Read These Trade Show Q&As and the Rest Is Gravy

By Amy Hatfield

This is the time of year when Trade Show related items creep into my task list like gravy on a supper plate. The gravy slowly flows into the string beans and coats the underside of a piece of fried chicken.

Much like the gravy, Trade Show services and opportunities are reaching out and drawing notice. These can add value to your Show experience, just like the gravy adds a welcomed benefit to the fried chicken, but there is so much information floating around that the message can get easily lost.  This column should provide some much-needed answers to critical Trade Show questions.

Here Goes …

Q. I’m an ATA member, can I register now or not?

A. Trade Show registration is open to ATA members and early registration allows you early access to the ATA hotel block, which are hotels connected to or located in close proximity to the Convention Center. The hotel block also boasts the best deals on the nicest rooms available at the Show, though rooms are running out.  Later this year, the ATA will use email and mailed, printed materials to remind ATA members who have not registered to reserve their place at the 2012 Show. To register or learn more about registration, click here.

Q. My sales rep stopped in my retail store yesterday and couldn’t believe I have never been to the ATA Show. I am not an ATA member, can I come to the Show?

A. The ATA Show is open to members only, but as a retail store you would certainly qualify for membership.  You can get an application here.  Once accepted and processed you would be eligible to register for the show.  An Archery ProShop Retailer Membership grants you 4 complimentary passes to the 2012 ATA Show!  Contact Becky Lux with any questions on ATA Membership 507-233-8132.

Q. I noticed You Are Here is on archerytrade.org now. My company is included on this floor plan, but there’s some information missing. How can I get that updated?

A. You’ll receive You Are Here login information from Trade Show Manager Maria Lewis next week. Once you have your sign-in, updating the information is a breeze. In the meantime, browse around the 2012 You Are Here floor plan and directory.

Q. I’m a new exhibitor, what can I do to enhance my visibility at the Show?

A. There’s a variety of opportunities and price points to get your brand and product noticed. One of the newest avenues are online ads featured on You Are Here, archerytrade.org’s interactive floor plan and directory. You can learn more about You Are Here or buy advertising by contacting folks listed on this Web page. There are also other key ways to brand your company name and products through Trade Show sponsorship opportunities. These range from signage in the “little boy’s room” to convention hall banners. Contact Kurt Weber at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or (717) 858-2451. You can also check out the ATA’s 2012 Sponsorship Brochure.

Q. The ATA Trade Show is often associated with discounts for dealers. I’m a dealer and, if I make the trip to Columbus for the Show this January, what kind of discounts can I expect to get?

A. Many manufacturers provide discounts and Show specials dealers can only get at the ATA Trade Show. In a survey of dealers who attended past ATA Trade Shows, saving money on products purchased was among the top four reasons dealers were motivated to make the trip and attend the ATA Trade Show. Also, dealers who attend the ATA’s Show often benefit from the diversity of discounts and specials because of the diverse and large number of archery and bowhunting manufactures who attend this Show. This year, there are 500 companies exhibiting. Dealers find they save money by making one trip to a single show to find the products they need under one roof. Finally, there’s the Show’s Big Buck Tags, which is a coupon book provided to ever dealer who attends.

Q. I really wanted to exhibit at the Trade Show, but I’m worried I’ve waited too late. Is there any way I could wedge myself in and make this happen for 2012 in Columbus?

A. There is very limited space left on the floor. If you are a new exhibitor, you can take advantage of the Trade Show’s Innovation Zone. Check out the Zone here. Or, you can always contact Maria Lewis about the limited booth space that remains at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or (507) 233-8133.

Q. I’m a member of the media but can’t register for the Trade Show now or get into the ATA Hotel Block. What gives?

A.  The opportunity for early registration is a benefit provided to ATA members only. Press registration for non-member media will open in October. Please check archerytrade.org for updates.

Q. I got a call from Vintage Shag Carpet Emporium. Those guys were trying to sell booth carpets to me and I didn’t really want shag carpet and that’s all they said they carried. They also went on and on about how cheap they are. How do I get the things I need for my booth?

A. OK, so no one’s really gotten a call from Shag Carpet Emporium. But ATA exhibitors have received calls from vendors who are not ATA-approved, Trade Show vendors. To make sure you’re speaking to legit vendors, use the Trade Show Service Providers listing as a guide to point you in the right direction. Also, the Exhibitor’s Kit will be available online in September and will feature quick access to exhibitor services.