{"id":33405,"date":"2024-01-06T16:38:53","date_gmt":"2024-01-06T21:38:53","guid":{"rendered":"https:\/\/bmotik.com\/?p=33405"},"modified":"2024-01-08T15:47:00","modified_gmt":"2024-01-08T20:47:00","slug":"funcionan-las-ferias-comerciales","status":"publish","type":"post","link":"https:\/\/bmotik.com\/en\/funcionan-las-ferias-comerciales\/","title":{"rendered":"Trade Fairs Still Work (in 2024)"},"content":{"rendered":"<p>In a world already returning to a -new- normality marked by the AI revolution, marketers, CEOs, CMOs review commercial investment alternatives for their brands and products. The question: <span data-sheets-root=\"1\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;\u00bfNo funcionan las ferias comerciales?\\n\\nUna publicaci\u00f3n fue de Linkedin Viral diciendo que las ferias comerciales no funcionan.\\n\\n\u00bfPor qu\u00e9?\\n\\nPorque hay demasiada gente.\\nLa comida y el caf\u00e9 son malos.\\nAh, y aire acondicionado.\\n\\n\ud83e\udd14\\n\\nEsta publicaci\u00f3n no se trata de llamar a nadie.\\nEste CEO de tecnolog\u00eda ejecut\u00f3 su propio programa de eventos y tuvo un \u00e9xito incre\u00edble.\\n\\nBien por ellos. El respeto total y los eventos a\u00fan ganan.\\n\u00bfFinal feliz?\\n\\nBueno, el mensaje es que las ferias comerciales son malas.\\nY no lo son.\\n\\n\u00bfNecesitan cambiar? Demonios si.\\n\u00bfPuede ser mejor la experiencia? Por supuesto.\\n\\nPero las ferias comerciales tuvieron uno de los mejores a\u00f1os.\\n\\nEn el Congreso Global de UFI, Sophie Holt de Explori comparti\u00f3 c\u00f3mo el punto de referencia de NPS para las ferias comerciales se volvi\u00f3 positivo por primera vez en una d\u00e9cada en 2022 y 2023.\\n\\nGartner comparti\u00f3 una encuesta reciente c\u00f3mo los eventos son el elemento de presupuesto #1 para empresas tecnol\u00f3gicas con un presupuesto de $ 100 millones.\\n\\nEstos son datos. No es una opini\u00f3n anecd\u00f3tica.\\n\\nAhora, \u00bfun programa de propiedad funciona mejor que una inversi\u00f3n de terceros? Seguramente puede.\\n\\nCuestionar\u00eda la capacidad de descubrimiento de eventos propios m\u00e1s all\u00e1 de su base de clientes actual a menos que la haga la transici\u00f3n a una fuerza de ensue\u00f1o o un modelo entrante. Eso lleva tiempo.\\n\\nLa realidad es que probablemente necesite ambos, al menos hasta que construya una marca y una base de clientes lo suficientemente fuerte como para no necesitar eventos de terceros.\\n\\nHablando de marca, es esencial aparecer en las ferias comerciales de la industria. He demostrado repetidamente a mis clientes que asistir a eventos espec\u00edficos va m\u00e1s all\u00e1 del cierre de negocios.\\nNo est\u00e1s en el mapa si no te presentas.\\n\\nEstoy encantado de que ejecutar un evento de usuario haya sido un momento que cambie el juego para este CEO. El mercado dirigido por eventos. \u00a1Vamos!\\n\\nPero las ferias comerciales funcionan.\\nEst\u00e1n trabajando m\u00e1s que nunca y para muchos de nosotros.&quot;}\" data-sheets-formula=\"=googletranslate(R[0]C[-1],&quot;en&quot;,&quot;es&quot;)\">Do trade fairs still work? comes up with an emphasis on skepticism.<\/span><\/p>\n<p>In fact, at the end of last year, a publication of <a href=\"https:\/\/www.linkedin.com\/\" target=\"_blank\" rel=\"noopener\">Linkedin<\/a> went viral saying that trade shows don't work - why, because there are too many people, the food and coffee are bad... and the air conditioning.\ud83e\udd14<\/p>\n<p>In the end, the message was that trade shows are bad. And, spolier: they're not. Can the experience be better? Of course it can.<\/p>\n<h2>What do trade shows need to change to stay relevant?<\/h2>\n<p>The events industry is one of the most pressured to change, to digitalize and renew itself as it is one of the most traditional. Many organizers, suppliers, creative teams are still \"thinking\" as they did in the 90's or 00's. But the truth is that trade shows have been around for many years, have become an important part of the economy and continue to be a hard to match platform to promote products and services, as well as an opportunity to meet important contacts that certainly help innovation and move money. Some points where trade shows need to improve in 2024 are:<\/p>\n<ul>\n<li>Exhibitors should have access to web and digital marketing tools to provide interesting content to users and the organizer should facilitate at least part of this.<\/li>\n<li>Trade shows should offer a variety of entertainment to keep consumers interested. This includes not only live entertainment, such as music, performances, competitions. But also activities such as interactive games with VR\/AR, gamification dynamics and interactions through for example a <a href=\"https:\/\/bmotik.com\/app-para-eventos\/\" target=\"_blank\" rel=\"noopener\">App for Events<\/a>.<\/li>\n<li>Trade shows need to modernize and make use of the latest technologies. From online registration, the <a href=\"https:\/\/bmotik.com\/registro-para-eventos\/\" target=\"_blank\" rel=\"noopener\">registration and entry<\/a>to the interaction with the content, the speakers, as well as the way of doing things. <a href=\"https:\/\/bmotik.com\/plataforma-de-networking-para-eventos\/\" target=\"_blank\" rel=\"noopener\">networking<\/a> and everything related to the post-event.