by Chris Kappes, Exhibit City News
Column: From the Corner Office
Thanksgiving, Tradeshows, and Sharing: A Celebration of Industry Resilience
Ah, Thanksgiving – a time of joy, gratitude, and hearty feasts. As we gather around tables of abundance and warmth, it’s only fitting that we take a moment to reflect on the reasons the tradeshow industry must be thankful this year. Join us in this festive celebration of the harvest of connections, innovations, and resilience that defines our community.
The First Thanksgiving Reimagined: A Grand Tradeshow Feast
Picture this: over 100 industry professionals gathered for the first Thanksgiving-like meal at Plymouth. Imagine the buzz of excitement, the exchange of ideas, and the celebration of a bountiful harvest that may have lasted for days. Centuries later, tradeshows continue the tradition of bringing people together, fostering collaboration, and creating an environment where the seeds of new possibilities are sown.
Harvesting Success in the Digital Age: Face-to-Face Triumphs
In a world where digital communication often takes center stage, tradeshows have emerged as the champions of face-to-face interaction. Like pilgrims validating their pre-show research, buyers now confirm and qualify their decisions in person, experiencing the products and services firsthand. In the spirit of the first Thanksgiving, where seeing was believing, tradeshows provide a tangible and invaluable experience that goes beyond pixels and screens.
Innovation Unwrapped: Tradeshows as Showcases for Progress
“Seeing is believing” takes on a whole new meaning in our industry. Tradeshows are not just events; they are grand showcases of innovation. Companies unveil their latest products and services, inviting attendees to experience the future. The direct encounter with these advancements fosters excitement, curiosity, and a shared sense of wonder – a feast for the senses that leaves everyone grateful for the cutting-edge developments in their respective fields.
Feast of Trust: Networking and Relationship Building
Just as the first Thanksgiving was a gathering of diverse individuals, tradeshows continue to be a melting pot of professionals from various industries. Networking, a fundamental aspect of our events, isn’t just about exchanging business cards – it’s about building trust. The connections made at tradeshows blossom into partnerships, collaborations, and new business ventures. In a world that sometimes seems dominated by virtual exchanges, tradeshows remain the epicenter of genuine, trust-forged relationships.
Market Insights on the Menu: Real-Time Research and Trends
At the first Thanksgiving, the pilgrims undoubtedly discussed the harvest, weather, and trends of their time. Similarly, trade shows provide a firsthand look at the pulse of our industries. Attendees gain real-time insights into market dynamics, trends, and competitor activities, empowering them to make informed decisions that shape the course of their businesses.
A Microcosm of Learning: Industry Immersion and Growth
Our tradeshows aren’t just about business transactions; they are immersive experiences. Educational sessions, workshops, and networking opportunities offer a plethora of learning. Professionals leave these events not only with valuable connections but also with enhanced skills and a deeper understanding of their industries.
Talent Recruitment Extravaganza: Showcasing Workplace Culture
Just as the first Thanksgiving brought together people from different walks of life, tradeshows are a hub for talent recruitment. Companies have the chance to showcase their workplace culture, attracting potential hires who align with their values. The industry, like a family, continues to grow and thrive as new members join the ranks.
Adaptability: A Dish Best Served in Real-Time
In the spirit of resilience, tradeshows offer a real-time testing ground for companies. Facing dynamic market conditions head-on, industry professionals gauge responses, receive immediate feedback, and adjust strategies accordingly. The ability to adapt is a dish served fresh at every tradeshow, reflecting the industry’s commitment to staying relevant and thriving in the face of change.
Global Connections: Exploring New Markets
Tradeshows today facilitate global connections. Attendees connect with international partners, distributors, and customers, opening new markets and establishing a global presence. In a world that is increasingly interconnected, tradeshows serve as bridges that span continents and cultures.
In-Person Magic: The Art of the Deal
Finally, the immediacy of in-person interactions at tradeshows remains unparalleled. Just as the first Thanksgiving brought people together to share and celebrate, tradeshows create an environment where deals are made, partnerships are solidified, and decisions are expedited. The magic of in-person connection persists, reminding us that face-to-face interactions are the secret sauce that powers our industry.
A Grateful Community: Celebrating the Enduring Nature of Tradeshows
As a community of 1 million professionals strong, we raise our glasses in gratitude for the enduring nature and value proposition of tradeshows. We’ve weathered storms, adapted to new realities, and emerged different and stronger. Like the first Thanksgiving, our gatherings are a celebration of abundance, connection, and the shared belief that face-to-face interactions remain at the heart of our industry.
Happy Thanksgiving to you and yours!
Chris Kappes is a three-decade executive who has served as CMO, CSO and President of leading event agencies. Kappes is a published author of two trade books, The Noise Behind Business. How to Make Tradeshows Work & How to Master the Art of Selling at Tradeshows co-written with sales expert, Tom Hopkins. Kappes shares his industry experiences and views at conferences and publications like Exhibit City News. His contact information: kappes52@gmail.com
