Trade Show
What ATA Show Exhibitors Do Right According to Attendees
Take note if you’re exhibiting at the 2024 ATA Show. Here’s what attendees expect from your booth and sales reps.
Photo Credit: ATA
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Author: Cassie Gasaway
The 2024 ATA Show is less than two months away, so attendees and exhibitors are planning their trip and making arrangements to ensure their ATA Show experience is profitable and productive.
If you’re an exhibitor, knowing what members expect from your booth and sales reps would be helpful. If you haven’t researched to get answers, we’ve got you covered. The ATA spoke to four ATA members to get the facts on what they consider enticing, beneficial, tacky and otherwise regarding ATA Show exhibitors and their booths.
Our sources include:
- Victoria Struemph, business manager for 54 Archery in Jefferson City, Missouri
- Christi Wilson, owner of Cabots Archery LLC in Sarver, Pennsylvania
- Orvie Cantrell, owner of Big O’s Archery in Sherman, Texas
- Mark Wannemuehler, owner of Arrows in the Square in Holman, Wisconsin
Cantrell and Wannemuehler have attended the ATA Show for over 20 years. Meanwhile, 54 Archery team members have attended since 2014, and the Cabot Archery team for the past four years. Each ATA member shared helpful insights into what ATA Show exhibitors can do to capture their attention and make their Show experience worthwhile.
Attendees enjoy booths that offer giveaways. Photo Credit: ATA
Top Five Booth Attributes
Collectively, our sources said they’re lured to a booth if the exhibitor:
1. introduces a new product;
2. has a giveaway;
3. has an ATA Show deal or special price;
4. has a variety of products on display;
5. and has enough staff and reps, so they’re not stuck waiting.
Trailing closely behind is having an organized, well-lit booth with seating and ample space to move around. Attendees avoid cluttered booths where they’re constantly bumping into people or displays. They agree it’s nice to sit when they’re writing orders or reviewing a catalog.
To help exhibitors attract attendees to their booth, the ATA has exceptional promotion opportunities for exhibitors.
- New Product Launch Showcase: If you’re launching a new product at the Show, submit it to the New Product Launch Showcase for free for additional exposure.
- Big Buck Tags: Buy a Big Buck Tags coupon at $150 for one or $250 for two to feature an ATA Show special or giveaway. Every retailer account gets a coupon book at Retailer Pick-up near main registration.
- Super Deal Pass: New for the 2024 Show! The ATA is giving every retailer account one Super Deal Pass worth $150 to redeem with a participating exhibitor. Exhibitors must determine their Super Deal offer and promote it during the Show. At the end of the Show, exhibitors can redeem every Super Deal Pass they receive for $150 through the ATA. There is no cost to the exhibitor and no need to opt-in to the promotion.
Retailers want to speak to and interact with the sales reps and inspect the product for themselves. Photo Credit: ATA
Interaction Expectations
Attendees want to be acknowledged. They also want exhibitors to be knowledgeable, genuinely helpful and focused on the conversation.
- Wannemuehler: “Upon entering a booth, I expect a rep to show me a reason to stay and see what he has to offer.”
- Struemph: “I expect to be greeted and asked what products I’m interested in, as well as have the option to view new items and possibly trial them.”
- Wilson: “We’re especially grateful to the vendors that are open and welcoming to newer retailers and who take the time to help us determine what we should order and stock. We also expect personnel to be knowledgeable of new products and to take the time to explain their line and give us advice on how to sell those products in our shop.”
- Cantrell: “It is important to me to meet face to face with the manufacturers personnel I do business with over the phone most of the year.”
To help impress attendees, exhibitors should train booth staff before the Show to ensure everyone knows the products and ordering procedures well enough to answer questions and close the sale. Sending attendees your booth information, Show special teasers and other sneak peek information before January is a great way to entice them to your booth. Remember, as a membership benefit, you have access to the ATA membership directory to connect with attendees before the Show.
Hold your new bow releases until the Show and enter them into the New Product Launch Showcase. Retailers enjoy being the first to see the new bow at the Show. Photo Credit: ATA
Do This, Not That
1. Launch Your New Product at the Show, Not Before
“Previously, we always liked the introduction of new bows that were dropped at the ATA Show,” Struemph said. “It gave retailers an edge to see the products first and lay hands on it before it was introduced to consumers. It also gave a great reason to go to the ATA Show yearly.” Wannemuehler agrees. “I wish bow manufacturers would hold off until January for release of new model bows,” he said.
2. Show Up for Your Clients, Don’t Skip It
“We wish that the exhibitors that have opted out for the last couple of years would reconsider,” Wilson said. “This Show is the only time that new or smaller retailers get the opportunity for face-to-face time with the vendors, and it’s disappointing to miss that experience. (Presence at the ATA Show) does influence who we ultimately choose to do business with.”
3. Have Hard-Copy Materials Available but Only to Buyers
“A hard-copy catalog and price list is important to me,” Cantrell said. “Flash drives are fine when I’m back at the store at my desk, but (they’re) very difficult to use while walking the Show. Order forms with item numbers and prices are very helpful. I prefer it when exhibitors don’t leave the price list out for nonbuyers.”
Reserve Your Booth; Secure a Show Promotion
To reserve booth space at the 2024 Show in St. Louis, Jan. 11-13, and to discuss Show promotion options and opportunities, please contact Eric Dobberfuhl, ATA’s sales manager, at ericdobberfuhl@archerytrade.org or (507) 233-8142.
We’ll see you in St. Louis!
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