One vehicle to achieve outstanding success is found in your working relationship with the show manager.

Stephen Hacker, president of the International Association of Exhibits and Events states "The show manager should be a facilitator, not a realtor.” But making the transition for many has been slow and painful.

All companies whether they sell products or services know that customer loyalty is earned. It comes with time, energy and resources. As an exhibitor you are the show manager’s customer and through your relationship you can glean many ideas. Yet, traditionally exhibitors have shied away from revealing too much to their show manager. Perhaps it is a lack of understanding of the show management’s role or a general mistrust.

During the past decade, show mangers have developed a new level of professionalism. Such professional accreditation as CEM (Certified in Exhibition Management) which is offered by the IAEE as well as dedicated programs offered by many colleges and universities are responsible for this new breed of show managers.

What does this mean to exhibitors? When you have a show manager who understands the long-term implications of running their shows and fairs and having solid relationships with their exhibitors then the opportunities for you are immense. .

As an exhibitor, here are some of the things you should expect from your show manager:

1) Exhibit tools and technologies

Your show manager should be prepared to help you get a positive return on your investment with such tools as a show lead retrieval system, access to marketing resources such as media lists, pre-registration names and co-op advertising opportunities and successful exhibitor tips.

2) Honest advice on the appropriateness of investing in the show

Not all shows offer equal opportunities. Some are more appropriate for your objectives than others. Prior to sending a deposit you should have a conversation with the show manager to discuss your objectives. You should expect honest feedback on whether the show is the right one for you.

3) A road map through the myriad of rules and regulations

Although show managers make this information available, rarely will an exhibitor take the time to thoroughly understand the rules and restrictions of a show and the facility. Throwing up their hands, show managers may say, “Exhibitors don’t read all the stuff I send,” and leave it at that. Be proactive and work with your show manager or volunteer for a show committee to develop ways of disseminating information that will be read and understood by all exhibitors.

4) Feedback on your performance

Ask the show manager to visit your booth during the show to give you feedback on your performance such as how you compare to the competition, what you could do to improve and how effective were you booth staff. Ask the show manager to report back to you after the show so you can incorporate their comments into your future plans.

5) Networking opportunities with other exhibitors, association representatives, delegates and the media.

There is more to a show than what can be accomplished at your booth. Your show manager should help facilitate your need to meet as many people at the show as possible. Ask if the show manager is using any networking software to match delegates and exhibitors. Work closely with your show manager to find ways of extending your reach throughout the show

It’s no longer a we and them scenario at trade shows. In order for everyone to win both sides need to make the effort to let each other know what they need and to creatively find solutions so that they both succeed.