The Exhibit Industry Council (EIC), comprised of five major tradeshow industry associations, released its latest best practices document at the HCEA Annual Meeting on Tuesday, June 28. The Validated and Meaningful Event Metrics: Best Practice Guide suggests that the U.S. tradeshow industry should adopt a tradeshow rating system, much like the one used in Europe.

The guide states that exhibitors need meaningful, independent, third-party validated marketing data to guide them as they make decisions about which events provide a sufficient return-on-investment for their marketing plan. In order to select appropriate events, exhibitors need objective marketing data that is comparable, within industry segments, from one event to another. This data helps exhibitors make informed marketing decisions while selecting the event and also informs them of anticipated outcomes based upon investment levels.

Some U.S. tradeshow companies are already on board with this latest best practices guide.

NuVista, a direct supplier of installation and dismantle labor and audio visual services for the tradeshow industry, already offers services to its clients that help them complete a cost analysis on where they are spending their event budget.

“We have to justify every dollar billed to them now mainly due to the fact that they are getting extremely vague and unpredictable pricing from their general service contractor exclusive services such as drayage, electrical, rigging and cleaning,” said Amanda Helgemoe, CEO and owner of Nuvista. “They are not getting a reasonable response from the general service contractor so they look to us to help them.”

Helgemoe believes that third-party audits would have an immediate, positive effect on the industry.

“Our exhibitors would have the knowledge they need to make intelligent decisions about which shows to attend,” said Helgemoe. “This will put exhibitors in a better position to meet their marketing and sales objectives, which will encourage them to continue exhibiting.”

Her view falls in line with the main objectives of the EIC guide, which are:
•To increase exhibitor value and improve the effectiveness of face-to-face tradeshow and convention marketing efforts, a vital component of exhibiting companies’ marketing mix.
•To advocate for the provision of meaningful and validated event metrics, which will aid in the exhibitor’s event selection and/or event investment decisions.
•To advocate for the establishment of a standard measurement index (or indices) that will enable an exhibitor to compare the prospective marketing value of one event to another.

With an industry-wide adoption of providing third-party metrics to exhibitors, the current event selection model used by most show organizers would also change.

The current model is one that requires an exhibitor reserve space at next year’s show during the current year’s event. While this process works for organizers, it would be too soon for the exhibitor to make that choice.

“Audited numbers allow us to make better decisions when making investment and selection decisions,” said Glenda Brungardt, tradeshow and event manager for Hewlett Packard. “It is not only about the size of presence but the investment in the types of other activities we would use to engage with the attendee. It also gives the show manager instant credibility with me.”

The EIC is calling for a standard measurement index that will align tradeshows and events with other marketing media. Television, radio and digital media all have these standard indices in use.

These standard indices include a Marketing Index that would reveal the marketing reach of show participation, an Exhibit Hall Traffic Index that would measure the value of exhibiting based upon total attendance and a Purchasing Power Index that would reflect attendee budgets to buy products and services.

The EIC believes that after these numbers are delivered to exhibitors, show management could change their pitch from “you’ll be conspicuous by your absence” to something more compelling like “how would like to gain access to the $50 million in purchasing power present in your product category at our show each year?”

Helgemoe also thinks exhibitors would respond to these numbers.

“I can’t imagine that they would not at least consider (exhibiting) if they could depend on a budget and depend on attendance demographics and numbers,” she said. “As a business owner, whenever I am faced with spending marketing dollars, I need answers to basic questions such as how much is it going to cost and who do I have the potential of seeing. These are questions that go unanswered at this time in our industry.”

Another key ingredient to this new, universal rating system lies in its consistency.

“Having audits in place for all shows would be assurance to us that we would have consistency in data we get from show management and then how we used that data would be consistent as well,” said Brungardt. “As for a better return-on-opportunity, having the validated information ahead of time would help us in making our participation decisions for a certain show – and the better the data – the better our ability to align our presence and this should lead to better results.”

The EIC believes that an independent, third-party show audit and rating system is going to help the financial future of the face-to-face events industry, and all interested parties should be requesting the data from show organizers. General contractors, exhibit houses, third-party contractors and exhibitors all need to take an active role in validating show outcomes.

Nuvista serviced the Wind Power show in Anaheim, CA this year. Here is some feedback from one of our customers on the level of service that they received.

