Trade Show GDPR Compliance

Top 3 Reasons Why Trade Shows Matter

There’s lots of hot topics in marketing. Social media, content marketing, videos, emails, micro-influencers, SEO optimization, automation—the list goes on. And right now, events and trade shows are fiery hot (on a scale of Taco Bell hot sauce, they would be Diablo.)

Let’s take a peek at the three reasons why trade shows matter and why you should incorporate them into your marketing strategy:

1. Leads

Leads. It all comes down to leads, doesn’t it? We want to find more prospects and close more deals. At the end of the day, we want a positive ROI. And if events and trade shows will get you that awesome revenue stream, then let’s do it!

That’s the attitude of the majority of companies right now. And when you look at the data, it makes sense why. Sales teams always wonder how they can get a valuable conversation with a company’s decision maker. Spoiler alert: If you want to engage with those executives, events and trade shows are where you do it. A CEIR report found that 81% of trade show attendees have buying authority.


With such a high percentage of authority buyers, you also have a higher chance of hot leads and closing deals. Trade shows and events offer immense value by giving you VIP access to all the hottest prospects.

2. Branding

Branding: it’s a magical word for us marketers. Because, let’s be honest, without branding, companies would cease to be. No one will care about your product or service if you have no identity. Or, at least, definitely not care enough to buy again, or share it with friends.

So it comes as no surprise that branding matters at events. In fact, in a recent survey, 88% of exhibitors claimed they attend events for branding. It’s certainly a rare arena where instead of buying through social media or websites, buyers can put faces to the brand. That’s an invaluable part of building a bond. And with so many eyes on your booth, and so many feet visiting your booth, you’re bound to create lots of new interest and new bonds.


3. Customer Outreach

A good company knows their job isn’t done after a new customer or client signs that first check. It’s an ongoing relationship. You must continually work on keeping that person’s business. After all, it’s five times more expensive to find new business than to keep current clients.

One great way to help retention is events and trade shows. 51% of marketers believe that events strengthen existing customer relationships. Why?

First, it gives you a chance to upsell to a group that already appreciates your brand. Second, you get a glimpse into your current clients’ concerns and problems. This way, you can troubleshoot and also gain a better understanding of your target audience. Third, events offer the unique opportunity to build upon connections face-to-face. Even with social media and video calls running the world, people still appreciate face-to-face interactions. After all, it’s a lot easier to form an attachment to a brand after meeting real people and having real conversations.

Because of these three key areas, more and more companies are investing in trade shows and events.

Do you agree that events are ‘Diablo’ hot? Let us know on social media where you see the most value in the event world!

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