This Trade Show's "Biggest Fear" Was An Exhibitor Skipping A Year And Realize They Could "Succeed Without The Event"

This is a sentiment I have heard repeatedly, nicely summed up by this trade show magazine:

his biggest fear was that an exhibiting company would skip a year. That exhibitor would then have the opportunity to see if it could succeed without that event. If so, they might never return.

If that's what they are thinking (and evidently they are), it's an admission that their offering is not really adding that much value.

To be clear, I do think that exhibitions and meeting people in real life have value. The problem is the expense for exhibitors is enormous (e.g., The Hanwha Techwin Million Dollar ISC West Booth, How to Blow $200,000 On A Booth, etc.). Trade shows make huge profits and exhibitors regularly struggle with justifying the expenses involved. There's value, just that the trade show host is collecting most of the value.

****** ***** ** ********? Anyone **** ***** ** how *** ***** ** exhibitors *** ** ********?

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* ***** **** *** idea **** *** *** shows **** * *** of ***** *** *** organizer *** * ***** it *** ****** **** of * ***** ***** grab, *** * ***'* agree ********** *** **** stop ******* ** *** continue ** ** **********. Sure **** *** *** by *** * **** or *** **** ****, but *** ****** **** connection, ** **** ******** in **********, **** ***** having * ******** ****** eventually. **** ** **** a ************ ****** ******** that ** ****** ***'* know *** *** *** or **** *********** ***'* trust ***, **** ****'* going ** *** *** or **** ********. *** the **** *** ** foster **** ************ ** still **** ** ****. And **, **** *** coming ** **** ****** with * ********** **** and * *** ** doughnuts ***'* *** **** thing ** ******* ** Vegas, ** **** ***'*. I ** ***** **** have ****** *** ** hand ****** *** *** organizers *** ******* ********** at **** **** **** for ***** **** *******.

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**, **** *** ****** to **** ****** **** a ********** **** *** a *** ** ********* isn't *** **** ***** as ******* ** *****

*** ***'* ** ******? The ****** ***** **** "Hey ** ***** ** great ** **** ******** in ***** ******, *** it's ********* ********* ** travel ** ********'* **** so ***'* *** **** in * ******* ******** and ** *** **** far **** ****** *** far **** *****."

** ** *****, * agree **** *** ***** the ********** ** ******** relationships, * ** **** wondering *** **** ***'* be ******** ** ****** meetings + ***** *****.

**** *******, * **** don't ***** *** ******** for **** ************* ** to *** ** ** trade *****. *** ***** is **** ** *** much ** ***** (*.*., do *** *** * 40 * ** ** a ** * **? or ** *** *** 20 * ** ** a ** * **?).

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**'* *********. *** *'* not ********** ****** ****** aren't ********, **** ********* are, *** ***** ** something ***** ***** ***** somewhere **** *** * show. ** ***** *** out ** *** **-*** day-to-day *********** **** ********* that, ** ****** ******, is ** ******** ***********.

** *** **** ** current ******** ** ********* and *** ****** ****** it, *********** *** *** more ********** **** ****** more ***** *** * think ***** ***** *** into *** **** ********** trigger *** ****** **** interest *** **********. *** sure, ** *** **** people ***'** "**** ** a **** *****" *** hate ***** ** **** because **** **** **** their ******, *** * think *** * *** of *********, ***** ** a ******* ********** ** be *** *** *******. I've **** ****** ** places **** *** ***** to * ***** **** as * ***** *** meeting **** ****** ** being *** *** *********, and *'** ***** ***** of ****** **** *** chosen *** **** **** it **** ******* **** weren't ********** ** *****.

* **** ***** **** booth **** ** *********, but ** **** ** there *** ***** ************ who *** ******* ** pay ********** **** ** be ****** ***** ** front **** * **** booth *** ********** **** keep ******** *** ****. I **** ** **** interested ** *** *** the **** **** ***** back ***** *** ******** because ** *** ******, it ** ********* *** weakest *** *** *** people *** **** ****** to **** *** ********** to ** **** ******* to ***** *** ***** at.

