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Marketing in a Recession

March 11th, 2009 by Trade Show Help --> · 2 Comments

I keep hearing that trade show marketing is declining due to the recession.  Should companies continue to exhibit as often? What is the best way to determine if trade show should continue to be part of your marketing strategies during tough times?


This is a point that is being talked about in board rooms all the time, I find one of the best answers, is to pose the question – Do you want to keep in touch with prospective clients?

This is the time to continue to market products and services by way of trade shows.   By exhibiting smarter, but not less often.

Competitors may pull out of shows and this gives you the opportunity to earn business on the trade show floor.  Companies may be sending less of their staff to the trade shows, but these are the decision makers and they have the buying authority.

Exhibitors need to determine which shows are giving the best ROI, the best way to do so is with detailed event management software, keeping detailed records and being able to report on any trade show will show where your marketing dollars are being best used.

Being able to access and compile the data at your fingertips will prove not only valuable now, but in the long run you will be able to show detailed information on any trade show you have attended.

I have heard discussion from some newer or smaller companies that they are concerned with the costs of trade shows, but yet want to harness the potential that now exists.

Exhibit Rental is a great option for companies that want to test the waters of trade shows.  This allows you to get the exposure you need without the heavy costs of purchasing an exhibit.  Modular exhibits are light weight and reconfigurable, so they can grow with you as your company grows, or be broken down so that you can try any of the smaller niche shows you may be considering.

Marketing in a recession is challenging, but planning accordingly and keeping focused on “potential clients” is worth the effort.

Tags: Event Marketing · Trade Show Marketing · Trade Show ROI

2 responses so far ↓

  • 1 Aliya // Mar 16, 2009 at 11:24 am

    The fact is that in many cases the biggest competitors are pulling out, so as I see it this really is the best time to be at shows. They really are one of the best ways to get your product out there and grow your networking prospects. To make the shows worth it though, it’s important to find ways to out-shine the rest. This takes creativity and being innovative – this can be achieved by great give-aways or with interactive technology. Companies like provide systems to have polls right at your booth.

  • 2 Promotional Products Expert // Sep 10, 2009 at 8:31 am

    Attending trade shows – and marketing in general is critically important during a recession. Studies have shown that business that increase their marketing efforts during a recession have better results and more business when the recession ends.

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