Bakers Journal

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The value of trade shows


April 1, 2009
By Brian Hartz

April 1, 2009 – Bakers Journal advertising manager Stephanie Jewell and I are in Montreal this week for the SIAL food show, so it seems appropriate to weigh in on the results of our most recent poll. Although the votes are still trickling in, it would appear that most of you are cutting back on your presence at trade shows this year. As of this morning, 59.1 per cent of respondents said they would cut back, while 22.7 per cent said they would not. The rest were either undecided or did not attend trade shows. 

April 1, 2009 – Bakers Journal
advertising manager Stephanie Jewell and I are in Montreal this week
for the SIAL food show, so it seems appropriate to weigh in on the
results of our most recent poll. Although the votes are still trickling
in, it would appear that most of you are cutting back on your presence
at trade shows this year. As of this morning, 59.1 per cent of
respondents said they would cut back, while 22.7 per cent said they
would not. The rest were either undecided or did not attend trade
shows.

PR and marketing professionals argue that a recession is one of the worst times to cut back on promotional activities for your business – because when the market rebounds your brand will be diminished if not forgotten – but it has to be tempting to trim these costs from your budget in the short term.

Does this argument make sense to you? Do you see any value in attending and/or exhibiting trade shows during a recession? Let us know.


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