Tag: exhibitors

SHOT Show Update – Something Old, Something New, Something Borrowed

Las VegasSince we last gathered at the Sands Expo in January, it’s been an exciting and challenging year for the industry as a whole, and in particular for your industry’s trade association and its signature event—the SHOT Show. Throughout the process, our focus has been to maintain continuity for our exhibitors and attendees while delivering a continuously improving SHOT Show experience.

In May, NSSF ended its 30-plus-year association with Reed Exhibitions. After a thorough national search involving the trade show industry’s top management companies, we named Las Vegas–based ConvExx as our new show management partner for the next three years. ConvExx is privately held and has produced more than 200 shows and events, including the Specialty Equipment Market Association (SEMA) Show. Trade Show Executive magazine ranks the SEMA Show as the fourth-largest trade show in North America (SHOT Show is ranked 16th), with 2,250 exhibitors, 135,000 attendees, and more than 1 million net square feet of exhibit space.

ConvExx offers a unique combination of extensive large-show and Las Vegas experience, which will serve our exhibitors and attendees well. Rest assured that ConvExx is a pro–Second Amendment organization. We wouldn’t have selected them otherwise.

We have also struck a new five-year agreement with our long-time partners at Freeman as the official exposition services contractor for the SHOT Show. This new agreement with Freeman provides our exhibitors with the best-in-class services and cost certainty.

Freeman is the leading global partner for integrated marketing solutions for live engagements. It produces more than 4,300 expositions annually, including 135 of the 250 largest U.S. trade shows, and 11,000 other events worldwide. What’s more, the Freeman family is made up of avid hunters and shooters.

Also in May, NSSF selected CSG Creative as its agency of record for marketing the 2014 SHOT Show. CSG was selected at the conclusion of a national account review that included a number of well-known trade-show marketing agencies. Their experience in the trade-show and face-toface event business is unparalleled, and we have enjoyed working with them to make the 2014 SHOT Show the best event yet.

Based in Alexandria, Virginia, CSG Creative is a strategic marketing and creative agency with unparalleled insight into event promotion, branding, and strategy development. Its award-winning creative staff, stellar service, and innovative approaches have made CSG one of the premier agencies in trade-show, conference, and event promotion. We’re confident that our new SHOT Show website and new attendee promotion campaign, combined with our participation in the U.S. Department of Commerce International Buyer Program, will deliver new qualified buyers for our exhibitors.

We’ve also reached new agreements with our official housing partner onPeak, our registration services provider CompuSystems, and our mobile app developer Sherpa. All have done a great job for us, and we look forward to working with them to make the SHOT Show the industry’s “must-attend” event.

Here’s what’s in store for you. You’ll receive the same outstanding customer service you’ve come to expect from NSSF and the SHOT Show, and enjoy the comfortable familiarity of our registration and housing systems. There will be additional newly designed, high-impact signage to help you find your way around, including arrows pointing to the main hall exits on Level 1 and Level 2.

Retailers will have more opportunities to learn new skills and take innovative ideas back to their stores from SHOT Show University and our expanded retailer education seminars. In addition, select retail buyers will be invited to participate in a hands-on shooting range experience on opening morning.

The Law Enforcement Education Program will begin the day before the show opening, providing LE professionals with the opportunity to earn continuing education unit credits while learning from nationally recognized experts.

Outdoor Channel has returned as the Pinnacle Sponsor of the 2014 SHOT Show and will be providing attendees with amenities such as mobile-device-charging stations and Internet hotspots. State of the Industry Dinner attendees will be treated to a performance by renowned illusionists and Second Amendment supporters Penn and Teller, courtesy of Outdoor Channel.

The 2014 SHOT Show is just too good to miss. I hope to see you in Las Vegas.

Chris Dolnack is senior vice president and chief marketing officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Update Concerning Lodging, Travel Reservations

Every year at about this time, unscrupulous poachers emerge. These poachers are hotel or third-party housing agencies unaffiliated with the SHOT Show and can be very tricky in the way they present themselves. That’s why we caution all SHOT Show attendees and exhibitors to be wary of third-party services when booking your rooms for the show. In past years, we heard reports of hotel room resellers taking payment from SHOT Show attendees and exhibitors without actually booking the rooms, leaving attendees without a place to lay their head in Las Vegas.

