What s Next for the Trade Show?

Weve written before about our feelings about trade shows. As we asked then, in this day and age of webinars, online video conferencing and downloadable product demonstrations, is there still a need for expensive and time-consuming live events?

Wed have to say yes. But not as we know them.

We're just back from one of the biggest TV industry trade shows, NAB (the National Association of Broadcasters) in Las Vegas.

Why do we go?

Because traditionally, personal relationships have always been very important in the media business. Whether its commissioning new projects or buying new hardware, deals have always been made face to face not surprising when you consider the huge potential costs of both. And when that much money is being invested, personal relationships whether you can work with someone or not matter a great deal.

Therefore technology companies gear up to sell in this way as thats what the customer expects. Hence, big stands, direct sales teams and trade shows and if youre not there, youll lose out to someone who is.

The move to instant on-demand cloud services has drastically reduced the risk element for purchases a buyer makes. If it no longer meets your needs, you can easily move on to something that does and your initial investment has been quite small. Its low cost and low risk so people dont have to be so cautious.

That said, from a buyers point of view, there is still a great deal to be gained from being able to sit down and talk to a vendor, to fully understand a service and to discuss how it can meet your specific needs. And to be able to do that with all the relevant vendors in one place is obviously an advantage.

And from the point of view of us a vendor, its much the same. To be able to discuss a clients needs and show them how Aframe can meet them is very valuable. We know how others are using Aframe so can often provide people with some further insight into how Aframe can help them. And again, to be able to do that with dozens of people over a few days is great value for money.

But for buyers and vendors, trade shows are now about so much more than just turning up and giving out/picking up promotional pens. As ever, the NAB Show was rammed with thousands of visitors and hundreds of exhibitors and it still seems a pretty healthy event. But, like all expos, they have had to adapt their model and provide more than just sales booths. Networking events, conferences, VIP attendees, social get-togethers inspired by tech shows like South by Southwest, NAB Show is becoming more and more in tune with the needs and wants of the client.

If they continue with this, then there is great hope for their future. Aframe will look at attending them all, for exactly these things to meet new people, to learn and understand new trends and to see new stuff.

LINK:	http://aframe.com/blog/2013/04/22/what-s-next-for-the-trade-show...
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