Theory: Expensive Tchotchkes = Hot Market
I propose a new theory: You can tell whether a specific market is hot based on the value of the give-aways at that market's tradeshows.
Tradeshows are part of the foundation of any good PR program. Perhaps most importantly, a trade show offers a chance for key players and influencers (including reporters, partners, analysts and end users) to congregate at the same location. The concept of a press tour today is somewhat hard to grasp--reporters, analysts and bloggers tend to live and work all over the place. But they all come to a tradeshow if it represents a market they follow.
So can one base the "hottness" of a technology market by its trade show? Sure. Look at the number of attendees, number of exhibitors, and number of reporters and analysts attending. See if large recognizable vendors are sponsors. And, perhaps, per my theory, take a look at what exhibitors are giving away.
Joan Geoghegan, a senior vice president at Schwartz, recently attended VMworld, the trade show run by VMware, a leader in the virtualization market. Anyone will tell you virtualization is hot. So given that, let's take a look at what certain vendors were calling tchotchkes at the event:
-- EqualLogic: A $40K Harley
-- Wyse: A Mercedes Smart Car
-- Dunes: A hardened PC fully loaded with their software (one a day)
-- Microsoft: A 42-inch flat TV screen (one a day)
There were too many iPods, Nintendo Wii consoles and other "basic" give-aways to count, she notes.
I don't know about you, but if giving away a Wii at a specific show is blase, that show must be very hot.
Posted by Ross Levanto on October 15, 2007 at 12:00 PM
