Research Center >> March 2009

Niche Industries Add Uptick in Trade Shows
Here’s how.
from AICPA Custom Media Solutions

As the saying goes, yes there is an “i” in “winning.” And there is also an “i” in “innovation,” “incentive,” and the “Internet!”

These are the three mighty words that have prompted a surge in trade show numbers in the first quarter of 2009 in such niche industries as travel, apparel and electronics. All three industries are delighted that their respective industries have shown spikes (10% in attendance), when all other trade shows have been in recession mode.

Mike Blackman, the managing director of an electronic systems market show, chocked his 12-percent attendance, 16-percent jump in exhibiting companies and 19-percent uptick in net-square footage to professional audio-visual footage. He was also quick to point out that the added marketing support from several trade associations helped in a big way.

But, his is not the only industry that’s seen a nice uptick. With people cutting costs, the first thing you’d think firms would cut is T&E. And yet, the travel industry has also seen the silver lining. In the travel industry’s February show in Los Angeles, attendance was up by 10 percent, the number of exhibiting companies rose a whopping 37 percent, while the net square-footage space rose by four percent.

As reported in Trade Show Week, the jump in numbers was credited to word-of-mouth marketing, incentives and the show’s content. Anna Magzanyan, the vice-president of advertiser marketing for the Los Angeles Times suggested the change in venue as a possible reason.

This notion was seconded by Don Browne, the marketing director of an apparel-industry trade show. In mid-February, he hosted a trade show at the Venetian in Las Vegas, to an increased audience of 12 percent, a five-percent increase in exhibiting companies and a net square-footage increase of just over three percent. Browne also attributed the spike in his niche audience to digital advertising. “It was the biggest show ever,” Browne was quoted as saying in Trade Show Week. “We’ve done a lot more online marketing.”

So there you have it. If you have the product to sell, all you need is the backing of trade associations (such as the AICPA), digital marketing (such as AICPA’s E-Newsletters, where premium and custom-made packages go a long way — see related story) and the location, which AICPA conferences will gladly provide!