1/25/2012 12:38 PM
The Consumer Electronics Show, just concluded in Las Vegas, was the largest in the history of the annual trade show conference. Great news for those of us in the trade show exhibit and event marketing business. Attendance was up from last year, and there were more exhibitors taking up more floor space than ever. Given the trends of the recent past this is truly and encouraging sign, and the hope is it will be evidenced in trade shows and industry events for the rest of 2012.
At the same time, Microsoft Corporation has announced this was its last CES trade show exhibit. After careful ROI analysis Microsoft has determined that the annual multi-million dollar extravaganza is just not worth it. Instead, they are moving to more private events, virtual platforms and smaller exhibit venues. In short, targeting their market and measuring results.
So, if the “big boys” like Microsoft and Apple (who left CES two years ago) are abandoning the flagship tech show, is that a good thing or a bad thing? The show organizer’s first reaction is understandably “bad” but, if the show is bigger than ever what does that mean? I see a good, very good sign…
Do you know where the second largest Google office is in the United States? Lower Manhattan. Once again, Silicon Valley has its sister site in NYC in Silicon Alley. The tech sector of the economy is seeing a resurgence nationwide (see the North Carolina Tech Triangle), and CES is mirroring this positive trend. As investors take a new look at these emerging companies, investment is followed by marketing plans, and marketing plans should continue to include face-to-face, trade show marketing. Somebody has to be inventing the new app that appears every 3 minutes and thankfully, it appears many of them want to be on the trade show floor, exhibiting at CES.
Now is a great time to consider your face-to-face, trade show marketing plan for the coming year. The earlier you commit to exhibiting at the show(s) for your industry the better off you are. Take a look at the web sites for the conferences your customers attend. You may find a great opportunity to meet, greet, and SELL.
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