Are the future of trade shows at risk?

However, if marine suppliers recognise PR activity as being a good lead generator, it can be assumed that they must measure and track it sufficiently to know whether it generates leads or not. HubSpot offers the use of Google Analytics to track referral traffic or backlinks from trusted sites as alternative metrics to display tangible results of PR activity. The focus on PR activity may also be explained by the significant change in the perceived importance of brand within shipping and other related industries over the past decade. Against increasing competition throughout the supply chain, more shipping companies are realising that it genuinely matters in business how people perceive you. If they like, trust and respect you, they are far more likely to buy from you, work with you and invest in you. An Axios Harris poll showed that US citizens trust organisations more than the government to keep the country running – a result that is largely down to supply chain professionals. Michael Gravier, Professor of Marketing and Global Supply Chain Management at Bryant University said:

“The people have spoken. They approve of companies addressing social and societal issues, and not just keeping us stocked with the essentials.”

Gravier believes that organisations in the supply chain will capitalise on their success in gaining the public’s trust by demonstrating commitment to social justice and taking serious action against inequality: “This is a holistic marketing approach where the organisation as a whole is more present and valuable in marketing and sales than the individual services or goods. As the year progresses, companies will search for ways to ride this wave of goodwill to greater profitability without losing the public’s trust.”