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Use the Pandemic Pause to Improve Your Trade Show Program

The unexpected occurrence of COVID-19 has paralyzed most sectors in the global economy, including the exhibition industry. Some of the challenges experienced in this sector include the cancellation and postponement of shows, a lack of clients, and competition from digital marketers.

Although the canceling and putting off of shows means you get less income, it presents a new opportunity. This is because you spend less time focusing on shows. Instead, you will have more time to showcase your talent. This particularly applies to individuals in the trade show industry.

Because you cannot display your works to prospective customers, you get to spend more time on research, analysis, and implementing ideas that will improve your business for a long time.

Most marketers often get advice on how to improve their businesses. Although the advice they get is practicable, the majority usually lack time to implement it. What they don’t know is that it can improve their turnover significantly.

If you want to improve your business, you have to know your most loyal clients. Besides, you must also be aware of what makes them like your company, as this information is essential for improving marketing campaigns, training staff and competing with rivals.

Once you know what your customers want, check if the objectives of your trade show are in line with those of your business. If they match, keep your objectives. Otherwise, make sure that you update your business goals.

Another way to grow your show amid this coronavirus pandemic is by hiring qualified staff and training them accordingly. By educating your employees, you increase the chances of landing qualified leads who are more likely to convert into customers.

Lastly, it is essential to measure the impact of your trade shows. The best way to do this is by researching and conducting experiments


In these hard times, digital marketers have to adapt or risk being left behind. The measures mentioned above can help you cope with the prevailing situation. Remember, this is only temporary, and everything will soon be back to normal.

We are hopeful that the ideas mentioned above will prove useful to every person in the trade show industry. If you find them applicable to your situation, please don’t hesitate to share with friends. Likewise, if you have any queries, we are always available. More importantly, maintain social distance and stay safe.


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