The Value of Participating in Trade Shows for a Local Enterprise

Value of Participating in Trade Shows for a Local Enterprise

What are some ways that you may advertise your small business to hundreds of people who might become new customers?

Where can you make new connections with other people and find new service suppliers for your growing business?

Exhibiting at a trade show is one of the most effective marketing tactics for a developing company to use in order to advertise its products and services to a broad and specific set of potential clients.

There are thousands of trade exhibitions held all throughout the United States every year, and these shows provide an opportunity for buyers and sellers to interact face-to-face.

The benefit of attending a trade show is that it enables you to showcase your product or service to an audience that has been specifically chosen, all while gathering intelligence about your competitors and forming connections with potential new clients.

The Cost of Exhibiting at a Trade Show Can Be Considerable

A significant number of proprietors of small businesses have discovered that attending trade exhibitions may be a costly form of promotion.

An estimate of the cost of the trade show should be determined before making this investment.

The following 5 actions might be helpful in ensuring that your participation in a trade show is fruitful, provided that the costs involved are within the limits of the marketing budget you have set for yourself:

1. You should first settle on some objectives

To what end are you attending this trade show? Is it to make connections, make sales, or build a mailing list of addresses and email addresses?

Which service or good do you intend to market? When deciding which trade fair to attend, it is important to first establish your objectives.

  • Is the trade show suitable for your needs?

Find out if the trade fair is frequented by people in your target demographic. Find out from the event organizers whether or not the trade show will help you achieve your objectives.

If so, how many trade exhibitions have they participated in, and how successful were they? Try to get in touch with former attendees of the trade show to get their take on the event’s success (or lack thereof).

2. Tell your clientele about the event

Even if you plan on heavily advertising the trade show, the event will be more successful if you personally invite your most valuable clients and prospects.

Sending out a postcard or flyer to your clientele is a low-key yet effective approach to drum up business.

Postcards and mailers are often provided free of charge by the trade fair, which can significantly reduce marketing costs.

To entice clients to visit your booth, you may host a demo or host a special event, or you could offer them a free present.

3. Try to get some coverage in the press

Quite a few news organizations will often be present during a trade event.

Planning ahead and arranging interviews with influential editors in your field will help you get your name out there and build lasting relationships with influential media members.

Reporters will appreciate it if you provide them with your story and any supporting materials such as press releases, media kits, client testimonials, etc. in advance.

Prepare a member of your staff for interviews and have all relevant documentation ready on the day of the event.

4. Get your booth set up and ready to go with all the necessary materials

The professionalism and quality of your goods and services should be reflected in your booth or display table.

Compare prices from a few different trade show booth development firms before settling on one. The booth needs to be noticeable from at least 15 to 20 feet away.

Your booth’s credibility can be boosted by displaying samples of your work, photographs, letters of recommendation, press clippings, etc.

While the cost of the booth will likely be the highest of any component, it will also be one of the most crucial.

Don’t forget to stock up on promotional materials to hand out to potential buyers.

Since many people at a trade show will take anything from whatever booth they visit, even if they aren’t interested, it’s a good idea to have a low-priced item out for everyone who wants it, and a higher-priced brochure hidden behind the counter for serious customers.

5. Get your team ready

Plan out in advance what your personnel will say to passers-by at the booth.

Employees should be able to quickly and confidently explain the company’s mission, the services it provides, and the benefits of the promoted product or service.

Start with a single, well-thought-out qualifying question that your team may use to determine whether or not the person they are interacting with is a potential customer.

The next step is to draft a script that will serve as a guide for staff members as they field customer inquiries.


Exhibiting at a trade show can be a great way to market your products and services to a wide variety of potential clients.

By doing your research, setting clear objectives, and preparing your booth ahead of time, you can increase the chances of success for your trade show venture.

With the right strategies and tactics, you can maximize your trade show experience and leave with a wealth of new customers and business contacts.


Recommended Articles