In today’s market, staying on top of the latest industry innovations and technologies is crucial to success. Trade publications and Internet chatter provide plenty of current information, but neither offers the personal experience that can match a trade show. 

Of course, the Internet especially plays a large role in today’s business, particularly when it comes to important buying decisions. With a click of the mouse, you can see products, read reviews and even check out  video demonstrations, but it can’t replace the valuable trade show experience. Michael Hart, editor-in-chief of Tradeshow Week, says there is something about viewing a product live and meeting with industry leaders that can’t be replaced by the Internet. 

“There’s a lot you can gain from seeing people face to face that you can’t online,” Hart says. “You get new ideas, see new products, network with colleagues and peers. You can’t duplicate that face-to-face experience.” 

Trade shows are also a great place to score special deals and discounts because you have a unique chance to meet vendors and develop relationships. When attending trade shows, you’re no longer doing business with an impersonal sales call or nameless Internet transaction—you’re doing business with a person who wants to see you succeed. 

Teri Diamond, owner of Teri Diamond Studio, decided to buy an Epilog laser engraver in 2009 at The NBM Show in Long Beach, Calif.; however, she wasn’t quite ready to pull the trigger at the show. Even though her purchase was made a couple of weeks after the show, the relationship was formed, and she found Epilog was willing to work with her extended deadline. 

“I didn’t make my purchase until after the show, but I was still offered a discount of several thousand dollars, and they included a free rotary attachment,” Diamond says. 

Before attending a trade show, Hart recommends planning ahead by deciding what vendors and products you would like to see. In this case, the Internet plays an important role, as social media sites can help you choose which vendors you would like to visit, Hart says. 

While Hart finds many attendees are increasingly turning to social media sites for information, he doesn’t see it as a replacement to trade show meetings. Instead, he sees it as a complementary component. 

Your favorite trade publications, such as A&E, Printwear and Sign & Digital Graphics, are essential for staying ahead of the industry curve, but it doesn’t stop there. Be sure to stop by The NBM Show in 2010 to see the products and meet the faces that you read about every month for the most powerful investment in your business.