Why would anyone go to a trade show?

Why would anyone go to a trade show? Back in the day, trade show attendance was a must in order to learn industry specific information, connect with prospects, clients and influencers, and raise awareness of your company. In short, all things you can do, for free, over social networks and the Internet.

Yet, even when we've seen an industry roiled by free Internet alternatives (record companies, newspapers, TV networks), there still remains a nub of value in these media. I still listen to music, read news and watch TV shows. I don't, as a matter of course, attend trade shows, unless there is a compelling reason to do so.

During Q1 and Q2, I've decided to attend three shows, mainly because each reaches an audience I'm targeting in my marketing and sales roles- RSA Conference (security), Satellite 2010 (satellite) and FOSE/GOVSEC (government/security). There are plenty of others that gave consideration to (CTIA Wireless, Interop, HIMSS) but, given limited time and money, they didn't make the cut.

What are your plans for trade shows this year? Are you spending more or less time and money on a trade show program? What could trade shows do that would make it worthwhile for you to invest more?

Trade Shows, Part 1 (CTIA)

Well, I've been on the road for the past couple of weeks. I traveled to Las Vegas for the CTIA Wireless trade show then to San Fransisco for the RSA security show. Both shows demonstrated the power and innovation that still drives the larger technology world today. I'd like to recap both shows in two posts.

First, the CTIA show in Las Vegas last week was compelling. There is a building transformation in the wireless from the current 3G level of broadband, features and applications to a newer "4G" model. There is still some uncertainty about which technology platform will power this new generation of wireless businesses: WiMax or cellular or some un-invented technology.

Needless to say, there will be much fighting and scrambling over the next five or more years between the big carriers (Verizon, AT&T, T-Mobile, Sprint) as well as other technology players (Microsoft, Google, etc). All these shifting parts made for very interesting conversations...

...and it also made for an enormous trade show. The CTIA filled up two whole halls at the Las Vegas Convention Center.

I'll post some pictures when I get back home...