Trade shows are working harder

Posted on April 12, 2006 by Dave J.

Our company’s spree of trade shows are done. Just two more this year. I’ve been impressed with some of the show promoter’s attempts at making their events more worthwhile or just plain easier. Here are a list of some things I’ve noticed:

  • New SmartBooth programs that help you connect with attendees. I’ve written about it here before, but now I have actually used it. At the very least, it allows you to filter the attendee list and get a feel for how many visitors are actually in your target.
  • Show giant Freeman has an integrated event management website that actually makes you feel like you are managing your shows. It has a little way to go yet (try to find where to reserve a forklift), but it is so much better than other shows that have 25 links to different PDF files.
  • The last show I was at put round tables at junctures in the aisles. These were a nice convenience to attendees who I saw rearranging their bags, reading materials, or sipping their coffees.
  • One major show included carpet, lead retrevial,, a power outlet, a table, and two chairs all in the base price. Just saving me from having to reserve all those was a blessing.

I want to continue to rant against candy bowls in booths. Even a giant like GE had mini Starlite mints in a bowl. Get real quality candy, please!!! And component people, why not give away samples instead? But more about that later.

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  • Aaron

    I swear sometimes I read your posts a wonder where you have the hidden camera.I think tradeshows are on the brink of a major paradigm shift.I don’t know about you but the shows we hit are a shadow of their former selves and are often the residual of three or four shows combined. And in my opinion, attendees are savvier, exhibitors are thriftier and the general demeanor just seems jaded. That’s an up hill climb for tradeshow organizers to fight.Traditional tradeshows are just like traditional marketing, a dying breed. It appears that some of these organizers are finally getting out of 1975 and are now realizing the tradeshow of 2006+ is different.

  • Aaron

    I swear sometimes I read your posts a wonder where you have the hidden camera.I think tradeshows are on the brink of a major paradigm shift.I don’t know about you but the shows we hit are a shadow of their former selves and are often the residual of three or four shows combined. And in my opinion, attendees are savvier, exhibitors are thriftier and the general demeanor just seems jaded. That’s an up hill climb for tradeshow organizers to fight.Traditional tradeshows are just like traditional marketing, a dying breed. It appears that some of these organizers are finally getting out of 1975 and are now realizing the tradeshow of 2006+ is different.

  • Aaron

    Oh and I forgot the most important point. I agree, get some good candy! :)

  • Aaron

    Oh and I forgot the most important point. I agree, get some good candy! :)

  • Evan D. Owen

    I would agree and disagree with what aaron said. Yes, trade shows are on the brink of a shift, but aren’t all businesses? We all struggle to effectively use technology to connect buyers and sellers, but the physical presence will never be replaced by the technological presence. My company sells trade show products and since 9/11 business has gotten better every year.IMO, exhibitors and attendees are struggling with these new technological ways of connecting with each other, but it’s really up to the exhibitor to make it happen. A great company that can assist with these technologies is Fish Software – http://www.fishsoftware.com/ – I won’t go into details, but they use RFID and Pocket PC’s to notify sales people when hot prospects are right around the corner. They can also have the RFID tag automatically que up welcome messages on TV’s and Computers targeting the pre-qualified buyer. This is how you make the trade show of 2006+ work for you.BTW – the only candy in the booth should be mints – bad breath doesn’t really help…

  • Evan D. Owen

    I would agree and disagree with what aaron said. Yes, trade shows are on the brink of a shift, but aren’t all businesses? We all struggle to effectively use technology to connect buyers and sellers, but the physical presence will never be replaced by the technological presence. My company sells trade show products and since 9/11 business has gotten better every year.IMO, exhibitors and attendees are struggling with these new technological ways of connecting with each other, but it’s really up to the exhibitor to make it happen. A great company that can assist with these technologies is Fish Software – http://www.fishsoftware.com/ – I won’t go into details, but they use RFID and Pocket PC’s to notify sales people when hot prospects are right around the corner. They can also have the RFID tag automatically que up welcome messages on TV’s and Computers targeting the pre-qualified buyer. This is how you make the trade show of 2006+ work for you.BTW – the only candy in the booth should be mints – bad breath doesn’t really help…