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EXHIBITORSUCCESSMANUALA Guide for Successfully Maximizing &Managing Your Convention Experience2022 CONVENTION 50TH ANNIVERSARYLAS VEGAS, NEVADABrought to you by the Exhibitor Advisory Group,a committee of seasoned fellow convention exhibitors.
Copyright Notice 2021 Safari Club International. All Rights Reserved. All material appearing on the SCI Exhibitor Success Manual (“content”)is protected by copyright under U.S. Copyright laws and is the sole and exclusive property of Safari Club International. Youmay not copy, reproduce, distribute, publish, display, perform, modify, create derivative works, transmit, sell or offer for sale,use, or in any way exploit any such content—without prior written permission of Safari Club International.
T ableofContentsTA B L E O F CO N T E N T SFOREWORD. 7Message from Exhibitors Advisory Group Chair. 7Message from Safari Club International. 8INTRODUCTION. 9What is the Exhibitor Success Manual, & Why Should You Care?. 9How to Use this Manual & Make the Mostof Your Convention Marketing Experience. 10YOUR EXHIBITOR ADVISORY GROUP. 12IMPORTANT CONTACTS. 15IMPORTANT DATES. 17By Calendar. 17By Category. 18PART I: BEFORE THE CONVENTION. 19The Biggest Mistake You Can Make: Hope for the Best. 21Pre-Convention Checklist. 21ALL ABOUT YOUR BOOTH. 23Designing & Preparing Your Booth. 23CheckList.23Tips & Advice.23Timely planning. 23Booth Policies. 23Presentation. 24Think traffic flow. 24Walk it through. 24Access to Electricity. 25PRE-SHOW MARKETING. 25Checklist. 25Tips & Advice. 26When to Start Marketing.26Submit Your Online Company Profile to SCI Immediately. 26Marketing on a Budget.27Work Your Own List.27Incentivize Visitors to Your Booth.28Messaging.28Plan Ahead for Marketing During the Convention.29Packing the Convention Aisles is Everyone’s Concern.29Helping Increase Attendance to theConvention Is a Win/Win For Everyone.30Marketing Advice from the EAG.31
T ableofContentsPre-Convention Marketing Sets You Up for a Successful Convention.31How to Get the Word Out: Tell the Worldto Meet you at the Convention.31A Marketing Idea You May Never Have Considered:Promote Your Donation Ahead of the Convention.34HOTELS & TRAVEL. 34Hotels offering exhibitor discount rates. 34SCI EXHIBITOR PORTAL. 35What is the SCI Exhibitor Portal?. 35What You Can Do in the Exhibitor Portal. 35How Do You Access the Exhibitor Portal?. 35Make Payments Using the Portal. 35Submit Your Donation. 36Marketing to the Convention Website & App Users. 36How Worthwhile Are theConvention Advertising Packages?. 37GES EXHIBITOR SERVICES. 38What is GES?. 38What GES Can Do for You. 38Booth Furnishings Rental.39Shipping Drayage & Material Handling:Everything About Shipping, Move-in/out.39Labor & Equipment.40Hanging Signs/Rigging.40Additional Show Services: Mandalay Bay Exhibitor Services. 40Food & Beverage Policy.40Technical Services.40Booth Cleaning Services.40FedEx Office Services—Printing & Shipping Services.40Exhibitor Appointed Contractors (EACs) & Third Parties.41Regulations & Guidelines.41MANNING YOUR BOOTH & ORDERING BADGES. 41DONATIONS & AUCTIONS. 43Why Donate?. 43How the Donation Program Works. 43Maximize the Return on Your Donation. 44Donations & the Priority Points System. 47How to Earn Priority Points.47PART II: DURING THE CONVENTION. 49IMPORTANT EVENTS & NETWORKING OPPORTUNITIES. 51Exhibitors’ Reception/Welcome Party. 51
T ableofContentsEarly Morning Coffee & Pastry for Exhibitors. 52Exhibitor Lounge. 52SCI Events. 52ALL ABOUT YOUR BOOTH. 53Where to Get Help. 53Etiquette. 53Setup & Teardown. 53MOVE-IN & MOVE-OUT. 54Managing the Chaos. 54At the Marshaling Yard. 55Final Caveat. 55Where to Get Help. 55MARKETING: SELLING YOURSELF & YOURSERVICES/PRODUCTS AT CONVENTION. 56Maximizing Marketing Efforts. 56Start Early.56First impressions.56No Alcohol During Convention Hours.57Engage Prospects.57Be present!.57Minimize Distractions in Your Booth.581,000 Times the Same Question.58Keep a Convention Journal.58Entice Engagement.59Do This to Boost Sales in Your Booth.60Security: Theft, Safety, Espionage. 60Security Services.60Preventing Theft.61Safety.61Espionage by Anti-Hunters.61Suitcasing. 62PART III: AFTER THE CONVENTION. 65ALL ABOUT YOUR BOOTH. 67Reserve for Next Year. 67Teardown. 67Avoid Biological Issues. 67Shipping/Storage. 67POST-CONVENTION MARKETING. 68Client Follow-Up. 68FUTURE SCI CONVENTIONS. 69
