Trade Show Participation Up for B-to-B Marketers

According to B to B Magazine, trade show participation is up in the b-to-b sector, averaging 3% growth in exhibit space demand yearly for the last few years. While trade shows took a big hit after 9/11, and businesses have increasingly put more effort into online marketing, trade shows promotion is still an important part of the b-to-b marketing puzzle. According to Michael Hughes, associate publisher and director of research services at Tradeshow Week, “Both buyers and sellers highly value face-to-face interaction, especially as online media expands rapidly. More and more corporate buyers need to see the people behind the brand before they buy, and shows offer the most efficient way to compare companies and their teams.” Likewise, trade show giveaways and promotional products are also experiencing rapid growth because they offer a tangible branding experience in the offline world.

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