Marketers who attend or exhibit at a fair number of trade shows will soon come in contact with a shadowy entity known as the trade association.
The trade association was formed to promote not any one company, but the industry as a whole. The trade association is likely the industry’s representative in Congress, pushing for legislation that benefits the industry and playing defense on bills likely to have a negative impact.
So far, so good. Generally, the trade association is also the driving force behind trade shows, although some of the management chores of the show may be outsourced to third parties. It’s fairly certain that the trade association will have major input on the selection of speakers, panels, and other high visibility opportunities.
The trade association might also organize the sale and placement of booths in the hall, so trade show coordinators want to be plugged in to the trade association’s booking schedule a year or more out from the show.
Obviously, trade associations are going to inadvertently make decisions that wind up benefitting one company or another, so trade show exhibitors will probably want to be well represented on trade show committees or boards. Those who are best connected with the trade association will be first in mind for panels, media interviews and other promotional opportunities at the show.
Since marketing and communications types are more likely to be in physical contact with their co workers, fellow employees are often the best source of information about what the trade association is up to. The Internet and social media make it easier to stay in touch with the trade association than in times when it felt awkward to pick up the phone to chat up a total stranger.
Don’t be afraid to speak up to the trade association to advance an argument or right a wrong. Each company’s dues pay the salaries of the trade association’s employees, and members should expect a certain level of service as they would from any other business.
In every industry, someone gets the reputation of being the thorn in the trade group’s hide, and there’s generally no upside to being that person, unless everyone in the industry agrees that the trade group is a bust.
Consider having a company wide liaison to the trade group so that the company has a point person on trade show and other trade group related issues. Often, that person might be a marketer, but in some legislative instances, they could also be the firm’s general counsel if there is a legal or regulatory issue that could substantially affect the business.
Start to talk to the trade association about the show a year in advance. Often, the trade association lives in a bubble–most likely in Washington or New York–and welcomes the opportunity to hear from companies out in the field about how its initiatives are, or aren’t working.
A clear open line of communication with the industry trade group goes a long way to making them a less shadowy presence on the trade show floor.
