It is always the big question. Should you exhibit at a trade show or not? Especially if you are a bigger player in the market where people will be expecting you there. If you decide not to show you have to take action on it.
As and example, Adobe have decided not to show at Macworld this year.
What would have been disastrous would be if they just didn’t show, or worse if show organisers said they were going to be there so Adobe would have to go on the defensive. Now I am sure Macworld wouldn’t do that, but other less scrupulous event organisers may try and “bully” or “influence” a significant player to exhibit at their
show. What Adobe did was communicate via the media that they were not exhibiting. You can read the article here.
You will notice that although they are not exhibiting, they will still have a presence at the show. Some are saying that, along with a large number of layoffs, Adobe are feeling the pinch of the current financial crisis. Whatever their reason, their approach to managing their “No Show” has been well done.
While I am still of the belief that now, more than ever, exhibiting at a trade show is a great thing to do, if you are going to be a No Show, you need to manage it well. You may not have the bucks that Adobe’s PR department does so lets learn from them!