Today I was thinking about the criteria used by the organizers while selecting the right buyers they would prefer to host in occasion of the next tradeshows, exhibitions and workshops they organize for our industry.
When you apply to be hosted you fill in a form where they ask you to write detailed information about at least 3 past events you organized and usually at least 3 future events you are going to organize in the near future.
They ask you what are your partners in managing the event, what is the venue, what is the dimension of the event in terms of number of participants and so on.
Then, in order to evaluate your ranking, they check your references calling the venues you should have booked, calling the partners you mentioned in your form and in a very efficient way they examine if you are an “honest real buyer” who deserve to be hosted or if you are a “buyer by profession” meaning with this second definition those who made of being a hosted buyer their main job.
Now comes my unsolved question: who is the real buyer who deserves to be hosted?
…and most of all what are the criteria used by the companies that organize this tradeshows and workshops to select you as a good buyer?
I had the impression, and I kindly ask you to let me know if I am wrong, that the main criteria that is used to select buyers is “if and how many” rooms you book directly.
Yes, in the meeting industry you might be ranked as a good buyer according with the number of rooms you book.
On one hand I was thinking and thinking and thinking again about travel agencies and their role and on the other hand I was analyzing the role I chose to have as an event strategist.
What I mainly do is sitting at a table, together with meeting owners and sometime (luckily) with other colleagues (meeting organizers as well) and, once fixed the objectives of the meeting, conference, congress or what else, together WE write the program, WE decide the requirements of the destination and the venue and than WE choose where the meeting will take place.
I don’t want to annoy you describing all the other steps of the process; I just want you to consider the fact that the client could often be an association or a big company.
These organizations usually have many staff members ready to accomplish these logistical tasks (and sometime they prefer to go this way for accountancy reasons).
OK… so in this case, even if I am strategically able to influencing the decisions of the meeting owner, or better taking, together with the client/colleague, the final decision about the destination and the hotel/venue, I do not result to be a good buyer to host.
Another example is about technological exhibitors.
They are more and more present with booths and often active in sponsoring educational activities in tradeshows…
I made of the innovation one of the strong points of my company expertise, I am able to design and create something different for your event by mixing new technologies with interactive and engaging methodologies.
But this way, if the criteria are the ones mentioned above, I should result a bad buyer to host because I book new tech services instead of rooms.
Our industry is changing, our meetings and events are changing shape, should we maybe start thinking about changing selection criteria for buyers?