GraphExpo 2011 – Becoming a Virtual Tradeshow

In almost two decades of attending, exhibiting and just walking through the GraphExpo, a Chicago based show, which I did this year, it is clear that the age of Virtual tradeshows has arrived.  The obvious economic downturn has probably made many a manufacturer to reevaluate their cost to benefit evaluations for a tradeshow, as the show floor is much smaller than prior years though the attendance for exhibitors and attendees was vigorous and energetic.  In all there were about 350 exhibitors on site representing the best in the printing arts ranging from those hawking ecommerce solutions, to the traditional iron peddlers – like Goss, Heidelbergs, Bobsts and other press manufacturers that have proven adept at reinventing their businesses.  Many have migrated into systems integrations models, offering customers applications to tie in their data at the earliest creation stages, assisting with business process management remodels that allow users with web enable control of printing and finishing.  The trade show booths where even as early as two to three years ago, you might see six to seven unit presses on the show floor have been replaced by large TV screens demonstrating the presses with interactive videos and computer simulations.  – A virtual experience of the products- with a live person to answer any inquiries has become the most effective way to still have a high value presence at minimal expense.   As more and more companies are moving to a combination of using live tradeshows like GraphExpo supplemented by web based tradeshows that you can visit on line, the ROI on such activities are improving as objectives such as facilitating one on one meetings with clients, prospects, and partners remain intact, securing live intelligence, gleaning reactions to promotions and ideas – and just continuing to keep the eco system going with a cost conscious approach is gratifying and beneficial for the industry’s  proliferation.