Whether your company is new to the game or has been around for a while, there’s a good chance you’ve considered exhibiting at a trade show. But if you haven’t - no worries! We’re here to break down the long-term value that trade shows can bring to your business.

Based on our 20+ years of experience, the benefits a company can glean from exhibiting is truly endless. Here are our top five reasons your company should start:

1. Expand Your Customer Base and Get Leads

Oftentimes, trade shows attract thousands of people. More importantly, each of these people are attending the trade show largely due to an interest in your company’s respective industry.

As such, a trade show is great opportunity for your company to acquire new customers and generate new leads. You can also invite existing and prospect clients to your exhibit booth and provide them with exclusive discounts or promotions. By doing so, you deepen the conversation with your prospects as well as your existing client base.

2. Showcase Your Newest Products or Services

Trade shows are a great way to learn about the latest industry products, services, trends, and technologies, as well as showcase your own. Since exhibit booths can be custom-made, nearly anything you can imagine can be designed specifically to aid your product or service demos.

Furthermore, trade show attendees are given the chance to get some face-to-face interaction with representatives from your company that they otherwise wouldn’t get in your standard sales process. This allows you to build rapport with your customers by allowing them to see your branding and company culture firsthand.

3. Research Your Industry and Competition

Trade shows give you valuable insight on your company’s industry, competitors, and possible collaborators. Learning about the most popular product or service offerings can help you tailor your own products and services to better meet the needs of your target market.

But not all your fellow exhibitors will be a direct competitor. These shows are a great venue for networking as well. Interacting with other participating vendors and retailers allow you to learn and share new ideas and possibly even start a new business relationship.

4. Participate in Events, Educational Seminars, and Surveys

Every big trade show is accompanied by networking events, educational seminars, and customer surveys. These provide further opportunities to learn about new ideas and trends, a place to network with other companies, and finding out what customers are looking for.

Best of all? They’re usually free! Whether you’re an exhibitor or a visitor, you should make it a point to attend at least a few events and seminars.

5. Increase Brand Awareness

Because trade shows attract so many visitors, they can provide your company with a solid means of increasing brand awareness. Aside from physical attendees, trade shows are usually covered by various news outlets and industry reporters that want to stay up-to-date on the latest and greatest products and services.

Even if you’re a relatively small company, you have the opportunity to make a big splash at a trade show with your product or service offerings. There’s usually no shortage of people looking for an original story to cover. Participating in live TV interviews or news coverage can give you a lot of exposure and save you thousands of dollars in advertising in the process.

Additionally, your company’s exhibit at a trade show is essentially a giant interactive ad that people experience firsthand. Creating your exhibit as an immersive experience allows potential customers to connect with the product or service you’re offering in an experiential way. When done correctly, it allows you to project a distinct and powerful image, and leaves a lasting and memorable impression on your target consumer.

While trade shows may seem daunting to the first-timer, they can truly provide your company with the opportunity to grow in ways traditional marketing efforts cannot.

Thinking of exhibiting at your first trade show? Leave a comment below with any questions or feel free to contact us directly! We’re always happy to help!