In the world of B2B marketing and sales, trade shows can be a goldmine of opportunity or a costly misstep. Through our years of experience strategizing and supporting trade show participation, we have identified three important lessons we’ve learned through experience. First, not all trade shows are created equally, and neither are the reasons for attending them. Second, before committing to exhibiting at any event, we always recommend attending as a guest first. Finally, start the planning process early. Let’s dive deeper into these three ideas.
Why are trade show goals so different?
Often, people think of trade shows having one purpose, delivering leads. However, there are numerous ways these events help businesses. The diversity of trade show goals stems from one key factor: your company’s current relationship with the market. Whether you’re entering a new market or expanding your presence in a known one, your objectives and the strategies to achieve them will look very different. For example:
- In a new market, your focus might be on visibility, learning about your competitors, identifying key industry players, and evaluating if the show’s audience aligns with your business goals.
- In a known market, your goals might shift toward deepening relationships, closing deals, launching new products, or reinforcing your brand presence.
These differences translate into a wide range of key performance indicators (KPIs): lead generation, brand awareness, partnership development, sales pipeline acceleration, and more.
Why you should “try before you buy”
Jumping into a tradeshow as an exhibitor is a major investment in money, time, resources, and logistics. That’s why we recommend attending a tradeshow before exhibiting or sponsoring. Here’s why it matters.
1. Evaluate fit
Not every show will attract the right audience for your business. Attending first gives you a firsthand look at:
- The types of companies represented
- The seniority and job function of attendees
- The topic relevance of sessions and panels The professionalism of the event execution
2. Immediate value
Even without a booth, attending a tradeshow gives you several quick wins:
- Networking with potential clients, partners, and peers
- Scouting competitors and their strategies
- Gathering insights from speakers and sessions
- Observing booth designs and engagement tactics for your future planning
3. Smarter planning for future events
Seeing a show in action helps you plan better if you decide to exhibit later. You can evaluate the floor layout, foot traffic, branding opportunities, and logistics. This informs your budgeting, messaging, booth design, and staffing decisions down the line. You’ll be prepared when the next strategic planning and budgeting is underway.
Strategic planning starts early
If you do choose to exhibit, the planning process can start as early as a few months out. This includes setting goals, locking in event space, building a marketing plan, preparing promotional materials, staffing, and logistics. Every step (from pre-show promotions to post-show follow-up) should be designed around your objectives. This is where you push to try new strategies or approaches, especially if you have been unsatisfied with the results in the past. Remember if you do the same things and expect different results, well…
Final Thought:
Trade shows can be transformative for your business, but only if they align with your goals and deliver the right audience. Attending first is the best way to ensure you’re making a strategic, informed investment. Think of it as a low-risk trial run, with plenty of upside.
For more insights about tradeshow and event best practices, visit our web page or read our blog on creating the ultimate first impression.