Way back when – an enterprising gent explored the possibilities of a less sophisticated version of the standard exhibition format of shell scheme, carpets and two spot lights thrown-in as part of a package deal. After much trial and error – the table top trade exhibition was born and as time went by – the table top trade method became popular.
It makes a lot of sense when you have exhibitors with perhaps limited budgets or wanting to scoop-up some further ‘leads’ to be a part of the table-top trade revolution. From the visitor’s viewpoint – it’s a great opportunity to catch-up on the latest travel and MICE products while networking with colleagues across the table.
This type of format is a relaxed way of ‘doing business’ and generally hassle-free as exhibitors are not bound to any complications of lugging a plethora of ‘stuff’ onto a stand with space rentals alone that can take one’s breath away even with the added benefits. While potential clients (visitors) can feel no pressure and should feel free to pick and choose who’s products they are interested in discussing further and hopefully doing a deal.
So a win-win situation prevails.
The challenge of success with this type of trade format is that with the success appears those that decide to emulate the table top trade show. It all looks so easy – why should we not do it for ourselves as a city, country, travel collective et al?
Without taking account of the basic philosophy of the reasons for table top trade in comparison to the more formal variety – learnt the hard way by that enterprising gent all those years ago – the travel industry now has a range and type of table top trade that defies belief
As an industry player – you can be invited to a range of noisy shopping centre forecourts, where shoppers knock into potential trade clients or an upmarket venue with limited direction signage and bewildered venue personnel.
The worst part of these ‘new’ trade shows is the ringing of the bell to move potential clients to the next table within a certain time period. It is a very questionable method of trying to keep exhibitors content to see everyone – and worst still – potential clients are just getting into their stride when the bell goes to move on. Table top trade shows are not for trained seals. Table top trade shows are for intelligent industry individuals – both exhibitor and potential clients – who understand their time and real reasons for being there in the first place. The rules of the game should not be at the level of the school playground.
All those emulators should get back to the drawing board and perhaps the success will be more potential clients and hence more exhibitors.
