I am so happy to report that tradeshows are back and THRIVING, the convention centers are up and running, and bookings for tradeshow magic is finally back to normal (and actually more busy than before) as some of Corporate-Fx customers suddenly realize that travel restrictions are finally lifted!
We just finished performing our tradeshow magic at the KubeCon/CloudNativeCon’21 (a computer industry trade show) in Los Angeles and here are a few insights to consider as YOU look into returning to LIVE exhibiting once again…
First –everyone attending or working this show had to provide proof of COVID vaccination status. Pre-clearance could be done through the CLEAR app that is typically used at some airports to skip the TSA lines, or on-site with a trained screening personnel. This vaccination precaution seems to be more prevalent in high-tech and white collar shows than in construction or farming shows that we have been working at since the Summer of ’21.
Next – everyone had to answer a few questions about how they were feeling that day and have their temperature taken before entering the building. If anyone was feeling under the weather or presenting with an unusual temperature they were sent to a secondary screening area outdoors.
Then – a “day” sticker was added to everyone’s badge as proof of daily screening. Admittance was restricted to only those that had undergone pre-screening each day.
Also – wrist bands were provided in red, yellow and green to indicate to others each person’s comfort level for interaction and approachability on the show floor. From “hug me” green to “please use that 10 foot pole to get near me” red, and yellow indicating that you would prefer a fist bump to a hand-shake while meeting someone new… Not everyone used these bracelets, but they were there for the taking…
On the tradeshow floor – the aisles were extra wide between booths, and island exhibits were more plentiful than in-line 10’x10’ spaces. Some speculated that these measures were more about making the show LOOK larger than it was, but it was clear that every health and safety protocol was addressed. Regardless, the show looked big and busy!
There WERE more hand sanitizing stations and many bottles of Purell available everywhere, but none of the booths had any plexiglass barriers to separate the “welcome desk” from the attendees… It kinda felt as “normal” as one could hope.
Masks were required in Los Angeles as part of state and local law for ALL indoor events. Mask compliance was 100% and I did not see anyone complaining about the rules.
And the BEST NEWS of all is that the attendees were EXCITED and OPTIMISTIC about being there! Even though attendance was lower than in previous years, attracting a crowd to the booth was actually EASIER than pre-Covid shows as people genuinely were seeking human interaction and entertainment. That said, using a booth attraction mid/post-Covid seemed more important than ever for a few reasons:
1. With more booth space and aisle separation the exhibitors had to attract a crowd more pro-actively and fill that space with something other than just rental furniture or a couch.
2. With fewer attendees the “chaff” and “riff-raff” is gone, the people that are at the show are actually the HOT-LEADS, these are the customers that are there because the show is important to them. The exhibitors that DIDN’T show-up lost a golden opportunity to reach the most important customers in an un-cluttered hall.
3. If travel restrictions are still difficult for some exhibitor’s staff, local booth-staffing talent is an excellent way to make the booth look more populated.
4. Wisper-suites and off-site meeting rooms seemed more restrictive and “closed-off” so activities and presentations in the hall helped to make attendees feel more comfortable and safe.
I will be presenting my “Booth Basics Bootcamp” once again at the Exhibitor LIVE show in Las Vegas on November 1st, 2021 at the Mandalay Bay convention center. If you are interested in going to the show please let me know as I have a few complementary passes for the show floor…
Prepare to be AMAZED!