As the owner of a trade show display manufacturing company, this is a question that I am often faced with. With the whole world turning to online advertising, marketers are looking for selling opportunities at the touch of their fingertips and also looking for instant ROI results. Trade shows are expensive, time consuming, and if successful results can take 6 months or longer to show. So how do trade shows still exist?
If you are in tune with the trade show industry, you may have noticed that trade shows are amalgamating with other types of shows because overall attendance has dipped, and expenses continue to rise. Exhibitors are being choosy when deciding which shows they attend.
Not only is attending a trade show expensive and time consuming, but let’s face it – we don’t really enjoying exhibiting. The expense, the pre-show stress, and the results are hard to manage – so why do we still go?
The simple truth: nothing is more powerful than a handshake. In today’s virtual world we are bombarded with sales tactics and advertising campaigns. We become desensitized to them and try to sort out what we are interested in and what we are not. While trade shows and other face-to-face events can also be filled with confusing sales and marketing messages, some of the biggest deals are stuck on the show floor.
Yet many of us struggle to see the ROI we need. We all have bosses that we need to prove results to, and exhibiting in a trade show can be a risky investment. However, face-to-face interaction with potential customers is an invaluable interaction that is seldom replicated online, on television or in print.
Are trade shows the answer? Do you struggle to achieve your exhibiting ROI? Ballance Display wants to know why you continue to exhibit at trade shows.