One way to learn how tradeshows are progressing in this soon-to-come post-pandemic era is to walk the floor of a major show in Las Vegas and observe. If you can’t yet, the second-best thing is to talk to someone who did just that. And that’s what we’re doing on this week’s TradeshowGuy Monday Morning Coffee. I spoke with Andy Saks of Spark Presentations, who walked the floor at last month’s World of Concrete to find out how a big tradeshow in Las Vegas dealt with the relaxed safety protocols:
I had heard of the group Women in Exhibition, bur frankly admit that that’s about all I knew: that it existed. So I caught up with Katina Rigall Zipay, Creative Director at Classic Exhibits, and someone’s who’s been intimately involved in Women in Exhibition for years. We had a fun conversation and I learned a lot. No doubt you will, too:
Building software to host a virtual event poses a million questions, many of them hoping to address the user experience. And the exhibitor experience. How to keep people engaged, how to keep them from being bored, how to have conversations, how to connect, how to give keynotes. And so on. I recently caught up with Sandy Hammer, co-founder of AllSeated, which has recently launched virtual event software that looks, well, impressive. She and I sat down to talk about it, and to give her a chance to show us a little bit about how it works:
Bill Stainton was a guest on this show three years ago, and I wanted to catch up with him to see how he is doing in the midst of the crazy times. We ended up talking about an article from Entrepreneur he had flagged in his latest newsletter that looked at five trends in innovation and how leaders can use them in 2021. It was a lively discussion:
It’s been a couple of years since I checked in with author, keynote speaker and consultant Peter Shankman, and I was delighted when he said he would be glad to speak with me. I was curious how his business was going, how he was working with clients on how to move into 2021, and of course I was curious to learn how New York City was doing. An eye-opening and salty interview:
We don’t know when tradeshows will return, or what “normal” tradeshow schedules will look like.
We don’t know how many attendees will plan on going because we don’t know how they feel about mixing with thousands of other attendees.
We don’t know how many fellow exhibitors will decide to spend the money to exhibit at the show because they don’t know how many people will actually show up. No doubt some will decide to go; others will hold off for another year.
It’s the uncertainty of it all that is probably the hardest. Not knowing. Like restaurants now knowing when they can finally have full capacity. Like sports leagues not knowing when they can invite a full contingent of fans. Like schools across the country having all students back, knowing that they’ll be safe.
Until then, we’re all stuck in the long slog.
A really freakin’ long slog.
S. L. O. G.
What to do in the meantime, especially if a lot of your job or monthly planning includes tradeshows, events and conference?
Find something else to focus on. Marketing is marketing, and in a recent post, I mentioned a number of ways to market. But what else can you do besides marketing?
I suppose you could try and come up with a viral video or promotion, but chances are the more you actually try to make something viral, the more forced it feels and the less likely it’ll happen.
Maybe you can write more blog posts, or read about what other businesses, both competitors and those that are in different industries, are doing. Learn from them, try new things.
Obviously, every person and every company are dealing with the long slog in a different way. But business still has to come in. Marketers still have to market. Salespeople still have to sell.
Let’s go back to learning. What can you learn that will help you in your current position?
Perhaps one of the first things is to gain some perspective and realize that everyone is in the same long slog. Next: realize that, yes, one day you will get back to normal, and so will everyone else.
Then, determine what you can do RIGHT NOW. What skills do you have that can be used, either inside or outside your company, that can be applied to the current situation. Is there any way you can help others find their way through the morass? Maybe, maybe not.
Mark Schaefer, in his short free ebook The Pandemic Business Strategy Playbook, writes, “the long-term relevance of the brand is more important than short-term sales.” He references several big brands that have put their marketing on hold or shifted to finding ways they can help not by doing ads, but by doing things: offering free food to volunteers and first responders, making donations to hospitals or homeless shelters. In other words, taking action.
In fact, taking action that benefits others, no matter how small or large, is probably one of the best things you can do.
For example, I think many of us have a tendency – I know I do – to walk past the dozens of homeless people I see on the streets in my city every day and try and pretend we don’t see them. They’re standing with hand-written cardboard signs at stoplights, or camped in groups under overpasses, or shuffling aimless down the street. It’s easy to keep walking and ignore them and not even think of them as humans. But when you do take a few moments and offer a few dollars and a smile, it counts. Certainly, to them, and hopefully to you.
The COVID-19 Pandemic will permanently change the world. We don’t know how all those changes will affect us, or what the changes will be. Finding a way to be open to helping people through the long slog is one of the most important things we can do to get through it. And we will get through.