We've Never Really Talked.
Okay, so we’re not exactly in a dating relationship.  We organize a trade show (the NAB Show) and you’re an exhibitor.  But it is a relationship nonetheless.  And for entities that are investing a lot in each other – both ways – I don’t think we’re spending enough time just talking. 

About what you might ask?  For starters we should be talking about whether we are both moving in the same direction.  Do we see the media marketplace evolving in the same way?  Where do we envision future growth to occur?  To do this conversation justice we both need to understand each others’ strategic objectives, present day challenges and future opportunities.  We need to dig down deep and discuss ways that we can help each other more effectively work at a base level, and WE need to communicate to you more clearly our desire to help create a customized solution for you, one that takes into consideration everything we learn from this process.  The truth is we rarely achieve that level of dialogue.  This newsletter is aimed at helping change that dynamic.

The good news is that because trade shows are a time-proven and powerful medium that deliver sales and leads efficiently, we have been succeeding – together -- despite ourselves.  The NAB Show annually drives more than $30 billion in media industry sales.  While this is pretty extraordinary, there is no guarantee that we can collectively achieve these results year-in and year-out.  The worlds of media and technology collide at an intersection where the pace of change is staggering.  And, like you, we understand that staying one step ahead of this transformation is no small challenge.  Wouldn’t it make sense to compare notes? 

Simply put, we have to get past the focus on nuts and bolts – the location of your space; the cost of the Internet drop; the length of the cab line – and raise the discussion to a new, and deeper, level.  The goal of this newsletter is to stimulate that two-way dialogue.  In each issue, we’ll talk about what’s new for the coming show; highlight marketing strategies and partnerships; share audience profile data and tips to improve your ROI; feature international delegations and their buying plans and much more.  Let us know what you are thinking; about this newsletter, about where the industry is heading, about what you need.  Share the newsletter with your senior management team.  Have them chime in.  Help us make sure we are having the right dialogue with the right people.

As one half of this relationship, we look forward to really talking.

Questions? Please send your feedback to ShowSmart@nab.org.

Exhibiting in a Down Economy
There are very few exhibitions that have not experienced at least some decline in attendance during this recession, and the NAB Show is no exception. But what is interesting is that during this recession the overall value that attendees get from exhibitions has actually increased significantly according to Exhibit Surveys' all-show industry averages (see chart). At the 2009 NAB Show the average rating for attendee value was 4.0 on a 5 point scale (5 is excellent and 1 is poor value) which is significantly above Exhibit Surveys’ all-show average of 3.7. The main reason given for the high value ratings was that the exhibit floor was less crowded and more conducive to meeting their objectives and having meaningful interaction with the exhibitors they wanted to see.

We have also learned in past as well as the current recession that our audience quality norms remain strong. For example, at the 2009 NAB Show 93% of the attendees (excluding exhibitor personnel) have either the final say, specify or recommend for purchase one or more of the products exhibited (81% is Exhibit Surveys’ all-show average).  Forty-three percent of NAB Show attendees specifically have the final say (37% is our average).  And 78% either purchased at the show or planned to purchase within 12 months following the show. This is consistent with attendee reasons for attending (72% attended to compare products for future purchase, 40% to make new purchases and/or 22% to finalize pending deals).Yes, there are fewer attendees and the total dollar volume of buying across the industry is down, but those who are looking to buy and use the show to help make their purchase decisions are still coming.

The point is that there are opportunities to accelerate the sales process even in recessionary times and as we look ahead to 2010, it is likely to be a recovery year at best.  But for exhibitors, just buying exhibit space will not guarantee success.  Exhibitors compete heavily for the time and attention of attendees and those who plan and execute effectively will have the best prospects for success.

Based on Exhibit Surveys’ performance measurement of individual exhibitors over the years, following are the key success factors which have been proven to achieve a maximum return on investment. 

Follow these basic guidelines and you will increase your prospects for success at the NAB Show.

• Pre and at-show promotion of your exhibit and what you will be exhibiting to customers and prospects.
• Focus on products/solutions that will have the highest interest to attendees, particularly if it is new.
• Use attention-getting techniques in your exhibit that selectively attract attendees with a legitimate interest in your products (e.g., product presentations and demonstrations as opposed to mass giveaways and entertainment).
• Graphics should be clear, concise and visible from the aisles.  Most important they should clearly state your generic product or solution for those who don’t know your brand.
• Active face to face engagement with attendees is ultimately what accelerates the sales process. Staff must be very knowledgeable, willing to approach visitors and there needs to be a sufficient number of staff on duty to handle all interested visitors attracted.
• Follow-up on leads.  It is the biggest complaint from attendees about exhibitors. It negatively impacts your brand if you don’t, but more importantly our research indicates lost opportunities for sales. This also emphasizes the importance of good qualification of leads at the show by exhibit staff.

