The 64k+ $ Tradeshow Question

Necessity is the Mother Of Invention

Plus assorted notes on the "New Normal" and "Reimagined" Tradeshow; along with discussion of alternatives, real and imagined including: virtual, 365/day, hybrid, solar, propane, and gerbil in a wheel events

In the decades prior to C-19, the field of registration, badging, data exchange, and tracking had evolved from an essentially plain vanilla choice to a tutti-frutti of available options; some extremely beneficial, others simply feature-bloated solutions in search of a problem.

As with many aspects of tradeshows, the C-19 lockdown has provided an excellent opportunity for re-evaluation and fine-tuning many show features. And while some changes will certainly be C-19 mandated, they could also truly reflect improvements, that, while always available in some form, were not considered or implemented due to status quo inertia and/or legacy financial considerations.

The question of the form, function, or even actual need for badges is one of these areas. Prior to C-19, the debate could be quite contentious, as indicated by this 20 second debate excerpt curated by the Internet Archive Project, featuring a very frank interaction between two thought leaders; with a final resolution left unresolved. Click here to view video

World Of Concrete Makes a Concrete Decision

While there are a number a major live tradeshows currently or soon be be held, I've focused on Informa's World of Concrete (WOC) in Las Vegas due to it's size and location as an excellent example and possible barometer of things to come. BTW: This article was started during WOC, but I firmly believe that it will meet or exceed all realistic projections.

Briefly WOC is eliminating badges altogether, with all entrance, ticketing, and info exchange done via smartphone (or tablet as well, I assume); with help provided at registration for those who don't have a device. A key element is that a separate mobile app in NOT needed...the devices' existing mobile wallet function (ios/android) is all that's required; a feature I believe most attendees will greatly appreciate.

These capabilities have been available for many years, and sometimes utilized in some form by a number of events. However, current C-19 mandates plus the ubiquity of smart devices used by b2b professionals makes it an excellent, universal step forward; not only for C-19 considerations, but also due to the fact that it might actually improve many aspects of the prior status quo; and remain in step with current behavior patterns across all aspects of personal and business life.

However, one key issue with the model regardless of the digital and sustainability benefits, is the absence of an instant, simple, pre-conversation Name & Company ID "ice-breaker" device (aka, a "badge"). A cursory review of anecdotal attendee and exhibitor comments regarding previous badgeless events indicated a split opinion; while some were happy to be anonymous at their discretion, a majority preferred some sort a quick intro item...some even suggested they might bring their own, self made badges!

* It's important to note that while badging has been the norm in the US for decades, many contemporaneous major European events did not badge attendees... and business still flourished.

Concurrent with the WOC approach some shows are using a system where the attendee self-prints their badge in advance of the show, and simply inserts it into a traditional holder/lanyard distributed at the show...certainly cutting down much physical interaction in registration and speeding up the process as well. However, these systems either use QR type codes on the printed badge and/or use proprietary mobile apps and digital transmission gizmos for data exchange, tracking, etc. Obviously, this system does allow for all of the advertising based revenue-producing features of modern tradeshow registration badges, lanyards, and accessories; along with providing the "ice-breaker" visual ID. This model adds the issue of proprietary systems, and waste materials.

A Universal Badging Solution Where the Whole is Greater Than the Sum of the Parts

I suspect many readers have been a approaching some variation of the following solution:

1. Self-printed badges on badge-size copy paper for initial brass-tack ID purposes only. Templates would be distributed digitally; perhaps even allowing space for including optional conversation ice-breaking info; business and personal. This would allow for the traditional badge-holder ad revenue, ideally done in a sustainable fashion; eg: diligent empty badge-holder return; recyclable lanyard materials, etc.
2. Most importantly: The above used in combination with a registration, ticketing, data exchange, and opt-in tracking system all built into an industry recognized standardized mobile ios/andriod wallet system that could be used seamlessly across all manner of b2b events. It could be separate from the show information and directory digital app, if desired. The key is universal application. There are currently excellent proprietary event wallet systems, but I believe they are all supplier and/or show specific.
3. There would be an agreed upon industry standard where essential, general event boiler-plate personal and company data is stored in standardized fields. There would also be functionality to add additional, show-specific fields...and there is the possibility for additional optional fields for the attendee to give information regarding their specific business and personal interests. All info could be revised by the attendee at any time. The universal event wallet could be used for pre/onsite registration for all of an individual's b2b events; it would eliminate much repetitive info input, and ideally speed the time to "complete registration and submit payment." Of course, this info also could always be merged into proprietary systems, if desired.

