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A report on the state of the UK’s tradeshows market has revealed a dramatic, 71% decrease in events being organised for the retail industry between 2008 and 2009. It is in marked contrast to the promotional marketing roadshows sector, as event marketing specialists EMS head for their best year yet. The Facts 2010, commissioned by the AEO’s marketing body FaceTime, also reports - not surprisingly - that visitor numbers are down too; by 48% in the retail sector, and 8.2% overall. For the past couple of years, businesses are finding their potential customers are under increasing pressure and unable to attend trade tradeshows quite so freely due to reductions in headcounts and increased workloads. So as visitor numbers to conventional tradeshows fall away, more and more brands are landing new business via mobile exhibition trailers that take their products to where the customers are - making event roadshows far more invaluable than trade shows for businesses facing serious time and budgetary constraints. ‘If they won’t come to us - we’ll go to them’ is the new business mentality. EMS Client Services Director Justin Isles said: "In the current tough climate, many businesses are reviewing their marketing techniques to ensure they get the biggest bang for their buck - and increasingly the big brands like Infinera, Motorola, Cisco and Dell are opting for mobile roadshows." He explained: "Going mobile allows businesses to set themselves apart from their competitors by talking directly to customers on their doorsteps, wherever they are in the world. Our mobile units allow brands to tailor their environment to deliver targeted messages." "Time is precious and roadshow marketing cuts down on travel time and costs for potential customers, so they can get back to work as quickly as possible. It means maximum convenience for them and maximum exposure for the brand."
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