There are a handful of people who have nearly omniscient access to insightful data on the health of the trade show industry. Skip Cox, Lee Knight, Don Freeman, Doug Ducate, and Michael Hughes regularly see reams of research on what exhibitors are doing and plan to do.
So when Michael Hughes gave 9 reasons “Why I am Optimistic” that trade shows will rebound in his December 7th, 2009 industry analysis column, it’s worth listening to what he has to say.
I’ve summarized below the 9 reasons Michael Hughes feels that trade shows will bounce back from the last painful two years and continue to thrive as a powerful marketing medium in the future:
- Economic rebound from deep global recession
- Attendees still like trade shows
- 90% of trade show managers think the worst is over
- More exhibitors expect trade show budget increases
- Trade show media has competitive advantage over other media
- Face-to-face exhibitions give access to high-level buyers better than digital media
- Growing overseas companies will want access to U.S. buyers
- U.S. consumers are eager to resume spending
- Innovation within the exhibition and events industry
While Michael Hughes does point out that 2010 will not be a record breaker, and that the industry is responsible for continuing to innovate and add value, he concludes, “The bottom line is that I’m positive because people have an inherent need to meet, and the Internet is not the sole solution for building brands and driving sales or communicating and learning. The data is suggesting we are at or near the bottom. Recovery may be slow, but it will be real and sustained.”
To read Michael Hughes’ full analysis, just click on the word “fullscreen” in blue text below to open and read his article.
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