At Annual in LA, I had the chance to attend the "industry power session"--a rapidfire discussion about the future of tradeshows facilitated by John Parke and building in part on the results of several focus groups of meeting planners and CEOs held before the conference.
The session was structured around a series of questions. The reactions and comments to each were fascinating to me (I've got a good dozen pages of notes to think about), but one question that particularly stood out was "Who is responsible for bringing innovation to a tradeshow?"
In the discussion that followed, a number of interesting points came up (all of the following are paraphrased):
- Innovative tradeshows need to recruit exhibitors who are on the cutting edge of their industries. Prospective exhibitors look at the list of companies that will be at a show and decide whether to attend based on whether they see other "like" companies.
- How can I expect exhibitors to bring innovation to a tradeshow when my exhibitors won't even read the materials I send them? (from a meeting planner) More.
No comments:
Post a Comment