Top 5 Reasons to Attend a Trade Show

We live and work in a digital age, and businesses everywhere are either embracing or trying to adapt to that fact. Yet, face-to-face communication remains indispensable. Last year saw a steady growth of national and international trade shows - in Germany alone, the 186 events hosted in 2016 covered over 7.5 million sq metres of functional space and received around 191,000 exhibitors and 10.5 million visitors. So far 2017 fulfills the optimistic expectations for further increase in these numbers. Participation in industry events such as exhibitions, congresses and fairs is more popular than ever as a way to bring corporate goals to fruition.

Haven’t been to an expo before? Or maybe your first attempt didn’t go exactly as planned and now you hesitate should you repeat? We give you our top 5 benefits of attending a trade show, in no particular order.

Meeting the right people

Most trade fairs are strictly B2B or the admission of public visitors is very limited. Regardless if you aim to raise awareness, reconnect with existing customers, find new ones or evaluate suppliers, you will communicate with industry professionals willing to do business. The newly established contacts often result in deals during and soon after the trade show. And even when this is not the case, the generated leads prove to be useful in the future.

It’s worth mentioning that some decision makers are not easy to reach – or to impress – by any other means. Meeting key players who can’t be approached otherwise is one of the most notable advantages of any trade platform. Interaction and networking are made easy via versatile supporting events. Make sure not to miss them - their positive, less formal atmosphere might give you a chance to interact with the industry leaders.

Grasping the innovation

Another major point of participating in a trade fair is experiencing the novelties in your sector. Every year, hundreds of thousands of international companies choose to launch their new products and services during a trade show. Introducing the latest innovations in front of a dedicated audience is obviously beneficial for the exhibiting company; it is also highly valued by all interested buyers. The variety of new products, creatively presented through live demonstrations, special shows and original displays inspires ideas and gives attendees an insight into the emerging trends.

Seeing the big picture

There is nothing like a trade fair to help you stay ahead of the curve in your sector. Firstly, there’s the presence of renowned experts, global leaders and policy makers in discussions regarding new regulations, processes, issues, developments and best practices that will shape the market of tomorrow. The information exchanged during such events can be of priceless value, especially if it contains market and trend predictions . With its extensive programme and especially Ambiente Academy, Ambiente in Frankfurt perfectly illustrates the above.

Secondly, there’s the possibility to take a good look at your competitors and partners. Observe them and learn from their preferences, accomplishments and - why not - mistakes. Taking all that into consideration would enable you to better assess your own strengths and areas of improvement.

Getting under the spotlight

Trade shows are usually well covered by the media - more precisely, by specialised magazines, channels, blogs. If you play your cards right, there’s always the possibility of your design, service, product or even brand personality itself capturing the attention of an influential journalist or blogger. From there, it could reach your target audience as well as potential business partners who missed the event or simply didn’t manage to make your acquaintance there.

Saving time and resources

Attending a well-chosen trade show is among the best marketing moves you can possibly make. With so much going on, a couple of days or a week spent there might have a greater impact than months of research, sourcing, advertising, direct sales, etc. Being quite aware that their success depends on exhibitors’ and visitors’ approval, event organisers stay focused on effectiveness and productivity. Improvements and new features are added constantly in these aspects so that participants can identify points of interest and pre-schedule meetings long before the assembling of the expo stands begins.

Each trade fair offers plenty of opportunities. It's up to you to decide which ones fit your purpose, and how to make the most of them. Maybe not all of the above mentioned reasons apply to you and your company. But they don't really have to - using even one to your advantage could be enough to bring you the outcomes you desire.

How can we help you?

Do you need an accomodation for your next trade fair travel? Get up to 30% discounted room rates when booked 6-7 months in advance.

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Fair Point GmbH has no legal or commercial connection with exhibition organisers. Fair Point is an independent travel management company. Fair Point does not operate on behalf of or with the endorsement of exhibition organisers. It is this status which enables Fair Point to contribute independently and objectively to the exhibition industry. The names and logos of the trade fairs and congresses mentioned may be registered trademarks to which Fair Point has no claims.