Understanding Why Your Company Should Be Attending Trade Shows
About 13,000 tradeshows are held every year in the United States. Although the COVID-19 pandemic significantly affected the trade show industry, shows are starting to make a comeback as pandemic restrictions are eased.
As a small business owner, you’ve certainly attended a number of trade shows. But has your business ever been a participant in a trade show?
Many small businesses shy away from taking part in these shows because of the associated costs. Yet, attending trade shows comes will several big benefits.
Read on to learn how your business is missing out.
One-on-One Interaction with Your Target Consumers
The physical interaction of consumers with brands is vital. Your customers need to know the faces behind your company and have a tangible feel of your brand.
But, in a world that’s rapidly accelerating toward ecommerce, physical interactions between consumers and brands are becoming next to impossible.
Trade shows change this. They offer a platform for consumers to meet with the people behind their favorite brands. Through these interactions, consumers can learn more about your company, workers, and products.
The key to making the most of this benefit is to ensure you’re participating in trade shows that are industry-specific. Such shows attract audiences that your business is likely targeting.
Gain New Customers
A good number of trade show attendants show up just for curiosity or tag along with friends. In the process, they get to discover new products and businesses that they might be interested in.
With a proper brand awareness strategy, attracting new audiences shouldn’t be difficult. And with a good lead conversion strategy, turning them into customers is easy!
Insider tip: After a trade show, always take time to assess your performance (ask these debriefing questions) and use the results to do better at future shows.
Business Networking Opportunity
The benefits of business networking are well-documented: connecting with other industry experts and sharing knowledge, raising your profile as an authority in the industry, and accessing new opportunities just to mention a few.
There are many ways and places to network. Trade shows are one of those. In fact, trade shows offer unique advantages over online networking because you get to physically interact and connect.
Insider tip: Don’t forget to have some business cards on you when attending trade shows. You’ll thank us later!
Gather Competitor Intelligence
Nothing brings business competitors together like trade shows.
While you may not be seeing eye to eye with some of your competitors, you still need them. Learning about their products and processes can help you find ways to make yours better. At trade shows, you have the opportunity to scrutinize your competitor’s products up-close and even ask questions.
Your Company Should Be Attending Trade Shows
Attending trade shows might be a tedious and costly activity, but it’s worth it. They’re an opportunity to meet and interact with some of your current customers, attract new ones, network with other business leaders, and learn about your competitors.
Stay tuned to our blog for more small business advice.
