How to Blow $200,000 On A Booth (IDIS)

Author: John Honovich, Published on Mar 26, 2015

The industry has more than doubled in size in the past 10 years yet trade shows are struggling to get the attendance numbers they once achieved a decade ago.

But one manufacturer is betting big that a mega booth at ISC West 2015 is going to make them a 'game changer'.

In this note, we examine their flawed approach.

*** ******** *** **** **** ******* ** **** ** *** past ** ***** *** ***** ***** *** ********** ** *** the ********** ******* **** **** ******** * ****** ***.

*** *** ************ ** ******* *** **** * **** ***** at *** **** **** ** ***** ** **** **** * 'game *******'.

** **** ****, ** ******* ***** ****** ********.

[***************]

****

*** ******** ** *** **** ********* *** ****'* * *** **** ** *** ******* ***** there.

***********, **** **** ****** *** ** *** ** ******* ****** at *** **** ****, **** ** ****, *****, ***** *** twice *** **** ** *******, ** ***** ** ******** ********:

**** *** * ******** ***** (**' * **'). ** ********, a******** ***** **** $***,*** **** ******* ****'* *** *** ***** *****, *** *** ***** ******, the ****** ** ****** ** ***** **, *** **** ** send ** *** *** ** **, ***.

**** *********:

“** *** **** ** ****** ** * ****-******* ** *** industry. **** *** **** *** ******** ****** ** ****. **’** going ** ** ******** … ******* **** ** ****** **** the *****. **** ** ***** **** ** ********** ****** **** our ************ ** *****.”

********

********** ** ***** *******, **** ** ********* *******, **** *** the *********** ********** ** *** **** ** *** **** ********* group. **** **** ***** **** ******** ** *** ** ******, so **** **** *********** ** ****** *********. ******* ********* *** brand ***********, **** ** *** ***** ** * **** *****?

**** ****** *** **** ***** *********. **** *** **** * ****** *** but (*) **** **** **** ** *********, (*) ***** **** brand *********** *** (*) ****** ****** ** ***** ********.

**** ***** **** ***** $***,*** ****** *** ******** **** ** advertising ** ****** ********* ** ******** *** ** ****** *** integrators ***** ** *** **** ***. *** **** *****, **** could **** ********* ***** ******** ************ ******** ** ***** ****** media ******* *** ******.

Avigilon ***

**'* *** *** **** ** *** ***** **** ******, **'* how ****** *** ***** **.

****************'* **** **** *****, ***** ** **** ****** ***** *****. ** *** **% smaller **** ****', *** ******* ** *** ***** **** *** Avigilon's ****** ******** / ******* ****, *** ****** *** *** time. **** ******* ********* ***** -* ****** ***** ** ****** **** * *** *****, ******* ** ****** ******* ******** / ********.

Empty ***** ******

**** ***** *** ********** ****** **** *** ****** *** ** to ****, *****, ******* ****** ** **, **** **** ** and ***, "*** ** **** ******* **** ******* **** *** empty *****?"

***, ******* *** ****** *** **** ******* ******** ************ ********* *** *** **** ******* ***** ********.

Comments (59)

**********: * **** ***** ****** **** **** **** ***** *** most ********* **** ******** ***** ******* **. ****'** **** * big ****** *******...**** ** **** * ****** **.

*** **** ***** * **** ** **** **** ** *** OEM *********** ** ******* ***** ****. **** ***** ****** *** higher **** ***** (******* ****** ************, *** **** ****** ******** than ****) **** ************ * *** ** *** **** *** it's ****** ******* ** *** ******* **** * ***** *****.

*** *** **** "*****" **** *** **** ** *** ******* from ********

**'* **** ** ****, *** ******** *********** **. *** ** you **** ** ** **** ***** *** **** *** ******** money ** ********* ** *** ********* ***********, ***** ********* *** recognition. ******* ** ***** *** ****, * *** ******* *** competent (*******) ******** **** **** *** ************* ********** ***** **** through *********. *** ******* ** * ******* ****** ** ****** knows *** ***** ****** *** **** * *** ** *****--********* in ***** ** *** ***** ******. ** ******* ***** **** right **** ** *** ****** ******* *****'* * ************ ******* sent ** *** ********* ****'* **** ** *****--**** ***** *** cynics. ***** *** *** **** *** ** ********* *******, *** a ********** ***.

