http://countingoncurrency.com/wp/2009/11/12/bai-retail-delivery-show-an-exhibitors-perspective/ a resource for cash supply chain management professionals Fri, 23 Jul 2010 00:12:16 +0000 hourly 1 http://wordpress.org/?v=abc http://countingoncurrency.com/wp/2009/11/12/bai-retail-delivery-show-an-exhibitors-perspective/comment-page-1/#comment-123 Bob Walters Thu, 12 Nov 2009 13:47:43 +0000 http://countingoncurrency.com/wp/?p=1678#comment-123 After seeing falling attendance at many recent shows, it's easy to blame the economy, but I wonder something else. Exhibit halls in shows are meant for "shoppers", those who wanted to learn more about a product, or a company, or a market. Is it now so easy to perform quality research of products and companies on the web, that trade shows are no longer the primary vehicle for product knowledge? Do exhibitors need to change their trade show value proposition from product information to something deeper to keep engaging with prospects? It'll take some effort to define what that engagement is, but passing out brochures won't be the model of the future. After seeing falling attendance at many recent shows, it’s easy to blame the economy, but I wonder something else. Exhibit halls in shows are meant for “shoppers”, those who wanted to learn more about a product, or a company, or a market. Is it now so easy to perform quality research of products and companies on the web, that trade shows are no longer the primary vehicle for product knowledge? Do exhibitors need to change their trade show value proposition from product information to something deeper to keep engaging with prospects? It’ll take some effort to define what that engagement is, but passing out brochures won’t be the model of the future.

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