Think trade shows are passé? 7 reasons why you’re wrong

We’ve all done it. Gone to an exhibition full of anticipation and excitement about seeing some amazing products, connecting with some equally amazing people and coming back laden down with bags and bags of goodies, only to end up feeling it was all a bit of a waste of time.

And that’s as a visitor! Now imagine how an exhibitor must feel. What with the expense of a stand, the drain on resources (before, during and after), not knowing how many people will turn up, whether they will be serious visitors or just after the goodies (as if!) and the fact you are in effect surrounding yourself with your competitors, surely, it’s just pure folly? And in reality, you can find out everything you need to know without leaving the office, so what’s the point?

But – and this is a big but – exhibitions still have an incredibly important role to play in the marketing mix. Why? Because they allow you to connect with your audience in a way no email, ad campaign or social media post can do. Ultimately, people buy from people, and especially in the B2B world, where loyalty is driven more by trust and long-term relationships than marketing, being able to meet people face-to-face and have a real conversation is invaluable.

So, whether you are exhibiting or just visiting for the day on your company’s behalf, trade shows are not to be sniffed at.

Let’s take a closer look at 7 reasons why trade show attendance should be part of your marketing strategy.

1. Direct access to your key target audiences

One of the key tenets of good marketing is targeting the right audience, which makes trade shows an absolute goldmine of valuable connections. From customers to buyers, partners to distributors, every single person who turns up has an interest in that particular industry, which means, at the very least, they will be happy to have a conversation.And irrespective of whether you are an attendee or exhibitor, it’s a great way of engaging with decision-makers face-to-face and, with proper follow-up, turning those connections into long-term business opportunities.

2. Increasing brand visibility and awareness

Attending a trade show is an effective way of increasing brand exposure, as even if attendees don’t buy immediately, seeing and interacting with a brand in person helps strengthen recall and credibility, especially in a competitive marketplace.

And, of course, it also allows you to strengthen your bond with existing customers, something which applies even if you aren’t exhibiting. The last thing you want is for your competitor to take advantage of your absence to wine and dine your clients!

3. Networking and building those all-important connections
   

   It’s not often people from one industry are all in the same place at the same time, which is one of the main reasons we attend exhibitions. They offer a great opportunity to meet key decision-makers, nurture relationships with existing clients, and of course, start building those all-important connections with potential clients of the future.

And to put that into context, research shows 71% of SMEs have generated new business through face-to-face networking at trade shows. If that isn’t reason to go along, we don’t know what is!

4. Genning up on the competition

There is only so much you can learn online, so exhibitions are a fabulous opportunity for seeing firsthand what your competitors are up to.  Are they launching an innovative new product you knew nothing about? What sales strategy are they adopting? How are they positioning their offering?

Understanding what your competitors are doing doesn’t just allow you to keep up to speed with what’s happening in your industry, it can also give you some valuable insight into where you could or even should take your business next.

5. Generating leads and sales

Given trade shows are the second most effective marketing tactic after company websites for generating leads, it’s not surprising lead generation is one of the key reasons companies choose to exhibit.

Attendees are often decision-makers or influencers within their organisations and, crucially, are actively interested in your industry and products. Just make sure you have follow-up strategies in place to help convert them into long-term clients.

6. Launching a new product or service
   

   Exhibitions are an ideal place to launch new products and services. Not only do you have a captive audience of people who will be interested in what you are offering, but it gives them the chance to see, touch and experience the products firsthand. This means it’s a valuable way of gleaning feedback, finding out if your product resonates with your audience and seeing whether your messaging is really on point.

And if you’re not exhibiting, you can still use the opportunity to talk about any new services or products. Just make sure you come fully armed with all the right information so you can answer any searching questions.

7. Reinforcing industry credibility

You might not be exhibiting, but simply being present sends a clear signal you are a serious contender.

It reminds people who you are, what you do and why you are relevant. Remember, even if you think a trade show will be so busy nobody will miss you, it’s still very much a case of out of sight out of mind, so try and show your face even if it’s only for part of the event.

While exhibitions might seem a bit old hat, and an unnecessary waste of time and money, they still have a powerful role to play in any marketing strategy. Obviously, they need to be an integrated part of that strategy (something we can help with) and not a badly planned add-on. But done right, they are a valuable platform for enhancing brand visibility, lead generation and direct customer engagement.  And at the very least, you should make the most of the Happy Hour!

If you’d like to know more about how we can help ensure exhibitions are an  integrated part of your marketing strategy, get in touch.