By Ron Jackson
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The 2008 T.R.A.F.F.I.C. East show in Orlando May 20-24 was different - and despite all of the past success this pioneering conference has enjoyed that is exactly what it needed to be. The formula that T.R.A.F.F.I.C. introduced when they staged the first major domain conference in October 2004 is now being utilized by other promoters and with all of the competing shows spaced no more than 60 days apart "conference fatigue" has started to set in. To combat that, all of the promoters now have to find a way to stand out from the crowd.

Since they were the guys who started it all, it's not surprising that T.R.A.F.F.I.C. co-founders Rick Schwartz and Howard Neu are also the ones forging a new path in an effort to stay ahead of the curve. As they try to reinvent the "traditional" domain show they may pay a price in the short run, but it could well be the smartest strategy for the long haul because it looks like standing pat is no longer going to be a viable option in the conference game.

For Schwartz and Neu, the bad news was that attendance at this show was down considerably from their February show in Las Vegas, south of 300 by most estimates. The good news is that many people who went to Orlando, including me, will tell you that it was the most enjoyable conference they've ever attended. In the short term customer satisfaction may not cover the cost of taking over the entire conference center (and guaranteeing a huge block of expensive rooms) at Disney World's crown jewel - the Grand Floridian Resort. However, those happy campers will create word of mouth buzz, letting people know that someone is hitting the refresh button on the conference scene. I believe that is the prescription needed to cure the current trade show blues.

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