I was reminded again this year of just WHY these trade shows truly are still relevant and important to everyone. There really is no other way to see everything you want to see, in person, operating at one time. This is the one place that you can go and see everything pertaining to your industry at the same time and see all of the differences. If you are spending money on equipment, software and you need answers on what will work for you in your budget, you must be on the trade show floor. There are literally thousands of experts in one location. Nothing beats the ability to literally compare two, three, or ten similar products in the space of a few hours. Watch demo, use the product, ask questions, get answers and then have the ability to go back and ask more questions.

Nor is there any other place where you can stumble on to products and ideas you’ve never heard of. Attendees can make completely informed decisions based on a combination of information from the internet AND first hand experience at a Trade Show. Also word of mouth on the show floor opens the door to so much – “Did you see such and such? No? You have to go check this out in Booth….” We see this all the time with internet forums where one question leads to advice to look at an alternative. At a trade show you can not only look at the alternative but make a reasonable decision very quickly whether it’s a good alternative or not.

Now fit your company into this equation – can you afford not to exhibit on the show floor. Many clients take the “I am not going to exhibit, just walk the show floor” approach. Not wise. If you make the best basketball hoops in the world and your five competitors are showing on the show floor – what can you say to your clients as you stroll down the aisles. “Hey mine is better than all of those, mine are stronger, more colorful, offer better hang time.” Who cares? There is no way to compare. Seek the most promising ROI and exhibit at at least one trade show this year.