Trade Show Ideas: Keep Shows Relevant Through the In-Person Experience

In the “old days” before anyone with an internet connection could see your company’s flashiest, newest presentation online, trade shows were often the forum for launching new products, releasing updates, and making company announcements. Visitors included some decision makers, along with many junior personnel who walked the floor to learn and enjoy a couple days of business travel in a different city. Now that the internet can both deliver the presentation and facilitate online meetings, are trade shows irrelevant?

Diminishing trade show attendance numbers may suggest this, but trade shows still have a very important role to play in product sales and marketing. Since attendees are more discriminating about which shows they support, the onus shifts to exhibitors to make the shows “unmissable.” The result? Good trade show marketing must now make the in-person experience more valuable than the online experience.

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