MH Industry’s Trade Shows – Lessons from Other Industry’s Trade Events
Tony, In a follow up to our discussion, I wanted to review a few touch points we covered regarding the NADA Convention and Expo that could be useful to the manufactured housing industry and its trade shows.
There are many obvious differences between the NADA convention and the one in Tunica or Louisville, but the concept is essentially the same, “To provide value, education, business growth opportunities (best practices) and industry harmony – one unified front to effectively deal with the challenges facing the industry.”
These can be explained in simple terms:
Creating value in a destination conference that gives both exhibitors and attendees a no-brainer decision to leave their business, invest in the cost of travel, hotels and out of office costs associated with the event, knowing they will get a return on their investment through education, best practices and the knowledge gained to improve their business and bottom line.
Bringing in experts in various specific subject matters to provide the valuable knowledge needed to compete in our ever changing business climate. Even if they come from a different industry, many businesses face very similar challenges. Those who do not evolve in this world WILL be left behind.
Business Growth Opportunity (best practices)
Contacts, product exposure, and networking are all ways to learn about best practices. What works for some businesses may very well work for another. Exchanging ideas and communicating with thought leaders also provide education and information not covered in many sessions or seminars.
By creating this overall environment it becomes easier to convey the ever changing issues facing the industry today. This continued exposure and spread of this information will get more people pushing the wagon in the same direction supporting the strength in numbers theory which is proven.
By bringing this type of value to convention/conference events is will go a long way towards moving the needle on any fence sitters who may find other reasons to either not attend or just stay for a shorter time period. There is a goal to make the event a stronger draw than the need to get back to the office a day or two earlier. If you can provide that type of value, then attendees and exhibitors will all win.
Following these concepts, we had strong growth for the convention linked below.
Tony, I have provided a pretty strong blueprint to what I feel may be some of the solutions to help improve the good things that already happen at MH Industry trade shows, to build on the foundation that is already in place. As we discussed, having education each day – not just the afternoon before the show opened – could have been a magnet for dozens if not hundreds of pros to stay longer or come on day 2 or 3 of the event.
Below is a link to the agenda schedule coming at the NADA auto dealer’s event. The education list is a long one, but worth while to review and see what is being offered. I’m in no way saying that this is what the MH industry should cover, but it does show the depth and detail in what’s being presented to an industry that just had record breaking sales in 2015. If MH wants growth records broken too, getting the best possible trade show is a piece of the puzzle for making that happen. ##
(Editor’s Note: Every year, numerous comments are given to me person-to-person by exhibitors or attendees about the Tunica and Louisville Manufactured Housing Trade Show. Some are praise, some are suggestions to improve the show and its attendance. Lenny was happy to share his thoughts publicly.
We encourage others to share their thoughtful insights or views on manufactured housing trade shows, or any other aspect of the factory-built home industry. Email firstname.lastname@example.org, with the subject line Industry Voices Guest Letter.)