Appointment-only and reverse trade shows have grown demonstrably in popularity of late. Though these types of events have their place and can seem to be more cost-effective, the traditional trade-show format has inherent value that no other format does. As both an exhibitor at and organizer of trade shows, Timothy Schneider offers a well-rounded perspective and outlines three reasons why traditional trade-show exhibits help bridge gaps between customers and exhibitors.
The Value of Trade Shows, by Timothy Schneider
Attending, exhibiting at or sponsoring a trade show or conference can involve significant expense. In the past year, our company participated in a total of 50 different trade shows and conferences. When staff and travel expense is factored in, this level of live-event marketing can quickly dwarf the expense of the other forms of marketing our company utilizes.
In recent years, there’s been tremendous growth in the number of live-event marketing opportunities in practically every segment of the economy. There’s also been an increase in the number of appointment-only and reverse trade shows. In our experience, both as an exhibiting company and as an organizer of trade shows, we believe there’s a value in adding components to live events that help facilitate deal making. However, we also believe that the traditional trade-show format provides value that no other format can.
Read the full editorial on the Association News website.
Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.