Trade Show Insights

Lately the same topic keeps coming up in conversations with exhibitors, show organizers, and other industry professionals. Everyone’s talking about how show floor traffic may be down by 40–50 percent, yet the quality of attendees is much higher. Even small exhibitors are getting more serious leads, which makes them feel their investment is worthwhile. Yet I’m also hearing from those who can’t attend in person. There are many reasons, whether health concerns, budget restrictions, or travel logistics. (Just had a conversation this week with a Canadian exhibitor … if you think travel within the U.S. is a hassle, you should