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*********** *** *** **** satisfying **** ****** **** stuff *** * ***** trade ***** *** **** the **** ********** ******* and ****** **** ******** and **********

*******, ****'* **** *** OP **** ***********, *.*.:

  • Add ********* ******. ****** ************ **** element ** ****-******* ** some ******, *** *** point ** ** **** taken. “****** ***'* **** to ** ** *** trade **** ** **** the *** ** **** company,” ** ****. ****** big-name ******** *** ************—******, TV *************, ***********, ***.—******* FOMO **** ***** ** enough ** *** *** scales ** ********* **-****** over *********.
  • Make ** ***** *** *********.********** *** ********* *********** are ********* **** * computer ******, *** **** if ********* *** ***** feels **** **** * party? ** ******** *********** evening ***-********* ** ********* bars *** ***** ****** that **** ****** *** mingling ** * ***** other *****.

*** **** **** **** floor - ******* ****** and **** ***** **** sponsored ** *****?

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*** **** **** ** all ** ****, ** course, ** *** ***** babes, *** ******* ***** to *** ***** **** paid *** ** **** rep ***. *'* **** to ***** *** ******** is ******** ** **** past *** **** ** being ********** ********, *** I'm *** **** ****** to ***** ** *** fully ****** ***** ***. I've **** ****** **** enough ** ******** *** bad *** **** **** even ***** ******** **** that *** **** ******** off **** * **** will ** **** ********.

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* ***** **'* **** to ********** ****** *** forms ** ***** *****.

*** ******** ******** *****, I **** ********** **** that *** *****-********* ******** they **** ***** ** recruit **** **** **** miss **** ***. **** is *** * ***** where *********-**** ****** *** going ** ** ******** to **** * *** of ******** ***** *** advice ** *****.

* ** ***** ***** can ** * **** aspect, *** ** ** more ***** ****** ** early ***** ** ********* lesser-known ******* ** ******* and ***** **** ** ask ******** *********, ** informed, *** *** **** to ***** ****** ******** in **** ***.

******* *** **** * keynote ****** ** ***, but *** ***** ****** (IMO). ****** **** ***** be ********* **** ***** analytics ** ********* ****** control ***** ** **** transformational *** * ******** person (*****, ***).

*** * *** **** of ****, ****** **** hang *** ** *** Ring ***** ** ******** significant.

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“******** *** ********** ** as ******* ** ******* as ********** ** *** field,” **** ***** *****. “I’m ***** ** ***** beside **** ********** ******** and *** ******* ** advance ******** ********. ****** do *** *** ** to **** **** **** badge." - **** ****

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**** **** *** **** how ** ***** ***** on ********* ********.

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* ***** **** ***** is ***** *** *** attendees ** *** *** nice ****** ***** ******* how *** ******** ****** look *** ****. **** you *** ** * conference **** ** *** dealer's ******, *** *** them ******** ****** **, etc. **** ** * different **********.. **** *** valuable.

* ** **** *** BICSI & *** *** does ** ***** **** focus ** *********** ******** or ******** *** *************.

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* ***** ** ********, the ********** ***** *** the ***** ******** ******** industry ** **** ***** are *** ***** *****, ASIS & ***, **** with *** *** ***** options *********, ** **** only **** * ****** major ****.

********** *** ******* ** be **** *** ***-****/*********** and *** *** ******* and ******* ********, *** they *** ****** ********* now ** ***** ** trade **** ***** ********** and ******** (**** ********* has **** ********* ********, etc).

** **** **** ** merge, * ***** **** would ** **** ** a ******* *****. *** yearly **** **** **** value, **** **** ** an ******** *****.

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*********** *****. ******* **** is **** *** *** of ******* ***** **** prove ** ** * dismal *******. * **** spoken ** ****** ********* a ******* ** ******* events, *** ***** *** of **** ********* **** they *** ******, ******* and ***** ***** ****** the *****, *** ****** a *** ** *** content. * **** **** not **** **** ** the *** ** ********** statistics *** ******* ******...*** just *** **** ****** in, *** *** ****** of ****, ****** ** questions **** *********, ***** generated, *** *** **** follow ** ****** **** performed ** ******** *****.

