Who knows maybe Apple just gets a rush from building up all of the suspense, and maybe this is one of their greatest marketing ploys. I mean look at all of the build up regarding iPhones and the whole low Supply, high Demand that drove up sales and kept the price high. Genius!
Another technique that Apple has been using has been the posting of online videos to reach out to all of their potential customers that could not make it to some of the tradeshow events they have been a part of; sort of combining their real tradeshow event with a virtual one. One thing to note is the fact that it is not only the technology companies who are taking advantage of the World Wide Web as a secondary form to the traditional face to face interactions of the tradeshow floor. Tool and die type of businessmen including machinery workers, welders, electricians, and also engineers have also been exhibiting their stuff on the virtual “International Industrial Tradeshow”, which has allowed them to connect their businesses on a global scale.
Now it may seem that if these are some of the trends than why bother with traditional tradeshows anymore and why do we need those old school personal interactions?
Well…many companies still thrive upon and in fact need the tradeshow world. There are simply some businesses and products/services that are best dealt with on a face to face “real” level.
Also a tradeshow venue is a great place to meet people you might not have run into or searched for if it was not for the fact that the tradeshow has brought you together. This is something that cannot be accomplished in an online tradeshow or by hosting your own press conference.
You cannot sell your passion and drive over the internet. And this is one of the things that really gets people excited about a business; especially when you are a smaller business starting out and trying to grow.
If you have ever watched CBC’s the “Dragon’s Den” you will recognize this. There are often people on here who have a drive and passion for their product or business that really impresses the Dragons (aka Investors) and makes them want to invest and gets them excited too. This is something you just can’t provide in an online setting.
As we move more towards this digital age and the realization sets in that there are a lot of interesting ways to incorporate newer forms of tradeshow type promotion (virtual tradeshows/holding own conferences, etc.) it is important to note that there will always be a place for “real” tradeshows and good old human interaction as nothing can replace the added touch of one on one communication and promotion. Tradeshows are the path to meeting that “key” person or other business that you would not be able to find simply in an online environment. And remember people and companies are more than just an online description posted on their webpage can say about them. And tradeshows are a way to get out there and prove this.
Author Resource:
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