While recent world events might cause uncertainty for economy and security, the trade show world seems to be in good shape overall, according to a recent report published by UFI, the Global Association of the Exhibition Industry.
The Global Exhibition Barometer uses data gathered from companies in 56 countries during June to report the analysis of 12 major markets around the world. Not surprisingly, economic uncertainty and the global business climate play a significant role, along with competition from within the industry. There’s also an uptick for additional security measures and concerns, especially among European nations and in the U.S.
To learn more, read the summary article from TSNN or download the entire 32-page report (which includes at-a-glance data charts) from the UFI website.
Thanks for the data. There certainly seems to be an assumption in the marketplace that trade show marketing is a failing model. While we all need to adjust to new realities in terms of HOW we approach shows, withdrawing from trade shows altogether seems like a bad mistake for many companies.
You’re welcome, Paul, and you are correct … avoiding trade shows is a bad marketing strategy.