For decades B2B trade shows and exhibitions have always been a great way of generating leads and raising awareness within a market. I remember when the Computers in Manufacturing show generated 45% of all of our customers each year.
This was when shows were used to find suppliers in the market and do early stage research as well as build relationships with those suppliers.
Over time, and as the internet developed, the role of exhibitions changed. Then with Covid many people thought that trade shows were finished for good. However, the good news for B2B marketers is that attendee numbers are up and decision makers are seeing exhibitions as a useful tool in supplier selection and relationship building.
Attending B2B exhibitions can offer numerous benefits to your company, providing opportunities that go beyond simple networking. Here are several key reasons why I think you should consider participating in trade shows and exhibitions:
- Lead Generation
Exhibitions are a prime opportunity to meet potential customers who are actively looking for new products and services. The concentrated environment allows for the generation of high-quality leads. Choosing the right show is key and it has to be very targeted to your ideal market.
- Brand Visibility and Awareness
Participating in trade shows enhances brand recognition and visibility. It allows a company to showcase its products, services, and innovations to a large, relevant audience, reinforcing brand presence in the industry. This brand visibility and awareness has such a positive impact on immediate sales and crucially your long term pipeline.
- Market Research
Something that many people don’t think of is exhibitions offer a unique chance to observe competitors, understand industry trends, and gather valuable market intelligence. This information can be crucial for strategic planning and staying competitive. There aren’t many situations where you get to talk to your competitors, even if they might be a little cagey😊
- Product Launches
Trade shows are an ideal platform to introduce new products or services. The immediate feedback from attendees can be invaluable for refining offerings and gauging market interest.
- Building Relationships
Face-to-face interactions are still the best way to build and strengthening relationships with customers, suppliers, and other industry stakeholders. Something that is harder to do online, via the telephone or by email. These interactions can lead to long-term business partnerships, prospects and customers.
- Networking Opportunities
Beyond potential customers, exhibitions provide opportunities to network with industry peers, influencers, and thought leaders. These connections can lead to collaborations, joint ventures, and other business opportunities.
- Demonstrating Expertise
Being seen as a thought leader or industry expert is massive for marketing and sales. Exhibitions allow companies to position themselves as industry leaders by participating in panel discussions, workshops, and speaking engagements. Demonstrating expertise builds credibility and trust with attendees.
- Customer Engagement
Engaging with existing customers in person helps in understanding their needs better and strengthening customer loyalty. It's an opportunity to receive direct feedback and address any concerns.
- Educational Opportunities
One of the big changes since Covid is that many trade shows often include seminars, workshops, and keynote speeches that provide insights into the latest industry trends, technologies, and best practices. Attending these sessions can help your team stay informed and innovative.
- Feedback Collection
Direct interactions with attendees provide an opportunity to collect real-time feedback on your products, services, and marketing messages. This feedback can be instrumental in making improvements and adjustments.
In conclusion B2B trade shows and exhibitions can be a great source of sales and leads as well as bringing all of the other benefits that have been highlighted above.
However if you get the wrong show, if it isn’t fully planned or correctly managed and if the show isn’t part of an integrated marketing and sales campaign you may find you don’t get the true benefits or any ROI.
If you are exhibiting at any shows good luck and if we can help you generate ROI through our services it would be great to chat.
