"However, the relationship is not always a happy one. In order to be successful and sustain success we need to understand and be under the skin of the industry we serve.
"There is a trend that suggests organisations must establish thought leadership over the next 10 years if they are to survive.
"Enriching trade shows with higher quality content, or vice a versa for conferences, is important, but we must be more imaginative than sticking a conference on the side of a weak exhibition."
Dick Blatt, president of Planar World Consulting, added: "Trade shows are not just about growing revenue, but growing the industry and the association. Not enough associations act or think strategically. Associations and trade shows must try to define the mutual benefits and expectations from the potential relationship upfront."