360DigitalInfluence

With the wide variety of clients at Ogilvy, my colleagues and I travel to a wide variety of trade shows throughout the year, including the International Consumer Electronics Show, New York Times Travel Show, the American International Toy Fair and many, many more.

Over the past six months, we’ve noticed the same trend – fewer exhibitors and journalists are traveling to these shows. Journalists are either choosing to stay home or being told they’ll stay home by publications cutting costs. With online press kits and phone interviews, these reporters feel they can still get the same information over the phone. Others are spending one day at a show when they would normally spend two or three, as time is more valuable and travel budgets are tight.

Beyond that, exhibitors are showcasing modest product offerings and making sure to offer affordable options for businesses and consumers, as referenced in a recent Atlanta Journal-Constitution article about the 2009 Kitchen & Bath Industry Show. Some manufacturers are staying home altogether, choosing to reallocate the money they would depend on booth rental to extra advertising or other marketing initiatives during tough times.

The question is whether a phone call is as valuable as meeting with clients and media if you are a manufacturer or vice versa for media face-to-face on the show floor. New technology is making things like virtual tradeshows possible and nearly any information can be emailed or put on an online press kit.

Is this a trend that will turn back around after the recession recedes? If so, will we be able to replace the value of meeting with a potential client/customer in person?

Trade shows involve many long hours and sore feet, but they are invaluable for face-to-face time with media and clients. Allowing journalists to get a first-hand look at products or hear first-hand about a destination is key to their understanding. And, for client relations, meeting in person is always helpful to sustain solid relationships beyond emails and weekly calls.

So bring on the comfortable shoes and the coffee – I’ll be at a hotel technology conference in Anaheim in three weeks!