Trade shows are a valuable asset and an important means of business development for all kinds of companies, large and small. But, perhaps the most important aspect of the trade show is the fact that it provides a forum and a space for face-to-face marketing and networking. This kind of interaction, especially in the day and age of the internet and all other manner of virtual and distance communications, is growing increasingly rare. But, the good news is that more and more people are realizing the communicative and connective benefits of the face-to-face interaction.
The trade show has long been one of the best means for marketing your business and for connecting with potential clients and partners. But, some have criticized it because of the extra expense inherent in the model, especially in a day and age when virtual online marketing has taken over in many ways, especially for smaller businesses. A recent survey, however, has reiterated what so many have felt in their guts (even though saying so might start an argument with the accounting department).
At this year’s AIBTM (Americas Incentive, Business Travel & Meetings Exhibition) trade show, their were more than just interesting trade show exhibits. The entire show had a singular theme: “Defining the Future of Meetings Together.” In a survey, when asked about the very topic that we are discussing today, 85% of those surveyed said that face-to-face meetings were an essential part of doing business. This bodes well for the future of the trade show, because this is the primary reason that it is so successful and so popular a venue for businesses to expand their reach.
In the end, trade show exhibits are more than just an attempt to sell products or to gain new clients. They are a way for businesses to connect with one another and to grow relationships that will allow mutual partners to prosper and learn from one another. This kind of thing just can’t be done as well over the internet, or on the phone. That’s why we have the real thing in the form of the trade show. And it will likely be here for a long time to come.