Trade shows in general and the manufacturing industry specifically has been hit hard in the past few years. Are they still worth attending? Here’s what we know:

  • 81% of trade show attendees have buying authority. Which means 4 out of 5  people walking the aisles are potential customers for exhibitors.
  • 83% of exhibitors agreed that “Building, expanding brand awareness” is a high-priority marketing-related objective for trade shows.
  • The top 3 sales-related objectives at trade shows are related to relationship management and engagement.  Above all else,  exhibitors want to meet with existing customers, key customers, & prospective customers.
  • 67% of all attendees represent a new prospect and potential customer for exhibiting companies.  This means trade shows are always rich in new business targets for you.
  • 45% of attendees visit only one exhibition per year.  So when you exhibit at a show you will find unique prospects there you can’t reach at other trade shows.
  • The #1 reason for attending trade shows is to see new products. 92% of trade shows attendees say they are looking for new products. So trade shows are a great place to introduce or feature your newest products.  (Mike Thimmesch,Trade Show News Network)

How can you make sure that attending and/or exhibiting pays off for you?  Here’s a few tips from the pros:

 Do…

1. Work on the details of your presence in the show months before you will actually attend.  Identify potential customers and reach out to let them know you’ll be there.

2. Put some planning into your booth giveaway beyond setting out a bowl of candy. Brand things that people will actually use – load a flash drive with information about your company and
services or put your logo on some headphones.

3. Post on social media well before and during the show.  Use both the show’s hashtag and one specific to you.

4. Keep track of the key questions people are asking and address them in follow up emails/calls.

5. Take really good notes. You may think you’ll be able to remember the face and name but will they? If you’ve got some specifics about what you talked about, it can jar their memory too.

6. Follow upon new leads right away. (Ken Krogue, Forbes.com)

Don’t…

1. Don’t be careless about the details of the show. Fill out all the forms and don’t miss out on some of the additional features you could have access to just because you missed a deadline.

2. Don’t forget to research your target market and contact them before the show. If you don’t tell anyone that you’ll be there, how can you expect to have a lot of traffic at your booth?

3. Don’t skip out on working with a professional for your display, graphics, brochures – everything in your booth!

4. Don’t assume the only leads are attendees. Think about other sponsors, exhibitors, speakers, and even the show vendors.

5. Don’t neglect to do your homework. Most attendees have done research online before the show and they know who they want to see. Find out what the other vendors are highlighting so you can point out what makes you unique.

6. Don’t be overly aggressive. You reached out beforehand and did your homework as far as what you want to say to the people you meet there. So don’t go into the aisle and attack just for the sake of traffic. How qualified could that contact be? (Michael Flavin, skyline.com)

So, are trade shows still viable for your company?

Though overall trade show attendance had slipped since its peak in 2008, there has been a steady increase since 2013. 24% of exhibitors said they expected to add more shows. “There is and always will be a need for people to connect, engage and learn from one another,” says John Graham, president and CEO of ASAE, which offers three major trade expositions each year. “All the technology innovations and engagement models for meetings and trade shows are now additional tools to help ensure attendee and exhibitor ROI,” says Graham. “As long as organizations listen to their attendees and exhibitors, respond to their requests and incorporate new methods to keep participants engaged, meetings and trade shows will be around well into the future.” (smartmeetings.com)