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As I prepare to attend a few trade shows over the next few weeks, I’m reminded of the things I like about them.  Let’s quickly dispense with the things folks don’t like about them first. 

1. They’re expensive.       Travel, time out of office, hotel, dining, entertainment…and then there’s the registration.  And all that is if you’re not a sponsor or don’t have a booth.
2. They’re exhausting      You’re pitching, networking, conversing, listening, processing, negotiating at all hours if you’re doing it well.  And you’re probably setting your diet aside for a few days.  And you’re doing it in a pair of uncomfortable shoes, most likely.  You need to be “on” almost 24/7 during most trade conferences.
3. They can be disappointing.     See number 1 to get a feel for the high expectations most have for conferences.
4. The ROI is almost impossible to measure.      If one meets a colleague and strikes up a relationship, and that colleague moves to a prospect company 6 months later, remembers your conversation from said trade show, and brings you in as a vendor almost 9 months after the trade show, does it count to your ROI?  What if the deal breaks down, but he refers you to another firm that becomes a great client? 

Ok.  Let’s just admit that these are real reasons many companies don’t travel like they used to.  But this is a blog about why trade shows remain relevant, so off we go. 

1. You can’t get this much face-to-face contact at this price by plane hopping.  Indeed, even if you have 3 scheduled meetings, and a chance meeting with two more at a bad conference, that’s five separate trips you would have had to make otherwise.  Not to mention people you may never have thought to have an interest in your product.
2. You just may learn something.            Even if you are an avowed recluse, and choose to walk the halls without saying a word to anyone (and I truly believe that there are some who do this), you can learn a ton of things that will never make it into even the best trade publications.  These are great places to pick up market and competitive intelligence—just by being alert.
3. You’re branding yourself and your company.  Just being able to attend a trade show these days leads to the inference that your company is doing alright if it can afford to send you.  We’ve heard many times of companies that are conspicuous by their absence…
4. Don’t forget the content.         Yes, many times a speaker or panel leaves the attendee wanting more.  But there are always, always nuggets to be gleaned from even the worst conferences.

As I’ve mentioned before, trade conferences are an easy target when it comes to budget cutting.  But, for my money, there are few better ways to grow one’s brand than to get to the good shows, and go with a good plan.  So grab your Visine, prepare to live on a brown rice and water diet for a week after your return, and bring some work for the plane.  Because some of the best business in this industry happens on site at the trade shows.