It’s often said that polls and surveys are a snapshot of sentiment at a certain time. A larger concern within the exhibiting industry is that “normal” in terms of exhibiting strategies will be redefined, as some companies permanently reduce trade show marketing budgets and operate with smaller staffs. The March EXHIBITOR magazine survey found that the cancellation and postponement of trade shows has generated an “absence makes the heart grow fonder” effect on upper management, but the report states not to the extent that some may have hoped.
