When In-Person Trade Shows Were Doomed

Article by Rich Donnell, Editor-in-Chief, Panel World

For some years, even before the COVID pandemic, equipment shows had come under the gun. Some people were saying: No need for them. Why waste the money? Everything you need is already on the website. Indeed it seemed that such shows might be on the wane. We heard this kind of talk at the Timber Processing & Energy Expo (TP&EE) we produce every other year in Portland, Ore. And we heard it at other equipment shows where we regularly exhibited.

Then came the pandemic. Everybody had to cancel their trade shows. Whether you liked them or not, now you couldn’t go. Suddenly they didn’t exist. Well, they kind of existed.

I believe they were called “virtual” trade shows. I was bombarded with e-mails from companies that were now in the virtual trade show production business. When you visited the trade show, you entered a 3D virtual lobby, with a lot of signage and “virtual” people standing around. Then you entered the exhibit hall and could comb through each of the exhibits, click on one of them, call up their profiles and product offerings, chat with one of their representatives. Even put one of their products in your shopping cart and make a purchase. “Hey, I’ll take one of those gang saws.” “Credit card number please…”

I couldn’t quite get past the artificial people. It reminded me of the fake people they used to produce certain scenes in the movie Titanic. If you look real close…they’re not real. Seriously, it was a noble attempt to create a social platform during a period of social hibernation. But we weren’t interested in doing one for TP&EE. We’re a little old-fashioned around here. About the closest we got, after we were forced to cancel our 2020 show, was to allow all of the exhibitors to post short videos on our show website.

I assume virtual trade shows are still being done and I would imagine that their capabilities have become quite creative.

In the meantime, since the end of the pandemic, it seems that in-person trade shows have had a resurgence. There’s a lot of enthusiasm at these events. The pandemic reminded people that it’s a lot more fun and professional to meet with people in person. Body language is an essential part of communication.

We resumed our in-person TP&EE in 2022. Though traditionally the event has been heavier to the sawmill crowd, it had a good turnout from the panel mill people. We expect more of the same this September 25-27 at the Portland Expo Center. I see exhibitors that also cater to the panel and engineered wood products industry like Westmill, USNR, Samuel, Raute, Imal, Grenzebach, BE&E, Murray Latta, Spartek, Altec and many others.

We hope to see you there, for real.