<\/li>\n<li>Innovation in venues and their involvement in the user experience is paramount.<\/li>\n<li>Tourism is becoming more and more relevant, organizers should think about offering tourist experiences within the same plan of the fair.<\/li>\n<\/ul>\n<h2>So, are trade shows in decline?<\/h2>\n<p>The fact is: trade shows had one of the best years in 2023.<\/p>\n<p>In the <a href=\"https:\/\/www.ufi.org\/\" target=\"_blank\" rel=\"noopener\">UFI Global Congress<\/a>Explori's Sophie Holt shared how the NPS benchmark for trade shows turned positive for the first time in a decade in 2022 and 2023. In addition, Gartner shared a recent survey of how events are the #1 budget item for technology companies with a $ 100 million budget. This is data. It's not anecdotal opinion.<\/p>\n<h4>But what factors then are most relevant to trade shows when assessing their viability?<\/h4>\n<ul>\n<li>Technology, sustainability and inclusion (the terrain of the<a href=\"https:\/\/bmotik.com\/blog\/5-razones-para-hacer-tu-evento-hibrido\/\" target=\"_blank\" rel=\"noopener\"> Hybrid events<\/a>?)<\/li>\n<li>Focus on data and tighter ROI<\/li>\n<li>New format, venues and sponsorship offers<\/li>\n<li>Full integration with social media, digital channels and web content<\/li>\n<li>Macro- and Micro-Events combined to generate <a href=\"https:\/\/bmotik.com\/plataforma-de-comunidad\/\" target=\"_blank\" rel=\"noopener\">community<\/a> and remembrance<\/li>\n<\/ul>\n<h2>Well now, is it better to organize your own fair or better to invest in a third party?<\/h2>\n<p>The tricky thing about in-house events is discovering and converting attendees beyond your current customer base unless you make the incredible transition to an inbound marketing model, which takes time. However, the reality is that you probably need both, at least until you build a strong enough brand and customer base that you don't need third-party events.<\/p>\n<p>Combine your own micro-events (can be <a href=\"https:\/\/bmotik.com\/plataforma-para-eventos-virtuales\/\" target=\"_blank\" rel=\"noopener\">virtual<\/a>The combination of a branded product (e.g., free of charge, etc.) with participation in third-party macro events is probably the ideal combination. Especially speaking of branding, it is essential to show up at industry trade shows. It has been proven repeatedly that attending specific events goes beyond closing business and networking. It is definitely also a matter of brand building. If you don't show up then you're not on the map, period.<\/p>\n<p>So, trade shows do work and will surely continue to work. As long as the industry keeps evolving and CEOs, CMOs, as well as suppliers and other industry players are aware that it's no longer just about a buffet, coffee and a lot of square footage.<\/p>\n<p>That said, we are confident that trade shows are working more than ever and for many of us.<\/p>","protected":false},"excerpt":{"rendered":"<p>Trade shows do work and will surely continue to work. As long as the industry keeps evolving and CEOs, CMOs, as well as suppliers and other industry players are aware that it's no longer just about a buffet, coffee and square footage. But how?<\/p>","protected":false},"author":1,"featured_media":33424,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-33405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ferias Comerciales \u00bfTodav\u00eda Funcionan? (en 2024) &#8226; Bmotik<\/title>\n<meta name=\"description\" content=\"En un mundo marcado por la revoluci\u00f3n de la IA, los marketers, CEOs, revisan su inversi\u00f3n comercial \u00bfFuncionan todav\u00eda las ferias comerciales?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bmotik.com\/en\/funcionan-las-ferias-comerciales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ferias Comerciales \u00bfTodav\u00eda Funcionan? (en 2024)\" \/>\n<meta property=\"og:description\" content=\"En un mundo marcado por la revoluci\u00f3n de la IA, los marketers, CEOs, revisan su inversi\u00f3n comercial \u00bfFuncionan todav\u00eda las ferias comerciales?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bmotik.com\/en\/funcionan-las-ferias-comerciales\/\" \/>\n<meta property=\"og:site_name\" content=\"Bmotik\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bmotik?fref=ts\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-06T21:38:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-08T20:47:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bmotik.com\/wp-content\/uploads\/2024\/01\/tradeshow-img.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"bmotik\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bmotik_co\" \/>\n<meta name=\"twitter:site\" content=\"@bmotik_co\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"bmotik\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/bmotik.com\/en\/funcionan-las-ferias-comerciales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/bmotik.com\/en\/funcionan-las-ferias-comerciales\/\"},\"author\":{\"name\":\"bmotik\",\"@id\":\"https:\/\/bmotik.com\/#\/schema\/person\/fb1f5e42f9029dd569ac5b1cbcfab392\"},\"headline\":\"Ferias Comerciales \u00bfTodav\u00eda Funcionan? 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