8.24.09 | Big Buck Tags: A Difference Maker and A Big Deal
SALT LAKE CITY – The Archery Trade Association will put a coupon book worth thousands of dollars into the hands of every retail shop attending the 2010 ATA Trade Show in Columbus, Ohio.
Unlike past Trade Show discount programs, the coupon books – dubbed Big Buck Tags by the ATA – won’t be limited to those who win. Instead, each retail shop attending the show will receive one coupon book. Big Buck Tags will be provided at Trade Show registration.
“When we looked at the numbers, the potential value of the Big Buck Tags was considerable,” said Kurt Bassuener of Mike Wieck Sales. Bassuener also serves as the Trade Show’s committee chair on the ATA Board of Directors. “If only one manufacturer exhibiting at the Trade Show offered a $25 coupon, you have to think $25 doesn’t mean much. But if we bring everybody together and unify the effort, that’s a difference-maker.”
In fact, with Big Buck Tags, if half the Trade Show’s exhibitors – about 200 companies – participate in the coupon book and commit to that same $25 coupon, each retailer would have Big Buck Tags totaling $5,000 to use for his or her shop.
The coupon book is designed to address exhibitor and retailer demands highlighted in a 2009 Trade Show survey, initiated by the ATA and conducted by Responsive Management. The survey confirmed distance, fuel costs and airfare were important factors for retailers in determining whether to attend the 2010 show. Given the potential value of the Big Buck Tags, discounts in the coupon books could easily offset travel costs for many retailers.
The ATA survey also confirmed retailers were highly motivated to attend the show to save money on product. In fact, 68 percent of retailers attending the 2009 show identified this reason as very important. In contrast, only 19 percent attended to enjoy Trade Show evening and social events. Because of these findings, the ATA Board has discontinued the Great Giveaway, which featured drawings, dinner and entertainment. Instead, it’s expanding Trade Show discounts by replacing previous programs like Real Deal and Dealer Bucks with the more inclusive and generous Big Buck Tags.
From a manufacturer’s standpoint, the survey revealed 83 percent exhibit at the ATA Trade Show simply to meet new retailers or buyers. This ranked higher than introducing new product, writing orders, and branding and promotional opportunities. In addition, exhibitors mirrored retailers almost to the number in their view of evening events. Only 18 percent ranked Trade Show evening and social events as important.
“Anytime you stretch a discount to reach the masses rather than a select few, the group trying to garner sales will benefit,” said Kurt Weber, ATA’s consultant on brand management. Weber also manages all Trade Show sponsorship and marketing efforts. “In our case, if we give Big Buck Tags to every retailer, each exhibitor offering a coupon has the opportunity to attract every retailer who enters our show floor to his or her booth.”
There’s also the overarching factor of putting bodies in the building. Exhibitors benefit when incentives pull retailers to the show floor.
“Big Buck Tags should work as a substantial lure for dealers motivated by true value, not small discounts and promotional gimmicks,” Weber said.
Still, companies must account for reduced income margins on each product sold, based on the value of their coupon. Yet, for the dollars spent, the goal to drive as much traffic as possible to each booth with Big Buck Tags could vastly improve the return on investment compared to past discount programs such as Dealer Bucks and the Real Deal.
For exhibitors interested in participating in Big Buck Tags, the cost is $50, which pays for the ATA to design each company’s coupon featuring its unique logo. The ATA is handling the costs of cover designs, printing and production.
“The ATA is taking every measure to, first, excavate as much feedback as we can from Trade Show participants through tools like our Trade Show survey,” Bassuener said. “Then it’s our job to listen and create incentives that benefit both manufacturers and retailers in the archery and bowhunting industry. This incentive doesn’t come free for the ATA, but it’s an effort we feel brings value to those making the trip to attend the Trade Show.”
Trade Show exhibitors may register to participate here. For more information about Big Buck Tags or the 2010 Trade Show, contact Kurt Weber at
, or by phone at (717) 858-2451.