Let's Make Face-to-Face IN Your Face!
May 31, 2013
A lot of time, voice, energy, ink and virtual storage space are used elucidating the ‘Power of Events.’ The industry – and CEIR in particular – has done an excellent job in recent years of backing this up with hard data to get marketers to understand what we collectively have to offer. We all know that most marketing text books maybe contain a page of information about tradeshows and events – and we are then forced to educate, update, and even campaign for and about the arsenal of amazing marketing and sales tools our events provide.
I say it’s time to take a different approach … more aggressive, in your face, king of the mountain, full of attitude kind of approach. It’s face-to-face IN your face!
The good folks at Exhibit Surveys recently released a host of data, published at Exhibitor Online, which contains stunning information about the buying power of tradeshow attendees. This is annual research they produce, and the numbers are trending upward. Consider:
· 84 percent of tradeshow attendees have the power to recommend or make final purchase decisions
· 38 percent of attendees to ANY event are first-timers to that event, and 30 percent are classified as regulars (being at that same event for the prior four iterations)
· 49 percent of attendees have purchase INTENT at that show
· The average show attendee spent 2.3 days (9.1 hours) ON the floor visiting exhibits
Come on people. No other sales or marketing channel will yield these opportunities in such a cost effective manner. Take these data points and craft the new elevator pitch:
“Excuse me? You are not considering tradeshows because …? I’ve got the entire industry on the floor, HALF of whom are ready to BUY, a stunning MAJORITY of which can recommend or approve that buy, almost 40 percent are NEW to the show and don’t know who the heck you are, and they will spend over two days actively engaged with the showfloor. Have you HEARD of face-to-face? Where did you go to marketing school?”
Print, direct mail, electronic media and even a carrier pigeon can’t touch this. Friends, it’s time to be incredulous … a bit angry…. teed off!
Let’s get out in front the message. We don’t need to demonstrate the power of events, we OWN that. Let’s show our clients what they are missing when they don’t participate, how they will lose sales and market share, how no one will know they exist anymore. We dominate the industries we serve. Let’s act like it.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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