It is interesting how trade shows are still not dead, despite the increased use of social and/or new media. Take the recent NBAA show from last fall in Orlando.
Emily Feliz of Avionics Magazine reported in a recent Editor’s Note that while the show itself, from a traditional perspective, was down, the emergence of a spirit of connectivity prevailed. As she notes that while space went empty and numbers of attendees and exhibitors had declined from previous years, there was a spirit of connectivity in the hall.
At this show and at others in the past, when times are tough, manufacturers use the opportunity to do several things:
- Refocus on customer service
- Review and enhance existing product lines
- Look at and shore up positions in the existing marketplace
Ms Feliz also went on to note the huge growth in internet connected aircraft and the technologies associated with that. She also continued by talking about the value of the personal connections made at the show.
This is another supporting case for the face-to-face value trade shows bring to any market, particularly the last part about personal relationships. Nothing, and I mean nothing, replaces face-to-face contact. In the recent theatrical release “Up In The Air”, George Clooney’s character ultimately returns to the road to do his work face-to-face as nothing replaces the person in personal contact–even if it is to fire people. As Ms Feliz concludes, “…if there is a silver lining to the bad economy, perhaps connections are it.”
Keep using trade shows as a way to connect to your market, both to show and demonstrate product, but, more importantly, to stay connected to the people doing business.
For the full text of Ms Feliz’ article, go to http://tinyurl.com/yg7zggg
TTSG
