Are trade shows worth the investment?
We spent last week at various exhibitions – three, to be exact: Digital Construction Week, Digital Transformation Expo, and the Facilities Show. Trade show season is in full swing!
There’s still plenty of debate over the question, “Are trade shows worth it?” While they can be a significant investment—buying a stand, designing it, and sending staff for multiple days—there’s massive value to be gained if approached strategically. Our time at these events got us thinking about how businesses can truly make trade shows work for them.
It’s not just about the stand
If you’re going to invest thousands into an exhibition stand, it’s worth seeing what else you can include in the package. Ask organisers if they can offer a trade show speaker slot or panel opportunity. You might also be able to contribute a blog, soundbite, or company news to the event’s website and social media channels, which enhances your presence beyond the stand.
For businesses who find the cost of a stand prohibitive, many trade shows offer speaker-only slots. This can be a fantastic way to test the waters without a huge outlay. Some trade shows charge for speaker slots, while others offer them free if the topic provides value to attendees. Be sure to look for ‘calls for papers/speakers’—it can be competitive, but a well-timed topic may secure you a free slot.
Engage and educate through speaker slots – but don’t sell!
Speaking of trade show speakers, they’re often one of the biggest draws for attendees. An engaging seminar programme is crucial for a successful trade show. At some events, there’s standing room only for key sessions, so it’s important to craft a compelling talk title that grabs attention when attendees browse the agenda.
In competitive environments where multiple speakers present simultaneously, an eye-catching title can make all the difference. Consider using opinionated or thought-provoking titles. A standout example we saw at Digital Construction Week was the cheeky-sounding, “Is there really a business case for digital construction?” The topic ended with a clear message but first hooked attendees with its slightly controversial title.
Even if your brand isn’t a household name, you can still attract a crowd. Why not consider co-presenting with a client or partner that has more name recognition? Joint speaker slots not only help split costs but also expand your audience reach.
Case studies can also be effective for trade show talks. Share insights from real-world examples, and make sure your slides are image and stat-heavy to keep the focus on storytelling, rather than text. Particularly in sectors like construction, images such as architectural drawings or on-site photography can really captivate an audience.
Getting people on stand
Once you’ve invested in an exhibition stand, how do you get people to visit it? Engaging stand elements are a great way to draw attendees. This is easier in some industries than others—construction events, for example, often have dramatic displays like robotic dogs or large drones.
In tech sectors, where the product might be less tangible, creativity in stand design is key. Eye-catching visuals and strong giveaways go a long way. Popular trade show giveaways we’ve seen include spin-the-wheel games with high-value prizes, pick-n-mix stands, and even on-stand baristas serving real coffee—always a crowd favourite!
Capture leads and follow them up
Attracting attendees to your stand is just the first step—you need a solid strategy to capture leads and follow up effectively. Rather than pushing a hard sell, consider offering valuable insights related to their interests. An email campaign summarising show highlights or sharing market knowledge can be more impactful. You could also include exclusive trade show offers to give your follow-up communications an extra edge.
Consider fringe events
Another excellent way to make trade shows work for you is by hosting fringe events around them. If a significant number of your key customers are attending a particular show, why not host your own breakfast or evening event nearby? This way, you can get face time with clients while they’re in one place, saving travel time and expenses later on.
Many exhibitions run from 10am-5pm, leaving perfect opportunities for pre- or post-show events at nearby venues. We’ve had great success hosting roundtables around major shows, which has helped maximise our client’s exposure.
Trade shows can work if approached strategically
There’s a lot to think about when it comes to trade shows, but we hope this blog has provided a useful guide on how to maximise the value of your investment. If you’d like to discuss your strategy further, or explore how we can support your brand at exhibitions, get in touch.