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Trade shows: any thoughts on the state of the trade show industry?
Trade shows and events get a lot of negative press these days. Is it deserved? Most trade show operators claim that it remains a very lucrative business. If that's true, what value do attendees and exhibitors derive from them?
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2 Answers
That is an unfortunate consequence of the "great recession." Business expenses are being looked at under a microscope and businesses are being frowned upon when these industry events are held in vacation areas. Considering this and the many technological advancements, the trade show industry will progressively evolve to an online format. Online trade shows and exhibitions have already started to become popular and have proven to save significant travel expenses by conducting seminars, classes, and networking events online. The Credit and Collections industry has already begun a recurring online trade show that is free for attendees to join and replay on-demand. Check out http://events.unisfair.com/index.jsp?eid=458&seid=1788.
You might be interested in this panel discussion on online v. onsite events with David Rich, Senior Vice President, Program Strategy/Worldwide, George P. Johnson; Cathy Breden, Executive Director, Center for Exhibition Industry Research; and Pam Didner, Global Integrated Marketing Manager, Intel Corporation
http://www.brighttalk.com/r/Ssf
Here's the list of questions posed to the panel:
* If offline events are less profitable for its organizers, will inventory subside?
* Can online events match the networking-power of onsite events?
* Does digital budget allocation need to be exponentially increased to handle this shift? * Will budget shift to digital marketing?
* Are online events a replacement for physical events?
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