Tradeshow Benefits to Embrace Rising Gas

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Three Tradeshow Benefits to Embrace Rising Gas Prices

Sep 14th 2008Alex TuckerTrade Show Information & Trade Show Tips & Tradeshow News

Three Tradeshow Benefits to Embrace Rising Gas Prices

By Susan Friedmann on Jun 12, 2008

It’s no surprise that oil price are rising through the roof, bringing the cost of gasoline and aviation fuel along for the ride. This morning’s newspapers report that $7 a gallon gasoline might be on the horizon - a staggering number that has dire implications for almost every industry, from travel to agriculture, biotech to capital equipment.

What, you may be wondering, does this have to do with tradeshows?

Let’s not mince words. This situation creates a double-whammy for exhibitors. Not only will it cost more money to transport you, your team, and your exhibit to and from the show, but there will be fewer attendees at the show.

Some organizations, considering this, might make the decision to forgo the show. Higher costs, fewer attendees — it seems like an easy decision to make.

Easy, but wrong. Here’s the top three reasons this is NOT the time to skip the show:

1. Less Competition

There’s no doubt about it: some companies ARE going to skip the show. There will be fewer exhibitors, which means your exhibit will be more visible by default. Savvy exhibitors will have a plan to capitalize on this opportunity.

2. More Time

The less exhibitors attendees have to see, the more time they have to spend with each exhibitor who is there. This gives you a great window to begin or reinforce that relationship. Having a few extra minutes can make all the difference in the world.

3. Better Prospects

With the costs of attending the show rising, weaker prospects — the group that comes to kick tires, take up your time, collect premium items and never buy anything — are less likely to attend. A greater percentage of show attendees will be focused on doing business.