NXTcomm Wrap Up – Center Aisle
Back from three days of 106 degree weather at NXTcomm. The temperature was not as hot indoors. The best description of the show came from Jahangir Raina of iLocus:
“Attendance was low for sure. A lot of people walking along the central aisle …. But exhibitors along the ends of the hall saw very little traffic. Lots of Analysts and Press.”
Like in the theater, the center aisle was the best seat in the house. It seems that most people no longer walk the entrire show floor. So exhibitors cannot rely on walk by traffic to make their show a success.
Mostly, it was the large vendors with booths down the center. Ironically, those vendors will get foot traffic regardless of location (though Huawei was testing this theory by being way back on the bottom floor). So how do the rest of the exhibitors drive traffic to their booth and make the show a success.
The answer is to leverage the power of the large number of press and analysts that are at the show. When people read about your company either before or at the show they make your booth (or even conference room) appointment viewing. One of our clients, Ixia, even posted a large copy of their show press release outside their conference room. During one 30 minute period when I was there, 2 potential customers came by saying they saw the Ixia news and asked to see the the Ixia demo at show. There were many more during the show.
One final thing to consider about a trade show. More people read about a trade show than attend a trade show. So by getting the news out, you are reaching the larger audience that is interested in the show but cannot attend.
Written by Rob AdlerLast 3 posts by Radler
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Tags: nxtcomm, public relations, Trade shows