My friend Scott is a local boat dealer in Livermore, CA. One of the big annual events for his business is the Pleasanton Boat Show which usually takes place in early January. Unfortunately the show has been cancelled this year so Scott is now going to try some other nearby shows. Of course the SEO-obsessed look for an opportunity in every situation so herein lies the nugget of wisdom:
1. People who do not know that the show has been cancelled will be searching Google for information on the “pleasanton boat show” and “boat show pleasanton”.
2. People who know it has been cancelled will be searching Google for information on “pleasanton boat show cancelled” to find out why.
3. Per my post on trade show marketing and SEO, showing up for searches for these shows is a cheap and effective form of marketing.
4. Per this post, showing up for searches for cancelled shows could be just as cheap and effective.