Need justification for your trade show program?
Over the years, many studies have shown that when advertisers maintain or increase their advertising efforts - including trade show promotion - during a slow economic period they gain a correspondingly significant "jump start" on their competitors. This occurs for several reasons.
First, while purchasing is on hold, demand is still there. Buyers are continuing to look for information about the products and services they are expecting to buy once things pick up again. So, while buyers may not be buying, they are preparing to. This is where a continuing advertising program reinforces name recognition, builds product awareness and appreciation, and strengthens your value.
Second, advertising makes sure that you are in front of your customer when they are ready to buy. Industries, companies, and consumers bounce back at different times. You want to be the salesperson standing at their door when it's opened rather than the one just walking up the street!
Based on an article by Elaine Lyerly, President, Lyerly Agency, 4819 Park Road, Charlotte, North Carolina.