Tricks Of The Trade Show

AS a 20-year veteran of trade journalism, I was saddened recently to witness the end of an era. In the past few months, two long-established trade shows of the ag community — the British Crop Protection Council Congress and the Stockton Ag Expo — following 30-plus years of existence, called it quits. In both cases, the show organizers blamed declining attendance, coupled with industry consolidation, for ending their runs.

“It’s obviously sad, but it’s a show that’s kind of run its course,” said one observer of the Stockton event.

Of course, these incidences beg the question — are ag trade shows still necessary in our Internet-obsessed age? For a possible answer, let’s
examine what happened in my old trade industry, the beverage world.

Annually between 1950 and 1988, the trade show event for beverage makers was called InterBev. Held every fall, this show attracted upwards of 20,000 visitors and hundreds of exhibitors. Product launches, new marketing campaigns, and personnel inductions all took place at this “it” show. Private concerts by the likes of Ray Charles and Gladys Knight were regularly held for “special guests” of Coke and Pepsi.

Of course, it didn’t last. As consolidation and exhibitor costs steadily increased throughout the 1980s, the larger companies within the industry began to demand changes. They pressured InterBev’s supporters to make the show a biennial event. The organizers resisted, but ultimately gave in as the larger exhibitors stopped coming.

Today, InterBev still exists, but in a much scaled down version from its glory days. Attendance is in the 3,000 to 7,000 range, with perhaps 200
exhibitors on hand. The big exhibitors and their premier events are gone, replaced by many smaller companies looking to establish themselves in an ever-shrinking marketplace.

As for the larger exhibitors such as Coke and Pepsi, they now regularly hold “invite only” meetings with key distributors and suppliers independent of a traditional trade show, since there are so few of each group left to cater to.

So, is this the ultimate fate for all the ag industry’s once “it” trade shows? According to ag retailers, trade shows still serve an important role in their annual operations. “Trade shows allow us to see the latest equipment and technology while it is located in one spot and time to network with the
vendors we work with,” says Jim Shelton of Landmark Services Cooperative.

Still, to survive long term, I think ag trade shows will need to adopt one of two strategies. One is to maintain the “it” show status by filling the void left as “non-it” shows fold. For example, the World Ag Expo added 100,000 square feet of exhibit space this year as competing events have exited the market. Expect more to be added in 2009 now that the Stockton Ag Expo is gone.

The other survival approach is to cater to a more niche audience. The Colusa, CA, Farm Show has grown in recent years by limiting its range to local or nearby attendees and exhibitors.]

Ultimately, I think ag trade shows will continue to play an important role in the lives of ag retailers, because our industry tends to favor “kicking the tires” of the products we buy. However, the landscape will probably evolve from its current set-up, with only the very big and very focused trade shows being left when the dust finally settles.
 

Leave a Reply

Featured Stories

FertilizerFall Fertility 2014: Forecasting Fertilizer Use
September 7, 2014
Great crops this year have tapped the soil, and fall work is definitely called for, but how challenging will that get? Read More
CropLife 100CHS To Build $3 Billion Fertilizer Plant In North Dakota
September 5, 2014
The fertilizer plant in Spiritwood will be the single largest investment in CHS history, as well as the single largest private investment project ever undertaken in North Dakota. Read More
CropLife 100Pinnacle Acquires East Kansas Chemical
September 2, 2014
Ranked 82nd on the CropLife 100, East Kansas Chemical will operate as part of Pinnacle's Performance Agriculture brand. Read More
CropLife 100Pinnacle Acquires California-Based Retailer
August 29, 2014
Pinnacle Agriculture Holdings will acquire Kerman Ag Resources, Inc., which will operate under Pinnacle's Performance Agriculture brand. Read More

Trending Articles

CropLife 100CHS To Build $3 Billion Fertilizer Plant In North Dakota
September 5, 2014
The fertilizer plant in Spiritwood will be the single largest investment in CHS history, as well as the single largest private investment project ever undertaken in North Dakota. Read More
EquipmentNew Holland Acquires Miller-St. Nazianz
September 3, 2014
The assets of Miller acquired as part of the transaction will become part of New Holland Agriculture, a CNH Industrial brand, building on a successful four-year partnership between the two companies. Read More
CropLife 100Pinnacle Acquires East Kansas Chemical
September 2, 2014
Ranked 82nd on the CropLife 100, East Kansas Chemical will operate as part of Pinnacle's Performance Agriculture brand. Read More
MAGIE 2014 ShowStopper
EquipmentJohn Deere Again Wins MAGIE ShowStopper Award
August 25, 2014
For the second consecutive year, John Deere was honored at the Midwest AG Industries Exposition (MAGIE) for its new R4045 sprayer. Read More
ManagementExpert To Discuss Farmland Value, Rent At Farm Science Review
August 18, 2014
While cropland values in Ohio increased in the past two years, they have remained flat in 2014, declining in some cases, according to an Ohio State University agricultural economist. Read More
EquipmentAdvance Your Technology IQ At MAGIE
August 13, 2014
The Midwest AG Industries Exposition (August 20-21) is the place you need to be to see, study and evaluate how new advances in the equipment, operations, crop protection and fertility sectors can help your business prosper. Read More

