The following Case Study is presented as an example of an event that is putting Best Practices to work for their exhibitors, and themselves.
Name of Event: American Academy of Pediatrics
Brief History: 300 exhibiting companies, 70,000 nsf of exhibit space
Description of Issue or Concern: In 2003, the high cost of exhibiting and low attendee satisfaction rates threatened the future of the show.
Details of Solution provided:
- Implemented TL Operational Cost Analysis where AAP was able to create an active spreadsheet that itemized the actual costs of every service on its show floor, including its show management materials and services costs (reg desk, signage, aisle carpet, etc.).
- Planned and budgeted show management services knowing real costs.
- Participated in setting all exhibitor service rates.
- Reduced drayage rates, simplified to just two rates: advance receiving and direct to show floor. Eliminated overtime, etc.
- Implemented online service kit with true one-stop shopping. Exhibitors utilized a single checklist and paid for services with a single credit card transaction. All disbursement of information and payment was handled on the back end invisible to exhibitors.
- Exhibitors were provided with a single customer service rep who assisted with services and made suggestions to help exhibitors set objectives and take advantage of marketing opportunities.
Results/Future prospects for event:
- Exhibitor material handling reduced by 25%
- Exhibitor satisfaction rates have increased by 50%
- The show has continued to be profitable for AAP.
Provided by TradeshowLogistics
