For a couple of years now we’ve seen an increase in tradeshow traffic for our clients. It’s been subtle, but it’s there for all to see. That traffic resulted in an increase in quality leads for those who have stuck to the tradeshow circuit. We have the numbers to prove it. One client alone registered more than 250 quality leads at their industry’s premier show last June.
Today, there is still more evidence that tradeshows are growing in influence. BtoB Magazine reports in the May 7 issue that tradeshow media, for the first time ever, surpassed print media in total revenue in 2006.
According to the report, tradeshows accounted for 36 percent ($11.3 billion) of overall b-to-b media in 2006. Print media came in at 35 percent ($10.9 billion). The source is American Business Media.
Why is this important? It shows that face-to-face contact remains an important part of any communications plan. You can talk via email all day long, use instant messaging, etc., but when it comes down to making the sale or building a relationship, face-to-face contact is still king.
I think Margaret Pederson, president of Penton Exhibitions, is correct. “As people spend more time face-to-face with a computer, real face-to-face becomes more important,” she’s quoted as saying. “It’s the opposite of what people thought would happen.”
Yes, 9/11 has had an impact, but now, the pendulum is swinging back the other way. Book early and think creatively when planning your marketing activity. And add important tradeshows to the mix.