Best Practices for Tradeshows in Today’s Environment: A look at FABTECH

Tradeshows are back, but the best in class aren't back to 'business as usual'--conference organizers and exhibitors are rethinking tradeshow goals and approach post-pandemic. FABTECH was one of the first big industrial conferences to return. What was it like? Who did it well? In-person attendance, by casual observation, felt slightly lighter, but exhibitors were pleased with the booth traffic and quality of leads. FABTECH organizers were committed to a safe, inclusive experience, with hybrid streaming content and pre-recorded educational sessions. As much of the show is capital equipment, exhibitors were faced with a costly decision: live equipment demo or video? 

Those who brought robotics and laser cutting equipment drew the best crowds, but one stand-out, Trumpf, compromised to great success: live demos on large panel video screens with smaller tooling displays to offer a tactile experience. Their entry featured a dashboard monitoring equipment performance to demonstrate ROI. 

“Hybrid” booth design with live video demos and Q&A on equipment back at headquarters

Booth design practices changed throughout the show—primarily for safety and comfort. Bar counters stood between exhibitors and attendees to make the lack of the handshake more natural.

Consider social distancing in your booth design

Novel and fun product demos still draw a crowd

Live event attendees seemed delighted to be back in person, while there were options for virtual attendees: streamed keynotes and exclusive video content. [Did you miss our sessions? Download the slides for Essential Sales Strategies for Manufacturers, Ensuring a Successful Product Launch, and Market and Build Your Fabrication Story here!] 

Many thanks to the FabTech organizers for a successful and safe hybrid conference. For more insights from your industry peers on their goals, KPIs, and best practices for tradeshow strategy, download our ebook.