Happy 2009! It's been quiet over here with the holidays and simultaneously planning for MacWorld and CES. With the shows starting next week, it's time to get back online.
Sadly, this might be one of the last MacWorld shows. Apple doesn't need it any more. The company has made its mark and has enough brand momentum that MacWorld, or any other trade show for that matter, isn't necessary to market the Apple brand. Steve Jobs isn't even doing the opening keynote this year! Adobe is out too, so what does this mean for the future of trade shows?
Attendance for CES appears to remain comparably strong, however. It seems to be the only major tech show that has survived the overall downfall. Sure there are plenty of great targeted shows like PMA for the photo market; FOSE for the security market and CEDIA for the home entertainment market, but for the technology market as a whole, we've seen COMDEX - the grand daddy of them all - come and go, and CeBit has been whittled down to less than a week (down from two!)
While tech is still a relatively stable market, compared to the ailing housing and financial markets, Apple's decision seems to mark the end of the tech trade show era. Companies no longer need them as a vehicle for marketing their wares. We are now in the age of social networking and all it has to offer, so companies can reach their customers via a more targeted and cost-effective medium. While nothing can ever compare to face-time with customers, partners, etc., in a down economy, companies are reluctant to bear the increasing cost of shipping, exhibiting and flying employees across the country without the guarantee of significant financial results.
I don't think trade shows will die-out completely, however. Companies should consider the more niche shows such as the ones mentioned above that focus on a specific issue or market rather than go for the expensive free-for-all types. They should also look to online tools to network with industry colleagues. Local meet-ups are also great ways to network on a personal level without the cost of a trade show (check out meetup.com to see if you can find something in your area). From a PR prospective, attending a press event like Digital Experience or ShowStoppers is also a highly effective way to get in front of your target media and audience without the huge expense.
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