Article by:  Skip Cox, President and CEO, Exhibit Surveys Inc.  Since 1963, Exhibit Surveys, Inc. has provided market research and measurement services exclusively to the trade show and events marketing industry. Exhibit Surveys was contracted by NAB to conduct a survey among attendees and exhibiting companies at the 2009 NAB Show.

The NAB Show is part of the Department of Commerce's International Buyer Program. Every year, the Commercial Service recruits more than 70 delegations through U.S. embassies abroad. Leading the 2010 Brazilian delegation will be Ebe Raso, Commercial Specialist at the U.S. Embassy in Sao Paulo, Brazil. This Q&A highlights opportunities for exhibitors looking to reach this market.

Q: How many and what types of Brazilian companies have you recruited? What kinds of products are they looking to buy?
A: The 2009 NAB Show Brazilian delegation of 200 entrepreneurs was the largest delegation ever. We're still early in the recruiting process for the 2010 show, but we are expecting good participation. Once again, our delegation will likely consist of broadcasting companies, telecom manufacturers, etc., and they will be looking for the latest technology solutions, including: Antennas for Radio and TV stations, Broadcasting automation, Cameras, Converters, Data Transmission, Digital Video, General Supplier of Equipment and Services for Cable TV, Management Software, Microphones, Microwave Systems, Monitors, Editing Systems, Professional Lighting, Reception and Transmission Equipment, and Satellite Operators among others.

Q:  What makes Brazil a good market for U.S. companies looking to do business?
A: The broadcasting industry is very strong in Brazil because free-on-the-air TV has access to 98% of the Brazilian households. Also, TV networks in the Brazilian market are content producers and are always seeking state-of-the-art products for journalism, films, videos and soap operas.  Independent production is also in high demand but the quality of the product needs to be extremely good. This means that the local companies need to always have the best products to sell high quality programs, films and advertising to local and global markets.

Q:  What are some challenges associated with selling to this market?
A: Customs regulations are often a problem for companies that want to sell in the Brazilian market.  U.S. companies will need to hire a law firm, find local distributors, and have close contact with customs brokers to understand this market; when this homework is done, the potential is huge. More

Q:  Do U.S. audio-visual and broadcasting products have any type of competitive edge over products from other countries?   What perceptions do your delegation members have about these types of products from the U.S.?
A: The U.S. offers high-quality broadcasting products that are in high demand in the Brazilian market; thus the perception is that U.S. audio-visual and broadcasting products are top-of-the line.

Q:  What are some tips for U.S. businesses looking to do business in Brazil? 
A: Brazil’s business culture is largely based upon personal relationships. Companies will need a strong presence and must invest time in developing relationships in Brazil. It is recommended that U.S. companies visit Brazil to meet one-on-one with potential partners.  One of the best ways to enter the Brazilian market is by attending a local trade show or using CS Brazil’s Gold Key Service. CS Brazil also provides business counseling and organized meetings with potential buyers through a GKS or during a trade show.

Although some companies import directly from foreign manufacturers without local representation, in most cases the presence of a local agent or distributor can be very helpful. As in other countries, the selection of an agent requires careful consideration. Because of regional economic disparities, varying states of infrastructure, and a host of other issues, it is often difficult to find one distributor that has complete national coverage.

Lawyers recommend that exporters and representatives have a written agreement to help exporters limit liability for product defects, protect a trademark, better ensure payments, and define warranty terms. Clauses related to exclusivity and performance targets may be included within the agreement.

CS Brazil strongly suggests that U.S. companies consult with a Brazilian law firm before signing any agreement to avoid future legal problems.

Q:  What are some benefits to U.S. businesses and foreign buyers in having your delegation at the show?
A: All the participants are looking for new products / technologies, and the NAB Show is the best place to see what is coming up for the sector.  The U.S. companies may do direct sales at the show or establish an initial contact with members of the delegation. As I mentioned previously, eye contact a big plus when doing business with Brazil.

