| “Money is the opposite of the weather. Nobody talks about it, but everybody does something about it.”
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Rebecca Johnson |
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This is a new monthly entry into Showtime. This month we will talk about Exhibitor Appointed Contractors (EAC) and a show’s General Contractor.
A show’s General Contractor has been appointed through a contractual arrangement with your Show Association. Show management is either the company that owns your show or the company appointed by the shows owners to oversee your show. The advantage of your working with the General Contractor is that they have plenty of rental equipment, they can reduce your drayage costs, they are onsite all of the time – all at high costs that they alone determine. They also have full control over such things as cleaning, vacuuming, emptying of trash, and food services in your exhibit space, etcetera. The disadvantages are generally far more expensive than an outside contractor, most everything they build for you is made of the same equipment that sits in 200 other people’s spaces, and you are no more special to them than anyone else – they have got more business than they can handle.
Working with an EAC is another matter. Individuality springs to mind as the most important asset that an EAC can hand you. Your exhibit will be unique. Also, communicating with the same person or team within a company rather than many of the hundreds of employees of the General Contractor – you are special and not a number. Fee structure also comes into play – small companies have more leeway in determining final pricing and discounting. For installation and dismantle services consider getting a comparative quote against what you are paying the General Contractor – this might be very eye-opening.
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It’s tradeshow time. It’s time to make money. In two or three day’s time you can accomplish as much as you do in 6 months on the road. Everyone – customers and prospects – are all in one place at the same time – with you! There is no time to waste.
How to get the most out of this event? Begin by developing a game plan before you get on the plane. This is the time to establish goals – not five minutes before the show doors open. Prepare your presentation materials and a few opening lines. Consider staying in the event hosting hotel – it may cost a little more but opportunities for meeting and greeting clients and prospects can raise your expectations a thousand percent. There is not a more powerful selling arena than a trade show floor.
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Every moment counts
– literally
– there is no way you can possibly fit everyone in that is a show attendee – make a plan. Regroup and replan every night. The only way to achieve the maximum benefit is to have a written game plan to start, and be flexible to change it as events unfold. Always be the first on the tradeshow floor and the last to leave. This is an incredible edge – a possibility of another 100 contacts.
Have an unforgettable ad or promotional handout. Something to talk about when you follow up after the event. Stay sober all the time. It’s a clear advantage. Party with the people, but party smart. Attend seminars and lectures where you can network with your customers and prospects. Remember to have fun and be entertaining. Enthusiasm is catching. People like to do business with winners, it is self reflective.
Most importantly … stay focused. Look for opportunities where you least expect them. And be alert for opportunity. Trade shows are the best opportunity a salesperson can have--your test is to take advantage of it. Opportunities are everywhere. The rule is that you must pay attention.
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When Does Cheap
become Expensive ????
A simple question really – with a quick answer. When you buy an item at such an inexpensive price that you are forsaking any level of quality – buying cheap becomes very expensive. Further, if you plan to use that item for any length of time and after the first or second use it literally falls apart – where was the deal? And lastly – if the item is warrantied by an overseas company how are you going to get it fixed? Especially if there is no representation in the USA? So what am I really talking about here – the pop-up exhibit and where it is going! |
This is the most confusing marketplace in the exhibit industry. So let’s start with
some facts. Overseas manufacturers have flooded both the wholesale and retail marketplace
with incredible pricing on less-than-quality products. If you have any thought in reusing
an exhibit more than one or two times you must take the time to be certain that saving $300-
$500 upfront will be recognized as true savings in the end. The pop-up market has changed
dramatically over the past ten years. American produced units that sold for $2,995 in 1995
and were then reduced to $1995 in 2000 can now be purchased for $995 everyday. Why?
methods of manufacturing, costs of parts, and lesser margins. These are the exact same
units!
Now with the flood of imported models to the USA quality has become the issue. There
are many brands still produced here, at a variety of prices, each with its own story. Just be
aware of how your final purchase is made, what the real warranty states, and how you are
going to get it fixed if you have a problem. There is no overnighting to China and back! It’s
like a throw-away one-time use digital camera – great for 24 pictures and then it is over.
Yes, cheap can be expensive.
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