Bring the "WOW" Back to Your Trade Show with Game Changer Technology

 

 

August 3, 2015     |     AUTHOR: Alexander J. Barton

 

 

The premise of a trade show has basically remained the same for many years.  It involves a show organizer who attracts a group of people with shared interests to a specific location over a set of dates so they can interact with each other.  The companies are usually looking to sell a variety of products and services.  The attendees are looking for some education, networking and fun. Easy, right?  Of course not.

 

The logistics of planning and hosting an event for thousands of people who come from all over the world can be extremely challenging.  However, there is new “cloud-based” technology and software available which can help show organizers especially associations become much more efficient.  Using this technology can save staff time, and improve your bottom line all the while keeping your exhibitors happy.

 

“There is fully integrated software available on the market today which makes event planners highly productive,” said Michael Greskiewicz, Business Development Director with the Kellen Company in Naperville, IL.  Kellen is an association management company and professional services firm providing operations management, strategic counseling, meeting planning and membership services to a variety of entities.

 

Michael specifically manages the National Association of Sporting Goods Wholesalers (NASGW) Expo & Annual Meeting and has also been working with a new software program called Intheorious that couples with touch-screen interface technology.

 

“This is a top-to-bottom solution which covers every stage of our association’s event planning process,” Michael said in a recent interview.  “When we launched the new program last year everyone was impressed especially with the vastly improved booth sales process.”

 

In the past, exhibitors would have to leave their booth and queue up at assigned times to book their location for the next show.  The old process took valuable time away from the show floor where exhibitors really wanted to stay and continue meeting new customers.

 

The new technology allows the process to be done in real time and many times faster with electronic contracts that are pre-populated with the exhibitor’s information.  An exhibitor can even book space without ever leaving the booth.  The NASGW sales staff comes to the exhibitor with an iPad that displays the floor plan in real time.  Space is booked with an e-signature while payments can easily be done with a credit card on the spot.  The system automatically generates a receipt which is emailed to the exhibitor or can send an invoice if payment is requested that way.

 

“We save roughly the equivalent of two days for two people with this technology.  That is real savings for our association,” Michael says.  “This technology not only speeds up the booth selection process but improves our cash flow by the use of automatic reminder notices sent to exhibitors when second and final payments are due.”  We no longer have to extend payment due dates, he adds with a smile.

 

“Our exhibitors are happier with the easier and faster booth selection process done in real-time using touch-screen technology and our staff benefits from having to perform less data entry so they can concentrate on what really matters…building relationships with our customers,” Michael said.

 

The technology involved with the booth sales process is a real “game-changer”, said Michael. It uses an interactive floor plan which updates in “real-time” with dynamic contract generation, e-signature, simple booth resizing and relocation features, automated payment tracking with deadline reminders and more.

 

“All of this can be done through the cloud with a tablet like an iPad by our salespeople who pro-actively visit exhibitors on the show floor,” Michael said.  “It is done in real-time so other exhibitors can make quick decisions based on the locations currently available.  We can even reconfigure the floor plan on the spot.”

 

This new technology has streamlined NASGW’s sales process by making each salesperson at least four times more efficient.  The NASGW Expo & Annual Meeting features nearly 500 booths so efficiency is essential to the continued success of the expo floor. Sales and association management personnel appreciate being able to access real time information from virtually anywhere in the world.

 

“Our exhibitors have been very pleased with the new technology as well,” Michael said.  “They are able to easily upload logos, company descriptions and booth personnel information as it changes online throughout the year.”

 

Exhibitors can view account statements, generate receipts and make hotel reservations through their personal login page 24 hours a day, 7 days a week from anywhere in the world.  They appreciate getting email reminders about the exhibitor service kit deadlines, payment due dates and other special events related to the NASGW meeting.

 

“We love working with the Intheorious technology because it operates seamlessly and does everything,” Michael said.  “This type of technology makes our lives much easier and the event more exhibitor friendly.  After all, happy exhibitors are our life blood.”

 

Written by Alexander J. Barton, President of Barton Marketing Group.  Follow Alexander on Twitter @ABartonBMG.