These days it goes without saying that maximising return on investment when pursuing marketing strategies is the number one priority for companies. So,
up until quite recently, the annual pilgrimage to a tradeshow was something they did without a second thought. Exhibiting was seen as vital for generating leads and developing relationships with new and existing customers, showing competitors that you were a major player.
But times have changed, and fi gures show that in all sectors the tradeshow
market is declining. The downward trend started well before the recession, but even now when the economy is on the mend it hasn’t brought attendance fi gures back up again. The BCC’s own trade event The Cleaning Show is a case in point. Footfall for the show at the NEC in Birmingham had been on the wane for a number of years before the BCC and Quartz decided to move the event to London. It was a brave step, but one which looks set to pay off, as big sponsors such as Mitie are already on-board.
So, why are attendance levels on a downward spiral? Some commentators point to the internet, an easy target perhaps, but its infl uence is everywhere and it has transformed our daily lives. Manufacturers’ and businesses know they can now reach potential customers without leaving their workplaces; fi rms can sell from their websites, and marketing departments can build contacts through social media – the impact for business has been colossal.
Our constantly switched on 24/7 society now demands goods instantly. We’re in the era of instant downloads; music, fi lms, books, all now accessible
rade shows still as we be looking at other thin the cleaning industry?
In my experience, the trade show is still as popular as ever with buyers. The events business is booming and applicants for exhibition space
are as keen as ever to part with large sums of cash to secure the prime position in exhibition halls and conference centres.
As a promotional vehicle, the trade show has a string to its bow that no other marketing platform possesses: personal contact with the potential client. At trade shows,
twitter.com/TomoCleaning
buyers have a chance to see and feel the product, discuss its features and benefi ts and have questions answered right there and then.
In today’s workplace, time is at a premium, and spending time with representatives from several suppliers isn’t always easy to fi t into busy schedules. Trade shows give managers, buyers and end- users time to meet and process ideas around multiple products all at once. They can ask questions, discuss pricing and arrange further appointments without having to take time out of their usual working hours.
New contacts are made and relationships with old acquaintances are renewed. Useful information is exchanged, people can get a feel for how business is shaping up, what’s selling, what buyers are looking for, or where the market is moving – no other system of information
process could possibly replace this interpersonal fl ow of information.
The trade show is the lifeblood of many businesses, both large and small. Yes, they can be expensive, time consuming and often involve moving large quantities of promotional stock across the country, but with commitment and enthusiasm from all attendees, the trade show can be an arena where a mediocre business becomes a market leader. Putting your goods on display for customers is a time- honoured tradition. May the trade show continue for as long as people want to do business.
Brian Boll, Systems Director, Jigsaw Cleaning Systems
www.cleanleanhealthcare.org
instantly. If this is how society now operates, why shouldn’t businesses behave the same way? Why wait a year to showcase new products when you can display them on your website or YouTube, and promote through social media? A lot of eyes will be on next year’s Cleaning Show at London’s ExCeL to see if a change of location can help, but the industry certainly needs to look at other platforms to exhibit and promote new innovations.
So, if the tradeshow market continues to dwindle, the future may well be a hybrid of old and new. Once a company’s online platforms have been optimised and new contacts made, they could possibly hold their own smaller event. When all is said and done, there is still something special about an ‘event’ and meeting like-minded people in the fl esh rather than an online forum, but it will have to adapt if it’s to thrive in the future.
Lee Baker, Media and Policy Manager, The Building Futures Group
www.thebuildingfuturesgroup.com
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