Feature article—
"Future of Trade Show Marketing? You Decide."

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It hasn't been that long since I sat client-side, and I remember legions of magazine space sales representatives calling on my area in 4- to 8-week cycles, regular as clock work. What is the trade show industry's parallel to this dedicated, aggressive advocacy?

My dentist is right about one thing: The way corporate America does business is changing. "Going global" isn't a novelty, it's a necessity. Many previously-fragmented buying influences are being consolidated, centralized. It's easy to say "the old ways" of marketing to customers no longer work. It's easy to succumb to the temptation of today's glitz. "Follow the thundering herd." Lemmings! But we know what tactic has a proven track record, what continues to work now as it always has.

All that being said, perception is still reality. If the facts about the value of exhibition marketing are not detailed and put before the right audiences, our industry will be at risk. It is up to each of us to make certain that the facts of our industry's value are heard.

As for me, my next dentist appointment comes later this month. And when Dr. X comes at me with his laughing gas, I'll be ready.

Published July 1997 in Exhibitor Magazine (ISSN 0739-6821), Rochester, MN; written by Dell Deaton: 1,511 words.