The Challenge of Non-Exhibiting Suppliers at Trade Shows

“Suitcasing” is a practice loathed by trade show organizers. It’s when a salesperson attends a trade show as a visitor, not an exhibitor, and conducts business out of a suitcase. While suitcases are no longer required, the practice persists. 

Many exhibitors and show organizers see this as stealing, as these people engage with attendees to do business but don’t pay for the right to do so. At least not in the same way as exhibitors do. Others see this “guerilla marketing” as a standard business method.

Event Tech Live’s New Approach

This week’s Event Tech Live (ETL) in London took a stance against suitcasing. The show was open from 10 am to 4:30 pm each day, but non-exhibiting suppliers were excluded until 2 pm. 

The restriction caused some uproar among suppliers. It’s hard to argue with a decision that prioritizes a show’s value for exhibitors. However, its late announcement, a mere five days before the show, was less than ideal. Particularly for suppliers traveling from as far as the U.S.

The call was a tough decision for show organizer Adam Parry, who told Skift Meetings he personally communicated the newly implemented measure to those involved. Essentially those representing event tech suppliers in sales roles. Exceptions were made. For example, those speaking at one of the show’s many educational sessions.

In a statement shared with Skift Meetings, Parry said, “This measure prevents unauthorized​ promotional activities that could undermine formal agreements and sponsorships. By restricting access, we minimize the risk of ambush marketing. Thereby maintaining the integrity and professionalism of our event. Limiting non-exhibiting supplier access during the busiest times helps create a focused and engaging environment.”

Suitcase Vendors are an Issue

Lindsay Martin-Bilbrey, CEO of Nifty Method agrees that suitcase vendors are an issue. “However, many events have a policy in their exhibition terms and conditions that limit this type of activity. And it is upfront from the beginning or it is handled on a case-by-case basis in a timely fashion,” she said. “Between the lack of transparency, the short notice, and the way this undermines the value for non-exhibiting suppliers, this feels like a case study in how to alienate your audience and business partners, especially in an industry as small and intertwined as ours.”

Some were also upset about helping to promote the show but then found themselves partially excluded by the new measure. “These same companies have been hyping their attendance on social media, giving ETL London all kinds of earned media reach without knowing they’d essentially be sidelined,” one attendee who preferred to remain anonymous said.

Balancing Community and Profits 

Parry has built a tight community of event technology professionals around the ETL shows. The original has more than a decade-long legacy in London. In addition, the Las Vegas show has two editions to date.

This call put Parry in the unenviable position of trying to balance supporting a community that he helped build and protecting the financial return of the exhibitors that make the show financially sound. 

With ETL London as the central gathering point of the community, making the show financially sound is essential. However, if the event tech providers and potential exhibitors involved in the community are opting not to exhibit or sponsor the show, there is a disconnect.

Parry confirmed that rules limiting the participation of non-exhibiting suppliers would be standard going forward at both shows. He also said they are falling in line with standard practices.

Hosted Buyer Programs Add Value to Trade Shows

While terms and conditions preventing suitcasing at trade shows are relatively standard, the ways to limit what non-exhibiting suppliers can do vary per show.

Shows that revolve around a hosted buyer program, like IMEX and IBTM World, use this feature to deliver a significant part of their value to exhibitors. The process involves finding and qualifying buyers (both hosted and not) and giving exhibitors exclusive access to scheduling tools to meet those buyers. This additional benefit to exhibiting clarifies the value, even if non-exhibiting suppliers can still attend as visitors at no cost. While ETL has a small hosted buyer program, it’s not a core part of the show. Exhibitors and sponsors can opt to be part of the program at an additional cost.

The show’s location at Excel London is a double-edged sword. On the one hand, the show is easily accessible to many event professionals interested in event tech based in and around London. Show organizers say attendance is over 4,000 over the two days. However, with the show being relatively small in scale, few event tech buyers spend a full day at the show exploring its 109 exhibitors. Even with the co-located Event Sustainability Live adding value, lengthy visits to both shows are unlikely.

Trade Show Pricing Strategy Challenge 

Trade show expert and advisor Jochen Witt, president & CEO of JWC, told Skift Meetings he advises his trade show organizing clients to charge a fee for attendance. Under $100 is common. This deters non-exhibiting supplier practices that can hurt paying exhibitors. The fee depends on common practice in the industry vertical.

Greg Topalian, Chairman of Clarion Events North America, favors a much higher price for visitors to attend trade shows, which gets closer to the cost of exhibiting. 

“The more valuable a show is, the more you’re willing to pay a couple thousand dollars to attend,” said Topalian. “If your goal is to suitcase, you’re not saving that much money because you’re paying a premium price to be there.” 

Topalian sees the issue as a result of the industry not capitalizing on the attending audience and generating revenue from them. 

Data is also crucial in learning who legitimate buyers are. “Data will either qualify them or not. The bottom line is the event should be a premium experience with a premium price and that will filter out low-end tire kickers.”

Suitcasing will not lead to success, according to Topalian. “Think about it. You’re trying to walk into a company who has spent thousands or millions of dollars to see their end user. You’re going to try to interrupt that and be like, ‘Hi, I’d actually like to sell you something.’ I don’t think it’s a smart way to do business,” he said.