One of the fact sheets from the newly released CEIR study, The Changing Environment of Exhibitions, shows that today’s business executives are keenly aware of the value of in-person meetings. In fact, 57% of executives of companies who are planning to increase the number of exhibitions in the next several years say that securing in-person meetings in more valuable than ever.
Another important fact was cited in this research, 77% say that cultivating customer loyalty is more important than it was prior to 2008.
Last week we shared the Forbes online publication written by Consumer Electronics Association President and CEO Gary Shapiro titled: Want Innovation? Go to a Tradeshow. In the article he outlines the imperative for face-to-face that takes place at a show:
They come to test the mettle of the people with whom they are doing business, to shake their hands, look in their eyes, and assess whether a company’s product matches a company’s hype. Perhaps most important, they come because relationships matter in business and, despite the worldwide reach of the Internet, a relationship cannot only be electronic. It must be personal.
This personal component to International CES – or any trade show, for that matter – is what makes it a living, breathing entity. It’s an experience that requires five senses. Some may scoff and wonder why in the age of technology and the Internet live face-to-face events even exist. Yet they not only persist, they also prosper because people, relationships and first-hand impressions matter. Five-sense interaction beats the Internet for creating a big picture view, allowing serendipitous discovery, developing trust, and evaluating people and products.
The various stages in the sales cycle, from prospect discovery to strengthening an existing customer relationship can be enhanced by time on the show floor. Face time matters.
To obtain your copy of Exhibitions Foster Business Relationships, please click here.
