I attended my first tradeshow in May 1991 — barely a month after getting my first job out of college. It was a Summer CES in Chicago, and I was going there to gather information for the Video Magazine Buyer’s Guide Series. I don’t recall much about it aside from a couple of meals with my new co-workers and a sizeable amount of stress over making sure I saw everything I needed to.
And with that recurring theme, so began my quest to do a tradeshow the right way.
Related: Seen at ISE 2025
Since that time, I have attended hundreds of events in various capacities — sometimes covering one topic, sometimes the whole show. Sometimes I am there to have meetings with exhibitors and other times to report on sessions for a Show Daily. Lately, there are plenty of times when I am there exclusively for a Show Daily, and barely able to have a minute on the exhibit floor.
The only consistent thing about all the shows is that nagging feeling of missed opportunities. After all, each event offers the possibilities of discovery, connection, and knowledge. It’s a lot of pressure.
When I decide to focus on booth appointments to network and learn about the latest new products and trends, I miss out on the rest of the show floor and those hidden (and not-so-hidden) gems. When I leave too much time dedicated to exploring the show floor, I miss time with the people I interact with regularly through emails and the chance to develop deeper relationships. Also, when I don’t have appointments, I find I waste a lot of time waiting for someone to talk to at the booth — time that could be better used. We are on the clock, people!
I think I came the closest to getting it right at the most recent Lightapalooza. I had several appointments, but not wall-to-wall, so I had time to walk the floor and meet new companies and people. I was also able to sit in on about a half-dozen sessions, all of which provided some food for thought and some words for the website. The networking events led to some great conversations — some industry-related and some not. And I was able to attend a fantastic last-evening dinner hosted by one of my closest industry friends.
Of course, part of the reason I was able to do this was because of the manageable size of Lightapalooza. The trick will be to translate this to a larger show with Dailies and Best of Show awards and whatnot.
If anyone has figured out how to properly manage their time at tradeshows — or has any tips at all on making the most of these experiences — please drop me a line so I can share it with everyone. I can’t imagine I am the only one who feels this way.
Even though I have already attended three tradeshows in 2025, there are plenty more coming up for me to try some new techniques. Let’s finally get it right!
