The Importance of Participating in Trade Shows
by Denis A. Baldwin

With all of the hype surrounding the internet, social networks and other ways that we communicate with our customers, prospects, suppliers and even competitors, it's sometimes easy to dismiss trade shows as being a relic of a business strategy gone by.

That's very far from the truth. The more connected we become through technology, the more important it is to have these face-to-face demonstrations to reaffirm our social networks. As the lines of industries blur and cross-market promotions push all of us into new territories and new technologies, it's important to remember that seeing the products and meeting the people behind them face to face can help draw out the best decisions.

From a supplier standpoint, you get to meet fellow suppliers and your customers. You're no longer just a page and a sales brochure but a series of people who have concern for your customer's needs and a face-to-face connection with those who keep your supply chain moving. You get to be the first to market with your new ideas and get to shine in your industry with an innovation that no one else has. You get to set a precedent in a public forum with your marketing mix. You get to make an impact amongst your peers and customers.

From a customer standpoint, they get to see all of their vendors in one place competing for their attention. They get a first hand look at new technology, new ideas and new products. They get to ask questions of engineering and sales and marketing personnel who deal with these products intimately. Most important, they get all of this in one convenient place over the course of one to five days and they have a chance to stay focused on the experience, as opposed to being pulled all over if they were on the phone or the web in their office looking at these same products.

The bottom line is that trade shows are just as important now as they were 20 or 30 years ago. Technology changes, but the need to make real connections with our customers and suppliers does not. So get involved. Get into a trade show for your industry. Branch out into similar industries with your products and ideas.