by L. A. ‘Tony’ Kovach

In 2011 and 2012, we have witnessed the strong rebirth of the Louisville Manufactured Housing Show following its cancellation in 2010. We have seen the Tunica Manufactured Housing Show continue to be the industry’s leading attraction, running ahead of the total attendance of the Louisville Show. Pre-regisrations for the Louisville Show are currently running nicely ahead of 2012. So why have two other industry trade shows been suspended, when these two shows are thriving and advancing?

We could speculate on factors such as ‘the economy,’ but we would objectively need to dismiss that because two shows are successful in areas not far removed from two shows that were suspended.

We could speculate that the industry can’t support more than two trade shows right now. But that would seem to be contradicted by the fact that MHI’s annual Congress – which certainly has trade show like features, sans homes on display – has held steady in third place as a major industry event.

Currently successful trade shows with model homes share these factors:

• A strong association connection, but the show is managed by a seasoned and respected third party firm. In the case of both Louisville and Tunica, that third party firm is Show Ways Unlimited, with Dennis Hill at the helm of a team that keeps the details moving in a good direction.
• Strong appeal for attendees. At Tunica that appeal includes dozens of homes from a wide variety of manufacturers, the largest number of exhibitors, solid networking opportunities, such as their annual luncheons. At Louisville, their show has been the largest all indoor show in the country, with dozens of homes, about 80 exhibitors and a strong business building/educational seminar line up.
• Keep it Positive. Educational events need to focus on positive, business building opportunities. While regular national or state association meetings may need to brief members on legislative issues such as Dodd-Frank or SAFE Act, a trade show’s focus need to be a more positive, goal and solution oriented event that will help attendees make more money.
• Collaboration. Member manufacturers of MHARR and MHI work well side by side at these events. The same is true for exhibitors, who display not just their products and services but also respectful, positive attitudes towards their peers and attendees.
• Early in the year. Louisville and Tunica are both early enough in the year to allow retailers and communities to order inventory for their ‘selling season.’
• Strong Cross-Marketing. The use of professional internet marketing, direct mail and the individual promotions of the exhibitors all results in the ‘shopping mall’ experience where there are plenty of reasons for attendees to take note and travel to the event to compare products and services in person.
• It Pays to Attend. Whether it is educational opportunities designed to build attendees business, specials offered by manufacturers or others or the insights learned during networking with industry peers, it literally pays retailers, communities and others to attend a good show. It is worth noting that both Louisville and Tunica feature their strongest educational/business building workshops and seminar event line ups for their 2013 events.

Potential pitfalls

Personally, I liked the idea of having ‘public days’ at the two shows that have now been suspended. But public days can’t replace strong trade days for a successful show. So one possible take away is that doing public days – which ads time and costs for all involved – should only be considered when trade days are already doing well. Having successful trade and successful public days is a worthwhile goal.

Another possible lesson is that association executives have more than enough on their plates doing their day to day duties. Without professional management and promotions to run a show, adding all the duties of a trade show on top of all the other association duties is asking too much for even talented and experienced association executives.

Opportunities?

Given the fact that America needs quality affordable housing, there are no doubt opportunities in various parts of the U.S. and Canada for successful trade shows. It would be no surprise if the suspended shows may be resurrected in some form or fashion, as the Louisville Show strong return has demonstrated that it can be done.

Trade shows involve a significant investment in time and resources for those involved. That means they involve risk. But properly done, the successful manufactured housing trade shows prove that they also represent an opportunity to drive business for all involved.

Avoiding the pitfalls and focusing on the elements for success can make the investment of time, money and energy in doing trade shows a win for all involved. ##