3 reasons why trade shows work…

While trade shows are not easy, there are many worthwhile reasons to exhibit from visibility to credibility. Establishing a presence, whether small or big for your company, gives you an influential platform for meeting new customers, reaching out to your existing clients, and building a more established and dependable brand.


1 Connect with possible customers

With the right strategy, exhibiting at a trade show allows you to get up close and personal with your target market and really connect with potential customers interested in the products or services of your company. Regardless of whether you’re selling products or offering a service, it’s a fantastic way to add that personal connection into your sales funnel.  A good show could keep your sales team busy for months connecting with prospects and closing deals. Without question nothing beats having the opportunity to speak face to face.

When speaking to clients, the most important discussion would be ROI and I guess it all comes down to a simple question. How many clients or prospects can your sales reps see per day? Maybe 3-4 or 6-7?

Consider a 15 total hour show with 2500 attendees. You have the potential of 166 people per hour visiting your stand. Even if you only meet with 5% of those attendees, you’ll end up with the opportunity to connect, face-to-face, with 8 people per hour. To achieve the same level of success, one sales rep would need 10 weeks!

2 Increase brand awareness              

Magnified Brand word illustration on white background.

Branding is a huge aspect of business success, it helps set you apart from the competition. Exhibiting at a trade show is a wonderful way to tell your industry that your company is serious, reliable, and you are no longer competing on a local stage.

Whilst in many instances, you could well be one of hundreds of different businesses exhibiting at a trade show, one thing you’ll undoubtedly benefit from is increased brand awareness and exposure.
As long as you make your exhibition stand, eye-catching it helps you portray your business as a standout company.

3 Build your client base

Marketing data is of unquestionable value to businesses, and if nothing else, you need to exhibit at such tradeshows. These would be your best chance of capturing the email addresses you need to increase your client base.

Traditionally gathering contacts was done simply by exchanging business cards, but a number of options do include running competitions and giveaways, as an incentive to collect contact details which can increase numbers of sign-ups.


Of course, how you later use this data will be largely dependent upon your follow up strategy, but this allows you intrusion into their lives to contact them for a product they were interested in.

All in all, exhibitions are still the best option for a valuable marketing approach for many businesses. Once at the trade show you must make sure the opportunity is relished and taken advantage of, it could be the key from taking your start-up company into a talked-about, profitable enterprise.


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