Recently I witnessed a new high in technological arrogance on the trade show floor. Yes, it finally happened. Of five staff persons in one exhibit, three were talking on cell phones while the other two were deeply involved in a conversation via personal digital assistants (PDAs). The result was a group totally consumed by digits and beams. A truly gratifying experience for them I'm sure, but a total put-off for those who had entered the booth in hopes of getting information.

Since I was attending a major automotive components show where one would hope exhibitors would be eager to engage visitors, I decided to see how widespread the practice was throughout the show floor. I observed at least one person (sometimes 2 or 3) talking on a cell phone in 90 of 113 exhibits. In each case a visitor was within earshot of the user. In one instance a booth staff person interrupted a conversation with a visitor to answer her phone. The visitor walked away.

I am keenly aware of the proliferation of cell phones and PDAs in the show arena and can attest to the fact that as the level of intrusion has increased the level of staff effectiveness has decreased proportionately.

Perhaps it's time for exhibit managers to look at some of the effects of this distraction on the show floor:

1. Increased irritation by attendees at being ignored by the very persons they are paying to visit. Why should they attend shows where they are constantly being ignored?

2. Increases in exhibitor complaints about low traffic in the exhibit area.

There is a solution. No, I'm not advocating mass destruction of PDAs and cell phones. If used properly, they are wonderful, timesaving devices (yes, I have both) that let us accomplish many tasks that in earlier times could have only been completed in the office.

Here are some suggestions to help alleviate the problem:

1. Give staff sufficient break time to check and return voice mail messages.

2. Insist that all cell phone and beaming activity take place away (not in the aisle) from the booth area.

3. Require that all phones be put on "silent" mode while in the exhibit area.

4. Provide staff with some basic manners training.

Some of these measures may seem a bit extreme. However, if we are serious about allowing buyers and sellers to consummate business on the show floor, they are necessary.

Staff making dinner plans for the evening, checking on family or beaming "Subchaser" to one another should not be allowed to jeopardize the time and money spent to ensure a memorable tradeshow presence.

Let's get our objectives in "sync" with our visitors. Leave the" beaming" to Scotty