The shadow of doubt has been cast over trade shows for a while now. Despite having their favourite shows, some buyers and sellers are in two minds when it comes to trade show participation.
Amongst the noise lies the reality of the cost of doing business and the objectives of such business networking activities.
One of my previous bosses once told me: “We have to spend money to make money”. Many may agree with the statement but are crippled by the process of measuring return on investment. As the competition becomes stiffer, sellers are more careful with investing into activities like trade shows.
Here are some of the reasons why I exhibited at trade shows when I was a seller:
Here are some of the concerns I understood after having several conversations with some buyers and sellers over the past six months:
As an industry, we cannot deny the fact that face-to-face connections between buyers and sellers are paramount in business as strong relationships cannot be built via emails and social media alone.
It is certainly harder to measure returns but we also need to start weighing the value of strengthening relationships as a result of such activities.
Of course, if strong relationships are already established, the value perception is less. We simply can’t deny the joys of having a good catch up during a networking function.
Maybe instead of turning our backs on the legacies of trade shows and what they have done for the growth of our industry over the past decades, how about joining our efforts in making a positive change?
Maybe some trade shows need a completely new format. As event professionals, I am sure our combined creativity, passion and purpose can create an event that focuses on engaging the audience whether you are a buyer or a seller.
So, what is your suggestion?
It is a common adage that it takes a lot less time and money to grow existing relationships than it does to secure new customers. So why aren’t we putting all our efforts into engaging and nurturing our current client base?(read more)
Taking place from May 16-18, 2017 at Messe Frankfurt, Germany, the IMEX Frankfurt 2017 trade show has fine-tuned its programme lineup in response to its exhibitor and delegate feedback.(read more)
Australia – Get Global, the first business events trade show in Australia dedicated exclusively to outbound products has announced Biz Events Asia as the official media partner.
Singapore – Nu Skin Japan brought 250 of its regional sales leaders for a well-deserved travel incentive to Singapore(read more)
Direct from IMEX America 2016 in Las Vegas –Timo Kiuru, CEO of The Unthinkable, started the knowledge session with a statement, “Welcome to the death of event experiential marketing.” Kiuru, recognised by Connect Corporate Magazine as...(read more)
You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities. (read more)
What do Malaysia and Singapore have in common in the way they market themselves and stay ahead as business event destinations?
Singapore – Set to open in the second quarter of 2017, the 222-room Sofitel Singapore City Centre has announced the appointment of Freddy See as Director of Sales & Marketing. (read more)
Singapore – October is set to be the busiest business events month as Marina Bay Sands welcomes the highest number of major events in a single month since its opening in 2010.(read more)
Singapore – A new Helsinki-based “hotel without bedrooms” event venue concept has made its way into Singapore. Here’s a sneak peek inside Huone Events Hotel before its February 23 opening and why it is bound to disrupt the local meetings industry.(read more)
Singapore – HotelAsia, one of Food&HotelAsia’s pioneer specialised trade shows will feature an impressive host of brands, showcase new equipment and technology and unveil a Singapore Pavilion for the first time. (read more)
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