* In a similar vein, the European Union has recently proposed "creating a framework for a “trusted and secure European e-ID” (aka digital identity), including digital wallet functionality; available to all citizens, residents and businesses to make it easer to use a national digital identity to prove who they are in order to access public sector or commercial services regardless of where they are in the bloc.(1)

A Digital Attendee Tracking Solution Hiding in Plain "View"

The subject of badging would be incomplete without mentioning attendee tracking systems, (rfid,nfc,uhf, mobile apps, etc.), which are often bundled with the badge apparatus. I won't dwell on attendee privacy issues (for either on-site or off-venue tracking) but simply focus on the true utility of such tracking vs. cost and sustainability issues. Anecdotally, I've not encountered any manger of a show contained in one venue who learned anything tremendously startling in terms of general expo traffic flow/session attendance etc., as measured by show day/hour, attraction preference by demographic, etc...it generally proved what they had already assumed by visual observation over the years...which leads to my surprise that more shows have not implemented at least a simple web-cam solution to monitor the entire show (expo, conference area, etc.) from move-in to move-out, in order to get a complete "picture" of the event.

While data and heat maps can certainly be useful, video gives a more complete picture for "why" people are in a particular area; in a very economical and "green" manner. Video reveals precisely "what" they are really doing/looking at, etc. (*organizations such as the CIA typically mandate visual confirmation before committing to sensitive activities). Most of the simplest web cams offer zooming capabilities (we ain't talking Scorsese requirements here), and obviously require no metal or plastic device to be incorporated into attendee badge/wristband, etc., so waste materials are non-existent.

Real-time views could be streamed to a control center in show mgt. office; and also to anyone else with viewing permission...including show staff who have to leave the venue for any reason...and also including company personal anywhere in the world who are keenly interested in keeping tabs. Texts, emails, and phone calls along the line of "how are things going" would be greatly reduced, or eliminated altogether. Crisis management (and prevention) could be accomplished in real time. Cameras could also be set in show management offices, re-sign areas etc. to further observe "how" are things going. Finally, these videos could be stored for post-show viewing, detailed analysis, employee training, examination by the future event venues/contractors etc. Another beneficial use would be a selected views live-streamed to the show web site...let potential exhibitors and attendees see a full montage of crowded aisles. News outlets could also have select access. Of course, this would not preclude attendee opt-in digital tracking, ideally handled via smart device; again with zero waste.

Some Big Picture Thoughts About "New Normal," "Re-Imagined Tradeshows," and Related Issues

Hail to the New Normal; Same as the Old Normal...for Most Intents and Purposes

In anticipation of the reopening of live events, much speculation has already taken place about what, if anything, will truly be significantly different about live tradeshows. I suspect that most of the changes will be evolutionary, not revolutionary; probably in development before the lockdown. The prior suggestions in this article all fall in the evolutionary category; as will other articles I have in the que. As mentioned, the lockdown has provided an excellent opportunity to to implement change; many that were valid for some time, but difficult to accomplish due to status quo, press of business etc. Moving away from the attendee numbers game to "what was accomplished at the event", is one example..."who" and "what" should take precedence over "how many."

One item that will remain constant...to the great benefits of live shows...is the attendee psychology, motivation, agenda, and behavior for participating at live shows...also to the resulting great benefit of exhibitors and sponsors. Tradeshows can at times be inefficient, frustrating, aggravating, costly, and at times even frivolous in certain aspects...just like democracy. And, as with democracy, they are still superior to the alternatives; real or theoretical. Their ability to offer a package of business facilitation, education/instruction, and professional networking remains unsurpassed.

Speaking of theoretical alternatives, another aspect of "same as the old normal" will be the continuation of the three decade long record of absolute failure of the stand-alone B2B virtual tradeshow model by every standard measurement of sustainable, on-going financial ROI, exhibitor/sponsor satisfaction, and attendee engagement. With the exception of career fairs, and certain med/tech events, the b2b virtual show will resume its cicada-like life cycle and hibernate until a future generation thinks they've discovered a new alternative.

