SHOT Show NSSF TARGETS NEW EXPERIENCE AT INDUSTRY ’S MEGA TRADE SHOW By Carolee Anita Boyles T he NSSF is promoting its 2014 SHOT Show in January as “Too Good To Miss,” promising a new experience for exhibitors and attendees that will take the show to new heights. The mega trade show will be held at the Sands Expo Center in Las Vegas, Jan. 14-17. “The SHOT Show will be a new experience for everyone,” said Steve Sanetti, NSSF president and CEO. “We have changed the show significantly. Reed Exhibitions no longer is involved with the show, so we have a new show manager, ConvExx. We also have a new show marketing association, CSG Creative.” Sanetti said ConvExx and the NSSF are committed to improving the SHOT Show experience. “For 30 years, we had kind of fallen into a cycle of ‘This is how the show goes, and this is how it’s put on,’” he said. “It obviously worked, because our post-show survey last year indicated our member satisfaction was at an all-time high. That’s great, because just three years before that — when we first moved into the Sands — it was at an all-time low. So we did improve the show, but now we want to take it to the next level.” customers. We’ve negotiated new contracts with all the vendors we had before through Reed, only now those contracts are directly with NSSF. When exhibitors register or set up travel, they will work with all the same companies they did before.” The hiring of ConvExx has many advantages, Dolnack said. “ConvExx has large show experience and they have Las Vegas experience, because they’re based in Las Vegas,” Dolnack said. “That’s a huge plus for us.” NSSF continues to tighten the criteria for exhibitors and monitor who attends the show. “We want to be sure that people who are exhibiting are really involved in the core business that our members want to see at the SHOT Show,” Sanetti said. “Also, we’re trying to make sure attendees at the show are qualified to ensure the exhibitors are talking about their merchandise to people in the trade — those who are making buying decisions.” The goal in closely examining exhibitors is to make room for qualified exhibitors who are on the show’s waiting list. attendees are an on-going issue, Dolnack The 2014 SHOT Show in January promises Non-qualified said. “Last year, we received numerous complaints from a new experience for exhibitors and attendees exhibitors and attendees about people who were at the show because their friend the retailer or the exhibitor got that will take the show to new heights. them a badge,” Dolnack said. “Those people spend 15 The NSSF’s goal during the transition from Reed to ConvExx minutes with a salesperson and when the salesperson asks a queshas been continuity, according to Chris Dolnack, NSSF senior tion like ‘Where’s your shop?’ and the person says, ‘Oh I’m just here with my buddy,’ it’s difficult for us to police. But with our vice president and chief marketing officer. “Our customers know we have a new management company,” mobile app requiring a unique email and our registration requirhe said. “And they recognize they will see some things that are ing one as well, they’ve helped us identify who’s working with a different. But our goal has been to maintain continuity for our company and who has a private email address.” 50 DECEMBER 2013 Qualified Exhibitors, Attendees Subscribe to SI DIGITAL www.shootingindustry.com
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