By Amber Murdock, RSPA's Education & Communications Manager
Trade shows have been a staple of any company’s schedule for decades. The rationale for attending them long forgotten, and replaced with a habitual behavior: the trade show is a standard part of many companies’ annual schedule.
But in the digital age and the Great Recession of recent years, the real “need” to attend a trade show is certainly being re-assessed. With advances in technology, it seems that the activities accomplished at a trade show could be done online in a more cost-efficient manner. Additionally, with the global reach of online presence, why settle for capturing business among the attendees of a particular trade show?
The reason for continuing the trade show attendance “tradition” is simple: it’s the networking. Sure, some may say, it’s about the sales that happen when the products are there to see and touch. But in the end, it all boils down to the networking—the one-on-one connections that are made between current partners and potential partners.
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