HR Tech – The View From The Booth
There are few things I look forward to each year as much as the HR Tech Conference. This year was a bit different, though, as it was my first as a member of a vendor team. Trolling the aisle of the expo floor takes on a whole different vibe when you are part of the event instead of just an attendee. For those of you that have never experienced it from the other side of the kiosk, I’d love to share what I was able to experience this year.
Booths
Getting to be involved in planning and designing a booth for the first time revealed a secret to me. It’s kinda hard. Trying to balance a professional image with a fun reason to visit is a tough act. Trying to find ways to get the attention of attendees and then hold it long enough to share your story is no small feat. And I’ve spent enough time avoiding eye contact on the expo floor as an attendee to know what doesn’t work.
But the truth of the matter is vendors invest a lot of money in putting together a display to share their story. Yes, there are some that are just looking to collect scans of name tags, and those are easy to spot by the boothers who stand in the aisle and ask to zap you with no semblance of conversation. But they are, in truth, the minority. Most of the people you see in booths are there because they have a story to tell, a product they believe in, and a solution to a problem.
I never gave much though to vendors as a attendee, but the fact is conferences don’t happen without them. Their dollars make the show go. That’s true for shows big and small alike. For the ones that put the time and effort into providing a great experience and a meaningful conversation, they deserve eye contact at the very least. And if you aren’t interested in their product, that’s ok. Their time is valuable too. Just let them know so you can each move on.
Content
Many shows, HR Tech included, provide full conference passes to their vendors. But rarely do they get used. The expo floor may be open for only part of the show, but there is a lot of work that goes into running that booth, setting up exhibits and working the room. So much, in fact, that the time in between expo hours is used to restock, to review the conversations, and to rest up for the next wave. It’s a lot of work, to be sure.
That means the vendors rarely get the chance to attend sessions and be part of the knowledge sharing that takes place. It’s a disappointment, but part of the gig. So the only time vendors have to share knowledge is during the down time. And most of that takes place with other vendors. There is an astonishing amount of information shared on the floor when vendors are alone. So much, in fact, I started to feel sorry for the attendees who missed it.
And if you ever wondered why you don’t see the vendor teams out and about at the big parties, now you know. Boothers are a tired bunch at the end of the day. Cut them some slack.
Value
For attendees, good content and an occasional cool piece of swag might be the takeaways you remember. For vendors, it’s the conversation. Most boothers are there, as I’ve said, are there because they have a story to tell. One they believe in, one on which they have staked their livelihood. They don’t care about getting 500 badge scans. They care about conversations. Meaningful ones. Conversations that might lead to something else. That’s what keeps them going. That’s what keeps them coming back.
Attending as a vendor is a very different experience. It’s one that really highlights the need for conversations, the need for connections, the need to look beyond the misconceptions of commerce and the “dark side” of the technology arena. In truth, we learn best when we learn from each other, and it is the conversations that take place in a booth that drive much of it.
I hope you had the time to come and visit us. If not, I hope you stop in next time. We’ve got a great story to tell, but more importantly we are there to have conversations with others that work in technology. And use technology. It’s how we all get better.
