Thinking about co-locating your event because the show is struggling? Forget it. Considering co-locating to save yourself some work or money? Wrong again. Thinking about co-locating just to build a bigger audience? Won’t work. There are plenty of good reasons to co-locate, but these aren’t them.

Co-located shows work when the purpose is to bring added value to the attendee and the exhibitor. The convenience and cost-savings of attending or exhibiting in just one show. The depth of knowledge attendees can gain in the classroom and on the show floor. The new segments of attendees exhibitors might not have otherwise had the chance to meet. These are the value-added benefits you need to see before you agree to a co-location.

Sure, with the right co-location, you might save a struggling show. Shared expenses and staffs could produce savings in both areas. And you may, in fact, build a bigger audience, but it has to be the right audience.

There are certainly upsides — two booth sales teams, two marketing teams, the ability to offer attendees double the content, and the chance to create a mega-buzz one show alone couldn’t achieve.

But there are downsides, too. Your brand could lose a bit of its luster in the shadow of a more formidable partner. Egos can sometimes lead to territorial disputes, and going your separate ways when a co-location falls apart can be difficult.

The Participants
Ron Mathews
Vice President for Foodservice Events
Reed Exhibitions

Jason McGraw
Senior Vice President of Expositions
InfoComm International

Megan Tanel
Show Director
CONEXPOCON/ AGG

Mary Velline
Group Show Manager
Firehouse Events

Jim Pittas
Vice President of Tradeshows
PMMI

PACK EXPO INTERNATIONAL — PROCESS EXPO
www.packexpo.com
November 9-13"