The economic blight of 2009 has left many people questioning the future of the trade show. A lot of companies have shut down and even more have tightened their financial belts. There have been a lot of cutbacks, layoffs, and downsizing not to mention mergers and buy outs. Companies are getting thriftier and wiser when it comes to spending. Even the trade show industry has lost some companies and seen some shrinkage.

Yet I still believe that for numerous reasons, trade shows are here to stay. You’ve heard the saying a lot in recent times that certain companies were “too big to fail.” In the same way, trade shows are too interconnected to fail. They’re connected to the travel industry, the hotel industry, the restaurant industry, the tourism industry, and the resort industry, just to name a few. Trade shows are a huge economic booster to these and other industries. A lot of cities and towns around America are dependent on trade shows to make or break their economies. Trade shows draw not only national visitors to an area, but also international visitors who tend to spend even more money to take advantage of seeing some of America while they are here. The economic advantages of trade shows cannot be underestimated.

One thing the economic downturn has produced in the trade show sector is a tremendous rise in virtual trade shows. Virtual trade shows can save a lot on expenses and stay up indefinitely. But the one thing a virtual trade show lacks and which is really the driving the force behind the real trade show is the human factor. People are social beings and no matter how technologically advanced our society may get with various communication devices, people have an innate desire for real social contact. There is something about face to face contact which has real power when it comes to influencing one another. I was recently at a car dealership when the sales manager told me that his sales people operate on a “100/25” principle. As long as a customer is in the show room, there is a 100% chance that a deal can be reached with that customer and a car will be sold. But as soon as that customer walks out of the showroom that percentage drops to 25%. That’s why they try to do everything they can to close a deal while you are there.

This same principle is true with trade shows. Far more business can be done face to face with a customer than over a phone or by mail. People are more apt to buy something when they are able to put their hands on the product, look the salesperson in the eye, and connect on some human level. That social connectivity produced by face to face contact also results in relationships which can drive long term sales as well. People tend to do business based on trusting relationship with someone than they do based on economic factors alone.

Trade shows also tend to draw primed customers – people who are already interested in your product or service. That’s why they’re there in the first place. You have a select audience to give your sales pitch to which will produce far better results than cold calling plans.

Trade shows are here to stay for other reasons as well. Business is run on relationships and trade shows are one of the biggest networking programs around. How many business cards are exchanged at every trade show? How many people go to trade shows just for the networking opportunities afforded? How many private meetings take place in hotel rooms, bars, and restaurants at trade shows? Again, it’s all about the human social need for contact with others.

Trade shows also provide a valuable service through conferences, seminars, and round tables. They are a forum for research, new ideas, trends, best practices, and so much more. They provide hands-on training, introduce new products, and keep industries on the cutting edge of their field.

Trade shows are definitely here to stay. There may be some changes taking place as more attention is given to budgets, such as display rental versus buying or the number of shows held or attended. But ultimately, trade shows are a driving force to business bringing like minded people together from around the world.

Author Bio: Lawrence Reaves follows the trade show industry, follows trade show events and trends in trade show displays. For a list of trade show events visit: TradeShowScheduling.com .

Category: Marketing
Keywords: trade show, future of trade show, trade shows, future of trade shows, trade show industry