The Power of Connection

By Rupa Patel, Senior Account Executive

It turns out that the fiery demise many predicted for the exhibitions and events industry was an exaggerated forecast, to say the least. According to data from the Center for Exhibition Industry Research (CEIR) Index released in December, despite hitting a dip at the start of the recession, the trade show industry has bounced back fairly well, enjoying its fifth – yes, fifth – consecutive quarter of growth to close out 2011.

Surprised to hear that tradeshows and conferences are still alive and kicking? Well, you shouldn’t be.

Tradeshows and exhibitions have been around for a very long time, yes, but the industry’s age shouldn’t be used as a reason to label it outdated or ineffective The history and longevity of this space indicate how effective exhibitions and events are for businesses small and large.

Consider the findings of another study by CEIR which found that 82 percent of exhibition attendees are corporate decision-makers with true buying power. Of these buying audiences, 65 percent attend multiple exhibitions annually. When you have buying power, YOU are the person that every vendor and marketing or sales rep from here to Timbuktu is wooing. And yet 82 percent of these “hot commodities” opt to attend tradeshows and conferences for education and product research versus letting the many options come directly to them.

Proof points like these are precisely the type of ammunition being used by the “Click Here First” campaign, an initiative that aims to educate the masses about exactly what makes face-to-face marketing events like tradeshows and exhibitions so powerful. Members from every aspect of the tradeshow industry have come together for this campaign, which Edelman is proud to represent, to help spread the word that the exhibitions industry is alive and well – not to mention pretty darn effective.

So, what is it about these events that set them apart from some of the other business and networking alternatives, like virtual events or webinars? Well, would you buy a car after only watching a video about it online? No. You would see the car in person - kick the tires, test the features, and most importantly, meet the person selling you the car. Why wouldn’t the same rules apply to buyers who spend millions on products and services that their companies rely on to stay in business?

Exhibitions allow buyers to actually see the products they’re interested in. They’re not looking at online images or pictures of a product in a catalog. They’re picking it up, they’re testing it out, and they’re comparing it side-by-side with competing products. These events also allow attendees to connect in-person with their current and potential business partners and hear from experts who can share trends and insights for greater business success. No matter how you look at it, relationships matter in business and the ability to shake someone’s hand, look them in the eye and have a one-on-one conversation with them is unmatched, particularly when major business deals are at stake.

Despite the struggling economy, approximately 1.5 million companies exhibited in 2011 and roughly 60 million people attended these events. While the web drives more chatter and activity than any other communications channel, it’s the greater quality of interaction and the consistency of opportunities and education produced by live industry events that keep decision-makers coming back for more.

Not convinced? More than 9,000 business-to-business tradeshows and events take place annually in the United States alone. They run the gamut from food and beverage shows to events targeting construction professionals and yes, even software and virtual technology providers. Whatever your area of business, there’s an event for you. Go to an exhibition and experience for yourself the difference a face-to-face connection can make.