Trade shows may change in other fundamental ways as well. Rather than being elaborate, large showcases with a multitude of staff, they may shift for the first few years to more subdued business meeting type events. There will still be exhibits and surrounding events but the emphasis will be on trade. As firms are now evaluating the wisdom of having all its staff in a marquee building, so too will they evaluate the wisdom of having all its staff with market critical information at one venue. We will also see a downsizing of the staff committed to shows, with staffing more closely matching the visitor profile and with the authority to negotiate at the show.
Exhibitions reach unknown prospects.
Smaller companies rely on exhibitions for their very survival. Without the event, they not only cannot grow, they may not survive. Exhibitions are the number 1 source for those that make final purchasing decisions. The majority of exhibition attendees attend only one exhibition a year. But the events that we produce are not just buying and selling opportunities, they are mobile communities of people.