Results of Extensive ICAST Survey Guide Strategies for Improving Sportfishing Industry's Trade Show
by Janet Tennyson
The American Sportfishing Association’s commitment to enhance the value and effectiveness of its ICAST trade show was bolstered by a comprehensive survey of 2003 show participants. The survey revealed 90 percent of those attending were satisfied with the event and offered valuable feedback for improvements, just as planning for the 2004 show moves into high gear.
“The response to our ICAST survey has been really gratifying because we've been going through a period of rebuilding for the show and all our other member services over the last few years,” said ASA President and CEO Mike Nussman. “Now that we’re on solid footing we can invest more in strategic improvements that will help exhibitors and buyers have a more valuable show. The key is to continue to host a strong trade event while enhancing the show’s vitality and appeal.”
The American Sportfishing Association contracted with Bob Delfay of Bucks Hill Management, formerly President of the National Shooting Sports Foundation and producer of the renowned SHOT Show, as a consultant to help define targeted improvements to the International Convention of Allied Sportfishing Trades, or ICAST. Delfay attended the 46th annual show, held in Las Vegas July 9-11, 2003, to meet with members of the industry and gain insights to advise ASA on its efforts. Delfay followed up with a series of focused surveys that were distributed to more than 3,000 participants.
The American Sportfishing Association received more than 500 responses from the series of surveys, tailored for exhibitors, buyers, media, and potential participants. More than half included additional comments and suggestions. Highlights of “Taking ICAST to the Next Level” include:
New Products Take the Spotlight
—Introducing new products was the main reason for exhibiting at the show, with 91 percent of exhibitor respondents indicating this was "important" or "very important." Ninety-three percent indicated the show delivered "well" or "extremely well" in this area.
— Buyers also said discovering new products was their main reason for attending ICAST, with 97 percent indicating this was "important" or "very important." Of these, 88 percent said the show delivered "well" or "extremely well" in this area.
Bringing in More Buyers
—Eighty-eight percent of exhibitor respondents indicated they were "satisfied" or "very satisfied" with the quality of buyers at the show, and nearly 70 percent were satisfied or very satisfied with the number of buyers.
—Sixty-six percent of responding buyers consider show specials on products to be "important;" however, nearly 25 percent said the show did not deliver well in presenting show specials.
Reaching Out to Retailers
—Ninety percent of exhibitor respondents said reaching new retailers was an important reason for exhibiting at ICAST; however, only 47 percent said the show delivered well in this area. More than 80 percent said ICAST would benefit from having more independent retailers in attendance. Most suggested larger independent retailers would be more likely to have sufficient staff to allow their employees to attend.
A Popular Venue for Media
—Media attendees gave ICAST very high marks, with 95 percent of respondents indicating they were "satisfied" or "very satisfied," and more than 90 percent said they would recommend ICAST to manufacturers and retailers.
Majority Prefer Current Timing and Location
—Questions about the timing and location of ICAST confirmed Las Vegas is the most popular trade show venue, where the 2004, 2005, and 2006 shows are already scheduled. Most respondents also preferred the mid-summer ICAST schedule.
"Guided by the survey results, we're creating strong incentives for buyers and working media to attend ICAST," said Nussman. "We're also involving members more in our planning and promotions, especially in reaching retailers. This keeps the industry's perspectives in the mix throughout the show production process."
ICAST 2004 will be held at the Las Vegas Convention Center, July 14-16. Booth space for the 2004 show is already 85 percent sold, with more than 100 more booths sold than the same time last year. For copies of "Taking ICAST to the Next Level" or for more information on the show, contact ASA or call 703.519.9691 x231.
The American Sportfishing Association is the leading recreational fishing trade association, uniting more than 550 members of the fishing and boating industries, state fish and wildlife agencies, federal land and water management agencies, conservation organizations, angler advocacy groups, and outdoor journalists. The American Sportfishing Association initiates and supports efforts to advance fisheries conservation, fishing opportunities, and a profitable sportfishing industry.
