You may be wondering whether attending an industry trade show is worth the effort. Here is a balanced look at the arguments in favour of – and against – trade shows
Why you should exhibit at Trade Shows
“Exhibiting” means that you have a booth there.
- You can acquire new customers.
- You can meet and take care of your existing customers.
- You can make people aware of your company.
- It’s good for brand awareness.
- It’s the place to be to present your new products and services.
- It’s good for your company’s image.
- You can prepare contracts – visitors are often in a buying mood.
- Trade shows are a good first step into a new market (e.g., Germany).
- You can find new cooperation partners (therefore, also don’t skip the aftershow parties and other networking events!).
- Trade shows are a great place to do market research and casually talk to your competitors.
Why you should visit Trade Shows
“Visit” means going on your own or with colleagues (but not having a booth).
- Trade fairs are a great place to look for innovations and trends.
- At trade shows you can procure lots of relevant information (also look out for free of charge trade journals and live presentations).
- You can talk to likeminded people and exchange information and experiences with your peers.
- Trade shows are a great place for accidentally bumping into ex-colleagues, former employers, existing clients, and – even better – potential business partners or career opportunities.
- Trade shows are a great place to screen or observe the market – where else can you just walk to your competitor and ask stuff?
- Trade fairs are a great place to prepare yourself, so you can buy after the show.
- If you anyway intend to buy, maybe you even get a discount when ordering during the fair.
Downsides for Exhibitors and Visitors
- Your feet might hurt a bit after the show.
- You might feel quite overwhelmed with all the impressions and information gathered.
- You might end up attending the wrong fair (in the sense: there might be much better events for you than, e.g., Hannover Messe).
- Hotel rooms are usually expensive when a major fair is going on.
- People tend to eat lots of unhealthy stuff and maybe drink more alcohol than usual.
- If visiting for the first time, you might carry far too many paper brochures and catalogues or needless give-aways.
- If you are exhibiting for the very first time, chances are you have underestimated the importance of active visitor marketing.
My Conclusion?
What are you waiting for? Trade shows are worth it, if you do it right. Go there, and if you need any support, please let me know.
Considering Your Next Step?
If you are considering attending a trade show in Germany for the first time, you may also find this article useful: German Trade Fairs: Five Questions Newcomers Typically Ask.
And if you would like a second opinion on whether a particular trade show makes sense for you, feel free to get in touch. My work focuses on German market research, business development, and practical support around trade shows.