The Center for Exhibition Industry Research just published a report announcing the toll that the recession has taken on the U.S. trade show and convention industry. The overall industry decline reported was 12.5% for 2009. This report was based on 4 key metrics: net square feet (declined 12.3%); revenue (declined 13.2%); Professional attendance (declined 4.1%), and number of exhibiting companies (declined 5.8%). Certainly this information does not come as a surprise to any of us involved in the trade show industry, or to those that participate as exhibitors. We all have witnessed this first-hand. But what does it mean, long-term, to Marketing Managers who might be trying to assemble budgets and planning for the near-term? If history is an indicator, it means that things may actually be looking up! Scott must be nuts, you say? Let me explain… First, if there was one piece of good news in the CEIR report, it was that the 4th quarter of 2009 was an improvement over the first 3 quarters; trending in the right direction is a good thing. Second; the industry’s previous decline ended with the second quarter of 2003. By the end of 2004, the exhibitions and events industry performance had returned to pre-200o levels, proving that the trade show industry has traditionally bounced back, and quickly. What do I think will happen with trade shows and conventions in 2010? 2011? I think this recession has made everyone evaluate, scrutinize, and justify every penny being spent on not just trade shows, but the entire marketing plan. I think exhibitors will demand value. Value from exhibit builders, value from the associations putting on the shows, value from the general contractors providing show-site services, and value from all of the surrounding trade show functions. I think that pre and post-show marketing efforts will become more critical. Trade shows are expensive to participate in, and marketing managers are going to demand that the effectiveness and ROI be evaluated more than ever before. Are Trade Shows dying? Not a chance; we will always have a need for face-to-face interaction, and a need to demonstrate products and services directly to end users. Trade shows will survive, and thrive. What will change will be the dynamics of the entire promotional/marketing effort, and for the better! I know we have changed the services and focus of our company to address these needs. What are you doing?