Show Me! (Behind the Scenes at Conferences & Trade Show)

Despite the digital media boom, face-to-face gatherings will never die.

I’m on a flight back from a business-to-business conference and Xpo — the B2B Marketing Exchange (shorthand is #B2Bmx), presented by the Demand Gen Report. I marvel at the longevity of these types of events and admire the show producers (like the people behind this event) who are “changing the game” by introducing new activities and attraction/engagement devices into what has become a rather stale medium. For example:

• The location was awesome. Scottsdale during winter was a treat and the venue enabled attendees to get sun while working. What a concept! (See my recent article about Bleisure Travel.) Plus, the opening reception was a western-themed shindig. Stuffed baked potatoes, chili, cold beer, live music, picnic tables and fireworks created a relaxed environment. When attendees’ blood sugar waned, the organizers and sponsors provided meals and snacks, which varied based on time of day — breakfasts (with healthy options!), ice cream, beer, BBQ, and even margaritas. (Many of the meals were on the show floor, which ensured the exhibitors got a chance to converse and show-and-tell!)

• The sessions were short and sweet. Jonah Berger, a Wharton Marketing Professor and the author of “Contagious” brought humor and humanity to what could have otherwise been a rather dry event. A piano player and a member of Second City comedy troupe livened up the Killer Content Awards. Even though sheBOOM didn’t get a trophy this year, it was the most painless award luncheon I’ve ever attended. A dynamic CMO panel predicted what the future of marketing technology and AI might look like for marketers. And an artist “illustrated” each of the keynote sessions a nice break from boring PowerPoints!

• The event was just the right size. With about 900 people in attendance, I could meet new people every day but not feel as if I was at the Rockefeller Center Xmas Tree during peak season.

But the key takeaway is that people still like to learn from living breathing human beings in person and they enjoy “window shopping” for business products by looking into the eyes of the humans who represent those brands — and maybe even sharing a meal and/or a laugh.

Some practical tips if you’re attending a conference this year:

• Visit the event website and figure out in advance what you’d like to get out of the conference/show floor.

• If the event has an app, download it before you go and set up your agenda and make plans to meet people.

• Make time to unplug from your other work duties if you’re able. (Yeah, I know that’s sometimes really hard, but concentrating on learning and networking can also help your business thrive in the future.)

• Take notes while you’re there. You might forget ”aha. (I started a Google Doc and made a short list of key learnings. I also used my plastic badge holder to store business cards of people I want to contact when I return.)

• Pack light (if the event is out of town) because you might come back with swag and other stuff. If you’re traveling, use the time on the plane home to reflect and think about how you’re going to put what you learned into practice.

• Make plans for your next excursion/conference/show. Attending one event per quarter will keep you fresh! Where am I heading next? The Tri-State Camp Conference in Atlantic City and the Nightclub & Bar Show in Las Vegas. I’ll be speaking (and bleisuring) at both and will be sure to share my insights!

P.S. I have no idea what’s going on in the photo above. (It is NOT from the conference I attended...it’s from a stock photo library). “Booth babes” seem to still be a thing at trade shows. As for the children in chef costumes, your guess is as good as mine!