Getting the Word Out

Tell Them Why

Attending a conference, trade show, gala, or meeting is time-consuming. Often attendees must travel, miss work, spend a bunch of money, and be away from their families. So it’s crucially important that all marketing materials address the question “Why show up?” Whatever the reason is, you should repeat it at every opportunity.

In the case of Hospitality Minnesota’s Upper Midwest Foodservice and Lodging Show, the reason to attend is the business that takes place on the show floor. Trade Show Development Director Susan Larson says the St. Paul–based association has a core of very loyal exhibitors and a slew of curious members who would miss them if they weren’t there. And before every year’s event, she’s calling prospects on the phone, trying to grow the numbers of both attendees and exhibitors.

Larson enjoys finding new companies who can showcase their wares on the exhibit floor. “It’s fun getting the word out that there are buyers who are interested in these companies’ products,” she says. “I look for companies that have not participated before and find out what their product is and if it has been marketed to the upper Midwest. Attendees are really looking for new stuff, so that helps out a lot.”

Don’t forget: A big part of marketing is creating something that’s sellable in the first place. Arlene Harrison, market and meeting manager at United Hardware Distributing Company in Plymouth, says her firm’s annual January Market sells itself. United Hardware’s buyers determine which vendors participate in the company’s market event. Meanwhile, the dealers can register for the market on line.

Education is another powerful incentive. ACA International puts on annual conferences and conventions to educate its members and provide networking opportunities. At the bigger shows, it offers several tracks of classes to appeal to various niches within the industry.

“We definitely do have to market our events and entice people to come to them and show them what quality events they are,” Berg says. “In our brochure, we try to make sure that we list all the benefits they will receive by attending the conference, or show what’s in it for them.”

She says networking is especially popular, and she tries to emphasize it. “It’s usually important for the audience we have that they’re able to connect with others, meet people, make business contacts, and be able to share ideas and ask questions of other people in similar positions,” she says. “We also offer expositions, trade shows, or tabletop exhibits with a lot of the events, so they’re also able to go there and find business resources for their company. They can find other businesses to partner with, comparison shop for products and services, and find the new and trendy thing in their industry.”