The Wild & Weird World of Trade Shows: BODIES & BOTS #26

“What the hell is a trade show company? Will I have to do carpentry? Do I need to hand out swag?”

Those were the questions that flew through my head when I got a call from a recruiter about what ultimately turned out to be my last corporate gig…as CMO of what was (at the time) the world’s largest trade show and conference producer.

The good news is that I didn’t have to serve as a “booth babe” or get on ladders to install exhibits. It was a wonderful and creative role. And I learned that the industry itself is huge, lucrative, and fun most of the time.

Since 2014 (when I launched this blog), I’ve written about the wacky ecosystem of conferences and live events. I speak at and market them. I have exhibited and sponsored them. And I often attend them to gather content.

From bicycles to stripper poles, I’ve seen all kinds of products demonstrated on show floors.

I just spent three days at the Fancy Food Show, one of my favorite events of the year.

After all, food people are a fun crew.

• I shot a video featuring my favorite 30 products.
• I met fellow content creators and legacy media journalists. I reunited with people I see every year.
• I talked to founders, many of whom have left tech and finance to follow their passions.
• I stayed until the last moments.

Some exhibitors couldn’t get off the floor fast enough, rapidly tearing down their booths and tossing leftover samples at attendees with that pleading “Please don’t make me pack this up!” look on their faces.

Others knew that waiting until the final second might give them a chance to meet that lone Whole Foods or Walmart buyer or major outlet journalist who was still at the show.

The bottom line is that the concept of gathering live to buy and sell stuff is timeless.

Whether that “stuff” is a high-tech, multimillion-dollar complex technology, a pair of sparkly high heels with a matching thong, or a bag of frozen pork dumplings, the booth is apparently here to stay. In fact, Apollo just bought two trade show companies for $1.5B!

Until the big reveal of my edible and drinkable goodies, this history of the human gathering industry will give you food for thought.

P.S. Because my brain and feet hurt, the chart below is mostly AI-generated. I’ve spent 36 hours in the human world, so please cut me a break. I had to reprompt multiple times…trust me!

P.P.S. If you’re exhibiting, activating, sponsoring, marketing, or speaking at an event (or looking for speakers), I’d love to help you get the biggest bang for your buck and break through the clutter.  I’ve even worked as a freelance “booth babe.”

P.P.P.S. Check out my Substack for the 7 Deadly Sins of Trade Shows.