Our Trade Shows Have Changed!
Studies show that the attitude of exposition
attendees has changed in recent years. Time
constraints significantly influence how a
person visits an exposition in the following
ways:
- Attendees are more selective about which
exhibits they visit and are less likely to
just browse.
- Attendees spend less time in
exhibits, attempting to get it all done in a
shorter timeframe.
- Attending an expo has become more of a
mission by attendees to get answers and
solutions that will benefit their
organization.
According to Meetings and Expositions, a
publication of the American Society of
Association Executives, trade show selling
is in transition. Attendees are more
educated and aware of what’s available in
the marketplace. As a result, the booth
staffers’ selling style has changed from
feature-and-benefit presentations to
interactive consulting dialogues. ALEA
attendees report that they come to ALEA with
a "list" of products and vendors they want
to see. The vendor/customer exchange is
optimal at the ALEA Expo - attendees save
research time and organization resources by
having all their providers in one place as
do the Exhibitors with their customers
visiting them over the three expo days. The
measure of displaying or attending a trade
show has increased in expectations of value,
accountability and the need to obtain
information/ideas.
Today’s exhibit customers expect answers.
Attendees have a mission and must return
with information. To accommodate this
exchange, exhibitors are adding conversation
areas to their displays where salespeople
and customers can talk. Attendees don’t have
time to be trapped in a conference room so
café-like counter tables serve well for
these short, casual meetings. The faster
pace of business today forces both attendees
and exhibitors to accomplish more in a short
period of time so an exhibit space that
facilitates this exchange is a valuable
tool.
If we can be of any assistance to you or
your company, please don't hesitate to ask!
Sherry W. Hadley, CAE
ALEA Meeting Planner and Coordinator
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