SISO
What trade shows can and should learn from the award shows
SISO CEO Vincent Polito urges organisers to take some storytelling leaves out of the award planners ’ playbook
W e ’ ve been witness to an apparent dichotomy of events this year – very successful trade shows contrasted with very successful award shows . The glitz and glamour of the award shows and the industrious atmosphere of trade shows . Award shows shimmer with elegance and celebrate achievement . Trade shows hum with innovation , showcasing the latest advancements in the industries they serve . But beneath the surface lies unexpected harmony and invaluable insights .
At ‘ quality ’ award shows , meticulous planning and attention to detail reign supreme . Every aspect is orchestrated to create an unforgettable experience . Similarly , the success of trade shows hinge on effective planning and seamless execution at all levels in the ecosystem .
However , while award shows bask in the limelight of glamour , trade shows exude substance . While one dazzles with celebrity appearances and over the top performances , the other provides a platform for meaningful business interactions and professional networking . But what if these distinct worlds could borrow from each other ’ s strengths to create an amalgamation of excellence ?
Imagine a trade show where exhibitors not only showcase products but vie for prestigious awards recognising innovation , sustainability and excellence in their respective fields . Envision an environment where the most groundbreaking companies are honoured in front of their peers and industry luminaries . While some events already do this , more organisers can transcend mere exhibitions , transforming them into celebrations of achievement and innovation .
Above : Vincent Polito
“ Just as award shows captivate audiences with compelling storytelling , trade shows can benefit from crafting narratives around exhibitors and their products ”
Moreover , just as award shows captivate audiences with compelling storytelling , trade shows can benefit from crafting narratives around exhibitors and their products . By spotlighting the human stories behind the brands – the passion and ingenuity that drive them forward – trade shows can forge deeper connections with attendees , leaving a lasting impression long after the event concludes .
Yet , perhaps the most poignant lesson that the trade show industry can glean from award shows is the power of recognition and validation . Just as artists cherish the accolades bestowed upon them by their peers , businesses thrive on acknowledgment of their hard work and contributions to their respective fields . By instituting awards and honours within the trade show framework , organisers can inspire innovation , foster healthy competition and motivate exhibitors to strive for excellence .
In essence , the convergence of award shows and trade shows presents a unique opportunity to redefine how success is celebrated in the business world . By embracing the principles of glamour , substance , storytelling and recognition , organisers can create events that not only showcase the latest products and innovations but also inspire and uplift all those who participate .
To paraphrase Ricky Gervais , If you do win an award , use the award to inspire your industry and avoid unrelated speech making !
As the curtains draw to a close on another successful trade show , attendees and exhibitors alike depart with a renewed sense of purpose and possibility . In the intersection of award shows and trade shows lies a world of untapped potential . If you are doing all these things , congratulations , and if you are not the time is prime to start . EW
www . exhibitionworld . co . uk Issue 2 2024 13