21 Trade Show Predictions for 2011

1. SHOWS GROW: United States trade shows will return to growth for the entire 2011 for multiple reasons:

• Exhibitors will be past their smaller 2010 budgets set during the harsh 2009 conditions, and will have their replenished 2011 budgets ready to go.
• Companies awash in cash will invest in marketing to compete with aggressive competitors and spur growth.
• Larger number of new products developed during the less scary 2010 need to be introduced at 2011 shows.
• The weaker U.S. dollar (“quantitative easing”) will boost U.S. manufacturing sales (who are most of the larger exhibitors), and also make travel and exhibiting at U.S. shows less expensive for foreigners.
• B2B marketers impatient with their inability to demonstratedly drive enough sales volume with harder-than-it-looks social media will re-allocate more dollars back to proven trade shows.
• Recently hired entry-level professionals will be sent to get training at industry shows.
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