Why is the impact of trade shows becoming smaller and smaller?
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The company has attended every major exhibition, investing a significant amount of money each time, yet the results have become increasingly poor – all that money spent on exhibiting was wasted.
There are two types of visitors at these exhibitions nowadays: one are genuine customers with real needs, and the other are fake customers with special purposes, with the latter being more numerous than the former. So even if you have a lively conversation at the exhibition, you won’t be able to find that person right after it’s over. It’s impossible to tell with people like this; only after the exhibition is over can it be determined which ones truly have a need: Q.
It may be related to the competence of the people from your company who go to exhibitions for promotion. It seems that a few people who are just superficially familiar with things went there, rather than those who truly understand the application of technical products.
Many people who come to the exhibition want to understand the market trends, and inevitably some are there just for fun. It’s not that the exhibition is becoming less important, but rather that the proportion of professional visitors attending it is decreasing.:
There are too many exhibitions these days; in some of them, there are more exhibitors than visitors: L
Firstly, the exhibition lasts only three days. During this time, if you, as an exhibitor, simply decide to wait for others to come to you, then I suggest that you refrain from attending exhibitions in the future. It’s a large exhibition with thousands of exhibitors and tens of thousands of visitors. Most of them just skim through the exhibits; they want to find what they’re looking for as quickly as possible. Even if they might need your services in the future, they don’t have any extra time to think about things ahead. There was a company called Zhanpai that organized online exhibitions. I think that if this feature were improved, it could save a lot of time spent browsing, and there would be no need to worry about exhibition closing times online either; this might lead to better results. Still, it’s necessary to combine it with offline methods, as online-only approaches might not be sufficient on their own.