Trade shows + Recession = Wail of a time
Andrea | Thursday, June 11, 2009 at 11:08AM 4DK were approached to participate in the Symbian Exchange & Exposition trade show in London later this year. We declined, but the genial correspondence I had with Lee Dendy-Sadler of Informa Telecoms & Media led me to ponder the true reasons behind attending these circuses.
We “did” CTIA Wireless 2008 and 2009 – and attendance was notably thin on the ground this year. I think the crowd boiled down to industry bloggers, freelance PR consultants, desperate headhunters, and those of us who took space on the floor. The upshot? No one was actually doing any business – we were just hanging around the sandpit, showing each other our new toys.
But that’s only half of the problem. Trade shows are also about partying, connecting, getting free stuff, spotting the rising stars, and then partying some more. In a recession, no one is in the mood for that stuff (and we certainly can’t expect our companies to foot the bill anymore). It just doesn’t feel right to be seen having a whale of a time. Or should that be wail of a time?
Andrea
I’m probably going to get in trouble for this one, but someone’s got to say it:
Trade shows are no longer relevant in today’s world.
If today is all about connecting with people – and it is – then why do we in marketing think it’s acceptable to keep ourselves inside the tent, and our customers outside? It’s nuts and we have to change.
CES and CTIA in Las Vegas, GSM in Barcelona… I challenge you to open up to end users. I’m not suggesting you open the flood gates willy nilly and set in motion an undignified scrum with no central vision. I’m suggesting you deliver on your raison d’être: providing us (your customers) a place where we can engage with our customers so that we can be successful in our businesses. Closed trade shows have long been a valuable marketing tool to both large and small businesses. But if you assume that paradigm need not adapt (so we can survive), you do so at your peril.
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