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What Is a Trade Show? The Complete Guide

Trade shows generate more than $13 billion each year for exhibiting companies. If you want a piece of that pie, you need to know what is a trade show.

In the US alone there are more than 13,000 trade shows each year. They’re a big deal for almost any business in almost every industry segment. 

To use trade shows to their full potential for your business, and to drive sales and brand recognition, your company needs the inside scoop. That’s why we’ve put together this guide to what to expect from trade shows and how to prepare for them and execute them when you’re there. Read on to learn the basics, what to expect, and how to do it right.

The Trade Show Basics

Trade shows are exhibitions typically based on one or more industries. Companies display their products and services in an exhibit hall. The idea is to draw crowds of consumers or customers so that they can see the newest product lines and services offered.

Trade shows are organized and held by the association for that industry. In general, trade shows are not open to the public. Invitees include representatives of companies in the industry, members of the media, and guest speakers and presenters.

Attendees choose to go to trade shows so that they can find out the latest thinking in the industry by listening to speakers. They also attend so that they can see what their competition is doing. Finally, they attend so that they can view what new products and services their suppliers might be offering.

Exhibitors choose to take space at the trade show in order to develop leads, increase their brand awareness, and engage in networking. One of the biggest reasons for companies to exhibit at a trade show is to develop their relationships with members of the media. They do this so that they can generate media attention.

The Trade Show Program

A trade show includes more than the exhibit. There is also a wide-ranging program of events that attracts the attendees

A typical trade show program offers a variety of the following things:

  • Breakout sessions based on one or more elements of the industry
  • Workshops designed to increase the knowledge of attendees
  • Speakers and presenters talking about the latest ideas and best practices
  • Gatherings of media insiders 
  • Networking opportunities that allow attendees to develop contacts within the industry
  • Formal dinners that often include presentation of awards for outstanding performers in the industry

Reasons to Attend or Exhibit at a Trade Show

To answer the crucial question of what is a trade show, it’s important to lay out the reasons for attending. 

First Impressions

Exhibitors gain an invaluable opportunity to showcase what they are doing to their industry colleagues and to their customers.

Attendees have the chance to see what’s new and to get insights into their potential new partners and vendors.

Efficiency

Because trade shows draw so many people, a company has potentially hundreds or thousands of sales leads in one place. This increases the efficiency of sales efforts. Rather than having to reach out individually to potential sales leads, they come to you, all in one place in a few days.

Reputation

Exhibiting at a trade show says a lot about a company. Having a presence at the major gathering of industry professionals demonstrates the seriousness and value of the exhibiting company. Not having a presence indicates that the company is not able to, or willing to, invest in its brand, reputation, and services.

Creating Your Trade Show Presence

Deciding to invest in exhibiting at a trade show requires planning, development, and investment. Taking space at a trade show is not a cheap, easy thing to do. But it’s worth it.

Make sure you know why you’re exhibiting or attending. Decide what you want to achieve by having that presence.

When you have the plan in place, you’ll need to work on your exhibit. Craft your booth so that it showcases your latest and best products or services to their maximum potential. Staff it with your strongest performers so that attendees see your best “face.”

Use bold and simple visuals that fit your brand. You want to catch people’s attention and draw them to your exhibit in a crowded and loud environment. 

Invest in swag that you can give away to attendees so that they take with them a reminder of your company. Have handouts that are simple and message-oriented.

There is often an official trade show publication. It’s worth investigating this ahead of time. You might want to take some space in that publication to advertise your presence at the show or to highlight an event at your booth or a new service.

Organizations such as Source Group publish daily magazines at some trade shows. They often include articles and interviews about companies and industry professionals. Getting your company or staff featured in such a piece is valuable to your brand and trade show presence.

Now You Know What Is a Trade Show

With this complete guide, you’ve got the answers to the question, what is a trade show. As you can see, these gatherings are often valuable to a company that is trying to showcase their brand and products or services. They are also valuable to staff and industry insiders who want to gain knowledge or develop their own platform.

Sales leads, deals, and brand development and awareness are all key factors in deciding to attend or exhibit at a trade show. Knowledge development and learning about best practices are reasons why companies send their top performers to trade shows.

Having a plan and executing it with a professional and effective booth is also important. Trade shows can be expensive so going to one without a clear idea of what you’re trying to achieve is a recipe for an expensive experience!

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