Combining Shows: Good or Bad for Exhibitors?
Abnormal at Black Hat 2024 in Las Vegas.

Combining Shows: Good or Bad for Exhibitors?

Written by Cameron Wilkinson ?

When industry trade shows and expos collocate and are held at the same time and location, is this good or bad for the show's exhibitors?? ?

Recently, Informa Markets announced it is launching the inaugural Sustainable Manufacturing Expo in 2025, collocating with IME West/MD&M West in Anaheim, California. ?

But what does this mean for the exhibitors of these shows? ?

Benefits of collocating shows?

Collocating refers to hosting multiple events, conferences, or trade shows at the same time and location. By collocating, these events share resources, space, and sometimes even participants, creating opportunities for attendees to explore different but related industries or topics in one place.? ?

It is supposed to allow for more efficient use of time and resources for organizers and attendees, often increasing overall attendance and networking opportunities. But organizers and attendees aren’t the only ones that benefit. ?

Exhibitors also benefit from collocated shows in the following ways:

  • Increased foot traffic boosts overall participation and exposure for exhibitors. ?
  • Exhibitors save on travel, lodging, and other expenses by attending multiple events in one location. ?

  • There are more opportunities for cross-industry networking and collaboration. ?

  • Exhibitors can reach a wider audience, gaining access to potential customers they might not have reached otherwise. ?

NAHB's International Builders Show (IBS) and the Kitchen and Bath Industry Show (KBIS) have been collocated in recent years to bring added value to exhibitors and attendees alike. The two events formed what is now famously known as Design & Construction Week (DCW).? ?

In the years following the pandemic, collocating has become a popular way to cross-pollinate related industries, cut costs in an inflated economy, and maintain strong engagement. ?

Challenges of collocating shows for exhibitors?

Exhibitors should be aware of a couple of drawbacks when their favorite industry show brings a third wheel.?For example, increased attendance can be both a blessing and a curse. We often tell our clients that booth traffic is good if it is full of their target audience. ?

Exhibitors will need to be prepared for the following challenges: ?

  • Diluted focus, potentially reducing the impact for specialized exhibitors or attendees. ?

  • Overcrowding that leads to longer wait times. ?

  • Greater chance of logistical issues such as booking accommodations or navigating larger convention centers. ?

  • Brand identity confusion due to the added difficulty of standing out, especially if there are many unrelated sectors represented. ?

Overall, if exhibitors plan ahead, collocating is generally a positive for all parties involved: the organizers, attendees, and exhibitors. However, the organizer's primary responsibility is to produce a user-friendly event that delivers networking value to its participants.? ?


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Event News by Industry???

Big Feature:?Viad’s Q2 Earnings Beat Expectations, Shows Strong Demand for Events?

The GES and Spiro parent company, Viad, a global provider of exhibition services and experiential marketing, reported revenues of $378.5 million in Q2, an increase of $58.2 million from Q2 2023. ?

GES, the global exhibition and trade show management company, is the main revenue driver.?

In Q2, GES produced a number of corporate events, association exhibitions, and independent trade shows, including the California Dental Association in May in Anaheim, the American Psychiatric Association in May in New York, the Association of Institutional Research in May in Denver, and the American Urological Association in May in San Antonio.

Read more here. ??

Automotive:?SEMA is offering EV workshop courses now SEMA To Offer EV Workshop Courses ( motortrend.com ) ?

Aviation:?Routes Europe dates were recently released. Next year’s event will take place in Seville, Spain, on April 8th-10th, 2025 Routes Europe 2024 | Routes ( routesonline.com ) ?

Cybersecurity:?Great PR play by CrowdStrike President Michael Sentonas after the global meltdown CrowdStrike accepts award for ‘most epic fail’ after global IT outage | TechCrunch ?

Food and Beverage:?A new food show called the Food Truck Owners Expo launches in Houston https://tradeshowexecutive.com/food-truck-owners-expo-launches-in-houston/ ?

Gaming:?All the highlights from Gamescom so far gamescom 2024: The Biggest Announcements So Far - IGN ?

Hospitality:?The upcoming Hospitality Show announces new sustainable initiatives ahead of its October event The Hospitality Show Announces 2024 Sustainability Programming, Initiatives ( hotelnewsresource.com ) ?

Manufacturing:?Learn more about what to expect from the brand-new Sustainable Manufacturing Show, mentioned above Sustainable Manufacturing Expo | Feb. 4-5, 2025 ?

SuperZoo: Anna Huddleston gives her take on the exhibit design trends from SuperZoo last month Field Report: Six Exhibit Trends from SuperZoo 2024 - Event Marketer ??

Toby Purdy

People Centric Executive Leader

3 个月

Insightful

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