The Case for Exhibitions

I have been a bit derelict in my blog duties. The woes on the global M.I.C.E industry continue unabated - the latest stab in the back being the H1N1 influenza virus. But enough of woes. I have been re-visiting the Exhibitions sector feel that this is an appropriate time to make the case for Exhibitions.

Exhibitions (or Tradeshows as is the common term) provide a very important and useful platform for companies to market/sell/promote their products and services. At the same time Exhibitions also provide business executives a platform to engage with the said companies - all in a single location and within a fixed period of time. The costs - neglible to the companies exhibiting and to the visiting business executives.

I recall coming across a survey that was carried out in 2006 in the US. In this survey both tradeshow visitors and exhibitors were polled. Some of the interesting observations were:
- over 90% of the visitors polled stated that tradeshows impact their purchasing decisions as they were able to compare products, pricing, aftersales service packages etc;
- over 80% of the visitors (polled) had some form of purchasing power (on behalf of the companies they represented);
- more than 80% of the decision makers polled noted that tradeshows saved them time as they got to see/meet multiple sellers under one roof;
- the exhibitors who were polled estimated that participating in trade shows costs 30% less than having to go out and make sales calls.

I know that this is only one survey, but the results are very impressive and reflect the effectiveness of exhibitions/tradeshows.

Tradeshows and business exhibitions also bring value to the destinations in which they are held. The local industries benefit from exhibitions. Local business executives get to see first hand the latest technologies that are being developed/used in overseas markets. Industry players get to network with their peers from different geographical regions. Potential buyers get to see, touch, hear, smell and taste products and equipment without having to travel far. Opportunities to generate new business, new investments, new markets.......and the list goes on. Destinations gain from tourism receipts; filips to the local industries; possible inflows of foreign investments; platforms for government officials to share development efforts etc. All this from a single tradeshow/exhibition. Don't think you can beat that!

So, to all the tradeshow organisers out in the world. I salute you and hope that you will continue to do what you do best - create, develop and organise tradeshows!