Though we have seen some downsizing in show attendance, we've added a new show. When exhibitors downsize Downsizing of show attendees is a real problem facing many show producers. Another is eroding customer base. In many cases, the show advocates at these companies, who have been there for years and know the value of trade shows, are losing their jobs and being replaced by vice presidents of marketing with MBAs who see shows as an expense and don't know whether they're justified. Downsizing, Friedman adds, is forcing the industry to look more carefully at what it's offering.
Shows have to offer more value.
Lippman, whose company is owned by three associations and produces all their trade shows, says the old paradigm of an association show management company having a few generalists managing the shows is being changed into a much more aggressive, market-driven staff that specializes in sales, communication and marketing. We are adding sales staff to become more aggressive and adding a new show to our international event. My projection for association show managers in 2000 is that they will have become more aggressive in adding allied markets to existing shows. The thinking behind reengineering, says Friedman, is that if we break down the process we use to run our business into small steps and understand how it's being done now, we can streamline it. He suggests show producers today need to do more benchmarking, that is, to study the things they do well and study the things other companies do well.