Hold your fire—trade shows still matter!

Mike Marn | Events | April 9th, 2008

Lately it seems like everyone is piling on trade shows. You’ve heard all the complaints: they’re too expensive, they take away valuable work time, they interrupt regular business, they’re exhausting, they don’t generate real leads, and so on. It’s become fashionable to jump on the bandwagon, claiming trade shows have outlived their usefulness, in light of today’s more sophisticated communications and information resources, including the Internet.

These contemporary “experts” certainly have plenty of ammunition; trade shows are expensive, and do have annoying negatives attached. But amidst the wailing about poor ROI and questionable results, one big benefit of trade shows stands as strongly as it ever has. It’s just too subtle and intangible for many blog-sperts to understand. (more…)

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