T ableofContentsPART IV: SCI — WHAT YOU DON’T KNOW,THOUGHT YOU KNEW, & NEED TO KNOW. 71WHAT SCI CAN DO FOR YOUR BUSINESS & YOUR CLIENTS. 73Who is SCI?. 73What is SCI’s Mission and Purpose?.73Who is SCIF?. 73What is the SCIF Mission?.74WHAT DOES SCI/SCIF DO WITH THE MONEYIT RAISES FROM OUR DONATIONS?. 74Pillar I: Advocacy. 74An Advocacy Team Based in Washington, DC.75Hunter Advocacy Action Center.76Political Action Committee (SCI-PAC).76Hunter Action Fund (HAF).76Pillar II: Conservation. 77SCIF’s Conservation Department.77SCIF Exhibitor Program.78SCIF Education Programs.80SCIF Humanitarian Programs.80SCIF Sables: First for Education.81Pillar III: Convention. 82The Ultimate Hunter’s Market : SCI Mission Critical.82Pillar IV: Membership. 83Membership Levels.83What are the Benefits of Membership to SCI?.83Publications & Communications.83Hunter Information Service.84Member Rewards Program.84How You Can Earn Free Advertising.84Travel Assistance Hotline.85Access to Exclusive Insurance Discounts.85Guns. 85Guides & Outfitters Protection. 85Trophies. 85SCI Record Book.85Guide & Outfitter Record Book Program. 86Additional Guide/Outfitter Discounts. 87SCI Measuring Program Resources. 87SCI Hunt Report Program.87Awards Program.87SCI Chapters.88Notes. 90
ForewordFOREWORDMESSAGE FROM EXHIBITORS ADVISORY GROUP CHAIRA Guidebook from Seasoned Exhibitors for Fellow Exhibitors2022 will be my 20th year exhibiting at the SCI Convention. Over the past twodecades, I have learned how SCI works and how to take advantage of whatSCI offers for the good of my business and our industry. I and the rest ofthe EAG would like to help you and other exhibitors get the most out of yourSCI Convention experience too. To accomplish that, the EAG worked with SCIto create this Exhibitor Success Manual. We ask that you take the time toread it over from front to back. There’s a lot of great information about theconvention here—information that could completely change your conventionexperiences.ŃWhether this is your first time exhibiting at the SCI Convention oryour 20th, this guide will improve your experience. — EAGEAG members are a group of longtime exhibitors, and even we picked upmany new ideas and tips while working together on this manual. Whetheryou’re a first-time exhibitor or a 20-year veteran like me, this book will helpyou improve your success at the show, with your donations, and with yourmarketing. The SCI Annual Convention is a convention like no other, withendless opportunities for exhibitors. You just need to know how to takeadvantage of them. That’s what this manual is for.In addition to that, this book will answer many questions you may have aboutSCI and what it does. You may even be surprised by a few things. SCI really isan incredible organization and is absolutely committed to protecting hunters’rights, which means it is also protecting our businesses.The EAG is a group of dedicated SCI Exhibitors who volunteer their time tobring ideas and suggestions to SCI and to liaise with Exhibitors. This ExhibitorSuccess Manual is an example of the commitment EAG members have to SCI’sExhibitor body and to SCI. This is a perfect example of Exhibitors looking afterExhibitors with the support of SCI. We hope you find this manual helpful, andwe welcome any ideas you might have for the next edition.I would like to thank all the EAG members for their dedication and timeserving on this committee. See you at the convention.Regards,2022 CONVENTIONShane BlackPresident & CEOCanada North 7100www.canadanorthoutfitting.com7
ForewordMESSAGE FROM SAFARI CLUB INTERNATIONALYour convention success is SCI’s success, and without our exhibitors, thereis no convention. It may not have been said enough in the past, but we aremaking sure it is said now—thank you for being a part of the SCI Convention.Thank you for being a member of our team. And thank you for your generoussupport! We cannot do what we do without you.We ask a lot of you as Exhibitors because it takes effort and resources todefend hunting, and we all depend on hunting for our businesses. Hunting isunder attack more than ever before, with attempts to ban the movement ofall trophies both internationally and domestically. The anti-hunters get moreinnovative every day, and we must be able to respond quickly and effectively.Your donations to SCI are a keystone in our advocacy efforts. Without yoursupport, we simply cannot do the job.But we know that a convention’s primary purpose for you is to do business; it’sa place for you to sell your goods and services. So, we want you to know thatour number one convention goal is to increase show attendance so that we—SCI and our Exhibitors—have the most successful convention in SCI history,one befitting our 50th anniversary. The SCI Convention team has focusedon increasing qualified attendance on the show floor, marketing differently,and developing unique ways to grow membership and attendance at theconvention.Additionally, we want you to take advantage of every opportunity theconvention offers to get your product and service to SCI members. That’swhere this manual comes in and why we have worked with the ExhibitorAdvisory Group to produce it. We believe it will help you to leverage allaspects of the convention for your greatest marketing success. Together—SCIand you—we can make this an epic convention.Thank you, and we look forward to seeing all of you in Las Vegas!Laird HamberlinCEO8Sven LindquistPresidentJeff MeyerlSCI Convention ChairSCI EXHIBITOR SUCCESS MANUAL
