SXSW Trade Show
Sunday, March 10 – Wednesday, March 13
Austin Convention Center
Exhibit Halls 3 & 4
The SXSW Trade Show can seem daunting at first glance for those of us that have never attempted to navigate its inner workings before. Fortunately, I have a few tips from Trade Show expert Morgan Catalina, who wears many hats as a representative for SXSW. Catalina, who’s been with the company since 2010, programs content areas within the Trade Show. She also focuses on special sales projects for Music and Interactive, and is an account executive for SXSW Eco.
This year’s Trade Show will span across four days, as opposed to fewer days in past years.
“In the past, it was harder for people attending Interactive to also go to the Trade Show,” Catalina said. “To accommodate more people, you can now go to the Show from Sunday through Wednesday. There are also several other shows, like Flatstock and the Music Gear Expo, which used to be parts of the Trade Show but are now held on their own.”
Catalina hopes that attendees will take the opportunity to enjoy all the Trade Show has to offer. The three main features of the Trade Show are the Block Party, Next Stage (presented by Marvell) and the Meet Up Pavilion.
The Block Party, which takes place from 4-6 p.m. on Tuesday, March 12, features a booth crawl with dozens of companies exhibiting new products and ideas.
“There are aisles and aisles of companies with so many things to offer,” Catalina said. “The Block Party is a great opportunity to enjoy the companies’ hospitality. It’s a fun and casual way to break into the Trade Show.”
Next Stage highlights the convergence of the various media that are featured overall at SXSW. This part of the Trade Show puts the spotlight on the best projects, artists and practices in the tech, music and filmmaking industries.
“Right now, there’s a lot of interest in start-ups and emerging companies and technologies,” Catalina said.
The Meet Up Pavilion gives businesses the opportunity to network with other businesses in a casual space.
“The Meet Up Pavilion is for B2B (business-to-business) programs and is designed to facilitate career development for different groups,” Catalina said.
Catalina enjoys the diversity of working the Trade Show, which allows many different companies to converge from across the globe.
“The Trade Show has a big draw with the international delegation. Some groups send in many different companies from their country,” Catalina said. “This year, there are 17 countries coming. Singapore, the UK, Germany and Japan will all have a big presence. Some new countries coming are France, Israel and Mexico. It’s really interesting because you can pop in to see different companies you wouldn’t see anywhere else. You can connect with them.”
Catalina encourages attendees to go with the flow and allow themselves to be immersed in the Trade Show.
“There’s a serendipity of finding something you didn’t know you’d be interested in,” Catalina said. “Just wander aimlessly. Take it all in. Don’t over-think it. Don’t make a list. Go and play.”