Give Them Something to Talk About
As seen in the book, Build a Better Trade Show Image.
Originally appeared in the January 2001 edition of Trade Show Ideas, published by
With more and more exhibitors doing special events off the show floor, the challenge is always, "What can we do to really stand out?" Simply booking a hotel hospitality suite just doesn't cut it anymore.
The road to a successful event starts by choosing your date and knowing what (and who) you're competing against, suggests Jani Lauvrak Lee, Director of Operations for Seattle VIP Services, a destination management company. "You have to be realistic in your expectations and head count, then plan accordingly." And keep in mind that most show organizers won't allow exhibitors to host events at the same time as scheduled show activities.
Select your theme, then set the tone with your invitation so people will know what to expect. Decide on a budget and plan the event so that there will be a little something for everybody. "More people want interactive events," said Lee. "That makes it good for both introverts and extroverts, and also promotes networking."
The focus of any special event should be networking. It should not be a three-hour sales pitch. Use the event to build goodwill, and follow up later with your message. If you've done a good job hosting the event, your message will be well received.
Large Scale Events
Planning a mega-event? While it takes a lot of coordinating, you can host successful events for hundreds of people. Just be sure you don't invite more guests than you can afford to entertain.
• Bayer Corporation held a Veterans Day event for about 300 people in two hangars at the Pima Air and Space Museum near Tucson. Guests were transported to the museum early to view the outdoor exhibits before the evening's events began. Inside the hangars, the jets were lit with uplights and costumed mannequins sat in the cockpits. The staff dressed in service uniforms of the 1940s and 1950s and there was even a General Patton look-alike to mingle with the crowd as period music played. "It was a very patriotic crowd," said Cathy Ewing, CMP and Corporate Meeting Manager with Bayer.
• Another Bayer event hosted 1200 people in Anaheim on board the Queen Mary. Guests arrived by motor coach and were treated to three types of music throughout the ship, as well as multiple food stations. The evening concluded with fireworks off the fantail.
• An estimated 1800 people attended a Gilligan's Island party around the Tropicana Hotel pool in Las Vegas. It was a twist on the traditional scavenger hunt, with guests receiving keys to a treasure chest for each activity they completed, including doing the hula or singing the Gilligan's Island theme song. Even if their key didn't open the treasure chest, they received prizes based on the number of keys collected.
Using Available Facilities
One way to trim costs is to host your event in a popular entertainment venue. You'll save not only time on planning and setup, but also money on decorations and activities. Another benefit of using a location unique to your host city is that it gives people a chance to experience the culture of that city. Since trade show attendees' schedules are often jam-packed, with little time for sightseeing, they may be more likely to attend your event if they can see someplace new.
• At the 1999 Holiday Showcase in Chicago, the Detroit Convention and Visitors Bureau hosted a special evening that started with each client being picked up (with their chosen guest) in a limousine and transported to the Shedd Aquarium for dinner. Later, the attendees traveled by motor coach to a theatre performance, where they were seated in a VIP suite. The evening ended with another limousine ride home. Detroit's meeting planner Jennifer Neal said that the key in planning such an event is to be organized and delegate the duties. "We had a form for each of the 19 limo drivers listing pickup and drop off addresses and times," she said. "Then we created a spreadsheet with contact information and details for each one."
• Bayer Corporation's Cathy Ewing discovered a unique venue at the Agricultural Hall of Fame Museum in Bonner Springs, Kansas. On the museum's grounds is a small old-style town, called Farmtown, USA, that is not open to the public. Guests were greeted by the town sheriff and interacted with character actors at each building. There was even a cowboy poet in the barn, with hay bales for audience seating. "There are lots of quaint little places that you don't normally think of, but with a little creativity, it can be a very unique event," Ewing advises.
• Las Vegas offers more than its share of unusual venues. One popular choice is Liberace's home, where his original staff give tours, and of course guests are entertained by a Liberace look-alike. Jaki Baskow, owner of Baskow and Associates, a DMC and talent agency, has also held events at the nearby NASCAR track. Guests can ride along with a driver, or even take a turn behind the wheel. For those who can't decide on just one venue, Baskow can organize a Vegas scavenger hunt, with busses taking guests all over town following clues and snapping photos. Some of the favorite stops include Wayne Newton's ranch and an "Elvis wedding". The hunt ends with a party at the Fremont Street Experience, the computer-generated light and sound show in downtown Vegas.
• Some of the most successful events hosted by the Atlanta Convention & Visitors Bureau have been held in exclusive private homes. Not only is the setting more cachet than a hotel ballroom, but "people are basically nosy" and want to get a look inside, according to Rick Myers, Senior Vice President of Trade Shows. Once, the ACVB held an event at a mansion in Los Angeles, guest hosted by actor Tim Conway. Other events have been held at John Wayne's home and at a private ranch near Houston. Myers suggests contacting destination management companies in your show city to find private homes that are available to rent. Keep the guest list very small and elite (stay under capacity to keep it comfortable) and make sure you have the necessary insurance coverage. One way to avoid trouble is to have the homeowners there for the party, Myers advises.
