Pulling out of a trade show that goes to the dogs

Food that is not fit for human consumption is said to "go to the dogs."  Jane Given of Scarlet Dream Coats is a client of mine.  She makes functional and fashionable clothing for dogs.  Jane was recently featured in an article about the 4th Annual Pet Fashion Week convention.  The article stated:

...40 percent fewer vendors than last year...1,200 buyers visited the event, and 50 percent of those are showing up for the first time.

Filtering through the clutter of attendees at a trade show to find qualified leads is not an easy task.  Not only did the economy cut through the clutter, it brought out the real buyers.  People are not spending their money to attend a show unless they are serious.

Many companies are pulling out of trade shows to cut their budgets.  Knowing the impact that decision has on your sales and marketing efforts is crucial.  If you do not have a trade show strategy, then it is likely your decision is not a properly educated one.

In this case, pulling out of a trade show that goes to the dogs is not the right choice.