Tip 77: Mega Trend #3 -The New Paradigm

The old paradigm was "produce a show and they will come." Many shows did not invest in building a quality event because of unrealistic profit goals imposed by the financial types (particularly those shows that sold at very high multiples). This attitude resulted in:

Under this paradigm, a few shows outright lied about their attendance. Others reported misleading numbers such as total registration rather than actual verified.

The new paradigm will be much different and will result in a reinvention of our industry. Successful shows will:

This Tip is from the article "State of the Trade Show Industry Post September 11" by Michael Hough which will be in the February issue of Convene magazine. To read this now, go to www.profitabletradeshow.com, click "State of the Industry White Paper."