IntroductionI N T R O D U CT I O NWHAT IS THE EXHIBITOR SUCCESS MANUAL,& WHY SHOULD YOU CARE?Exhibiting at the SCI Convention takes a lot of time, energy and money.In return, you want to get as many sales and as much exposure for yourbusiness as possible without added stress, confusion or frustration.As fellow exhibitors, the Exhibitor Advisory Group (EAG) understands and hascreated this guide to give you the information you need to navigate this show aseasily as possible so that you can focus on selling your goods and services to the30,000 hunters and outdoor enthusiasts that attend SCI’s Annual Convention.ŃThere’s something for everyone in this manual. Use it to becomean even more successful exhibitor. — EAGIn these pages, we put the details you need at your fingertips in an easy-to-findformat, including: Important dates and contact numbers Booth placement info and design tips Marketing advice pre-, during and post-convention Understanding and making the SCI system work for you Engaging prospects at the show Networking opportunities during the convention Navigating move-in and move-out What SCI does with your money to support your business How to keep selling to prospects post-conventionIf the details are not listed here, we’ll tell you exactly where to find them, whoto contact and how.SThe only knowledge that can hurt you is the knowledge you don’t have. As you flip through the guide, you’ll find specially written advice from EAGmembers who have experienced success handling logistics, marketing,donations, and other facets of the show. They provide proven tips to help youenhance your success, warn you about possible pitfalls, and advise how toavoid them.You will also notice icons and notations throughout the book alerting you tocontact information, important deadlines, procedures and events. Be sure tonote them so you don’t miss anything.We hope you find this manual an indispensable tool to prepare, navigate andexperience your most successful SCI Convention!2022 CONVENTION9
IntroductionHelp Us ImproveThis is the first edition of the Exhibitor Success Manual, and as you use thisguide, you may find points that could be improved upon or were omitted.Since the purpose of this guide is to support and assist you, your feedback onimproving the content is incredibly valuable.S You will receive a survey after the convention giving you the opportunity toThe road to success is always u nder co nstructio n.provide input on how we can improve this guide for the 2023 convention.Please commit a few minutes to answer the survey questions so we cancontinue to improve your convention experience. Also, if you haven’t read the2019/2020 Exhibitors’ Survey, you can access it and SCI’s response ponse/?s jzecfpsnm9014ooia7wxHRemember, this guide is for exhibitors by exhibitors!— Dave Fyfe, EAG MemberHOW TO USE THIS MANUAL & MAKE THE MOSTOF YOUR CONVENTION MARKETING EXPERIENCEThis guide will also be available digitally at the Exhibitor Portal showsci.org/exhibitors and the GES website ordering.ges.com/011602246 afterNovember 1. The digital version will include links to both sites, putting specificinformation literally at your fingertips. Be sure to save the digital version onyour computer and your phone where you can quickly access it.You will also receive alerts to your phone with upcoming deadlines and urgentreminders. Keep an eye out for those messages and take a moment to lookthem over. They might just save you time, money, and stress! Make sureyou submit your contact information through the Exhibitor Portal to receiveupdates and messages.Throughout this book, you will find checklists, ideas for your booth andconvention marketing, networking suggestions to expand your reach, andother advice to increase your success at the SCI Convention.10SCI EXHIBITOR SUCCESS MANUAL
