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Trade Shows -- They Are Important!

Friday, April 2, 2010 9:04 am

Trade Show attendance is a hot button for most inventors. There seems to be an expectation by some inventors that by attending a tradeshow, manufacturers will line up wanting to make licensing deals. Deal making usually happens well before the trade show. Anyway, let’s take a closer look at Trade Shows.

First, Trade Shows is a generic term. There are three distinct categories of trade shows: Industrial – Consumer – Invention. Each of these shows can be further subdivided as national, regional and local. They all have a purpose.

Consumer Trade Shows:
Examples of Consumer Trade Shows are the Auto Show, Boat Show and Home & Garden Show that travel around the country and are open to anyone for the price of admission. These shows are for local distributors and retailers to promote their goods and services directly to the public. Inventors can use local and regional shows to test market and get feedback from real people. A positive selling experience can be invaluable when promoting a new product to manufacturers.

Invention Trade Shows:
Invention Trade Shows sell booths to inventors in which to exhibit their inventions in hopes of attracting a manufacturer. Inventors who have attended invention-only trade shows have reported dissatisfaction because industry traffic is often light with attendance open to the general public. In my opinion, the money spent on booth space at this type of trade show might be better spent trying to go directly to company decision-makers.

Industrial Trade Shows:
Full product line exhibits by the major manufacturers happen at industry-specific Industrial Trade Shows. In recent years some industries have joined together to form mega shows. Every industry generally has at least one major, national trade show often sponsored by a trade association. Attendance is restricted to industry insiders and the media. Booth space can be very expensive. The purpose of industrial trade shows is for manufacturers to sell their products to distributors and retailers, and not to necessarily license products from inventors. Regardless, they are important to attend in order to learn about current trends, make contacts and to gauge the competition.

Since the turn of the century, trade show attendance has declined as “big box stores” have begun requiring manufacturers to visit them for a private, product line showing. This has prompted several industries to join forces to maintain viability. Indicative of this trend is The National Hardware Show that now includes Lawn and Garden, Housewares, Painting, Storage Organization, and more, combined with hardware.

Although Trade Shows might not be what they once were, they are still very important when it comes to product marketing. National industrial trade shows, especially, have all of the players in one place, at the same time with entire product lines on display. Trade Shows are definitely worth it.

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