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Show Spotlight: ASD Las Vegas, Spring 2010

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Organizer: Nielsen Expositions
What: Semiannual merchandise trade show serving the value, apparel, style and beauty, home, gift and jewelry markets
Date 2011: Feb. 27-March2Date 2010: Feb. 28-March 3
2010 floor space: 620,000 net square feet
2009 floor space: 610,000 net square feet
No. of attendees, 2010: 45,094
No. of attendees, 2009: 41,038
No. of exhibitors, 2010: 2,565
No. of exhibitors, 2009: 2,412
Producer comment: “We've taken a show and in a two-year span really organized it,” said Christopher McCabe, VP-merchandise group at Nielsen Expositions. “We resegmented the show, allowing us to target-message a toy show, a gift show, a fashion show. We are now able to market against events that serve one segment.”
Exhibitor comment: “We were one of the first exhibitors that moved into the gift expo section of the show,” said Rick Conway, owner of gift and souvenir company Squire Boone Village. “We immediately saw an increase in buyers and the quality of those buyers. We got a lot of orders. At the last show we set an all-time record.”
Breakdown: Nielsen divided what had been a somewhat unwieldy show into categories, making it not only more efficient for buyers to shop but also for organizers to market the event. Partnerships with associations have helped attract attendees. The Internet Marketing Association, for example, holds its annual conference in conjunction with the event, helping the show reach out to a growing segment of online retailers. ASD has seen growth across three key indicators.
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