Published on 09/06/2022
It's funny how "experts" appear in a crisis and make pronouncements.
During the COVID lockdown, I read many articles predicting the decline, nay death, of trade shows.
They included comments like;
“It’s about time these dinosaurs were finally laid to rest.”
“You don’t need these costly events when you have digital and Zoom.”
And, the longest-held misnomer of all;
“You can’t measure the returns from exhibiting” also re-surfaced.
As attendances since reopening are showing, trade shows are very much alive and well, and those expert “opinion pieces” and predictions were totally wrong.
Bumper attendances at many 2022 trade shows and conferences show that exhibitors and visitors are only too keen to return.
I’m guessing that some of those experts had a vested interest when commenting and would be glad to see the back of a highly accomplished adversary.
Most can’t have worked in sales or worked on a stand at a trade show.
If they had, they would know that a Zoom or Teams call is no substitute for in-person conversations and interaction.
Certainly not when it comes to lead generation (content delivery, maybe).
Yes, trade show participation is not cheap, but the quality of leads generated is usually of a much higher standard when compared to digitally-sourced leads.
And, unlike digital, buyers actually come to you.
It's worth reminding ourselves that, unlike most other scenarios where buyers make access difficult (some would say impossible), at a trade show, they willingly go somewhere they know hundreds of businesses have gathered to sell to them. Yikes!
Better still, you can track every one of the blighters who visit your stand if you use a digital recording device.
Also, no one can make a company overspend on their participation. That, if it happens, is down to the exhibitor.
And overspending simply means spending more than the results justify.
That can happen with any form of marketing if you misjudge the return on money invested.
So, if you want to work with a firm that understands the event medium, talk to us and ignore those "experts."
Email [email protected] or call 01702 662 111 and let's start a conversation.