(AI-free post)
As it’s time to take a summer break for most of us, I leave you at your vacations with a little observation to be made that will help you understand the dynamics at stakes on trade shows for when the fall/winter season will begin.
When quantity AND quality matters
If you happen to go to a night club/discotheque (do people still use the word discotheque?) 👯♀️🍹
Observe these 2 things✌️
First, the people that come in.
- They should be In enough quantities to make bystanders say “wow look at the crowd, that must be the “place to be”. In other terms, there must be something interesting/great/fun/exciting inside. In business lingo, some value brought by this place.
- They should be in enough quality for people to say “boy, these people are so X and Y”, I would like/should be part of this!”. For Kool and the Gang fans like me, why do you think they have ladies nights? Who is this supposed to bring?
Second, the atmosphere.
Night clubs are all about creating an experience. Such a good experience that people will keep coming back for more.
Think about the lighting, the music, the decorum, all put together to stimulate your senses and make the event memorable. 🎉🎵. And yes, the right people will create the right atmosphere. If you’ve been to Studio 54 or Saint-Tropez, you know what I mean.
Conventions are relying on the same 2 principles for their success.
First, the attendance.
The quantity, compare trade shows from a same sector and look at how they brag about the number of visitors.
The quality, continue to compare their website, or posts on social network, who do they say is coming? Do you relate to them? Want to come and meet them? Book your booth!
Just like a night club’s success is based on the satisfaction of the crowd it attracts, a convention’s success also largely depends on the satisfaction of its participants.
Like people in a club wanna have fun with each other, whatever that means for them, the same thing is true for trade shows. Business fun this time.
That leads brings us to the second parameter, the trade show “experience”.
The decorum, the “ features” of a convention are here to create an atmosphere that is meant to lubricate social connection, and help create encounters mutually beneficial possible for exhibitors and visitors alike.
It can rank from logistic services, to speed meeting apps, up to offering food and drinks to visitors and exhibitors alike.
The only thing that both night club and trade show managers won’t and can’t provide
The only thing that both night club and trade show managers won’t and can’t provide, is the skills you’ll need to make the best out of what they set for you.
If you don’t know how to dance (or sell) with style, if your social skills are close to zero, no matter the club or the convention, you won’t feel at ease (and you’ll poop the party).
If you want our help for that, you know where to find us, but remember we don’t give dance classes.
And if you don’t, use the summer for bolstering social skills, they will be much needed for when you’ll go to your next show.
Until then, enjoy the summer heat and the summer tunes.
Celebrate good times, come on!
PS: If you understand why it’s free for women before midnight… then you know why it’s sometimes free for visitors to enter a trade show.
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