"*****'* * ************ ******* **** ** *** ********* ****'* **** to *****"

** ** ****** **** **** ** *****? ** *** ***** looks *****, **** ************ ******* **** **** ****?

** **** '************ *******' **** *.* **** ***** *** $***,***+ premium?

******* *** ******** ****** **** ****. **** *** **** ** ***** **? :)

***-***?

** *********, **** **** ** **** ** ******. *** ** this **** ** ** *********** **** $***'* ** ********* ** other ***********, ***** ***.

** *** ***** ** **** *** ********* ********** ** *** industry.

***** *** ********** ****? *******. *** ** *********** **** **** and ******** ***********? **********.

"*** ** *********** **** **** *** ******** ***********?"

**** *** ** *** ******** *********** **** ****. **** **** you ****?

* **** **** *******. ** *** ***** *'* ****** **** too **** ******* ** *** *****? ;)

****, ** **** *** ***** ** ** **, **** ****** have ******* ******* ** ***. *** **** ****** ** ** days *** ***** *** **** * **** ***** **** ****** show ****.

* **** ** ***** **** *****, ***, ** ****'* ***** as ****, ***** **** * ******* ***** *** **** ******** the ***** ***** ** ****** ****, ***** ***********, *** ******* an ********** ***** *******, ******** ***** **** **** * **** efficient *** ** ***** *******.

* *** **** **** * ********* ***** ***** ** ******** in ***** ** *******. * **** ******** **** ******* **** had * ****-********** ** ****** ******* ** *** ****** ** their *****, *** ******* *'* ***** ***** ** **** ****** that ****. *** ** ****** ****** ****'* **** **********, *** the ******* ** *********** *** ********** ***** *** ****** **** to **** **.

** * **** ******* ***** ********* ************ *'* **** **** with * ***** **** *** ****, *** ***** **** ** other ********* ******* ** *** **** ** **** ****** ** the *****. *** **'* *** ** ******* *** ** *****, so **'** *** ** ***** ****** **** ***.

*** ***** *****/************* **** *** * *,******* ***** ** *******: floor *****, ******, **** *******, *****, ***** ********, *****, ******* inbound/outbound, **** ******* ********, *******, ******, *******, ***** **************, ******* material, ***. = $***,*** +

****** *** *** *****. * **** * *** ************ ** my ******, *** ****** ** ****** * ******** ***** *** than ** ****** ** *** *********.

**. *** ***** ** ******* **** * ***** ************* **** of $**** (**** ** *** *** *****). ********** *** * big *** *** *** **********!

...***** *****, ******, **** *******, *****, ***** ********, *****, ******* inbound/outbound, **** ******* ********, *******, ******, *******, ***** **************, ******* material, ***. = $***,*** +

***-** ******* $**,*** *** *****, ************ ******* ******, **** ** keep *** ***** ******; *** *** *** **** *********... ******* for *****.

***** ** ******* ***** **** ******* ** * ***** ***** booth **** *********** *********** ********. *** **** **** * ****** as **** ** *** **** **** *** *****, ** ***** sales *** ********* ****** ******** ****** *** ***'** *** **** "fresh ******" ****'** **** ** ** ****. ** *** **** to ******** *** * ***** ***** ******** ** * ******* it's ********* ****** ** ***** ****** *** ****** ** ** an ******** ************ ** **** *** **** **** ** ** from *****.

***** ** ***** *** ** **** ************, ** ***** *** me. ** **** ***** *'* *** ***% **** **** *** company ** *** ***** (**** ** **** **** *** ***** Korean ****** ** ******** ***** *********** ******* **** **** ** a **** ****), *** *'* *** ***% **** ** ********* are ***** * *** * ****** ******** *************.

**** ****** **** ****** * *******, ************* ******* ***** *** spent *** ********* **** ** *** ** *****:

** ****** *** ****, * *** **** ****** ******* ** their *****. ******* ** *** ********** ** ***... ****'* *** unknown.

****** *********, ** **** ** ***** **** *** ****** **% of *** ************* ***** *** *********** ******, ** *** $***,*** is * **** $**,***. ** ****** **'* * ****** ** return ** **********, ***** * *** ** ***** ***** *** 50k ***** ** ******* ** ******** *** * ***.

