In a recent survey conducted by Dr. Alan Konopacki of the Incomm Center for Research in Chicago, 1,000 executives representing 12 industries who were planning on attending trade shows provided their opinions about the importance of visiting a trade show. The survey uncovered that 54 percent of the executives felt that trade show attendance is more important than in previous years, and 40 percent claim it is of the same or equal degree of importance. Only 6 percent said that the value of visiting trade shows has declined in recent years.

But why do they feel this way, you ask? The survey identifies the top three reasons for trade shows' popularity, as designated by the respondents:

1. Time Saver - These executives claim that attending the shows lets them compact the evaluation process by giving them access to multiple resources in a short period of time.

2. Access to Instant Answers - Trade shows give you a "real-time" environment for obtaining business solutions and the convenience of expediting the evaluation process.

3. Networking and Forming Partnerships - Multiple vendors are needed to solve more complex problems and issues. Trade shows give you an assembly of resources in one arena and increase the ability to network or build partnerships. Some of your best resources can be found at trade shows - after all, they are industry gatherings, which means that somewhere you will be able to find the solution to any question or problem.