After enduring a couple years of walking through half-empty expo halls or sitting at my desk, attending “virtual events” via Zoom sessions or online product demos, it seems that real tradeshows are back. At least this is a positive indication from last month’s ISE show in Barcelona, which was the organization’s largest expo ever, hosting some 1,000 exhibitors and a record-setting 58,107 attendees from 155 countries. ISE 2023 also added a sold-out section of audio demo rooms, a popular new feature for the event. Note: For more about ISE 2023, click here.
So what do the results of this European show mean for North Americans? Plenty! Our industry thrives on the in-the-flesh tradeshow experience, where we can check out new technologies in a pick-it-up-and-ask-questions environment that Zoom conferences can’t match. Sure, the demo room concept might not be perfect, yet it’s tough to evaluate a speaker’s off-axis performance from a YouTube video. Tradeshows also offer training and educational sessions, and with many key customers in town, manufacturers can arrange dealer/rep meetings or behind-the-curtain (or off-site) private unveilings of products prior to public release. And shows also provide a convenient platform for in-person interviews for new hires.
Of course, the most irreplaceable part of attending shows is the social (not social media) aspect, with parties, dinners and chance hotel bar or tradeshow floor encounters — all offering opportunities to interface with old friends and colleagues. Perhaps that is the tradeshow magic we’ve all been missing these past couple years and I for one, look forward to rekindling that spirit.
Got a comment? Send George an email to george@fohonline.com
