Three Tradeshow Benefits to Embrace Rising Gas Prices
By Susan Friedmann
It’s no surprise that oil price are rising through the roof, bringing the cost of gasoline and aviation fuel along for the ride. This morning’s newspapers report that $7 a gallon gasoline might be on the horizon – a staggering number that has dire implications for almost every industry, from travel to agriculture, biotech to capital equipment.
What, you may be wondering, does this have to do with tradeshows?
Let’s not mince words. This situation creates a double-whammy for exhibitors. Not only will it cost more money to transport you, your team, and your exhibit to and from the show, but there will be fewer attendees at the show.
Some organizations, considering this, might make the decision to forgo the show. Higher costs, fewer attendees — it seems like an easy decision to make.
Easy, but wrong. Here’s the top three reasons this is NOT the time to skip the show:
1. Less Competition
There’s no doubt about it: some companies ARE going to skip the show. There will be fewer exhibitors, which means your exhibit will be more visible by default. Savvy exhibitors will have a plan to capitalize on this opportunity.
2. More Time
The less exhibitors attendees have to see, the more time they have to spend with each exhibitor who is there. This gives you a great window to begin or reinforce that relationship. Having a few extra minutes can make all the difference in the world.
3. Better Prospects
With the costs of attending the show rising, weaker prospects — the group that comes to kick tires, take up your time, collect premium items and never buy anything — are less likely to attend. A greater percentage of show attendees will be focused on doing business.
Susan Friedmann is a “how to” coach specializing in the tradeshow industry. She works with organizations who want to boost their exhibiting results by attracting new business at tradeshows; designs and implements strategies for show organizers and exhibitors who want to retain and grow their customer base; and also works one-on-one with exhibit managers and conducts national and international presentations and workshops. Her website is www.thetradeshowcoach.com.
Excellent post. I have clients that have cut their trade show budgets and are only focusing on the shows that have produced in the past. Maybe they should rethink that.
Comment by Tim Rueb — June 23, 2008 @ 7:09 am |