**** ** ** ***, face ** **** ***** require * ********** ** time *** ***** *** both *** ********** *** attendees. **** ** ******** arrives, ***** ** * commitment ** ***** **** to *** *****, *** routine ******** ************** **** be ******** ** *******.

*** ***** ***** **, of ******, *** ****** of *** ************** ******* the ******* ******** *** the ******* *********. ** a **** ** *** used ** ***** **** a *****, ******** ******, listening ** ***** ************* and **** ** *** a *** ** *********. In *** ******* **** experience, *** ************** ** mostly *** ***...**** ** presentation *** ****** *********** to *** *********. **** of ** **** ******** experienced *** ********* ***** we ********* ***** *** hand ** ** * chat *****, **** ** never *** ************ ** the **** ******** ** unanswered.

* ** ***** ** attend * ************** **** virtual ***** **** ********* rehearsal. ** ****** *******, we *** **** **** virtual ********* **** ******** in ******* (****** *********** here), *** **** ****** an "******" ** ***** to ******** ******** ** booth ********** (** **** of ******* * *****). The **** ** ** emulate * **** *****, where ********* *** *** lots ** ********* *** get ********* *********. * am ******* ** ** how **** **** *** bother **** **** ****, and ****** *********** ** with **** ****** ******** exposure.

*******, ** *** ******* out, ***** **************** ** *** **********, but *** ***** **** of *** ******** ** what ** ***** **** with *** *****. * am ******** ** * large ******** **** (*** security, *** ***** *******), and * **** ****** to *** *****. **** of *** ***** *** needed *** ****** ******* of ********* ***** *** expenses **** ** ********** to ***** ******* ****** displays, ****** *** ************.

***** *****, **** **** and *******, *** * business, *** ** **** need ** ****** ** survive. *** ***** ******* are **** ** ***** there *** ** ******.

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*********** *****. ******* **** is **** *** *** of ******* ***** **** prove ** ** * dismal *******. * **** spoken ** ****** ********* a ******* ** ******* events, *** ***** *** of **** ********* **** they *** ******, ******* and ***** ***** ****** the *****, *** ****** a *** ** *** content. * **** **** not **** **** ** the *** ** ********** statistics *** ******* ******...*** just *** **** ****** in, *** *** ****** of ****, ****** ** questions **** *********, ***** generated, *** *** **** follow ** ****** **** performed ** ******** *****.

* **** **** ***** to ** * ********* at * ****** ** virtual ******, *** * have ***** ******* ** duck *** ** ***** single ***.

****** *** ** ***** calls ** ******* ****** me ** ******* ** use ** **********. * now ********* *** ** presentations *** **** ** Teams ** **** **** 1) ** ***** ** possible *** *) ***** relevant ** *** ******** (which ***** * *** of **** ********* *** it's ****** **** ******** into *** ***** ***** your ******** ****** ********).

* ***'* ******* *** to ** **** *** a ******* ***** ****, because * ***'* ** able ** ******** *** audience ** *******, ** I ***'* ******** ******* trade ***** ** ** worth ** ****.

* ***** **** ********** metrics ***** ** *******, but ** ***** ******'* entice ** **** ***** a ******* ***** **** unless ******** ******* ** Management.

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****** *** ** ***** calls ** ******* ****** me ** ******* ** use ** **********. * now ********* *** ** presentations *** **** ** Teams

****'* *** ******* ** have **** **** ********** on **** *****. ***** a ****** **** ** use ***** *** **** decks **** **** ***** normally ** ** ******. A ********* ***** **** leisure / ********* ** people ***** ***** **** to ****. ** * presenter *****, *** ****** can ****** ****** **** to **** ***** ****** so *** ********** ** be **** ******* *** engaging.

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**** **** *** **** this **** *****.** ***** ***** **** suuuucked ** **** ** I ****'* ********** **.

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***** **** **** *** really ***** ** **** to ***** ***** ****** dramatically ** *** ********* exhibiting *****

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***** ***** ****** ************

* **** *** ***** that ** *** *** if * ** ******* that *** ****** *** getting *********, ****** *****.

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**** ****** **** ** aware, *** * ***** they **** **** ** if **** **** ** keep ******** ** *** trade *****. ***** ****** is ***********, *** ***** price ***** *** ****. Doesnt **** ***** ** any *********** *****.

