FROM THE EDITOR
Editor's Message Trade Show Diversity and Equality
Back in the “day” there used to be a trade show season. Very rarely was a trade show/conference scheduled during the summer. Now it seems, like everything else, trade shows run throughout the year with little regard to seasons, climate or vacations. Anyone else care to wear a suit and tie in Texas during the summer?
Having traveled to three trade shows/conferences recently it occurred to me that each show has its own feeling, or vibe, if you will. Some are more serious, some are more laid back, some are more fun, and some exhibitors will do anything to stand out from the crowd.
Without naming names the fi rst show on my list is the more serious one. A pharmaceutical equipment show that prides itself on off ering the largest selection of equipment for the industry, this show certainly delivers.
Games and giveaways are pretty standard for this show: pens, USB drives, etc. All in keeping with the very business-like nature of the show.
The second is a more scientifi c show, concentrating on a specifi c type of pharmaceutical science. The
large poster area actually dwarfs the exhibit area and the talks and conferences are well attended. This is the most laid back show I’ve been to. Scientists from all around the world attend and if their everyday attire is shorts, sandals and a tee shirt that’s what they wear. I also learned that the preferred afternoon snack for scientists is yogurt and Pepsi/Diet Pepsi. Who knew?
The third, and last show I attended, was devoted to servicing a very specifi c and costly step in the drug development process. This was the most upbeat show I attended. Music, games, and giveaways were present at most booths. It seemed to me, that since many of the companies were competing with each other, they needed something to stand out from the crowd. A little game of chance or the opportunity to guess the jelly beans and win an Apple Watch brought people in. Free coff ee and water was available almost all day, and lunch was provided to all exhibitors and attendees; a nice touch.
Finally, trade shows/conferences are the great equalizer. No one cares about your race, religion, political leanings, etc. When you walk in to someone’s booth all they care about is your name and your company’s name on your badge.
Maybe life should be more like trade shows.
Mike Auerbach Editor In Chief
mauerbach@comparenetworks.com
Pharmaceutical Outsourcing | 2 | July/August 2016
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