Mash Media MD Julian Agostini reveals why exhibitors are a lot like mums.
Okay I admit, I have a very guilty relationship with my mother. Relax, it’s nothing sordid or inappropriate, it’s just I know that the balance isn’t right and I believe this is maybe the case for many of us.
Mothers, by their very nature, will provide unconditional support and love; they are there for us at every juncture and all they ask in return is a little love, respect and here’s the kicker, time. This last category is a major problem in today’s world and the most likely to result in that frosty voice down the end of the phone after a couple of weeks in the ‘wilderness’.
Surely we’ve all been there...
“Hi mum”
‘Hello’ (eek...no darling attached, clipped voice… I’m in trouble)
“You sound...angry? What’s wrong?”
‘Nothing. I’m fine thank you.’ (Oh no...real repair work required).
It’s a heart sinking moment that I’m quite certain we’ve all experienced and the strange thing is that we all knew that it was an issue before we called. It’s on your mind...must call mum, must call mum and then tell ourselves I’ll do that later because I know I’ve left it a little too long and I’ve got to get comfortable before picking up the phone. We exacerbate the problem and we know we’re doing it. It’s extraordinary.
Yet when we do look after our mothers, treat them or spend time with them, all is right in the world. We are at peace. Mums tell everyone that they have the best child in the world and will do anything for them. It’s simple so why don’t we do it?
Too busy? Maybe, but I never trust the busy excuse. We’re all busy, yet find time to do the things that we want to do. Lazy is probably closer - as much as it hurts to admit.
Handling mum is a skilled account management role which requires effort and the same can be applied to how we treat our exhibitors.
After the initial love and dedication we show at the point of sale, many are left in the wild, getting no further contact other than invoices until the daunting manual arrives and a heap of deadlines to meet.
Lots of things for them to do but very little love emanating from us. It upsets them and rightly so, the next bit of love they are really shown is rebooking time and often that process can begin with a ‘mum like’ conversation. It can provide a reason to delay or say no.
Okay I may be exaggerating a little to illustrate but you get the point and I ask: Why do we put ourselves through that when showing a bit of love throughout the year would reap so many rewards?
Exhibitors, like mums, want to know that we genuinely care for their well-being, not just in words and not just when we need something from them. As we are all busy, is there the need for an exhibitor liaison role for every show?
Someone caring to simply look after exhibitors post sale and walk them through the process.
This addition to the traditional team set up would surely be worth its weight in gold. We could instruct the sales people to do this as part of their role but that’s not dealing with the problem.
Possibly it is an area for contractors to consider as an additional service to the organiser. Some will tell you that they already offer this but perhaps not quite to the level that mum would require.
A dedicated person is the way to go, I believe, and then mum is thrilled with you every time you see her. Imagine the joy!
This article was first published in the June issue of EW's sister publication EN. Any comments? Email Jamie Wallis
