In spite of the economic challenges, trade shows have continued to grow in most respects. Marketers are learning to cope with the economy instead of crumple beneath it, with marketers employing a variety of cost cutting marketing techniques. In the last year, trade shows have had an increase in the number of exhibits, and in the footage, while there has been a slight decrease in the attendance.
Overall net square footage grew 2.1 percent, compared with the 1.8% growth in 2007, and the number of exhibitors increased 3.3 percent compared with an increase of .6 percent in 2007. There were several new consumer launches last year, and 2 shows reported attendance over 100,000. The most well attended show was the EAA AirVenture Oshkosh (Experimental Aircraft Assn.) (July) 536,000

One way in which trade shows have successfully coped with the challenging economy is through the use of cost cutting measures. These include modular exhibit booths, a burgeoning increase in social marketing, e.g. facebook and twitter, and the use of multimedia exhibits. Multi media exhibits are now so popular, that a trade show boot without some type monitor or audio visual component is rare. Even small booths can put screens on the back wall of their exhibiting space.

Another cost cutting measure that is growing in popularity is the virtual trade show. Companies can exhibit their products on line without the expense of travel, boot set up, and hall rental. A virtual trade show is similar to a real trade, except that the show is entirely held on the Internet. The duration of the show ranges from a few hours to365 days a year. The show features a virtual exhibit hall, with visitors having various levels of entry permission, virtual booths, and virtual trade show displays. Some virtual shows may have speakers conferences, (webenars), and other forms of person to exhibitor communication.

For compatibility and appeal purposes individual booths are made to look like trade booths at an actual convention. Individual booths may have an avatar presenter, and various icons that can be clicked on to trigger, either information about a particular product, a multimedia presentation or communication with the presenter. Virutal trade shows are not only about saving money. Some virtual exhibits are made to interface with real trade show exhibits. On the EchMod360 virtual trade show,
http://www.ecmod360.co.uk/Seminars/), you can visit various halls, zones and exhibits. When your search reaches the exhibit level you are given the booth number the company will have at the next live EECMOD trade show.

Thanks to Winmax Video of California for sponsoring this article. Winmax is a producer of superior business videos including the trade show video and restaurant video.

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