Successful Exhibiting Strategies in Uncertain Times

Since 2002, the trade show and event industry has enjoyed positive growth, driven by strong corporate profits, convention center expansions, low airfares, healthy corporate travel budgets, the need for training and education, historically low interest rates, and the continued embrace of event marketing to reach buyers (Tradeshow Week — Executive Outlook 2007). However, 2007 ended with relatively flat growth (+1.6%) and 2008 [and 2009] have become [years] of uncertainty and questioning what will happen next.

Many of us in the exhibiting industry are faced with no-growth budgets, but even worse, funding has been withdrawn to protect your organization’s bottom line for other seemly effective marketing communications. Our managers and owners are concerned with the economic impact of [last] fall’s election: Will a change in administration mean a change in the business climate? The biggest issue for us as exhibit professionals is how to respond when management says, "Let’s reduce our budgets," or "Let’s reduce our participation in trade events." Get the complete 16-page Successful Exhibiting in Uncertain Times white paper to learn how to maximize your company’s budget and still generate leads in the most effective form: face-to-face.