President's Notes:

What a year of change 2010 has been.  The exhibit and event industry has seen many changes with the move toward more understanding and transparency between trade show and event partners, the governmental intervention in Chicago, and the sluggish economic rebound. But it's the increasing effects of social media on marketing and the impact it can have on our industry that I want to address.

While I utilize some types of social media, I also see areas where it can be harmful to our industry (face-to-face marketing) and harmful to people's individual well being.  I realize this seems harsh, but hear me out.  As a society, and as an industry, we have become enthralled with new aspects of social media websites and all of the "networking" opportunities that they can provide.  This has led us to be more physically distant from each other.  Dr. John Cacioppo of the University of Chicago is coauthor of Loneliness:Human Nature and the Need for Social Connection.  In the book, he discusses how some forms of communication have isolated us and removed face-to-face contact, thus causing a 15% increase in the number of "lonely" Americans in the last decade.

I believe this holds true in business as well as in our personal lives.  We take the quick and easy way out and don't take the time to interact the way we used to with business contacts. Gone are the days of really getting to know the people you do business with; and in my opinion, that is a shame.  When we put face-to-face socializing and marketing at the end of our to-do list, we lose the personal touch that distinguishes us from others.  The internet may sound like the perfect way to stay connected with business friends and personal ones, but Facebook is no substitute for face time.  We've been treating social media as a replacement for making personal connections instead of using it as a supplement for making connections stronger.

Exhibitions and trade shows still pack a punch for getting the marketing word delivered: properly, personally, and with the increased opportunity for a long term relationship with a new business partner, vendor, or resource.  Their ROI and ROE beat all other forms of the marketing mix, including social media, when it comes to making beneficial contacts and real sales.  Sure, Facebook, Linked In, and Twitter are great for getting a big announcement out to the masses.  But relying on these forms of communication as your sole link to your customers is like collecting a hundred great leads at a show and then throwing them in the trash can.  Without thoughtful, personal, face-to-face follow-up, that initial contact becomes meaningless.

My advice to you: Don't let all the new "social" media forms take over the driver's seat and push face-to-face marketing to the back of the bus.

John Rose

When Disaster Strikes!

Even with the best planning, eventually we all will have to deal with damage to a booth, graphics, or product at a show.  Sydney Williams recently managed a damage claim for one of her clients and has these tips to share.