Trade Show Executive

POWER LUNCH
SPONSORED BY
BOB: The National Shooting Sports
Foundation is headquartered in Newtown,
CT, the city in which a gunman killed 20
children and six adults at the Sandy Hook
Elementary School on December 14. How
did you and the headquarters staff react?
CHRIS: We were all shaken and deeply
saddened. In this small community, there
are not many degrees of separation. Not
surprisingly, we had family, friends and
acquaintances who were affected.
BOB: I understand the NSSF plays
an active role in firearm safety.
Tell me about Project Child Safe.?
CHRIS: The SHOT Show is the primary
funding source for this nationwide program.
Firearm owners are provided with
free safety kits, which include a cable-style
gun lock and a brochure discussing safe
handling and storage practices. Since the
launch in 2003, we have partnered with
over 15,000 law enforcement agencies
and distributed over 35 million safety
kits in all 50 states and five U.S. territories.
On Target. Chris Dolmak and Diedra Cauley,
director of exhibitions and conferences for the
NSSF, pinpoint the choice spots on the fl oor
plan of The Shot Show.
34 March 2013 | Trade Show Executive
BOB: NBC Sports, home to sports
commentator and gun-control advocate
Bob Costas, stuck with its decision to
sponsor the SHOT Show, despite Bob’s
comments two weeks before the tragic
shooting that it was “too easy” to access
guns, specifically semiautomatic weapons.
Did you foresee such a reaction?
CHRIS: Never really thought about it.
We did have some initial pullback from
NBC, but in the end, they went forward
with their sponsorship and presence
at the show.
Firearm owners are
provided with free safety
kits, which include a
cable-style gun lock and
a brochure discussing
safe handling and storage
practices. Since the show's
launch in 2003, we have
partnered with over 15,000
law enforcement agencies
and distributed over
35 million safety kits.
BOB: I’ve been involved with events
when controversy hit and it takes some
skill with the media, particularly. What
advice would you give our readers about
handling controversy during a show?
CHRIS: Don’t overlook the importance
of continuously updating your crisis
communications plan and review it
with your entire crisis management
team. Appoint one person as contact
with the media and instruct all other
persons to defer to that contact person.
BOB: Who was on your
crisis management team?
CHRIS: Our NSSF executive staff
and representatives from Reed
Exhibitions, Freeman, Sands Expo
and Century Security.
BOB: What is the best way
to stop sensationalism without
avoiding or alienating the media?
CHRIS: Identify your key themes
and messages. Don’t allow untruths
to go unchallenged. Stay on message.
Be polite and civil at all times.
BOB: The 2013 SHOT Show attracted
more than 62,000 attendees, reaching a
new high in buyer attendance and overall
attendance, and drew some 2,000 media
representatives. How would you characterize
the mood on the trade show floor?
CHRIS: It was incredibly upbeat.
Steve Sanetti, our association president,
delivered a moving address on the state
of the industry on opening night which
generated a tremendous groundswell
of enthusiasm and unity.
BOB: How did your attendees
and exhibitors feel about the show?
CHRIS: In the exit polls conducted by
Reed Exhibitions, 82% of the attendees
said they were either completely or very
satisfied and 84% are likely to recommend
our show to someone else to attend
next year. For our exhibitors, 75% were
completely or very satisfied, and 93% are
extremely or very likely to exhibit next
year. We had nearly a 95% exhibit space
renewal rate on site, which is outstanding.
BOB: Your conference/education program
includes, among other offerings, a
“University for Retailers,” with this year’s
keynote delivered by the CEO of Smith
& Wesson. How important is your conference
program in driving attendance?
CHRIS: It’s becoming increasingly
important in our overall value equation.
We offer three different educational
opportunities for attendees, which
regularly sell out. We monetize all the
education sessions, except those for law
enforcement. That education program
offers continuing education units
(CEUs), which can be a deciding factor
in many officers getting authorization
to attend the show. By the way, law
enforcement and tactical products and
services now account for 27% of our net
square footage, so we need buyers with
purchasing authority in these two areas.
Continued on page 36