Trade Show Trends

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

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

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

About the Author: This trade show trends article was written by Julia O'Connor, a speaker, author, and consultant who writes about practical aspects of trade shows. As president of Trade Show Training, Inc,, she works with companies to improve bottom line and marketing opportunities at trade shows. Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars. Contact: 804-355-7800 or TradeShowTraining.com

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