Should We Mercy Kill Trade Shows?
 

Who got psyched for the Detroit Auto show this year? Awwwww yeah! Time to round up the kids, take a road trip to Michigan (while the gas is cheap!) and check out all the glitzy and glamorous cars that U.S. automakers are introducing in 2009.

Except, not so much: With the crippling of the Big Three this year, coupled with a country-wide recession, the festivities at this year's auto show were pretty muted. Instead of the free swag (including WiFi and alcohol—what is this, the DNC?!) and elaborate showmanship, the attendees this year were treated to no-frills presentations and stiff upper-lip presentations from battle-weary U.S. auto execs. Which raises the question: With the economy in such a shitty state, should suppliers even bother with the traditionally glutenous trade show model?

 


The State of the Macworld

Maybe the biggest argument to be made for the demise of the trade show was this year's Macworld, minus Steve Jobs. With persistent rumors of the Apple CEO's failing health, and his first no-show ever at the annual expo, Apple stock took a dive (though later recovered). Meanwhile, Mac failed to produce any mind-blowing new gadgets that have become a trademark of Macworld, furthering the belief that if you don't have something to show, stay home.

Which, unfortunately, will be Apple's policy, as this Macworld marked the last nerd-convention that had become such a staple for the techie community.

 


Why We Need Them

But don't count out all vendor trade shows just yet: Exhibitions still play a very necessary part in consumer economy, and not just for the products being shilled. Expos bring in large quantities of people looking for a free meal and a couple days of entertainment on their company's bill. That means it's a boon for wherever the show is being held, and typically bigger expos will crack deals with nearby businesses that prove symbiotic. Hotel revenue in particular sees a giant boost, with some rooms rented more during the couple days of the fair than the rest of the year combined.

And trade fairs allow smaller start-up businesses, for a small fee, to introduce their products to a potential client base on a face-to-face level that would be impossible otherwise. So from a bottom-top economic standpoint, enough traveling trade expos could revitalize the economy! (Well, maybe that's stretching it.)

Will trade expos be more subdued in the upcoming months? Without a doubt. Vendors can no longer afford to hand out handsome amenities to every potential client that visits their booth, and the expos themselves may become smaller, more intimate affairs. But consider that the biggest trade shows are often for electronics and cars: both industries that will always benefit from an overseas boost as China eagerly picks up the slack for their American counterparts.

And don't forget: There are always job fairs to bring in the post-recession crowd.

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