The Internet may have profoundly changed the business of travel marketing, but the trade show endures. In fact, it thrives. In many industries, attendance is practically mandatory -- if you're not there, you're not anywhere!
For many seasoned companies, however, trade shows are less an opportunity to book new orders than a time to strengthen business relationships and meeting new opportunities. We're all so busy, but for those two or three days, we're all gathering at one place! Not an opportunity to be missed!
Because trade shows draw a lot of industry press attention, along with potential customers, companies often use them to unveil new products. But savvy companies aim to make a broader impression as well. It's a great time to show to the marketplace that you're improving your product.
Still, the trade show is a costly marketing channel. Compared to other options, exhibiting at a trade show is the single most expensive medium choice. Thus is imperative that you know how to prepare and work the show for your best ROI.