1 week apart: COVID differences in Las Vegas tradeshows – CES vs. the World of Concrete.
No doubt, there are radically different political and ideological responses to COVID-19 masking and vaxing in the United States.
But how do these “difference” play-out in the same convention center, in the midst of the Omicron surge in the tradeshow industry just seven days apart?
According to the Las Vegas Review Journal, the Consumer Electronics Show saw a significant decrease in attendance (down nearly 75%), but in contrast, the World of Concrete’s numbers were closer to those seen in pre-pandemic events back in January of 2019.
Why? Maybe it has to do with the target industries themselves… While white-collar and “tech” shows are requiring proof of vaccination and enforcing strict masking guidelines, the blue-collar and “labor” shows are acting as if the pandemic never happened…
Unlike the large corporations, with decision making coming from an HR department for travel and exhibiting, marketing for smaller companies, in industries such as farming and construction, is easier in the short-run as we go back to live events…
Perhaps it’s the attendees themselves that are making the difference… Even though a state-wide mask mandate was in effect for BOTH shows in Nevada, follow-through and compliance is still up to the individual. Politics aside, the industries that are less concerned with COVID today, and the attendees who are working mostly outside, are already running at full-steam.
So, what does this mean to tradeshows in 2022?
This may be a good sign for exhibitors! Because it shows, regardless of how risky or safe YOUR industry feels today, once the visitors feel safe again, you can expect the convention attendance to rapidly return to pre-pandemic numbers!
I predict that, in the spring, we will continue to see blue-collar shows leading this return to LIVE events while other industries will watching their success and swiftly following in their footsteps as the months go by…
How should YOU react?
Be prepared, and be ready to go ALL-IN as soon as you get the green-light to attend and exhibit again. Your company has this once in a lifetime, unique opportunity to out-shine your competitors that are slow to react, and asleep at the wheel. As the attendance increases at live shows again, some exhibitors will miss the golden opportunity to increase visibility and sales while others will capitalize on it.
How can Corporate-Fx help?
By maximizing crowd-draw and visibility, tradeshow magic can engage many more attendees at one time, freeing your sales staff for more individual interactions of qualified buyers. Even if you have limited staffing in your exhibit, a live magic presentation will make your booth look more engaging, exciting, and interactive! And, with 20 tradeshow magicians to choose from, the Corporate-Fx team is available even if you get the last-minute green light to exhibit!
Free-up your staff, and limit personal exposure with a LIVE tradeshow magic presentation.
LIVE – VIRTUAL – HYBRID
What is the current status of YOUR next tradeshow?
EVERY tradeshow in the country is listed HERE for your reference: