Walk a Trade Show in My Shoes

It’s been a while since my last post. When I finally picked up the proverbial pen and began debating what to write about, one topic I’ve wanted to touch on for a long time jumped out. At the risk of being too industry specific, I’ve always wondered: How many designers entering the exhibits & events field have ever actually worked (or even attended) a trade show?

At first this topic may seem confined to the exhibit/event design world, but, if you’re in the business of purchasing, selling, working or even managing a tradeshow booth or event, maybe you should consider this question for a second. It sounds absurd, but we take for granted that a mechanic has driven a car; that an architect has lived in a house. These are fairly universal things, but what about trade show exhibits? Do the people you entrust to counsel you on experiential events and environments have any real foundation of experience in the practical application of their ideas?

My first time was in Las Vegas. I was asked to make the trip down to sin city several years ago to help out behind the counter at my firm’s Exhibitor booth. I was apprehensive at first. This was the world of salespeople and marketing types; not designers. But, I guess I had evolved into a more client-facing “doodler” over the years and now found myself in this unfamiliar role. I was assured it would be fine and off I went to help promote our brand and services.

The experience was fun and rewarding, but the thought that struck me after the first rush of attendees zoomed past our booth was “I had no idea it was this difficult to make people stop”. How had I done it for years? How had I designed and proposed successful exhibit designs and entire event and tradeshow strategies without ever having experienced the challenges on the ground first hand? This disturbed me at first. Sure, I had been to auto shows before, and I suppose that I just learned on the job, that I absorbed knowledge and skills from those around me. Today, there are specific programs for would-be exhibit designers, but, more often than not, creative departments are filled with people of varied backgrounds such as industrial or interior designers. Some have even come from the world of theatre, architecture or even from engineering-related fields. I came to realize that these individuals may actually have little to no understanding of tradeshows and events at all when they are first hired! It was a sobering thought.

I came home from that trip with a new-found perspective on my job. Simple things like adequate storage, comfortable flooring, areas for private discussion and clear, visible graphic messages took on new meaning. I finally got it! Things I’d always taken for granted now made more sense as a “user” than they ever did as a designer. It reminded me of a great Chinese proverb I learned a long time ago:

“Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.”

Things are a lot better today.  I’m happy to say that our firm makes an effort to expose designers and new employees in all departments to the day-to-day realities our clients face. I try to make sure we attend as many events and trade shows as possible and we even bring along some younger members of our staff to help out with our own events. Nonetheless, the fact remains that I spent many years early in my career working for some very large and familiar exhibit firms and working on top-tier brands… all the while rarely ever stepping inside a convention center.

My advice to all of you out there on the client (or end-user) side is this: Try to ensure your partners and team have the exposure to really “get” your business. Don’t be shy about asking details regarding your designer’s background and experience level; or even that of your account and project managers. Next time you have a show that is relatively local, consider inviting the folks behind the scenes to come down and observe the set-up and the show… maybe even assist in some way. In the end, walking a trade show in your shoes will make them better partners who are more sympathetic and understanding of your needs.

For those creatives out there who have been in my shoes, I’d love to hear about your experiences “on the floor” and your thoughts on this subject?