The Value of Tradeshows

Tradeshow FloorI noticed a recent spat of posts about tradeshows. Some discuss the value of participating in the show while others discuss the “emergence” of virtual tradeshows. At one point in my career, I had focused on conferences and speaking engagements – originally with Niehaus Ryan Wong’s Speakers Bureau and eventually starting the Conference Strategies for Blanc & Otus. 

From a PR perspective, I view conferences as an opportunity to establish thought leadership and to increase a company’s awareness. However, it’s also important to understand how this fits within the marketing mix for organizations. Attending a show is not a small endeavor for a company. It’s costly, requires staff and must provide concrete results in the form of sales gold – the almighty sales lead. These folks have done a great job as discussing the value of tradeshows:

Disclosure – my company has developed online conferences and events and provide live and on-demand streaming webcasts into virtual tradeshows for organizations.  



5 thoughts on “The Value of Tradeshows

  • Pingback: Future Comm » Making the most of tradeshows today

  • March 3, 2008 at 17:20

    @Julie – Actually, virtual trade shows aren’t like Second Life, which seeks to facilitate interaction between people. I would say the word “virtual” is a misnomer in this case. It’s more of an online component of the show that seeks to complement the live show.

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  • March 3, 2008 at 14:47

    Trade shows can be very exhausting and you cannot always predict bountiful results for your businesses. However, it is an effective way of making and establishing connections. I haven’t heard of a virtual trade show yet but I imagine it operates similarly to Second Life. Guess I’d better read up on the links you shared!

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