They're great! Everybody should have one!"

"I don't need one! My exhibitors are happy!"

"They're worthless! A waste of time!"

Opinions on exhibitor advisory committees run the gamut from enthusiasm to disdain and dislike. But with clear ground rules and agendas, EACs can provide show managers with valuable input. "I can't stress enough the value. I totally credit the success we've had with shows to the input and direction we've received from EACs and other volunteer groups," says John Fetters, Convention Supervisor at Smith, Bucklin & Associates, which manages expositions for over 160 associations, including the National Association of Food Equipment Manufacturers.

It's a win-win situation. Show managers receive suggestions on how to improve their shows so that the events attract more exhibitors and attendees. Exhibitors benefit because more attendees, or better-qualified attendees, means more booth traffic and better selling opportunities.

"Exhibitors are attuned to what's happening in the industry," says Michael Bandy, Director of Communications for the International Exhibitors Association. "They're out there every day talking to their clients, who are your attendees. They know what trends need to be addressed or which audience segment may not be attending the show."

Perhaps most important are the improved relationships between show managers and exhibitors. EACs enable show managers and exhibitors to establish an on-going dialogue on issues pertaining to the show. Better communication results in faster resolution of problems. It also prevents the type of dissatisfaction that develops when people feel they are being dictated to. For instance, regulations covering exhibit hours, giveaways, audio-visual presentations, and other show-floor activities are easier for exhibitors to accept if they themselves had a key role in determining those regulations.

Broad-based membership
Show managers with effective EACs agree that the number one priority is establishing written policies concerning committee membership, responsibilities and meeting procedures.

An EAC should be composed of representatives of a cross-section of exhibitors: small, medium and large companies; different product categories, from various parts of the country. "You want individuals who are involved with the show and who have a good big-picture understanding of the scope of the project," says Fetters. "In addition, you need to strike a balance among companies. Fmally, make sure they are employed by a company that will be willing to support their involvement on the committee, both financially and in terms of time."

The committee's composition may also depend on its functions. If you want input on operational issues, the committee should probably consist of exhibit managers. If you're looking for input on industry directions and how to market your show, then an EAC comprised of sales and marketing personnel might be more appropriate.

The number of people on effective EACs varies, but generally is no greater than 15. Membership terms are best limited to a specific number of years or to the life cycle of a show. At the National Spa and Pool Institute, for example, there is a nine-member board. Each member serves a three-year term; each year three people retire and three new ones join. "This ensures continuity and keeps transitions from one show to the next smooth," says Convention Manager Debbi Bassett.

Several methods can be used to choose members. You can send out a mailing to exhibitors asking for volunteers. You can directly approach exhibitors and ask them to participate. Or if you already have an EAC, you can get suggestions from its members. At NSPI, the EAC chairman gives recommendations, has them approved by the association, and then approaches individuals on behalf of the association.

Expect some EAC members to leave the committee before their term is up, probably because they have switched jobs. Policies should state that replacement of retiring members is the prerogative of the show manager. Often, the employer of the retiring member will suggest a satisfactory replacement. But you need to retain the right to choose someone else, particularly if you feel that certain segments of the exhibiting body are not receiving sufficient representation.

Defined responsibilities
The written guidelines should clearly define the EAC's roles and responsibilities. The advisory nature of the committee must be stressed. "We have a very detailed job description that outlines the committee's responsibilities," says Fetters. "The first meeting of the EAC is devoted to orienting the members: their roles, responsibilities, what will be happening during the planning cycle, and so on. The approval process is clearly explained and the roles of staff and committee members are clearly defined."

In a case such as NAFEM, where exhibitors are members of the association sponsoring the show, the EAC's responsibilities may be extensive. The group may be more than simply advisory; they may in fact be a policysetting body. At NAFEM, the EAC sets hours, fees, rules and regulations for exhibitors, helps select the decorator, facilitates the space selection process, and so on. There remains, however, a check on the EAC: all its decisions must be approved by the association's 15-member Steering Committee, where the EAC's decisions may need to be amended if they come into conflict with the decisions of other committees.

An EAC's responsibilities need not be limited to input at meetings. Some shows use EAC members on the show floor. Members of NSPI's committee can issue warnings and fines for booth violations at shows. NAFEM's committee members also help monitor the show floor for rule infractions. In addition, each committee member is given a list of new exhibitors, with the name of key contacts. They visit the booths, meet the newcomers and offer assistance with any problems which may arise.

Schedules and agendas
Guidelines should specify who attends meetings, how agendas are set and when and where meetings will be held.

At least one member of the show organizer's exposition or convention department should attend all EAC meetings. At NSPI, two people from the convention department attend EAC meetings. At the American Society of Plumbing Engineers, there are usually four representatives from National Trade Productions, which manages the society's show. "We have reps from our marketing, sales and operations departments, and our company president usually attends," says Robbi Lycett, National's Director of Expositions.

Frequency of meetings varies from show to show. ASPE, which has a show every other year, meets three or four times a year. The meetings usually take place in the city where the next show will be held, so that EAC members can get a feel for the exhibit hall, the headquarters hotel and other aspects of the city.

