2019 Multifamily Innovation Digital Magazine

End of
the Trade Show
EDUCATION-BASED MARKETING finds its
way to the Multifamily Apartment Industry.
Multifamily Leadership is focused on
improving innovation in Multifamily while
redirecting millions of dollars to better
product design and technology, and providing
a sustainable way for brands to get
more clients.
The conference model has not changed
over the last 50 years but it desperately
needs to since it is impossible for busy decision-makers
to attend every association
meeting, product demo, trade show, user
conference, and industry conference. In
fact, many vendors continue to participate
in these events, despite experiencing poor
results, rising costs, and favoritism over
exhibit space positioning.
Additionally, trade shows generate an exorbitant
amount of waste each year with an
incredible 600,000 tons of trash turned out
annually by the 60 million people who attend
these events. This staggering amount
of waste has a huge environmental impact.
Multifamily companies now have an option
for going green while featuring more of
their product line than would fit in their
trade show booth. They also have an
indefinite amount of time to present their
products to an executive who can watch at
his or her leisure without the pressure of
having to “pitch” within a short amount of
time and with distractions from the trade
show floor.
Trade shows are an antiquated model that
is in desperate need of innovation.
There are much better ways to inform customers
of new products. As the online marketplace
expands - we buy online, network
online, sell online, date online, learn online,
and consume massive amounts of content
online - resistance to this change feels safe
but is very dangerous, as it exposes us to
the greater risk of becoming irrelevant.
Just as Netflix challenged an industry that
did not innovate fast enough to survive,
we plan to change the game within the
multifamily housing sphere,
making these resources affordable
and accessible to all. We
would be remiss as a company
whose main focus is on using
innovation to better the lives
of all those involved with the
multifamily industry, if we did
not present a solution that will
revolutionize the industry as a
whole.
We are now in a market where
products require educating
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