Exhibiting at a trade show takes time, effort, and money, but there’s a reason why brands do it: it offers a wide range of benefits that you can’t get anywhere else.
Trade shows are especially important for small- and medium-sized businesses since they offer an easy — or perhaps the easiest — way to compete with much larger operations. The customers who may initially be drawn to the industry’s big names will also see your business, too.
You’ll need to do a little bit of research to find the trade show that’s most relevant for your business, but unless you’re an extremely niche business, you’ll probably have a host of options at your disposal. From there, it’ll be about getting organised, coming up with a list of objectives, and getting out there.
Still not convinced about the merits of exhibiting at a trade show? We’ve put together a list of compelling reasons why all businesses should make it one of their goals for 2025.
You’ll Build Interest In Your Brand
Want to build brand awareness? There’s arguably no better method than exhibiting at a trade show. While there are other methods that’ll allow you to reach more people, there aren’t too many that we can think of that’ll allow you to reach more people who have an interest in your products/service. Random people don’t go to trade shows — the ones who are there will be interested in your industry. If you’re looking to get your name in front of people who are most likely to become customers, then begin planning your trade show participation. Even if they become customers there and then, the fact that they’ll know about your brand means that they may in the future.
They Provide Information On Competitors
Businesses don’t have too many opportunities to see what their competitors are up to in a direct way. Normally, the only thing you can do is browse their website. Attending a trade show allows you to get a much better feel for what rival businesses are up to, allowing you to see how you compare.
Remember that you’re not just there to see how your rivals are doing. They’ll also be looking at what you’re all about, too. As such, it’s important to make a positive impression. You want them — and potential customers — to see that you’re the real deal. You can ensure that passersby are interested in your stand by having an attractive, eye-catching display that includes a quality roller banner, plenty of enthusiasm, and a clear purpose. Do that, and your competitors will be forced to pay attention.
You’ll Meet Present (And Potential) Customers
In this digital age, it’s not every day that you get to come face-to-face with your customers. In fact, if you’re a service provider, then it’s possible that you’re virtually never in front of the people who use your business. Exhibiting at a trade show allows you to interact directly with existing customers. Have a new product or service that you’re about to launch? Then your trade show will be a fantastic way to get your customers onboard at the earliest opportunity.
And of course, you’re not just there to dazzle your existing customers. Your potential customers will also be there in droves. Put together a great exhibition stand, and you might just find that you snag yourself many new customers.
Build Your Authority
Looking to make a name for yourself in your industry? Then exhibiting at a trade show is a great way to do it. It provides an opportunity to announce yourself to an industry, letting the world know that you’ve arrived on the scene.
Established businesses can also use trade shows as a way to cement their authority and expertise. If you’ve already got a stellar reputation in your industry, then a trade show can help to reaffirm that position.
You’ll See Where the Industry is Going
You can’t completely predict the future, but you can get a sense of where things are going. Trade shows offer extensive insights into the trends that might shape the future. This can be highly beneficial to businesses, especially small businesses that may not have the resources to conduct extensive future-based research. They can effectively piggyback on the research that other businesses have done. If you see that a slightly larger business is investing in one particular thing, then you’ll know that it’s something that your business may need to pay attention to, too.
You Can Get Feedback
Getting feedback from your customers is a tried and tested, effective way to get a better understanding of your products/services. When you exhibit at a trade show, you’ll be able to see what your customers think about what you have to offer. This is especially useful if you’re launching a new product or service. If they seem genuinely impressed, then you’ll know that you’re onto a winner. If their response is a little more muted, then you’ll know that it’s perhaps necessary to go back to the drawing board.
You don’t necessarily need to blow your customers away, though. So long as they tell you that what you’re offering is valuable and useful, then that should be enough.
It Can Galvanize a Team
Looking to put a little bit of life into your team? Then exhibiting at a trade show is a fantastic way to do it. Employees usually love the opportunity to break from the routine and take a little road trip. Plus, it allows them to get their creative caps on. It’s best to include your employees in the organising process since ultimately they’ll be the ones who interact with your customers at the stand. Exhibiting at a trade show can also be a great team-building activity, which can have a lasting positive impact on your business.
If possible, try to build some fun activities around the trade show day. It’ll be a long, hard day of work, so a nice meal or doing a fun activity will be nice for your employees.
They Can Be a Content Goldmine
Running out of ideas for what content you can post on your social media accounts? Exhibiting at a trade show can be a valuable source of content for businesses. You can post photos and videos not just of your stand and your employees, but also of some of the cool things you see at the trade show, as well as your preparation. This will be the case regardless of where the event takes place, but it’ll be especially useful if the event takes place in an exotic destination.
It’s an Opportunity to Learn
You’ll primarily be focused on your business’s presence at the trade show and how it can help get you in front of potential customers. But trade shows also offer a great way to learn, too. Some of your industry’s biggest names will be hosting workshops and talks, which can help to give you and your employees extra insights that you otherwise wouldn’t possess.
Bottom Line: They’re Essential
Ultimately, businesses that don’t have a presence at trade shows are putting themselves at a disadvantage. And the best way to illustrate that is to think: imagine if you weren’t there. Your competitors and many of your potential customers are all in a single space. In that context, it’s only a brave company that would voluntarily choose not to be there.
By making exhibiting at a trade show a priority, you can look forward to all of the benefits that we’ve outlined above. You never know what a successful trade show might lead to!
