There are over 2,500 trade shows held annually in the United States relating to a wide variety of industries. Trade shows are also popular all over the world. There are many benefits to exhibiting at a trade show which is why they continue to be popular even in our technology driven world. One major benefit is one-on-one marketing; there is something powerful and effective about looking a person in the eye and shaking their hand. If you are looking to build trust, build supplier or partner relationships, build brand or product awareness, there is no substitute for one-on-one marketing and no easier way to meet a lot of people than a trade show.
For some companies, the main benefit to exhibiting at a trade show is direct sales. A specialized industry event appeals to a targeted audience. Attendees are there because they are interested in the specific products displayed; if they were not interested, they would not be there. Trade shows enable exhibitors to put their products in front of many potential buyers at the show venue. Since multiple buyers and potential buyers gather in a single place, cost per sale is lower than approaching buyers in other formats.
For other companies, the main benefit of participating in a trade show is brand awareness. Trade shows offer a great platform for new companies to establish themselves in an industry, or for older established companies to introduce new goods or services to the market. Older established companies often use trade shows to promote brand loyalty via technology displays, hospitality and networking events. Being involved in a trade show type exhibition can provide exhibitors with opportunities to branch out to business-to-business trading. It is also a great way to create a customer database from the visitors to the company display booth.
For some, exhibiting at trade shows is a way to save time. In a global marketplace finding or keeping in touch with suppliers can be a big job. Industry related trade shows attract multiple suppliers. Meeting face-to-face with current suppliers and/or identifying new suppliers can be a big benefit for trade show attendees and exhibitors.
Some companies attend trade shows to gather information or to keep up with new trends and competitors. Visiting the booths of competitors and examining their latest products is an extremely effective way to learn what is going on and to design strategies to keep up with competitors. In addition, many trade shows feature conferences and industry leader speakers often share information that is not available anywhere else.
The benefits for exhibitors are many and vary from show to show and industry by industry. But the continued popularity of trade shows provides testament to their effectiveness. If you attend any trade show regularly, you will notice that often the same exhibitors are there year after year. Clearly, they are there because exhibiting is beneficial to their company. You will also notice new exhibitors at each event, an indicator that within a modern marketplace, trade shows are recognized as effective business tools. It is interesting to note that attendance at trade shows has continued to increase even in this digital era.