Tradeshow Week has just reported that 4 shows recently saw significant gains in attendance, despite the recession. Attendance increased from 10 to 35% in 2009 compared to the previous show. The shows are:
- TuttoFood, Milan, 35% growth
- Electronic Security Expo, Baltimore, 27% growth
- SAWLEX, The Sawmill & Logging Expo, Morgantown, W.Va., at least 18% growth
- Expo Pack Mexico and Procesa, Mexico City, 10 % growth
While Tradeshow Week says the growth was random, I saw three main reasons for the growth: The shows expanded their education sessions, their networking opportunities, and their marketing efforts. It makes sense they increased attendance: expanding education and networking brings greater value to attendees.
Most of all, rather than play it safe, these 4 trade shows made the commitment to expand, period. Lately I’ve read more articles where people say the recession won’t end until people stop playing it safe and go market themselves. It’s great (especially for their exhibitors who are seeking to reach their clients and prospects) to see these 4 shows do just that.