In fact, we’ve received word that several companies, including Exhibitor Housing Services (EHS), Room Connections and Wholesale Travel Planners, are all fraudulently soliciting SHOT Show attendees.

The SHOT Show provides two sources for special hotel room opportunities; one is direct with the Venetian/Palazzo, and the other is through onPeak, the official housing partner of the SHOT Show and the service provider directly linked to the SHOT Show website for all hotels besides the Venetian/Palazzo.

Booking with onPeak or Venetian/Palazzo guarantees you a room and guarantees you room rate protection.  So you never have to worry about having a room or paying too much for it.

The Venetian/Palazzo and onPeak are the only two entities authorized to contact SHOT attendees regarding hotel rooms, and the SHOT Show requires each communication to be pre-approved and branded with the official SHOT Show logo. Do not respond to any other related communication you may receive.

We want you to have a great experience at the 2014 SHOT Show and the surest way to start down that path is to apply for your credentials and book your rooms early. If you are booking a block of more than 20 rooms, onPeak can help you manage that efficiently.

Diedra Cauley is the senior director of exhibitions and conferences for the National Shooting Sports Foundation. Follow her on Twitter at @dcauley.

Repurposing SHOT Show Floor is Painful, But Necessary

Back in July 2011, we first announced that NSSF would begin to repurpose the SHOT Show exhibit floor. This means that going forward only companies that are involved in our core business — shooting, hunting, outdoor and tactical — will be able to exhibit at the show.

Though this change clears the way for many companies in our industry that have been on the waitlist for far too long to begin exhibiting at the SHOT Show, it also means that we must “disinvite” a number of long-time exhibitors whose product line no longer fit with the profile of our buyer attendees.  This process is painful for both parties and sparks anger from those exhibitors who have not had their exhibit contracts renewed.

We do our best to research buyer attendee preferences and to include all exhibitors within a category that no longer fits the core profile.  We also give exhibitors who appeal the non-renewal a fair hearing.

The result of this repurposing effort is that 100 new companies have exhibited at the SHOT Show for the very first time in 2012 and 2013.  We expect to invite a similar number of waitlisted companies to exhibit for the first time in 2014.

We’re glad to be able to make so much progress so quickly, although we realize it wasn’t quick enough for some and extremely disappointing for others.  It’s not fun to tell an exhibitor that they can no longer exhibit at the SHOT Show, but it is necessary to ensure a healthy future for the SHOT Show, and the industry.

Five Tips on Using Video To Generate Excitement


Social Media Spotlight: Second of a Four-part Series

If a picture is worth a thousand words, what’s the price of a moving picture? Some video is worthy of high-quality production but you can also get a decent bang for your buck with a smartphone and a quick upload to YouTube. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting right here — and in the Exhibitor Resource Center at shotshow.org — each week for the next four weeks in advance of the 2013 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first six exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

 

Five Tips on Using Video To Generate Excitement

With YouTube being the second most popular search engine just behind Google and 800 million unique users visiting each month, why wouldn’t you want to add video to your marketing mix?

1. Give SHOT Show attendees a sneak peek at new products or services.

Are you introducing a new product or service at SHOT Show this year? Give attendees a little taste of what you are going to present and get them excited about coming to your booth to see the real thing. Don’t give away too much on the video. If it’s a product you could just show the silhouette and leave them hungry for more.

Do you have a new service? Tease attendees with a few key features and invite them to your booth to find out how it can benefit them. The idea here is to present just enough information to leave them wanting more.

2. Use video to tell attendees about a big announcement you are making at the show.

Some companies only need to mention they are making an announcement at the show to generate excitement. Maybe you want to keep it top secret and even a peek at your product is too much to reveal. Create a video that lets attendees know where and when you are making your announcement and then be sure you’re ready for the crowd. For an idea how to do this, take a look at Samsung’s teaser video for their product launch at International CTIA Wireless 2011 at http://bit.ly/samsungsts

Just make sure your announcement warrants something so secretive or it will backfire when attendees leave your booth having expected something bigger.

3. Create a video invite to your presentation.

Are you presenting as part of the SHOT Show educational program? Or even an educational presentation in your booth? Give attendees a taste of what they can expect by having your presenter share key takeaways of the presentation.

Keep it short. The object isn’t to give a condensed version of the entire presentation–just good reasons for why they should attend and what they’ll miss out on if they don’t. And don’t forget to include dates, times and locations for the presentation in your video.

