Suitcasing is a practice where non-exhibiting salespeople attend trade shows as visitors and conduct business without paying for an exhibitor’s booth. Many exhibitors and organizers see this as unfair, as it allows these salespeople to engage with attendees without contributing financially, while others view it as a legitimate form of guerilla marketing.
Event Tech Live (ETL) in London recently implemented measures to combat suitcasing by restricting non-exhibiting suppliers from engaging with attendees until 2 pm each day. This decision, announced just five days before the show, drew criticism, particularly from suppliers who had already promoted their participation. While organizers defended the move to maintain the event’s value for paying exhibitors, it raised concerns about transparency and the short notice given to suppliers.
Lindsay Martin-Bilbrey, CEO of Nifty Method, criticized the timing and lack of clarity around the policy, noting that such actions can alienate potential business partners. Some suppliers felt sidelined after promoting the show on social media, only to find themselves restricted at the event.
Adam Parry, the organizer of ETL, acknowledged the challenge of balancing community support with protecting exhibitors’ financial interests. The policy restricting non-exhibiting suppliers will be enforced at future shows.
Trade shows with hosted buyer programs, like IMEX and IBTM World, manage suitcasing by offering exhibitors exclusive access to pre-scheduled meetings with qualified buyers. While ETL has a small hosted buyer program, it’s not a central feature of the event.
Experts suggest charging a fee for visitors to deter suitcasing. Jochen Witt, trade show advisor, recommends a low attendance fee to reduce non-exhibiting suppliers’ presence, while Greg Topalian of Clarion Events supports higher fees to align visitor costs with exhibiting costs, discouraging suitcasing. The goal is to create a premium event experience where legitimate buyers are prioritized.
Visit our site: https://nationaleventstaffing.com/
Credits to the article owner: https://www.eventmanagerblog.com/