Posted February 10th, 2009 by Exhibitslist Team
Submitted by Rhiannon Anderson from Steelhead Productions - www.steelheadproductions.com
Your business may be more vulnerable than ever before, however, many say it is not the time to stop or even slow down marketing efforts. Corporate America relies on trade shows to generate interest in and sales for its products and services. Trade shows provide a unique 'live,' selling opportunity unlike any other marketing avenue, one that can generate outstanding results given proper planning and the right show presence.
[more after the break]
Although the trade show industry is projected to contract, buyers are still attending trade shows. John Pavek from the Exhibitor Media Group made the following comment at Access 08, "in these down times, serious, very qualified individuals attend trade shows, it's a good time to attend.'
Given these tight economic times, buyers are seeking the highest value for their resources. This means many buyers are negotiating contracts and seeking bids from vendors that they may not have worked with. What's the silver lining? Trade shows are the most effective way to demonstrate and communicate your highest value proposition to the very serious buyers.
Things your clients should consider when they attend trade shows:
1. Does your exhibit communicate the strength and vitality or your company?
2. Does your campaign resonate with the needs of your audience?
3. Are your staff engaged and excited about your unique proposition?
What do you think? Is the current economic climate a hindrance for those of us in the exhibit industry or is it an opportunity?
Interesting thoughts! It kind of reminds me of an article in the December 2008 issue of Wired Magazine. The article was entitled, "Back to the Garage - When the economy is in turmoil, the time is ripe for innovation." It hi-lighted the fact that in July 1993, Tom Siebel founded Seibel Systems by hiring some software engineers and rented office space for 11 cents a square foot in East Palo Alto, California. By 1995 he had product offering that no other major software companies could challenge and he became one of the richest men in America. What about in the exhibit industry? Is it time to challenge old modes of operation? Can we do more with less? Can we provide better service for the same price? I think it is high time we found out what we are made of!
Read the entire article with the link below:
http://www.wired.com/culture/culturereviews/magazine/16-12/st_essay
The trade show industry is chalk full of innovation and yes, this is the perfect time to undo wasteful ways of the past in order to embrace ways which will create a sustainable and prosperous future for our industry. Here’s to the old…but very relevant quote, “when the going gets tough, the tough get going”.