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By: Christi Dixon | 02/24/2009

The trade show is very much alive; it's just changing shape. In fact, I'd argue that it's still one of the most cost-effective and most overlooked communication tools... but the strategies need to be aligned with what you're trying to accomplish.

Are you aiming to demonstrate your commitment to a cause? Are you test marketing a new product? Will you be demonstrating something technical? Is this an opportunity for you to demonstrate thought leadership?

Companies and organizations are still using trade shows to build relationships and interact with their target customers face to face. Earlier this month, I browsed at the Midwest Grape and Wine Conference, and organizers said the exhibitor hall was more popular than ever. A few logistics helped the cause: the trade floor expanded its hours and the location moved to a ballroom that was large enough to accommodate cocktail receptions amidst the exhibitor booths.

Elsewhere, trade fairs and expos are going digital to deal with a tough economic climate. Travel budgets have been slashed, so webhosts like InXpo and Unisfair are producing shows online. A Chicago Tribune piece this week hailed the benefits of virtual trade shows, both in terms of measuring how attendees engage and saving dollars on travel and material expenses.

How is your organization tweaking the trade show experience? Have you opted for a virtual lounge and streaming video? What are you hearing from the floor?

Posted in Public Relations