Are Live Trade Shows and Events Dead?

“Show us what ya got man”…so said my companion David Meyers, to an exhibitor as we walked the floor of the NRF2022. It was Retail's Big Show (National Retail Federation) Annual Expo at the Javits Center in New York on Jan. 16.?

It was also my first live show since Covid began, and it was like riding a bike…I just got back on and rode.

Now I don’t know about you, but I have a method…patented...LOL…for walking shows:

• Day One I see the companies I made appointments with and those that reached out to make appointments with me. Takes most of the day.
• Day Two is the best. I start in any one hall and walk up and down the aisles…missing nothing. Waiting for the serendipity of it all to unveil, to me,? the new and amazing—the stuff I never would have seen otherwise…the hidden jewels aching to be discovered…the finds that will actually make a difference if we can get first user advantage or help them pivot into a use case that meets our needs.? It’s also exhausting and takes training…I was a little out of shape, but I persevered and it was well worth the aching feet and joints as I write this.??

“Show us what ya got man” became our mantra (David is Australian)…as we walked, stopped, chatted, listened, learned, and asked questions. We saw demonstrations and bagged swag (a given), and most importantly evaluated similar offerings, connected complementary ones, and marveled at the unique and new.???

I write this as I reflect on a slew of articles I’ve recently read on the death of Trade Shows as Live Events—who needs to be anywhere when we can be virtual and ZOOM/Team/Meet our way??

Obviously, COVID was a key contributor to this acceleration of what many pundits had been predicting for years, and as some events hit their second venue blackout or saw smaller crowds return, with Covid still on all our minds, the crows gathered and cawed triumphantly from the fences and trees.

No doubt there are some readers who—with all good intentions and evangelical fervor—will tell us about the amazing Immersive Digital Experiences that have supplanted the old trade show circuit and brought them into today and the waiting Metaverse opportunities that will propel them into the future.

I reply, ”Show us what ya got man.”

Let’s be clear: this is not a tech issue, or an efficiency use case for tech, or actually related to tech at all. Nothing…nothing…beats the human interaction of “Show us what ya got.’’ Nothing beats the serendipity of walking and looking and making synapse jumps between ideas or just stopping on a whim and asking.

Here is my prediction:

• Shows will go back to what they were meant to be…places of discovery for people who actually care…who are actually knowledgeable and who can actually make a difference in the business.
• They will get smaller as a result, but that smaller audience will be real and engaged.??
• The talking heads and posturers will continue to try and run virtual /onsite add-ons, and will be successful for a while…but not too long.
• And even CES will stop pretending that pizza delivery by drone and Facebook advertising is the most important innovation at the show.

As we walked the floor, I was energized. We were energized. We saw some amazing ideas. Talked to passionate people. Felt the energy of discovery. Laughed at the bullshit. Rolled our eyes at bad hype. But celebrated the brilliant and amazing.?

And, high points to the exhibitors who tracked us down…Dragged us to their booths…made us listen to offers we couldn’t refuse…try that online…

I recommend that you get yourself back to whatever your favorite event was if:

• it really meant something to you
• could add to your effectiveness and company’s competitiveness??
• wasn’t just a boondoggle or FOMO obsession

And if you are prepared to walk the halls, forgo the parties and get back into the point of it all…human connection and serendipity.

What’s your view? Are you rejoining any of your favorite live events? Let me know how it goes.