Scaling Back in a Tough Economy

It might seem like an easy decision to cut trade show exhibiting and attendance to save money in a tough economy.


Scaling back a little in general is a good idea, but to totally cut all events is the last thing your company should be considering. The reasons for this follow:

1. If you are exhibiting and attending the appropriate events, you will have a list of potential customers and leads from which to draw to help your company remain viable.


2. Your company will be viewed as unstable and exiting the market and then will have to "re-enter" and possibly explain your exit and subsequent return to potential clients.


3. A trade show is the easiest and best place to research potential vendors, investigate the value of new technology, as well as keep up with what the competition is releasing.

The total return on investment of any event is measured not only by the amount of total sale but also by the information gathered.