Of course, as in the past, the potential of the old favorites, "hybrid" and "365/day" shows are now being discussed from armchairs around the world. I read a LinkedIn post where hybrid was referred to as the "Q'Anon of virtual" (if memory serves, it was the author who made that post). If, in the absence of live shows, after one novelty exposure, attendees have rejected paying for, or even viewing B2B virtual events, interacting with virtual booths etc., in any significant numbers (once virtual, twice shy), why will they suddenly start to participate when live shows are available?

I project that in two event cycles or @ 24 months time, B2B hybrid tradeshow platforms will become a commodity, with a race toward zero pricing for the survivors. While consumers actively engage in conspicuous consumption, businesses love a commodity; with the possible exception of corporate jets, executive suite art, and departments intent on bloated budgets.

I don't doubt that show organizers will place conference content on their websites, mainly to serve PR and marketing agendas. There will also be some form of exhibitor presence; if not "virtual booths" then a link to a special landing page on the exhibitor's corporate website...essentially the equivalent to a free, standard listing in the show directory. (Is there really any difference between the info and functionality of a virtual booth and an existing company website?)

The most critical and currently ignored 800 pound line-item in the hybrid discussion is whether so-called hybrid is a revenue-producing profit center, or simply a mandatory service or PR expense item. Once the dust settles, I believe the term hybrid tradeshow will essentially become a meaningless buzzword, and perhaps even assume a negative cachet, similar to the case with the term "virtual" soon after its 2009-2011 flame-out. (3)

And while I am dismissive of virtual/hybrid tradeshows, I will give credit in the sense that they are at least attempting (unsuccessfully) to emulate a successful business model: the live b2b tradeshow. The 365/day event concept is as old as virtual; but based on an unsuccessful live concept. Around the turn of the century when behemoths like Comdex(s), InterOp, NetWorld, Internet World(s), etc. were drawing thousands of exhibitors and hundreds of thousands of attendees on a bi-weekly basis around the US, the concept of the local "Info-Mart" arose. "Thousands of buyers could flock to the local showrooms of IBM, Microsoft, AST, Word Perfect, Lotus, DB4, Borland, etc., on a 365 day basis!"

What they cudda and what they dudda were two very distinct items. At least ten major cities announced info marts; some were actually built. In some cities, the skeletons are well preserved for historians to study. Had the tech industry been less self-centered, it could have looked at the model of various merchandise marts which still exist and function to this day; fashion, jewelry, gift, toy, etc. If there is not an in-house or city wide "market week (live) event"...the show rooms are locked! The halls are empty! They are typically staffed only for pre-set appointments. If you're unable to visit a Mart in your city with no market week activity, the Internet Archive has curated a brief video of what you might see. Click here for video. Of course, the question of the difference between a 365 day virtual mart presence and a standard corporate website applies here as well.

Five Final Notes re: Virtual, 365, Hybrid, Solar, Propane & Gerbil in a Wheel

1.Major firms have savvy exhibit departments; they also have very experienced digital media departments. Sometimes they compare notes. Occasionally they fight for budget allocation. The preferred currency of the digital realm is "pay for view/click/conversion"...not booths or digital real estate...and it's easy to measure ROI with those models. Before embarking on development of any ambitious virtual b2b market it would be prudent to check what those "pay per" rates are for your industry segment...the answers may surprise you.

2. As with previous incarnations of virtual b2b tradeshows; there has been some virtual engagement and financial activity over the past year. Before jumping to conclusions, it may help to remember that there was an auto introduced in the US called the Yugo in the mid 80's...it sold @ 88,500 in the first three years. Almost identical numbers to Tesla's first three years. Sales declined in year four onward, until market removal two years later, and the title "the worst car in history." In order to earn that title, people had to buy and experience a Yugo first. (There were very few repeat buyers).

3. For an independent valuation of the virtual/hybrid tradeshow, the next time you're contacted by a platform supplier, why not suggest that, in the same proven fashion of tradeshow daily/directory suppliers, they produce the virtual event, rather than selling you a platform...give (sell?) them your content, provide the exhibitor list for them to sell the booths and sponsorships, etc. Let them assume the risk and reap the benefits; and, like the directory model, hell, you could even get a percentage of the revenue above a certain agreed upon level. In other words leave it to the digital experts to "put their money where their mouse is." They've been more than patient in attempting to instruct show organizers how to profit from virtual and hybrid. Let them spread their wings and become the "Netflix" of re-purposed b2b tradeshow content, and related commerce. Their answer may surprise you!

