Trade Shows – How they can help your business!


It’s been a busy year for me so far, and it doesn’t look like it’s going to slow down any time soon! March is the start of our ‘show year’ for 2017, we have 2 shows this month, one consumer show and one trade show. Trade shows have 100% changed my business, I probably wouldn’t have half of the contacts I have now without them!

Definition: An exhibition for companies in a specific industry to showcase and demonstrate their new products and services. Generally trade shows are not open to the public and can only be attended by company representatives and members of the press. Also, an exhibition of businesses offering franchises and/or business opportunity packages for sale.

Trade shows have traditionally been a very popular way to market your product, service and business. Though technology is changing marketing at a rapid pace, there are still many benefits from having a presence at a trade show as an exhibitor. Trade shows offer big benefits to businesses of any size. By combining exposure to a large number of potential leads with the ability to interact personally, trade shows offer an experience for both the business and attendee that other forms of marketing cannot. Though virtual events and other technologies are slowly gaining popularity, few marketing methods compete with the potential of trade shows.

This week I’ve compiled a list of the benefits of trade shows! 

Trade shows…

  • Create Lasting Impressions When Done Right: The main purpose of trade show event is to give a wide variety of options for attendees and businesses to engage and interact with each other. With a well-designed trade show booth that draws attendees’ attention, a few promotional items and a contest opportunity with giveaways, you have a well-rounded booth experience that leaves an impression with a potential customer.
  • Are Incredible Face-To-Face Marketing Events: When it comes to influencing a decision, nothing can compete with face-to-face interaction. Trade shows provide opportunities to engage with current customers and attendees. It doesn’t matter whether you’re marketing a service or selling your new product, an in-person presentation and short question based conversation afterwards can help you to close the deal quickly versus an email.
  • Have Lead Generation Potential: When it comes to trade show benefits, this is one of the biggest. Major trade shows have massive followings and attendance. Each attendee of a trade show is a potential lead waiting to be captured.
  • Target Audiences Result In Direct Sales Opportunities: Most conventions and trade shows have a specific market or niche they focus on. By exhibiting at popular trade shows within your industry, the odds are very high that you’ll have exposure to an audience that is likely to have an interest in your product or services and are ready to buy.
  • Are Cost-Effective Networking and Advertising: Designing a trade show booth, renting space on the trade show floor, traveling to the show and from the show, paying for lodging and meals can seem like a steep price tag for a single marketing event. If you’ve done the pre-show marketing work leading up to the show, the potential that a trade show offers your business can far exceed the investment. With proper research and planning, trade shows are one of the most cost-effective sources of leads and sales possible.
  • Level The Marketing Field: From locally owned small businesses to multinational corporations, everyone has access to the same attendees at a trade show. It’s almost as simple as paying for your exhibit location space, designing your trade show display booth, promoting your business leading up to the tradeshow and interacting with the audience during the show. Even a relatively unknown business can generate large numbers of sales and leads through trade shows. Certainly this is possible via other marketing channels, but few are as easy to execute as trade shows can be.

There are obviously occasions when trade shows haven’t been as successful as I would have hoped, however, in my opinion, if you secure one account that is big enough to have covered your costs for the show then it will have all been worth it. Also it is key to remember to follow up with all of the contacts that you met at the show, and don’t leave it too long, you don’t want them forgetting about you.

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