Here’s something to think about: If major media outlets are in the decline stage of the product lifecycle –and they are – what will happen to the established brands that depend on mass advertising to remind consumers to repurchase? Can major brands survive as both the media and consumer markets continue to fragment?

Most expo producers market to the masses. They offer something for everyone to draw a huge turnout. If exhibitors don’t sell much even if when there is a big crowd, well it’s their own fault, right? Not necessarily. 

If you are selling vinyl siding, an expo hall filled with apartment dwellers is useless to you. If you are selling to people over age 60, having a bunch of kids helping themselves to your free candy won’t bolster your bottom line.

In other words: if the producers don’t do their jobs by bringing enough of the right type of people into the expo, having a huge crowd is beside the point. So when we tell our sponsors and exhibitors that we’ll focus on bringing people representing very specific market segments to each of our expos, you’d better believe we’ve learned how to deliver. 

Mid-America Events & Expos produces targeted expos focusing on the seniors market, healthy choosers and the home remodeling. To be successful, we must first carefully determine which categories of companies should exhibit. Because we know our markets, we have a pretty good idea about what types of companies can do well at which of our shows, and which ones won’t be a good fit.

Then we must be just as detailed about how we market the expo to the public. When we’re producing the Mid-America Remodeling & Design Expo, for example, every media outlet chosen and every interview conducted must focus on capturing the attention of homeowners who are ready to remodel. When we market the Seniors Expo and Seniors Spring Show, we stress how these shows are designed to meet the needs and desires of people in that age group.

As a result, we get fewer tire kickers. The people who attend are generally more motivated to buy what our sponsors and exhibitors are selling. We may not always have shoulder-to-shoulder crowds, but we get fewer people who are just out for a day of entertainment and have no intention of opening their wallets. 

Of course, it’s still not a slam dunk for exhibitors. They must work hard at our shows if they want to be successful. We provide them with lots of tips and ideas for maximizing their sales. Exhibitors who sit quietly at the back of their booths, talk on the phone, or leave their booths unattended, will still waste their money on exhibiting.

Exhibitors who understand the principle of targeted marketing, and who work hard during the show, are usually ecstatic because we’ve brought them face-to-face with the right people. Most of our exhibitors return year after year, so we must be helping them succeed in their businesses. That’s a great feeling. 

Since I am one of the newer publicists, I have recent experience with the training process. I wanted to share my opinions of what tools are working for me, listed below by most valuable.

1. Mentoring: I have never worked for a company that actually assigned a senior staff member to be available to newer staff members. I found this tool the most helpful. I still consult with my mentor for advice and strategies. We are both on some of the same projects which is extremely helpful when discussing pitches, media tours and market contacts.

2.Project Meetings: I really find the information in these valuable. They motivate, and provide me with new pitching angles and new product information. Most importantly they give the publicists insight into the direction the client wants to go when pitching different media markets.

3. Marketing class: This in-house class has been educational. I leave each class thinking about ways to use the practical knowledge in my pitching. Knowing all of the pieces that go into a marketeting plan helps me to organize and outline new projects.

4.Orientation: This “first impression” training was very organized and well thought out. There is so much information to cover.  The most valuable tool provided to me during orientation was the resource manual, in which I made notes and which I still refer to.   

5. Experience: This is the best teacher. This position definitely has a “just do it” component, and I have learned to think fast and be extremely creative. I also listen to other publicists and learn. 

Every day I learn a new detail that helps me in this position. That keeps it interesting and fun.