“Suitcases” are a practice anathema to trade show organizers. This is when salespeople attend trade shows as visitors rather than exhibitors and conduct business out of a suitcase. Although suitcases are no longer required, the practice still exists.
Many exhibitors and show organizers consider this theft because these people do business with attendees but don’t pay for the right to do so. At least not like an exhibitor. Others view this “guerrilla marketing” as a standard business method.
A new approach to Event Tech Live
This week’s Event Tech Live (ETL) in London took a stand against handheld devices. The exhibition is open from 10 am to 4:30 pm every day, but non-exhibiting suppliers are not allowed to enter before 2 pm.
The restriction caused some uproar among vendors. It’s hard to argue with the decision to prioritize the value of the show to exhibitors. However, it was announced late, just five days before the show, and the effect was not ideal. Especially for suppliers as far away as the U.S.
The decision was a difficult one for show organizer Adam Parry, who told Skift Meetings he personally communicated the newly implemented measures to those involved. Essentially those who serve in a sales role on behalf of event technology vendors. There are exceptions. For example, those who spoke at one of the show’s many educational sessions.
In a statement shared with Skift Meetings, Parry said: “This measure prevents unauthorized promotions that could undermine formal agreements and sponsorships. By restricting access, we can minimize the risk of ambush marketing. Risk. Thus maintaining the integrity and professionalism of our events, limiting access to non-exhibiting vendors during the busiest times helps create a focused and engaging environment.
Suitcase suppliers are a problem
Nifty Method chief executive Lindsay Martin-Bilbrey agreed suitcase suppliers were a problem. “However, many events have policies restricting such activities in their exhibition terms and conditions. It is upfront from the beginning, or dealt with promptly on a case-by-case basis,” she said. “With a lack of transparency, hasty notifications and a manner that undermines the value of non-exhibiting suppliers, this feels like a case study in how to alienate visitors and business partners, especially in an industry as small and interconnected as ours.”
Some people were also uncomfortable helping promote the show but then found themselves partially excluded from the new measures. One attendee, who asked not to be named, said: “These companies have been hyping their attendance on social media, providing ETL London with all kinds of earned media attention, but they have no idea they will actually be sidelined. change.
Balancing community and profit
Parry has built a tight community of event technology professionals around the ETL Show. The original has been in London for over ten years. In addition, the Las Vegas show has been held twice so far.
The call put Parry in an awkward position: supporting the community he helped build while trying to protect exhibitors’ financial returns and keep the show financially sound.
As ETL London is a central gathering point for the community, it is vital that the show is in good financial health. However, a disconnect can occur if event technology providers and potential exhibitors from the engaged community choose not to exhibit or sponsor the show.
Parry confirmed that rules limiting the participation of non-exhibiting suppliers will become standard at both shows. He also said they are adhering to standard practices.
Hosted buyer program adds value to trade shows
While no-carry terms and conditions at trade shows are relatively standard, the method of limiting what non-exhibiting vendors can do varies from show to show.
Shows that revolve around buyer hosting programs, such as IMEX and IBTM World, utilize this feature to deliver a significant portion of their value to exhibitors. This process includes sourcing and qualifying buyers (both sponsored and non-sponsored) and providing exhibitors with exclusive access to scheduling tools to meet these buyers. Even though non-exhibiting suppliers can still attend for free as visitors, this added benefit of exhibiting illustrates its value. While ETL has a small hosted buyer program, it is not a core part of the show. Exhibitors and sponsors may choose to participate in the program for an additional fee.
The show’s location at Excel, London, is a double-edged sword. On the one hand, the show is easily accessible to many event professionals interested in event technology in London and the surrounding areas. Exhibition organizers said the number of visitors exceeded 4,000 over the two days. However, due to the relatively small size of the show, few event technology buyers will spend a full day exploring the 109 exhibitors at the show. Even if co-located live sustainability events add value, it is impossible to visit both trade shows for an extended period of time.
Trade Show Pricing Strategy Challenges
Trade show expert and consultant Jochen Witt, president and CEO of JWC, told Skift Meetings that he advises his trade show organization clients to charge an attendance fee. Under $100 is common. This prevents non-exhibiting suppliers from acting to the detriment of paying exhibitors. Fees depend on industry vertical practices.
Greg Topalian, chairman of Clarion Events North America, favors offering visitors higher prices to attend trade shows that are closer to the cost of the show.
“The more valuable a show is, the more willing you are to spend thousands of dollars to attend it,” Topalian said. “If you’re targeting suitcases, you’re not going to save as much money because you’re paying a premium to get there.”
Topalian believes the problem is caused by the industry not fully leveraging its audience and generating revenue from it.
Data is also critical to understanding who the legitimate buyers are. “The data either qualifies them or they don’t. Most importantly, the event should be a premium experience and a premium price, which will filter out the low-end tire kickers.
Topalian believes that suitcases will not bring success. “Think about it. You’re trying to walk into a company that’s spending thousands or millions of dollars to meet end users. You’re trying to interrupt that and say, ‘Hey, I actually want to sell you something. “I don’t think that’s a smart way to do business,” he said.
