FENCETECH 2023 Forecast by Mark Levin, CAE, CSP

by Mark Levin, CAE, CSP

executive vice president, Chain Link Fence Manufacturers Institute 2022 Inductee, American Fence Association Hall of Fame

FENCETECH 2023 Forecast

As we come up on the first FENCTECH in nearly four years that will not be impacted by the early signs, height, or late stages of COVID, I’m sure a lot of people are wondering, just like me: are people ready to travel again? Is Oklahoma City going to attract a big crowd? How many people should I bring to staff my booth? When it’s over, how do you determine if it was worth the money?

Here is some food for thought, as we near the event date:

Are people ready to travel again?

Recent travel statistics point toward a resurgence of post-COVID travel. Other than a couple of glaring glitches, the airlines are running at or near capacity and people are getting where they want to go. However, airline prices are approaching record highs so if the economy slips into a recession of any magnitude, that might impact the decision to travel.

My guess is the fence industry is more than ready to break out after being kept home for three years by the pandemic. As long as the airlines are still running efficiently, and prices don’t surge dramatically, I don’t think travel will deter most people.

A note of caution: I taught classes at the University of Oklahoma for 10 years. Flying into Will Rogers/OKC airport at this exact time of year. There were many days when the weather was spring-like, with students on campus playing outdoor sports and riding bikes. I’ve also hit ice storms that shut down the area for hours. It’s a tough time of year to forecast the weather in central Oklahoma.

Is Oklahoma City going to attract a big crowd?

As usual, AFA is optimistic that there will be record crowds and I believe there is a good chance that there will be a very nice turnout. AFA has a certain non-COVID base of loyal attendees.

Oklahoma City is not a short drive from any major city except Tulsa, but it is centrally located in a region where people are used to driving longer than normal distances for business and pleasure. Also, OKC has worked to upgrade its downtown visitor experience. It can’t compete with attractionfilled cities like Orlando or Las Vegas, but the AFA/Convention Center experience should be fine. There may be fewer families with children.

How many people should I bring to staff my booth?

If you are an exhibitor in 2023, this might be an ideal time to bring some of your newer people to FENCTECH. Many companies have had huge personnel changes in the past few years. FENCETECH offers a great opportunity for these new employees, many of whom have limited fence industry experience, to get a feel for the entire industry.

Talking to contractors will help these people to understand better what they face each day, dealing with other contractors, owners, and suppliers in the field.

It is also, quite frankly, a chance for new employees to help your company check out the competition. Every exhibitor is showing and promoting its best products and services. This is a great learning environment for new sales, production, marketing, and technology staffers to see what is available. I know there is a substantial cost to bring additional staff to a show like this one, but it can also be a substantial opportunity to add employees’ capabilities going forward. You may be able to charge the cost of these additional new attendees to human resources (employee retention), training and education, sales, and marketing.

When it is over, how will you determine if it was worth the money?

Another obvious change brought about by COVID was/is the ability to meet with customers, clients, suppliers, and other business partners without having to drive all day or get on a plane.

Virtual meetings have allowed companies to cut travel and sales expenses, but at the cost of lowering the quality of their firm’s true relationship building.

The key to determining the value of bringing additional people to any industry event needs to start by defining expectations of all types. Is it the number of contacts made or the number of people going through your booth? Is it the amount of future business booked, or appointments confirmed? Is it the number of marketing pieces given out or how many invitees came to your cocktail reception?

Each company will probably come up with some combination of these and other measurement criteria. The important thing is to make sure that a) everyone going to FENCETECH knows what the expectations are and b) they’ve had some input to setting these show-related goals.

Overall, I think the timing is right for a good meeting and show in OKC. I look forward to seeing you there.

As executive vice president of Chain Link Fence Manufacturers Institute for 38+ years, Mark Levin is also an author and avid promoter of the fence industry. He believes in the successful leadership qualities he promotes, including listening, delegating, consensus building, communications and effective decisionmaking.

Chain Link Fence Manufacturers Institute 10015 Old Columbia Road, Suite B215 Columbia, Maryland 21046 301-596-2583 info@chainlinkinfo.org www.chainlinkinfo.org