You are wondering whether it’s worth attending one of the upcoming industry events? Here are some good arguments against and in favour. Let’s start with why trade shows are worth it.
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.
What’s the Downside?
- 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.
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.
Some upcoming Trade Shows in Germany in 2023
LOPEC, embedded world, Hannover Messe, LogiMAT, Interpack, transport logistic, Control, PCIM, MedTec, air cargo, EM-Power Europe, automatica, The Battery Show, all about automation, Fakuma, Frankfurter Buchmesse, productronica, AGRITECHNICA, SPS – Smart Production Solutions, BrauBeviale…just to name a few (basically, just some of those noted down in my calendar).
With some of the shows, you can try to get a voucher for a free of charge ticket for the fair. Either the trade show organizer will offer a voucher code for free tickets (if you in return give them your contact details), or you can ask exhibitors if they provide you with a promo code for a free entry ticket.
More Insights for Newcomers
Check out some other resources on the what, why and how of attending trade fairs in Germany:
Some additional resources:
If you need help, you can always get in touch with me: hello[at]andra-ibf.com.
Check out my services Market Research (e.g., identifying potential buyers), Business Development (inviting prospects to meet you at a show) and Trade Show Support (e.g., “luring” by-passers into your booth and help you get the conversation started).