How to Approach Exhibitors: Buyer Advice from 3 SHOT Show Pros

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With more than 1,600 exhibitors and hundreds of thousands of products, buyers working the floor of SHOT Show are certainly challenged when it comes to discovering the goods their clients need and connecting with the manufacturer’s reps who can work with them to place orders and close the deals. In an effort to help those buyers get the most out of their time on the floor, we reached out to two high-profile PR and marketing firms to ask them what their clients, SHOT Show’s exhibitors, are looking for when they meet with buyers.

“The exhibitors do want to know how the past year was for their buyers and retailers, what customers are coming into stores asking for, i.e., concealed carry, long guns, specific accessories, etc.,” said Kim Cahalan, Vice President of Media Relations for Media Direct Creative Group, Inc., which counts Rock River Arms, Taurus Brands, Apex Gear, TRUGLO and Wildlife Research Center among its many clients. “The companies we work with really want to know from the buyers and retailers both what’s selling and what’s sitting on their shelves.

“When the buyer gets to the meeting or booth appointment, they should ask right away for the new 2015 promotions, range programs, etc., so the booth staff can dedicate a person to take them through the new product, showing the selling features and benefits of the product to help make their jobs easier when then return to the shop and getting them into the best promotions we are offering,” Cahalan emphasized. “Whatever the buyer needs from the manufacturer, I’d suggest writing those items on the back of their business card and handing it to the point person in the booth. In other words, if that buyer is out of product catalogs, for example, please don’t tell someone in the booth and expect them to remember, even if you are a valued customer. The SHOT Show is so crazy, that kind of request will inevitably fall through the cracks.”

Cahalan emphasized that her clients truly want buyers to have a pleasant and productive experience when they visit their booths.

“Feedback is always welcome. But beating up the folks in the booth about deliveries or other problematic situations isn’t the best way to get such personal and individual issues resolved. Simply put, there’s a time and a place for those discussions, but the show floor isn’t it. Instead, a buyer should introduce themselves and give a short description of the situation they’re having trouble with, then ask to have someone to follow up with you after the show to resolve the situation and get that person’s name and contact information. I believe the buyer will get a very positive response and hasty resolution of their problem by handling it that way.”

Kevin Howard, President of Howard Communications, which reps such prestigious companies as Browning, Bushnell, Hunter’s Specialties, Mossy Oak and Uncle Mike’s, also weighed in on the conversation.

“First thing I’d do as a buyer is check out the SHOT Show Planner link and download the SHOT Show Mobile App to your smartphones and tablets. Next, buyers and retailers should make a list of the products and exhibitors they must see, set up appointments with sales reps for the first two or three days of the show, using the show floor plan to make a systematic list so you are not running all over the show for appointments—then make sure you make the appointments. To maximize who and what you see at the show, make a second list of exhibitors you’d like to see as your schedule permits, creating that list from the SHOT Show Planner you’ve already utilized.

“As you walk the floor in between appointments, make a list of interesting booths you pass,” Howard advised. “Then take the last day of the show to visit those booths and investigate those products that might be good additions to your store or current lines. These will usually be found at the smaller booths, so learn to look for them on your way to appointments at the bigger booth setups.”

Laura Burgess, President of the well-respected firm Laura Burgess Marketing, talked to several heads of the companies she reps for us.

“I would tell a dealer to come to the SHOT Show with an open mind and look for companies that stand out from the rest,” said Burgess’ client Michael Sodini, President of Eagle Imports. “Everyone seems to get stuck in the rut of carrying the same things. Then they ultimately cut each other so it becomes a rat race to the bottom of the barrel.”

Another client on Burgess’ long list, Russ Datson, Director of Sales for Liberty Ammunition, echoed Sodini, stating, “I would advise a dealer to allocate some time to visit with some of the newer companies in the industry. We all get stuck in our comfort zones, visiting with the manufacturers and people we regularly work with, and while it is important to maintain those relationships, it is equally important to familiarize yourself with the upcoming players in the industry and evaluate the products they are bringing to market. Like it or not, trends are prevalent in our industry, a savvy dealer understands these trends and stays on top of them.”

The full list of 2015 SHOT Show exhibitors is available here. You’ll also find the show’s floor plan, product and seminar listings and a schedule of show specials and celebrity appearances there. The SHOT Show Planner can be found here, and be sure to download the 2015 SHOT Show Mobile App available in the Apple App store and on Google Play for iPhone and Android products, respectively, and in a Windows App for Blackberry devices. Click here for more information.

 

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

10 Tips for a Better SHOT Show

Understanding the challenges of visiting as many exhibitors and other business associates as possible during the SHOT Show, Patrick Shay, NSSF director, retail development, offers this advice for attendees participating in the SHOT Show in Las Vegas Jan. 15-18.

