The world around us is changing…this is not the world that our parents grew up in or even the one that we grew up in. In fact, today technology is changing so fast that even the manufacturers can’t keep up. Everything in today’s world is at our fingertips. We are constantly entertained and kept busy with our computers, iPods, cell phones, hand held games, and on and on.
Some might consider this to now be a digital world. A world where personal interactions and social gatherings are done so more online than in the “real world”; people spend more time on their computers and watching television than they do interacting with people and the world itself.
So in this world where interactions are becoming more and more conducive to the digital world one might conclude that business interactions might follow suit to these digital footsteps. The wave of the future for business communication, meetings, announcements, human resource recruitment, and on and on has to be along the digital world lines. It seems that it is inevitable that some forms of business just have to take this path. In fact, how far away are we from a completely web based business system?
Some people might argue that social networking has completely infiltrated these new technologies…
However, some aspects of the business world still seem to be safe from the digital world and are surviving and thriving in the real face to face world.
The question is where is the tradeshow world headed and will it continue along its same studied path it has followed for years?
When you examine tradeshows you come to realize that they are a very successful mechanism used by the business world to advertise, showcase, and promote their products and services, along with connecting to partners and customers, and it has been a great way for people to grow their businesses through the networking elements and access to the market that tradeshows provide.
It would seem plausible than that tradeshows might be one of the first marketing tools that are transferred, at least in some form, to the online digital world. This has, in fact, already started to happen with the emergence of online virtual tradeshows. The internet provides the perfect tradeshow environment as there is a potential access to millions of customers worldwide. And these customers can “attend” the show without even leaving their living rooms or their pajamas.
Another reason some company’s are stepping out of the traditional “tradeshow circuit” is because of the fact that they find that tradeshows are not the be all to end all in regards to their companies goals. For example, Apple has recently begun to remove themselves from tradeshows, including the National Association of Broadcasters’ annual tradeshow where they usually have an exhibit. The reason behind this is that Apple feels that they are just as likely to make a product announcement on any given weekday as they are to make some large announcement at a big tradeshow. And an Apple spokesperson has also mentioned that they tend to prefer to now hold their own launch events and press conferences for important products, which allows them to control the conditions and timing involved in these announcements. They feel this affords them the freedom to make announcements according to their own schedules and when they feel the market is ready for them; as opposed to based on specific tradeshow events.
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