Is This the Most Depressing Trade Show in the World?
There was a time when the annual Computex trade show was a blockbuster event with musical acts, product launches, and industry leaders. Now, Bloomberg describes the PC trade show as the most depressing tech show in the world, with sad exhibit rentals and booths. One participant summed up his experience like so, “This year was the worst.”
According to Bloomberg, the once mighty PC trade show, held each year in Taipei, was once “a showcase for Taiwanese technology companies through brands such as Acer Inc. and Asustek Computer Inc. while also providing a platform for the Microsoft Corp. software and Intel Corp. processors that power their machines.”
But with PC sales falling and companies like Apple and Google hosting their own events to debut products, Computex is going through a difficult transition. It doesn’t help that participants were perfectly candid with the media about their depressing experiences on the floor.
So is Computex really the most depressing trade show in the world? That title would probably go to the annual Anxiety and Depression Conference, but this year’s Computex seemed determined to stake a claim.
So why does this matter, and what can we learn from this show? Here are some key takeaways from the Computex debacle:
Save Money on Exhibit Booth Design
If your industry is no longer growing like it used to, and if your main events aren’t generating as many leads, then it’s crucial to reconsider your budget for these events. Fortunately, there are many ways to reduce your exhibition and event budget, from limiting the number of employees you send to reusing visuals and displays. But one of the best ways to save money at trade shows is to take advantage of exhibit rentals. The best exhibit design services also offer exhibit rentals that allow you to set up a professional booth at a fraction of the cost.
Custom, Interactive Exhibit Design is in…
It’s important to note that while PC sales are falling, the Computex tech show actually attracted more visitors than it did in 2015. And while some exhibitors complained to the media, and others sat around listlessly drinking tea, an interactive exhibit for virtual reality still managed to draw a crowd. While VR technology might seem like a natural fit for an interactive exhibit design, the best exhibit design services can help any company create a booth that draws people in from the crowd.
You Can’t Phone it in During a Trade Show
Trade shows are still a powerful venue for generating new leads. Here in the United States, the average trade show attendee will spend 9.5 hours looking at booths, while the average company spends 31.6% of its marketing budget on events and exhibit design services. And according to B2B Magazine’s last Marketing Outlook report in 2015, events like trade shows and conferences were the second largest area of growth in media spending, second only to digital marketing budgets.
Adapt or Die
Finally, the Computex debacle is an important reminder that staying still is not an option in business. There was a time when PCs were the future of technology, but as consumers rely on smartphones, apps, and laptops, PC companies who fail to adapt will get left behind. Likewise, your strategy for trade shows and conferences must adapt to a changing world.
Digital Marketing Manager