The world of trade shows is ever-changing. More and more research is showing that marketers are becoming smarter about their exhibit strategy, or at least trying to make improvements. And trade shows are still important to business overall. An article from Exhibitor Magazine documents the results of its 2013 Economic Outlook survey, including:

• A little more than half of the respondents will maintain the same number of shows they attend in 2013.

• 19% anticipate that some of their trade show budget may be allocated to other marketing activities in 2013.

• 55% will increase their spend in email marketing

• 76% are optimistic that they will improve their execution of trade show programs in 2013.

From my perspective, this data aligns with what I’ve seen across many clients. Trade shows are not declining by any means, but I see a lot more focus on creating a better trade show. Pre-show promotion, pre-show planning, better tracking of leads and a defined follow-up plan all lead up to a smarter, and more successful trade show overall.