The Value of Trade Shows
Trade shows have changed a lot over the years, from new faces and products, to venue and timing changes, to exciting new technologies. We’ve seen shows fall out of favor and be replaced by others, industry organizations have restructured and changed names, and some shows went virtual in the face of a global pandemic. In short, our trade shows have evolved along with our industry. In the not-so-distant past, winter trade shows like Mid-Am were more like order-taking hubs. While there are still those who attend these events with the intent of sourcing plant material, the focus of our modern-day trade shows has shifted more and more towards networking and brand-building opportunities instead. So, if generating orders is no longer the primary objective of our industry events, how do we quantify the value and justify the costs of attending them?
While we may not be able to draw a straight line from shows like InvigorateU or iLandscape to our open order reports, I think most of us would agree they provide value that goes far beyond immediate sales. This was on my mind last month during Growers Swap Shop, the last session of InvigorateU in Bloomington, IL. I was struck in that moment by the candor of the conversation – an open forum made up of competitors, peers, and friends, all coming together to share challenges and experiences in an effort to find solutions. This says everything you need to know about our industry. And when we think about the year ahead and the season of chaos that is just around the corner, experiences like these are a reminder that we aren’t alone, and that maybe our problems aren’t so unique.
When it comes to preparing for the start of the season, there is no barometer quite like iLandscape. In the weeks leading up to spring, it’s only natural for us to try and predict what could go wrong. Whether it’s the political landscape, the weather, or the economy, we all want to be prepared for possible hurdles that could derail us on our path to a successful season. But the energy and optimism of a show like iLandscape is nothing short of an antidote for pre-season anxiety.
We don’t know what our trade shows will look like in another twenty years, but I’m willing to bet that, in a lot of ways, they’ll be very much the same. We’ll still be talking about labor, new plant varieties, and ways we can benefit from the latest and greatest technology. But most importantly, I think these types of events will remain invaluable when it comes to motivating and inspiring us. We’ll always have setbacks and unpredictable obstacles that prevent us from having the perfect year, but the relationships we build along the way are what continue to move our industry forward. Here’s looking forward to another great year with all of you!