• Exhibitors in the Detroit area have held after-hours events at the SPIRIT of Ford, Ford Motor Company's interactive adventure center. After dinner in the Gallery of Concept Cars, guests have the opportunity to "become" the car in a virtual assembly line "turbo tour", complete with new car smells and a ride around the test track. Other adventures include the Pit Stop Challenge, where attendees race against the clock to change a tire on Dale Jarrett's #88 race car, and a Design Your Own Car computer graphics station.
• Upscale department stores (such as Neiman Marcus or Nordstrom), can be used for after-hours receptions with different food stations and entertainment on each floor. Arrangements are made for the store to keep one or two departments open for shopping during the reception (guests are informed ahead of time what areas will be open).
• The legendary Spago's restaurant has hosted a "Meet the Chef" night with a behind-the-scenes tour and a private cooking demonstration by Wolfgang Puck. Each guest went home with their very own autographed cookbook.
• Many groups have utilized a location's movie or celebrity history with theme tours. For example, in Chicago, there's the "Untouchables" gangster tour; in Memphis, an Elvis or blues tour.
Non-profit facilities are often inexpensive to rent. Always be sure to ask about what services are included in the rental fee as well as any restrictions (i.e. alcohol, smoking, exclusive caterers, etc.). If guests will be driving themselves to the location, make sure there is adequate parking. Better yet, why not use a special method of transportation that will help set the theme?
For example, for a Wild West barbecue, use a hay wagon or stagecoach. For a military themed gathering, pick up the guests in a Humvee or helicopter. If your event is in New Orleans, or another Southern plantation area, use a horse and carriage.
Consider hiring a photographer or videographer to record your event. Have a location set up to take portraits of guests, incorporating the event theme or the celebrity host or look-alike. Include your company name on the finished photos and voila! Instant memorabilia!
Themed Events
Being in an entertainment smorgasbord like Las Vegas, Jaki Baskow never has a shortage of ideas for theme events. Her basic principle of event planning? "Every party should be an experience. The key is to have a good time and make it memorable. But remember ... it's all about your product!"
Be specific in telling guests what to wear. If costumes or formal wear are expected, be sure to let them know in the invitation. Consider giving guests something to wear that reinforces the theme (and bears your logo). You could hand out straw hats with bands bearing your company name at a western barbecue, or windbreakers at a ball game or other outdoor event.
• A sporting goods company exhibiting at the Crown Center Exhibit Hall in Kansas City held a Sports Night with virtual reality golf, tricycle races, and a mini race car track. The atmosphere was similar to a carnival, according to Tyler Adkins, Sales Manager at the Hyatt Regency Crown Center. They brightened the space with balloons and different colors of carpet and served ballpark-style foods.
• One exhibitor in Las Vegas held a Winter Wonderland party in a hotel ballroom when it was 120ƒ outside! There were Canadian Mounties mingling with the crowd and even an indoor ice rink. Attendees nearly forgot they were in the middle of the desert!
• Exhibitors have taken advantage of the closing night of a show by having a slumber party. Held either in a ballroom or an entire floor of the hotel, the event featured massages, manicures, and of course food. Guests received nightshirts with the sponsor's logo on them and even took a turn at karaoke.
• The Dallas CVB transformed a warehouse into a 1960s biker haven with Harley-Davidson parts (collected from two local Harley clubs) as decorations and centerpieces. Guests were surprised by riding to the event in a procession of Harleys, led by four police officers. The hosts, as well as the drivers, dressed in traditional Harley gear and guests were given temporary tattoos bearing the official Dallas logo. When using speciality transportation, Dallas CVB Event Planner Colleen Rickenbacher, CMP, cautions to always have guests sign a waiver before the event, as well as having backup transportation for those who choose not to participate. But she quickly adds that no one refused to ride on a Harley!
Whether you're planning an exclusive gathering for ten VIPs or a huge event for a thousand, don't lose sight of your message. Special events provide the opportunity to meet with clients and prospects in a more relaxed environment than on the show floor. There is more opportunity for in-depth conversation and rapport-building.
Plan a truly special event, and people will be talking about both it and your company for weeks afterwards.
© 2000 Marlys K. Arnold
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Sidebar: Tips for Choosing a Theme
• Use current hot topics (but avoid overused themes)
• Adapt to the situation
• Keep it simple (and easily understood)
• Make it consistent with your company culture (Is it elegant, high-tech or sporty?)
• Coordinate with both budget and location
• Carry it out through the invitations, menu, decor, giveaways, etc.
While the possibilities for unique venues are unlimited, here are a few to get you started:
• Riverboat or yacht (think sunset cruise)
• Country estate or mansion
• Park, garden or botanical center
• Beach or marina
• Private suite at football or baseball stadium (even if there's no game!)
• Zoo, aquarium or planetarium
• Art gallery or museums
• Concert hall or theatre
• Landmark buildings or historic sites
• Airport VIP lounge or cruise ship lounge (while docked)
• Air Force Base (think Top Gun)
• Navy aircraft carrier
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Marlys K. Arnold, ImageSpecialist, consults with both companies and individuals to help them build a better trade show image. Her experiences as both an exhibitor and a show organizer offer her a unique perspective on trade show exhibiting. An active member of Meeting Professionals International (MPI), she is also the author of Build a Better Trade Show Image (2002), and the host of the Trade Show Insights podcast.
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