Are Trade Shows A Thing Of The Past?

YouTube, Instagram, Twitter, Facebook, LinkedIn....

Like it or not, social media is now a daily part of our lives. And, with some enhancements, upgrades, and new start-ups, it's likely a phenomenon that is here to stay. Many equipment manufacturers, vendors, dealers, and even customers have fully embraced these communication technologies wholeheartedly. Who can blame them? The draw of instant exposure, controlled content, and little or no costs are just too much of an attraction to avoid.

But, are these free (or nearly free) formats the only way to "get the word out"? Are trade shows truly a thing of the past now that social media is so ingrained in our "Google" filled lives? Quite simply, the answer is not by a long shot!

For sure, trade shows have gotten smaller and less attended in recent years. Lower attendance figures can be directly linked to social media as a venue to gain instant access to equipment features & benefits, testimonials, and on-line demonstrations. But, trade shows do still bring a unique perspective to anyone considering new equipment purchases or looking into options available in this rapidly changing digital marketplace.

Following are a few things to keep in mind while considering whether to attend your next trade show:

• Trade shows are a valid event- not a 30-second sound bite. Although our attention spans are short, an indiscriminate or ill-advised purchasing decision may have a negative impact on your production facility that could likely last a long time.

• Trade shows present a perfect opportunity to "kick the tires" on a product you are considering. A good habit to get into while attending a trade show is to bring product samples with you. What better way to find out whether a product will work for you than trying it out LIVE!

• Networking is a huge benefit associated with trade shows. Imagine an opportunity to talk with manufacturer's reps, dealer representatives, and current equipment users all within a stone's throw of each other? The impact and knowledge you can gain, in many cases, is simply worth the trip alone.

• There is no better time than major trade shows to see the newest product introductions! Most manufacturers deliberately hold new equipment innovations, announcements, and enhancements for maximum exposure at trade shows. Be one of the first to see newly introduced, exclusive, and/or "cutting edge" technologies.

• Discounts and deals aplenty! Manufacturers want to walk away from a major trade show with it being worthwhile for them as well. The best barometer of a successful trade show is "how much did we sell"? That motivation is a driving force for promotions that might normally be unattainable. Another great opportunity for the trade show enthusiast!

Any marketing expert will remind you that advertising and exposure to end users is a multi-pronged approach. Certainly, in this day and age, social media plays a key role in achieving that exposure. But, trade shows still offer a tremendous opportunity for those considering a significant purchase in digital finishing equipment. Do not underestimate the "tried and true" benefits of attending a trade show.