Why Showing Up at Trade Shows is a Good Idea for Your Company

By Herman Pool
In Marketing
August 3, 2012

Article By Vertical Axion

Less people show up at trade shows than they used to. There are a lot of reasons for this, from a depressed economy to other effective marketing techniques coming into play. Most, if not all, of the product information that is presented at a trade show is also presented online on your website or during a webinar. It makes sense that trade shows are less busy, however, that doesn’t mean you shouldn’t be making an appearance; what you get in return will be worth your time.

Good Old-Fashioned Information

Many trade shows these days have something called a “breakout session”. These sessions focus on a single product or service that one or two of the vendors are pushing. You can learn a lot from just watching how they try to sell their product that may be useful to you when it’s your turn to try and sell. The vendors also often bring along experts in their field who can be a wealth of knowledge for you.


It’s likely you’ll meet a large amount of people at trade shows that are interested in what your company does. Talk to these people, even if they won’t get you a sale today or tomorrow. Who knows what the future holds for them? Titles change, companies change, people change jobs. If you make a lasting impact or spur an idea of theirs on with what you can provide for them, you may have a client down the road.

Take a moment and talk to the other vendors as well. They are valuable resources for solutions or recommendations if you have a problem that you need to fix. Networking with them also can lead to business partnerships later on, meaning even more chances to make sales. Talk to every vendor you can and make business conversation about what they do and what you do, too.

Services for Your Business

Even though the almighty Internet holds the majority of information you need to improve your business, sometimes seeing something up close can change what you think of it. Trade shows are excellent opportunities to find that “new thing” that will change your business for the better. Sometimes you don’t even know you’re looking for it – maybe it’s a new design tool, technology, or website option that you believe will make your business ten times better than it is now.

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Author: Kat