In a Digital First World, Face-to-Face Events are Needed More than Ever

by David Brull, Vice President of Global Accounts
Two people meeting at a trade show

I remember when I was the PR contact at the Trade Show Exhibitors Association. Apple just announced that they were pulling out of Macworld. Newspapers like the LA Times were calling us for a quote to the question “Are tradeshows dead now…”.  My answer was quite simply that trade shows were not dead.  Apple made a strategic decision as a brand. They shifted to communicating directly with consumers via their own product announcements, retail stores and its website. Long story short, they did not use anything that I said because it wasn’t the angle they were after.

So, every few months someone for one reason or another declares that trade shows are dead. Usually, they’re saying it from behind a webinar… that 14 people attended. Or after launching another email campaign with a 19% open rate and a 0.7% click-through rate.

Don’t get me wrong because I love digital marketing. We need email, social media, webinars, paid advertising, content marketing, podcasts, etc. Each are just one tool in the whole toolbox marketers have at their disposal.

But here’s the thing that makes me love experiential marketing… None of those channels can shake someone’s hand. None of them can read body language. None of them can introduce your customer to your CEO over coffee. And none of them can recreate the magic that happens when the right people have the right conversation at exactly the right time. That’s why trade shows and events continue to be one of the most valuable investments B2B companies can make. Not because of the booth but because of the relationships.

Every Marketing Channel Has a Job

Think about it this way:

But trade shows? Trade shows and events accelerate trust.

That’s a very different job. In B2B, we’re rarely selling a $20 impulse purchase. We’re often asking companies to invest hundreds of thousands or even millions of dollars. Those decisions aren’t made because someone clicked on a banner ad. They’re made because people develop confidence in the company, the solution, and most importantly, the people behind it.

The World's Most Expensive Coffee Meeting

For years I’ve heard jokes that trade shows are basically the world’s most expensive coffee meetings. And in some ways, that’s true. Between booth space, design, shipping, labor, travel, hotels, dinners and the inevitable “How did we spend THAT much at the hotel bar?” conversation, exhibiting isn’t cheap. But here’s what makes it worthwhile. A great event compresses months of relationship building into just a few days.

Instead of scheduling six virtual calls over four months, you can:

That’s incredibly difficult to replicate through digital channels alone.

The Best Booth Doesn't Always Win

You may also be shocked to hear me say that the company with the biggest booth doesn’t always have the best event. I’ve seen simple exhibits packed with meaningful conversations while massive, multi-million-dollar booths become little more than expensive selfie backdrops.

People don’t remember your booth because it had the tallest hanging sign.

Here’s what people remember long after the carpet has been rolled up:

Events Are the Ultimate Relationship Accelerator

The best B2B companies don’t think of trade shows as a multiple day marketing activity. They see them as part of a year-round customer engagement strategy. Before the event, they’re identifying target accounts and scheduling meetings.

During the event, they’re creating experiences that matter.

After the event, they’re following up with purpose not just sending the dreaded “Thanks for stopping by our booth!” email that everyone deletes before finishing their first cup of coffee. The event isn’t the finish line. It’s the catalyst for everything that comes next.

The Future Isn't Digital or In-Person

Sometimes people frame it as an either/or decision. Should we invest in digital marketing or events? The answer is yes.

The strongest event programs use digital to make in-person experiences better, and they use in-person experiences to make digital marketing more meaningful.

Imagine using AI to identify your highest-value prospects before the event. Using marketing automation to personalize invitations. Hosting executive meetings during the show. Capturing insights from every conversation. Then using those insights to create content, nurture campaigns and sales follow-up long after everyone has packed up the booth.

That’s not choosing between digital and events. That’s building a connected customer journey.

Trade shows and events don’t succeed because they’re flashy. They succeed because they’re human. In a world where almost every interaction is digital, automated and increasingly AI-generated, genuine face-to-face conversations have become even more valuable.

So maybe the question isn’t: “Are trade shows still worth it?”

Maybe the better question is: “How can we make every event a more intentional part of our overall customer engagement strategy?”

Because the companies that answer that question well aren’t just collecting leads. They’re building relationships. And relationships still close deals.

About the Author.

Dave Brull is the Vice President, Global Accounts at Kubik. He has over 20 years of integrated sales and marketing experience including partnering on experiential activations across the globe for brands such as Johnson Controls, HP Inc., Microsoft, Philips, and Verizon. He brings a unique viewpoint since he has worked for brands, associations, and agencies over the course of his career. He also sits on the BOD of The Exhibitor Advocate Association and the Advisory Board for the Global Association of Customer Engagement Professionals (GACEP).

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