The Tradeshow Blues
Wednesday, June 27th, 2007It’s really starting to bug me. The incessent repetition of recycled presentations, cheap vendor give-aways, analyst kissing booths and “award ceremonys” ripe with the wink-and-nod of ballot stuffing inpropriety. Add to the scene a typical vacation destination and stir in the party-like atmosphere of an AA meeting gone bad. And what you do you get? You guessed it - the tradeshow blues.
Having attended well over 100 shows in the past few years, I’ve noticed a certain formulaic approach to each. Let me break it down and please tell me if this sounds familiar:
1) The Venue: Medium quality hotel with ready-made access to nearby themepark/historical site/golf course/scenery/casino. Group rates apply and please bring the family for a long weekend.
2) The Theme: Always original, we find focus on “extending”/”capturing”/”innovating”/”crossing” whatever chasm-like challenge is currently holding back the industry’s potential for growth.
3) The Keynote: An inspirational pay-to-play author/media figure/former public official/self-described industry expert/athlete invigorates the audience in the first general session by tying seemingly unrelated anecdotes back to the generalized theme of the event.
4) The Show Floor: 10×10 squares of lights and collateral which use booth bunnies/tchotkes/contests/theatres to entice the unsuspecting attendee into allowing for a badge swipe, the ultimate currency.
5) The General Sessions: Clients and vendors in a self-promoting frenzy of before-and-after photos relative to their transformation from pre-solution cocoon of ignorance to post-solution butterfly of enlightened success.
6) The “Evening Event”: Painful theme oriented ballrooms filled with the romantic glow of sterno-heated finger foods surrounded by conga lines of drink-seekers hoping the bar stays open past closing.
All I’m saying is that I’d like to see something original, something truly inspirational result from the incredible amount of time and expense that goes into these shows.
Let’s keep the conversation going.



