With the economic news seeming to get worse everyday, companies are looking for every possible way to squeeze the most of each cent. People are being laid off, companies are looking for bailouts and budgets are being cut.

There is a silver lining in this bad news as TSSN.com reports an increase in research, across a variety of industries, in how to market more cost effectively. Its research showed a 53 percent and 41 percent increase in new visitors and overall visitors, respectively, to its site. And they believe those numbers indicate a continued need of trade shows.

The reason this is good news for the trade show industry, according to RD Whitney, CEO of Caroo Media USA, is that business “can combine branding, outreach and business development by investing in industry events that get you in front of targeted and captive audiences.”

Basically summed up this means that you are focusing your messages towards the people who will be most likely to buy. In even more laymen terms to make money still requires spending money, they are just looking at effective ways to spend less money while keeping or growing its bottom line.

So even though the economy may not be friendly, it seems it is going to change the way marketing is done from now on. Which seems to be good news for the trade show industry.