9 Key Considerations for Executing Trade Shows in Secondary Markets
Posted on October 7, 2024
Introduction
Executing a successful trade show in secondary markets presents a unique opportunity to build local relationships while leveraging global perspectives. Unlike major metropolitan areas, secondary markets like our hometown of Vancouver offer a distinctive blend of project requirements and meaningful advantages for exhibitors and visitors (It’s true, while Van is a sweet metropolis nestled between the ocean and the mountains, it is not considered one of the big dogs). Secondary markets often have less extensive infrastructure and resources than typically found in larger cities, but they provide a more intimate setting that can lead to deeper connections and higher ROI.
The key to success in these markets lies in understanding and utilizing local expertise while integrating broader industry insights. This approach enhances the attendee experience and ensures that the execution of local projects runs smoothly and meets global standards. For businesses aiming to make a significant impact, it’s essential to navigate logistical, cultural, and operational nuances carefully.
In this post, we’ll explore ten key considerations for executing a successful trade show in any secondary market. These insights, drawn from extensive experience, are designed to help you leverage the unique strengths of smaller markets while effectively managing their inherent challenges.
What’s A Secondary Market?
Great question!
Primary trade show markets are major metropolitan areas known for their extensive infrastructure, large venues, and a wide range of amenities that cater to significant international events. Cities like New York, Orlando, Toronto, Chicago, Las Vegas, and London are considered primary markets because they have well-established reputations for hosting large-scale trade shows, conventions, and exhibitions.
These cities offer a vast network of partners and suppliers, robust transportation options, and a high concentration of potential attendees and industry professionals. In contrast, secondary trade show markets are typically smaller cities that, while still equipped with the necessary facilities and amenities, operate on a more modest scale. Examples include cities like Vancouver, Austin, Cleveland, Calgary, and Munich.
Secondary markets often provide a more intimate and frequently cost-effective setting, which can lead to higher ROI for exhibitors. Secondary markets also offer unique local insights and opportunities for deeper engagement with attendees, though they may present challenges such as limited supplier options and logistical constraints.
Which brings us to the topic at hand. When executing an exhibition appearance in a smaller market, here are some things to keep in mind.
1. Understand Local Supply Chains:
Secondary markets often have a smaller number of suppliers for trade show build and finish materials.
Identifying and building relationships with local vendors early is crucial. In Vancouver, for example, we rely on long-standing relationships across a broad range of industries in order to meet our building and mechanical supply needs, ensuring we have the necessary materials, however the earlier the process starts, the more likely it is that we can secure the exact specced materials from other markets. According to a study by the Center for Exhibition Industry Research, 75% of exhibitors report that local vendor relationships significantly impact the success of their trade show participation. We concur.
2. Collaborate with Local Experts:
Partnering with local experts (we know a few!) can provide invaluable insights into the market.
They can help navigate local regulations, cultural nuances, and logistical challenges, ensuring a smoother execution of your project. For instance, in Vancouver and Calgary, we have teams of local specialists who intimately understand each city’s unique regulatory landscape, helping us avoid potential pitfalls.
Maximizing the use of local resources and talent supports the local economy and can lead to unique, innovative solutions that enhance your project. Local partners often have valuable insights and connections that can streamline the process. A report by the Trade Show News Network found that leveraging local resources can reduce project costs by up to 20% while enhancing the authenticity and impact of the exhibit.
3. Focus on Logistics:
Smaller markets may lack the logistical infrastructure of larger cities. Anticipate potential delays and limitations in transportation and storage. Ensure that all materials and components are accounted for well in advance of the event and shipped as early as possible. Effective logistics planning can reduce costs by up to 30% and improve event efficiency significantly.
4. Manage Client Expectations:
This one’s for agencies managing projects on behalf of a third party, take heed: clients accustomed to large market capabilities may have high expectations.
Clearly communicate what is feasible within the constraints of the secondary market and work with local partners to offer creative solutions that bridge the gaps. Setting realistic expectations upfront helps avoid misunderstandings and ensures client satisfaction. According to a survey by MarketingProfs, 68% of clients report higher satisfaction when project limitations and possibilities are clearly communicated from the outset.
5. Focus on Local Flavor:
Tailoring your approach to the specific market can make a significant impact.
Custom solutions can elevate the overall look and feel of your booth, even when it’s not exactly the same solution applied in primary markets. Research from Exhibitor Magazine shows that personalized exhibits increase visitor engagement by 60%, and working in smaller markets creates a great opportunity to incorporate a local flavor.
6. Prepare for Technological Challenges:
Ensure you have the necessary technological infrastructure.
Secondary markets may have different standards and availability of AV equipment, HVAC systems, and other technical needs. Plan for potential adaptations or workarounds to ensure everything runs smoothly. “Investing in the right technology and planning for contingencies can prevent up to 70% of potential technical issues during an event,” states a report by Event Tech Brief.
7. Maintain High Standards:
Uphold the same high standards of quality and craftsmanship, even in smaller markets.
This consistency ensures that your brand maintains its reputation, regardless of location, and delivers an exceptional experience for your clients. As noted by the Global Association of the Exhibition Industry, maintaining high standards is critical to brand trust and loyalty, which can drive repeat business.
8. Be Flexible and Adaptable:
Flexibility is crucial when working in secondary markets.
Be prepared to adjust plans and find alternative solutions on the fly. Adaptability can be the key to overcoming unexpected challenges and ensuring the success of your project. “The ability to pivot quickly in response to unforeseen challenges is a hallmark of successful trade show management,” says Laura Johnson, an event planning consultant.
9. Celebrate and Learn from Successes:
After the event, take time to reflect on what worked well and what could be improved.
According to a study by the Harvard Business Review, organizations that systematically review and learn from their projects see a 23% increase in future project success rates. Gather feedback from guests and team members to continually refine your approach for future projects. Celebrating successes and learning from each experience helps build a stronger foundation for future endeavors.
Takeaways…
Executing a trade show in a secondary market like Vancouver and Calgary requires careful planning, creativity, and adaptability. By understanding and addressing the unique challenges these markets present, you can achieve exceptional results and build strong local partnerships.
For a great example of this formula at work, take a look at Sequoia’s experience with Cheniere at LNG 2023. It’s experiences like this that equip us with valuable insights that we continue to apply to our projects, ensuring success for our clients in any market (the big markets are much easier 🙂).
Looking for support in Vancouver or Calgary? Have a show coming up in a major market? Give us a call! We’d be happy to swap stories and share what we can about winning on and off the trade show floor!