Trade Show Exhibits & Displays: The Value of Exhibiting in a Downturn

Recent studies by TradeShow Week and others demonstrate the importance of getting the most bang for your marketing dollars – and warn that “out of sight” often means “out of mind”. Marketing dollars work harder to gain market share during recessions.

A recent study by TradeShow Week looked at the two most recent recessions, 1991 and 2001, and compared them to the current economy. During the last recessions, the author found that companies that cut back on marketing and trade show activities tended to recover slower than those that maintained their marketing presence.

Another study noted that during the great depression in the 20′s, Kellog’s maintained their advertising campaigns while Post cut back – and when the dust settled, Kellog had greatly increased their market share.