Observing behavior at dozens of tradeshows throughout the country has me wondering if we've forgotten how to create meaningful interactions in the show environment.  Authentic interactions that establish trust and further business relationships. 

 

Perhaps we've become too impatient as both attendees and exhibitors in the US?  So focused on lead capture and the assumed ROI that follows that we've grown accustomed to arms-length engagement that doesn't require too much commitment from either the exhibitor or the attendee.

 

Each year at the Exhibitor Show, we try to break this mold by developing fun and unique experiences that create opportunities for meaningful conversations to happen.  This year's experience revolved around playing Mad Libs.  Last year's experience featured cootie-catchers.  The year before that it was making S'mores.  What did any of this have to do with our business story?  Well, nothing really.  At least on the surface. 

 

In our business (and probably yours), our people are our story.  It's why our clients sign up and why they stay. By creating fun engagement activities that require a commitment to interact with our people, our story is told in an authentic and memorable way.  As live communicators, let's challenge ourselves to set the table for great conversations to happen in our environments.  I think you'll find that meaningful conversations will lead to meaningful ROI.