1. Wear comfortable shoes. The SHOT Show is huge! Last year’s show encompassed 1,600 vendors exhibiting in 630,000 square feet. Comfortable shoes will give you a chance to see all the show has to offer.

2. Plan how to get to the show from your hotel; driving is not recommended. The Sands Expo and Convention Center is a 10-minute walk from most hotels on the strip. Also, don’t forget the monorail, though the closest stop is a hike from the Sands. Of course, most convenient are the free buses that run to and from official SHOT Show hotels.

3. As you are making appointments for the show, use the handy “Map Your Show” tool available at the SHOT Show website and consult the floor plan, also online at shotshow.org. By making appointments with nearby booths, you will save time and shoe leather.

4. If you have a smartphone, don’t forget to download the SHOT Mobile App. The app will allow you to quickly navigate the show floor via an interactive map, find new products, see the show schedule, set appointments, and find services.

5. Take advantage of the educational opportunities. The day-long SHOT Show University, as well as the ATF/NICS seminars, NSSF Retailer seminars, and the Law Enforcement Educational Program, provides great learning experiences. These seminars will allow you to come back from the show not just well versed on the latest products, but also on the latest trends in merchandising, ATF regulations, and store operations.

6. Have a plan when you visit vendors. Know to whom you want to speak and have a list of questions ready when you enter the booth. The vendors will all be very busy, and the face-to-face time you have with key vendors may be limited, so make use of your time.

7. Let the vendors you visit scan your badge. This will allow them to send you the marketing material you need, without adding to the load you’ll be carrying around the show.

8. Provide feedback. Participate in the surveys from NSSF, Reed Exhibitions, and Freeman, and please share your thoughts on the show. Let us know what you liked and what could be improved.

9. If you are an NSSF member, don’t forget that you have access to the Members’ Lounge on level 3. The lounge opens at 7:30 a.m. Lunch is available at moderate prices each day between 11:30 a.m. and 2:30 p.m. The lounge is an attractive locale for NSSF members and their guests to meet and relax during the show.

10. We are here to help. If you have any questions or concerns, find us and we will do everything in our power to make sure that your show is as productive as it is enjoyable. Go to our membership booth, located at L221 on level 2, for help with NSSF-membership-related questions.

A Bakers Dozen to Boost Your ROI at the 2012 SHOT Show

After all these years I’m still somewhat surprised at the number of first-time SHOT Show exhibitors who come to the show with the expectation that “If I exhibit, they will come.” But as seasoned trade show veterans know, it’s the work you put in during the months leading up to show that determine your success or failure.

Start by establishing your one or two key objectives or outcomes for your participation in the SHOT Show, such as generate 300 qualified leads for your sales force or write 75 orders for your new product introduction or get your new product featured in six hunting or shooting publications.  Once you establish your objectives, use all the tools available exclusively to SHOT Show exhibitors through the Exhibitor Resource Center on the show website.

Here are 13 ways to boost your ROI at the 2012 SHOT Show:

1. Showcase a new product in the New Product Center. Buyers and media alike visit theNewProductCenter to get a feel for industry trends and emerging categories.

2. Offer your customers a SHOT Show-only special—special pricing, special terms, free goods, etc. that they can only get at the SHOT Show.

3. Place an ad in the SHOT Show Directory, SHOT Daily and/or pre-show Tracker to increase your visibility and floor traffic in your booth.

4. Sponsor a visibility amenity at SHOT Show to build brand awareness and create a splash on premises.

5. Post your press releases and new product announcements on the Exhibitor Press Release feature in the media section of the SHOT Show web site.

6. Use the “Invite a Customer” feature by logging into the Exhibitor Dashboard. Use it to connect with attendees about your new product introductions and invite buyers to visit your booth.

7. Rent the SHOT Show media list by logging into the Exhibitor Dashboard and invite press to visit your booth. Offer some story ideas involving your product or service that may interest their readers.

8. Promote your SHOT Show participation on your company’s website and social media platforms such as Twitter, Facebook, Foursquare and Linkedin.

9. Use the official #shotshow hashtag on all Twitter communications so that anyone following the SHOT Show on Twitter will be exposed to your tweets as well.

10. Film product demonstrations at your booth, post them on YouTube and share them via social networks.

11. Reserve a press kit bin in the NSSF Press Room to make your materials available to the more than 2,000 media members that will attend the 2012 SHOT Show.

12. Include a QR code to your booth signage and promotional materials. Your pre-show ads might include a QR code that invites the reader to visit your booth.

13. Promote a contest/giveaway during the show through Twitter or Facebook. Let’s face it, people love free stuff.