Why trade shows matter in a digital world

Perhaps you have gone back and forth on the matter, debating whether or not you should attend that upcoming trade show.

Debate no longer. Just do it.

Barrett Distribution Centers, a logistics and supply-chain company, recently posted a blog underscoring the importance of face-to-face contact with other professionals in your same industry.

It’s tempting to think we can now handle every relationship in the same way we keep track of Facebook friends online, but don’t fall for that illusion. While it’s true social media is an important channel for building professional relationships, there is no substitute for meeting crucial contacts in person.

It takes more than just a one-time meeting to build trust. A trade show may open the door for a new opportunity to build rapport with a strategic social connection. However, repeated face-to-face contact is what keeps that relationship alive and well.

That’s why the employee chosen to man your exhibit should be a person with decision-making power in the company. If it’s possible, have the CEO do a booth-manning stint at the show. When you have a strategically placed individual with real decision-making power present, expect a spark to turn into a blaze! You can be assured such an occasion will boost your marketing in a big way.

Most importantly, design your exhibit to have sufficient room and ambiance that will allow those fruitful conversations to occur. Put some real thought into the design. Flashy exhibits are cool, but venues that provide for a meaningful exchange are where it’s at!