Calling on RSNA 2009 - The Good and the Bad
As our design and engineering departments deal with a deluge of new business that has thankfully discovered our exhibit house in 2009, I’ve been knocking on doors, metaphorically, to steer exhibitors for this year’s Radiological Society of North America Annual Meeting, (that’s RSNA09 to ppl in a hrry).
So it’s 2009, a big whopping recession, there’s a health care proposal in Washington that’s encountering, simultaneously, support and rancor amongst various niches of the health care industry, and companies are fighting tooth and nail to survive: What’s up with RSNA09? Is it a good show for your company? Isn’t attendance down at big shows? Shouldn’t my widget company spend all of its cash reserves ridding the balance sheet of any liabilities, and just hibernate until the economy is back on its feet?
First of all, if you’re still making widgets, I must advise you that your product needs a major overhaul. Nobody uses those filthy things anymore. Secondly, I’m not going to beat the dead horse of “you must market your wares in a recession!” That’s a bit trite at this stage in the game.
Attendance is down at the big shows - THERE I’VE SAID IT! And exhibitors are who’s telling me this. They’re cutting budgets (yes, despite the trite salesy “spend more on marketing” bit), but trying to make as great a splash as possible. What’s the vibe, post show?
Results. Overall show attendance is down, but those who are going to shows are serious. Tire kickers, looky lou’s, and other earnest spectators are staying at home, while the serious purchase agents, executives, President’s and CEO’s are out in force - those who have cash are looking to take advantage of deflationary prices, and the greatest venue to analyze a future purchase - the tradeshow.
So the word on the street about RSNA is one of “eh, traffic’s down, but it’s still a pretty big show for us.” Some companies will not have the money to invest in a serious tradeshow exhibition, while others will gladly pick up the slack.