The Benefits of Trade Shows for Your Business

There is so much value you can derive from simply attending a trade show. It’s not always about buying a stand and exhibiting. That can be expensive and unnecessary, especially if you haven’t visited the exhibition previously.

There is no getting away from the fact that we live in a digital era. In such a world you may think trade shows and exhibitions would disappear. After all, we seem to do everything online including networking through social media channels such as LinkedIn. 

But here’s the thing. People like to buy from people. They still like to handle the product - and it’s that face-to-face interaction that will give you a feel for the service you’ll get. Exhibiting at, or attending a trade show, is something you can never truly recreate online.

So, how do you derive the most benefits from attending a trade show? Well, the first thing you need to do is define your objectives. Something you can review and measure after the event to establish if it was worthwhile for you.

Country specific trade shows are probably more frequent being held on an annual basis. These tend to be targeted at a local market for their products and services. Then there are the larger international trade shows with a much wider appeal. Quite a few of these are now held every couple of years and in different countries. 

Once you start researching the events, there are two areas to focus on. The first is the exhibitors. You can view these on the trade show website and you should recognise quite a few as your competitors or suppliers. If you look back at previous shows you will see if they are regular attendees.

The other aspect is who the organisers are targeting to attend the show. They often talk about the benefits of attending the trade show. These should appeal to the relevant individuals in your sector and yes, definitely those you want to meet.

As an international business consultant, I have my own favourite; it's held every two years in Frankfurt - it’s the Light and Building exhibition. This is a really important event for me. It’s an opportunity to meet clients and update on the latest developments in one of my core markets. 

An obvious statement but, we are busy people. It’s easy to just turn up on the day and wander around with a view of meeting some useful contacts. But, that's probably not the most effective use of your time.

Identify the exhibitors you want to go and meet. They could be competitors, maybe a new company in your sector or someone who is launching a new product. Make a point of visiting their stand and finding out as much as you can about them. All useful intelligence for your business.

There are often seminars and talks around the show. Have a look at the topics and who is delivering the content. These are free to attend and will give you further insights. They are also an opportunity to network. Look at who is sitting next to you and start a conversation.

A perfect opportunity to talk to your prospects. Probably one of the main benefits of attending a trade show. Find out if they are going to the show and whether you can meet up. This is a great way to manage your time at the event because you already have a warm lead. Maybe it’s someone you speak to on a regular basis but just haven’t met in person. 

But don’t forget your existing customers. The most valuable asset you have and the perfect event to arrange a catch-up. If the trade show is being run over a couple of days why not go out for dinner. A great way to update on what they are doing and identify if there are any opportunities for you coming up.

Even if you have attended a lot of trade shows, don’t assume it will be the same every time. There will be plenty of opportunities to gain additional knowledge about your industry. To check out the competition and discover what they are doing differently. Learn about the next big trend in your sector. All key benefits of attending trade shows for your business.

Maybe you are thinking about exhibiting next year. Look at how stands have been configured, the creative aspects and the messaging, this will all help you. Have a chat with individuals on the stand, especially if they are busy. Find out what works best or doesn’t work for them. Carry out your own bit of market research.

It’s very similar to attending the show, except you are entering at a different level. You will have a visible presence at the venue. An opportunity to build brand awareness. But most importantly, you will entice people onto your stand for a conversation. The research you have done as a visitor will help you here.

You also have a base at the trade show. A place where you can invite prospects to visit. Showcase who you are and what you do. And because you are exhibiting at an industry-specific event, it will demonstrate a level of credibility for your business. 

And of course, you can still network, arrange meetings and talk to your competitors. But you now have other avenues to explore. The organisers often hold a drinks reception for exhibitors. There might even be a conference or awards dinner as part of the event. More opportunities for you to network and connect with the right individuals.

I’m not about to tackle such a huge issue here. But it’s worth sparing a thought for how attending these trade shows does impact on our environment. You might argue that business travel is an inevitable consequence of running your company. Which means whatever you do there will be a carbon footprint.



Surely this must be another great reason to make the most of any trade show you attend. An opportunity to meet your competitors, clients and prospects all in the one place. If you plan it right, you are simply running your business in a more sustainable way.

What do you think is the most important benefit of trade shows for your business, either as an attendee or exhibitor? For me, it’s about relationship building and keeping up to date.

If you're interested in learning more about developing business strategies or require the assistance of an experienced business consultant, please don't hesitate to get in contact with EXALTA today. You can call us on 01865 238 100, alternatively, you can fill out our online contact form and we'll be in touch.