What are trade shows the most effective at achieving?
He also asked how their participation in trade shows is changing. Slacks respondents showed a high level of agreement that trade shows are an effective way to build awareness, generate industry PR and achieve branding initiatives. However 18% responded that trade shows are not an effective way to generate qualified leads. Slack warns that an increase in this percentage will be detrimental to the trade show industry. If more companies find trade shows ineffective in generating leads, budgets for lead generation vehicles will be reallocated to other marketing media and trade shows will be grouped with advertising and other awareness building media. Should this happen, it will have a dramatic impact on companies exhibit budgets and show selection, says Slack. Because advertising and media directors allocate awareness-building budgets, they will want audits and more quantitative information, says Slack. The cost efficiency of trade shows will also fall short in a comparison to advertising.
