Jeff Quade
Executive Vice President of Sales & Marketing
Jeff Quade, Executive Vice President of Sales & Marketing, is responsible for all exposition sales and national account management as well as corporate marketing activities. Fifteen of Quade's 20 years of exhibition and event experience have been at GES, holding a variety of sales and management positions in Las Vegas, Phoenix and Portland.
Quade is involved with leading industry organizations and serves on IAEM’s board of directors and educational committee. Quade received his bachelor of science degree in Industrial Management from the Oregon Institute of Technology. He and his wife Vickie are the parents of two children.
Q. I’m considering offering product pavilions at our show. What details should I take into account before making a decision? A. Answered on 10/22/2008.
According to our Executive Vice President, Industry Development, John Patronski, the first question you should ask is, "Why am I considering this project, and if I move forward, how will I measure my results?" Next, consider the following:
- Did the show attendee or the exhibiting companies request these pavilions? If so, why?
- Are product pavilions a benefit or value-add for the attendee and/or the exhibitor?
- Will this be a revenue source for the show organizer or an investment to meet the needs of the attendee and exhibiting companies, or just another expense?
- If you’re looking to do a new product pavilion, consider having the products submitted "juried" by industry professional so only "new" products are displayed.
- If your show floor is segmented into product categories, you may want to consider doing a product pavilion for each category.
- Do you have adequate staffing to add this project to your responsibilities?
- Make sure you have written rules, regulations, policies and procedures for each entry regarding what you’ll accept, not accept, etc.
- You need to consider the amount of space you’ll need for any pavilion. Size of product — will it go into a display case, sit on a pedestal, self supporting on the floor, etc.?
- Will you need additional security?
- Product shipments — do all shipments go to the warehouse, direct to the pavilion, or to the exhibitor's booth, and then delivered to the pavilion? Who pays for this shipping and on-site handling? You may want to make separate shipping labels.
- How do I measure my return on this investment of time, resources and money?
From
Brad in Orlando, FL on 8/22/2008
Q. What kind of “green” practices and products can I request from my official services contractor, and how much extra can I expect to pay for these services? A. Answered on 8/22/2008.
As the interest in eco-friendly products grows, so has the variety of green product options official services contractors offer. Some of the most common items include carpet, wastebaskets, paperless exhibitor manuals (offered online or on CD), graphic substrates/print processing and booth rental displays. The additional costs vary widely according to the type of product — anywhere from no increase to 30 percent or more than non-green products.
Recycling efforts at the show should be arranged in advance. Your official services contractor will work closely with the facility or the outside recycler firm you’ve hired to help direct all recyclable items to the correct areas for reclamation. Keep in mind that going green is a shared responsibility. Collaborate with all of your event service providers to put green event steps in place and add to it each year. Create a scorecard to measure your results, and remember there’s no finish line.
From
linda in Attleboro, MA on 6/1/2007
Q. We're a first time event. Expert words are precious to us at this stage. What would you say is the most important advice you can give us? A. Answered on 6/5/2007.
While producing events may be new to you, hopefully you’ve selected a contractor who has a wide range of experience. More than likely, your contractor produces other events in the facility where your event is being held. Take the opportunity to visit another event being held at the same venue. If at all possible, be there for a day or two of set up, show run and dismantle. Meet with your contractor, facility contacts and other key suppliers and ask them what ideas, best practices and guidance they can share with you. Tap these resources to solve a problem or prevent a problem from occurring.
While this may be your first event, the service contractors, facility and other key suppliers have a range of experience. Take the time to maximize their experience to make your event operate not like a first-time event, but one that has been executed to perfection.
From
Jennifer in Denver, CO on 11/1/2006
Q. My organization is looking into expanding its offering of different booth sizes. Currently, our smallest booth offered is a 10x10, and our largest is a 10x50. We have received interest from our exhibitors in offering a smaller booth size, such as an 8x10 to cut down on the cost of exhibiting. My question then becomes what type of pricing strategy do we take. We do not want to price it so low that our exhibitors interested in our 10x10 space all flock to the less expensive space. On the flip side, we also do not want to offer it at a price that is still unaffordable. Thanks. A. Answered on 11/1/2006.
Understanding your objective is to offer exhibit space that requires less associated expense to exhibit, I don't think offering 8' x 10' booths instead of 10' x 10' booths will meet your objective. The exhibit structure that would be used in both spaces is the same, the cost for flooring and furnishings and the amount of exhibiting personnel would not change.
You might consider a couple of alternatives to reduce expense:
1. Create a tabletop only area and allow exhibitors to only distribute brochures and display a laptop computer and limit the personnel to one person per table. Your restrictions will force the savings you’re trying to accomplish.
2. Create a new company area, some exhibitions call them start-up cities or an incubator area. A new company can exhibit in this area for a minimum of two years. You provide within that space the exhibit structure, flooring, furnishings and a set amount of material handling. The exhibiting company simply shows up and exhibits. You use this area to get new companies into the show but regulate it so that they "graduate" after two years to large exhibit spaces.
From
Josh in Columbus, OH on 10/6/2006
Q. We're considering segmenting our show floor by product category. From your perspective, what are the pros and cons? Do you have any tips for designing the floor plan? What would you recommend on site in terms of decorating? A. Answered on 10/6/2006.
When deciding whether to segment your show, study and consider the needs of the exhibitors, your industry profile and the shopping habits of the attendees. Segmentation often works well for "mega-shows," allowing attendees to target their shopping and use their time efficiently. However, in some industries, exhibitors are reluctant to be placed by their competition, and in medium to smaller events, segmenting exhibitors could discourage buyers from circulating throughout the entire exhibition.
Besides segmenting by product type, an exhibit floor can also have special sections for groups with new products, first-time exhibitors, publications, associate members and other sub-categories.
Circulation through the exhibit area will be enhanced by careful attention to directional graphics (both floor-based and overhead). Some events also use colorcoding or product symbols to help attendees navigate the exhibit. Hand-held guides with maps and exhibitor lists (which can also be sorted by product or segment), as well as "you are here" units located throughout the hall(s) will also help attendees have a successful and productive visit to your event.
Once you have determined whether segmentation will work for your event, you’ll have to consider other elements such as feature areas, anchor or bellwether exhibitors, priority point systems and logistical aspects that can impact the layout, such as columns, ceiling heights, utility access and entrance and egress points.
Legal disclaimers:
This forum is for information and discussion purposes only. It should not be used as a substitute for professional advice from business advisors who know your individual business. We do not guarantee the accuracy, reliability or completeness of any information provided by this forum.
The answers and opinions provided by this industry expert do not necessarily reflect the opinions or policies of EXPO magazine or Ascend Media LLC, nor is an endorsement of this company’s products or services implied.
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