Helping Small Companies Navigate Exhibiting

June 30, 2012

Karen Romano

Karen Romano, director of sales, Delta Region at GES, has over 20 years experience in the trade show industry encompassing facility, exhibitor and vendor sales.

I’ve always appreciated our industry’s effect on the economy. It’s a fact, whether you work in facility management, show management or as an official services provider, the trade show industry positively impacts the U.S. and world economies.

As long as buyers exist, we’ll continue to have B2B and F2F opportunities – and trade shows are the best option for companies to market themselves and their products.

Unfortunately, many small business owners don’t see the value of investing their resources in trade shows (and a show organizer can tell you it’s one of the toughest sales obstacles to overcome).

Managing through the downward spiral of the U.S. and world economies has become a common necessity for businesses these past few years – especially “Mom and Pops.”

I’ve observed show organizers seeing 20-25 percent annual turnover in their exhibitor base. A majority of these are the 10×10 exhibitors or the “Mom and Pops.” The cost to small business owners to market their services or products isn’t as simple as pulling out the checkbook.

Sometimes, parting with the cost of doing a trade show is an emotional decision and could be the difference of whether or not their books stay in the black.

How can we, as trade show professionals, assist beginners in navigating their way through the financial expectations of exhibiting? It’s not that trade shows can be expensive – they ARE expensive.

Trade show costs, combined with a bad economy are forcing the smaller, 10×10, first-time exhibitors to reassess their participation. Through education, the first-time exhibitor can learn what to expect and how to maximize their investment.

Show organizers and service providers can help them plot a course of action and help them to assess the value of their decision. This creates a “win-win” for everyone. Most importantly, this interaction helps us to understand exhibitors’ concerns and ensure that their investment will pay-off.

Conventions and trade shows will always be one of the most valuable marketing decisions a small company can make.

Nowhere else can small businesses meet thousands of buyers looking to spend money. The fact is, companies who continue to market themselves and their products through tough economic times are the companies that survive.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact