Weekly Insights: Benefits of Teaming Up


Photo: FreeImages.com/roger_stoll

Ever since the economic troubles of 2008 and beyond, trade shows have been looking for ways to combine their strengths to survive and thrive. Earlier this year, even the mega National Association of Broadcasters (NAB) Show teamed up with New Media Expo (NMX) in a co-location arrangement. While this may seem like a logical pairing to many, it wasn’t very long ago that most mainstream media looked down on bloggers, podcasters and online TV show hosts … the exact audience that NMX draws. The two shows will combine again in 2016 as well, offering attendees a fresh perspective on where the future of broadcast media is heading.

Earlier this week, the International Carwash Association (ICA) and Automotive Oil Change Association (AOCA) announced that they will collocate beginning next year. This too seems like a natural match – there’s a frequent overlap between car wash and oil change business, which means that attendees can come to learn and explore a broader variety of exhibits.

But these new partnerships aren’t always about bringing two shows together, either. Interbike, the largest North American biking show, will host Bike MS on the day after the show closes. Riders who raise at least $100 for Bike MS will receive a complimentary pass to Interbike’s Customer Appreciation Day (the day before the ride) at Mandalay Bay Convention Center.

What other examples have you seen of shows teaming up with other organizations to improve the experience offered to both attendees and exhibitors? Please share in the comments below.


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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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