In 2009, we said good-bye to several well-known retail chains and brand names. Strangely, I was shocked when I read a list recapping the defunct brands. I had assumed several of those companies and products had gone by the wayside a long time ago. They hadn’t done anything to capture the attention of the buying public.  This may seem like a shaky economic time to spend money on exhibit space. But if the show has a solid track record for attracting people in your target market, a booth can be your smartest marketing investment.  Why? Consider these three reasons:

1. 1. Your presence at the show will give shoppers the image of corporate stability. People don’t feel comfortable buying from a company that might not be around next month. Simply by being at the show, you are reminding people that you are still an active player in the marketplace.  
2. 2. People haven’t entirely stopped spending.  They are re-evaluating their current buying decisions. Now is a good time to go after people who have been buying from your competition (especially if your competition chooses to skip exhibiting at the show).
3. 3. Expos are an easy and efficient way to add prospects to your sales pipeline. On-site sales during an expo are just a short term benefit. The far greater benefit is adding sales leads to your database so that you’ll be able to rebound faster as the economy recovers.