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* ***** **** **** have ** ** **** want ** **** ******** in *** ***** *****.

*** ****** **** ** what ** ** ***** existing *********. ** **** give ********* ** *** exhibitors ** **** ****, do **** **** *** same ********* ** *** people *** *** ******* over ******** ******* ***** ***? ******** says *** *** **** they ***** ** ****** up **** **** *******, not **** **** ***** solution **** **.

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** ** **** **, yes * ***** ** that. ** * ****** of ****, * ***** simply ****** **** **** as * ********* ****. This **** ***** **** to ** * ******** strategy. ******** * ****** bit ** *** **** strategy **** **** ** well.

** **** **** ***** be ** *** ** many ********** ** ******* at *** *****. * think *** **** ** do **** *********, *** may **** **** ********* irrelevant ** **********. ****** short **** **** ** ensure **** **** *************

*** ******** *******: *** they ******* * **** and *** *** ** a **** *** **** sustain?

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*** **** ******* * loss *** *** *** of * **** *** they *******?

**** (*** ****) ****** money. ****'* ****** ********** business *** $*.** ******* in ********* ******** $*** ******* ******, a ****** **% *** margin.

**** ****, **** **** down:

***********, ***** ********* *** 5% ** ******* ** 2020, *** **** ******** significantly ** *** *****-** pandemic, **** ******* ** £362m, **** **%, *** an ******** ********* **** of £**** (£**** ******).

*** **** ** * catastrophic ****, ***** **** loss *** ***** ** just **** ** ****'* profits.

**** ** * *** more **********.

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* ***** * *** of *** ******** **** are ****** ******* ** one ***** **** **** exorbitant ******...

*** *** ***** ***** are **** *********, *** some ********** **** **** refunds ** **** **** option *** ****'* **** exhibitors ** *******.

***** *** *** **** a ********* ******** ** you *** *****. *** basically * * *** project, *** ******* ** which ** ******** ** sustain * ******* (******** +operating ******** + **** profit ) *** *** whole ****.

********** : * **** in *** ****** ********

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*** *** ***** ***** are **** *********, *** some ********** **** **** refunds ** **** **** option *** ****'* **** exhibitors ** *******.

***, **** ** ****. But *** **** *** significant ***** ** *** North ******** ******** ***** show ****** ***, *** better ** *****, **** decided ** ***** ** here.

*******:******** ** *** ****: Reed *** *** **** Manufacturers,************* ** ******* '*** West' **** *** ********* ISC **** ****

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***** ***** *** ** escape **** *** ****. An *********** ** *** away **** *** ******/****, visit ** ********** *** exciting ****** **** ****** of ************* ** **** in ******* *** *****, and *** **** ****** provides **** ** * party ********** ** ** industry ********. *'** **** to **** ***** ***** in * ********* ******** and **'* ****** ***-********* to *** *** **** booths, *** ***** *** glamour ** *******, *** the ********** ** ****** new **** (******** ***'** in *** ******** ******* it's ********* **** ********* you). *******, **** *** not*********.

* ** ***** **** the ***** *** ********** are ******** **********. * thought *** ***** **** we *** *** * couple ** ***** *** pricey (*****, ********* ********), then * ****** **** and *** ******* ** hear **** *** ********** are ******. **** ***** demonstrating **** ***** ***** are *** * ********* for * ********'* ******* I **** **** ********** will **** ** **** the ******* ******* *** likely **** ** ** end *** ** ****** their *** ******** **** need ** ***** ******** space *** *** **** reasonable ******, ******* ****** that's *** **** *****. There *** **** *** value-adds ***** **** **** marketing **** *** ** which, ** ******, ** only *** ***** *** show.

******** *'* **** ** know **** ***** ******* are. * **** ***** space ***'* ***** *** planning ***** ****** **** this ** ************ ******* and ******** * *** of **** *** ********. However ***** **** *** event *'** ******** ****** ISC *** ** *** exact **** ***** *** my ***** *** *** cheaper **** ** *** one, * ******* ******* at *** ** ******** all *** *** ** the ****.

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