Latest News

CropLife 100Pinnacle Acquires Kansas-Based Cedar Ridge Supply
September 16, 2014
Cedar Ridge Supply will operate as part of Pinnacle's Performance Agriculture brand. Read More
StewardshipSecretary Vilsack Highlights Innovative Conservation Ef…
September 15, 2014
Nearly $16 million in Conservation Innovation Grants (CIGs) will be awarded to 47 organizations to help develop cutting-edge ideas to accelerate innovation in private lands conservation. Read More
Seed/BiotechSyngenta Responds To Cargill Lawsuit
September 15, 2014
Syngenta believes that the lawsuit is without merit and strongly upholds the right of growers to have access to approved new technologies. Read More
Equipment2014 Farm Science Review Launches Mobile App
September 15, 2014
Smartphone and tablet users planning on attending the 2014 Farm Science Review can now download this year’s customized mobile application. Read More
CropLife 100Southern States Coop Grower Sets Georgia Soybean Yield …
September 15, 2014
Georgia farmer Randy Dowdy's soybeans yielded an astonishing 110.66 bushels per acre, crushing the previous record of 82 bushels-per-acre. Read More
NIMITZ Treated vs Untreated pepper plant
InsecticidesNIMITZ Nematicide Approved By EPA
September 12, 2014
NIMITZ is a novel, non-fumigant nematicide with simplified application features, user safety and an active ingredient with a unique mode of action. Read More
InsecticidesMarrone Bio Innovations Receives Patent For Chromobacte…
September 11, 2014
The patent is the first step for MBI in developing a commercially viable product to inhibit infestations of corn rootworm larvae across America and other regions. Read More
HerbicidesDow AgroSciences: Keeping The Pipeline Stocked
September 11, 2014
Dow AgroSciences is embracing product diversity to drive the company’s future. Read More
CropLife 100CHS Is Official Partner Of New St. Paul Ballpark
September 10, 2014
The new ballpark in St. Paul, MN, officially became CHS Field with Twin Cities-based CHS Inc. revealed as the naming rights partner. Read More
EquipmentHagie Honors Farming Stewardship Leaders
September 10, 2014
The Iowa Farm Environmental Leader award recognizes Iowa farmers as environmental leaders that are committed to healthy soils and improved water quality. Read More
Precision AgPlantBeat: Your Plants’ Pulse In The Palm Of Your Han…
September 10, 2014
A new agronomic monitoring and recommendation service from Phytech could rewrite the book on real-time plant health status monitoring. Read More
StewardshipCCAs Making Headway With 4R Program In Lake Erie Wester…
September 9, 2014
Certified Crop Advisers are implementing the 4R Nutrient Stewardship Certification program in Lake Erie's Western Basin to improve water quality. Read More
MicronutrientsMicronutrients Going Macro
September 9, 2014
Between 2014’s fantastic growing conditions and a heightened awareness on plant nutrition, the major players in micronutrients are gearing up for another big year. Read More
Crop InputsFMC Announces Cheminova Takeover
September 8, 2014
FMC Corporation today announced that it has signed a definitive agreement to acquire Cheminova, a wholly owned subsidiary of Auriga Industries. Read More
HerbicidesValent’s Fierce XLT Herbicide Receives EPA Approv…
September 8, 2014
Valent U.S.A. Corp. announced today that Fierce XLT Soybean Herbicide is now federally registered for preemergence weed control in soybeans Read More
Eric SfiligojIndustry Consolidation Set To Increase Going Forward
September 8, 2014
As the agricultural marketplace moves into fall, one observer predicts the pace of consolidation will grow at all levels. Read More
LegislationCropLife America Leaders Address Regulatory Landscape, …
September 8, 2014
As CropLife America enters its 81st year, the organization’s leaders have seen another period of rapid and visible policy and public issue activity. Read More
FertilizerFall Fertility 2014: Forecasting Fertilizer Use
September 7, 2014
Great crops this year have tapped the soil, and fall work is definitely called for, but how challenging will that get? Read More