|CEIRís report titled,
Trends in Use
of Exhibitions, (F05.12) is a must read for show managers and
exhibitors alike. One of the many findings focused on attendees reasons for
participating in a trade show. Surprisingly the number one reason hasnít changed
in the last thirty years Ė ďlook for new products and vendors.Ē I think this
finding points to an underlying issue that needs to be addressed.
You have to ask yourself why anyone would go to a trade show to find a new product or vendor when all of this information is available at their fingertips without ever leaving their desk. The internet has made shopping easier and safer. Thereís not a product or vendor out there that hasnít been reviewed by someone on social media. So, for someone looking for a new product or people to do business with there is an unparalleled access to data and testimonials.
So, the question is why do they come to a trade show and identify their number one reason is to find new products? My guess is that it gives them a chance to do what the internet doesnít allow them to do Ė experience.
At a show they have a chance to touch and feel, to question and judge the vendors. In my opinion, thatís why trade shows are still so relevant and the number one place to see new products and find new vendors.
If Iím right then I believe it points to the need for a different approach to marketing a trade show, one that involves both the manager and exhibitor.
Do you agree?
©2014 by Barry Siskind