Blogger: Stephanie Selesnick, President of International Trade Information, Inc.
I recently read an article that has a good lesson for successful exhibitions.
“Apple planned to launch a live TV service along with the latest iteration of Apple TV, but negotiations with content providers reportedly fell through after Eddy Cue, Apple’s senior vice president of Internet Software and Services, rubbed executives the wrong way, according to the Wall Street Journal.
“Cue apparently showed up late to negotiations with Time Warner CEO Jeff Bewkes in jeans, no socks, and a Hawaiian shirt. There were also disagreements on terms with Disney and others.” Everyone except Fox passed.
According to the story, executives summed up Cue’s negotiating style as “We’re Apple.”
Hubris is defined as excessive pride or self-confidence; arrogance.
Systemic hubris – having organization-wide arrogance or pride is something successful exhibitions in our industry should be on guard against. When a company or association has the biggest, most successful exhibition in their particular industry, and it’s sold out year after year, it’s tough to convince your team that staying humble and doubling down on customer service is key to staying Number One.
In fact, it’s more important than ever. Why? Business disruption is the norm! Your industry could become a victim of technology or the sharing economy. A show in a related industry may expand its reach into some of your more lucrative, growing segments. Or there may be things that are completely unrelated- for example, a terrorist attack, natural disaster (erupting volcanoes anyone?), or even an election.
How many of us remember COMDEX? Formerly the largest trade show in the US for many years, it was gone in three. What felled the exhibition? Primarily the dot.com bust and corporate hubris. They knew they were the best, only game in town, kept raising prices and assumed everyone would keep coming to the show. Exhibitors and visitors quickly found alternatives.
Some of the largest, most successful shows in the US concentrate on customer service to exhibitors – they look to see how they can help their clients sell more. For example, the SHOT Show and exhibition management company ConVexx recently held an Exhibitor Academy in Las Vegas – 6 months before the January show. They brought in suppliers and marketing experts to teach new and returning exhibitors how to get even more out of their exhibiting experience. By the way, this is a show that literally has more exhibitors on the waiting list than the number of exhibiting companies presently in the show. Regardless, they are never complacent about the business.
What do some other large shows do? Well the management and staff don’t care if they make a client mad or insult an attendee. They hide in their offices, locked away from the show floor and all stakeholders, unless it’s for a photo op. Customer service is a phrase no one in the organization clearly understands, as they have never been taught how to give it. They are just the best and only option and that’s how it is. Makes you wonder where they will be in three short years…
Corporate Hubris. Make sure it’s not a growing cancer within your organization.
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