Trade Show Advocacy Article #10 
by Dell Deaton
 

 

Photo: Dell Deaton, Proteus TradeShow MarketingLetter to the editor—
"Web Effects"

There is a disturbing and unsubstantiated opportunism being demonstrated by new media in the wake of September 11 that cannot go unchallenged. Yes, there are travel fears and inconveniences which are changing the way sales people, clients, and prospects connect.

However, electronic pitches won’t bridge the gap, as your November 19 article, “Web conferencing, talk eases salespeople’s fears” suggests. Readers should be reminded that the Internet bubble burst long ago in the free marketplace.

Other than attempted terrorist coercion designed to change the way we interact, what has happened to make these media more attractive now, to prove them more viable today?

In the months following reactionary corporate moratoriums on air travel, many of our clients in the trade show industry have started making strategic adjustments in event scheduling, placement, and size to help both buyers and sellers address the absolute need for face-to-face interactions. Associations and independent show organizers are developing mini-expo/conferences with greater frequency cycles. Convention and visitors bureaus are facilitating unprecedented flexibility in block sizes and lead-time responsiveness.  Increasing numbers of sellers are working to develop their own private exhibitions — and addressing issues that arise when competing customers commingle.

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