TRADE SHOWS SHOW US THE WAY: How to Enhance the Face-to-Face with Advances in Communication Tech

Even within an increasingly digital world, trade shows continue to thrive across most major industries. Their continued popularity makes perfect sense, in that they provide the kind of face-to-face, hand-to-hand business transactions that both businesses and their consumer base still crave, in spite of—or perhaps because of—the prevalence of digital and mobile communication. Even as advances in mobile tech and Internet of Things (IoT) connect us to one another to greater degrees, there remains an impetus in meeting one another in person, as well as personally handling products and seeing demonstrations.

The main value that trade shows offer is their ability to foster relationships that drive positive outcomes between businesses and clients, while also building strong industry communities. This has always been true of trade shows, as has their ability to connect those same communities to trends outside of their immediate spheres. This ensures everyone who attends keeps abreast of technological and cultural changes, which is why companies are so eager to send representatives to them. No one wants to fall behind and have to play catch-up with their competitors.

Trade shows rank second in marketing spend for most companies, behind only digital campaigns. And when it comes to physical collateral—pamphlets, flyers, etc.—trade shows are one of the last major avenues in which they are best utilized, even as those same shows implement advancements in technology. In this regard, trade shows may provide a map for how to bridge the gap between the old-school way of doing business and the future.

Advances in communication technology have revolutionized most industries, even as they continue to make professionals within those industries wary, if not outright nervous. But rather than being made obsolete by technology, trade shows have been able to implement tech to enhance the overall experience.

Live streaming video allows people to ‘attend’ shows that they otherwise may have missed without ever leaving their home or office. This also gives speakers the chance to give speeches and presentations to attendees, where previously they would have been unable. Meanwhile, video displays, touch screen monitors, and even VR technology have become more prevalent at individual booths, which invites deeper engagement with clients, and gives a fuller product or service experience than ever before.

Even as trade shows across multiple industries—auto, retail, tech, industrial, electronics—are quick to adapt to change, their inherent value remains the same. A study conducted by the Center for Exhibition Research (CEIR) found that 85% of trade show attendees are the decision maker when it came to purchasing decisions. That same 85% had not been contacted by a sales person prior to the show where they had connected. The study also found that the closing cost for a sale that begins with contact being made at a trade show runs at only half the cost of a sale that doesn’t initiate at a trade show.

Another factor that shouldn’t be overlooked: trade shows can be fun. While successful ones never fail to put business first, they also provide a break from the daily grind, and often use entertainment to enhance the experience. One of the biggest trade show events of every year, the National Association of Music Merchants (NAMM), held at the Anaheim Convention Center, brings together musicians, manufacturers, stores, and brands. It can seem almost more like a concert than a trade show; but make no mistake, major business is done at it.

No matter the industry or event, every manufacturer and retailer should look to have some trade show experience and presence during the year. To that end, exhibitors would require a logistics provider they can count on to handle the intricate nature of trade show management, including time-definite pickup and delivery; advanced warehousing, direct-to-show, and show-to-show services; Carnet and TIB Customs clearance; and white glove options (which include specialized packaging, display setup, breakdown, and debris removal).

Not every logistics provider is equipped to handle all of this, but Aeronet Worldwide is. Working with clients year-round on major trade shows (including NAAM) throughout the world, Aeronet has the expertise, and has the track record to prove it.