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The rise of the Internet has resulted in gains for tradeshows

According to a recent report by the American Business Media, in 2006 tradeshows generated $400 million more in revenue, which surpassed b-to-b print media and grew an additional 10% over 2005.

Margaret Penderson, President of Penton Exhibitions (which produces more than 90 events annually for more than 30 business sectors), attributes these figures to the continuing growth of the Internet. “As people spend more time face-to-face with a computer, real face-to-face becomes more important,” says Penderson.

Many professionals in the b-to-b print media industry, including Philip Chapnick, senior VP for CMP Technology’s Innovator Group, share Penderson’s view. According to Chapnick, the Internet not only encourages people to get together in person, but also keeps them connected even after the trade show is over. “ The Web extends the tradeshow experience and keeps the community together for the whole year, rather than dispersing after three days,” adds Chapnick.

Industry forecasts show that tradeshow spending will continue to surpass print media in the coming years.

Adapted from Matthew Schwartz’s article “Media firms’ trade show revenue tops print for first time” published in the May 7, 2007 issue of BtoB Magazine.

Paris-based Tootem Projets recently created a hybrid modular exhibit system for Thales, a world leader in mission-critical information systems for the Aerospace, Defence and Security markets. The exhibit is a reconfigurable island that combines Platinum, DesignLine and Instand systems.

It was showcased at the recruitment Forum of the renowned French “Grandes Écoles” during the June 2007 Paris Air Show in Le Bourget. The Grand Écoles is an elite group of French universities that has a very rigid selection process and concentrates in the field of science and business.

Since the Forum is a venue where Thales usually recruits its future staff, the exhibit plays an important role to catch the attention of technologically savvy young engineers. The elegance of the design, the lightness and harmony of the forms easily conveyed the company’s main message. All these led to the success of the exhibit, thus fulfilling Thales’ expectations.

The reconfigurable exhibit has been taken to 3 different events since June 2007. It will be used in 15 more events in 2008. For Thales who has been using Instand for more than 5 years now, the superiority of Nomadic’s products definitely speaks for itself.