Death of a Trade Show; Birth of a Trend

November 7, 2006

Two recent headlines from EXPO Magazine prompted a further look:

These two headlines seem to be contradiction each other — just as the Javits begins a somewhat controversial $1.7 billion expansion, it loses one of its longstanding major shows, the Incentive Show. But along with the cancellation, VNU Business Media (producers of the Incentive Show) announced it will be replaced with a Virtual Incentive Show.

(Be sure to click “Read More” to view additional links!)

You can read more about this change in articles from:

Incentive Magazine
Promo Magazine

To learn more about the trend of virtual shows:

“Virtual Trade Shows Make a Comeback” in BtoB
“Virtual Trade Shows Mature” in BtoB
“From Virtual to Reality” in Event Marketer

And check out some actual show site examples:

About The Author

Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image and Exhibit Design That Works (the first book in the YES: Your Exhibit Success series). She's also the creator of the Exhibitor Education Manifesto and the ExhibitorEd Success System and founder of the Exhibit Marketers Café, an online education community.

Tags:show cancellations, virtual shows

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