It can be difficult to determine exactly how successful a trade show is by any single metric.
The early bird gets the worm, or in the world of business, the prompt organizer gets their supplies for a discounted rate. That person doesn’t have to worry about missing out on a last-needed chair or having one of the staffers not arrive before the show because the plane tickets were sold out.
Going out and getting business leads is arguably the most important part of running a financially successful enterprise. Leads are essentially the potential customers that you attract throughout the lifespan of your business.
Trade shows are thought of as critical to a business’s marketing and sales plans. Still, they are the first events on the chopping block if a company decides they need to compensate for losses in revenue or other budget restrictions. Trade shows are the scapegoats, but that’s only because there are no traditional ways to determine if the products at the show and the marketing methods on display are persuading any new leads to join a company’s plans moving forward.
One of the great discoveries of the coronavirus pandemic was that virtual meetings and conferences could be just as productive and fruitful as they are in-person. Sure, there are some extra hoops you have to jump through to make sure everyone is engaged and gets the memo about start times, involvement in the project, etc. Still, video calls have made meetings more flexible and creative in the last year and a half.
When you are traveling in and out of a country, you need a passport to ensure to the foreign nation that your identity is valid and that you are a real citizen of that native land. If you have ever gone on a vacation or taken a business meeting somewhere around the globe, you will be familiar with the international requirements.
The COVID-19 pandemic did a number on the way businesses and marketing were done in the corporate world. In-person events were traded in for virtual meetings. Giveaways and demonstrations that required social interaction and touching of objects were eliminated from the calendar altogether.