4. Use video to live stream or capture in booth presentations

Not everyone is going to be able to attend your live presentation. Have someone capture it on video so it’s available to attendees later. And not just attendees but once it’s online you have a nice piece of marketing the whole world can view.

Just make sure if you are shooting video of a product demo the camera should be focused on the product–not the speaker. Also be sure to zoom in on key features as they are presented.

5. Capture amazing marketing moments during the show.

You just never know when marketing gold is going to walk into your booth during a show. Have that video camera ready for impromptu interviews with customers who are excited about your company and or your products. No one can sell you better than a happy client.

Otterbox captured a great customer testimonial in their booth when one excited customer stopped by to see what was new. You can view that video at http://bit.ly/otterboxvideo.

A good video should be representative of your customer, engage the viewer, show not tell, and be shorter than 3-5 minutes. It should also have a clear call to action at the end.

Post these great videos on YouTube and start sharing. Just don’t forget to take the time to include keyword tags when you are posting to YouTube so people can find them when they are searching the Internet.

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers”
www.TheSocialTradeShow.com

Will You Feature Celebrities at the 2013 Show? Let Us Know About Planned Appearances

Ted Nugent
Ted Nugent made an appearance at Outdoor Channel’s booth in 2012.
Image courtesy of Outdoor Channel.

Professional athletes, actors, rock stars, authors, pro shooters. Each year, the SHOT Show has its fair share of celebrity appearances. Let us know if your company is planning to have a celebrity make a personal appearance at the show. In return, we’ll help you promote it. We’d like to start letting all attendees know what famous faces they can expect to see at the 2013 show. Log in to the Exhibitor Listing Dashboard and let us know about celebrity appearances or other special events you are planning at your booth.

 

Five Reasons for Including Social Media in Your Show Marketing Mix

The Social Trade Show

Social Media Spotlight: First of a Four-part Series

Social media has transformed the way companies market through trade shows. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting right here — and in the Exhibitor Resource Center at shotshow.org — each week for the next four weeks in advance of the 2013 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first six exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

 

Five Reasons for Including Social Media in Your Show Marketing Mix

With all the work you already have on your plate to get ready for the show, why add another task? Social media is a growing communication tool and if you’re not taking advantage of it, you’ll soon be left in everyone else’s dust. But if you need more convincing here are just five reasons to get you moving.

1. Reach a wider audience.

As sad as this may seem, there are some very qualified buyers who cannot attend this year’s SHOT Show. They might not have the budget to travel or the time to spare. They might have family obligations that prevent them from attending. They want to be there to see all the new products and services available but they just can’t swing it. But they can and will be following along with what is happening at SHOT Show via social media.

Savvy exhibitors can stand out from their competition by paying attention to these online buyers. Make them feel a part of the event by:

  • Live blogging from sessions they are missing.
  • Live stream or video demonstrations taking place in your booth.
  • Tweet about new products and services you are seeing on the show floor you think they might be interested in by using the #SHOTShow hashtag.

2. Attendees will pay more attention to you.

It’s likely this is not your first SHOT Show rodeo. Even if you are a first time exhibitor at SHOT Show you probably have some great advice you can impart on the attendees.  Share helpful information that attendees will value before and during the show and your company will stay on their radar. People tend to pay attention more to exhibitors who don’t just market at them but those who are helpful as well. What kind of helpful information could you share?

  • Tips on great restaurants attendees should check out while in Vegas
  • Tell them where to find the best coffee with the shortest lines closest to the trade show floor.
  • Point out sessions taking place with speakers they don’t want to miss
  • Offer to introduce them to industry celebrities you know and who will be at the show.

3. Listen to what your customers are saying.

The SHOT Show is always a great place to do market research. By listening to conversations taking place around the show you can uncover valuable information about what your customers are looking for and what they wish existed in the marketplace.

We’ve always been able to do this in line for coffee, in the hallways between sessions, at the bar or restaurant in the evenings. Now, social media provides you an opportunity to amplify your listening and expose you to conversations taking place even if you’re not in the same room.

Pay particular attention to social media conversations that start with, “I wish…” Where can I find…” and even “I hate…” Chances are you just might have the solution to their problem or know someone who does.

When you are not just pushing your message out on social media but paying attention to what your potential customers are saying, you may over hear things like, “I wish there was a way to connect all my stores’ security systems.” If you are in that business jump on it and invite them to your booth to discuss solutions to their problem. If you are not in that business but know someone that can help them, invite them into your booth to meet that person.

