Expo Evolution: Don’t be Afraid of Change

We recently read an article written by Samantha Whitehorne with Associations Now that described how the Associated General Contractor’s of America turned their tradeshow on its head in a radical move that would either make or break the event.

AGC’s Chief Marketing Strategist Jeff Wilson and Patrick Wilson, president of The Profitable Association, Inc., shared the turnaround story earlier this month at ASAE’s 2013 Annual Meeting & Expo. Whithorne extracts three lessons:

1. Set goals for change, but know your limits.
2. Don’t be afraid to change again.
3. Create an expo brand.

This is a great example of how sometimes you need a little courage, a little faith and a brilliant idea to take a dying show to a thriving show.

AGC’s idea took a second look at their venue in Palm Springs and their 55+, male audience, recreating the format to one that fit both. A golf-inspired expo called “Back in the Swing” strategically put vendors on an 18-hold miniature golf course with sponsors at each hole. They also provided additional larger opportunities for those vendors who wanted more engagement with attendees. Brilliant! And the idea paid off. The AGC exceeded its revenue goal by more than $50,000.

So, if you find yourself in this boat with your current tradeshow, take a few minutes to read the full article. If you’ve recently made extreme changes to your tradeshow, please share what you did here.