We caught up with Ron recently to talk tradeshows, the role of tradeshows today, how companies can improve their productivity in tradeshow participation, and what the future holds for the industry.
TabletopJournal: What inspired you originally to get into the events and tradeshow management industry?
Ron Mathews: Like many of us we tend to fall into an industry or job role and fast forward 20 years down the line we have made a career of it. I was very lucky to have some experience in the foodservice industry with a local dairy distributor and a cutlery company, which paved a great foundation for organizing events serving the Restaurant Industry. What initially interested me and still does was the ability to connect and learn from so many people in the industries we serve. There are so many unique stories out there of company founders that had an idea and took the chances to put it into action or trendsetters who decided to take the road less traveled to heightened levels of success. One pattern that always seemed to reign true was the passion behind these individuals to have a vision, execute, learn, adjust and keep going until they made it successful.
TJ: As an experienced expert in the management of tradeshows, how is the role of trade shows within the hospitality industry changing?
RM: Seeing so much vendor consolidation and supply chain shifting over the past 15 years, participation in industry trade shows has become even more important to develop a face-to-face connection with customers and prospects. The hospitality business is a people business, connecting, serving, experience creating and entertaining. The best suppliers understand that they need to play the game of hospitality by creating 1-to-1 experiences with potential buyers that can become a strong genuine business relationship. Trade shows provide the interaction necessary to “create opportunity” between the suppliers and the operators. I put quotes on “CREATE” because in the hospitality business you are average when you are taking orders and your exceptional when you are developing positive experiences. You can apply that statement to a Restaurant Operator serving a consumer or a Supplier serving an Operator.
TJ: In these days of digital marketing, what are the new rules of tradeshow marketing? Are there new rules also for exhibitors at tradeshows?
RM: There are so many ways to market, advertise or structure your sales planning. Digital marketing can be a huge brand enhancing initiative when strategically added to an annual plan of marketing and events. Digital marketing can create brand awareness in a very cost effective manner when it’s done consistently and timed around trade events. Developing more brand recognition moments through digital advertising can add a level of comfort to potential buyers initial opinions, imply leadership (even for new brands), and deliver that magical number of multiple impressions needed before connecting with the conscious and subconscious mind.
TJ: What advice would you give to a hospitality industry startup company who might be considering exhibiting at a tradeshow for the first time?
RM: Don’t wing it! Do your research to uncover which industry events have the right buyers that you are looking to get in front of. Ask for real examples of who you might be able to meet while exhibiting so you can plan some pre-show marketing and advertising to lure them to your booth. Review, which other exhibitors are participating, and are they targeting the same type buyers that you are targeting? Start planning early to gain the best rates from vendors and the services you may need (lead retrieval, electric, furnishings, internet, etc.) Have goals: How many leads do you want to gain? Who are the BEST prospects and how can you handle them differently? How many appointments do you want to have going into the show? How many current customers can you invite and set an appointment with? What results would be amazing? (Now work backwards on efforts that support that result). I can go on forever with this question- the point is PLAN! Ps. Please don’t get too caught up on small costs- get caught up on BIG results!
TJ: Any thoughts on what long-term industry participants can do to re-invigorate their tradeshow exhibiting?
RM: From a booth perspective large well known companies can figure out a way to create an experience for everyone while maintaining congruency with their brand. What that is will be different for everyone- If your brand position is that your plate WON’T break- maybe a dish toss event is the way to go (tacky but it could be effective)- If your brand is the highest of quality for the best restaurants then consider designing your space in the vein of the best recognized “quality” restaurant you serve (and why not turn it into a contest getting attendees to guess which of ten restaurants it is/ maybe your 10 best customers restaurant names)? With this idea you’ve just subliminally shared 10 quality restaurant names that use your products.
One additional point for new and even more for established brands. Demand and hold staff accountable for the absolute best representation of your brand. Tell them exactly what you expect and how you will measure them before, during and after the event. I stayed at the Ritz-Carlton Amelia Island FL for an FRLA event a few years ago and you could NOT walk by a staff member without being pleasantly addressed (good morning, good afternoon, etc.). What if your staff delivered hospitality at that level at your next trade show?
TJ: Now that you’re a free-agent, what would you like the future to hold for yourself?
RM: Although it may sound a bit cliché my next venture needs to include an opportunity to make a difference for an organization, industry, association or sector. I have had the pleasure of working with and learning from great leaders in the Events industry, the Restaurant industry and the Association world. Having the perspective I have gained from all these experts has allowed my excellent staff and I to develop impactful events, features and campaigns over the years that I am very proud of. I am currently working on a few projects related to the restaurant industry and some connected to the trade show and events industry so the creativity and business progress continues to flow!
