Trade Show Emporium

Q. Trade shows provide the best face-to-face marketing conceivable to attract potential clients to your business. But I don’t think just showing up at the trade show is enough. What can I do to improve my presence at my upcoming trade show?

A. If you are aware of the top five trends in trade shows, it will help you improve the odds that you’ll feel like attending the show was worthwhile.

Shows and then 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.

Trade Shows are not the only type of events anymore

Trade shows face competition from an increasing number of corporate and association events, including golf outings, fund-raisers, networking opportunities, incentive trips, and consumer-driven marketing activities.

Trade Show Organizers are changing focus

From major owners to small shows, show management firms are selling to larger firms or specialist organizers. 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 use outside experts to handle all or part of the trade show job.

More options for what type of show to attend

Companies may opt to decrease space at big shows and spread the dollars among smaller regional or local shows, utilizing dealer, agent and representative networks to spread the word about the company

Technology and Marketing at your trade show

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 trade show trends, their markets and how to reach them.