Mar 10 2026

Are Trade Shows Dead?

Four Reasons why they are still Thriving

In an era of digital marketing and post-pandemic adjustments, many have questioned whether trade

shows still hold their value. However, based on industry insights, it’s clear that trade shows are not

only surviving but are thriving. Here are four reasons why trade shows remain a

vital tool for businesses to make quality connections and to grow their brand:

1. Face-to-Face Interaction is Irreplaceable

Digital marketing is an effective tool and has been enhanced during the

covid period at trade shows, but the personal touch, with emotion, that trade

shows offer brings your marketing efforts to life. Meeting face-to-face with

industry leaders, decision-makers, and potential clients creates genuine

relationships that cannot be replicated by an email campaign, Zoom calls,

or advertising.

In-person connections build trust and open doors to long-term business

partnerships. The energy created at events elevate your brand and position

your company as a key industry player. Companies that participate in trade

shows often have found themselves at the center of this buzz, reaping the

benefits of heightened visibility and interest.

2. A Platform for Early Adopters

Trade shows consistently attract early adopters and inventors eager to

discover cutting-edge innovations, who share them with their networks.

Engaging with this forward-thinking audience will increase awareness of

your brand and creates a buzz that extends beyond the event itself.

Companies that use trade shows as launch pads for a new productoften see their innovations gaining traction quickly,

thanks to this type of attendee.

This exposure is a strategic advantage for any business looking to get ahead of the curve.

Remember the Apple launch at the CES show?

3. Media Exposure and SEO Benefits

Trade shows remain one of the best environments for securing media

attention. Editors, journalists and industry experts attend these events to

uncover new trends and products, giving businesses an opportunity for

valuable media coverage. In-person interviews provide an opportunity to

strengthen relationships between the media and the faces behind the brand.

Articles, product mention and links generated from the event contribute to

long-term visibility and SEO benefits. Companies that gain coverage at

trade shows often see their online presence bolstered, providing a boost that

can last well beyond the event.

4. A Strong Industry Comeback

The trade show industry took a hit during the pandemic, but it’s made a

significant comeback. In fact, in 2023, more U.S. business-to-business

professionals attended trade shows than in any year since 2015. This

upward trend proves that businesses still believe in the immense value that

trade shows offer for generating leads, networking, and staying ahead with

your industry trends.

Despite the rise of digital and virtual marketing, trade shows have proven

they still hold a valuable place in the business world. From face-to-face

connections to the industry buzz, these events provide unique opportunities

that can’t be matched virtually. Companies looking to grow their presence,

and capitalize on real-time engagement, are rediscovering the benefits that a

trade show can offer.

In addition to business networking, trade shows provide an opportunity to

attend sessions to earn educational credits, or to just hear what’s new in the

industry. Lastly, trade shows are held in attractive cities where business can

mix with pleasure. We all need to get out and mingle so why not enjoy it in

an attractive location.

Oct 31 2020

Face Value

Live Marketing vs Digital Marketing

                                              Live vs Digital Marketing

Since face to face marketing in all forms has been put on hold, virtual alternatives have been given more attention than in the past. Many of these virtual solutions are pretty darn creative as well. So while most all live events have been halted we must now begin to prepare for the return of live events with different requirements. As exhibit suppliers,  our clients have grown to embrace some virtual methods as a temporary alternative.

As I talk to many of my peers in the exhibit industry, they all express their desire to get back to doing what we have done as soon as possible. The truth is, we will not be doing what we have done in the past the same any longer. The rules of the game have   now changed.

  • Digital methods will be incorporated along with traditional face to face methods.   
  • Infection safety issues (masks, spacing, disinfectants) will be required at all venues.  
  • Trade show/event attendees will decrease, and the size of the exhibits will get smaller.
  • Achieving more with less will be the challenge for companies to increase sales while  maneuvering through the new rules for face to face marketing. 

When the green light returns for meeting attendees to feel safe again about air flights, hotel accommodations, restaurants, convention facilities, and once again experience the true value of face to face meetings, we should all be prepared to roll out the red carpet to successfully service our client needs for the new world of live marketing. So what was the magic that made one media strategy stronger than the other? The answer is simple- live events create EMOTION where virtual events fall short.

Live encounters enable relationships to be created that influence a buyers decision to buy. Few virtual strategies can create an emotional connection as strong as a face to face experience. Now not all buying decisions need a face experience, but when buying a big ticket item you really want the personal reassurance that you made the right decision. Trade shows mean business. So why are trade shows and events so powerful? Because the selling/buying environment supports face to face communication where EMOTION plays a strong role.

Note that the power of emotion changes colors as we cross borders. Emotional conduct in Europe and Asia are different than in the USA. In western (individualist) cultures high arousal emotions are valued and promoted more than the low arousal emotions promoted in Asia. When exhibiting abroad this concept needs to be fully understood when selling your product/services internationally.

When attendees elect to attend an event they will experience many levels of emotion that influence their decision to do so- an exciting city, a great restaurant, educational seminars, peer engagements, and experiencing a eureka moment on the exhibit floor. Each  of these deliver stimuli that is not experienced virtually. Unlike a virtual experience, a trade show selling environment does not allow you to multi task while engaging with another human, eyeball to eyeball.

 As trade shows move forward post Covid, measuring a return on a marketing investment will still be a marketing budget requirement for exhibit managers. Methods to measure ROI (Return on Investment) or ROO (Return on Objective) must now include ROE (Return on Emotion). How effective are we at generating emotional feedback within the trade show environments we create? With a return to face to face marketing, we will now face new challenges regarding the power of emotion within the exhibit/event environment. Prearranged appointments will be more common, so a safe meeting space will be more necessary than in the past.  Additionally, three things will change in the design approach for exhibitor/attendee engagement.

  • With everyone wearing a mask, we no longer can see a persons smile, smirk, or frown. Facial signals that traditionally identified emotional feedback will add a layer of difficulty when attempting to form a relationship of trust.
  • Since no one will shake hands, and standing at a distance, new greeting and engagement methods must now be created.
  • The traditional exhibit bar area (especially in Europe) will make food/drink hospitality more challenging. This area has always served to be the most effective place to let down your guard to begin a discussion.

I believe that the experts in our industry are getting much more sophisticated when  discussing the true value of trade show marketing beyond the exhibit structure. One area of discussion is the art of engagement – exhibitor to attendee.

Beyond trade shows, social scientists are gaining a greater understanding of how humans use their entire bodies to process and display emotions. “There has been much more progress in the study of face perceptions than with body language” says Alexander Todorov, author of Face Value-the Irresistible Influence of First Impressions.

“Because our attention is focused on the face, we underweight the importance of body gestures. Body language is important because it provides context for interpreting the meaning of facial expressions”, says Todorov. With facial expressions hidden, this will particularly offer a greater challenge for exhibitors to properly read emotional signals.

There is so much more to be learned here regarding our awareness and effectiveness for face to face marketing. But with masks and social distancing, the art of engagement and creating a trusting relationships for business will be more challenging. As an industry, exhibit designers must include emotional intelligence concepts to help our clients within the booth environment. The physical exhibit is only a prop to support the actors (exhibitors), who then effectively communicate on the stage to deliver a positive experience for the visitors. The human touch remains a key component for sales success.

Over the years our community of exhibit suppliers have added new skills and services beyond exhibit design that include catering, international, lead management, booth attractions, and ROO/ROI measurement services. We now enter a new world of trade show/event marketing where new design and measurement approaches will unfold. Embrace the new journey!

larrykulchawik@gmail.com

http://www.larrykulchawik.com

By Larry Kulchawik
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