Is exhibiting at and attending trade shows still worth it? With the easy access to information these days and many manufacturers choosing to launch products via the Web, can we still justify the costs involved?
I attended PLASA this year and quite frankly, I did not see anything really unexpected. Everybody sent out advance information about what was going to be new, trying to entice us onto their stands so they could get hold of our contact details (which the attendance list would give them in any case).
Ok, I did get a close up, hands on look at some products that I’ve only read about and I did come across something I would not have otherwise. Was it worth the expense (London is NOT cheap)?
Our local trade show, Mediatech, is already well into the planning stages and I am sure a lot of South African companies are asking whether it is going to be worth their while to exhibit next year. Past experience has shown that very little actual business is done on the floor at Mediatech, so where is the worth?
I can only answer as an attendee. For me, trade shows have two aspects – contacts and seeing the physical product.
Let’s face it, we are still a touchy-feely industry, nothing beats actually touching the product and seeing what it does and what is under the hood.
Despite all effort, nobody can really look at every possible product on the Web, every now and then a surprise jumps up – happened to me at PLASA. I knew about D3 Technologies and have been keeping an eye on their innovative approach to projection for a while, but completely missed their D3 Designer software. Only a chance stop at their stand introduced it to me, and thanks to an excellent short demo, I am now a fan. Similar thing with Avolites’ Sapphire Touch – I’ve never been an avid Avolites supporter (despite their stunning parties). A personal demo of the new console went a long way to change my perception that their products belong only in the rock arena.
As one of thousands of attendees, these two swayed me, how many others did they do the same to? I would suggest it was probably worth their while to be there.
PLASA was also an opportunity to meet a lot of new people and renew old acquaintances – this, on its own, justified every cent of the cost – we still very much operate on a who you know basis and knowing the face is so much better than only an e-mail contact.
All I can say is that if you are wondering whether to exhibit at Mediatech, do it, you may just find that one client that has missed your product.
Start saving for Prolight+Sound and/or PLASA next year, attend at least one of them. Plan now to attend Mediatech 2013, meet people, touch the product, ask the questions – it is the only gathering of our industry in South Africa and who knows what you may come across.
Well! I totally agree about product shows! America's USITT is very similar to what went on in London with a much broader focus as they promote not only scenery, costumes, lights and sound, but also education, make-up, a job fair, and a professional portfolio review. And of course the new products! Everyone goes to get hands on the latest equipment and technologies. Where else can they do that in the space of less than a week? Hands down you've hit all the reasons to go to one of these.
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