**** *** *** * ******** ** *** *** ***** *****. They ******'* *** * ******** ** ***** ******, *******, *****, freight, ***.

****** *** *******, *** ******* **** ********* ****:

$***/***** *****

$***/*** *****

$*** ******* (********, **** **** $**** *** *************).

$***/** ******* *******

$***/** *****

**** ****** *** ****** **** $*,***+ **** ** ** ** Vegas *** * ****.

* ***** **** **** ******* *** ** ***** * ********* support ******, * ** *****, ** ***** ******. **** *** usually **** * ** * **** ****** ********** ***** ** well. * ***** ****** ******. ****'* ***** ** ***** **** for *** ******.

**'* * ******... ***** * *** ** ***** ***** *** 50k...

** **, ***** **** *****. :(

**'* *****, *** *** **** ***'* *** *** '**** * chance' ****** ******** **** **** ** ********. *** **** ***...

**** *** **** ********* ******* ***** *** ******** ** **** for **** **** * ******. * *** ************ ******* * re-branded ******* ** ***** *** ****** ** ***** ***, ***** a **** ****** ******* **** **** (****** *****, ** ******* Techwin, * ***'* ******) ****** ***** **** ** *** *** some ******* ****. ** ***** ** **** **** **** ****** quite * *****, *** ***** **** **** ** **** *** from ****** *** *******. ** ** ***** ***** ***** ***.

****, ****** *** *** ********.

**** ***** $*** ******* ** ****** *******, ****** ********* **** is ****** **** **** ******** '****** *********'. * ***** *** when * ***** **** *** * *********, **** ** **** they ********:

* ** ******* **** '**** ** **** *** ****** *** curtain' ** ***** *******. * **** ** *** *** **** as * **** ********* *** ** ** **.

**** ******* **** ***** **** **** ******* *** ** **********-** ******?

****** * ***'* ******* *** **** *****...

* *** **** ** *** ******* **** *** ********** ** their **********.

*** ** *** * ******* ******* *** ******* ********** ********** in ******* ***** *****. *** ****** **** *** ****** ********** is ******* ** ****** * ***** ******* ** * *** market **** *** **.

"********** ** ***** *******, **** ** ********* *******, **** *** the *********** ********** ** *** **** ** *** **** ********* group. " ******? **** ** **** ******* :)

**** ** **** *******.

***'* **** **** **** ***'* *********** ***** ***** **** ***.

*** ** **** ********** *********?

*'** ****** ******* *** *** *******: *-*-*-*, **** * **** never **** *** ********** **** ****.

****'* **!

** ***** *** *********** **********, **** ***** **** ** ********* the ****** ** ****** *************,*-*-*-*, ******* ***** ************.*.*.*.

********** **-** ** ** ********** ** ** **. **** ** least **** ** *** * ********* **.

****, * *** ** ****** ** ********* ** **-** *** evidently ****'* *** *** **** **** ** ** ** **********.

*** ****** ******** *** *-*-*-* ********* ********** ** *-*-*-*.

****** **** ********: *** ** *** ********* ****?

*'** ********** **** ***** "** **" *** **** *** ***** anyone ***** ** *** (***** ***).

**** ** ****-***** ***** ********. ** *** ** **** ** where ****** ***** *** ** ** **** ****. ****** ***** this *** ***** ** **** ******** ***** ***** ****.

"***** **** *** ***** ** **** ********"

**. ** *** ******** **** *********** **** * ****** *** booth **** ** * *** ****. **** ** *****, ******* who ****** **** **** **** ****** ** *** **** ****.

****** *** ***** **** **** **** ******** ************ **** ********* / ******, **** ** ***** **** **** ****** **** ***** heavily ****** ** *** ** ******** ****** ******** **** ***** name *** ********** ** ***** ** *** *****.

** ** **, ***** **** **** **** **** ***** ******** name ***********, **** **** ************** **** ****** ******* ** ** on ***** *** ** ********* **** ** **** ** ******* looking ** *** *****, ******** *** *** ******* **.

'***** **** **** **** **** ***** ******** **** ***********, **** will ************** **** ****** ******* ** ** ** ***** *** to ********* **** ** **** ** ******* ******* ** *** booth, ******** *** *** ******* **'

***, ** **'** ******* ***** *** ********. ****** ***** **** be ******** ** *** *************/********* *** *** **** *** *** big **** ** *** ********* ***.

