Why Tradeshows Still Matter

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Think tradeshow marketing doesn't matter in the digital age?

Think again.

According to the Center for Exhibition Industry Research, tradeshow attendance has grown over the past nine fiscal quarters, with some industries feeling the boost more than others.

This is one of the many powerful statistics you'll find in the latest exclusive white paper from Staples Promotional Products, Tradeshow Marketing: Make an Impression that Lasts.

One of the reasons event marketing continues to matter for marketers: tradeshows and exhibitions bring us face-to-face with a highly targeted audience. According to Exhibit Surveys, Inc., a whopping 84% of tradeshow attendees influence their companies' buying decisions.

Tradeshows represent an opportunity for you to engage these customers and prospects for a true brand experience. And that takes more than a salesperson stationed behind a table.

As Nancy Drapeau, director of research at Center for Exhibition Industry Research, says: “We’re seeing a shift to a more measured, strategic approach. Organizers and exhibitors who aren’t jumping in are going to be left behind. If you have an approach in place you are more apt to succeed.”

Technology and social media provide new ways of connecting with clients in a tradeshow setting. For example, augmented reality, gamification and projected visuals are all ways to intensify the brand experience to ensure your message gets remembered.

No matter your budget, it's possible to maximize engagement for your next tradeshow using a strategy that combines social media marketing and promotional giveaways. 


To learn more about the latest trends in tradeshow marketing and how branded merchandise fits into your strategy, read our latest SmartPaperTM


Crystal Wiebe's picture
Crystal Wiebe

Crystal Wiebe is a communications and social media specialist for Staples Promotional Products


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