Hi Jennifer,

Attached are a couple of pictures of the Acciona booth.

I just wanted to send a quick note to thank you for your help at WindPower 2011. Chris Wagoner, Darin Stowe and your whole team were so supportive and went above and beyond to make this show a success for me, my company and my customer. I am forever grateful. Darin has a true gift for setting the tone and getting things done in a calm, professional and fun way. It was a delightful experience. As Darin says… “it takes a community”!  He is a true team player.

The following came from my customer to Jeffrey Blackwell this afternoon.

“I do believe the thanks really go to Brenda and your team. The booth was absolutely wonderful, as were all the set-up logistics.
We took a real chance this year, forcing our partners in Spain to trust us with something they have never done before. And you guys hit it out of the park.

Just this morning I was in a management team meeting and the CEO made mention of how great the booth looked and most commented it was the best ever for ACCIONA.”

Thank you for making us look good and for your partnership. It was a great experience and I look forward to our next projects.

With sincere thanks,

Brenda

A federal judge Thursday threw out labor law reforms at McCormick Place that the state Legislature enacted last year after pleas from the convention industry.

The ruling by U.S. District Judge Ronald Guzman is a setback for efforts to retain McCormick Place shows and recruit new ones with promises of lower labor costs. A lawyer for a union involved in the case said it affirms that collective bargaining rights can’t be overturned by governmental edict.

Guzman told the Legislature “it had no business trying to interfere with collective bargaining,” said Marvin Gittler, an attorney representing Local 727 of the Teamsters. Gittler said the city-state agency that runs McCormick Place, the Metropolitan Pier and Exposition Authority, used the General Assembly to enforce concessions it could not get in bargaining.

Guzman held that the National Labor Relations Act pre-empts the Legislature from dictating terms for unions working at McCormick Place. His ruling let stand other aspects of the reform involving the authority, commonly called McPier because it oversees McCormick Place and Navy Pier.

Unaffected by the ruling are plans to bring the lakefront convention complex under private management and to spin off oversight of Navy Pier to a new nonprofit corporation.

Lawmakers approved the sweeping changes last May over a veto from Gov. Patrick Quinn. The politicians acted under intense pressure from business groups who argued that costs were forcing trade show sponsors to leave Chicago in favor of Las Vegas, Orlando and other cities.

Jim Reilly, the trustee that the General Assembly appointed to run McPier, said he was “greatly disturbed” by the ruling and promised an appeal. He also said the agency will ask Guzman on Monday to stay the effectiveness of his ruling.

“As all observers of the convention and trade show business are aware, the implementation of those reforms has, virtually overnight, transformed McCormick Place from a great convention and trade show facility that was rapidly losing its customer base into an industry powerhouse,” Reilly said. “Not only were out existing customers convinced to keep their events in Chicago, but new shows have been rapidly signing up, and these reforms have had a strong impact on the economy of Chicago during these difficult times.”

Several trade shows, including the International Housewares Association and the Healthcare Information and Management Systems Society, recommitted to the Chicago site, citing the reforms.

David Causton, general manager of McCormick Place, said the ruling negates three changes McPier has implemented. He said they are rules that let exhibitors set up their own booths with simple tools, pay only straight time for union help during an extended period each day, and drive small utility vehicles for convention set-ups and take-downs.

But Causton emphasized that other cost savings measures can proceed, particularly for food service and unionized electricians. McPier now lets other unionized electrical contractors compete with its in-house service, and the state law let the agency refinance its debt so it could afford to cut food prices.

“It’s a blow,” Causton said of the ruling. “We’ve been operating this way since last Aug. 1 and we’ve gotten a lot of good will and re-signed a lot of customers for future shows.”

Guzman made his ruling in combined suits brought by Local 727 and by the Chicago Regional Council of Carpenters.

The judge attacked the legislative rationale about cost control. “Despite its breadth, it’s not clear that [the reform bill] advances the state’s goal of reducing exhibitors’ costs,” he wrote.

Guzman noted that exhibitors, companies that rent space at a show to tout their wares or services, don’t pay for union work directly but are billed for it by show contractors. Without intruding on labor relations, the General Assembly could have limited contractor markups on labor or regulated the profit McPier gets from facility rentals and parking, the judge said.

Causton said exhibitors have provided “anecdotal evidence” that they are saving money. He also said McPier will soon begin audits of its shows to ensure that contractors, who are important middlemen in the industry, pass along labor savings.

