The merits of trade show effectiveness within the architectural building products arena — and trade shows in general — are a hot-button issue in today’s marketing culture.
The argument has been made that in today’s digital age, effective interaction can take place without having to put forth the resources that trade shows require. But I totally disagree! Relationships are nurtured face-to-face and shows provide that opportunity. Never will there be so many of your key audiences in one place.