Genealogy Conferences – Selling the Goods

conference

[This is the third in a week-long series of posts on genealogy conferences entitled Genealogy Conferences - The Magic Recipe]

I’ll be upfront before I start this discussion: I’ve never purchased exhibit space at a genealogy conference although I’ve often considered doing so. My only perspective of vendors at genealogy conferences is from the other end of the table, as a consumer or a potential consumer.

However, because I’ve been involved with so many aspects of genealogy events and conferences, I think I have a good grasp of the basic issues and facts involved with being a vendor in an exhibit hall at such events.

Exhibit Booths are a Gamble

If you’ve never rented exhibit hall space, you need to learn the ropes.  For some conferences, the space and the best spots sell out fast, and sometimes a year in advance. You also need to estimate how much inventory you’ll need, how to ship it to the event, etc. You then need to figure out your break even point in terms of sales.

And don’t forget staffing! If you are also a presenter, you’ll need someone to cover for you at the booth.  For me, there is nothing more disappointing than seeing a “be right back” sign. And standing.  I hate to say it and I know it is tough, but the best booths have someone standing and ready for your visit. When I see someone at a booth sitting down or worse yet, eating a meal, I just walk on by. Perhaps having one person outside the booth as the greeter will allow other staff to sit and work with prospective consumers.

Welcome to the Land of Nickel and Dime

As discussed in the first installment of this series – Setting the Space – event venues are all about the little charges, the nickel and dime stuff.  And very often this is out of the control of the event planner – their contract with the venues states that they must charge you $5 a day for each extra chair or $50 a day for an internet connection.  So be prepared for your costs to be much higher than the basic charge of $195 for a booth for a weekend conference (this is just an example).

Education Included?

More and more genealogy vendors, especially those selling software or books, are holding mini-classes right at their booth for prospective consumers. I think this is a great idea because a) it follows the freemium concept and offers free education and b) it solves the issue described above of not being able to staff a booth and deliver a lecture at the same time.

The only problem is if you have several vendors right next to each other with speakers and microphones trying to catch the attention of passers-by.  So far, I’ve not seen any conflicts at conferences but if the field becomes crowded this concept might take on more of a sideshow barker aspect.

New Models?

I’m not sure there really is room for creativity here.  Perhaps because I am not a vendor, I don’t have a ready list of issues and areas of improvement. Any vendors want to weigh in with areas they think could change at genealogy conferences?

The only one I could think of is this: rather than bring a large inventory of items such as books to your exhibit space (and then ponder whether to bring the unsold inventory home or discount it at the last minute), what about a “sample” concept. By this I mean have sample copies and then perhaps a walk up computer where the consumer could place an order. Offer a special discount code that they can use right then and there or before a certain date (say a week). This solves the inventory issue and it means I as a consumer don’t have to lug the books back home in my luggage. If this seems crazy, just let me know.

Conclusion

The exhibit hall is probably the most popular area at any genealogy conference. It is a fun place with lots of socializing especially if you know many people in the industry. As with genealogy conferences, I like to see the vendors succeed and have a profitable outing at these events. If there are any ways the industry can improve methods or processes or ways of doing business, I’d love to hear them.

Disclosure:  Please see Disclosure Statements for more information on my material connection with genealogy societies and vendors.

©2011, copyright Thomas MacEntee

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8 thoughts on “Genealogy Conferences – Selling the Goods

  1. Thomas, I like your idea of sample copies and a walk up computer especially if the product is offered with free shipping. It makes sense from a vendor point of view and perhaps for the attendee that has flown in and might want to purchase.

    That said, people often like to have tangible products here and now. Instant gratification and all that. They are eager to take action on what they may have just learned and have possession of the product now. An order booth might not appeal to this type of buyer.

  2. A good read, as always. Thanks, Thomas. If you have seen my post about being a vendor, let me hasten to assure you that I try to grab a bite to eat *only* when there is no-one approaching my table! The problem only arises at the Fair, which is non-stop from 8am to 4pm, and I am the only one at my table.

  3. Thinking about your idea of ‘sample copies’. Sounds brilliant in theory, and it would surely work in some situations, but for me, it never has. On occasions when I have gone to a speaking engagement on a small aircraft with luggage restrictions, I have sold out of books and offered to take orders and post the books. Most people decline. Maybe I do not have an honest face! :-) I would be interested to hear from others who have tried this.

  4. Hi Thomas, I enjoyed reading what you wrote from a conference attendee’s point of view concerning your not wishing to stop at an exhibit booth when you see someone eating or see a sign saying “Ill be back”.

    What you probably did not consider is that person may be a one person show, as many of us are in the genealogical field, whether we are a writer, speaker, author or software producer. We likely flew into the conference city or we may have driven into town alone and there is no one else available to work the booth.

    We may be out of the booth buying food to eat in the booth, giving a lecture, attending an organizational meeting, attending a banquet or maybe even using the facilities. In most all those cases we would be (multi-tasking) networking which you so rightly advocate. Another thing to consider is an exhibitor is in the booth from usually 7 or 8 am until about 6 pm. A trip out of the booth is often a welcome break.

    Most people who exhibit have a wealth of knowledge to share about their topic or product and anyone who writes a blog, writes journal articles or conducts genealogical talks can learn a lot from them.

    So, yeah, when you see a “I’ll be back” sign. Make a mental note and return. And when you see an exhibitor eating in the booth, or conversing with other conference attendees, go ahead and stop or simply go up the aisle and come back in a few minutes. You may meet your newest best friend or an important new lead for your next blog.

    MIC

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