The Return of Print Industry Trade Shows

By Johnny Shell, Keypoint Intelligence: Trade shows have long been a source of new business…a way to generate leads, fill the sales pipeline, and to display the latest and greatest (insert invention, software, or manufactured product here).

During the pandemic, the trade show industry saw a huge downturn given the close contact requirements that come with attending trade shows running contrary to public health guidelines. A study by UFI (The Global Association of the Exhibition Industry) indicated that, during 2020, the global exhibition industry contracted by 68%—equaling an estimated $330 billion in sales that was missed by exhibitors. With the cancellation of many trade shows during the pandemic, event organizers quickly pivoted to virtual events to allow vendors to showcase their products or services as well as interact with attendees online. OEMs took their own action and held virtual tours, webinars, and podcasts to fill the void—taking advantage of any online opportunity to get in front of potential customers.