So, today I am at NXTcomm at McCormick Place in Chicago. We have a great client here and it is a great show! The show is a who’s who in the Broadband and Internet industry. A great place to learn about the technology that will be affecting us all for years come.

NXTcomm is also a place to see what is wrong with corporate events in general. Now, I lump tradeshow exhibiting with corporate events as a whole, because it is my firm belief that to have any impact, a tradeshow experience should be treated the same way you would treat a high profile corporate event, whether b2b or b2c.

I am always shocked to see the exhibitors that sit in their booths, arms crossed, eating or generally acting as if they had no desire to meet a potential customer or educate their consumers. Frankly, it makes me crazy.

Here are a couple of highlights of things that actually happened over the past three days! Have a look and ask yourself, of these four true examples, where do you fall. What is your event strategy.

Booth A:
Second day of show, busiest hours of show, in a 30x30 booth space, gigantic booth that cost megabucks.

All members of the exhibit team sitting on chairs, on their laptops, checking e-mail while hundreds of people passed them by. Here is a thought. If what was coming in on e-mail was more important than the show, why didn’t you all stay home and save your company a TON of money.

This was a huge mistake. Shame, shame, the VP of Marketing would be so proud of you.

Booth B:
Second day of show, lunch time. 20x20 booth space, one of the most beautiful booths I have ever seen.

Members of the event team trying hard to make contact with show attendees, a guy who looked to be the boss sitting at the center table of the booth eating a GIANT piece of chicken. No one entering the booth, but all looking at the dude eating chicken. I had to chuckle, they have eating areas at McCormick where you can shove down that chicken skewer Mr. Man. Great way to represent your fortune 500 company boss man.

Spent a zillion dollars on the booth and people are laughing at you!

Booth C:
All days of show, all times. Small 10x10 space.

Looked to be a non-profit but the space was so cluttered, I did not take the time to see who they were or what they actually did. Booth staff engaging at times when I walked by, other times sitting on the chairs they had ordered (Never order chairs for a 10x10 space) looking glum and unapproachable.

Almost had it close, very close. Loose some of the banner stands and the chairs and you would do great the other 50% of the time. At least they are not going home empty handed.

Booth D: All days, all times. Mega-space, huge, Booth that probably cost a half mil.

All members of the booth staff engaging the attendees in well pressed uniforms, all of them (and some were show staff only- actors) were well versed in the material, they were laughing and having fun……………..Now, here is a VP of Marketing that should be in his office laughing all the way to the bank. These guys were Fantastic (In fact, I had members of my staff go over and take notes………….)

These guys had it all, training, great booth and a great attitude. Way to go. Would love to mention who are. You may not be Fortune 500 now, but acting like this, you soon will be.

As for the show itself, Freeman and the Union Guys. I will leave that for another segment. It is gonna take awhile to type all those thoughts up!

Remember, when working any corporate event, act like you want to be there and like you are having fun. In addition to representing your company as you should and getting a ton of leads, you may actually find yourself having a better time than the guy in the next booth. The boss will be proud!

A quick thanks to the NXTcomm folks, your show was a class act!

Just a thought,

Keith