* *****, ** ***** **** **** **** *** *** **** to ****** *** ** **, ******* **** **** ******* **** of ****** ******.

*'* **** ** **** ** *** ******* ***** ** *** show. ********** ** ***** ***** **** *************.

* **** **** *** **** ***** ** ******* ********* ** mom *** *** *********** *******. **** ****** ** ** * Q-see, *****, **** **** ** ******/**** **** ***** ***. ****'* my **** ********* ** **** *******.

*******'* ** *** *** **** ******. ********** ** *** **** are *** **** **** ***** ****'** **** ******** * ********** amount ** **** *********** **** **** ****.

* ****'* **** *** **** **** ***** ***, ** * suspect **** ****** ****'* *** **** *** *** ****** ** receive **** **** ******* ** *** ***** ** **** ** more *** **** ******.

****** ***** ***** ****** ** ********** **** ************ ********* ** the *****, ***** ***** **** ****** *****'* ******. ** **** do, **** *** ***** ***** ***** ********** * ********** ** investing ** **** ******. ** ***, **** ***** ******* **** consist ** * *** **** ******* *** *** ***** ***** will ** **********.

**** *****.

*******, ******** ***** * **** ** *********, ********* * ********* specialist ***** **** *****.

****** ***** ***** ****** ** ********** **** ************ ********* ** the *****...

**** ** ** *** **** ***** ** ** **** ***************, * ***... ;)

** * ****** *** **** :)

***** **** *** ******* ** ** **** *********** ** *** region. *** *** ***** $**** ** * ***** *** ***** not **** * ****** ******** ******* ****, ***** ****, ******** products ** ****-**** ********.

** ** *******, **** ******** ***** ******** ** ***** ***** two ***** ********* *********** *****-**** ************, **** ********* **** ** fast.

**** ****** **** **** ***** '**** ***** *******' ****** **?

***'** * *** ***** **** *** **** **** *****!

*** *** ** *** **** *** ********* ***** ****, ****** not *** *** **** *****, **** **** ** ****** ******** around:

********* ** **** **** ***** ****'** *** "* ***** ****** in *** ** ******". ******* ** *** *****. * ***** that's * ****.

****://***.*****************.***/*******/********/****-*****-**-*************-***-*****-********-**-***-*****-********-******

****, **** ********* *** ******** ****** ********* ********** ******** ******. ****, ** **** **** they **** "***** ** ****** * ***** ****** ** **** ******."

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

******** ** *********** *** *****, ******** *****, “** *** **** ******* ** see ******** ** *** **** ***** ** *** ********** ** feel..."

****** **** ****** ***** ** ******* *** ** *******; ******* may **** ** ************ ************** ****** **** *****.

********* ** *** # ** ******** ** **** ***** ***** and ********* ****** * *** **** **** ** ** ** first - ***** *** *******. **** ******** *** ***** ********* videos *** ** "********" ** **** ******** "***** **" ******* to *** ***** * **** ******** *** *********** *******, **** smoke **** ** ****. ** *** **** *** ** *** southern ****** ****** ** *** *.*. "*** ***, *** ** cattle".

****...

****** ***** ******** $**,***(?) ******** * ******* ********* *****, **** should *** ***** *****'* ***** **?

"** **** ***** **, **** **** ****."

******* ********* *** ** ***** ****, **** *****:

*** ** ****** *** **** ** ******** (*****), *** **** consists ** * ****** ****** *** ***** **** **** ********* but *** ****** **** ****** **** ******** **** ** *** at **** ***.

*** ** ****** *** **** ** ******** (****)

*** *** ** *** *** ***** ***** **** **** **** Keith ******** **** ***** *******. ;)

*********, ******!

******: **** *** * ******** ***** ** *** ***** ** the **** **** **** *****, *** ** *** ** ***** 2800sqft *** ** *** **** *** ***** ***** *****. *********, they *** ***** ********* ** ******** ******* ** ***** *****.

****** *** *******... ******* *** ***** **** ** *** ***** is ***** ******* ** *** ****?

**** **** ***** ******* *** ******* ******** ** ****, ********* the ***** ** ***** ****.

******: ***** ***** ** * ***** ** ***** *********, ******** inefficient ******

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