I happened to read the analysis of the results of a survey by Tradeshow Week magazine, in a blog post titled 'New Study: Attendees Highly Value Trade Shows'. The blog post points out that, "Michael Hughes, Tradeshow Week Vice President of Research, pointed out several years ago that it was higher attendance at shows in 2003 that then led to increased exhibitor numbers and booth space rental coming out of the last recession. His latest report predicts that history is likely to repeat itself: When the economy improves, more attendees will go to shows, and then more exhibitors will return." Incidentally, I have known Michael Hughes since my first email to him about 11 years ago to show him a demo of our online trade show; I deeply respect him and I even quote him from time to time.
Seeing the survey makes me wonder if there is a way to survey those who do not attend tactile trade shows. The absentees. Those left behind. Those who do not exhibit in tactile trade shows. I also think that the trade show industry, in gazing into its crystal ball also needs to factor in (a) tools popularized by the Internet becoming part of everyday business usage, and (b) the changing habits of marketers and buyers who seem to be able to switch seamlessly between the online and tactile worlds. Having reframed it thus, let us now revisit the reasons listed in the blog post referenced earlier, on why attendees value trade shows highly.
"Here’s why attendees value trade shows, even during a recession" says the blog post, proceeding to list several very timeless reasons, quoting Michael Hughes, on why people do trade shows ... to which I have taken the liberty of adding in parenthesis some taglines about common web-based tools that come to mind immediately, not only for attendees, but also for absentees... those who can't afford to enjoy the tactile experience of trade shows for whatever reason.
- The ability to keep up-to-date with changing industry trends. (Google Alerts)
- See new products, equipment, technology and services (Online video demonstrations and lead-generation webinars using inexpensive tools like GoToWebinar and Skype)
- See or participate in product demonstrations (GoToWebinar, Skype, Zoho Meetings, Twitter, BlogTour, Online Trade Fairs, Netbriefing's Proclaim)
- See products first reviewed online (Industry Blogs)
- Maintain and build relationships, network (LinkedIn, Ning, Meetup, Other Social Media)
- Meet exhibitors’ senior management and staff (Online Trade Fairs)
- Make purchases (Online Trade Fairs and Virtual Booths)
- Acquire new ideas (Online Trade Fairs, Twitter, Industry Blogs)
- Education and training (Webcasts and eLearning Tools)
- Save money, with the efficiency of seeing many suppliers in one place (Searchable Online Exhibit Halls, Online Business Matchmakers, Online Vendor Directories)
- Compare competing products and company teams (Online Research, Online Trade Fairs, Product Comparison Charts available online)
- Access competitive intelligence (LinkedIn, FirstRain, Twitter Search Feeds, Google Alerts)
- Maintain a presence – “see and be seen” (A plethora of Internet tools - too many to begin naming here)
There is no question that the tactile trade shows will never lose their place (they might morph into new shapes but will always be around) in the world of business - people like to do business with people they like, and that is what tactile trade shows help them find out. Tactile trade shows allow attendees to make up their mind whether they like the exhibitors' team or vice versa. It helps participants answer questions such as "Is this a team we would like to deal with?" (What about those who could not make it in person? What about exhibitors who could not exhibit and attendees who could not attend? We will address that in a moment)
I must hasten to add that a tactile trade show is not really always necessary for a buyer to like a seller and generate business. I personally know of exhibitors who have won contracts worth half a million dollars in a standalone virtual trade fair that we delivered recently for a major corporation. I want business leaders, and their marketers and buyers - to know that virtual trade fairs do generate real business. Even if the tactile trade show industry does not have a way to meet the needs of attendees and exhibitors until they physically walk in through the doors of the convention center, the itradefair (used as a noun here) offers tremendous value for such absentees - both potential attendees and potential exhibitors - right at their fingertips.
