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Published on: 1/19/2009
Last Visited: 1/31/2009
Ann Pennino, exhibit manager at Praxair Inc., a company that provides atmospheric and specialty gases and high-performance coatings, agreed that, though the numbers may seem dramatic, they are not necessarily surprising.
,This has been a trend that I have witnessed for the last couple of years,, Pennino said. ,With more demand on everyone's time, only those critical to an attendee's buying plan will attend the show.
Our first show of 2009 is being held later this month, and we'll see what impact the economic downturn will have not only on the attendance but on the show itself.
We'll make the necessary adjustments, if any, to our program.,
The implications of falling traffic for exhibitors, Pennino said, is that marketers will need to look carefully at their trade show branding and better target messaging toward customers and prospects. ,Exhibitors have to be more prepared than ever to reach their customers and potential customers,, she said. ,Messages need to be clear and concise; booth staff needs to be aware of the goals and objectives; and lead follow-up plans must be in place prior to the show.,
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