It is a perfect opportunity for exhibition organizers to be pushing their events to new prospective businesses who may have not considered it before. This is not the time to be scaling back on the budget for your next trade show. Although numbers may have been down this year, you should be looking to next year and beyond. Find ways to attract more exhibitors which will in turn attract more visitors.

Whilst there is a need to be seen unaffected by the economic downturn to keep financial morale high, it shouldn’t be completely ignored. Take some time to stand back and take a look at the changing industry landscape and look for ways to make future shows bigger and better.

One thing to avoid is panic discounting. Just because numbers are down, don’t try to attract vendors by offering cheap deals. This will only make people nervous. Rather than discounting your services, add value to the services you already provide. When people get nervous they want answers and solutions. They are not going to believe in hype or be taken in by “Going Cheap” marketing exercises. After a recession, people want to feel safe again.

If funding your trade show is a big issue, look to other business who stand to benefit from your show. Conference centres and hotels, car hire, local eateries, signage companies etc, all benefit from the influx of people and trade you provide. Get them involved. Maybe they can offer some incentive or discounts to the other areas which businesses have to add to their expenses when exhibiting or sending visitors to trade shows.

As an exhibition or trade show organiser you should be looking at ways to improve your industry as a whole. Exhibitors will be keen to invest in an exhibition or trade show run by an organization which looks to be moving forward and taking initiative, not one which is cutting back.

Make your show high-energy. Use plenty of signage and graphics. Create a memorable entrance feature. If you can communicate an excitement in the industry, this will carry on down through the ranks. Be seen as a leader out of recession and look to the future.

Some reasons why you may decide to run an exhibition could be:

1 . As a great revenue generator
An exhibition can be a great revenue generator for your association. You are encouraging access to your members and, for vendors, this is highly valuable as they are given the opportunity to see many clients and prospective clients together over a short period of time.

2. To add credibility to your conference within the industry
By adding a trade show to your conference your members and vendors see that you are serious about generating business within the industry.

3. To give your delegates the opportunity to see and try new innovative products within the industry.
Some of your members may  not have had the time or the opportunity to see the latest and greatest products going around and being introduced to the market. Vendors holding stands at the exhibition or show will, not only be trying to sell their wares, but will also be keen to educate your delegates within their own industry. 
4. To give the trade a chance to showcase new product developments
A trade show is an important place for vendors to release new products. Conference visitors are normally the leaders within an association so getting them on board is vital to be used as product ambassadors.