In response to the ruling, Senate President John Cullerton issued a statement defending the reform. “Conventions are returning and re-upping, bringing an estimated $1 billion in consumer investment to Illinois,” he said.

Senate Minority Leader Christine Radogno said, “We are hopeful the authority wins a quick stay and that the decision is overturned on appeal. The bipartisan legislation passed by the General Assembly is critical to the viability of McCormick Place.”

Since the reform law was approved, the International Manufacturing Technology Show, which has held its trade shows at the convention center since 1947, recommitted to three more shows through 2016. Other shows that have recommitted are the American Academy of Ophthalmology; the American College of Cardiology; the Society for Neuroscience, and Lions Club International.

Contributing: Staff Reporters Dave McKinney and Sandra Guy

ORIGINAL LINK: http://www.suntimes.com/news/metro/4601181-417/federal-judge-throws-out-mcpier-labor-reforms.html

On Tuesday morning, industry professionals attending EXHIBITOR2011 at Mandalay Bay in Las Vegas were well fed, refreshed and ready to discuss the tradeshow industry’s best practices. The Exhibit Industry Council (EIC) panel discussion, which happened in conjunction with this year’s MOD11 Breakfast and Networking event, featured a group of individuals all representing different facets of the tradeshow and exhibit industry.

LINK TO ORIGINAL POST: http://exhibitcitynews.com/index.php?option=com_content&view=article&id=2037:tradeshow-measurement-main-topic-at-mod11-panel-discussion&catid=76:features&Itemid=142

Moderator Jim Wurm, executive director of the Exhibitor Appointed Contractor Association (EACA), was introduced by Don Svehla, publisher of Exhibit City News, co-sponsor of the event. Wurm started the conversation with a slideshow presentation that compiled issues and troubles the tradeshow industry is facing.

“The problems that we sometimes overlook when things are going well and everyone is busy, hit us square in the face,” said Wurm. “This will be an opportunity to discuss and develop some best practices.”

The slideshow included information about the difference and definitions of world-class customer service and third-world customer service. The main pinpoints of trouble were issues like the obvious economic downturn, the tradeshow death spiral and the flawed tradeshow model.

However, as the discussion began, the most persistent and prominent theme was the measurement of tradeshow success.

“Exhibitors need help measuring outcomes. They need help from all of us in the room,” said Wurm. “That is why the Exhibit Industry Council was formed.”

Jeff Masters, senior manager of global events at Philips Healthcare, added to Wurm’s plea for assistance by insisting that measuring tradeshows contributes to its success.

“We need to move our conversation out of costs and into contribution,” said Masters. “Some attendees will come into your booth and talk to you for ten minutes and you have no idea who those other people are who stopped into your booth for a few minutes.”

Masters went on to detail the process and use of RFID (radio-frequency identification) technology and the advantages its use has in measuring the exhibiting industry.

On the exhibitor side of the conversation, Glenda Brungardt, tradeshow and events manager at Hewlett-Packard, said her company makes the decision about appearing at shows strictly based on numbers.

“We dropped out of a large show in January based on numbers,” said Brungardt. “We did what we needed to in the meeting rooms because we needed to make the right decision and we had the data to back it.”

The president of ConvExx, a show management company, Sue Schwartz, had a different opinion on the reasons behind measuring tradeshows.

“I can’t get into the head of every exhibitor and know why they do a show,” said Schwartz. “What we have to do is find a relevant way to audit. Exhibitors vote with their feet.”

Justin Hersh, founder and CEO of Delphi Productions, a design and production firm, agreed with Schwartz’s idea that auditing the quality of people who come through tradeshows is pertinent to the success of the industry.

“If we’re going to have a vibrant and successful industry, we have to step up to that next level of awe,” said Hersh. “We need that data, perhaps more than the exhibitor does.”

However, Tradeshow Management’s president BJ Enright interjected with the idea that networking and leads are not only attained at the tradeshow.

“I might not meet all these people at the tradeshow,” said Enright. “I might meet them at a dinner, or an event, or another booth.”

Toward the end of the discussion, Amanda Helgemoe, CEO and owner of Nuvista, the tradeshow service company, summed up the information by concluding that knowledge and communication is the key to achievement

“It needs to be tied together, we have to continue to educate,” said Helgemoe. “Educate with positive reinforcement and stories.”

