Trade show attendance is down. Good or Bad?

Trade show attendance is down across the board expect for a few industries. Is this a good or bad thing?

Less attendance is a bad sign and you should cut back on the shows this year. Logic would say this but many would argue that while less people are attending shows, the ones that do attend are the decision makers.

Companies are not sending all of the "gofers" or assistance to the shows anymore. They are sending the decision makers to save time, money and unnecessary expenses. With less attendances and less exhibitors you can expect that you will be seen by each and every attendee as well. Especially with other companies cutting back on display expenses, if you have a well put together professional looking display that exhibits your marketing message the best you will have the opportunity to "steal the show."

Bottom line is that trade shows are still the most economical way to put yourself in front of a large qualified group of people meaning your business will be better served cutting back on other expenses prior to your trade show budget. Especially with companies that have a long turn around time; you will be cutting your future sales/leads out of the mix and could be in worst shape than now.

Good luck and we'll see you on the trade show floor.