Trade shows provide the best face-to-face marketing effort but shifts in economics and demographics are important to note.

MORE SHOWS… Globalization has opened the doors to new and expanded shows around the world. The greatest increases are in China, India and other parts of the Asian marketplace.

MORE COMPETITION… Time is short and trade shows face competition from corporate events, from golf events as association fund-raisers or just networking to anything else in the corporate incentive and consumer experiential marketing kit.

MORE CONSOLIDATION… Show organizers and owners are aging or changing focus. From major owners to small shows, show management firms are selling to larger firms or specialist organizers.

MORE OUTSOURCING When owners and organizers realize they can't keep up with new technology, rapidly growing markets, or shifts in association demographics or industry economics, they increasingly look for outside experts to handle all or part of the trade show job.

MORE OPTIONS Companies may opt to decrease space at big shows and spread the dollars among smaller regional or local shows, utilizing deal

er, agent and representative networks to spread the word about the company

MORE EMPHASIS ON MARKETING Thanks to technology, there are more outlets for marketing - e-mail, blogs, iPods and RFID follow-through - plus retro (but much appreciated) hand-written invitations. Smart exhibitors know their markets and how to reach them.

Tell Your Friend