4. Become part of a community.

Social media isn’t a campaign or a tool to be rolled out a week or two before the show. It is a commitment of time and resources undertaken so your company can connect not just with customers and potential customers at an event, but also with your industry’s larger community; a community of other suppliers, associations, media representatives, thought leaders, potential employees, mentors, and mentees.

Being an active member of a community builds your company’s reputation as a trusted solution provider and its employees as thought leaders in your industry. People in your community will get to know your company as more than just a brand. Buyers will start seeking you out and listening to what you have to say. Your company will be put on people’s “must see vendor” list.

5. Expand the length of the show.

Let’s face it, a lot of buyers are coming to SHOT Show and there will be a lot for them to see and do. Chances are there are a few people who might miss you. By incorporating social media into your marketing and communications mix you won’t have to wait until next year to see them. You can easily continue the conversation and continue reaching out to potential buyers long after the show by doing the things mentioned above.

Just remember, keep your audience needs in mind when communicating on social media. It shouldn’t just be all about you.

*****

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com

Media Day at the Range™ 2013 Exhibitor Registration Deadline November 30, 2012

Media Day at the RangeThere are only a limited number of shotgun, airgun and archery stations remaining.  There are also non-shooting exhibit and demo areas available.  All long and short range positions are sold out.  Manufacturers may register for the event by visiting http://media-day.com/ExhibitorRegistration/.   Exhibitor registration will close on November 30.

With the support of the National Shooting Sports Foundation, the eighth annual SHOT Show Media Day at the RangeTM will be on Monday, January 14, 2013, at the Boulder City Pistol & Rifle Range, Boulder City, Nevada.

Registered exhibitors should visit the Media Day Sponsorship and Advertising page to further enhance your exposure at this key industry event by signing up for one of the many opportunities listed.

A full schedule of events will be posted on the www.media-day.com website in December.

For additional information, contact Cory Cannon with Triple Curl at ccannon@triplecurl.com or Cathy Williams with CMG Marketing & Events at cathy@cmgmarketingandevents.com.

Book Travel Through SHOT Show’s Official Housing Partner onPeak

Official Housing Partner onPeakBook in the official SHOT Show block — don’t be scammed by third party housing companies.

Through our official housing partner, onPeak, the SHOT Show provides reduced hotel rates and travel discounts for your trip to Las Vegas.

Attendees and exhibitors can make their travel arrangements with onPeak through the SHOT Show website’s Travel page — or directly through onPeak’s booking agents by calling 800-388-8104 or 312-527-7300 (International).

We have already received several calls and emails from exhibitors who were solicited by a high-pressure salesperson who urged the exhibitors to get their rooms for the SHOT Show while they could. I can assure you that no one affiliated with the SHOT Show will ever solicit you. And if they do, I want to hear from you.

The SHOT Show, in partnership with onPeak, is committed to providing you with the best travel deals around. onPeak is the official travel provider for the SHOT Show.

Don’t be fooled by offers from other parties using the SHOT Show name — they are NOT affiliated with Reed Exhibitions or the SHOT Show. Remember, if the offer seems too good to be true, it probably is.

Exhibitor Registration and Exhibitor Dashboard Tool Are Now Live

Starting today, SHOT Show exhibitors may now order show credentials for booth personnel on the Exhibitor Dashboard.

All exhibit staff must wear credentials at all times in order to gain access to the show floor. Order your credentials today and avoid on-site lines and fees.

Within the dashboard you can:

  • Order your I&D, exhibitor staff credentials using an Excel spreadsheet.
  • New for this year, free credential allocations are based on your booth size.  Any overages — there will be a charge for.
  • 2012 exhibit workers information will pre-populate!
  • Help reduce duplicate credentials, use our new Exhibitor/Media category for your team members who need exhibitor and media credentials. We’ve added Exhibitor Guest and Manufacturer’s Rep categories for you too!
  • Update your company’s listing for the printed directory, digital, Map Your Show (attendee agenda scheduling) and mobile. Directory deadline Nov. 5!
  • Reserve a press kit bin in the NSSF Press Room to make your materials available to the more than 2,000 media members

If you need assistance with your username and password, please contact us at inquiry@shot.reedexpo.com.

Read the latest Exhibitor Newsletter for more details.