Over the last decade, traditional marketing efforts have transitioned out, and digital and online marketing has moved in as the "big dog" in marketing town. Businesses used to attend trade shows when they needed to launch a new product, make big company announcements, build brand awareness and connect with potential customers.
Today, a lot of that work will happen online through inbound marketing efforts before the event even happens.
Unfortunately, a result of this shift has been that some companies have decided to pack up their booths and stop attending trade shows all together. They believe attending these events are no longer relevant, and that their marketing budget is better spent on activities with a higher, traceable ROI.
Yet, trade shows haven't completely disappeared, which means people must still be attending them to some capacity right? Every industry is different but the continued existence of trade shows begs the question:
Should you still be attending trade shows?