Introduction

There was a time when the trade show was the place buyers went to learn about various companies’ product offerings. If someone was in the market for widgets, he could go to the annual trade show and compare your offering to those of all your competitors.

Exhibitors simply set up shop on the trade show floor for three days and pitch their products to buyers. You were there for one reason and one reason only—to sell more products or services. Buyers were there to research and get the information they needed to make a purchasing decision.

The Internet and social media have created a fundamental shift in attendees’ goals and objectives in attending a trade show. Today, buyers are doing their research online and creating a shortlist of vendors based on information available on your website, on industry blogs, and through customer reviews and social media chatter.