Exhibiting your small business at an industry trade show is a great way to introduce yourself to peers, competitors, and potential customers. With the business-to-business (B2B) trade show market rebounding from pre-pandemic revenue levels— which is estimated to reach $15.78 billion at the end of 2024 — now is the perfect time to get started.
Below are some good reasons to consider being a trade show exhibitor and best practices to follow before, during, and after the event to help you make the most of the opportunity.
Benefits of exhibiting at a trade show
From scoping out potential clients to amplifying your brand's message, showcasing your business at a trade show can offer many benefits for your small business, including the following:
- Face-to-face interactions with potential buyers: Renee Miller, Founder and CEO of The Miller Group, said trade shows give entrepreneurs a chance to connect with potential buyers they may not otherwise reach. "Exhibitors often have a chance to speak, write papers, sit on panels, generate press for their brand, and build rapport with attendees/buyers," Miller said.
- Better ability to compete with larger companies: Trade shows allow small businesses to compete against larger companies for engagement and market share regardless of booth size, according to Drew Deeter, Senior Account Executive at Comprise. "You're there to win, so you need to maximize the moment or risk being 'just another vendor' in a sea of sameness," Deeter said.
- Increased brand exposure: "The vast number of visitors and vendors encountered at trade shows make them a branding and networking jackpot," said Shelley Grieshop, Creative Writer and Marketing Strategist at Totally Promotional. She added that trade shows are typically affordable for small businesses, and vendors can reduce costs by reusing promotional materials like table covers, banners, and signage across events.
[Read more: 4 Smart Strategies That Are Driving Sales in a Slow-Growth Year]
Trade shows allow small businesses to compete against larger companies for engagement and market share regardless of booth size.
Drew Deeter, Senior Account Executive at Comprise
Tips for small business trade show exhibitors
Follow these steps to maximize your return on investment and potential business opportunities as a trade show exhibitor.
Before the trade show
Create a trade show strategy detailing how you'll showcase your business — including captivating visual assets for your booth — and how you'll communicate your attendance to your audience.
"Pay attention to the trade show organizers' communications and follow their instructions carefully — this will save you time and money," said Laura Thompson, Vice President of Trade Shows at The Association for Packaging and Processing Technologies.
Conduct pre-event research and schedule meetings with relevant media outlets and potential buyers. Prepare your attending staff, too, as they'll represent your company during the event.
"The people who will be manning your trade show booth should do a practice setup before going," Grieshop recommended. "Practice speaking to simulated visitors to ensure they have all the information they need to represent the company, its products, and services."
During the trade show
While at the trade show, walk around and get to know other attendees. Trade shows are as much about discovering new businesses as exhibiting your own.
"Hand out giveaways with your logo to everyone you meet, including other vendors," Grieshop advised.
While at your booth, don't passively wait for visitors to come to you, said Deeter.
"Engage with attendees, ask questions, and actively draw them into your booth," Deeter added. "Provide media representatives with all necessary information and materials promptly to facilitate their coverage."
Social media can also attract visitors — use it to promote your attendance at the event and create content. Once you've drawn interest, capture leads by using badge-scanning technology.
[Read more: Why You Should Connect With Other Small Businesses on Social]
After the trade show
Following the event, nurture new leads by reaching out to drive home your pitch. The sooner you connect, the more likely you are to stay fresh in their mind.
"Contact all leads generated during the show promptly to maintain interest and build relationships," Deeter said. "Express gratitude to media representatives for their coverage and provide any promised materials."
After you've followed up with new leads, take stock of how you feel coming out of the event.
"Evaluate your experience internally and note any takeaways for your next trade show," Thompson said. "Share your thoughts about your experience with the show organizer. Your feedback is valuable!"
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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