Jim Wurm ended the conversation nicely by adding, “Our job is to help exhibitors feel successful. We can all win. That’s why we’re here.”

As you may have heard, McCormick Place announced several initiatives undertaken by the Metropolitan Pier and Exposition Authority as Phase II of the implementation of recent legislative reforms. These changes are aimed at lowering costs and improving service for customers of McCormick Place. One of those changes is that:
McCormick Place announced the process for allowing contractors to compete to provide electrical services for events.

WHAT DOES THIS MEAN TO YOU AS AN EAC?
Well, you as an EAC can choose which electrical contractor you wish to perform the electrical work within your booth to ensure you are getting the best price and quality performance.

WHY SHOULD YOU CHOOSE EXHIBITOR AND TECHNICAL SERVICES TO PERFORM YOUR BOOTH WORK?
-OUR LABOR IS AT COST! We cannot charge anything more than that per the new legislation.
-Our trade staff has over 30 years of experience in setting up shows in our complex.
-You are familiar with our electricians as they are with you.
-Many of our electricians have been booth foremen or just lead personnel for your clients and they will still be available to you through ETS.
-Our electricians are also trained and experienced in rigging throughout the complex.
-These experienced electricians are only available to you through ETS. They cannot work for another contractor.
-We will still offer our guaranteed $VP quotes to all interested parties.
-Our inventory of motors and truss will be available for you and your clients without having to pay any freight or drayage charges.
-All ETS Staff (trades included) are extensively trained in Customer Service from an outside consultant. Staff is not allowed to work until the training has been completed and they have passed the final test.

Approximately two years ago the show electrical staff was reduced from over 100 to the finest 50. Through evaluations and customer feedback we have rebuilt this number to 200 of the most skilled and customer service oriented electricians in the industry.

Regardless of who the utility contractor is for the show, ETS is available to you to perform your booth work and provide guaranteed $VP quotes. Attached for your convenience we have added a link to copies of our utility service order form and a $VP order form. Please click on the following link: http://www.mccormickplace.com/pdf/condensed_ordering_guide.pdf .

During the 2010 EDPA ACCESS meeting Amanda Helgemoe, President of NuVista Event Services, a women owned organization specializing in event management installation and dismantle as well as audio / visual rental and services, was welcomed as a newest elected member to the EDPA’s Board of Directors with an initial 2-year term. Amanda and NuVista are very active within the exhibit industry as a supporting member of EIC, on the executive committee of EACA and members of HCEA and TSEA. She will be a welcome addition to the EDPA Board of Directors.

The Exhibit Designers and Producers Association (EDPA), founded in 1954, is an internationally recognized national trade association with more than 400 corporate members from 18 countries that are engaged in the design, manufacture, transport, installation and service of displays and exhibits primarily for the exhibition and event industry. Its purpose is to provide education, leadership and networking for the advancement of its members and the exhibition industry. The mission of the EDPA is to advance the interests of members engaged in the design, production, and service of exhibits, events and experiential environments. The success and integrity of our industry will be enhanced through advocacy, communication, education and good works.

EDPA leadership and guidance comprises of an Executive Board and a Board of Directors (a total of 24 volunteers from within the industry), one of whom is the Executive Director of the Association. Only qualified individuals who are representatives of members in good standing of EDPA are eligible for nomination. Board members are elected by the membership at large through an electronic balloting process with newly elected members being announced at EDPA’s annual ACCESS Conference and Showcase. Nominations are brought forth by the Executive Committee, contacted and vetted by the Vice President of Administration then presented on a ballot to the membership.

Jay Burkette – Expo Displays

The mission of Notre Dame School is to provide a quality education to persons with mental disabilities and to facilitate their integration into society. Each year Nuvista provides the audio/visual equipment along with production staff to assist the school with their annual fund raising evening.

Amanda,

I just wanted you to know how beautifully the AV set-up and execution for An Affair of the Heart was last Saturday.  Harvey and his crew did a flawless job – something that very few people realize because the only time people notice is when the AV is a mess.  I knew!!! and it was a great relief to have such confidence in the sound, powerpoint presentation, and and school DVD.  They even set up and took down the choir risers.

Thank you, Thank you, Thank you for this very generous gift to Notre Dame.

Kay

http://notredameschool.org/affair_of_the_heart/invitation.htm