Comments on: The “why” behind the “no” http://www.tradeshowstartup.com/2005/08/26/the-why-behind-the-no/ Lessons From the Launch of Tradeshows & Internet Media Sat, 22 Nov 2008 15:39:23 +0000 http://wordpress.org/?v=2.6.2 By: Tim Bourquin http://www.tradeshowstartup.com/2005/08/26/the-why-behind-the-no/#comment-56 Tim Bourquin Fri, 26 Aug 2005 23:03:02 +0000 http://www.tradeshowstartup.com/?p=48#comment-56 Thanks for the comment Sue - I don't want to give you the impression that I can't get a yes from anyone - it's actually coming along nicely. Companies do see the value in participating and although their will be no risk of getting lost in the exhibit hall, we're on track to meet our goals. Exhibitors who decline have their reasons and I just want to make sure I understand them fully so that I can make changes in the future. Tim Thanks for the comment Sue - I don’t want to give you the impression that I can’t get a yes from anyone - it’s actually coming along nicely. Companies do see the value in participating and although their will be no risk of getting lost in the exhibit hall, we’re on track to meet our goals.

Exhibitors who decline have their reasons and I just want to make sure I understand them fully so that I can make changes in the future.

Tim

]]> By: Sue Pelletier http://www.tradeshowstartup.com/2005/08/26/the-why-behind-the-no/#comment-54 Sue Pelletier Fri, 26 Aug 2005 22:07:08 +0000 http://www.tradeshowstartup.com/?p=48#comment-54 What's the "story" you're telling them about the show? It may be a first-time event, but with something as relatively new as podcasting, there aren't too many old-time events for them to fall back on, I wouldn't think. There has to be something you can do to show the value of a first-time event that will overcome their objections. For our first-time event this spring, we ended up selling out. Our story was that this was the only time and place to get in front of a customer base everyone in our space is trying to crack--and it was, and they recognized that. It probably helped that we already know most of the people who exhibited and sponsored from our magazines. They wanted face time with this audience, and knew we would deliver. And we did, which bodes well for next year's event, even though someone else is now starting up a competing show. I'm no marketer, but with the right story to tell, those who shy away from first-time shows ought to see the value in what you're doing. What’s the “story” you’re telling them about the show? It may be a first-time event, but with something as relatively new as podcasting, there aren’t too many old-time events for them to fall back on, I wouldn’t think. There has to be something you can do to show the value of a first-time event that will overcome their objections.

For our first-time event this spring, we ended up selling out. Our story was that this was the only time and place to get in front of a customer base everyone in our space is trying to crack–and it was, and they recognized that. It probably helped that we already know most of the people who exhibited and sponsored from our magazines. They wanted face time with this audience, and knew we would deliver. And we did, which bodes well for next year’s event, even though someone else is now starting up a competing show.

I’m no marketer, but with the right story to tell, those who shy away from first-time shows ought to see the value in what you’re doing.

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