Day: June 13, 2015

Behind the Scenes in Oil and Gas. What it Takes to Fill a Trade Show with Decision Makers

Understand the science that goes into planning an Oil and Gas event, and the steps needed to pull off a successful show. Plus what marketing steps are taken to insure only Oil and Gas decision makers attend to benefit the exhibitors and vendors.

Mark: Hey, folks. Let’s learn something new about the oil and gas industry.

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We’re still in beautiful Longview, Texas and we’re still at Texas Classic Productions and we’re going to spend a few minutes talking with Amy.

Hi, Amy.

Amy: Hello.

Mark: So, Amy is going to give us a rare behind the scenes glimpse in what goes on when they set up one of these shows.

So, Amy, when you all are considering starting the show, what are some of the things that you have to think of?

Amy: The first thing that we think about is the condition of the market into which we’re expanding. We want to make sure that there aren’t any similar shows competing shows at the same time that we want to go into that market. And we need to make sure that the type of oil and gas professionals that we’re looking to recruit that we can serve their needs by being in that location.

Mark: That sounds like real market research gathering data?

Amy: Absolutely.

Mark: Yeah. That’s good. So many people don’t understand how important that is, so this way you can better serve your audience.

So, once you figure out once you gather this market data and you figure out when and where you’re going to put an event, what’s the next steps?

Amy: The next steps are largely operational and so that involves securing the venue and updating all of our internal communication and external communication to announcing the show.

After that step, we go aggressively into marketing the show to potential attendees and potential exhibitors.

Mark: Yeah. And one of the things that you may not know about Texas Classic Productions, they only do oil and gas trade shows. The general public is not allowed in which is one of the reasons we find it so valuable and one of the reasons you should find this valuable.

So, once you all get to that point and you’ll actually launch the show, what happens next?

Amy: We establish our communications based on the different needs that attendees and exhibitors have by participating in our expos. And so, we create the message that we know will resonate with them based on data that we collect on a continual basis and use a variety of marketing channels to get the message out there.

We use e-mail, direct – direct mail campaigns, SEO marketing, advertising, partnerships with industry associations, trade publications, media partners, social media and more.

Mark: So, the message is out, the day the show arrives what happens then?

Amy: Everybody comes in and sets up and one of the things that happens at that point which again makes us different from a lot of oil and gas trade shows across the country is what you mentioned.

Exhibitors were there, the exhibitor set up, and then the attendees start to arrive. They come through, they talk to us at registration, and at that point, we qualify them to make sure that they represent the kind of attendee that’s going to bring value for our sponsors and exhibitors.

So, who is that attendee? That attendee is an oil and gas professional who’s currently employed within the industry, who’s in a position to either make or influence purchasing decisions in their organization.

Mark: Yeah. That’s awesome. So, you’re basically in a roomful of oil and gas decision makers. So, is you and your team’s work done once the show starts?

Amy: That’s when – that’s when a lot of the hands on work begins. Show days are busy days not only because of set up and because of just the nature of the show getting attendees in there and making sure that exhibitors and sponsors have everything they need. But, one thing that we’re constantly doing as the show is going on is communicating with everybody on the floor.

Communicating with people at check in and soliciting the kind of feedback that will help us make changes to things that may not be working or boost best practices that are happening the day of the show.

Mark: So, Amy, while the show is going on, are you telling that you’re still collecting data into week in the show while it’s in progress?

Amy: Yes. Any kind of information that we can obtain during the show to make it better while it’s happening, we need that kind of information. The show is just a day and a half long.

And so, any kind of information that will help us make thoughtful changes that could boost success for all of our participants, then that’s what we want to do.

Mark: And so, do you all take that information and while that show is going on automatically or already start thinking about the future shows?

Amy: Yes. All the feedback that we get from shows from attendees and exhibitors influence the changes that we make to future shows and that’s everything from the way that the show is set up, the timing of the show, the way that we market the show and even some things about registration of check in.

All those parts of the trade show that we can get feedback on, if we can make improvements there, then we absolutely take that into consideration.

Mark: Wow. I never thought about process improvement as far as it relates to trade show, that’s exactly what you all do, process improvement.

Well, Amy, look, I really appreciate your time. If somebody wants to find out more about Texas Classic Productions, where should they go?

Amy: They can go to www.texasclassicproductions.com and that gives you information about the organization, who we are and what we do. For information on the Oilfield Expo series, they can go to www.oilfield-expo.com.

Mark: Yeah. Folks, we’ll put link in the show notes so you don’t need to take anything.

Well, Amy, thank you so much for your time. I really appreciate you giving my viewers a behind the scene looks at what it takes to put on a show.

Amy: Thank you so much.

Mark: All right. Folks, I hope this helped. We will see you next time.

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