’s the economy. Free trade. Continued deterioration of airline profits. Our lack of friendliness toward people coming to the U.S., especially when the weak dollar is attracting foreign buyers. There are other things we cannot predict, like another 9/11 or outbreak of disease. Bob: You have an outstanding team at CEA, which creates the largest annual free market in the nation. Gary: We have some truly high-performing, creative people. We strive to have a fresh, different show every year that gives people more than one reason to attend. Contact Gary Shapiro at (703) 907-7600 or gshapiro@CE.org Bob Dallmeyer Bob Dallmeyer is Past Chairman of both the International Association of Exhibitions and Events (IAEE) and the Trade Show Exhibitors Association (TSEA), as well as a former Director of the Center for Exhibition Industry Research (CEIR). In 2006, he was inducted into the Convention Industry Council’s Hall of Leaders. Reach Bob at (323) 934-8300 or bdallmeyer@ tradeshowexecutive.com 28 June 2008 Trade Show Executive www.TradeShowExecutive.com
Which Shows are Setting the Gold Standard for the Trade Show Industry? www.TradeShowExecutive.com Trade Show Executive June 2008 29
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