Page 52 - EDM Today Spring 2025

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WITH
WITH
JOE BALLEK, MBA
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THE HANDSHAKE ADVANTAGE:

WHY TRADE SHOWS STILL MATTER IN 2025

Recent statistics show that
trade show participation is
steadily increasing, with
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both attendee and exhibitor
numbers trending upward.
In a challenging global man-
ufacturing landscape marked
by trade disputes and geo-
political uncertainty, trade
shows may offer a valuable
opportunity for businesses to
connect, compete, and grow.
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Not long ago, if you were looking to discover new equipment or attract new customers, trade shows were the place to
be. When the COVID-19 pandemic hit, everything changed. Many of us shifted to video conferencing platforms such as
Zoom, Cisco Webex, and Microsoft Teams.
As the pandemic subsided and trade shows resumed, attendance numbers dropped signifi cantly. IMTS, for example,
had set a record in 2018 with over 129,000 attendees. Just four years later, the fi rst post-COVID show in 2022 drew
just over 86,000. The number of exhibitors declined as well—from 2,563 in 2018 to only 1,816 in 2022. Europe’s EMO
show experienced similar declines in both attendance and exhibitor participation.
Many in our industry have offered explanations for the decline in both attendance and exhibitor participation, often
attributing it to a lingering reluctance to return to public gatherings. However, given the surge in leisure travel follow-
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ing the lifting of COVID-19 restrictions, it seems likely that other
factors were also at play. People were clearly willing to crowd onto
planes and cruise ships—they were eager to return to a sense of
normalcy. It’s evident that the disappointing trade show perfor-
mance involved more than just public anxiety.
One of the major factors contributing to diminished trade show
performance may be the widespread adoption of video conferenc-
ing software. Many companies have discovered they can conduct
highly effective meetings without the need for travel or associated
expenses. A single salesperson can now engage with multiple
customers in a day, and companies in the market for new equip-
EDM Today Magazine
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ment can view several test cuts within the same timeframe.
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