Q:   Can you provide some contact information and resources for U.S. companies who want to learn more about market opportunities in this sector?
A: CS Brazil is the best way for companies trying to enter the Brazilian market. We have commercial specialists in different offices to help U.S. companies get started in exporting or increase sales to new global markets.   A list of our offices and sector specific contacts for Brazil can be found at www.buyusa.gov/brazil

For NAB Show and trade shows related to the Telecommunications, Broadcasting, Internet and E-Commerce industries in Brazil, please contact:  Ebe Raso, Senior Commercial Specialist – ebe.raso@mail.doc.gov

Q:  What other services does the U.S. Commercial Service offer U.S. companies and foreign buyers?
A: CS Brazil publishes a substantial body of market research that is available free of charge to US companies. For starters, we suggest that you look at our Country Commercial Guide (CCG) in the webpage mentioned above. The CCG highlights what we consider to be top prospects for US exporters. In addition, the Market Intelligence section of our website is a good start for free CS Market Research, not only for Brazil, but for over 70 other countries. We also provide customized answers to inquiries about the Brazilian market and its receptivity to U.S. products and services. All the services we provide can be found in our website - www.buyusa.gov/brazil

The U.S. Commercial Service, the trade promotion unit of Commerce’s International Trade Administration (ITA), has a network of offices in more than 100 U.S. cities and in American embassies and consulates in nearly 80 countries. Last year, the U.S. Commercial Service helped facilitate more than 12,000 export successes worth nearly $70 billion in sales, supporting jobs across the country.

Getting involved in Social Media can be intimidating.  So much so that you might not know where to begin.  Here, we’ll uncover some of the myths and truths about today’s hottest marketing medium.

Myth: Build it and they will come.
Truth: Success in social media requires relationship building and time!

In the early days of the Internet, companies created billboards or websites in cyberspace. Unfortunately, these same companies thought that customers and prospects would flock to the websites. Many learned the hard lesson that 'build it and they will come' doesn't play well on the Internet. The same philosophy holds true for social networking communities like Facebook, LinkedIn and Twitter. Outreach to similar groups, joining online conversations, and offering value to participants are some of the ways that you can drive traffic. 

Building relationships takes time! Content and conversation help to establish a sense of community. Relationships are built by listening; this is especially true in social networking. Finding the right attendees to build relationships with also helps to drive traffic. The Internet's golden rule is to give, then take. Offer information, add to the conversation, or help someone before making the ask!

Consumers have choices of established and newer brands to reward with their loyalty. Those companies that offer real value- a reason to visit and return- will do well. Through social networking efforts, you can build a community of loyal prospects and attendees!

In the next issue...
Myth: Social media is Facebook and Twitter
Truth: Social media is web forums, e-mail lists, video, photo sharing, wikis, social networking and social bookmarking.

Article by: Mitch Arnowitz, Managing Director, Tuvel Communications
Tuvel Communications is an online communications firm that helps clients reach and engage customers by tapping into the power of the Internet.  Tuvel was contracted by NAB in 2009 to engage the production/post community and drive attendance to the NAB Show.  In 2010, our plans include the broadband and broadcast communities as well as inviting participation from our exhibiting companies.  For more information, contact Jessica Sheridan at jsheridan@nab.org.

Join us on     

This new exhibit area focuses on broadband-enabled TVs, online video, mobile broadband networks, platforms, set-top boxes, gaming, IP, streaming, advertising, monetization and the mavericks driving today's media. Destination Broadband features three unique pavilion areas with turn-key exhibiting options available!

Broadband Lifestyles
Attendees will feel right at home as they test-drive the newest consumer broadband technologies, like VOD, set-top boxes, gaming, and more — in a real living room ambience.
Mobile Solutions
Broadband is everywhere — and so are the opportunities to advertise and monetize content. Find your partners for your mobile broadband enterprise at this dedicated pavilion.
Broadband Innovations
The power behind broadband resides here. Content Delivery Networks and Multi-platform Delivery Services, Ad Serving Platforms and Online Video Advertising — the keys to making it work and making it pay. More

The finale festival of the 2009 48 Hour Film Project competition will be at the NAB Show, April 10-12. The 48 Hour Film Project's mission is to advance filmmaking and promote filmmakers. Through its Filmapalooza festival and competition, the Project encourages filmmakers and would-be filmmakers to get out there and make movies. The tight deadline of 48 hours puts the focus squarely on the filmmakers—emphasizing creativity and teamwork skills. While the time limit places an unusual restriction on the filmmakers, it is also liberating by putting an emphasis on "doing" instead of "talking." In 2008, some 30,000 filmmakers made films in 70 cities around the world. More

Exhibit Halls Reorganized! Attendees can now experience the NAB Show exhibits with greater efficiency as we have consolidated each product category into one hall.  Please note these new locations:

North Hall	Management & Systems (all in one hall)
Central Hall	Acquisition & Production (all in one hall), Pro Audio, Radio
South Lower Hall	Display Systems, Post-Production
South Upper Hall	Destination Broadband, Content Central, Distribution & Delivery (all in one hall)
Outdoors	Outdoor Media & Equipment