Archery Business Jan-Feb 2012
ATA trade show Whats changed Our show team today is more diversified and has strengths in areas that have allowed us to improve customer service as well as expand the potential for companies to gain a greater return on their investment Also in response to feedback from Show attendees weve reduced the number of Show events that were entertainment oriented Attendees surveyed rated those activities very low and feedback showed they felt we needed to increase opportunities to network and conduct business AB What feedback did you get from exhibitors and attendees about 2011 s Show overall How has it affected your planning of 2012 s Show McAninch Our attendees are always concerned about the cost to attend the Show so we pay close attention to any items we can help control in that arena The ATA worked with Columbus to get hotel rates down significantly and Columbus hotels 62 archeryBUSINESS January February 2012 Exhibitors Get The Most From ATA ATA CEO President Jay McAninch offers advice on maximizing the return from your ATA Show investment Preparation and planning Utilize the ATA attendee list to pre promote your attendance at the Show Let you customers and prospects know in advance what new products and specials you will have at the Show E mail blasts direct mailings faxes phone calls are all tools you can use to make sure folks stop by your Show booth Neat clean appearance When youre at the Show make sure your booth is clean open and that your booth signage is clear and simple You have a few seconds to catch a prospects attention so make sure your graphics and message are simple and have impact A smile and warm greeting welcomes folks into your booth Sitting behind a table working on a laptop does not send the message that you are excited to be at the Show and anxious to begin a conversation with a customer or prospect Set goals For a mature company your goal may be a sales number or a specific list of key customers with whom you wish to have a meaningful conversation For new exhibitors your goal might be to introduce your product s to the industry and to develop a comprehensive list of prospects youll communicate with after the Show to close sales Finally be prepared for questions Know your product and your products valueproposition What is it about your product that will improve the bottom line of a dealer retailer Make sure you can present this information in a clear and concise message You will have someones ear for a very short time and need to pique interest immediately are also offering packages that include discounts on parking food and Internet In addition following the 2011 Show the ATA took an in depth look at the registration patterns of our attendees and based on what we found weve made several adjustments to our registration procedures and timelines More targeted messages will reach ATA members and prospective attendees when these groups have shown a responsiveness to messaging and a readiness to act on them Our exhibitors were pleased with last years Show as the placement of shooting lanes and main entrances prompted a favorable traffic pattern for all exhibitors The floor layout for the 2012 Show was developed to expand the value of the floor with a significant increase in shooting lane locations three main entrances and a new shuttle drop location We also adjusted Show hours based on exhibitor feedback In 2012 the Show will close at 4 p m on the third and final Show day while Show hours are 8 30 a m 6 p m on January 10 and 11
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