Are Trade Shows Dying?
Internet economics and the recession pose a significant risk to the future of trade shows. A broad trend facing all technology industries, we may see dramatic reductions and changes to leading security trade shows in the next 3 years. With Norbain and Pelco both not exhibiting at IFSEC plus weak attendance at ASIS 2008, these fears and concerns are rising.
This report examines the underlying economics of trade shows and the comparative value to Internet marketing.
How ** ***** ***** **** *****?
**** **** ********** ****** ** ********** ads *** *** **** ** ***** revenue, ***** ***** ****** ** **********. And **** **** *** ******** ** destroying *** ********** ** ******** *** newspapers, *** ******** **** ********* *** exhibitor ******** *** ***** *****.
Why ** ********* **?
*** ******* ******* ***** *** *********** and *** ***** ** ****** ***** shows:
- *************: ********* **** ********* ** * reward ** *****
- ***********: ********* **** ** ***** **** is *** *** **** ********* ** their *****
How **** **** ** **** *** ********?
* ******** ** ******* ** $*,*** USD. ***** **** ********* **** ** to *** ******** *** *** ******** are ******* **** ** **** * nominal ******, ***** *********** ***** **** be ******** ** *********:
- * **** *** ** *** ***** ($1,000 ***)
- *******, ******, *****, *** ($*,*** ***)
Why ** ********** *******?
*** **** ****** ** ******* ** tosecure *** *****. While a booth can have some branding and signaling effect, the most concrete quantification of return is how many warm leads a manufacturer has coming out of the show.
How **** **** ** **** ** *******?
*** ******* **** (***-**) *** ********** at * ***** **** **** ** ASIS ** *** **** ** $**,*** USD. * **' * **' ***** (those ****-****** ** *** ****) **** $10,000 ***. **** *** **** *** costs ** ************ * *****, ******** it, ******** ** **** * ************* people *** ******** ****, ***.
*** *** ****** ** *** ***** of *** **** ***** ******* **** exhibitors (*** **) $***,*** ** ****.
What ******* *** ** ********* ******?
** **** *****, * ***** **** may *** * *** ******* ******** and * ***** ** ** **** leads. * *** ***** *** *** a *** ******** ******** *** * few ******* **** *****.
***** **** ***** ** *** ******** industry *** ********* ** *** ******** of ********* ** *******, ******* * few *** ***** **** * **** can ** ** ********* **********.
How *** ******** ***** ***** *****
******* ******** *** *********** ******* ******** for *************.
**** *** **** ** **** ***cost *** ******* ****** ** **** ** ***** **** **** *** **** ** ***** *****. Indeed, the effective cost per warm lead online is significantly less than at trade shows.
*** ****** ***** *** **** **** only **** ** *************' ****** ********** mature *** *** ******** ******* **** ubiquitous.
**** ** ** ***** ** *********. Exhibits ** ***** ***** **** ****** provide ******, **** ******** ************ **** the *** *** *** *** ** exhibits **** *** ** **** ** compete **** *** *** ** ****** marketing.
A ****** ******* ** ****** ********* ********
***'* *** * ***** ************ ***** to ******** *** *****. ****** **** spend $**,*** ** ** *******, **** do *** ******** ***** ******** *** buy****** ****** ** *******.
**** ***** *** $* *** ***** for *** **** "***** ************." **** places **** ** *** *** * - * ******** *** ******** ** estimated ** ****** * ***. (*** could **** *** **** ******* *** many **** ****** ** ***** **** targeted ******** -*** *** *** ****** *********).
** * ****, **** ***** ** 10,000 *** ******** ** * ************'* website *** $**,***. ** **** *% of ******** ****** ***** **** ***** be *** *** ***** (*% ** a **** ********** ****).
******* **** ** * ***** ** a ***** ****:
- **% ***** ****
- ***% **** *****
- ** ****** **** ****** *** ****
- ******* *** ************
*** ********* *** **********, *** ** a *********, *** ********** **** ** even ********.
Internet ******* ** *** *** ******* ******
*** ***** ** ********* *** *** traffic ** *** ******** ******* **. Even ***** ************* *** ****** ** 30,000 ****** *** ****. ** **** only **** **** **** ***** *** I *** **** ***,** ****** **** year. * ***** *** ** ********* if *** ************* *************** **** * ******* ****** *** year.
** ************* ***** **** * ****** money ** ****** ****** ************, *** traffic ***** ** ***% ** **** greater. *** ********, *** * ** google ****** *** "** *******", **** only ***** ** ***, ****** * companies ******* *******. ** **** *** first, ** ***** ****** *** ***,*** more ******** *** ****, **** **** that ****, **** **** * * position ********.
How **** *** ********* ****** *** ***** *****?
********* ** **** ********* *** **********:
- ********* **** ****** *** ****** ** attendees *** *** ****** ** ***** attended. ********* **** ** * ****** or *** ************* **** ** ************* cut.
- ********* **** **** *** ******* **** to **** ***********.
- **** ***** ********* (*** ****** **** people ******* ** ***), ********** **** generate ***** **** *****.
- ********** **** ****** ***** ********* ******* in ******* *** **** ******* ** they *** ***** ********* *** *****.
- ********** **** ***** ****** **** ** line
********, **** ******* ******** ******** ***** *****.
What *** ***** ***** **?
* ** ***** ***** ***** **** value (**** **** ********** **** *****). However, *** ******** ***** ***** * fundamental *** ********* ******** *****. **** will *** ** **** ** ****** on ********** ********* ******** *** **** will **** ** ********* ******** *** amount ** **** ********, *********, *** meetings **** ****** ****** *********.