Nith Sisombath

Tradeshows with Attitude
March 9, 2008

Several weeks ago I sat down for a deco kick off meeting to discuss what general contractors and most of us in the trade show industry refer to as a “look and feel” meeting. In a “look and feel” meeting you start to talk about colors, graphics and anything that gives a show its visual appeal and identity. 

A tradeshow to me is like a small city the floor plan is the blueprint for this city and the signs, banners, graphics and even the exhibitor booths contribute to this “look and feel”. Much like a city with parks, libraries and shopping centers a tradeshow has show management areas like new product showcases, first time exhibitor showcases, special events areas and other promotional areas depending on the show.

Although “look and feel” is important I think a show still lacks true character until it has some attitude. Where does a show get attitude? A show gets its attitude from the industry it represents. Three shows I’ve been to recently with a lot of attitude are Snow Industries America SIA, TheWSA Show and Nightclub & Bar Show. 

When I say attitude I don’t mean the get in your face attitude. I’m talking about the attitudes of the industries they represent. When walking the SIA show it feels like you’re at a ski resort with all of these snowboarders running loose. The show has a very young somewhat grungy outdoor feel to it. There are tons of stickers everywhere and there is even an area made of cargo containers stack two high arranged around each other with one side cut open with different décor in each. The attitude is very free spirit, very loose and a bit wild. There is confetti in some of the aisles and two angels with black wings, black fish net stocking and very high heels walking around the show floor. Not something you would see at another show but it definitely accents the attitude of the show.

The WSA show gives off a total different attitude. It felt like I was walking around in Nordstrom’s. The attitude there is very polished and professional. There are white leather couches to sit on in the aisle if you get tired of walking or if you need a place to chat on your cell phone while talking business. The booths are very neat and clean. No confetti or stickers here just great look shoes and shiny accessories to match.

Why am I talking about attitude and does it really matter if a show has attitude or not? Yes, to me it does matter if a show has attitude.  I have found from walking and working hundreds of shows that the more a tradeshow reflects or permeates the attitude of the industry it represents the better and more successful the tradeshow.

It makes sense if you think about it. You wouldn’t expect loud music and half dress girls at a lot of tradeshows but for some industries it’s the norm and is almost expected, nothing out of the ordinary. Just like you wouldn’t see building size machinery at most tradeshows because that’s not what the tradeshow is about.

Where does a tradeshow get its attitude from? In my opinion it’s not from the booths because you can take booths from WSA and place it in SIA and vice versa without changing its attitude. The graphics and/or signs that represent the “look and feel” of a tradeshow do contribute a little bit.  But attitude is comprised of all the things that make up the tradeshow. It’s the attendees, the exhibitors, the “look and feel” and the way management chooses to manage the show. Now I know attitude is a very intrinsic measure but it’s a very consistent gauge for me because attitude is not dependent on the size of a tradeshow. I’ve walked large tradeshows that have lacked or seemed like they were losing their attitude and losing touch with their industry and I’ve walked small tradeshows that do a great job of reflecting the attitude of their industries and are growing. In my opinion the tradeshows that best reflect the attitudes of their industries are the most successful and will stay successful by keeping pace with the changing attitude of the industry they represent regardless of the state of the economy.

Posted by Nith Sisombath on March 9, 2008 | Comments (2)