High tech companies are clamoring to get into a fairly nondescript building in San Francisco. The building at 795 Folsom Street doesn’t have the accoutrements offered by many of the buildings occupied by denizens of the high-tech world: no gym, no cafeteria, not even decent iPhone reception. So what’s the draw? Physical proximity to Twitter, that’s the draw. Twitter has its headquarters offices on two floors of 795 Folsom. Companies whose business model is all about virtual relationships crave physical proximity to Twitter. Ironic, is it not?
One of Twitter’s 795 Folsom neighbors was quoted in the New York Times as saying, “Even though it’s all about tech and the Internet, the real magic of Silicon Valley comes from people being in the same space”.
That is equally true of a trade show. That is the magic, people interacting with one another in person. If you are promoting a trade show, considering exhibiting or attending a trade show, keep that magic in mind.