The Last Days of Trade Shows
Leaving Chicago after last week's show, I couldn't help but think about the least well-kept secret in the industry: the last day of any trade show is dead. It doesn't matter what trade show we're talking, even the most popular events are slow on their final day, and everyone knows it.
Most convention centers require multi-day commitments from show organizers, so the days-long trade shows aren't going anywhere. As a result, there's a lot of incentive for show organizers to keep people on the floor for a second or third day. Contests are one strategy: along with Prime Line and SAAGNY, we gave away a car lease on the second day of PROMOTIONS EAST 2012. At other events, they provide beer to participants who make it through to the last day. Rumors have circulated about companies busing in people off the street with the promise of "free stuff," to make the floor look more crowded. All of these methods are designed to keep the show busy, so exhibitors, who pay good money to be there, think it is worth it to spend money again next time.
Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.
