Sandra Braun is more than just one of the most respected women in the trade show industry- she is a good friend. As a dedicated and experienced member of the Nth Degree team, Sandra has traversed one end of the country to the next, experiencing first hand every major show you can name…and several more to booth. Nth Degree is a trusted name in event installation and dismantling services, as well as a premiere name in program management, and a big part of the shine on the Nth Degree brand is a direct result of Sandra. Nth Degree and Ohio Displays have partnered time and time again through out the years, and we consider her to be part of our (sometimes dysfunctional) little family.
I asked Sandra to answer a few questions for this weeks article because I respect her opinion, and think that everyone can benefit from her thoughts. If you would like to talk to Sandra personally with any questions though, please feel free to contact her at sbraun@nthdegree.com .
RYAN: You’ve been with Nth Degree through both the ups and downs in the economy…how has this recession changed the way you see SMART exhibitors doing business before the show?
SANDRA: Absolutely – the industry and the way event managers are preparing for shows is so much different now. First of all, exhibitors are much more strategic in evaluating and measuring the shows they attend. At one time, it seemed as if people went to shows because their competitors did and they didn’t want to look weak. Making sure companies are going to the right shows and targeting the prospects/customers they want to see is more of the focus lately. From an attendance standpoint, companies aren’t sending 5 people to a show as they used to. Feedback I’m hearing is that there aren’t as many “tourists: walking the floors, but the RIGHT people sure are.
RYAN: The RIGHT people…that’s the key, isn’t it? Have you noticed people starting to re-up their shows again now that the dust is settling, or are they still playing possum?
SANDRA: I Definitely think people are taking baby steps to add more shows, space, etc . . . but let me reiterate, it is slowly!
RYAN: Well, there was a lot of fear out there…it’s a lot to come back from. I know that I personally have noticed a lot of new cities starting to pop up on schedules…cities that were always considered “secondary cities” are starting to pick up speed….have you noticed that?
SANDRA: I have noticed quite a few secondary cities as well. Show organizers and exhibitors are looking for better solutions from a cost standpoint and a draw for attendees. Definitely more action these days in Indy, Columbus, San Antonio, Phoenix, etc.
RYAN: If you were going to suggest three cities that are good tryout grounds that new or smaller exhibitors should consider going into, what would they be??
SANDRA: Seattle, Phoenix, San Antonio . . . easy cities to work in, not to many union issues, fun cities.
RYAN: To all the mid size companies out there that are venturing into larger exhibits spaces for the first time…what are areas that you would suggest to make the most out of limited budgets?
SANDRA: I would suggest that exhibitors still focus on the company goals of the show . . . messaging, pre-show marketing, etc. A larger space isn’t the solution to drawing an audience. If it was me, I would rather my marketing dollars go towards making sure I am conveying the right message and getting the attendees that I’m targeting.
I asked Sandra to answer a few questions for this weeks article because I respect her opinion, and think that everyone can benefit from her thoughts. If you would like to talk to Sandra personally with any questions though, please feel free to contact her at sbraun@nthdegree.com .
RYAN: You’ve been with Nth Degree through both the ups and downs in the economy…how has this recession changed the way you see SMART exhibitors doing business before the show?
SANDRA: Absolutely – the industry and the way event managers are preparing for shows is so much different now. First of all, exhibitors are much more strategic in evaluating and measuring the shows they attend. At one time, it seemed as if people went to shows because their competitors did and they didn’t want to look weak. Making sure companies are going to the right shows and targeting the prospects/customers they want to see is more of the focus lately. From an attendance standpoint, companies aren’t sending 5 people to a show as they used to. Feedback I’m hearing is that there aren’t as many “tourists: walking the floors, but the RIGHT people sure are.
RYAN: The RIGHT people…that’s the key, isn’t it? Have you noticed people starting to re-up their shows again now that the dust is settling, or are they still playing possum?
SANDRA: I Definitely think people are taking baby steps to add more shows, space, etc . . . but let me reiterate, it is slowly!
RYAN: Well, there was a lot of fear out there…it’s a lot to come back from. I know that I personally have noticed a lot of new cities starting to pop up on schedules…cities that were always considered “secondary cities” are starting to pick up speed….have you noticed that?
SANDRA: I have noticed quite a few secondary cities as well. Show organizers and exhibitors are looking for better solutions from a cost standpoint and a draw for attendees. Definitely more action these days in Indy, Columbus, San Antonio, Phoenix, etc.
RYAN: If you were going to suggest three cities that are good tryout grounds that new or smaller exhibitors should consider going into, what would they be??
SANDRA: Seattle, Phoenix, San Antonio . . . easy cities to work in, not to many union issues, fun cities.
RYAN: To all the mid size companies out there that are venturing into larger exhibits spaces for the first time…what are areas that you would suggest to make the most out of limited budgets?
SANDRA: I would suggest that exhibitors still focus on the company goals of the show . . . messaging, pre-show marketing, etc. A larger space isn’t the solution to drawing an audience. If it was me, I would rather my marketing dollars go towards making sure I am conveying the right message and getting the attendees that I’m targeting.
Sandra: A lot of it comes from being unfocused..Don’t just go to a show to be there – be prepared. Do your homework . . . who do you want to target for current customers/prospects? What message do you want to convey? and in that regard, market your booth w/ signage, giveaways – anything that touches the customers.
Lastly, don't make assumptions when you staff your booth. Make sure you send the right staff – not just sales people but OPS, Techs , and basically any other people that touch the product & can talk in detail with potential customers.
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