Case Study: PRINT 09

Who: Chris Price, Vice President, Graphic Arts Show Company

What:  Print 09, global exhibition for the graphic communications industry

When: Sept. 11-16, 2009

Where: McCormick Place, Chicago

Chris Price discusses what kind of challenges he faced planning last year’s Print 09 exhibition during a down economy and shares how he altered his trade show to reflect changes in industry expectations.

Special Challenges: Attendance. We had a lot of downsizing but not a lot of cancellations. One big challenge was that exhibitors were not going to bring in a lot of equipment. At this show, people want to see running equipment and new technology. It’s not about the size of the show; it’s about the equipment.

Solutions: We started early, meeting with exhibitors. We wanted to know what more we could do to make sure we had a successful show. How could we do more for the exhibitors to reduce their expenses? Vendors were also saying they didn’t want to do so many shows; they wanted to go to one with all the key components.

Results: We took the responses we received to our board and negotiated with our show supplier. With their help, we were able to provide for all the equipment. We really put skid in the game. We had new attendees; we had very high quality people on the floor looking to purchase digital equipment. Having the equipment … the technology that attracted buyers … made business.

Advice: Ask your suppliers and your attendees what will make your show successful for them. Listen to them. Make sure the right people are coming.