I’m not sure if this is a newer phenomenon or if it is an age-old issue (one of the problems of being a relative rookie in the tradeshow business), but I seem to be getting quite a few companies wanting to participate in the show without having a booth. It’s not about spending less money with our show - in fact they are willing to write a check for about the same amount of money as they would by buying exhibit space. But instead they want to sponsor a breakfast, a cocktail reception or other side event.

I know they are looking to save money by not having to ship a booth, pay the labor and drayage, and staff it for the entire show. But something else is going on here that all tradeshow organizers should be worried about - they don’t see the value in having a booth. It’s my responsibility to make sure they see the value, but their past experiences tell them other channels work better.

And yet what kind of exhibit hall would I have if every company took this approach? I’d have an empty hall without a place where attendees could kick the tires. I’m countering it with what I am calling an “all-inclusive exhibit”. I wanted my exhibitors to be able to purchase a package that was only slightly more expensive than a standard “6-foot draped table and chairs package” that they could literally walk into the morning the show opens, fire up their laptop, put out their literature and be ready to go. We build a kiosk in the booth for them that has their company name at the top. It’s working and I’m pleased that I have takers for this type of booth, but I’m still concerned about how much effort their seems to be in getting out of the traditional booth space.

I’m not sure insisting everyone have a booth is the smartest thing to do long-term. As show organizers we all need to find ways to show the value of exhibiting and find creative ways to capture revenue from companies who refuse to take a booth without slowly going to smaller and smaller exhibit halls each year.