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I got myself into a bit of a spot the other day. I put my foot in it with the MD of a Bristol creative agency that specialises in 3D design.

“OK, Mr Smarty-Pants Marketing Man”, he challenged, “If you were me, how would you market my agency?”

Like a true convert to the New Rules of Marketing and PR I suggested that traditional marketing was less and less effective, as buyers went online to find answers to their problems, did loads of research, compared prices and generally checked out services. That’s where you want to be, I said, not at some godforsaken hangar full of grey-suited salarymen.

Blogs, online networking and forums are where the action is at, I continued. I was just getting into my stride, riffing on the imminent demise of direct mail, cold-calling, advertising and exhibiting at trade shows spiralling, when I noticed his eyes narrowed in a rather worrying way.

He hissed, “60% of my revenue comes from exhibition display work…”

I began the long march of re-building our relationship.

As it happens, his agency is well-positioned for the future, even in a contracting exhibitions market. ‘Agency X’ is innovative and a smarter bunch of people I rarely meet. And the 3D display services offered by ‘Agency X’ are well suited to more stable environments, such as retail display and point of purchase, where its presence is growing.

But our exchange made me think. Organisations still exhibit at shows and conferences, so it must work.

The question is: When is exhibiting right for your company?

Trade exhibitions are B2B events where you’ll meet punters evaluating multiple suppliers (just like you). Business delegates may regard attendance as a bit of a jolly and a chance to cane the expense account, but that’s an aside.

At certain high profile exhibitions, brands feel they ‘just have to be there’, because the competition will be. That can lead to a bad case of keeping up with the Joneses.

Nevertheless, at a well-run trade show that has been promoted effectively, you can:

• demonstrate your service face to face
• network with other exhibitors, partners and journos
• meet influential industry experts

If you make big-ticket sales then exhibitions might work as part of the sales process. But you’ll need to balance the number and quality of connections and sales you’ll make against the cost.

As an exhibitor you can often get a speaking gig, too. This is potentially much more valuable than any passing trade at your stand, if you get it right.

Exhibition can give you a useful focus for PR, too. If you genuinely have something to announce about your attendance at #someshoworother2010, great. But just because you’re there doesn’t mean you need to tell me “I’m at #someshoworother” every five minutes.

Right, glad I’ve cleared up all your questions about the value of exhibitions.