Written by Bill Conerly, Conerly Consulting

Trade shows and conventions pretty much stopped with the Covid-19 pandemic. Many organizations tried virtual meetings, but attendee engagement was generally inferior compared to the old live events. Yet reports are coming in that many companies’ sales were unaffected by their absence from trade shows. The companies saved the money that previously had been spent on sponsorships, booths, collateral material, travel and hotels. Does this experience mean that trade shows will die off once the pandemic is over? (Thanks to Edward Leigh of the Center for Healthcare Communication for raising this question.)

Companies, like bicyclists, can coast now and then, especially if they have good momentum and especially if their competition also coasts. However, when competitors start pedaling again (or peddling), companies that ignore trade shows will fall behind. The benefits of exhibiting will help trade shows and conventions to resume, though with some changes. Read More...