5 Great Reasons to Exhibit at Trade Shows


You can probably come up with a hundred different reasons to exhibit at trade shows. Anywhere from generating quality leads, introducing a new product, to even keeping tabs on your competition. Whatever those reasons are, you need to ensure that they encompass the strategies that you have put forth for your business model and marketing campaigns. Here are 5 top reasons why trade show exhibiting can be an essential part of any organizations overall business development strategy.

1. Lead Generation – The process by which you identify and cultivate potential customers for your businesses products and or services.

  • If you have ever been involved in a trade show as an attendee walking the show floor, you can certainly identify the potential of generating leads.
  • The leads generated at trade shows have the potential of being high quality as they are a great avenue to meet prospective customers who may have a vested interest in what you have to offer.
  • Trade shows ease the challenges associated with a long sales cycle by bringing prospects together with sellers.

2. Reach New Markets – Reaching new markets is essential to continued growth. How do you attract new customers? Where can you uncover new markets?

  • Trade shows bring together many industry leaders. This offers exhibitors the potential to expand into new markets by showcasing their products and services to these leaders.
  • Trade shows make it convenient to transact with potential new clients. An opportunity to expand both regionally and globally.

3. Sales – Nothing can really compete with face-to-face interaction when it comes to influencing a decision.

  • On the trade show floor, you have a great opportunity to engage with influential attendees who have buying power.
  • The potential of meeting face-to-face with those who can make final decisions can help you close the deal quickly. (Remember the acronym “A.B.C.”, Always Be Closing).
  • A well-trained booth staff and pre-show planning are the keys to selling on the trade show floor.

4. Branding – Your brand consists of more than just the products and services you offer. It’s your identity, the image that you wish to portray to the world.

  • The trade show environment is a great opportunity to differentiate yourself from your competitors.
  • Through branding, you can communicate your message to attendees. First impressions are important, so make sure that your message is clear, concise, and targets your audience.
  • Through your branding strategy, you want to showcase the quality of your product/service, your trustworthiness, your reliability, and your loyalty.

5. Building Relationships – Building and maintaining relationships is vital to the success of any business.

  • Trade shows allow you to connect with your audience and strengthen your relationship with customers.
  • Attendees are customers or potential customers that are familiar with your product or service. Many are interested in deepening the relationship by learning more about your company.
  • Hosting meetings, performing demonstrations, and educating attendees are all opportunities to strengthen the relationship with your audience.