The American Academy of Dermatology's EAC meets once a year in conjunction with its Council of Scientific Assembly. The council's meeting is early in the calendar year, and held in the city where AAD will be holding its annual meeting in December. During the rest of the year, AAD's Assistant Director of Meetings and Conventions, Carole Wilke, sends EAC members periodic memos. "Also, if an issue comes up, I ask them to vote on it by mail," she explains. "For example, one of our EAC members suggested that we give the freight supervisor with our decorating company an honorary plaque for all the services he's provided the association and the exhibitors. I sent out a ballot to all committee members asking for their opinions."

To ensure that the EAC really makes a contribution, have a written agenda for each meeting. Lycett writes the agenda for the ASPE meeting, then asks the EAC chairman for changes and additions. She then mails the agenda to members in advance of the meeting, so that they know what major topics of discussion are scheduled.

In a comfortable, non-adversarial atmosphere, the possibilities of topics for discussion are almost endless. "The committee gives us a lot of information on trends that helps us keep our seminars and exposition current and competitive," says Lycett. "They evaluate us in terms of the services we offer and on how well we communicate information to exhibitors. They'll let us know the kinds of information they need as exhibitors. If they see things happening on the show floor that they don't think are right, they'll bring that up and perhaps suggest new rules and regulations. They offer suggestions on where to place advertising, and even assist in planning the opening reception."

Many of your exhibitors also exhibit at other shows. Ask them what they're seeing elsewhere. Are there show features that you might consider? City laws that could impact your event? Exhibitors who aren't -- but should be -- in your show?

The EAC meetings are a good place for brain-storming sessions. What can we do to get more international buyers at our show? What topics need to be addressed in our seminars? How can we get people to pay more attention to materials in the exhibitor manual?

Of course, you don't just ask. You listen, too. Exhibitors at IEA's show were concerned that attendees left the convention hall after morning seminars to have lunch, then headed for afternoon naps rather than the show floor. The EAC recommended that the convention package include lunch on the show floor. Instituted for last year's show, the concept was extremely well received by both attendees and exhibitors.

Members of NAFEM were concerned that future members of the food industry were unaware of career opportunities with equipment manufacturers. As a result of brain-storming at an EAC meeting, the association held a nationwide contest in which students from major culinary schools submitted breakfast menus. The head chef at the convention center reviewed the submissions and selected three that he felt would be appropriate for a seminar attracting 500 people. The winners' expenses to the show were paid, they supervised the preparation of their menus and they were introduced at the seminar program. In addition, there was a career opportunity day in which culinary school students were invited to a special seminar, given free badges and assigned hosts to answer questions and escort them through the show.

The rewards of service
EAC members are volunteers. They or their employers pick up all expenses. They don't usually get extra priority points or other perks. Considering that these people may meet several times a year to provide you with information and suggestions, that's a contribution to your show. Many of the exhibitors serve because of a personal commitment to their industry and to the exposition. They also view it as a wonderful public relations opportunity for their company. Nonetheless, it's important that you publicly recognize their efforts.

Names of committee members can be listed on the show's letterhead, press releases, promotional literature, catalogs and other printed matter. Members can be asked to participate in the ribbon-cutting ceremony. They can be honored at banquets with plaques and certificates.

Such increased visibility benefits show managers. "We give EAC members ribbons to wear on their badges, " says Wilke. "When we send mailings to exhibitors, we include a list of committee members and encourage exhibitors to contact them with suggestions, complaints and ideas. This gets information to us in a more structured manner and gives exhibitors the feeling that they have their own special contact within the association.

Wilke and others who have worked effectively with EACs echo the words of Bassett: "When an EAC has direction and a mission, it can only help your show. You can only do better things if you work together."

Special offer!

One of the most enthusiastic supporters of Exhibitor Advisory Committees is the Healthcare Convention & Exhibitors Association. More than 20 years ago they established a program to encourage and help healthcare associations form EACs. "Our experience has shown that the committees can really contribute very positively to the success of a meeting," says Robert Gelardi, Executive Director of HCEA.

HCEA publishes a brochure that clearly and concisely describes the purpose and benefits of EACs and how to organize such a group. The publication is free to any healthcare organization. And as a special offer to EXPO readers, it is available to non-healthcare organizations for $1 per copy. HCEA's address is 5775 Peachtree-Dunwoody Road, Suite 500-G, Atlanta, GA, 30342, (404) 252-3663.

Twice a year, HCEA publishes Action Memo, a newsletter that shares with members information on EACs and other aspects of exhibiting. The newsletter is filled with specific examples of how EACs have been instrumental in solving specific problems:

Problem: Smaller exhibitors at the American College of Surgeons convention felt they lacked exposure.

Solution: To increase exposure and to disperse traffic more evenly the EAC discussed the possibility of locating standard, in-line booths up front, with Islands situated in the middle and back of the hall.

Problem: Registration at the American Society of Anesthesiologists convention needed to run more smoothly.

Solution: The EAC made several recommendations. To save space, they recommended filing names of exhibitors by company so that only one envelope per company would be needed.

Problem: Food left over after a reception is usually discarded.

Solution: The American Dietetic Association's EAC recommended donating leftover food to local charities.