Feature article—
"What does information age mean for future of trade shows?"
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Does data
coming in over the computer help much? No, the work is compromised by
distractions; those who begin the vendor identification process on-line
complain of constant interruption. Offices today are deluged with
information — via voice mail, e-mail, overnight mail, faxes, express
packages — and lots of redundancy.
Information
technology advances have brought all this. But trade shows provide a way
to concentrate on key decisions through an environment characterized by
"immersion diversion." Without distraction, attendees are totally
engaged and attentive to their industry issues.
Trade shows
also deliver a dynamic system through an arena of competitive
interaction. Electronic media replace more-comprehensive industry
overviews with the tunnel vision of screen-by-screen thinking. Print
advertising often has been described as one-way communication. Web
interfaces have been heralded as ushering in an age of dialogue — but
that's what trade shows have offered all along.
Something's
still missing: The competitive element that drives marketing machines —
companies that compete with the suppliers you work with, and your own
competition.
No other
marketing medium creates a marketplace. This one is constantly in
motion, and the whole is greater than the sum of its parts. While some
try to time trade shows to optimized industry buy cycles, I have seen
exhibitions create that timing. Product introductions were delayed so
they could have maximum impact at "the" industry event. Purchasing
decisions were accelerated by what buyers now saw on the trade show
floor.
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