If you’re in the business of attending trade shows, you may want to consider becoming a trade show executive. These executives will have the opportunity to meet and network with other industry professionals. Whether you’re a business owner, marketer, or event organizer, these individuals will be your best bet for gaining valuable insights and creating business opportunities. These professionals may also be able to help you get your company’s name and logo out to an array of potential customers.

It’s possible that the current crisis is a catalyst for the industry’s future. Show organizers are doing everything they can to protect their organizations while meeting the needs of the community, but if you’re a trade show executive, you’re likely to be on the front lines. In a recent Kingpins24 panel discussion, denim industry executives discussed how the denim industry can overcome the bottleneck and embrace the digital future.

As the retail sector continues to decline, it’s important for trade show executives to work harder to help small retail businesses navigate the industry’s changing landscape. According to Nicole Leinbach Reyhle, founder and publisher of Retail Minded, the decimation of the retail industry is having disastrous implications for the trade show industry. She calls on trade show executives to help small businesses grow by partnering with them to give them actionable insight and advice. Additionally, she recommends providing more education to small retail entrepreneurs on the complexities of drop-shipping.

In addition to gaining exposure for your brand, trade shows also provide the chance to sell your products to people who are familiar with your brand. It’s easier to sell to people if you’re face to face with them, and building personal relationships with the people you meet at trade shows will increase the likelihood of future business opportunities. So, what are you waiting for? Go out and meet your competitors. It’s time to make your company shine!

In addition to sales, trade shows serve non-selling purposes, such as maintaining company image, gathering competitive intelligence, and boosting morale. Depending on the type of event you’re attending, your trade show program can be both a powerful and inexpensive way to learn more about your competition. But if your marketing communications mix is weak, it could be a poor way to reach potential customers. Consider a trade show program as a marketing mortar, and take it seriously.

While many business owners and executives view trade show attendance as a waste of money, it’s worth it for companies to consider the benefits of trade shows as an integral part of their marketing communications strategy. In addition to acquiring leads and sales, trade shows allow companies to connect with existing customers and learn about their plans. Most trade shows are evaluated based on cost-per-call metrics and other potential benefits. If you’re a business owner, trade shows may be the perfect solution.

If you’re a trade show executive, you should look into virtual technology. Just as virtual technology helped people survive the influenza pandemic, virtual interactions will become a more viable option for trade show attendees. For the time being, it’s worth considering the benefits of a virtual presentation if the event doesn’t offer a live audience. But remember that there’s no guarantee that a traditional trade show will survive without a virtual option. And for the foreseeable future, jamming thousands of people in one location will cease to be safe.

By Osborn