Routinely evaluating supplier relationships is a sound business practice to determine if and how the relationship works. Make no mistake: the event supplier industry is still taking baby steps back to functionality post-Covid, and many variables are in a state of flux.
Not to blame a dysfunctional relationship on the pandemic, but it is something to bear in mind. And as you go down that rabbit hole, you may find that the exhibit partner you chose five years ago is (1) not the same company today, (2) doesn’t deliver the same level of service, (3) produces mediocre design, (4) ignores your budget, and (5) lacks clear communication skills. It can be very frustrating to realize that you might have to sever the partnership.
When It’s Time for a Change
The change process can be intense, lengthy, and expensive—but you cannot afford mediocrity. What signs should you look for?
- Financial or legal troubles. Your exhibit house owes you transparency. Period. If you learn they used the payment you just made to take care of past due receivables, if their access to raw materials is stalled, that’s a problem—and not an easy one to fix.
- Personality conflicts. You are the customer. When you are collaborating on a project, there will be—and should be—some difference of opinion or discussion of options. But if that becomes headbutting or pushing an agenda, you are wasting time and most likely paying for that time.
- Your account team is in constant flux. If your exhibit house moves people on and off your team, that’s a sign of trouble. Sometimes, it means that the company cannot pay its employees. You can’t shoulder that burden. If you sense that your team members are unhappy working at the exhibit house, it’s time to consider making a change.
If you conclude that you might have to switch partners, do it carefully and thoughtfully. Before you start to narrow your choices, do your due diligence. Conduct your research, read trusted reviews, and talk to industry colleagues, including the exhibit house’s other clients. Get your finance team involved. Have you ever heard of an exhibitor who couldn’t get their properties for a show because the bank had locked down their supplier’s warehouse—with the exhibitor’s properties inside? I have, and you don’t want that to happen to you.
Are You a Cultural Match?
Culture is important, probably more now than 20 years ago. Have the hard conversations before you start working together.
Interview the account team you will be working with. Bait and switch happens, but you don’t want it to happen to you. The pitch team won’t be with you on the show floor the day before opening.
Explore working with companies that already have a presence in your industry. Why? Because they will know the important—and maybe not so important—shows. They will know your audience. They will understand any existing restrictions or activities that are verboten at a particular event.
Get the Details—and Don’t Be Afraid to Ask Tough Questions
As you start to narrow your selections, ask about headcount and how much work is done in-house vs. by contractors. Have candid budget discussions, and don’t shy away from sharing your expectations.
And speaking of expectations, do you want a one-off blockbuster exhibit for a big show, or are you proposing to maintain or develop a cohesive program?
You want your brand to shine on the show floor, but it’s not just about logos and PMS colors. If your company has, for instance, a commitment to sustainability, how will that become part of your presence on the exhibit floor? What other core values does your company espouse—and does the potential partner understand that these should be part of your program execution?
In today’s environment, choosing a new partner demands your time and attention. Don’t rush the process.
Download this guide. You’ll find it very helpful once you decide it’s time to move your exhibit program.
Interested in learning more about selecting the right agency partner? Read these blogs for more information:
- Time to Select an Experiential Marketing Agency? Here Are 10 Tips That Will Help the Process
- A Baker’s Dozen: 13 Questions to Ask When Hiring a Marketing Agency for Your Design Needs