I shouldn’t be surprised, but every year when the full exhibit floors are open, I am still a bit astonished at how many people are walking the floors. With over 80,000 attendees, Natural Products Expo West is a huge show. Not as big as the Consumer Electronics Show, but still mighty big.
So I spent the day walking, walking, walking and then walking some more. 19,221 steps according to my Fitbit! One major goal of the day was to make sure all of our clients were taken care of, so that meant making a stop at Target for requested supplies from a couple of them. Later in the day another client asked if I could track down a stapler, so after a few back-and-forth texts, another client was willing to lend their. I love when everybody helps out!
The second major goal was to drop by and say hello to exhibitors that I’ve met previously. As you may know, I’ve published two books on tradeshow marketing (here and here), and they are great calling introductory cards to start a brief conversation. Having been attending the show for almost two decades, lots of them recall me from previous years, so it’s good to reconnect, if only briefly. My main question to them is “how is the show going this year for you?” and 95% are very positive. One person said they weren’t coming back next year – they are just not getting the audience they want. The complaint is that the attendees in their booth were either other exhibitors or brokers and not retailers, which is what they want. I understand that not everyone has a great experience. I checked my list from last year and found that about a third of them are not here this year. From my perspective (anecdotal, not backed up by any data), there is a lot of turnover. But companies are still chomping at the bit to get into the show.
Since I’m Oregon-based, I lean towards finding Oregon or Northwest exhibitors. Many of them see me year after year, so even though we may never do business, it’s always good to make a brief reconnection. No selling, no pitching, not even a hint. Conversations usually revolve around (again) how the show is for them, and how their business is doing. So many businesses that I speak with are growing quickly, expanding product lines, and occasionally expanding their exhibit space. So I know that the industry as a whole is doing very well.
Trends:
Over the years it’s been interesting to see some of the things that pop out and get your attention. A couple of years ago I couldn’t turn more than 90 degrees without seeing another bone broth product! This year, I see a lot of CBD-related products. I also see a lot of oat milk and keto-related products as well.
I’ve probably made this observation before, but it’s hard to walk the show floor without eating a fair amount of food. Most exhibitors offer samples, and many are literally pushing them on you. A bite here and a bit there, and after a couple of hours, you’ve had the equivalent of a meal. And it’s all (well, almost all) really good!
Let’s close out today’s diary with a few photos of some of the exhibits at the show. Backlit fabric graphics are still popular, as are eye-catching one-of-a-kind items in booths. Exhibit designers never cease to impress me with ways to capture eyeballs, communication messages in a 3D format and attention to detail.
