Exhibitors at the 2011 show will have a much easier time identifying true “buyers” thanks to changes to the attendee-registration process.
Attendee badges will be more specific, enabling exhibitors to better identify various buyer categories.
This change is based on feedback from our exhibitors, who stated that the traditional red attendee badges used at the show do not clearly identify who from an organization is the decision-maker in buying.
Web-based registration will start out by asking if attendees are buyers or non-buyers. From there, the attendee will filter through the demographic questions that will assist us in determining the categories of people attending the show.
Past show attendees should be able to find their information in the system and should move through the process quickly. The identification and verification policy that was started at the 2010 show will continue for the 2011 show.
In addition, attendees will be able to purchase tickets to SHOT Show University, State of the Industry Dinner, register for free education sessions online within the registration process and have the ability to pay for registration and special-event fees.
SHOT Show has initiated a modest price increase for attendee registration. As many of you are aware, the show has not increased its registration prices since 2007.
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Worst show in history last year and you raise the price nice going
By far the worst problem is the hoard of suitcase sellers (which have steadily increased in recent years) and those carrying ID badges that somehow gain access to the show through a source connected with our industry. Well meaning folks must now resist the urge to allow their “brother-in-law” access to this event.
While on the surface appears-ing to be harmless, I can not possibly count how many times I gave my best sales presentation only to then be informed by the attendee that “I’m just here for amusement and have no real interest in your products”. Unfortunately, I can’t offer any quick answers myself and can only hope that someone is smart enough to find a solution in time to save the reputation of the industry’s premier show.
Steveg–My point exactly. This is a private trade-only event. Our customers are there to do business and it is our job to provide an atmosphere that both our guests (attendees) and exhibitors (customers) find satisfying.–Chris Dolnack
Steveg–Keep an eye out for my next blog entry pertaining to suitcasing/outboarding. Thanks for bringing it up. As you well know we had quite a time with this last year.–Chris Dolnack
This procedure change is going to open a a very big can o’ worms. I often get inquiries from customers, foreign and domestic, that say “I saw this thing at the Shot Show and I was impressed by what the guy said but I didn’t get a card, can you find it for me”? IMHO the marketplace functions by “exposure”, “explanation”, “Q&A”, “sales”, in that order. I think vendors are only hurting themselves by placing a time-limit of more than one day between the “Q&A” and the “sale”. After all, we all know from experience that what turned out to be junk, created a “big buzz at a Shot Show a couple years ago”. My message to vendors who don’t want to talk to anyone but the CEO and Purchansing Agent is “the market is skeptical…the person you are talking with, who has a “pink badge” is an expert user of your product, but w/o any purchasing power, but in one 30 second phone call can get you an either an order… or just more ridicule. A “trade show” is exactly that,…a show. An opportunity to solicit opinions from end-users about your product. If certain vendors don’t want to promote, and only want to sell, sell sell, then perhaps they should consider a different format. Gun shows, come to mind.
If there are salesman who find it a waste of time to talk to tire-kickers, they should consider going into the auction industry.
Nmc–It is the non-trade consumer who gets into the show through a friend who the exhibitors are complaining about. Can these folks influence their friend in the trade who brought them? Certainly they can, but when our customers tell us repeatedly over time that there is an issue, it’s incumbent on us to try and remedy the situation.–Chris Dolnack
Thanks Chris,…I believe I did miss the emphasis on the non-trade attendees. I did not realize this was as big problem as it is. I agree that if vendors continue to be troubled by this from show to show, that you have to work up a solution. –NMc
Oh…and one more thing. To the salesmen who find it a waste of time to talk to employees w/o purchasing authority…the person who signs your check needs US more than than they need YOU.
I think you made a great point. I think the wife and or brother-in-law should be able to get in, but be identified by the merchant.
However on the other side. The employee can sway the boss if they are really impressed by the product.
J.Galbraith, Owner CCR
J-Mac–We want store employees to attend the show and learn more about the new products they sell. It is the non-trade attendee that exhibitors complain about.–Chris Dolnack
I am from a Police Department in So. Cal. I attended the show to find new equipment for my Dept. I do not actually purchase the equipment but make the recommendations for the purchase. The actual purchase of the equipment is made by another department within the city who has absolutely no idea what they are buying. They are acting on my word. Now tell me, who should we send to the show?
I do know what the exhibitors are talking about. I worked in the industry and attended 15 SHOT Shows as and exhibitor. The one thing I did learn is that you treat EVERYONE as a buyer because you don’t know who you are talking to. The SHOT Show is just that, a show. This is your opportunity to shine and show the entire industry, both sellers and consumers who you are and how your company operates. If you shun people because they are not going to buy mass quanities of your product, those people will remember that and pass that along to those who are in the industry. Good luck with that. This line of thinking sounds too much like the “Gun Store Experts” who pontificate rather than communicate and hurt all of us in the process.