In-person trade shows: What is their value?

Attendance means mental presence

Still, the largest in-person trade shows - those attracting the most of us - are very expensive for exhibitors but what is it that attracts you to the in-person trade show?

Couple the upside benefits with the downside costs of in-person trade shows and you have a solid basis to understand why in-person trade shows are waning but coming back to a better halo effect with in-person events, they require your mental presence. I find it easier to remain focused when it is harder to switch my attention. I have two monitors on my computer, and I never put the online event I am “watching” on both monitors. My second monitor is there reminding me of other things I want to and need to do. Of course, this is not really different from using your smartphone during an in-person presentation, but it is easy to put the phone in your pocket to keep it from distracting you. So, I am more attentive at an in-person event.

When I am “present,” I can look to my peers to see if what impresses or confuses me has the same effect on them. Audience awareness helps me be aware of what is important, and I can nudge my neighbor to get a quick answer to “what did he say?” I can also hear the spontaneous chuckles or sighs. After the presentation, I can see how many hands are up wanting to ask a question. I claim there is more engagement at in-person events, and this results in “lucky” discoveries.

My family talks a lot when we gather. Many conversations are mundane but very often they broach an intriguing and novel topic. Enlightenment is the result, and these are totally unplanned. It’s the setting that enables them. We learn by interacting with those having different experiences. We benefit from having the group's eyes and ears looking out for new information and then sharing what excites them. Being plugged into a group of commonly interested people is a huge benefit to discovery.

Online events don’t do this well. It’s hard to have dinner with someone online (and my family has tried this). We lose intimacy when we are online. Knowing someone increases bonding through familiarity and understanding. As Dave Doherty, President and COO at Digi-Key Electronics told me when talking about why some regions favor being in-person over online, “... it still comes down to ‘trust’. You aren’t buying a solution…. you are buying a promise.” These are personal qualities.

Nearly all trade shows have a theme that attracts a complementary set of exhibitors. Shows are often sanctioned by industry trade groups and associations. Shows of these types don’t generally have too much competition. Sanctioning bodies do a good job of corralling everyone in the industry. If there are new shows, they are created by the bodies.

There is one last aspect to consider. In-person trade shows usually consist of an exhibition and a conference. The conference is where you find presentations on technical topics and topics facing the industry. The exhibition drives exhibitor costs as previously mentioned but this is where business is discussed. It is also the exhibition where discoveries are made while walking around. I have not seen a good implementation of an online exhibition. Between exhibition and conference, online favors conferences but there is need for the quality of online to improve. As Dave Doherty noted, “Technology has not yet made for effective ‘virtual trade shows’ but I’m confident any technology barrier could be overcome” and he cites improvements in online simulation tools as an example. I have no doubt that they will evolve for the better.

Oh, as Steve Jobs would say, “one more thing” and probably the biggest thing at that. One should not be too cavalier in consideration of catching and then possibly spreading a deadly virus. Traveling involves a lot of close contact with strangers. I heard on the radio this morning the most dangerous parts of a flight as far as COVID-19 is concerned. It’s loading and unloading and especially when accessing the overhead bins (perhaps exertion increases danger). I recommend thinking hard about this.

1. In-person trade shows: What is their value?
2. Attendance means mental presence
3. So, what does the future of trade shows look like?