When industry trade shows and expos collocate and are held at the same time and location, is this good or bad for the show’s exhibitors?
Recently, Informa Markets announced it is launching the inaugural Sustainable Manufacturing Expo in 2025, collocating with IME West/MD&M West in Anaheim, California.
But what does this mean for the exhibitors of these shows?
Benefits of collocating shows
Collocating refers to hosting multiple events, conferences, or trade shows at the same time and location. By collocating, these events share resources, space, and sometimes even participants, creating opportunities for attendees to explore different but related industries or topics in one place.
It is supposed to allow for more efficient use of time and resources for organizers and attendees, often increasing overall attendance and networking opportunities. But organizers and attendees aren’t the only ones that benefit.
Exhibitors also benefit from collocated shows in the following ways:
- Increased foot traffic boosts overall participation and exposure for exhibitors.
- Exhibitors save on travel, lodging, and other expenses by attending multiple events in one location.
- There are more opportunities for cross-industry networking and collaboration.
- Exhibitors can reach a wider audience, gaining access to potential customers they might not have reached otherwise.
NAHB’s International Builders Show (IBS) and the Kitchen and Bath Industry Show (KBIS) have been collocated in recent years to bring added value to exhibitors and attendees alike. The two events formed what is now famously known as Design & Construction Week (DCW).
In the years following the pandemic, collocating has become a popular way to cross-pollinate related industries, cut costs in an inflated economy, and maintain strong engagement.
Challenges of collocating shows for exhibitors
Exhibitors should be aware of a couple of drawbacks when their favorite industry show brings a third wheel. For example, increased attendance can be both a blessing and a curse. We often tell our clients that booth traffic is good if it is full of their target audience.
Exhibitors will need to be prepared for the following challenges:
- Diluted focus, potentially reducing the impact for specialized exhibitors or attendees.
- Overcrowding that leads to longer wait times.
- Greater chance of logistical issues such as booking accommodations or navigating larger convention centers.
- Brand identity confusion due to the added difficulty of standing out, especially if there are many unrelated sectors represented.
Overall, if exhibitors plan ahead, collocating is generally a positive for all parties involved: the organizers, attendees, and exhibitors. However, the organizer’s primary responsibility is to produce a user-friendly event that delivers networking value to its participants.
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The Trade Group, a full-service event marketing firm, is ready to assist you in designing an exhibit or event that not only showcases your solutions but also helps you achieve your strategic objectives. To start planning your presence at CleanPower 2025, contact us here or call us at (800) 343-2005.
