The big question on the minds of show promoters these days is what will the new normal look like. As this economy begins to recover, will we see both attendees and exhibitors return to the show floor, or has the world of trade shows changed permanently?
The calls we're making to exhibitors indicate continued great caution, but we're not hearing no. At the end of the day, I believe most of these exhibitors will return to the show floor because they understand the value of face-to-face transactions. As we've heard so often during this recession, those who market continuously and who remain in front of their customers are the companies that will emerge stronger. The research on this is clear. As we approach February 28 and March 1, exhibitors will be asking themselves, are we in this market or not?
Our job as show organizers is to make sure that the show has as much value as possible so our exhibitors do want to return. To that end, we're working very hard with the help of our Show Committee to market effectively ourselves and to bring the right buyers to the floor.
All of the seminars, keynotes, the chef demonstrations, the new garage sale, Sunday Night Block Party, Department of Ag Pavilion, Wine Pavilion, Eco Pavilion, Ethnic and Specialty Foods Pavilion, Restaurant Executives Forum, Lodging Executives Forum, Hospitality Games -- these are all provided as incentives to industry to attend.
David Siegel, CAE, IOM
Minnesota Restaurant, Lodging and Resort & Campground Associations
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