Every year the trade show debate rages within just about every firm that has the potential to include show participation in its marketing budget. To make the issue even more problematic, 9/11 has forced this debate to now include safety issues. But at the heart of the matter is the question “just how effective are trade shows, REALLY?”. The answer is a definitive “depends…”.

It depends in large part upon what a firm puts into it. While trade show attendance is certainly down, it doesn’t mean it’s out. In fact, the attendees who show up at shows these days are there because they really want (and need) to be. The days of the free-and-easy, firm-subsidized junket are over and any firm worth its salt is demanding ROI on any travel expense, especially trade show attendance. What does that mean for the exhibitor? Fewer “tire-kickers” and more qualified, interested, potential clients.

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