4. Far from being a luddite, the author was actually an early adopter of virtual tradeshows; albeit equally early rejecter. I think there are tremendous possibilities for immersive, interactive digital environments; both for limited term, and full 365/day models...just NOT emulating or piggy-backing mature b2b tradeshows. (2)

5. The contrast between the fortunes of two physical tradeshows, Pack Expo and Print/Graph Expo offer a great illustration regarding the failure of b2b virtual tradeshows. In the late nineties, they were two of the largest shows in the US. Print once boasted, @100,000 attendees and 900,000 sf of exhibits in McCormick Place. As the internet grew in significance, Print began a steady decade+ decline, and essentially ended in 2019. It was ultimately incorporated into an event formerly one fifth its size. Concurrently, Pack Expo flourished and grew during that same time frame. Print focused on commercial printing; much of which could be easily conveyed in digital form on the internet; faster and cheaper in fact. In contrast, you can not send a package over the internet!

And professionals attend tradeshows for a diverse package of activities and agendas too numerous to list here; probably unnecessary as well for anyone who has attended a tradeshow. A package that can't be duplicated and delivered digitally; certainly not in a financially viable manner; as proven by all of the failed efforts. Booths and seminars delivered separately from that package in digital form have been proven to have little or no intrinsic $ value. After one exposure, people won't pay for repurposed b2b content, and will not interact with virtual booths. BTW, the event that incorporated the remnants of Print was Label Expo...a show featuring the complimentary areas of labelling and packaging!

Ok, enough of that; back to the real world and the re-emergence of live B2B tradeshows. I'm not going state they will be bigger than ever; I'm not even certain that's a good thing. But I firmly believe they will be better than ever, based in no small part by understanding what we've missed and the lessons we've learned during the lockdown.

Speaking of the old normal, I recall an industry-wide promo slogan that IMO ranked with "I Am Born" and "Call Me Ishmael" in clarity, brevity, accuracy, and impact:

"Tradeshows Work!"

It might not be a bad idea to revisit that slogan.

Finally, regardless of your opinion of my projections, whose outcomes we'll know in the fullness of time, do you mind if I swipe your badge?

About the author:

Rob Weissman is president of Alliance Media Strategies which provides bespoke consulting services to the exhibition, conference, and events industries, utilizing the best practices of observational analysis, scientific method, and social, behavioral, and group psychology; combined with more than two decades of hands-on event creation and management. www.alliancemediastrat.com

*videos edited with Shotcut.org

Notes:

(1) Europe wants to go its own way on digital-identity

(2) In addition to producing physical shows, I was an early adopter (mea culpa) and equally early rejecter, of the b2b virtual tradeshow. I was actually part of the development team for one of the earliest virtual platforms in the mid-nineties; the following video represents an example circa 2004, Click Here for Video. Plus a fact sheet for an even earlier Macintosh show. Click Here for Sheet

(3) Regarding the "flame-out" of the virtual B2B tradeshow 2009-2011, the following resources should be instructive. The references found in many of the materials regarding the $ value of the market by @ 2018, along with the proclamations that virtual has truly arrived are instructive.

a. An article regarding the state of the virtual b2b tradeshow written by the author in 2011. Click Here for Article

b. A brochure for a live event Virtual Edge 2010, The Summit on Virtual Events. Click Here to View Program . The session titles should sound familiar. (Yes, the author was an attendee; the weather was perfect.

c. A link to a sample issue of a 2009 blog "It's All Virtual." Click Here for Blog. Some unique predictions worth revisiting.

d. A link to an announcements regarding Bob.TV, which was going to assemble and present the best content from events representing a variety of major industrial sectors. It actually commenced shortly after the 2012 virtual flameout, but the results were the same. A great illustration of the lack of intrinsic $ value of b2b tradeshow content independent of the full event. Click Here for Story

* For additional resources regarding the history of virtual tradeshows that are too large to include in this article, please contact the author.