ROUNDTABLE Must the show go on?
Trade shows have long been an industry staple, providing companies with the opportunity to network with key decision-makers and showcase their latest technologies and services. But, in the post-pandemic era, do they still fulfil the same vital function they once did? We asked key industry figures to share their recent experiences and look ahead to how trade shows might evolve.
A
s companies prepare for the next round of trade shows, decisions about whether to pay for a booth and – if they choose
to exhibit – how to present their products, will loom large. The proliferation of smaller trade shows are muddying the waters, while the larger shows are having to adapt to ensure they are attracting the right companies and the right level of decision-maker.
Following the Covid pandemic, when virtual shows acted as substitutes for traditional in-person events, is there a keener appetite to meet in a physical location? Or has the virtual experience diminished the need for traditional networking? Does a presence at a show carry the same weight in marketing terms as it once did? And how do cutting-edge technologies like AI affect the exhibition experience? We put these questions to an experienced panel of experts. Steve Napieralski is president
of OZ Lifting Products, the Minnesota-based manufacturer of quality lever hoists, chain hoists, davit cranes, beam trolleys and winches. Tim Bambrick is senior vice president of sales and marketing at Spanco, which has more than four decades of experience in material handling solutions. Joel Cox is global sales director at Dellner Bubenzer, which manufactures braking systems for cranes and hoists. Ken Lee is sales and products vice president at YOKE Industrial Corporation, headquartered in Taiwan but with operations in Canada, which has increasingly integrated digital solutions into its exhibition activities.
What are the biggest pain points of traditional trade shows today? SN: One of the biggest challenges we faced was the lack of reliable internet and cell service, making it nearly impossible to engage with
attendees in real-time through social media or digital promotions. We had intended to post live demos in real-time during the show, but due to the lack of service, we had to wait until we were off-site to post. There is generally a real lack of ROI tracking
beyond lead collection. To improve exhibitor- attendee connections, AI matchmaking could be a game-changer, helping attendees find the most relevant exhibitors and vice versa. Cost is another major consideration when attending trade shows – logistics, booth space and material handling fees add up quickly, making exhibiting a big investment. TB: From a manufacturing standpoint, we find that the small shows don’t give exhibitors enough notice about when the setup time is. Bigger shows give us a better rollout, so we can plan accordingly, but it can be difficult at the smaller shows. When do we need to get our people there? What do the shows need from us? When
20 Summer 2025 |
ochmagazine.com
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