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.
