Tradeshow Week: The Value of Exhibiting in an Economic Downturn
by Christina Lee on August 12th, 2009
One of the biggest reasons to attend trade shows this year: the competition may be there.
More specifically, this trade show season’s business owners-turned-exhibitors want to “maintain continued, consistent visibility,” according to a report by Tradeshow Week.
“Not being at the show leaves people to wonder if we are still in business,” said one polled exhibitor. Another said that his attendance “maintain[ed] our company profile of strength and consistency, so when the market strengthens we are the first choice.”
About 62 percent of the surveyed exhibitors said they plan the same number of trade shows or more. They figure while overall attendance may decrease, their chances to access better prospects are increased, given the economy’s current state.
“The decrease in attendance has lent to increase in quality and size of prospects who do engage,” said one exhibitor. Such logic about this year’s attendee demographics make up 70 percent of the reason why business owners are exhibiting this year, as the competition make up 55 percent.
For more information on “The Value of Exhibiting in an Economic Downturn,” read the report.