Dema show???

[cool_hardware52]

Won't happen. DEMA is about the retailers meeting the manufacturing and travel channels and keeping their role as "gatekeepers". A model that has been coming apart since the internets made it easier to buy things and book travel.

DEMA is where these people can get together and "the shops" can pick which places to organize travel to by whichever booth offers to pay their bar tab in addition to their comp'd room. DEMA is where your LDS picks out which 3 brands of fin they think you should have the choice of wearing.

Utter nonsense. How does the Local LDS limit anybody's choice in gear, or travel etc. when the internet allows access to virtually everything produced or sold on the planet?

They aren't going to give that up and open it up to the great unwashed. Schmoozing and hustling is harder with yokels around.

The trade show in itself is sort of a dying art form. Maybe it isn't the best thing in the internet age. E3, Comdex, and other big tech shows got weird at a point.

So is it the internet or a conspiracy on the part of the manufacturers and retailers that's killing trade shows?

The problem with diving is, DEMA is the big show. And its closed. Its the best chance for people to see what is going on, and they have to talk to their LDS afterwards and get filtered information about it. Saying that the little regional shows is an alternative isn't really accurate.

Lazy consumers rely on a single channel for information. Empowered consumers do their own research. With the exception of wholesale pricing what information does a manufacturer endeavor to withhold from a consumer?

Tobin

 

[deco_martini]

Utter nonsense. How does the Local LDS limit anybody's choice in gear, or travel etc. when the internet allows access to virtually everything produced or sold on the planet?

Before the internets, the local shop was the authoritative source for gear and information. Since the internets, that is no longer true. Hence, a business model founded on the "gatekeeper" scenario is a loser (as I noted, and you apparently missed). DEMA in my opinion, is a relic of this model.

This method still works to some extent however on the new diver. They walk in, you certify them, tell them not to buy their wrist computer online because it will explode, and hope a good warranty horror story keeps them from doing so.

In a way, the dive industry sometimes reminds me of a carnival who regards its patrons as "marks".

 

[HowardE]

To conclude that the manufacturers "just don't care about the actual consumer" because they prefer to limit trade shows to those in the trade is quite a leap.

Tradeshows have a purpose, and Consumer Shows have a purpose. Trade Shows really aren't some kinda super elite back stage pass only party for the select few. It's more like watching sausage being made.

To view Tradeshows as some sort of snub to the "actual consumer" is simply ignorant.

Tobin

I am reluctant to post my personal opinion, but here goes.

I agree with Tobin. Trade shows have a purpose - for people in that trade to exhibit their products to BUYERS who purchase items for resale in that trade (industry). Personally; I owned a gift shop for 12 years. Gift and Jewelry shows; most of them are only open to buyers. You have to prove you're a buyer. Same with most other "TRADE SHOWS" - they're only open to the TRADE.

I don't know why divers have this feeling of entitlement to be able to gain access to the only real TRADE show for the diving industry. Everything that is worth seeing will be seen (either online, or in person at an authorized dealer for that product). Most exhibitors don't sell product at the show (cash and carry). It's not a circus, it's a trade show.

Consumer shows on the other hand. Consumers (divers) can expect to be able to buy product; either from the exhibitor, or perhaps an authorized agent of that manufacturer who may be also exhibiting (selling) at the show.

I'm not saying the DEMA show is perfect, but a trade show is something that is needed for people in the industry. At this point; it is what it is, and unless something else replaces it... It will be what it will be.

While I understand people's opinions on both sides of the "open to the public" coin. IMO, unless there is total agreement amongst the exhibitors, it's not going to happen. I've heard from several exhibitors who don't want public. I've heard from those who do. What would DEMA do? Put up a rope and have 1/2 open to public, 1/2 closed (if it's that high a ratio)? Then what? More security? A Wall? How would it happen?

 

[Leadking]

When I was exhibiting at DEMA, I couldn't (didn't want) to talk to consumers. My margins at the wholesale level were so small that if you walked into my booth and talked to us for 5 minutes, took a catalog, and went to your dive store and bought our product, we lost money. There is a very good reason for tradeshows and consumer shows. A hybrid of both will cause many exhibitors to abandon the DEMA show. It may work for some, but not all.

