Feature article—
"What does information age mean for future of trade shows?"

Continued ...
Return to page 1 2 3

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.

Page 1 2 3 next