Trade shows can propel your business to the next level by exposing your brand, company, service or product to the masses. Trade shows are an excellent way to get the most of your marketing dollars and can be exceptionally beneficial to your business.
The History of Trade Shows
Trade shows have been around for centuries, and although they have evolved over time, the general purpose remains the same: gather like-minded people in a space and let them network and learn about the business at hand.
From the bazaars of 3000 BC when travelers to a village were encouraged to buy local goods to the massive CES trade shows of today attracting over 100,000 visitors, trade shows are exciting, fascinating, and beneficial to those participating in them. Last year the estimated global trade show revenue reached over $21 billion, in 2023 that final revenue number is expected to grow by 21%--trade show generated revenue is something to pay attention to!
Trade shows are an investment worth making. They provide innumerable benefits to a business, but there are three benefits that should be considered first when contemplating participating in a trade show.
Three Benefits of Trade Shows for Your Business
#1 Awareness
The number one benefit of participating in a trade show is increasing the awareness of your business or brand. No other marketing channel is going to provide you with the perfect target audience. Trade shows allow you to showcase what your business does best by presenting it to an audience that can’t wait to learn more about it.
No matter what size trade show you are presenting in, the visitors there are interested specifically in your industry. They want to know about your brand, they are eager to learn what you have to offer, and they are ready to purchase. In order to remain memorable amongst your competitors, it’s important to think about a few things.
Here are some tips to ensure your business is unforgettable:
- Create interesting and eye-catching graphics that engage your audience. Make sure your logo, marketing materials, and booth have a cohesive look.
- Design a way for prospective customers to easily find you online. Including social media information is an effective way to achieve sales after the trade show is over.
- Be deliberate in where you choose to put your booth at the trade show. Setting up next to a popular company in your industry is smart because the flow of visitors will be steady, and being in the vicinity of a well-known business gives the impression that you’re a leader too!
#2 Knowledge
No matter how many trade shows you’ve been to, there is always something you can learn about your industry or your competition at every show. Walk around the show and observe what your competition is doing to attract customers, or where there may be a gap in the market. Keep notes of what you see so your observations can be put to work once the show is over.
Many trade shows offer educational sessions about the latest trends and developments that are taking place in your industry–take part in these! Keeping up to date with the new technologies and news in your industry will help your business stay competitive.
Ways to gain the most knowledge you can at a trade show:
- Talk to the industry leaders and ask them a lot of questions about how they became a leader.
- Study the booths that seem to have the most traffic and see what they are doing differently from booths that don’t have as much traffic.
- Be open to attending at least one educational event for presenters. Although it takes extra time, the information could be helpful to your business.
#3 Connection
Face-to-face conversations with business competitors as well as prospective customers or clients is a huge advantage when it comes to trade shows. Networking with like-minded individuals may uncover possible joint ventures between your business and another. Also, being able to personally communicate with customers builds trust in your brand increasing the possibility of a return on your investment.
It’s important to put your best foot forward in conversations with both industry competitors and possible customers. You are a physical representation of your brand, and you want to leave the best possible impression with those you talk to. Consider these points to ensure you are remembered favorably:
- Make sure your booth and your personal presentation are clean, tidy, and fresh. First impressions matter!
- Be approachable and confident. Smile, and know what you’re talking about without sounding like you’re reading a manual.
- Ask questions. Knowing what a prospective customer is looking for, or inquiring how a competitor is approaching a challenge in the industry can provide precious insight.
Ready for a Trade Show?
Trade shows undoubtedly provide many benefits to a business. Knowing how to get the most out of a trade show appearance can be a learning process. Fortunately, there are companies, like Earnest Images, that can do all the heavy lifting for you.
From developing a concept for your business’s trade show appearance to completing the final design, to setting up, taking down, and storing your display materials–we cover it all. Let us help you get the most out of your trade show appearance.
Want to learn more about how trade shows can benefit your business? Reach out to Earnest Images today!