It's a little like tax policy. The government changes tax policy thinking everyone is going to keep on doing what they're doing and they don't. I have spent more time analyzing the DEMA show than any 100 posters on this website. This was my responsibility for years.

 

[JS1scuba]

open it up to consumers and maybe get some good deals out there and people would be able to see the products first hand from the company instead of seeing it on a wall with very little info. It is neat to see new products not sure why it's only for dealers only? IMO opening it up to consumers would prolly help the show increase it's size.

That is what consumer shows are for.

Beneath the Sea, Scuba Show, Our World Underwater, etc .........

each of those shows has tons of equipment and info for the consumer.

Cheers

JDS

 

[deco_martini]

When I was exhibiting at DEMA, I couldn't (didn't want) to talk to consumers. My margins at the wholesale level were so small that if you walked into my booth and talked to us for 5 minutes, took a catalog, and went to your dive store and bought our product, we lost money. There is a very good reason for tradeshows and consumer shows. A hybrid of both will cause many exhibitors to abandon the DEMA show. It may work for some, but not all.

It's a little like tax policy. The government changes tax policy thinking everyone is going to keep on doing what they're doing and they don't. I have spent more time analyzing the DEMA show than any 100 posters on this website. This was my responsibility for years.

Its funny to me. I've run booths at high tech shows in the past. We often had no idea if the person who was looking at our booth demo units was an influential insider or a Joe Nobody. We couldn't value the cost of one random person window shopping. We didn't pass out the freebies to everyone who stopped by. People who introduced themselves and were more worthwhile to talk to, got more face time with the people manning the booth. Making your own priorities works.

Is there a volume problem with DEMA? One of the points at trade shows I have been an exhibitor at in the past is that there are so many feet on the floor that just having a presence was very influential since so many people saw your name, your products, etc.

Is DEMA only useful for 5 minute schmoozes? Is that the only way you value presence? I am not asking these questions mockingly. If a retailer walks by a booth, they may not be impressed by the chick in your booth and move on. If 10 divers walk by and are impressed by the product and create "word of mouth" and ask their local retailer to stock the product, without taking a catalog or chatting you up, how do you value that?

 

[racedude1984]

Well good more people will go to the consumer show and see all the products then head on-line and purchase them. God forbid you mix a LDS and consumer outside of the dive shop and not in front of a cash register.

 

[Leadking]

We spent time with whomever came into our booth. We tried NOT to write orders as the time spent was put to better use explaining to our customers how we could benefit their business. My cost per man-hour at the show was in excess of $500 per hour. Very few business owners coming to the show were equipped with information they needed to make a proper decision. We encouraged them to go home and really evaluate their needs. We had a very low key sales approach-no hard sell, press hard, five copies. We NEVER had a sale. There was never a need to DO IT NOW or the deal is gone. Just the best everyday pricing. I became the "Leadking" by carefully evaluating my customers needs and delivering. I had a lot of fun and made a lot of friends. I made a pile of money, but it was all in nickels and dimes. I didn't get rich of of any individual customer.

 

[racedude1984]

We spent time with whomever came into our booth. We tried NOT to write orders as the time spent was put to better use explaining to our customers how we could benefit their business. My cost per man-hour at the show was in excess of $500 per hour. Very few business owners coming to the show were equipped with information they needed to make a proper decision. We encouraged them to go home and really evaluate their needs. We had a very low key sales approach-no hard sell, press hard, five copies. We NEVER had a sale. There was never a need to DO IT NOW or the deal is gone. Just the best everyday pricing. I became the "Leadking" by carefully evaluating my customers needs and delivering. I had a lot of fun and made a lot of friends. I made a pile of money, but it was all in nickels and dimes. I didn't get rich of of any individual customer.

So if you never got a sale but if it was a consumer show and sold 5 items whats's the better deal?

 

[Leadking]

Talking to store owners, hands down!!!! When they bought later, they bought a lot and became a permanent customer.