Is it Beneficial for Trade Shows to Require Mandatory Meetings with Exhibitors?

Trade shows can be some of the most competitive arenas for the exhibitors. Getting the attention of buyers depends on many different factors. Exhibitors can often benefit from trade shows that require attendees to meet with each exhibitor. In most cases, this is a quick 5 minute meeting, but it gives the exhibitors just enough time to make that impression so that they can get buyers to come back to their booth during the trade show or convention.

The question remains is it a hindrance to attendees or exhibitors to be forced to meet with each vendor at a trade show? Some might argue that attendees resent having to meet with each exhibitor because they may not sell or offer anything that they would buy for their business. Attendees might feel awkward about the pressure imposed upon them and they may resent follow up sales calls from exhibitors they would have never voluntarily met. Exhibitors might also not benefit from spending time meeting with each vendor. Although it might be an opportunity to gain a new customer, it can also be a large waste of time if there are many attendees that they take the time to meet who will not buy their product or service.

Ultimately, it is up to the trade show or convention management to weigh the pros and cons and decide whether mandatory meetings are a good idea or not. It can largely depend on the level of competition present and the type of vendors and buyers that attend the trade show. Of course, listening to both exhibitors and attendees is the best way to learn if there is more of a benefit from the new connections vs. potentially offending attendees or wasting the time of exhibitors. After surveying both parties that attend your trade show, it will help you see the clear choice that is right for your type of event.