So there was an announcement over the last couple of days that Apple was pulling out the MacWorld Expo. Apple PR and that started some conversation- are trade shows worth the expense and effort anymore?
Being a small business owner myself I can say they do hold some value for me. I cannot get to every one nor do I try. But there are some specific ones that I do look for and for specific reasons. CES I try to get to just to see some of the ideas and technologies that are out there. I also get a decent feel for some of the companies based on how they are presenting themselves. CES also gives me a chance to touch and feel some products I would otherwise need to rely on others’ feedback and reporting. I would also like to think it gives yet one more pathway into a company that may prove useful for my business. Am I a multi-million dollar retailer that would get the companies drooling- not yet. But with the economy the way it is, I would imagine that even a small business owner now has a good shot at getting some conversation from the attending companies.
This year CES is also providing me a chance to meet some from the social media circle. I have been following some great people- Robert Scoble , Gary Vaynerchuk and Chris Brogan to name just a few- and now I actually get a chance to meet up with them. Ten minutes with any of them pretty much pays for the whole trip in my mind. Finally it gets me out of the day to day running of my company, allowing me to look at it from a refreshed perspective. Unfortunately, whether I get in is up the whims of fate- since I still am only a small business. Calls still being made and communications being sent out even as I write this.
Other trade shows I try to get to include the Electronic Home Expo. This is a great chance for me to see the consumer focused tech. Similar to CES but not quite as large. Ultimately, I find the smaller shows to be better able to provide more details and vendor training. The coverage isn’t as large as far as media, but I have walked away with more in some cases. The smaller shows are usually sponsored by vendor or Associations, so they tend to be targeted in that way.
Do I think the trade show is dead? Probably not. I do think that they will become smaller- that is just the nature of the beasts. Our focus is pulled into so many directions that most of us cannot afford the time and money required of CES sized experiences. Also with so many voices talking about them it almost makes it worthwhile to skip unless you have a specific goal in mind. Follow the show on all the different blogs and video updates- you will most likely see more than you would have if you went yourself.
I think that with all the new media out there trade shows also lose some of their luster/appeal. I can usually get a product demo from the manufacturer off their site in video form, so even seeing a live demo isn’t the only draw for a trade show either. The distributors I work with are also stepping up with great resources, so the trade does not hold as much value as it once did.
My two cents- now what do you think?
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