Here's how you can overcome challenges when integrating new technology into trade show exhibits.

Yes, always have a plan B. I still bring a notebook and pen whenever I do a show, especially once it gets busy. You never want to “hold up” your customer in the middle of a sale. They like working with streamline salespeople who get the job done quickly so they can move on. Technology is FAB and FAST when it works, but plan on it NOT working and go old school…paper and pen! :0)

Always have a plan B you can pivot to seamlessly if the tech breaks down. Trade show exhibits are educating, selling, presenting, and demoing and cannot fail with live customers or prospects at your booth. If you are relying on a new gadget to accomplish these tasks, assume it will fail or break down and have a reliable, low-tech option at the ready, should that happen. Same as having backup printed copies of a sales presentation on hand, should the projector not work, power failure, etc... it doesn't stop the pitch!

Integrating new technologies brings its own set of challenges, particularly as the team is faced with a changing landscape due to new product offerings. If it involves implementing a new backend technology, the process will naturally take time to achieve peak efficiency. Therefore, providing comprehensive training, including hands-on scenarios, empowers each team member to actively prepare for efficient live demonstrations. Furthermore, if there's a new operational process at play, conducting a trial of the technology and the entire workflow ensures a foolproof process, enabling the show to proceed smoothly without hurdles. Its basic, but crucial.

- Involve Diverse Teams: Ensure that the planning team includes members from diverse backgrounds. - Stakeholder Engagement: Engage with stakeholders, including potential users and attendees, to understand their needs and how the technology might impact them. - Shared Goals: Establish clear, shared goals for the technology that align with the values of collaboration and inclusivity. - Accessibility: Choose technology that is accessible to people with disabilities. - Cultural Sensitivity: Be mindful of cultural differences and ensure that the technology and content do not perpetuate stereotypes or biases. - Equitable Participation: Create opportunities for equitable participation.

Biggest thing I would note is to always make sure that whatever tech you integrate into your event and customer journey experiences, is to ensure that you include the human element as well. There's nothing more frustrating for your customers, whether they be visitors, exhibitors, or other potential stakeholders, to be stuck talking to a chatbot (or alike) and not getting anywhere helpful fast. Events (both trade and consumer) are about people and connections at the end of the day. Tech should be used to enhance and make these communications more efficient, speaking to your customers at the right time with the right messaging.

Other things to consider when participating in a big tradeshow are the backend fees that include labor, shipping, electrical, and all kinds of other small fees that really add up to a lot. Don’t forget that extension cord because she will charge you $150 to rent one and $350 for an electrician to bring one over to you and plug it in for you because you won’t be allowed to do it.

In nearly 30 years of doing shows the thing often talked about that never happens is the dry run. Often it’s a mad rush to even get all three pieces on-site, often from multiple sources with pieces being hand-carried by humans on flights. There’s a lot of opportunity for failure here. Assuming you’re doing this on your own, If you can’t build it in the warehouse first then don’t do it. The “first time” shouldn’t be on the trade show floor. Have your key people available. Make them practice. You’ll break less of your expensive things. You’ll have a chance to label, and there will be more than one person to help in case your airline schedule looked like mine after storms this week decimated the best laid plans.

Just because you can doesn’t mean you should. About 20 years ago we really wanted to use touchscreen plasma displays. Spent all our time coding Shockwave Flash slideshows that were interactive. We loved it. Not one person cared to “swipe screens.” Keep that in mind. Most people at trade shows are on autopilot and looking for the opportunity to connect. Have good humans that can discern intention and give them a leash to interact. Practice with real customers. Don’t use newbies, especially if they can’t go the distance of the 8 miles a day plus standing for 12 hours. Blisters don’t lead to engagement!