Five Reasons Trade Show Exhibits Are Popular

Five Reasons Trade Show Exhibits Are Popular

by Dick Wheeler

The number of trade shows, and people attending these types of shows, is on the rise. Why are more people exhibiting and flocking to these events? From better networking opportunities and expanding business opportunities, to learning the latest industry buzz, here are five reasons why exhibiting makes sense.

Why are companies joining the trade show bandwagon? Two of the major reasons for the continuing popularity of trade shows are the opportunities for personal contact and to observe innovations in business products and services. In an era of impersonal electronic communication, trade shows offer face-to-face meetings that are critical for companies to compete in an ever-changing marketplace.

The size of the trade show display industry is impressive and it is growing.

According to the Trade Show Exhibitors Association (TSEA), 51 million people attended trade shows last year in the United States. There were more than 13,000 trade shows in the nation, with 1.2 million companies exhibiting. This is a testimony to the tremendous value of networking and being able to touch and demonstrate new products. Trade shows connect buyer to seller and people to people in a way that virtual marketing can never achieve.

Here are five compelling reasons why trade show displays across the US are successful.

  1. Networking opportunities with the right people. You get to see and be seen. You get to meet your clients and prospective clients face-to-face and get instant feedback. This is certainly beneficial since there has been a dramatic business shift to online marketing, home offices, smaller field sales forces and the depersonalization of the sales function, and with e-commerce dominating the business process, there are fewer opportunities for face-to-face business development. The realization that relationships drive commerce has caused companies to view trade shows as key opportunities for personal encounters. Research shows that 2-3 days of dealing directly with decision makers in a trade show exhibit environment can cut the cost and time of closing deals by as much as 50%.
  2. A chance to showcase your company’s new products and innovations. Trade shows draw massive attention to new products. At the trade show, your booth staff can help educate attendees on your company’s array of products and services, and walk prospective clients through the decision-making process. People need to see and feel new products, as this helps build their business relationships.
  3. Expanding business by reaching the people who make purchasing decisions for their businesses. Trade shows attract decision-makers, influence purchasing decisions, provide a point of contact for new customers and make lasting impressions.
  4. Brand exposure and identity enhancement opportunities in a big trade show arena environment. Exhibitors think of trade show displays as the grand launch of their most valued new product or business service. Trade shows are excellent opportunities to give prospective customers your best, most memorable and consistent look to increase brand exposure.
  5. A chance to learn about the new trends in your industry. You can bet that you will learn what the buzz is in your own industry at a trade show, and see what attracts people’s interest.

The trade show exhibit industry continues to grow and the added value of this face-to-face prospecting environment suggests continued growth.

About the Author: Dick Wheeler is the president of Professional Exhibits & Graphics, headquartered in Sunnyvale, California. He has more than 20 years’ experience in sales and marketing and has won numerous awards. His firm is a full-service, premiere trade show exhibit, graphics and management services company.

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