There is no doubt about it, there is a trend among companies to scale back their tradeshow presence. The latest company to announce it is pulling out of future tradeshows is Native Instruments (NI). NI announced on Tuesday that it would no longer maintain a booth at industry tradeshows like NAMM, AES and the largest of them all, Musikmesse. The last show is especially interesting beause it is in Germany, where Native Instruments’ head office is located.
“Times are changing and we have seen tradeshows become increasingly less relevant for our industry,” said Pablo La Rosa, International Marketing Director at Native Instruments, in a statement. “By focusing our efforts in online communication and direct-to-customer events, we reach out to today’s musicians and producers in a way that we believe is more efficient for us and more engaging for them.”
NI said it would focus to communicate with its cusomters in other ways like its new rich-media website.
Native Instruments isn’t the first company to pull out of tradeshows in the recent economic climate. Apple last year dropped out of Macworld Expo, citing the changing ways they can directly communicate with customers.