If you prefer to read instead of watching our short video, you can follow the transcript of the conversation between Sierra Reed and Jason Rubin on how to power up for SHOT Show 2022.
Sierra Reed:
Welcome to The Bottom Line at TTG. I’m here with Jason Rubin. And today, we’re going to be discussing SHOT Show. So Jason, tell me about your experience with SHOT Show. What do we want our viewers to know?
Jason Rubin:
So SHOT stands for Shooting, Hunting, Outdoor Trade Show, and it also touches law enforcement, security, tactical, things like that. I can confidently tell you that this upcoming edition of SHOT is probably the most anticipated in history because unfortunately, 2020 was canceled.
Sierra Reed:
Of course.
Jason:
So you have two years of demand with this upcoming show. And for the first time ever, as I understand it, actually, the demand is so high, they’re spilling into a second hall. So not only is it going to be at the Venetian, it’s going to be at Caesars as well. So you can’t tell me that the pandemic has affected this show.
Sierra Reed:
Yeah. Okay, great. And what is most important in the design of your stand at SHOT?
Jason:
Well, look, you’re going to have 2,500 plus companies at this show.
Sierra Reed:
It’s a lot.
Jason:
50,000, 60,000 sets of eyeballs coming to walk the floor, and many of them are buyers with real money. There’s a lot of money in the sector right now. So you have to figure out how do you stand apart from your neighbors, many of which are going to be competitors. So there’s lots of monster booths at this show, lots of double decker booths, some of the latest and greatest you’ll ever see in the industry. I’ve seen exhibit coordinators that are scratching and clawing to re-up their space or get a different space at this show before the current edition has even begun. So it’s all about what’s the latest and greatest VR experiences, indoor shooting ranges, things like that. What’s going to set you apart from your competitors?
Sierra Reed:
Okay. And how do you start working with a customer at SHOT Show? What is the process?
Jason:
Well, it’s all consultative. I’ve been to five or six editions of this show. And really, we make new friends at trade shows. All the work really happens after the event. We’re sitting here in a beautiful indoor static trade show, our showroom here.
Sierra Reed:
[crosstalk 00:01:59] No, I love this. Yeah. This room is beautiful.
Jason:
No better place to talk right now. But after the show, after exhibit coordinators and marketing people have decompressed and done their debriefs, we’ll come here, figure out what worked, what didn’t work. It’s like a ball of clay that we’re slowly going to form and perfect to improve things for the next edition, figure out budgets and goals and things like that. So it’s a very consultative process. It’s a lot of listening. Yeah.
Sierra Reed:
So let’s get to it. What is the bottom line?
Jason:
The bottom line is bring it. If you’re in any of these tactical related sectors, SHOT Show is the event for you. It’s going to be considered your Super Bowl in the calendar year. The trade show world has officially learned how to function in a post-pandemic world. So this will be extremely socially distant and responsible. It’s the new norm. But if you’re going to be a chacho, we will see you there, and make sure you bring it.
Sierra Reed:
Okay, great. Thanks, Jason, for joining me today. And thanks for tuning into this edition of The Bottom Line at TTG, and we’ll see you next time.
For more thoughts on SHOT Show 2022 and help building your trade show program, give The Trade Group a call at 800-343-2005 or contact us here.
