Important and not so Important factors to consider about Trade Shows

What will my competitors say?

Just recently I read an article within a trade publication regarding the recent trend of trade show exhibitors and their plight as to whether to exhibit in a noticeably slower economy. The publication which will remain anonymous hinted at the ominous and undesirable outcome that may unravel should a supplier decide not to exhibit. The articles main focus was the conversation that would occur between your buyer or potential buyers and your competition. 

I felt the need to respond to this piece as I feel it insults the intelligence of suppliers and buyers alike. Deciding to present your company at any number of trade shows that occur throughout the year is a decision based on many factors, the least of which would be what your competition is going to say regarding your lack of attendance. Shouldn’t we give buyers more credit than that?  Would they really think your business is dead and gone simply because you chose not to present at a trade show? Not very likely. The article would also have you believe that buyers were only going to be buying their products during the show…I guess we should forget about the other 360 days left in the year? Look, unless your website is down and your phones are disconnected you have little to worry about when it comes to buyers thinking you’re out of business.

The fact that a supplier would present simply to show his competition he still exists is ridiculous. Suppliers will need to consider many factors prior to committing to a show, expected buyer attendance, booth costs, promotional costs, travel expenses, current economic conditions….and the list goes on. If those factors are considered and the ROI is good then enjoy your flight and remember to stretch often as those longer flights can be a killer. If it’s not a good ROI than don’t think twice about attending and hope your competition does, it’s their loss.

I must say that the article left me a bit confused, did the publisher have a vested interest in boosting exhibitor attendance….hmmm. I would like to think that buyers and suppliers alike can see this for what it is, scare tactics perpetrated by the desperate. Keep in mind that trade shows can be very productive depending on many key factors coming together. Always use common sense and make decisions based on your business, not your competitors when deciding to present. Don’t be bullied or manipulated into doing anything but what is right for you’re business at the time.

So to answer the question, what will my competitors say?

They will say what they always say, regardless of what you decide.

Robert Light- President & CEO  GetThatWholesale.com