IëntroductionE A G TI P : Make your own checklists or jot down ideas in the Notessection at the back of this book.How to find what you need:This book is divided into four (4) Parts, which have been tabbed:Part I: Before Convention Planning, Your Booth, Marketing, ExhibitorPortal, Exhibitor Services, Donations, PointsPart II: During Convention Exhibitor Events, Exhibitor Services, YourBooth, Move-in and Move-out, Marketing and Sales, SecurityPart III: After Convention Your Booth, Follow-up Marketing, NextConventionPart IV: About SCI What SCI and SCIF do with the money you help raise,Advocacy, Conservation, Convention, MembershipParts I, II, and III cover what you need to know and do at each stage of theconvention. Things related to your booth—from acquiring a booth to shippingit back home—are under Everything You Need to Know About Your Booth.Each section also covers Marketing your booth or company and your donation,all with the purpose of improving your convention experience and ultimatesuccess.Part IV on SCI is designed to help youunderstand the SCI organization, how itbenefits your business and your clients,and how you can get the most out of it.This section is organized according toSCI’s Four Pillars:I. AdvocacyII. ConservationIII. ConventionIV. MembershipIf you want to know what SCI doeswith the money raised through yourdonations and how it serves itsmembers and the outdoor industry, thissection will answer those questions.We bet you’ll even learn about thingsyou did not know SCI does.ŃNo matter what you think you know about SCI, this section willpleasantly surprise. — EAG2022 CONVENTION11
IntroductionYOUR EXHIBITOR ADVISORY GROUPThe Exhibitor Advisory Group (EAG) establishes and enhances communication betweenthe SCI Convention Committee and the exhibitors. They solicit feedback, ideas, andimprovement proposals from fellow exhibitors about their convention experiences.The EAG then distills this information and presents it to SCI to collaborate on waysto enhance and improve the convention proceedings. EAG members have decades ofexhibitor knowledge. Combined with SCI’s professional team, they help produce theworld’s Ultimate Sportsmen’s Market.The Exhibitor Success Manual is a product of feedback from exhibitors like you and acollaborative effort with SCI staff dedicated to making this event a success for allinvolved. Contact the EAG at eag@safariclub.orgJOHN ABRAHAM, Madubula SafarisJohn Abraham was born and raised in South Africa, where hegrew up with the Zulu people. Passionate about hunting, heestablished Madubula Safaris in 1990 and has grown it into oneof Africa’s premier safari companies.In 2007 John received the SCI International Professional Hunterof the Year award. Madubula Safaris PH’s have been awardedthe Uncle Stevie Professional Hunter of the Year award noless than five times. John has outfitted and guided hunts for 30years in Ethiopia, Uganda, Zambia, Namibia, Botswana, Mozambique and South Africa.In 2019 John started MJM Genetic Diversity to promote and ensure wildlife preservationand its genetic diversity worldwide.SHANE BLACK, Canada North OutfittingShane Black is president and CEO of Canada North Outfitting.He began hunting and trapping with his father in thewilderness of Northern British Columbia, and, by age 11, hewas passionate about the outdoors. He learned the history ofguiding from indigenous people and knew he would pursue acareer in the hunting industry.Shane operates solely in the Arctic and is completelycommitted to Nunavut and the Inuit People. His goal is toensure future generations enjoy wildlife in a healthy environment. Shane’s dedication isseen in his community involvement throughout Nunavut, his involvement with SCI, takingon the role as Chair of the EAG, along with his advocacy for respectful social media.Shane was awarded SCI NA Professional Hunter of the Year 2017.JASON EVANS, The Blaser Group USAJason Evans is Chief Executive Officer for The Blaser GroupUSA. He brings over 25 years of experience in the firearmsindustry. Blaser Group USA is the official US importer for iconicGerman firearms brands Blaser, Mauser and J.P. Sauer; Englishgunmaker John Rigby & Co.; Liemke Thermal and Minox optics.Blaser Group USA, established in 2006, has been a majorexhibitor and supporter of SCI since its inception. Today theBlaser Group’s industry-leading product portfolio includesstraight-pull and traditional bolt-actions, break action rifles, and over-and-undershotguns designed specifically for game hunters and competitive target shooters.12SCI EXHIBITOR SUCCESS MANUAL
IntroductionDAVE FYFE, North Island Guide OutfittersBorn and raised on Vancouver Island, BC, Dave’s entering his65th year of living in one of the most beautiful and uniqueplaces on earth. Based on the North Island, his family-runbusiness has been a long-time supporter, member, andexhibitor with SCI. His outfitting company has offered huntingand fishing trips to the island for over three decades, andthree generations of family members represent the guiding
you’re a first-time exhibitor or a 20-year veteran like me, this book will help you improve your success at the show, with your donations, and with your marketing. The SCI Annual Convention is a convention like no other, with endless opportunities for exhibitors. You just need to know h
