Marshall Yard:

Somewhere else in the blogosphere, I’ve heard some interesting ruminations about what should and should not be driving forces behind why a company should undertake a trade show effort. One of these rules struck a nerve with me as pertaining to the present credit crisis and rampant recessionary fears.

Reason #3: To correct a misconception.

In a business environment where everyone thinks everyone is at risk of going totally Lehman, what a better way to cure that paranoia than through your exhibit booth at your next trade show. Of course, if you own an expensive custom trade show property, you might lack the flexibility to actually change your design to accomplish any particular change in directive. Hopefully 2006’s business plan will keep working for the next 2 years while you amortize your custom built booth. Even better, maybe your company’s just too big to fail.

Meanwhile, your competitor has a new look, is effectively launching their new product, adapting to the product life cycle of their existing product, and reinforcing the belief that they are constantly growing their market share. Oh, and surely this sort of thing never happens in industries other than ours.

One more thing: I’ve picked up on two ways in which companies have tried to combat wild speculations about their fiscal strength in moments of extreme doubt- Press releases and employment solicitations. If we’re offering jobs, and telling the press that things are GREAT despite headlines to the contrary, then everything’s supposedly “all good.” Apparently, people are starting to see through this sort of rubbish…